ACL Live
Create the name and identity for a state-of-the art live music venue that paid homage to the brand’s historic roots.
Build a modular system that allows for flexibility across multiple platforms including print, digital, branded merchandise, events and environments.
Creative Direction, Naming, Narrative & Messaging, Identity System, Collateral, Paper System, Merchandise, Signage & Wayfinding, Web Strategy, Web Design & Development, Events & Activations, Photo & Video Content
Where Music History is Made

As a musician, you haven’t made it until you play Austin City Limits. It’s the longest running music series in PBS history. So when it came time to move the legendary studio to its new home at the Moody Theater, the ACL Live team came to us to guide them through the branding and identity process. It was an honor to put it lightly, and when you are entrusted with a brand beloved by so many, you handle it with kid gloves and deep respect.

GS was asked in the early development stages of the project to consult on every aspect of the new brand and how customers would interact with it. Austin City Limits Live at The Moody Theater (ACL Live) is 2,750 person capacity live music venue with the spirit and history of the original space, that now lives in a state-of-the-art venue that has become the premier destination in Austin for rare live performances and special events.
Guerilla Suit proudly served as agency of record for ACL Live for over 5 years and oversaw branding and design across print, digital, events and environment for this one of a kind venue on Willie Nelson Blvd.
In partnership with ACL Live and Magda Sayeg of Knitta Please, GS staged, designed, and executed a rogue installation on the W Hotel logo in Austin, Texas. This event was created to help celebrate the arrival of Willie Nelson for the first official show at the new ACL Live on Willie Neslon Boulevard. The W Hotel was not aware of this installation until after the fact.
We are co-conspirators with like-minded people and brands who aren’t afraid to break things.
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