Case Study | Superhuman Suite @ SXSW

Superhuman Suite @ SXSW

Market Research
Brand Strategy
Naming
Logo & Brand Identity Design
Copywriting
Merchandising Design
Promotional Materials
Photo / Video Production
Experiential Design
Digital & Printed Signage

Quartermaster, in conjunction with EMÁJYN led the branding, environmental design, and contributed to the creative concepting for Superhuman’s ambitious activation at SXSW.

Grammarly approached Quartermaster  at a pivotal moment of transformation. Following a series of acquisitions, including Coda, Superhuman, and Go, the company was consolidating into a unified communication and productivity platform under a new identity: Superhuman. With SXSW as the stage, leadership sought an ambitious, in-real-life debut that could reflect the scale of the brand’s evolution, positioning Superhuman as technology designed to unlock human potential,  rather than just another AI product launch.

The Challenge

The brief was to introduce a newly unified platform to the world in a way that felt meaningful, differentiated, and culturally resonant. At a time when public sentiment around AI was increasingly cautious, Superhuman needed to show up as human-first, not technology-first. The activation had to break through a crowded SXSW landscape filled with brand noise, avoid falling into a predictable product demo environment, and instead communicate a larger emotional narrative that attendees could genuinely connect with. Additionally, the brand had only existed digitally up to that point, creating the added challenge of translating an abstract, newly formed identity into a fully realized physical environment.

Research & Insights

Quartermaster’s research into recent SXSW activations revealed  a consistent pattern: the most impactful brand experiences were narrative-driven, not purely promotional. In an increasingly digital world, audiences gravitate toward tangible, immersive environments that feel real, human, and memorable.

We also identified a key cultural tension – while AI adoption was accelerating, so were concerns about its impact. This presented an opportunity to reframe the conversation. Rather than positioning AI as the hero, the brand could emphasize human creativity, agency, and expression as the driving force behind progress.

These insights led to a foundational idea: place Superhuman within the lineage of humanity’s greatest communication breakthroughs, reinforcing that technology has always been a tool and humans have always been the engine. 

The Solution

We transformed Antone’s, one of Austin’s most iconic music venues, into a two-floor Superhuman environment. Rather than a traditional demo space, the activation was designed as a world to be explored, not explained.

The first floor focused on cultural programming and community, blending thought leadership with entertainment. The branded environment balanced technological ambition with human warmth through organic materials, murals, and approachable design elements. Rather than fully overwriting the space, we intentionally allowed elements of the venue’s original character to remain visible, integrating its textures, history, and architectural details into the brand expression. This approach grounded the experience in authenticity, ensuring the environment felt lived-in and human, rather than overly-produced. We also designed a dedicated VIP suite for invited talent, creators, and special guests to relax, connect, and experience the brand away from the crowds in a more intimate environment.

The Epochs of Communication

The second floor housed a multi-room sensory journey  through the evolution of human expression, called The Epochs of Communication. Anchored by the unifying message, “The Future Is All You,” the experience positioned Superhuman as the next chapter in a long continuum of innovation. From the Lascaux cave paintings and the invention of paper in China to the Gutenberg press, typewriter, and first email, these key moments in communication history culminated in a modern workspace  where Superhuman was revealed as a natural evolution of  human expression. Each room combined fabrication, lighting, sound design, and interactive elements, including water-brush calligraphy, live screen printing, and AI-generated ASCII portraits, to create a tactile, time-traveling experience.

15,000 BCE
Lascaux Cave Paintings

Immersive sound design, fabricated painted cave walls, stalagmites, stalactites, storytelling, and historical signage.

105 CE
Invention of Paper in China

Bamboo-lined Chinese papermaking mill with water-brush calligraphy activity.

1450s
Gutenberg Printing Press

Life-sized printing press, fabricated stone walls, and live custom screen printing on totes by costumed pressers.

1868
The First Typewriter

Larger-than-life typewriter and ASCII portrait kiosks for  shareable content.

1971
The First Email

Playground of 70s-era technology, tactile machines  with moving parts.

2026
The Future is All You

Brand reveal and product demos in a cozy modern  home office environment.

VIP Experience

Beyond the public activation, Quartermaster also curated and designed Superhuman Sessions, an executive hospitality program featuring a bespoke chef collaboration and private songwriter circle at Arlyn Studios.

