Project: Willie Nelson’s 90th Birthday Concert (Blackbird Presents)
Goal: My aim was to create a brand and design system that could seamlessly adapt to every stage of the project’s journey, spanning from a live event to numerous broadcast productions, media releases, and merchandise.
It all started with a deep understanding of the subject matter and immersing oneself in the intricate details surrounding the event. Willie Nelson, who was about to celebrate his 90th birthday on April 29, was born and raised in the Lone Star State. For over four decades, he has made Luck, a small town with a fascinating history, his home, far away from the glitz and glamour of Tinseltown. The concert was set to take place at the famous Hollywood Bowl, a complete contrast to the ghostly atmosphere of Willie’s humble abode.
What’s interesting is that Luck was originally constructed as a movie set for the iconic film “Red Headed Stranger,” a movie that paid tribute to the Spaghetti Western genre, which greatly influenced Willie. Therefore, it only seemed fitting to create a brand that would connect Willie with these beloved films. And so, the image of a cowboy, accompanied by his loyal horse and guitar named Trigger, emerged, riding off into the sunset of a fictional town that bridged the gap between Luck and the Hollywood Bowl.