Category: Music & Culture

Case Study | Rock Fest

The Challenge

As the last standing independently run rock festival in the country, the branding solution demanded a fresh perspective on a genre of music defined by rebellion. While we knew certain visual tropes would universally resonate with the target audience, we were fueled by a desire to evoke the rock culture and ethos in a non-cliché approach and reposition these familiar expressions through a uniquely local lens in order to effectively distill the special spirit and longstanding traditions of Rock Fest.

Animal skull
Barbed wire sunset
Tree rings

Research & Insights

Early Concepts:

At their core, rock festivals embody the archetype of rebel brands. However, our research revealed that, ironically, many of their brand identities relied on the exact same overused visual cues to communicate their nonconformity, such as gritty textures, rugged fonts, guitar graphics, horror-inspired themes, and traditional counterculture imagery – a formulaic, visual shorthand that failed to capture the distinctive character of each event. Given this significant aesthetic saturation in the market, we knew we needed to take advantage of this white space opportunity.

With a loyal fanbase who we knew valued individualism, resilience,and community, transforming Rock Fest’s brand presented an opportunity to celebrate these ideals in a way that felt authentically inspired and specifically personal to their proud Midwestern roots. From native wildlife skulls to rural barbed wire fences, the natural and manmade elements of the Wisconsin heartland offered a rich design foundation that aligned with the festival’s unique setting and cultural heritage.



Poster
Poster
Poster
Logos
Rock Fest text treatments
Badges

The Solution: A Bold Tribute to the Land and Legacy

The new logo draws inspiration from the rugged symmetry of wildlife skulls native to the region. Its sharp, jagged angles evoke the raw energy of rock while nodding to the tradition of mounting skulls on wooden plaques—a familiar sight in Midwestern homes, often paired with vintage rock records.

The brand mark, a barbed wire spike twisted into the classic ‘sign of the horns’ hand gesture, serves as a rebellious yet grounded emblem. Barbed wire, a symbol of resilience and community, mirrors the unbreakable bond of Rock Fest fans while tying back to the farmland setting. This modern reinterpretation blends rock’s raw energy with the festival’s down-to-earth roots.



Red background with barbed wire
Barbed Wire
Artwork
Tree rings
Artwork
Montage

The Solution: A Modern Twist on Tradition

The new logo draws inspiration from the rugged symmetry of wildlife skulls native to the region. Its sharp, jagged angles evoke the raw energy of rock while nodding to the tradition of mounting skulls on wooden plaques—a familiar sight in Midwestern homes, often paired with vintage rock records.

The brand mark, a barbed wire spike twisted into the classic ‘sign of the horns’ hand gesture, serves as a rebellious yet grounded emblem. Barbed wire, a symbol of resilience and community, mirrors the unbreakable bond of Rock Fest fans while tying back to the farmland setting. This modern reinterpretation blends rock’s raw energy with the festival’s down-to-earth roots.

The color palette draws from the fiery hues of a golden-hour sunset—vivid oranges, deep reds, and warm yellows—capturing the intensity of rock music and the natural beauty of the festival’s rural grounds. Silhouettes of native, leafless trees entwined with barbed wire add texture and depth, connecting the brand to its landscape. Tree ring patterns symbolize growth and legacy, grounding the identity in its rich history. Native wild animal skulls further anchor the brand to its Midwestern roots, reinforcing a rugged yet modern character that feels deeply personal to the festival’s audience.



Posters
Rock Fest poster
Wristband
Barricade poster
T-shirt
Guitar

Outcome and Conclusion

Rock Fest’s revitalized visual identity is a powerful testament to the enduring legacy of rock music and the resilience of its community. Much like barbed wire fences weathering the test of time, Rock Fest fans are united by an unbreakable spirit, and the new brand reflects their raw, untamed energy. The unique new brand, rooted in its Midwestern heritage, captures the essence of what makes Rock Fest a true home for rock enthusiasts, sets it apart from competitors, and appeals to a global audience.

This project underscores Quartermaster’s expertise in navigating brand transformations that honor tradition while embracing innovation. Rock Fest stands as a shining example of how thoughtful branding can empower established events to thrive in crowded markets.

Poster montage
Hat
Sidestage
Posters
Enamel pin
Poster

Artist Brand Management

Managing and developing brands for some of the world’s biggest artists.

Client

  • Various Artists

Our Role

  • Marketing Strategy
  • Brand Design
  • Social Media Management
  • Content

Quartermaster specializes in brand development and 360° marketing for musical artists, with proven experience in everything from brand strategy and visual ID systems to managing fan communication through PR and social. Our exceptional design team, authentic social voice strategies and most importantly, quantifiable results, have helped us attract some of the biggest acts in music across all genres, including Kesha, Kings Of Leon, and Cat Stevens, among many others.

