BackCountry Festival

Set in the shadow of Jobs Peak on a real working ranch in Gardnerville, Nevada, BackCountry Festival brings the raw energy of outlaw and alt country to the heart of the Eastern Sierra. Promoters pulled together a powerful lineup of big-name and rising acts like Midland, Ashley McBryde, Paul Cauthen, and Hailey Whitters, to name a few. But they knew the festival needed more than just talent. It had to feel honest. Grounded. Local. Something that would resonate with the community and invite nearby markets to experience the real Nevada. Alongside the music, the festival featured a BBQ and Brews experience that gave a nod to Nevada's ranching roots, offering up smoked eats, cold drinks, and a place for the community to gather between sets.

We built a festival identity that balances grit and soul, inspired by the heritage of Corley Ranch, the majesty of Jobs Peak, and the fiery sunsets that Carson Valley is known for. The logo features a lone cowboy looking out over the valley as the sun drops behind the peaks. He is part of the land, not separate from it. The emblem is shaped like a guitar pick, nodding to the music without being too on the nose. The custom wordmark adds motion and style, with lasso-like curves.

The design system pulls its tones and textures directly from the land itself. Every detail, from typography to layout, was created for flexibility without losing character. The brand kit works across every touchpoint and holds its own whether on stage banners or beer cups.

BackCountry Festival now stands as more than just an event. It feels rooted. Real. Like something that could only happen here.