Outcome and Conclusion

Quartermaster led every aspect of the experience, from market research and brand strategy to naming, identity design, copywriting, 3D modeling, immersive fabrication, merchandising, signage, and content production, creating a fully integrated brand world that translated Superhuman from digital concept to physical reality.

The Superhuman SXSW debut reframed the brand within a broader human narrative, shifting perception from AI tool to human-centric platform. Over three days, the activation drew more than 6,000 visitors and generated over 1 million impressions across digital, OOH, and owned social channels, alongside coverage in publications such as Forbes and Event Marketer.

By combining immersive storytelling, cultural programming,  and executive hospitality, Quartermaster delivered an experience that stood out in a saturated festival environment and created lasting impact beyond SXSW. The activation not only introduced Superhuman to the world, it established a new foundation for how the brand shows up moving forward: as a catalyst for human potential, productivity, and connection.

Case Study | FUNNY WATER 2.0

FUNNY WATER 2.0

Market research
Audience Modeling
Brand Strategy
Brand Development
Product Formulation
Packaging Design & Development
Merchandising Design
Go-to-Market Strategy

Funny Water is a naturally flavored, spiked water brand designed for the health-conscious drinker looking for a refreshing alternative to traditional alcoholic beverages and hard seltzers.

Since its launch in 2021, Funny Water gained traction among young female consumers, and recognizing the opportunity to better align with evolving wellness trends, they partnered with Quartermaster to overhaul the brand and packaging system from the ground up, bringing more synergy and shelf appeal to the product.

The Challenge

Funny Water entered a competitive RTD beverage landscape with an identity that was minimalist, flat, and intentionally irreverent. But as the market shifted toward spiked seltzers and other “better-for-you” beverages, the brand failed to resonate fully with its evolving customer base of wellness-minded women – many of whom were choosing Funny Water over high-sugar, high-calorie alternatives.

Quartermaster was tasked with not only refining the brand to appeal to a modern female audience, but redesigning the packaging to better visually communicate Funny Water’s value propositions and stand out on highly competitive retail shelves crowded with bold colors.

Research & Insights

Through extensive consumer research and trend analysis, Quartermaster uncovered several key findings that shaped the rebrand. The leading attributes driving Funny Water’s sales, 80 calories and zero sugar, were buried on the previous packaging, despite being primary decision-making factors for consumers. Our research also revealed a growing consumer appetite for alcoholic beverages that feel light, clean, and refreshing, particularly among younger demographics who are often choosing to moderate their alcohol intake or select drinks with functional benefits. We identified an opportunity to push into a clearer, more modern visual language that conveyed wellness without feeling overly sterile or aggressively feminine.

$1.4M Sales (2015)

$351M Revenue (2017)

Source: CNBC

Color and Typography Exploration: Saturated vs Pastel

Composition and Illustration Exploration

Slim Can Exploration

The Solution: A Refreshing, Shelf-Ready Makeover

Quartermaster developed a new identity and packaging system that clearly and confidently communicates Funny Water’s benefits while injecting new energy into the brand. The design refresh began by flipping the brand’s core color scheme: white became the new base, evoking cleanliness, purity, and health, while accent colors were used to reflect each fruit flavor and drive visual vibrancy.

We transitioned the product into skinny cans to better align with better-for-you beverage category norms and improved shelf legibility through bold, graphic-forward visuals. Splashing water elements were introduced to reinforce the brand’s essence – still water with a hint of alcohol and natural fruit flavor – and to emphasize refreshment at first glance.

The updated typography and iconography strike a balance between modern and playful, enhancing shelf recognition while avoiding overly feminine or overly clinical cues. The result is a fresh, friendly, and functionally smart design that better positions Funny Water in the minds (and hands) of health-conscious drinkers.

Outcome & Conclusion

The Funny Water rebrand has repositioned the product to better reflect its strengths: low-cal, zero sugar, easy drinking. The new packaging has improved on-shelf visibility, consumer understanding, and cultural relevance for both its core female audience and a broader demographic of wellness-focused drinkers. Shortly after rolling out the new look, Trader Joe’s, and other prominent retailers that had been out of reach prior, decided to carry Funny Water in their stores.

Quartermaster’s strategic redesign helped transform Funny Water from a novelty to a category contender by modernizing the brand, sharpening its message, and unlocking future growth with a flexible design system poised to drive stronger engagement and broader appeal.

