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.
