Case Study | 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.