true[X] at Sundance
art direction / design
00. Project Overview
Each year during the Sundance Film Festival, true[X] hosts an exclusive client event, inviting VIP guests to enjoy a ski-in, ski-out mountain chalet in Park City, Utah. As Art Director, I had the opportunity to lead the creative direction and develop a unique visual identity for the event. The goal was to capture the spirit of Sundance and Park City's mountain culture while creating a cohesive, memorable guest experience. The identity extended across every touchpoint, from digital invitations and RSVP pages to environmental signage, custom merchandise, and gifts at the chalet.
01. Creative Direction
Ahead of the event, I had the opportunity to visit Park City, Utah, where I explored its historic Main Street and drew inspiration from the town’s mining heritage, mountain culture, and eclectic mix of vintage and contemporary design.Using this research as a starting point, I developed three distinct creative directions—Western Heritage, Hippie Heritage, and Classic Heritage—each with its own visual references, typography, and logo explorations. Presenting multiple concepts gave the Marketing team an opportunity to weigh in on the creative direction and select the aesthetic that best captured the spirit of the event.
