"one of the best moves we’ve made"

Teaming up with Heeler Creative was one of the best moves we’ve made at Frank’s Paddlesports Livery. From the jump, Jake and Leena Middaugh came in with open ears, big ideas, and a genuine interest in what makes our little river outfit tick. We first met up over beers at a local Indy brewery, and before we even talked design, they made it clear they wanted to understand who we are, what we stand for, and where we’re trying to go—both as a business and as part of this community.

What followed was nothing short of transformative. Jake and Leena absorbed our story, dug into our original logos, and came back with artwork that perfectly captured our vibe. Our vision has always been to Make Indy a River City, and I told Jake I was dreaming of merch that felt like an old-school ‘80s or ‘90s public service announcement—something nostalgic, bold, and a little bit fun. He absolutely crushed it. The artwork they came up with brought that vision to life in the best way possible. It's eye-catching, it tells a story, and it’s helped put Frank’s Livery on the map in a way we couldn’t have pulled off on our own.

Since launching the new merch, it’s taken on a life of its own. We’re now selling it at other shops beyond just the livery, and we've added the logos of partner orgs to the back—folks who are just as committed to bringing new energy and connection to Indy’s waterways. That kind of support only comes when people can see and feel the vision—and Heeler Creative made that possible.

I know the river. They know branding, design, and how to tell a story. And thanks to their work, Frank’s is not just floating—it’s thriving.

— Peter Bloomquist (Owner & Operator, Frank's Paddlesports Livery)

SEE FRANK’S PROJECT

"they totally crushed it."

We had a custom design done for our company sweatshirts and they totally crushed it. It turned out so good—exactly what I was picturing (maybe even better). Super easy to work with, fast turnaround, and just really nailed the vibe. Highly recommend if you need cool custom merch!

- Jennifer Eschbach (Easy Wind Outfitters)