CASE STUDY
MEADOW GOLD MACK, THE FRIENDLY LUMBERJACK
Sometimes you get paid to have the most fun ever. Here’s how the conceptualization and process of creating a new roadside attraction on Route 66 came about.
I have been lucky enough to work with former Oklahoma Business Person of the Year Mary Beth Babcock for a couple of years now, doing design work for her Route 66 roadside attraction, Buck Atom’s Cosmic Curios. It’s the number one stop on the iconic highway, still popular among travelers from all over the world, and about to celebrate its Centennial Celebration in 2026. I’ve been designing t-shirts and hats and stickers and postcards and helping launch the addition of new attractions…and it’s always a lot of fun.
In February of 2024, Mary Beth was approached by a local developer who owned a large, empty, (and starting to be neglected) building down the block from her store. He asked if she would be interested in creating a new business in the space, located directly under the world famous Meadow Gold Dairy neon sign, which gives name to the “Meadow Gold District” that her store resides in. The developer told her she could do whatever she wanted, AND…he owned a giant 21-foot lumberjack statue, much like her cosmic cowboy Buck Atom. That’s when she called me.
We brainstormed for the next hour or two and, by the end of the phone call, we had dreamed up “Meadow Gold Mack, the Friendly Lumberjack!” The following day I received a photo of the building a went to work conceptualizing how the building would look on the outside, including our new big friend, Meadow Gold Mack.
With a grant from the Route 66 neon sign committee, and the additional funding of the developer, we were able to add an amazing 7-foot, real neon sign to the facade. A local artist was hired to recreate the mural on the buildings, and the giant lumberjack statue began getting a full restoration. The retail concept of the store was further developed to include some of Tulsa’s favorite businesses in mini-shop form, along with vintage dealers, artists and more.
In the meantime, Vibrosonic began designing the official logos and branding for the business, with a nod to its Route 66 roots, but with a modern, retro feel. T-shirts, hats, and a multitude of other merchandise was designed, social media hints and secrets began to be unveiled, in-store signage was created, and a soft opening in May quietly happened. However, the full grand opening with the unveiling of the giant lumberjack statue took place in August 2024 and it was quite an event, covered by all local and regional news stations, newspapers and online media outlets. In just a short time, Meadow Gold Mack, the Friendly Lumberjack has become one of the most popular attractions on Route 66.
The logo was designed to capture the feel of Route 66 but with a modern look. Of course, there are always alternative versions needed for specific uses, such as website, merch, mini-stores, etc. The main logo was also adapted for the 7-foot neon sign on the building.
One of the popular items in all of Mary Beth’s retail stores is a custom coffee blend, which needed its own branding. After a bit of “lumberjack research,” I discovered that a “bucker” is the lumberjack who cuts the felled trees into smaller, more manageable pieces. So we created Bucker’s Brew, a custom coffee blend by Topeca Coffee Roasters, a local Tulsa coffee business who has won many awards over the years. Give it a try!
And, as with any small business, especially a roadside attraction selling fun merchandise on Route 66, there was a need for countless graphics that remain on-brand, yet adapt well for merchandise, in-store signage, gift cards, patches, stickers, post cards, and the list goes on and on. Not to mention the ongoing need for special occasion social media. Vibrosonic’s ongoing love affair with Meadow Gold Mack’s continues…from that original conversation on the couch, to full launch of an American treasure on the beloved Route 66.
