Thomas Ranch

How do you produce one of the most elaborate holiday light shows in the world?

My Role:

Art Direction, Environmental Design

The Challenges:

Solving the question of Pacifico’s ideal target market in Texas
In a crowded market, dreaming up custom solutions that could ONLY be associated with Pacifico
Working with a scaled-back budget to ensure both the client and the public were happy with the final result.

The Process:

The Trail of Lights has been an Austin mainstay since ____.

Post-pandemic, our

portal designs, candy machine, signage, credentials (badges and tickets), private party invitations, photo collage, photo opportunities, 360 photo booth, maps and wayfinding, Letters to Santa (new letters and book design), Fun Run bibs and signage, Trail Stop branding, ZIP lounge branding

Design

Pacifico’s distinctive yellow.

We included floral arrangements in tones of orange, dusty pink, and green to evoke a Southwestern feel. We also painted cow skulls with the Lucchese insignia.

Details Matter

We outfitted the venue with unique nods to the LxCS theme: floating floral arrangements, painted cow skulls, vinyl-wrapped stairs, a custom ice stamp, whiskey bottle lamps, and old Chris Stapleton posters sourced from Hatch Show Prints. We made use of the unique vertical space by projecting the collaboration logos high on the wall and smokestack. A boot-fitting station was housed in one of the nooks at Old Glory, while guests had the option of getting a custom bolo tie engraved onsite. The event also included passed apps with a southern twist and a custom cocktail menu inspired by Chris’ songs.

We designed and produced a brass insignia that we mounted to the entrance of Old Glory.

Vinyl-wrapped stairs featuring the Lucchese 1883 lockup and Chris Stapleton’s signature geometric band design

The Timeline

A key focal point of the event was a combined timeline of Lucchese and Chris Stapleton’s history. With a relatively small venue space, we opted to utilize the vertical space by constructing a custom-built tower featuring space to mount informative panels, mixed with shelves that could hold precious artifacts from Lucchese’s rich history.

Mockup of the tower’s front view. Photos of the final tower are in the gallery at the bottom of the page.

3D Boot-Making Process

Lucchese’s boot-making process is truly fascinating. To demonstrate the ingenuity involved, we designed and built a 3D representation of the boot-making process using a simple frame display to layer archival photos, cutouts, informative panels, and an actual deconstructed boot.