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.