Festival Casual

Festival Casual started off as a concert where the world-renowned Jamaican reggae band Inner Circle was the main event and 1 local band would play as an opening event. Because of the large number of bands that wanted a chance to open for such an event, the producers, along with Inner Circle themselves, decided to create an event where all of the bands were able to play. Bands ranging from reggae to ska, along with the sounds of the current indie scene all merged to create an event for everyone to enjoy.

My team was tasked with the job of letting the word out: the repositioning of the target audience, the awareness of the brand’s event, and the new sense of direction—all in the span of 1 month.

We chose the name because of its simplicity, we designed a website that would showcase the bands that were being added to the event as it happened, and we launched an aggressive social media campaign (focused on Facebook and Instagram) to successfully reach the numbers before the deadline.

Trump Gothic™ East Bold was chosen as the main and only typography because of its name as a counter-political statement against the current POTUS. Ironic, to say the least.

The event was a sold-out success, with multiple bands performing across different stages to create a lively, festival-like atmosphere. Inner Circle closed out the night as the headliner, still drawing the biggest crowd.

Summer 2017 was one to remember.