Track 29 is a prospective music venue coming to Chattanooga's burgeoning arts district. The Choo Choo has history on its side, and Track 29 draws its identity from Chattanooga's gritty industrial past, as well as the iconic, ironic song that made the station famous. The identity is evocative of the train industry; gritty and honest, but in implementation, it maintains a clean, modern value. The venue is for all types of bands, but especially indie, country, rock, and electronic. The brand, as a result, is all-inclusive. This identity was developed in collaboration with Michael Mahaffey (link to Michael's portfolio can be found under Project Info).