Stagecoach has always been a cornerstone of country music culture, but the audience has evolved. Alongside longtime fans, newer generations were showing up. Millennials and Gen Z drawn in by crossover artists and a broader definition of what modern country looks and feels like.

The opportunity was to move the brand forward without losing its identity. The goal wasn’t traditional western or Americana visuals. No burnt paper, no rust, no folk clichés. Instead, we leaned into the emotional landscape of the desert itself. Dramatic sunsets, light flares, fire, and neon-inspired moments became the visual language. A palette of blues, golds, orange, and peach helped ground the brand in warmth and energy while feeling modern and elevated.

This was about redefining what a country festival could look like today. Familiar at its core, but visually bold and culturally current.

Stagecoach needed a full visual reset across digital platforms while maintaining clarity around the most important fan actions. Buying passes. Planning camping and stays. Navigating amenities. The website, in particular, needed a major overhaul.

My role focused on building a detailed, future-facing style guide and overseeing the visual direction for both the website and app. Working closely with the main marketer and internal creative team, we developed a system that felt cohesive across posters, digital campaigns, and product experiences.

The site introduced parallax elements to add depth and movement without getting in the way of usability. Every design decision balanced immersion with function. The style guide became the foundation that allowed multiple teams, including poster designers and development partners, to stay aligned while working across different platforms.

The challenge was cohesion at scale. Making sure everything felt like one voice, one world, and one experience.

The 2024 Stagecoach Festival sold out, reinforcing the strength of the refreshed brand and its ability to connect with both loyal fans and a new generation of attendees. Public reports estimate approximately 89,000 tickets sold, marking another strong year for the festival and validating the shift toward a more modern, inclusive visual direction.

By moving away from traditional Americana and leaning into dramatic desert elements, light, and color, the festival presented a country identity that felt confident, current, and culturally relevant. The refreshed look carried consistently across posters, social, the website, and the app, helping the experience feel unified from announcement to on-site arrival.

Beyond the event itself, the redesigned website and app created long-term value. The digital refresh established a strong foundation for the creative team to continue partnering with Goldenvoice and other AEG Presents affiliates. It demonstrated how thoughtful design systems could support not just marketing, but development teams and broader digital initiatives across the organization.

The result wasn’t only a sold-out year. It was a clearer role for the creative team within the digital ecosystem, proving how design, storytelling, and technology can work together to support future festivals at scale.

Lawrence Lacanilao
Art Director

• Collaborated/designe the Stagecoach Festival style guide

• Defined the visual direction across website and app experiences

• Ensured cohesion between posters, digital campaigns, and product design

• Partnered closely with marketing and internal creative teams

• Supported development teams by providing clear, scalable design systems