Nashville, the “Music City”, is a place where so many art forms have flourished and come together. Music is a universal language that serves as a meeting point across different communities, racial groups, class lines, and more. An allusion to Tennessee’s history as the birthplace of multiple American music genres, including country, blues, gospel, and soul, the Arnold Venture’s ATM theme reflects their desire to work in unison, pursue shared goals, and maneuver through dissonance.

W&L, as Creative Director, helped to create a cohesive look and feel through event branding, stage, and asset design across both digital and physical spaces.