In 2015, Chevrolet Canada partnered with Paul McGuire, host of CMT’s Top 20 Countdown, to launch Chevy Country — a cross-country activation celebrating emerging musical talent at major country music festivals across Canada.
The initiative aimed to connect festivalgoers with Chevrolet in a way that felt authentic, memorable, and rooted in the spirit of country music. My role was to help bring the Chevy Country brand to life — visually and experientially.
The project began with a refresh of the “Chevy Country”belt buckle logo, giving it new energy while preserving its rugged, recognizable heritage. From there, I designed the main activation tent, transforming it into a rustic, barn-inspired structure with sunlight streaming through stylized wood slats. Inside, Chevrolet’s upcoming lineup of pickup trucks was displayed in dramatic fashion, allowing attendees to explore the latest features and technology in an environment that felt warm, lived-in, and unmistakably country.
The experience was centered around live music: rising country stars performed from the beds of Chevy trucks, while Paul McGuire conducted live interviews on site, broadcasting the vibe and energy of the festival to fans across Canada.
To extend the brand experience and create lasting impressions, I designed limited-edition festival merchandise, including custom-illustrated t-shirts and iron-on embroideredhat patches — exclusive giveaways that became sought-after collectibles for lucky attendees. In addition, I created a full suite of supporting brand assets, from wayfinding signage and flags to on-site graphics and environmental elements, ensuring a seamless and cohesive presence throughout the festival grounds.
The result was a dynamic, immersive campaign that celebrated country music, connected with fans, and reinforced Chevrolet’s deep ties to Canadian culture and community.
ART DIRECTION | DESIGN | ILLUSTRATION