The audience comes to Dune Peninsula not just for shows, but for the setting itself. It’s a place to experience music outdoors, enjoy the environment, and connect with the surrounding land and water. The opportunity was to create a brand that felt organic, welcoming, and deeply tied to its location, while still functioning as a modern, flexible venue identity.

The inspiration drew from Pacific Northwest culture, coastal ecosystems, and a sense of openness. The brand needed to feel calm yet energetic, natural yet intentional, and aligned with the idea of enjoying entertainment in harmony with the environment.

This was a ground-up brand build, following a similar workflow to Globe Iron. As Art Director, I worked within a team of designers and partnered closely with marketing stakeholders to shape the venue’s identity ahead of its public launch.

I led the logo design and helped define the core visual system, including typography, color palette, textures, and graphic elements inspired by wildlife, marine life, and the surrounding landscape. The challenge was to create a system that felt rooted in nature without becoming overly literal, allowing the brand to flex across concerts, community events, and seasonal programming.

Once the direction was approved, I helped develop and art direct the style guide, ensuring the system could scale across digital, social, print, and on-site applications. The brand needed to feel cohesive, durable, and adaptable, supporting both the venue’s location and its evolving programming.

The result was a brand that felt distinctly connected to its environment and purpose. Dune Peninsula launched with an identity that embraced nature rather than competing with it, giving the venue a clear visual voice from day one.

The system supported marketing, social presence, and on-site materials, helping position Dune Peninsula as a destination where entertainment and landscape coexist. By grounding the brand in Pacific Northwest culture and marine influences, the venue established a strong sense of place that resonates with audiences seeking an outdoor, experience-driven setting.

The work helped set the foundation for a venue identity built to grow, adapt, and remain connected to its surroundings.

Lawrence Lacanilao
Art Director

• Collaborate logo design and core visual direction.

• Defined primary design elements including typography, color palette, textures, and graphic systems.

• Partnered with marketing stakeholders to approve final brand assets

• Developed and art directed the brand style guide