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TRUE WEST
Background
Country music is all about storytelling and relatability. Yet there are many who actively avoid the genre based on stereotypes and clichés. As a music lover with a wide variety of interests, I was curious about challenging preconceived notions with this project.
When you think of Los Angeles, you might not think of country music, but the past, present, and future of the genre is deeply intertwined with the city. True West is a freewheeling, disruptive, yet accessible country music experience in Los Angeles.
Experience
True West consists of two unique experiences all in one ticket:
Daylights Driving Tour leads you to significant sites in country music history from your car.
Sunset Concert Series features up and coming outlaws in country music who are pushing boundaries and diversifying the genre.
Inspiration
Inspired by outlaw culture and music, True West challenges stereotypes, showcases new talent, and connects people to a mostly obscured history in Los Angeles.
Spatial Design
One of the stops on the Daylights Driving Tour, the Autry Museum, showcases the role of the cowboy as well as western migration in Los Angeles history.
True West Kit
The kit comes in a True West glove compartment organizer with wristbands, car decals, and booklets. These contain the tour map, concert series schedule, and artist features.
App & Wristbands
The True West app facilitates the driving tour with maps and special activations while the reversible wristbands act as entrance tickets throughout the experience.
System & Strategy
The logotype represents the two intertwining experiences. The counter acts as the sun setting and the cowboy boot spur that punctuates the mark, represents the sun rising.
True West is for music and history fans looking for a unique way to experience Los Angeles through the lens of country music. The experience expands the knowledge of old fans while challenging the assumptions of new fans.
Advanced Print Studio, ArtCenter College of Design