Three social media posts for Kesha.
Four more social media posts for Kesha.
Four social media posts done for Wrabel.
Cover image for a Martin Sexton CD, Mixtape of the Open Road.
Two social media posts with Kings of Leon lyrics done in a vintage-looking etching style of graphic.
Graphic artwork of a quote by Charlie Daniels, with American flags, crossed arrows, and wings, that says ‘Skynrd is the purest rock & roll band the USA has ever produced.’
Social media graphic depicting Angelique Kidjo next to a kind quote about her from Bono.
Image collage of the artists Yusuf/Cat Stevens.

The Krillest

A private members organization for uncommon creatures manifesting impact through Web3.

Client

  • The Krillest

Our Role

  • Marketing Strategy
  • Brand Design
  • Merch Design
  • Social Media
  • Marketing
Website Design


We’ve made it a priority to work with innovative businesses in emerging markets like the NFT, web3, and fractional spaces. A most recent example is The Krillest, a private members organization for rare and uncommon creatures manifesting impact through Web3. By combining Web3 visionaries with extraordinary leaders across 12 non-Web3 verticals in a gated ecosystem, Krillest members build bonds through unique IRL experiences and co-create tomorrow’s next innovations through a full-stack, proprietary marketplace.

The Krillest asked Quartermaster to develop a brand that would reflect the organization’s exclusivity, purpose, and community values. From designing over 3,250 unique, generative member NFTs, to writing the company’s manifesto, to designing The Krillest Marketplace, Quartermaster provides the organization with ongoing 360˚ brand communications and marketing support to help build awareness and attract some of the most exceptional entrepreneurs, artists, investors, technologists, and thought leaders in the world to join their ranks, including cultural icons like A Tribe Called Quest founder and hip hop pioneer Q-Tip, world-class entrepreneurs and investors like Flamingo Capital’s co-founder Chris Adamo, and internationally recognized talents like actress, activist, and philanthropist Patricia Velasquez.

Three pasted-up Krillest posters in a row showing the colorful, blocky branded illustrations over top of photography, and the others saying ‘Krillest culture established 2022’
An asymmetrical collage of various lovely scenes from an exotic, luxurious vacation
Several colorful Krillest branded icon illustrations on a black background
A white button-up style shirt with various colorful branded illustrations, and several button pins with branded illustrations.
A black baseball hat with the Krillest logo in white embroidered on the front.
A black tote bag with light green handles that says ‘IBIZA’ large on the front, where the ‘i’ is a palm tree, above this it reads ‘Live Learn Connect’ and has the Krillest logo on the bottom.
Three pages from the Krillest website shown at a desktop size on a solid green background
Closeup of two silver necklaces in the shape of the Krillest chimera.
Three NFTs designed for Krillest with fantasy creatures in a blocky graphic style.
An asymmetrical collage of various lovely scenes from a beach resort vacation

Force Fields

The Challenge

Our challenge was multifaceted and required creating a distinctive new name and brand identity that would resonate with EDM enthusiasts while standing out in a saturated local and global market. Additionally, we needed to integrate the client’s desire for an “alien theme” into the event’s identity and embrace the unique farm setting where Chippewa Valley’s events are hosted. Balancing these elements was crucial to ensuring that the new festival would be both unique and appealing.

An aerial view of complex crop circles on a farm.
A field of grass near a farm at sunset.
A cow being abducted by a large, silver, UFO in broad daylight in the middle of a farm.

Research & Insights

Early Concepts:

Given our awareness that the EDM festival space is highly saturated, we knew the importance of conducting extensive research to identify brand “white space” and thematic and visual areas of opportunity. This research was essential to ensure that Force Fields would not plagiarize or heavily borrow from existing events. We analyzed a wide array of festivals to pinpoint gaps and unique elements that could be leveraged. By focusing on these untapped areas, we aimed to create a brand identity that was fresh, original, and captivating. Our insights into Chippewa Valley’s history, particularly their success in utilizing the rural farm setting for their rock and country festivals, further informed our strategy. This unique backdrop became a pivotal element in weaving together the alien theme, offering a distinctive and engaging experience that would resonate deeply with both locals and visitors.

