In partnership with Tony Fay Public Relations

The Challenge: Develop a cohesive and engaging brand identity for Troy Aikman’s inaugural Highway to Henryetta music festival, set to take place in his hometown of Henryetta, Oklahoma. The client provided a moodboard (shown to the right) and suggested incorporating an 8 as a nod to Aikman’s iconic jersey.

The Solution: I aligned the brand to the Explorer archetype, knowing attendees would be taking a road trip to the festival. Drawing inspiration from the open road, rolling hills and endless skies, I steered the creative direction toward a sense of discovery and adventure. The primary logo featured an icon with an 8 subtly embedded in the negative space, while a secondary logo evoked the nostalgia of a classic highway sign. The project spanned a website, advertisements, merchandise, event signage, social media graphics, a festival map and a schedule poster. Headlined by Blake Shelton, the festival raised $175,000 for Henryetta ISD, with merchandise selling out entirely.