Location: Featured Expertise

Metabolé

Brand creation for an industry-leading food science innovation community.

Client

  • Metabolé

Our Role

  • Naming
  • Brand creation
  • Collateral Design

Metabolé is an organization that brings together business and academic leaders from the worlds of biotechnology and food science to tackle issues impacting the global food chain, particularly in impoverished and third world countries. Quartermaster worked closely with the organization on the creation of both its name and its flagship brand ID. The visual system and positioning we established has served as the foundation for all ongoing communications and event materials. 

A graphic showing the inspiration behind the Metabolé logo; a round meeting table with people sitting at it (represented by dots around a larger circle), then, the addition of seeds to the concept represented by seed shapes around a larger dot, and finally, the final logo icon.
The full, horizontal Metabolé logo shown on four different brand colors including light blue, dark blue, maroon, and beige.
Place setting with silver charger and silverware, with a maroon vertically rectangular dinner menu placed on top that lists the Starters and Dinner options.
Navy blue baseball hat with the Metabolé logo on front in white and light pink.
Maroon colored sign in an acrylic case with the Metabolé logo that reads ‘Dining Room’ and has a carat as an arrow pointing towards it.
A large maroon canvas banner hung outside a large building between two Roman style concrete pillars with the Metabolé logo and headline that reads ‘Innovators for Food and Health’.
Display of various Metabolé branded stationery, including a letterhead, envelope, and business cards.

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 announcing Anderson Paak and the Free Nationals as an artist, with an image of Anderson in the center and the background split into gold and tan solid colors with radial linework and a slightly distressed overlay, with the Outside Lands logo in the corner.
A social media post announcing Paul Simon as an artist, with an image of him in the center and the background split into gold and tan solid colors with radial linework and a slightly distressed overlay, with the Outside Lands logo in the corner.
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 page from the Outside Lands brand guidelines showing a poster example of a correct and effective way to use the brand illustrations.
A page from the Outside Lands brand guidelines explaining the illustrations created for the brand identity and how to use them
A page from the Outside Lands brand guidelines explaining the logo in all its forms and the specific rules for usage
A page from the Outside Lands brand guidelines explaining the color palette and how it should be used
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.

Vetnique

360 marketing support for this veterinarian-led pet supplements company.

Client

  • Vetnique

Our Role

  • CMO Consulting
  • Marketing Strategy
  • Automated Email
  • Loyalty and Referral Programs
  • Brand Design
  • Content
  • Social Media Management

Vetnique was looking for a new marketing and creative partner to level-up the company’s outward communications, refine their brand identity and position the company more competitively in a very competitive market. 



Quartermaster began with an industry analysis in order to better understand the market landscape and isolate key areas of improvement.  This included consideration for a new automated email strategy to more effectively engage customers throughout the buying cycle and recommendations for upgrading the company’s subscription and referrals programs, in addition to an overall refinement of the company’s printed and digital materials.


Quartermaster rebuilt Vetnique’s email system from the ground up and developed a new set of brand guidelines to align all communications including packaging, website, social, OOH and digital advertising.

Additionally, Quartermaster now supports Vetnique with a full range of marketing services, including organic social media management, paid ads, and ongoing CMO support from our founder.

A graphic breakdown of the elements that make up the Vetnique logo, including a health icon and the letter ‘V’.
An adorable white and brown Australian Shepherd puppy lying on his back looking happy, next to a doctor's stethoscope and the Vetnique Labs logo, on a solid blue background.
Various pages from the Vetnique brand guidelines book arranged in a grid at a vertical diagonal angle.
Three views of an email design created for Vetnique for Order Confirmation
“A detailed view of a Vetnique product titled ‘Glandex’ with a silly image of a dog showing its tail and looking backwards, with a full list of the graphic symbols developed for each type of special ingredient used across the product line.
Several social media posts showing the Vetnique products, and lifestyle images of people with their pets.

Barnstorm Foundry

Brand design and marketing strategy for this food science innovator.

Client

  • Barnstorm Foundry

Our Role

  • Brand design
  • Website Design

Barnstorm Foundry collaborates with entrepreneurs and leading scientific and domain experts to launch new businesses that deliver first-in-class health benefits to consumers through foods, beverages, and consumer health offerings. They approached Quartermaster to help create a brand ID that would separate the company from competitors while reflecting their forward-thinking approach.

We accomplished this through an extensive industry analysis, which allowed us to uncover areas of market saturation and unique opportunities within the space. The result is an ID system built around the concept of innovation. The logo features a three-blade propeller, each representing one of the company’s three partners, and how they work together to propel change towards a more sustainable food system.

