OVERVIEW
Blending vintage Western aesthetics with modern festival energy.
The Bone Valley Country Music Festival blends vintage Western aesthetics with the energy of modern music events. The name "Bone Valley" reflects strength, and authenticity while welcoming mood of an outdoor gathering. Designed to tradition while engaging Gen Z audiences, the project uses visual storytelling and contemporary design elements. I led the full design process, including concept development, branding system design, and promotional materials for print, digital, and merchandise.
RESEARCH & STRATEGY
Shaping a festival brand through personas, competitor insights, and design strategy.
The target audience includes country music fans, professionals, and cultural explorers drawn to strong visuals and storytelling. Through competitor analysis and persona development, the brand strategy was defined by the triad: Vintage, Energetic, and Bone. This framework informed a design direction that emphasizes bold typography, rough textures, and western motifs. The brand is strong, and expressive positioning Bone Valley as a memorable and visually distinctive festival experience.
FINAL DESIGNS
Environmental Design
Landing Page
Credentials & Passes
Merchandise
