The Willamette Valley Music Festival (WVMF), hosted by the UO Cultural Forum, is an established cultural tradition in Eugene, Oregon, which began in 1965. WVMF 2012 was our 3rd year working on a design campaign for the festival. Every year brings with it different organizers, talent, and sustainability innovation and thus, the task for our designers Nik Wise and Bryan Schuldt was to reinvent the brand and produce materials that were instantly identifiable.