Sundance 2022 for true[X]

Art Direction for the annual true[X] Sundance ski event.  Ahead of the event, I made a site visit to Park City with the Marketing team. When designing the identity of the 2022 true[X] Sundance activation, I took inspiration from the colorful buildings of Park City’s Main Street, as well as the town’s Old West history—with an Apres Ski twist.  My designs were to be carried through from the digital graphics and landing pages inviting clients to the event, to the signage, decor and swag for the luxury mountainside ski lodge where true[X] would be hosting clients during the week of the Sundance festival.  Sadly, Sundance was cancelled in 2021 due to Covid-19, so my designs did not make it to Park City that year.