![](https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=810&ixlib=php-3.3.1&q=82&usm=20&w=1440&s=8aded9a089f105106bee3393de5594ac 1440w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1620&ixlib=php-3.3.1&q=61&usm=20&w=2880&s=4589e23e3b5492f379786c56e7e140fe 2880w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=620&ixlib=php-3.3.1&q=82&usm=20&w=992&s=70fde3482d32f2bece371f229228f869 992w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1240&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=8ffb08fd5bb3bc3473cdd50c58ab27ef 1984w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=680&ixlib=php-3.3.1&q=82&usm=20&w=850&s=9006551feafad928e7f80b61edde7ab1 850w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1360&ixlib=php-3.3.1&q=61&usm=20&w=1700&s=512f11a7c655d9a8eef5b08d9097d77b 1700w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1066&ixlib=php-3.3.1&q=82&usm=20&w=600&s=01b0e1fcbbd5dae86636f0d06d15c4e3 600w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2133&ixlib=php-3.3.1&q=61&usm=20&w=1200&s=86c74b05ffbaef42c95263ade50f28b1 1200w, https://varyer.imgix.net/FF-Header.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=3200&ixlib=php-3.3.1&q=41&usm=20&w=1800&s=1bbbb412baeafc60a379dfda8c28017b 1800w)
High Country Motor Lodge
Premise
How to encapsulate the spirit of a little-known Arizona motor lodge’s inaugural music festival? Deep dives into classic Route 66 ephemera and roadside motel culture. Good, old fashioned library archival work in search of authentic artifacts. And some truly revelatory aural adventures into country, folk, and psychedelic twang.
Jumping off from High Country Motor Lodge’s existing hospitality brand’s visual language, we built a bespoke festival aesthetic and an end-to-end experience for fans, from a 360 website to souvenir posters.
Goal
![](https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=4247fe643aede5628f228ec27a093260 1200w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=6c25455a222622b13ed884707bc674ed 2400w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=3c0f2081a7c4180e43928381d51dc1b0 992w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=fcf5c3606ff1c15ce0cab101da3d1a46 1984w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=1f0274201b9250358115df43bc492018 768w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=51fde70306f80a536462a1e24586f648 1536w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=7e42953046a1720178a2384c32f44710 576w, https://varyer.imgix.net/FF-Event.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=aea14787436faf40565a4fc9feb9f3c7 1152w)
One day, then fade away
Hosted at the acclaimed High Country Motor Lodge, the inaugural Flagstaff Fadeaway Festival was a one-day cosmic country music festival that took place September 30, 2023, and benefited the Glen Canyon Institute. The event boasted a remarkable lineup of Color Green, Sylvie, The Senators, Spencer Cullum + Rich Ruth, and Kacy & Clayton, transporting festival-goers through a sonic menagerie of country, folk, and psychedelic twang to create a once in a lifetime music and hospitality experience in the high desert of North Arizona.
“An on-the-beaten-path hotel with an off-the-beaten-path approach to 1960s roadside culture.”
Archival inspiration
We were inspired by found postcards, western showcase flyers, and roadside motel culture. Research into classic Route 66 ephemera was conducted with the help of vast online archives, particularly collections kept by the Phoenix Public Library and the Arizona Historical Society. The final visuals juxtapose clean graphics drawn from these collections with doodles you might find on the page of a hotel stationary pad or a cocktail napkin, which are complemented by colors pulled from the Arizona sunset and vintage film photography.
