Grandoozy

Client

GRANDOOZY

Agency

SuperFly

Role

Brand Creation
Brand Strategy
Brand Book Development
Logo & Identity Design
Marketing Strategy
Social Media
Content Creation

Our leadership led naming, brand creation and marketing for this grand doozy of a festival property, set in the Denver, CO area.

The event was uniquely set on an under-utilized local golf course and featured top tier talent including Stevie Wonder, Kendrick Lamar and Florence and the Machine headlining. The brand was designed to celebrate Denver culture, including the city’s emerging culinary, art and already prominent music scene, steering the brand and messaging away from the typical mountain resort positioning of other local events and brands.

Lost Lake

Client

Lost Lake

Agency

SuperFly

Role

Brand Creation
Brand Strategy
Brand Book Development
Logo & Identity Design
Marketing Strategy
Social Media
Content Creation
Environmental design

In the heart of the Phoenix/Scottsdale area, our leadership lead the brand creation, experiential concepting & narrative, creative marketing, and launch of this epic festival brand.

From naming and visual identity to on-site environmental design, the concept was brought to life in all its technicolor, fire-breathing glory.

Case Study | MATI

Music at the intersection

Market Research/Competitive Analysis
Audience Modeling
Brand Strategy
Brand Development
Merchandising Design
Brand Guidelines
Video Animation
Media Planning
Marketing Strategy
Sponsorship Sales

Music at the Intersection (MATI) brings music, community, and culture together in a celebration of St. Louis’s past, present, and future. Rooted in diversity and inclusivity, the event mirrors the city’s identity as the crossroads of America—where North meets South and East meets West. Since its 2021 debut, MATI has earned both local devotion and national recognition for its mission-driven purpose, eclectic lineup, and authentic connection to the city’s musical heritage. In the heart of the Grand Center Arts District, three festival stages, a district-wide block party, and a dynamic industry conference converge into one experience that entertains, educates, and empowers.

Building on strong growth in attendance, community impact, and representation, MATI enlisted Quartermaster to refine its brand, marketing, and sponsorship strategy—aiming to expand national reach, strengthen local engagement, and ensure long-term success.

The Challenge

Previous Year Execution

While MATI had built a loyal following as a locally produced event, its brand and marketing approach needed refinement to reach the next stage of growth. The existing identity lacked cohesion between its festival, conference, and block party components, and the visual system was text-heavy, disjointed, and not fully ownable in a saturated festival landscape. Marketing and media spend were not yet strategically deployed to maximize reach, targeting, and ROI. On the sponsorship side, the program remained heavily localized, relying on smaller community partnerships rather than high-value regional and national deals. Without a clear sales process, competitive packages, or structured account management, the event was missing opportunities to secure larger, more impactful partners.

Meanwhile, a new competitor had entered the market, targeting a more general audience, making it essential for MATI to sharpen its positioning around its multicultural mission and unique heritage. To compete and continue growing, MATI needed a cohesive brand identity, more strategic marketing and paid media, and a scalable sponsorship program capable of attracting and retaining top-tier partners.

Research & Insights

Early Concepts:

Quartermaster’s competitive analysis revealed opportunities for MATI to own a more distinct, localized personality anchored in the city’s cultural and artistic legacy. The brand’s typography, iconography, and color palette needed modernization and simplification, while retaining its vibrant energy. Audience insights confirmed the importance of emphasizing MATI’s dual role as both a festival and a professional conference, elevating the industry component from an afterthought to a standalone draw. We identified ways to connect more authentically with multicultural audiences, attract younger creative professionals, and position MATI as a must-attend destination for music lovers, industry insiders, and cultural tourists alike. Merchandise emerged as an underutilized channel for organic brand growth, with room to improve wearability and appeal. Across all touchpoints, the opportunity lay in unifying the brand’s elements under a clearer mission-based message that celebrated St. Louis’s enduring contributions to music, arts, and culture.
 

The Solution

Quartermaster reimagined MATI’s visual identity to be bold, modern, and meaningful. The name was streamlined to a powerful “MATI” wordmark with a timeless, legible logotype that feels approachable yet confident. Drawing from the festival’s urban development mission, the brand integrates actual St. Louis street maps into illustrations of people and musical instruments, symbolizing infrastructure as the unseen force behind artistic expression. A refined iconographic system distinguishes each programming component—a speech bubble for the conference, a location pin for the block party, and a stereo speaker for the music festival. The existing color palette was retained for recognition but refined with stronger hierarchy and usage guidelines. New typography adds eclecticism and movement, while graphic symbols embed the city’s identity into the visual language. Conference materials were redesigned with a clean, professional look that still ties back to the main brand, ensuring consistency across all components.

