Leading the design for the Texas Live! identity system, I aimed to craft a brand that encapsulates the dynamic pulse of Texas culture while complementing a premier entertainment district strategically located between Globe Life Field and AT&T Stadium. This $250 million destination thrives on a constant flow of live events, demanding an adaptable, flexible, and visually compelling identity that conveys urgency and excitement.

Drawing inspiration from Texas’s rich sports legacy, the color palette centers on vibrant reds, deep blues, and crisp whites—colors synonymous with the Texas Rangers—while a stylized serif typeface subtly references the team’s historic emblem. To build upon Cordish Companies’ established “Live!” logo, the design introduces hand-rendered elements such as spontaneous line work and layered textures, providing a tactile and authentic feel that conveys movement and excitement.

The identity system was crafted to perform seamlessly across a spectrum of applications, including large-scale signage, promotional collateral, and immersive venue graphics. Its versatility ensures that every touchpoint—from bustling bar areas to outdoor event spaces—feels connected to the larger brand narrative. The system’s design prioritizes simplicity and flexibility, allowing quick assembly and customization without sacrificing visual impact, even under tight turnaround times. Ultimately, the identity emphasizes immediacy and connection, reinforcing Texas Live! as a premier destination where community and entertainment intersect.