A poster of an AI-generated pink sheep in space with pink clouds and a large pink dragonfly that says ‘Wisco’s hayfield invasion’ ‘Cadott, WI’ ‘EDM Festival’.
A poster of a chrome cow on an orange background with a silhouette of a windmill, trees, and a barn, that reads: ‘Force Fields’ ‘June 10-12, 2025 Cadott, WI’.
A poster with black and white line drawing style UFOs over a farm, with bright blue, yellow, and pink beams shooting out of them that reads: ‘We come in PLUR’ ‘Cadott, WI’ ‘Summer 2025’.
Five different logo sketches in white on a black background for Force Fields that were part of the early branding process.

The Solution: An Alien Invasion on the Farm

Naming

We developed hundreds of potential names, finally selecting “Force Fields”, designed to evoke a sense of mystery and intrigue, aligning perfectly with the alien theme and the festival’s immersive experience.

Brand Identity Development

We crafted an illustrated, graphic novel-esque theme that depicts green aliens invading the soil and livestock of a farm, directly referencing the festival’s farm setting. The logo, reminiscent of crop circles, reinforces this theme and creates a strong visual identity that stands out in the crowded festival market.

An illustration done in the final Force Fields branding style of several green plant aliens growing atop of a black windmill on a graphic style bluish-green sky with clouds.
An illustration done in the final Force Fields branding style depicting a red barn on a farm with an orange sky and several tall, green alien plants growing on and around it.
An illustration done in the final Force Fields branding style depicting glowing orange chickens who ate green alien plants and are now infected by the species.
A woman with brown hair and eyes wearing a Force Fields branded gaiter and a white shirt.
A mockup image of a wristband one would receive at the Force Fields festival, with the logo and illustrations of the green plant aliens
A collage of pages from the Force Fields brand identity guide we created, arranged in a grid at a vertical diagonal angle.

Promotional Strategies and Materials

Our promotional strategy focused on highlighting the unique alien theme and the festival’s rural setting. We developed a comprehensive suite of promotional materials, including posters, social media graphics, and video content, all featuring the striking graphic novel style. These materials were designed to create buzz and attract attention across various platforms, engaging both existing Chippewa Valley fans and new audiences.

Merchandising Design

The festival’s merchandise was designed to reflect its distinctive brand identity. We created a range of products, including T-shirts, hoodies, hats, and accessories, all featuring the alien invasion artwork and crop circle logo. This merchandise not only served as a revenue stream but also as a means to further promote the festival’s unique theme.

Four very large Force Fields posters in a row along the sidewalk at daytime, with images of the artists and illustrations of the aliens and farm animals.
A black trucker hat with the Force Fields logo in white, and a blue and orange gradient mesh panel.
A mockup image of a VIP credential lanyard with illustrations of the alien sheeps, plants and lightning, that says ‘Force Fields VIP Pass’.

Outcome and Conclusion

The launch of Force Fields has been a resounding success. The festival’s unique branding has garnered significant attention, setting it apart from other EDM festivals. Ticket sales exceeded expectations, particularly among EDM enthusiasts drawn to the innovative theme and unique setting. Social media engagement has been robust, with attendees eagerly sharing their experiences and the festival’s distinctive visuals.

Force Fields exemplifies Quartermaster’s ability to create compelling, differentiated brand identities that capture the essence of an event while standing out in competitive markets. Our work on this project highlights our expertise in transforming concepts into memorable, impactful brand experiences.

This project underscores Quartermaster’s expertise in conducting thoughtful brand transitions that respect historical significance while embracing contemporary trends. Force Fields exemplifies our ability to innovate within traditional frameworks, ensuring that established events continue to thrive in competitive environments.

A Force Fields branded entryway sign that is waist-high and very long, which reads ‘Hello, Earthling’, with the Force Fields logo and an illustration of the green plant aliens, against a painted black brick wall outside
A Force Fields poster hanging on a wood panel wall outside with the logo that says ‘Wisco’s Hayfield Invasion’ ‘June 13-15’ with illustrations of alien flowers that grow and then fly into the sky looking like UFOs.
A Force Fields t-shirt with the logo mark that is black at top and the bottom third of the shirt is gradient blue to orange.
Three posters for the Force Fields music festival that read ‘We Wub in Peace’ and ‘Halfway to Nowhere’, at a large scale in a large frame, outside by a sidewalk in daytime.
Main stage at Force Fields during daytime with a large crowd, with illustrations of alien plants on the jumbotron screens and the logo with crop circle graphics on the top of the stage sign.
A music festival campsite at nighttime with huge balloon versions of the branded festival farm animals, including a cow, sheep, pig, and chicken
A vinyl banner on a metal fence barricade with the Force Fields logo, and an illustration of a red barn with green alien plants growing in and around it.

