Rock King Bobby D

When I first started thinking about building the site, I’ll be honest — I completely underestimated how much work it would be.
In my head, it was like:
“New website? Cool fonts, big images, maybe some flames in the background. Done.”

Yeah…no. Not even close.

Once I actually sat down with it, I realized building a brand that actually feels like Hell Tees wasn’t just about slapping on some designs and hitting publish.
It meant stepping all the way back and asking the real questions — the uncomfortable, slow-down-and-think kind:

• What’s the personality of this brand?

• What kind of attitude do we want it to have?

• How do we make sure someone knows exactly what Hell Tees is about within 5 seconds of landing on the page?

The vibe needed to be loud, a little reckless, but still clean enough that it didn’t feel like some random garage project.
Kind of like your favorite band’s merch booth at 1AM — you know it’s wild, but it still looks good.

I went through about 20 versions of layouts, colors, fonts — at one point, I think my brain was literally melting from looking at so many red and black hex codes.

And THEN, we decided:

Hell Tees needed a face. Something mischievous. A little unhinged. A little loveable.
After a lot of sketches (some that looked more like angry potatoes than demons — not gonna lie), we finally landed on a design that felt right:
a little cartoon demon with a wicked grin.

But of course... that opened up a new problem: What do we name him?

So, because chaos loves company, we launched a full-on name contest with you guys.
The ideas you sent in were absolutely insane (in the best way possible).
Some were hilarious, some were terrifying, a few probably got flagged by the internet police. 😂

It honestly made the whole process even more fun.
And it reminded me:
This whole brand, this whole project — it’s not just me. It’s all of us building it together.

Even when it’s messy. Even when it’s chaotic.
Maybe especially then.

Mindful Moments

3 ideas worth considering:

• Your brand isn't just what you sell — it's the feeling people get when they interact with you. Build the feeling first, the product second.

• Creativity isn’t clean. The mess, the confusion, the second-guessing — that’s where the magic lives.

• Invite people into your process. When you create with your community instead of for them, everything just hits different.

2 quotes I’m reflecting on:

• "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." — Maya Angelou

• "You don't find the energy to do the work; you create the energy by doing the work." — Unknown

1 question for you: