A brand that works in El Paso
and across the bridge in Juárez.
Hiring a brand designer in El Paso for a two-language market? I work remotely on brand identity, rebranding and logos for El Paso companies whose customers may speak English, Spanish or both, with Ciudad Juárez across the river. Calls and weekly check-ins run on Mountain Time. After a free 30-minute call you get a fixed written proposal with one price, the timeline and the deliverables. A brand identity takes 4–10 weeks.
- Calls
- Mountain Time
- Brand identity
- 4–10 weeks
- Clean files for
- USPTO and IMPI
- How I work
- Remote
Two languages, two countries, one El Paso brand
El Paso had 683,012 residents in the Census Bureau’s July 2025 estimate, and INEGI’s 2025 Intercensal Survey counted 1,602,603 residents of private homes in the municipality of Juárez, across the Rio Grande. The Borderplex Alliance calls itself the region’s economic development agency for El Paso, Ciudad Juárez and Las Cruces. In 2025 the El Paso port of entry recorded about 7.8 million personal vehicles and 5.4 million pedestrians entering the US, and the Ysleta port recorded 641,729 trucks. The city owns the US side of the Paso Del Norte, Stanton and Zaragoza crossings. So a storefront or sign in El Paso is seen by people from both cities, not only by residents.
Trade, transportation and utilities is the metro area’s largest sector, with 80,200 of 363,500 nonfarm jobs in August 2026 (preliminary). Government follows with 70,900, then education and health services with 56,000, leisure and hospitality with 44,600 and professional and business services with 44,500. If you sell to carriers, public agencies or clinics, the brand has to look credible to those buyers, not only to shoppers.
In the Census Bureau’s 2020–2024 American Community Survey, about 406,000 of the city’s roughly 638,000 residents aged 5 and over (64%) speak Spanish at home. So the name, tagline and tone of an El Paso brand have to work for customers who may read them in English or in Spanish, on either side of the bridge. I work remotely with businesses in El Paso and have no office there: the work runs on Mountain Time calls and shared files.
- Mountain Time, the same clock as JuárezFederal rules run the Central–Mountain line down the east edge of Hudspeth County, so El Paso keeps Mountain Time while Austin, Dallas and Houston use Central. Since November 30, 2022, Ciudad Juárez has also kept Mountain Time with US daylight-saving dates, so one meeting time works on both sides.
- Soldiers and students are customers tooFort Bliss, home to the 1st Armored Division, spans about 1.12 million acres in Texas and New Mexico and has 36,884 military personnel. UTEP enrolled a record 27,368 students in fall 2026; in fall 2025, 85% were Hispanic and about half of undergraduates were first in their families at college. Test your logo with them.
- An assumed name is not a trademarkAn LLC or corporation files its assumed name with the Texas Secretary of State; a sole proprietor or general partnership files with the county clerk where it keeps an office. Neither stops others filing the same name. The Secretary of State registers marks used in Texas; a USPTO registration covers the whole US.
- Spanish words in a US trademarkIf a mark includes non-English wording, the USPTO application must include an English translation, and the USPTO says marks can be confusingly similar in sound, appearance or meaning. Before you commit to a Spanish name, check what it means in English and who already uses that meaning.
- Selling in Juárez? Register in Mexico tooThe International Trade Administration warns that US trademarks will not protect you in Mexico. Trademarks there are registered with IMPI on a first-to-file basis, so it suggests applying before you sell in the Mexican market. I don’t file trademarks: your lawyer does, with the clean files I hand over.
- Licenses start at the One Stop ShopThe City of El Paso’s One Stop Shop at 811 Texas Ave. is the primary intake point for building permits and most business licenses; city licenses include food permits, vendor licenses and alcohol licenses. Selling goods or taxable services in Texas also requires a sales and use tax permit from the Comptroller.
Services for El Paso
All services- Brand identityStrategy, logo, color, type and guidelines for a new El Paso company, planned for customers who read English or Spanish.
- RebrandingA new strategy and identity for an El Paso business that has outgrown its brand, or now sells in Juárez and Las Cruces as well as at home.
- Brand refreshFor an El Paso name people have known for years: the logo refined, color and type updated, and the parts customers recognize kept.