Hoofbeat

The Challenge

The challenge was multifaceted: to create a distinctive new name and brand identity that would resonate with younger audiences while maintaining the festival’s longstanding appeal. The rebranding needed to distinguish the festival from its competitors and refresh its image to capture the interest of both new and returning attendees.

A windmill on a farm at dusk, with purple, orange and yellow sky, and the tops of a few trees.
Close-up of a cow’s pink nose.

Research & Insights

Early Concepts:

Our research indicated that attendees of country music festivals are increasingly looking for unique, engaging experiences that connect them to the community and the local culture. Insights from the festival’s history, specifically its longstanding location on local farmland, highlighted the potential to draw on this rich heritage. The farmland setting and familiar agricultural motifs provided a unique backdrop that could be woven into the festival’s new identity to resonate deeply with both locals and visitors.

An early poster and branding concept for Hoofbeat with a blue, orange, and pink gradient background, black silhouette of a windmill, and black distressed texture that reads: ‘The country’s largest party in a hayfield’ ‘Cadott, Wisconsin June 27-29’.
An early poster and branding concept for Hoofbeat on a yellow background with red and black text, with a cowboy spur attached to the H, and lists several names of the artists performing with some of their pictures and the date.
An early poster and branding concept for Hoofbeat on a grainy orange background with a large, flat color pink guitar shape, white clouds, a black windmill, and two black horses, all done in a graphic flat style.
Five early logo options for Hoofbeat.
Four early logotype options for Hoofbeat.
Two early VIP and Artist credential pass designs in light purple and seafoam green.

The Solution: A Modern Twist on Tradition

Leveraging the festival’s agricultural roots, Quartermaster introduced “Hoofbeat” as the new festival name, evoking the rhythmic pulse of country music and the pastoral charm of its farmland setting. This name and the corresponding brand identity were designed to stand out in the cluttered landscape of country music festivals, offering a fresh and memorable brand experience.

The rebranding extended to a comprehensive redesign of the festival’s website, transforming it into a dynamic platform that reflects the new brand identity and improves user interaction. Our social media strategy was overhauled to engage a younger audience, utilizing vibrant visuals and interactive content that highlighted the festival’s unique setting and heritage.

Brand identity elements, including logos and color schemes, were redesigned to incorporate agricultural motifs and imagery that connected with the local farming culture. Promotional materials and merchandise were also revamped to align with the new branding, using modern aesthetics that appealed to a broad demographic spectrum.

An example of the final photography style for Hoofbeat, with a man in a cowboy hat singing and playing guitar into a microphone with pink, purple and orange gradient overlay.
A black cow pattern texture on top of a pink, purple, and orange gradient and film grain background.
Various graphic shapes of cow ear tags in black and white.
A collage of pages from the Hoofbeat brand identity guide we created, arranged in a grid at a vertical diagonal angle.

Outcome and Conclusion

The transformation from Country Fest to Hoofbeat has successfully revitalized the festival’s image and appeal. Ticket sales increased, particularly among younger demographics, and social media engagement rates surged, indicating a strong approval of the new brand identity. The festival now stands out distinctly from its competitors, with a unique identity rooted in local culture yet appealing to a modern audience.

This project underscores Quartermaster’s expertise in conducting thoughtful brand transitions that respect historical significance while embracing contemporary trends. Hoofbeat exemplifies our ability to innovate within traditional frameworks, ensuring that established events continue to thrive in competitive environments.

Three Hoofbeat branded posters in a frame on a wall with the lineup of artists names, event logo, and imagery of the artists.
Waist-high festival barricade with vinyl banner attached that says ‘Welcome’ with the brand cow print pattern and logo.
Hoofbeat branded bandana with cow print pattern and logotype.
Artist pass credential lanyard with the Hoofbeat logo and cow print pattern, in the shape of a tag worn on a farm cow’s ear, on a tan background.
Four posters in a frame by the sidewalk in daytime that have images of the artists with the brand’s gradient overlay, silhouettes of wheat, and slogans that say ‘Party till the cows come home’ and ‘Wild, wild, Wisco’.
A mockup image of a wristband one would receive at the Hoofbeat festival, with the logo and colorful cow print pattern.
Black and white Hoofbeat branded trucker hat with the guitar-shaped cow icon on front.
Main stage at Hoofbeat during daytime with a large crowd, with black silhouettes of wheat with the gradient pattern and logo on the jumbotron screens, and the logo on the top of the stage sign.
Fireworks in the shape of the Hoofbeat logo at nighttime over the festival grounds.
Black Hoofbeat t-shirt with guitar shaped cow head logo that says ‘Wild, wild, Wisco’ and the logo underneath.
Festival lineup poster in a frame on a wooden panel wall outside.