PROJECT CREATIVE BRIEF

PROJECT BRIEF TITLE: Brand Design For a Music Festival

CLIENT NAME CONTACT NAME CONTACT EMAIL DATE
CrowdVision Events Ltd Malcom Benedict [email protected] 12/04/2021

PROJECT / CLIENT OVERVIEW

WHAT UNIQUE SELLING POINTS
Over the past 20 years CrowdVision Events Ltd has This festival will aim to tour 4 continents each year
brought three festivals to the UK. Our first JollyRodger taking the party to a global audience featuring in a top
festival in 1990, our second Playtime festival in city of each continent.
2002, and our third Delta festival in 2010, each year
attracting thousands of people featuring top names Initially the festival will play in London, Tokyo,
in the music industry and supporting up and coming Melbourne & Los Angeles.
artists. With the success of the three festivals we are
now looking to introduce a fourth to our portfolio. At CrowdVision Events we take pride in giving a
platform to new and rising artists. This is something
Until now we have been focusing on pop, indie and we will be looking to hero as part of the attraction.
drum & bass music. As of summer 2022 we are
looking to introduce a brand new festival to attract
tens of thousands seeking to party to the finest names
in dance music. 
TONE OF VOICE
We want the brand to have a lot of spirit to inspire and
WHY excite audiences to attend.

At CrowdVision Events we are passionate about Appealing to those who love dance music, it’s tone
music, bringing people together to share in the live will need to be:
experience and giving a platform to up and coming
artists. • Vibrant • Free
• Euphoric  • Bright 
With the continued popularity of dance music and • Energetic • Inclusive
the few festivals currently taking place each year, we • Spiritual
see an opportunity to bring something new to a global
audience.

We want to create an unforgettable event and STRAPLINES

experience to bring people together to celebrate live
music from not only the biggest names but also give a We love the idea of people coming together once
platform to up and coming artists and DJ’s.  a year, to escape a routine of an ordinary life to
experience and witness something amazing together.

GOALS We like the idea of not having a single strap line but a
series that could work as part of a broader marketing
campaign. We have been thinking of a few strap lines:
We aim to attract hundreds of thousands every year
seeking to party to the finest names in dance along
Escape to euphoria
with immense visuals, lighting and pyrotechnics. We
want to shape the dance scene as we know it.
Unite in euphoria
We are aiming to take a market share of the current
Live euphoria
dance festival scene and bring a new experience to
dance festivals. The festival will tour 4 continents with
a variety of headliners to attract a big audience.
AUDIENCE STRATEGIC CONSIDERATIONS
Dance music has had a huge appeal over the past 30 Our new Euphoria festival will be up against some of
years being part of the pop scene to the more indie the most popular dance festivals so will need to stand
scene. With its continued success, especially with out and clearly communicate our values.
new generations, we are looking to target a broad
audience. We take pride in giving a platform to new and rising
artists. This is something we will be looking to hero as
Initially we will be targeting young professionals part of the attraction.
with the time and expendable cash to travel to the
Euphoria festival destinations for a full week of live Euphoria festival will play simultaneously at four cities
music. around the world and broadcast on mainstream TV
channels and online for the world to witness.
Gender: Male & Female
Age: 18 - 30+
Salary: Expendable time & income

DESIGN OVERVIEW
PROFESSION
Primarily we will be targeting young professionals
with the time and expendable cash to travel to the OBJECTIVES
Euphoria festival.
As Euphoria festival is a brand new festival, we will be
looking to create a fresh new logo identity with a full
PERSONALITY brand look and feel which we can apply across a wide
range of collateral from print to digital.
Spontaneous and spiritual seeking adventure and
euphoric experiences. We want to create a trend setting brand that the youth
will be happy to be seen visiting, tuning into and even
wearing on social media.
WHAT THEY CARE ABOUT
Initially we will be looking to create design to promote
• Dance music the event across print and digital, then once design
• Taking time out to escape has been established for promotion we will then look
• Spending time with friends to create design for the event itself across both print
• Attracted to crowds and digital.
• Experiencing live music together

IMPACT
COMPETITORS
We really want to capture a sense of euphoria. We are
There are many festivals currently dedicated to dance looking for a wow factor to get people excited!
music exclusively. Top festivals include:
We want the brand to feel fresh and contemporary
• Creamfields Festival that a young and mature audience can feel attracted to.
• Tomorrowland
• EDC Portugal
• Barcelona Beach Festival
• Amsterdam Music Festival LIKES:
• Balaton Sound

