Bill Howe

branding and logo refresh for screens, print, and fleet graphics

The Bill Howe Family of Companies is a San Diego institution, whose iconic features prominently on their large company fleet. Their leadership team understood that their logo, website, and overall visual design weren’t conveying their commitment to modern best practices in their fields; these needed a revamp without losing any brand recognition. As the Lead Designer and Developer at Runningfish, I managed the discovery and design phases, and contributed to the development of a new website.

  • Branding
  • Logo Design
  • Web Design
  • WordPress Development

Branding Phase

As we began the branding phase, I led the conversation in our meetings with the leadership team. We produced mood boards, then style tiles, and finally mockups as we arrived at the “look and feel” we were seeking.

Finalized Branding

I designed the updated logo in parallel, including a slight update to the iconic “little guy.” I also built and maintained the brand guidelines as we moved from design to code.


I designed high-fidelity mockups in Figma, created a custom Divi theme, and built each master template for the site. Although the client opted not to use it, we ended the development phase with a ready-to-launch website on our staging server.