Festival rebrand / tone of voice / brand guidelines
Live Nation wanted to create more powerful brand recognition across four of their leading festivals; Wireless, Download, Hard Rock Calling and BluesFest.
On this project, I worked with a team of designers to capture the essence of each festival and create a unique set of guidelines for each. So we got to know each festival, their different audiences and what makes them great. With all four festivals in maturity, we needed to capture the essence of the festivals and evolve rather than reinvent.
In partnership with the head designer I wrote new brand guidelines for each festival. Around those guidelines we created positioning and outdoor campaigns for each festival, with an aim to help make them powerful and recognisable brands for many years to come.
This cinema ad for Download Festival captures the real excitement fans felt around our new totem identity – and I've seen tattoos in tribute to it! I'm interpreting a copycat tattoo as the ultimate accolade for a piece of creative.