MIDNIGHT RODEO. Communication theory
Design and Communication Theory
The creation of any brand is, first and foremost, a story of communication. Design — be it graphic, product, or fashion — rarely speaks in words. It conducts a silent yet incredibly expressive dialogue with its audience. Communication theory helps us, as creators, structure this dialogue: to correctly «encode» our ideas into visual forms so that the viewer can accurately «decode» and feel them.
In our project, we are creating not just an accessory, but an entire world at the intersection of two aesthetics: the daring spirit of the Wild West and the mysterious atmosphere of Goth. The name «Midnight Rodeo» is itself a message that conjures vivid imagery in the imagination: a competition under moonlight, whispers on the wind, an aesthetic born on the border between day and night. The task of our design team is to transform this verbal image into a tangible visual reality that will be understood and resonate with our target audience.
This communication process works on two key levels:
1. Communication within the team. Before we speak to the world, we must agree amongst ourselves. Developing the identity, selecting materials, the shape of the hat’s brim, details — each stage requires coordinated effort. Here, we apply the principles of group dynamics: clear distribution of roles is important, as is having a leader who guides the creative process and synchronizes the vision, and open exchange of ideas to avoid «groupthink» and create a truly unique product. Our common goal is to create a cohesive and compelling brand world for MIDNIGHT RODEO.
2. Communication between the brand and the audience. This is the main stage for design. We cannot simply say, «this is the spirit of a midnight rodeo». Instead, we speak in the language of symbols:
· Symbolism and Form: The classic shape of a cowboy hat is recognizable, but we infuse it with new meaning. Sharper silhouettes, asymmetry, details reminiscent of gothic architecture or Victorian chic — this is how the unique style of MIDNIGHT RODEO is born. · Color and Material: Deep black, the color of a starry sky, dull silver, or matte iron instead of shiny gold — color and texture immediately convey the «midnight» mystery. Natural leather, wear and tear (a distress effect) speak of «cowboy» authenticity, a history lived under the open sky. · Visual Style: Photography in the lookbook, social media, or packaging design will be consistent with the MIDNIGHT RODEO aesthetic — desolate landscapes under moonlight, play with sharp shadows from a campfire, dramatic silhouettes against a sunset. This creates not just a product image, but the necessary mood and brand atmosphere.
Thus, every element of design — from the hat sketch to the logo font — becomes a non-verbal message. Through this comprehensive visual language, we strive to convey to our audience the essence of the brand: the free-spirited challenge of the rodeo, multiplied by the mystery, romance, and elegant daring of midnight. The task of design is to ensure that when someone looks at a MIDNIGHT RODEO product, they don’t just see a hat — they feel this story. And therein lies the magic of design as a communication tool.
MIDNIGHT RODEO brand product Line
Presentation for a general audience
We craft more than headwear; we forge armor for individuality. Our brand is a symbiosis of the rebellious spirit of the Wild West and the mysterious, refined aesthetic of gothic subculture. It is for those who carve their own path in the shadow of canyons, who find beauty in the dusk, and freedom in solitude under the endless starry sky.
Where the West meets the Night.
MIDNIGHT RODEO brand products on the model
MIDNIGHT RODEO brand products
We put an emphasis on:
1. Materials: wool felt, premium and supple leather, matte velour, velvet ribbons, lace inserts, mesh, weather-resistant treated fabrics 2. Detailing: hardware in blackened steel or silver (buckles, chains, cord locks) 3. Hand-assembly, stitching, and decoration, ensuring exclusivity and durability 4. Thoughtful fit — leather sweatband for comfort, adjustable chin cords
Presentation for a professional audience
MIDNIGHT RODEO is a hat brand that focuses on cowboy aesthetic and Goth fashion. A blend of the rough, survivalist cowboy functionality with the refined, detail-oriented aesthetic of the Goth subculture. We view the cowboy archetype as a symbol of timelessness and freedom and add authenticity for ones who enjoy the boldness of the Goth aesthetic. Our brand is guided by the need for something more experimental and feisty in a market full of basic clothing elements.
MIDNIGHT RODEO brand logo
This brand does not offer just an item. It offers identity and belonging, a myth one can wear. Each model is not an SKU (stock-keeping unit), but an «artifact» with a name and a story. In a world of fast-fashion, we support anti-fast-fashion. The emphasis on handcraft, natural materials, details, and durability appeals to an audience tired of disposability. This is not a seasonal trend; it’s an investment in personal style and legacy.
Visual Identity
Our brand employs a dark and mysterious palette, inspired by the dramatic spirit of the Goth subculture.
MIDNIGHT RODEO brand color palette
The market has brands of classic cowboy hats and brands with a general Goth aesthetic. But there is no one who hybridizes these two universes as deeply and authentically as MIDNIGHT RODEO does.
Website branding
Our website design follows the general mystic aesthetic of our brand, while still being simple and user-friendly.
MIDNIGHT RODEO brand website
MIDNIGHT RODEO brand online store
Advertising
We use various advertising methods in order to gain more attraction to our brand: posters, banners and social media.
MIDNIGHT RODEO brand posters
MIDNIGHT RODEO brand posters
tiktok MIDNIGHT RODEO page
Customer engagement strategy
Feedback: we look forward to analyzing our customers' level of satisfaction with our products. We want to use different channels (surveys, chats, reviews) to receive opinions on aspects that we could improve.
Collaborations: partnership with alternative fashion influencers, musicians or photographers specializing in dark or vampiric aesthetics will build trust to our brand and its popularity.
Community building: we aspire to create spaces for our customers to interact with each other and receive lore newsletters. A place which creates loyalty from our community and a long-term relationship with it.
Communication theory used as basis
The brand MIDNIGHT RODEO is built through the sequential application of communication theories from the course «Communication Theory: Bridging Academia and Practice» transforming it from a product into a cultural phenomenon.
At its foundation lies semiotics, the tradition that studies signs and symbols. The brand creates a hybrid visual language by combining black velvet and gothic silhouettes with leather elements and Western textures. These signs are directed at a target audience capable of «decoding» them and embracing them as a reflection of their borderland aesthetic.
This symbolic language is realized through visual and digital rhetoric. As noted in the course, digital rhetoric involves «how we are persuaded by the things that we see… the use of different mediums in one place allows increasing persuasion» (Lecture of Digital Rhetoric). The brand’s visual content cinematic social media photos, a logo hybrid of a hat functions as a persuasive system where form and aesthetics carry the core message.
Persuasion is further amplified by accounting for the two routes of information processing, as outlined in the Elaboration Likelihood Model (ELM). For a highly involved audience, the central route is activated, focusing on arguments about «quality materials, handcrafted work» which require cognitive effort (Lecture of Elaboration Likelihood Model). For broader reach, the peripheral route reliant on irrelevant cues like atmospheric imagery and influencer associations is engaged to prompt a swift emotional response.
Sources
Communication Theory: Bridging Academia and Practice [Электронный ресурс] // HSE. — URL: https://edu.hse.ru/course/view.php?id=133853 (дата обращения 12.12.2025)
Leonardo.ai
Gbt images
Midjourney
Nano Banana
