We recently had the chance to connect with Rick Caballo and have shared our conversation below.
Rick, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What do you think is misunderstood about your business?
That it is not needed! Branding isn’t optional—it’s essential. It’s the foundation of your story and identity, the key element your target audience connects with and remembers. When your branding is strong and clear, everything else—marketing, publicity, social media, merchandise—naturally aligns and flows from it. Without it, you’re just throwing darts in the dark.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Rick Caballo, and I’m the co-founder and art director at Dead Horse Branding, a boutique agency based in both Nashville, TN, and Sydney, Australia. We’re a one-stop branding house offering everything from graphic design, social media, and music videos to publicity, marketing, website development, and management. Because we handle all these elements in-house, we’re able to create a cohesive, unified message—avoiding the disconnect that often happens when multiple external companies get involved.
As Art Director, I wear many hats. I design and execute everything from logos, websites, and marketing campaigns to set designs, music videos, and even the occasional custom motorcycle build. I’ve been immersed in design since I was 10 years old, and I’ve developed an instinct for how all the right pieces should fit together.
Much of our work is focused on developing music artists. We dig deep to understand their vision and personality, then translate that into a compelling visual identity that truly reflects their sound.
Beyond the music industry, we also do a lot of work across the automotive, licensing, publishing, and documentary spaces. Whatever the field, our goal remains the same: to create bold, authentic brands that tell powerful stories.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My dad—a total machine—instilled in me the value of being versatile. He taught me that one of the greatest assets you can have is a strong work ethic paired with two creative, capable hands. I completed a four-year apprenticeship in sign painting, but everything else I’ve learned has either been self-taught or picked up from observing the greats. I’m constantly evolving, always learning, and paying close attention to what each project demands—regardless of the industry. I then translate those insights into whatever I’m creating to bring the vision to life.
If you could say one kind thing to your younger self, what would it be?
Don’t stress the small stuff—things will go wrong no matter how perfectly you plan. Focus on the bigger picture. Sometimes you have to play the game, listen, and make compromises along the way. It’s not about giving up your vision; it’s about being strategic so you can ultimately bring that vision to life when the timing and environment align to truly support it.
Next, maybe we can discuss some of your foundational philosophies and views? Whose ideas do you rely on most that aren’t your own?
Inspiration is everywhere. My eyes are always open—constantly scanning the world for visuals I can file away and draw from later. It could be a street sign, a social media post, a TV commercial, a product label, or a painting. Everything around me has the potential to spark an idea. I never stop absorbing.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Are you doing what you were born to do—or what you were told to do?
BORN! I’ve never chased money—creativity has always been my driving force. I’ve focused on doing what I love, and in return, I’ve been fortunate to be generously compensated for the vision I bring to the table.
Contact Info:
- Website: https://www.deadhorsebranding.com
- Instagram: https://www.instagram.com/deadhorsebranding/
- Linkedin: https://www.linkedin.com/authwall?trk=gf&trkInfo=AQH2-DFGvwIeTwAAAXoRh6RgtXPvWVjzlKF-bDTUtrD6xy_M2EDZQWbDjz26xGb8BX8yki1S1a__bTNt9rzThMCVqVndA4qhI-KI2DwWT-Y9nPqJgFpohYiVBbehIVgHmlj5LE4=&originalReferer=&sessionRedirect=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fdead-horse-branding%2F
- Facebook: https://www.facebook.com/DeadHorseBranding/?ref=bookmarks
- Youtube: https://www.youtube.com/channel/UC4WcP8F_VZx7GtJ6XKdIXeQ?view_as=subscriber
Image Credits
Photography Credit: Ari Lyon