A billboard on the corner of a large building with the Barnstorm logo in blue that reads ‘Creating the future of food.’
Maroon t-shirt with the Barnstorm logotype on the front corner, and the logo icon large on back where underneath it reads ‘We are the future of food.’
A white canvas tote bag with the Barnstorm icon very large on the front and the logotype in the top left corner.
A set of stationery with the Barnstorm branding including a letterhead, envelope, and business card.
A beige poster with the slogan ‘We are the future of food.’ and the Barnstorm logo icon in blue, large at the bottom bleeding off the page.
A brown baseball hat with a blue version of the logo icon on front.
Several pages of the Barnstorm Foundry website shown on various device sizes including mobile, desktop, and a tablet.

Jewel Osco

Celebrating ‘local’ in a TV spot for this Midwest grocery mainstay.

Client

  • Jewel Osco

Agency

  • SuperFly

Our Role

  • Content
  • Casting and Production
  • Focus Group Testing
  • Music Supervision

No one knows Chicago like Jewel-Osco. Not Whole Foods. Not Mariano’s. Not Trader Joes. “The Jewels” have been a key part of the community since 1899. These days, grocers are quick to throw around the word “local.” But Jewel owns local. And this Gold Telly-winning campaign puts their stake back in the ground, with a giant city of Chicago flag waving from the top of it.

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.
A social media post announcing that Kanye West is playing at the festival, showing hiim floating to the sky into a light beam, with the Bonnaroo hashtag and logo icon in the corner.
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 social media post that says ‘Thank You’ using the purple and green brand pattern around the edges of the letters, above a couple holding hands walking away in the parking lot.
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 Bonnaroo logo in purple and green with a flag that says ‘15 years of magic’.

SUMO

Brand design and marketing strategy for this global, multi-asset trading firm.

Client

  • Sumo

Our Role

  • Brand design
  • Environmental Design
  • Marketing Strategy
  • Emerging Market
  • Research
  • Social Media Management
  • SEO

Sumo provides a home for professional traders looking for access to clearing, access to capital and administrative and compliance support. They approached Quartermaster to help them create a brand ID that would connect with new and existing clients while also showcasing their “partnership first” approach.

We started by creating a set of brand guidelines that included a new logo, word mark and color palette with use-case examples for each. The visual ID is rooted around the concept of growth, with an illustration style that resembles that of a banknote highlighted through throwback black and white drawings of trees and plants. The new “S” logo in particular was designed to portray a message of interconnectedness between partners and trader peers alike.

Since then, Quartermaster has continued to support Sumo with a full range of marketing services, including Marketing Strategy, Emerging Market Research, Social Media Management, SEO, and Brand Development for other companies they have invested in or are developing.

A graphic of the SUMO logo in gold on a brown background, with an intricate illustration of a plant bleeding off the side of the image.
A graphic of the SUMO logo on a beige background, with faint grid lines showing the appropriate amount of space to place things away from the logo, called ‘Clear Space’.
Several examples of the SUMO stationery set including letterhead, business cards, envelopes, and pencils, sitting on wooden blocks.
The SUMO logo shown on the front window of a business office.
A white polo with the SUMO logo icon embroidered on the left pocket area of the shirt, on a solid brown background.
Several pages from the SUMO brand guidelines arranged in a grid at a vertical diagonal.
Modern-looking office space with two desks facing each other with white office chairs, and a SUMO branded wall-mural with the logo and intricate drawings of leaves next to the logo in gold with a brown background.
Multiple views of a book showing pages from the SUMO Opportunities Fund deck.
Multiple personal digital devices showing different pages from the SUMO website.

CASTL

Helping brands prepare for modern day battle.

Client

  • CASTL/SUMO Capital

Our Role

  • Marketing Strategy
  • Brand Design

  • Merch Design

  • Website Design



CASTL is a strategic consulting firm that offers collectible and asset ownership solutions for brands, including direct-to-consumer marketplaces, fractional ownership systems and ancillary NFT benefits. Prior to launch, the company approached Quartermaster to help create a brand identity designed to speak to and engage the world’s biggest brands, as well as existing clients including Gibson and Real Madrid.

Our team created a brand that naturally reflects the concept of fractionality while highlighting the company’s diversity of assets and partnerships. The CASTL mark is represented by a rampart, featuring a brick-style pattern that both denotes strength and stability while also forming containers used to highlight partnerships and support imagery. The ID system also includes subtle references to the digital underpinnings of the blockchain, which serves as the foundation of the company’s ownership and ledger.

A grid collage of pages from the CASTL brand guidelines book at a vertical diagonal angle
A book with two pages displaying content from the CASTL brand guidelines book.
The front and back side of a business card design in CASTL branding
A black baseball hat with the CASTL logo embroidered in gray on the front.
Four posters representing the company’s four main sectors, showing on each: a Nike shoe, a gold watch, a monkey wearing yellow headphones, and a reddish orange guitar
A digital display designed with CASTL branding showing various stock exchange updates

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

Case Study | 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’.
A music festival campsite at nighttime with huge balloon versions of the branded festival farm animals, including a cow, sheep, pig, and chicken

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
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.