Beyond the rebrand, Quartermaster built a research-driven marketing and paid media strategy covering audience segmentation, channel mix, budget allocation, and KPIs. The sponsorship program was overhauled from prospecting and pitching to negotiation, activation, and reporting. For the rollout, we produced key creative assets including the lineup poster, festival map, merchandise, stage banners, billboards, artist cards, and credentials.

Outcome and Conclusion

The reception to the rebrand has been overwhelmingly positive, reinforcing MATI’s position as both a local cultural anchor and a festival with national relevance. The refreshed identity resonates strongly with multicultural audiences, differentiates MATI from competitors, and unifies the event’s multiple components under one cohesive visual language.

Sponsorship revenue and quality have significantly increased, with higher-value partnerships secured from both local institutions and national brands. Combined with the strategic marketing and media roadmap, MATI’s 2025 sales and revenue have exponentially surpassed previous years, setting new benchmarks for growth and impact. Quartermaster continues to serve as MATI’s creative and strategic partner, ensuring the brand’s momentum builds year over year.

Case Study | Rock Fest

Rock Fest

Promotional Strategy & Materials
Environmental Design
Merchandising Design

For over 30 years, rock fans from all over the globe have ascended upon Cadott, Wisconsin for the legendary Rock Fest. Quartermaster was tasked with rebranding this beloved property, with the goal of creating a more ownable ID system and better positioning the event within a heavily saturated regional festival market. It was essential that this brand transition honored the festival’s impressive legacy and struck a chord with its fiercely loyal attendees, a community deeply protective of their annual event.

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.

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.
 

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. 

The color palette draws from the fiery hues of a golden-hour sunse—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. 

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.

Outside Lands

Brand creative and marketing for this nationally recognized tentpole festival.

Client

Various Artists

Agency

SuperFly

Role

Marketing Strategy
Brand Design
Social Media
Content
Environmental Design

Between 2013-2018, our leadership was one of the driving forces behind the brand creative and marketing of the Outside Lands Music and Arts Festival in Golden Gate Park in San Francisco, which included multiple brand redesigns, annual website redesigns, social media marketing and on-site signage.

A social media post with illustrations of glasses of red wine and people enjoying wine at the music festival, on a pink background, and reads ‘Wine Lands’.

A social media post with illustrations of cheeseburgers and people eating food at the music festival, on a coral colored background, and reads ‘A Taste of the Bay Area’.

A mockup of three social media posts created for the festival: one that reads ‘Who do you think will top the Outside Lands 2019 lineup?’, another that says ‘The jig is up: I’m not a nice lady - Michelle Wolf’, and a third that says ‘Beer Lands’

The entrance to the Barbary comedy and improv stage at Outside Lands, with bright, colorful, playful and intricate illustrations covering the banner out front.

A nighttime performance to a large crowd at the ‘Twin Peaks’ named stage at the festival.

Bonnaroo

Creative marketing for one of the biggest and most influential music festivals ever.

Client

Bonnaroo Music and Arts Festival

Agency

SuperFly

Role

Brand design
Marketing Strategy
Social Media
Digital Design
Environmental Design

Our leadership had the honor of spearheading brand creative and marketing for one of the world’s most influential music festivals.

Uniquely, Bonnaroo redesigned its visual ID every year since its inception, creating a dynamic canvas in which to express the passion and positivity that truly sets this festival apart from the pack.

A social media post featuring song lyrics by M83 over a picture of the main rainbow Bonnaroo arch entrance.

Lyrics to a Grateful Dead song in white text over a colorful image from the Bonnaroo event site with a purple and green border.

A screenshot taken from the Bonnaroo homepage for 2015 showing the iconic ferris wheel.

A screenshot taken from the Bonnaroo homepage for 2014 with an article titled ‘Macklemore and Ryan Lewis are killing it.

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.

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

Case Study | Force Fields

Force Fields

Naming
Brand identity development
Promotional strategies and materials
Merchandising design

Chippewa Valley, renowned for its successful rock and country festivals, sought to expand into the electronic dance music (EDM) scene with a new festival. Quartermaster was engaged to name and brand this new venture, resulting in the creation of “Force Fields,” a festival that blends music, culture, and a captivating alien theme.

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.

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.

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.

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.

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.

Hoofbeat

Naming
Brand identity development
Promotional strategies and materials
Merchandising design

Originally known as “Country Fest,” this iconic music festival in Cadott, Wisconsin, has been a staple for country music lovers for over 35 years. As part of a strategic move to reposition and modernize the festival, Quartermaster was tasked with transforming its identity to stand out in a market increasingly crowded with competitors boasting similar names, branding, and talent lineups.

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.

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.

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.

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.