The Mountain Winery sits at the intersection of music, community, and celebration. Located in Saratoga, the venue draws a unique audience made up largely of Boomers and Millennials who value not just live performance, but meaningful, memorable experiences.

For this audience, The Mountain Winery isn’t only a concert destination. It’s a place to gather, celebrate milestones, and host once-in-a-lifetime moments like weddings and private events. The setting, overlooking the San Francisco Bay Area, carries a sense of occasion that goes beyond a typical night out.

The opportunity was to support a brand that reflected that dual purpose. The identity needed to feel premium and intimate, grounded in the venue’s winemaking heritage while speaking to a community that values craft, atmosphere, and connection. The brand had to work just as well for an evening under the stars as it did for a deeply personal celebration.

Working with a venue as established as The Mountain Winery required clarity and restraint. The challenge wasn’t reinvention, but refinement. The goal was to support an identity that could comfortably serve both live music programming and private events without feeling split or diluted.

As Art Director and designer, my role focused on guiding visual direction and reinforcing consistency across brand touchpoints. Every decision needed to balance elegance and approachability, ensuring the brand felt elevated while remaining welcoming to a wide range of audiences and uses.

The work centered on alignment. Tightening the visual system so it could scale across concerts, weddings, and seasonal programming, while preserving the sense of intimacy and place that defines the venue.

The result was a refined brand presence that felt cohesive, confident, and true to The Mountain Winery’s identity. The updated visual direction supported both premium live entertainment and private events, allowing the venue to present itself clearly across marketing, digital, and on-site applications.

By reinforcing consistency and honoring the venue’s heritage, the brand continued to support an experience that feels intentional and memorable. The Mountain Winery remains a destination where music, celebration, and community come together in a setting that feels both timeless and personal.

Lawrence Lacanilao
Art Director

• Art Director/Designer for The Mountain Winery’s brand identity.

• Helped refine visual direction with respect to the venue’s heritage and community.

• Partnered with internal teams to align assets with concerts, weddings, and private events.

• Supported a flexible brand system designed to scale across seasons, programming, and website