What began as a few friends gathered in my living room to share our songs and celebrate life turned almost seemingly overnight into a popular local event series. Songs in the Sitting Room (SITSR), born in May of 2015 evolved quickly from being a homegrown monthly living room listening session into a monthly concert series at a local venue featuring regional and even nationally-touring acts, drawing crowds of over 200 every month.

As the visionary, one of two founders and the creative director of the project, I conceptualized the brand from the ground up, developing the aesthetic and brand voice as the project evolved. This included thoughtful shaping of the brand ethos on all fronts, including designing digital and social media assets, on-site signage and materials, custom merch, on-brand event production, and even language used from the stage and in artist interactions. Songs in the Sitting Room was active in Austin from 2015 to 2017, producing over 20 shows including two unofficial SXSW showcases, drawing in over 3,000 attendees, and featuring over 30 local bands and artists.

All creative direction, brand identity design, and social content creation was done by yours truly. Project was co-founded by the talented Austin Alexander. All photos were captured by Aaron Hulbert and Atlas DeFay.