CHEVY COUNTRY

In 2015, Chevrolet Canada proudly partnered with Paul McGuire, CMT host of Chevrolet’s Top 20 Countdown, to explore emerging undiscovered musical talent within the backdrop of various Country music festivals across Canada. As part of this collaboration, my initial task involved breathing new life into the "Chevy Country" belt buckle logo. I was also responsible for the design of the main activation tent, a rustic haven reminiscent of an old barn with sunlight leaking through the barn boards, where Chevrolet's soon to be released pickup trucks showcased their new features and cutting-edge technology. Festival attendees enjoyed live music from rising country stars playing from the truck beds, broadcasting live interviews conducted by Paul McGuire. To further enhance the festival experience, I created limited-edition branded memorabilia, including iron-on embroidered hat patches and custom-illustrated t-shirts, which were handed out to lucky visitors. Additionally, I crafted various branded elements, such as wayfinding signs and flags, throughout the festival grounds, contributing to a cohesive and immersive Chevrolet experience.

ART DIRECTION | DESIGN | ILLUSTRATION