We are aiming to take a market share of the current COLOURS:

dance festival scene and bring a new experience to
dance festivals. We would like to explore a wide range of euphoric
emotion and sentations so open to a wider spectrum.
Visual examples supplied?
Links supplied? LOOK & FEEL:

[Links provided in addition notes section]

• 90’s graphic style
• Colourful & energetic
• Bold, graphic & impactful
• Euphoric
HOW WILL SUCCESS BE
STYLES & LAYOUT:
MEASURED
• Contemporary & unorthodox
• Kinetic & dynamic Success will be measured on how well the brand
• Modern style captures the vision of the festival, how well it appeals
• Texture & collage and attracts the target audience and how well it
translates over both print and digital across each
touch point.
PHOTOGRAPHY:
We will be looking to see how well the brand is
We are keen to see imagery of people coming
received by the press, the music industry and the
together enjoying live music
initial inclination for dance music influencers to share
and promote on social media.
We are interested to see how euphoria and euphoric
experience can be captured.

BRANDS: TIMELINE
We want to develop a brand that stands out from The launch of the festival will be summer 2022. We
other dance music festivals. would like to launch the promotion of the event early
January 2022.
Visual examples supplied?
There will be a lot of work to develop so we propose
the design production across 3 phases.
[Links provided in addition notes section]
PHASE 1 - BRAND DESIGN
1 month

EXISTING BRANDING Launch the initial design process from mid April 2021
OR MARKETING COLLATERAL and see an initial design for the logo identity and
brand by mid May 2021
We will be looking to create a brand for a new festival.
PHASE 2 - DESIGN FOR MARKETING
All design will need to be developed from scratch. 2 months (+ 3 month refinements)

Once we have sign off on an initial logo identity and

Brand guidelines?
brand design we can then look to roll out all collateral
Visual examples? for promotional touch points by mid July with scope
Visual assets? for further developments through to October 2021.

Once all is in place we can plan for a press release

in December 2021 with a public announcement in
January 2022 with a website launch.
DESIGN CONSIDERATIONS
PHASE 3 - DESIGN FOR THE EVENT
Primarily we are looking for something that will stand 2 months (+ 3 month refinements)
out from the competition.
Once we have sign off on design for promotion &
Design will need to be adaptable for both print and marketing we can then look to roll out all collateral
digital with scope for motion elements. for the festival site touch points for around January
2022 with developments through to February 2022
We are interested to see how design can be for further developments through to May 2022 ready
considered or adapted for each city. for production in preparation for the first July 2022
festival.
Perhaps there could be a different theme or flavour for
each city?

We like the idea of a brand that works well on

clothing, as we will be looking to create a range of
BUDGET
wearable merchandise as part of the marketing and
promotion campaign to encourage influencers to £150K
share and showcase.
DELIVERABLES
DESIGN

Logo Identity Visual Branding

Creative Territories / Options Moodboards
Research Route Options

Other:

We want to see the different ways the festival could be interpreted, so we would like to see at least 3 dis-
tinct routes to compare and consider.

TOUCHPOINTS TO INCLUDE:

PRINT

Leaflet/flyer Brochure
Business cards Stationery
Packaging Poster
T-Shirt Other (specify below)

Other:

DESIGN FOR MARKETING: Stickers

DESIGN FOR EVENT: WayFinding, Lanyards, Programs, Maps, Stage Signage, Event Merchandise, Tour Bus

DIGITAL

Website(s) Social media

Banners Emailer(s)
UI / UX Other (specify below)

Other:

DESIGN FOR MARKETING: Social media graphics, Video promo, TV & YouTube ad, Gif banners
DESIGN FOR EVENT: Video stings for broadcast, Short Advert for Youtube, Animated Gifs

PROJECT ASSETS

Brand guidelines Logo files

Design templates Fonts
Other (specify below)

Other:

Provide all print ready and digital files for event production.
ADDITIONAL NOTES

Competitor Links:

Here are some links to websites for our competitor

festivals:

Creamfields Festival
https://creamfields.com/

Tomorrowland
https://www.tomorrowland.com/home/

EDC Portugal
https://portugal.electricdaisycarnival.com/

Barcelona Beach Festival

https://www.bcnbeachfestival.com

Amsterdam Music Festival

https://amf-festival.com/

Balaton Sound
https://balatonsound.com/en/

We want to develop a brand that stands out from

these dance music festivals.