SAMUEL ELLIS
OWNER/FOUNDER
ROCK TOWN RIVER OUTFITTERS
SIGNAGE & ENVIRONMENTAL GRAPHICS
Founded by outdoor enthusiast Samuel Ellis in 2017, Rock Town River Outfitters began with a few kayaks on the Arkansas River and quickly expanded into a multi-location business offering kayak and bike rentals, plus guided tours throughout Little Rock and North Little Rock.
To support this growth, Sam partnered with FastSigns, where I worked as a graphic designer. I collaborated with him to understand the brand’s evolving needs and brought his vision to life through tailored signage solutions—from storefront graphics to wayfinding elements. Each piece was designed to boost visibility, enhance the customer experience, and embody the brand’s adventurous spirit.
SERVICES PROVIDED:
Signage Design
DOWNTOWN IDENTITY MURAL
Large-Scale Vinyl Garage Door Signage for Flagship Location
PROJECT SCOPE:
The first design Sam needed for Rock Town River Outfitters was a large-scale vinyl window decal for his flagship location in downtown Little Rock. The objective was to create a visually compelling piece that captured the essence of the brand while clearly displaying the company name, hours of operation, and social media presence.
A unique challenge came from the installation surface: a movable garage door made up of square panel sections. This required a modular, precision-driven design approach to ensure all elements aligned correctly across the segmented surface and maintained readability and visual impact when the door was closed.
DESIGN CONCEPT:
Situated just steps from the Arkansas River, the downtown shop is surrounded by a blend of urban landmarks and outdoor recreation. A nearby bridge—frequented by both pedestrians and cyclists—connects Little Rock and North Little Rock and served as a key visual inspiration.
The design concept integrates the downtown skyline, the iconic bridge, kayakers on the river, and cyclists on city trails, creating a cohesive visual narrative. The goal was to reflect the brand’s mission of connecting people to outdoor adventure while honoring the energy and structure of the urban environment.
The finished piece functions as more than signage—it’s become a recognizable visual landmark in downtown Little Rock, reinforcing Rock Town River Outfitters' identity and celebrating the city’s seamless fusion of outdoor exploration and metropolitan life.
MOCKUP DESIGN
FINAL PRODUCT
RESULTS:
The final design not only met the functional needs of Rock Town River Outfitters but exceeded expectations by becoming a signature visual element of their downtown location. The modular vinyl decal maintained its clarity and cohesion across the segmented garage door, drawing attention from passersby and effectively communicating key brand information at a glance. The design has since become a recognizable fixture in the area, strengthening brand visibility, enhancing foot traffic, and reinforcing the company’s identity as a hub for urban adventure. It continues to serve as both a marketing asset and a piece of public art that reflects the unique spirit of outdoor recreation in downtown Little Rock.
TRAILSIDE SIGNAGE SERIES
Foam Board Signage for Kayak & Bike Rentals
PROJECT SCOPE:
To expand on-site visibility and reach potential customers where they’re most active, Rock Town River Outfitters needed a series of foam board signs placed along the Arkansas River Trail and near kayak docks and rental stations. Entrepreneur Sam Ellis recognized that strong, location-specific signage was key to driving foot and bike traffic directly to his rental hubs for both kayaks and bicycles.
These signs were strategically installed near high-traffic outdoor areas—including paved trails, boat ramps, and popular pedestrian bridges—with the goal of catching the attention of cyclists, joggers, and walkers as they passed. Each design needed to quickly convey core services (rentals and tours), while remaining visually bold and consistent with the brand’s outdoor adventure aesthetic.
DESIGN CONCEPT:
Each sign was designed with clarity, hierarchy, and impact in mind—recognizing that most viewers would be moving quickly past the signs, whether on foot, bike, or in a car. To maximize visibility and retention, both signs featured strong photography, minimal wording, and carefully selected typography and color contrast.
Kayak Sign
Using a moody photograph of a lone kayaker on the Arkansas River, the image featured water fading from light grey to deep blue—mirroring the sky above. This gradient informed the color palette and layout. A solid dark blue text block was created from the water’s darkest tones to house large, high-contrast typography.
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Headline: “KAYAK” in Neue Aachen Black, matched to the deep blue of the water
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Subheadline: “The Arkansas River” beneath it in smaller scale
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Main Callout: “RENTAL & TOURS” in bold, light grey Bebas font for strong readability
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Footer: Website URL flanked by Instagram and Facebook icons, maintaining a clean and consistent visual system
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Branding: White Rock Town River Outfitters logo anchored in the lower left
Bike Sign
Echoing the structure of the kayak sign, the bike version utilized a vibrant photograph of a cyclist on the iconic Big Dam Bridge, with warm orange and pink sunset tones reflecting on the Arkansas River below. This color palette shaped the design’s visual rhythm.
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Headline: “BIKE” in white Neue Aachen Black, set in a bold orange text block at the top
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Subheadline: “The Arkansas River Trail” in smaller scale below
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Main Callout: “RENTAL & TOURS” in bold Bebas at the bottom within a dark grey text block (pulled from the bridge’s concrete)
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Footer: Website with Instagram and Facebook icons, identical in layout to the kayak signage
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Branding: White Rock Town River Outfitters logo placed in the lower left for brand consistency
The consistent use of typography (Neue Aachen Black and Bebas), strategic color contrast, and balanced imagery ensured the two signs worked cohesively as a branded series.
RESULTS:
The Trailside Signage Series effectively elevated Rock Town River Outfitters’ presence along the Arkansas River Trail by placing visually striking, brand-consistent signs directly in the path of high-volume outdoor traffic. The bold design and clear messaging helped:
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Increase visibility near key trail access points, boat ramps, and pedestrian bridges
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Drive direct foot and bike traffic to rental locations
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Strengthen brand recognition with cohesive visual elements across multiple touchpoints
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Improve wayfinding for new and returning customers seeking rentals and guided tours
Both the kayak and bike signs have since become trusted directional tools and visual cues for outdoor enthusiasts, helping solidify Rock Town River Outfitters as a go-to hub for riverfront recreation.
Samuel Ellis reached out to FastSigns for these signs.
This work was created during my time as a Graphic Designer & Print Production Specialist at FastSigns