Our Town Collective is an upcoming music festival and event brand focused on bringing live entertainment to underserved small towns, starting right here in Spartanburg. They produce curated, ticketed festivals featuring regional artists, food vendors, and community-driven experiences. Arrowhead Design Group partnered with the organization to build a visual identity grounded in this local music culture. The primary goal was to establish a recognizable brand foundation capable of scaling alongside their multi-location events.
The creative direction draws from vintage music aesthetics, combining warm sunset tones with visual cues inspired by vinyl records and sound waves. During the concept development phase, we explored several design routes—including custom monograms, abstract sound elements, and distinct typographic styles—to find the right balance between nostalgia and modern functionality.
The final visual system features retro lettering paired with a flexible logo suite. To support the organization’s expansion into new towns throughout the Upstate SC region, we produced location-specific logo variations. This structure ensures brand consistency while giving each local festival branch its own distinct sense of place.