"Northern Rockies Music Festival" Event Identity

• Client: Northern Rockies Music Festival

• Location: Hop Porter Park (Hailey, ID)

• Roles: Narrative Illustration, Graphic Design

• Scope: Comprehensive Festival Identity, Event Poster, Digital Promotional Assets

• Mediums:Hand-drawn Illustration, Digital Ink & Color

Creative Lead

For this landmark regional event, I acted as the primary visual architect for the 38th Annual Northern Rockies Music Festival. My role was to capture the entire physical experience of the Hailey, ID location in a single immersive promotional panel. I navigated the complexity of a dense, multi-artist lineup, synthesizing the architecture of Hop Porter Park, the natural landscape of the Wood River Valley, and the playful, "human-centered" energy of the community into a scalable digital identity that served as the event's visual signature across all channels.

Vision

For those who knew Hop Porter Park, the poster had to feel like arriving at the festival gates. I utilized the park's specific entrance arch as the central framing device, leading the eye directly to the jagged Northern Rockies landscape beyond. The vision was to marry the human-built environment with the natural world, using a traditional, ink-on-paper texture to match the authenticity of the festival's lineup.

Human Element

Every element is hand-drawn, from the Hop Porter Park arch to the caterpillar on the grass. By using a vibrant, saturated color palette, the poster signals celebration and playfulness. My human-centered approach ensures that even as the scale of the festival grew to include bands from multiple regions, the foundational visual language remained rooted in the dirt and the music of the Wood River Valley, connecting the festival to its small-town origins.