![](https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=540&ixlib=php-3.3.1&q=82&usm=20&w=960&s=4576008977fd0a1122ae1db84be96424 960w, https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1080&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=fcfa72201d3c098e9a7cc0918a1c347b 1920w, https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=9f4c723000bad16a25113632dae064ce 768w, https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=facb8092a3f3f63109fd649029e1e088 1536w, https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=adbe7a80c62debb7c50ba6375a439ef9 576w, https://varyer.imgix.net/FF-Dinner-Plate.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=8a3e53f8eb2d52ac0916619332a07e98 1152w)
![](https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=539&ixlib=php-3.3.1&q=82&usm=20&w=960&s=1ec78e5cdf7d3d6fbd81d8f1b0a9b4f3 960w, https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1079&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=7d9e3c47ee6520728eabf922a44c7c51 1920w, https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=431&ixlib=php-3.3.1&q=60&usm=20&w=768&s=c11b86a5069bf129ebb9ce47166955c4 768w, https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=863&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=3f72d6e7a1ddb8abc544f754c4de9021 1536w, https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=323&ixlib=php-3.3.1&q=60&usm=20&w=576&s=5de03200a39f7f0e620b36a66117d283 576w, https://varyer.imgix.net/FF-Postcards.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=647&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=e4c5401a7238f12aab68f6a7a12ab039 1152w)
![](https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=539&ixlib=php-3.3.1&q=82&usm=20&w=960&s=f085f23ce28ef3975f1c85fde3cf733a 960w, https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1079&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=50c1a960a004ba3c2e1aa1feb8fcf5c5 1920w, https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=431&ixlib=php-3.3.1&q=60&usm=20&w=768&s=d586b04c779cba3469af2c1b84e4c08a 768w, https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=863&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=e8596967b4e89cfdd503703312ffeab9 1536w, https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=323&ixlib=php-3.3.1&q=60&usm=20&w=576&s=19a9608e1f5dd5af7b7d62ce9d697bb9 576w, https://varyer.imgix.net/FF-Bumper-Sticker.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=647&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=f9d057066b6aea8e358a2b90b089293d 1152w)
![](https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=a41acf673b91b8746f69e4082f7a9227 1200w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=f2d05e580d160b4807a73576712ddd2b 2400w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=72abcb5885c88768b1f09158c05fe802 992w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=52e700ba6a6662ce32a890744b2e3ff0 1984w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=1149aa2c0e15d5f13bb93fadd759523c 768w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=f044240db5cd4dc54d6344a5fec92a7f 1536w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=538d2b365aeb44d50cd5f89700323f3b 576w, https://varyer.imgix.net/FF-Illustration.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=e1b1b52b6dbdf6c71d0e21b292289ae3 1152w)
The festival branding was developed to live alongside High Country Motor Lodge’s existing visual language, and shares key colors and supportive typography styles. The primary typeface used for Fadeaway was built from woodcut type we found in a Flagstaff postcard from the ’50s, complete with charming imperfections characteristic of an oft-used type set.
![](https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=e60054db21fac3ca401803f53f747f2c 1200w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=c6556b1105c59848984700f85ce15be0 2400w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=50c5b2f14f149d56a62e7aa4e1d33be6 992w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=442cfcd39eb4baefa75b72e333389ccc 1984w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=81c2dfa9e1d32f7d56ac604ed73905df 768w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=65601234ec3f3fdabe721a071393fb1c 1536w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=2439fb35e897ad3b04422da6476bc01e 576w, https://varyer.imgix.net/FF-Type.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=3a0c2b8ec60721312881f4d6d3c27f3c 1152w)
Three alts were developed for the festival logo, all comprised of custom modular lettering and cursive script. The modular lettering, inspired by the striking geometry found across Arizona architecture, is built from only two shapes—a quarter round and a softened rectangle—creating infinite possibilities for an expanded alphabet, illustrations, and icons. The cursive “fadeaway” lettering is inspired by the embroidery on a pair of well-loved cowboy boots. The logo alts allow for different fills and colors, including a custom rope script option for an extra kick.
![](/uploads/FF-Logo.gif)
Microsite, and souvenirs
We designed and built a bespoke festival website that hosted ticketing, lineup and sponsorship information, and travel resources. The website was developed in-house, and utilized graphics, illustrations, and photo styles drawn from key poster art.
We produced shirts, hats, stickers, and posters for the festival, including wayfinding graphics and souvenir art. Merch imagery was pulled from the library of illustrations we developed throughout the branding process.
![](https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=539&ixlib=php-3.3.1&q=82&usm=20&w=960&s=6e429d8062e528e0876f97b6469c729e 960w, https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1079&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=59b6f679d108dc4c8ec3cc77118413d5 1920w, https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=431&ixlib=php-3.3.1&q=60&usm=20&w=768&s=d7b2a02143ab4bdc0d931c8f59b14500 768w, https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=863&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=7906f9f717858b9c6157a2af69076f85 1536w, https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=323&ixlib=php-3.3.1&q=60&usm=20&w=576&s=327ff40651b10f58baa706bc7fc80e48 576w, https://varyer.imgix.net/FF-Poster.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=647&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=1d7877db47beb8fd29b11ec18a6e1db2 1152w)
![](https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=538&ixlib=php-3.3.1&q=82&usm=20&w=960&s=e9786fb69c139a543f2109612ad7d05b 960w, https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1076&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=b5753d8614cbbc0e6d7a7e5abc38b579 1920w, https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=430&ixlib=php-3.3.1&q=60&usm=20&w=768&s=fad2073a2e40d5e093c1475dd2d242da 768w, https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=861&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=eb90cc06e7837992308ddf3898a53b0f 1536w, https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=322&ixlib=php-3.3.1&q=60&usm=20&w=576&s=85bea1eb7174c0a5033f19edb35aef3d 576w, https://varyer.imgix.net/FF-Shirt.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=645&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=f21e5eb22cd42c15ae9497c7b175e7e2 1152w)
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