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Brands, Boots, & Beer: Crafting Cultural Icons with Christian Helms

Ever wonder how a logo becomes a legend? This week, LowKey Legends podcast is diving deep with Christian Helms — the brand king of Austin, Texas who’s turned branding into an art form that’s part strategy, part storytelling, and 100% pure Texas magic.

As the founder of Austin brand agency Helms Workshop, he has built a reputation for blending strategy, storytelling, and design to craft brands that people don’t just buy—but believe in. In a recent episode of the Rogue Studio podcast, Christian shared his insights on the art and strategy behind branding. From shaping bold identities for Howler Brothers to leaving his mark on global icons like Jack Daniel’s, he offered a behind-the-scenes look at how everyday objects become cultural touchstones.

If you’re fascinated by branding and the power of intentional design, this episode is a must-listen.


Watch now:LKL Podcast with Christian Helms

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Now Hiring: Associate Copywriter

Helms Workshop

We’re looking for an Associate Copywriter to join our team to create world-class copy for brands spanning consumer packaged goods, spirits and craft beer, hospitality, outdoor adventure, elite motorsports, footwear, and more.

Insights

What is Personal Branding?

T. Christian Helms

What happens if we apply the process of brand-building to our lives and careers? A comprehensive guide to building your personal brand.

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