National Day of the Cowboy 2020: Promotional Illustrations

Art Direction

The National Day of the Cowboy is a non-profit organization dedicated to the cause of lobbying for a national holiday to celebrate the rich cultural history of the American Cowboy. MetaVIsual was selected in 2010 to provide an illustration for their annual fundraising poster, designed and produced by the world-famous Hatch Show Print in Nashville.

It was a surprising honor to be offered a second opportunity in 2020 in recognition of the decade that had passed. 

Our illustration for 2020 took on an unexpected meaning during it's creation between Jan-Feb. Having focused on boots and spurs previously, we stayed on the "outfit" theme and focused on the bolo tie. Somehow a horseshoe motif emerged just as the COVID-19 pandemic began to spread. 

The virus quickly put on hold the plans for the 2020 poster and fundraising efforts, with Hatch in Nashville postponing their printing schedule and organizations nationwide putting many plans on hold indefinitely. I hope to have the 2020 poster on display here as soon as it can be produced.

In the way that sometimes art imitates life, this illustration will always remind me of the luck we all seemed to need in spades moving into the spring of 2020.  


Hatch Final poster detail

2010, detail

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IDEO copy

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