In a span of just three months, I created the Willie Nelson 90 brand, led the marketing direction, developed the experiential assets, and oversaw the design and manufacturing of all merchandise.
The design direction was well received by artists, fans, and Willie himself. The results were staggering, the show sold out while in pre-sale and the merchandise sales were the second highest in the Hollywood Bowl’s 100+ year history.
Live Nation/Blackbird Presents
Creative Director, Producer