Brassroots District LA ’74 is an immersive theatrical production that combines theater, a live concert, and a dance party into one exciting and innovative night. According to the production’ website, “After a difficult road to creation that put Ursa and Copper at odds with the label owned by Ursa’s brother Gil, the band might be looking for a new home. When a savvy exec from Columbia Records shows up unexpectedly with a time-sensitive demands, the band has to consider the connections between family and reach, cost and success, authenticity and music.”

MY ROLE

I was approached by the creators of the show, Andrew Leib and Ari Herstand, to help build the visual world of the show. This meant creating a brand guide and logo, as well as posters, social media posts, and event signage that stayed true to the 1974 time period. I even created a logo and various stationery for the in-world record label, For The People Records.

PROJECT CHALLENGES

Being a fan of both immersive art experiences and the 1970s, I wanted to make sure everything was period-accurate. That meant only using typefaces available in 1974, restricting references to news items and music to only things that happened between February and May of 1974, and making sure the visual language was truthful to the period and not just “70s-by-way-of-the-2020s-inspired.”