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.

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.

Logos

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.

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
Barricade poster

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
Posters

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.

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.

Five early logo options for Hoofbeat.

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.

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.
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’.
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.