"Hailey Alive" Music Series Branding

Sawtooth Brewery required a flagship visual identity for its inaugural summer music series at Hop Porter Park that could capture the distinct regional identity of the Wood River Valley while remaining highly adaptable across digital and print media channels. Furthermore, following a successful launch year, the project faced a critical market complication — potential branding conflict with a neighboring regional event series ("Ketchum Alive") — demanding a swift, strategic rebrand that would protect the event's local equity without sacrificing consumer momentum.

Narrative Character Development: Created a highly distinct, recurring "brand ambassador" character set (the Great Horned Owls) to establish an immediate visual anchor and emotional hook within the regional community.

Hybrid Production Workflow: Engineered a "modern-rustic" aesthetic by integrating organic, analog watercolor washes and graphite line work with crisp, digital color grading and typography templates.

Agile Brand Re-Platforming: Led the strategic pivot from "Hailey Alive" to "Hailey Rocks" in year two, executing seamless typographic and layout architecture adjustments that retained original illustration assets while successfully differentiating the brand in the regional entertainment market.

Delivered a high-endurance, community-vetted visual system that sustained the concert series across multiple seasons and a major structural name transition. The flexible design system minimized production overhead during the rebrand, maximized local brand equity, and established a recognizable marketing asset that drove consistent turnout and anchored the brewery's summer event presence.