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When asked to take on the challenge of creating a new brand identity for Fireside Pizza, Ashley Holden went straight to design/problem solving mode and worked through several illustrative designs of the visual language for this brand. At the request of the client to keep a food truck in the design, senior designer, Ashley Holden, stripped everything down to simple essentials– sketches, hand-lettering and bold imagery.


“People don’t always realize the level of skill that is required to create something simple. There’s no texture, lens flare or visual trick to hide behind. It’s just about executing fundamentals".

Ashley worked closely with the client to establish the parameters and creative direction of the new logo mark. What could have taken weeks, if not months to develop, was shortened to days.

​"Because we were so clear on what the direction for this brand needed to be, the logo almost designed itself"

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