Identity and Branding
Copywriter

True West came into being with a couple of things: a dream of starting Boise’s first film festival, and a name for it that defined its character. From there, an art director and I branded it based on the strategy line: “open range for independent film.” A converse sneaker with a spur became the perfect juxtaposition. Over multiple seasons, we created all the campaign elements, from print to web, to mobile marketing. There is also a guerrilla campaign in which we secured the guerrilla style url “weliketowatch” for the festival team (don’t visit there now, I think it’s become a porn site). The bottom samples are some of the guerrilla tactics we plastered around town.