A Visual Tribute to Rodeo Season in Midtown

For this installation, Laín began with research,diving into rodeo history, traditions, and the activities people enjoy most,so the design would feel authentic, community-connected, and familiar to the families who return to rodeo season year after year.

From there, he planned each letter intentionally, designing the wrap to feel engaging from a distance while rewarding visitors up close with details and meaning. His goal wasn’t just to decorate the sign—it was to turn it into a visual narrative that celebrates culture, tradition, and the unique energy Midtown carries during rodeo season.

What Each Letter Represents

Each letter of MIDTOWN highlights a different part of the rodeo experience—together forming a tribute to the Houston Rodeo as a living story made of people, animals, music, hard work, laughter, and family fun.

• M- celebrates music, concerts, and the fun side of the rodeo—the excitement that brings people together.
• I- features a horse rising on two legs, representing strength, movement, and the powerful spirit of rodeo animals.
• D- honors the cowboy, symbolizing tradition, hard work, and the history of rodeo life.
• T –highlights a cowgirl set against a Houston sunset, recognizing the strength, grace, and courage of women in rodeo culture.
• O –shows a cowboy resting with his horse, reflecting dedication, partnership, and respect between people and animals.
• W –spotlights rodeo clowns and barrelmen, including imagery inspired by “Barrel of Laughs,” and tributes to legendary figures like Lecile Harris and Leon Coffee for their impact and long service to the rodeo community.
• N- celebrates the rides and activities kids love, capturing family fun and the next generation of rodeo fans.