Rockford-based designer and photographer whose work focuses on visual identity and regional storytelling. As a lifelong resident of Northern Illinois, he draws inspiration from the culture, community, and pride of the 815 area.
Schmid’s design work often highlights local connections, blending strong graphic elements with meaningful symbolism. In his featured hat design, the outline of Illinois represents hometown pride, while the incorporation of the IceHogs logo ties the piece directly to Rockford’s hockey culture. Details such as the flat bill—styled after the shape and colors of a goalie crease—and the bold “815” on the back reinforce his commitment to creating work that resonates with the local community.
Through both photography and design, Schmid aims to create pieces that feel distinctly Rockford—work that people can connect with, whether at the BMO Center, around town, or beyond.