- Logo designA first mark for an El Paso storefront, food truck or pitch deck: logo, wordmark and symbol, with files for web and print.
- Brand namingName ideas and a shortlist with domain and social checks and a preliminary USPTO search, before the name goes on a Texas assumed name certificate.
How it works, step by step
01Discovery
A free 30-minute call on Mountain Time about your company, your customers in El Paso and across the border, and where the brand must work.
- 30 minutes
- Mountain Time
- Written proposal
02Strategy
Positioning, audience and voice, including which languages the brand needs and whether it must also work in Mexico.
- Positioning
- Languages
- Markets
03Identity
Logo, color and type shown with your own English and Spanish wording on signs, trucks and screens, with weekly check-ins and two revision rounds per phase.
- Logo system
- Check-ins
- 2 revision rounds
04Handover
Brand guidelines (PDF), a Figma library with source files, and clean files for your lawyer’s USPTO, Texas or IMPI filing.
- Guidelines
- Figma library
- Full ownership
Closest work: logistics, mental health, café, HR software
All work
ROMO Logistics transport brand identity
Menta mental health brand identity and website
Tong coffee shop brand identity
Core.hr HR software rebrand and website
What clients say
All reviewsAfter completing an exceptionally comprehensive brand identity I can honestly say he delivered above expectations with an excellent finished product & memorable client experience.
Questions founders ask
Are you a freelance brand designer in El Paso, or an agency?
I am Masuder Rahaman, a brand designer who founded the agency Wolfpixel, and I lead a design team for founders in the US and the Middle East (350+ projects). I work remotely with businesses in El Paso and have no office or team there. El Paso is on Mountain Time, unlike most of Texas, so the free 30-minute call and the weekly check-ins are booked in your working hours.
I need a rebranding specialist in El Paso. What if we change our name too?
I take on rebrands remotely: a rebrand takes 6–12 weeks and a brand refresh 3–6 weeks. Finding the new name is a separate service, brand naming (2–4 weeks). If the new name becomes your legal name, a Texas LLC or corporation amends its formation document. If you keep the legal name and trade under the new one, you file an assumed name certificate, and you can file a statement of abandonment for an old assumed name you no longer use. A rebrand is also the moment to decide whether the brand has to work in Mexico.
Does my El Paso brand need a Spanish version?
Not always. It depends on who buys from you and where they meet the brand. If many of your customers read Spanish first, you might pick a name that works in both languages, or put a Spanish tagline next to an English name, and choose type that sets accents and ñ cleanly. Naming is a separate service. If your trademark includes Spanish words, the USPTO application must include an English translation, so check what the name means in English too.
Will a USPTO trademark protect my brand in Ciudad Juárez?
No. The International Trade Administration says US trademarks will not protect you in Mexico; trademarks there are registered with IMPI, first to file. If you plan to sell in Juárez, ask your lawyer about an IMPI filing before you start selling there. I don’t file trademarks: I hand over the same clean files for the USPTO and IMPI filings. The naming service includes a preliminary USPTO search, not an IMPI search.
How long does it take, and what does it cost?
A logo takes 2–4 weeks, a brand identity 4–10 weeks and a rebrand 6–12 weeks. The price depends on the scope: how many languages, markets and applications the brand covers on day one. After a free 30-minute call you get a fixed written proposal with one price, and the price never changes mid-project.
Is the work on this page from El Paso?
No. None of these projects is an El Paso client; I picked them for their sector. ROMO Logistics is a transport brand, Menta a mental health brand, Tong a coffee shop and Core.hr an HR software rebrand: my closest real work to the logistics, health and hospitality sectors described on this page, plus a rebrand for software that businesses buy.
Related reading
What a brand identity actually includes
The parts of a brand identity, and which ones your startup needs first.
Rebrand or refresh? How to tell which you need
Five questions that show if you need a full rebrand or a refresh.
How much does a brand identity cost in 2026?
What drives the price of a brand identity, what a typical scope includes, and how to get a written quote for your startup.
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Not sure what your brand needs?
Book a free 30-minute call.
I’ll review where your brand is today and recommend the right scope.