Case Study | MATI

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.

Case Study | Playdate

Playdate

Market Research
Competitive Analysis
Audience Modeling
Brand Strategy
Naming
Brand Design & Creation
Brand Positioning & Language
Packaging Design & Development
Merchandising Design
Promotional Materials
Brand Guidelines
Website Design & Development

At a time when consumers are rethinking their relationship with intoxication, recovery, and stress relief, one of the most successful cannabis entrepreneurs set out to launch a ready-to-drink, hemp-derived THC beverage and turned to Quartermaster to bring the vision to life. With legalization expanding, regulations easing, and retail access accelerating, the timing was right. But in a crowded THC beverage market, the brand needed a boldly distinctive approach to stand out.

Quartermaster led brand strategy, naming, visual identity, positioning, packaging, and website design to create a product that feels premium, provocative, and built for a modern audience.  

The Challenge

The new brand needed to strike a delicate balance: cross-generational yet trend-forward, stylish but not sterile, slightly feminine without veering into cliché. It had to succeed in retail channels while also holding its own in upscale restaurants, wine bars, and other on-premise establishments. The challenge was to push against the tired tropes of cannabis branding – no tie-dye, no hemp leaves, no generic wellness clichés – while creating a visual identity with both immediate stopping power and long-term market relevance. The positioning also needed to navigate the tricky middle ground between the overdesigned minimalism of many premium beverages and the loud, immature aesthetics seen in craft beer and novelty cannabis products.

The challenge was to position it not as a “stoner” drink or a hyper-feminized wine alternative, but as a confident, culturally-attuned THC brand that elevates and redefines modern social rituals. 

Research & Insights

Quartermaster’s research identified three major opportunities. First, THC beverages were still in an early adoption phase for mainstream consumers, meaning there was room to define the category’s visual language. Second,while wellness and escapism themes are common in the category, few brands celebrate connection, curiosity, and creativity as central pillars, leaving an opening for Playdate to claim that space. And third, although younger, “cannabis-literate” consumers are driving much of the category’s growth, older drinkers who are curious about alternatives to alcohol represent a promising and underexplored audience segment for THC beverages. These insights shaped the Playdate brand as a cross-generational, mood-enhancing alternative to alcohol—quick onset, even buzz, premium ingredients, and a sensory boost that pairs equally well with socializing, creative pursuits, or relaxation.

The Solution

Early Concepts:

Quartermaster created Playdate, a ready-to-drink THC “wine” brand that blends sophistication with rebellious fun. Inspired by the boldness of pop art and the heightened sensory shifts of THC, the visual identity uses high-contrast color and dynamic forms to signal flavor, energy, and transformation. The logotype is a modern homage to mid-20th-century Italian poster design, channeling the joyful spirit of a free thinker reimagined for today. The keyhole logomark, built from concentric outlines, creates depth and motion while evoking a portal into a freer, more creative state of mind: part invitation, part mystery, hinting at discovery and altered perspective.

The color palette pairs blue and white, nodding to clear skies and openness, with bright neons that cue flavor and amplify the sense of visual transformation. It balances moments of softness with bold duotones for a gently trippy yet sophisticated effect. Across packaging, website, and marketing touchpoints, the brand avoids overdone cannabis and wellness cues, instead owning a distinct aesthetic that feels stylish, socially resonant, and versatile enough for both retail shelves and high-end hospitality environments. 

Outcome and Conclusion

The result is THC branding reimagined: smart, stylish, and subversive with staying power. Playdate stands apart in the market as a confident, eye-catching brand that invites consumers into a new kind of social ritual, one that’s free from hangovers, blackouts, and regrets.

The brand’s identity balances boldness with refinement, giving it mass appeal without diluting its personality. Built for curious minds and social spirits of every age and walk of life, Playdate turns hangouts into highlights, offering a playful detour from the mundane while securing its place as a premium, culturally-relevant force in the THC beverage category.

Case Study | Rock Fest

Rock Fest

Promotional Strategy & Materials
Environmental Design
Merchandising Design

For over 30 years, rock fans from all over the globe have ascended upon Cadott, Wisconsin for the legendary Rock Fest. Quartermaster was tasked with rebranding this beloved property, with the goal of creating a more ownable ID system and better positioning the event within a heavily saturated regional festival market. It was essential that this brand transition honored the festival’s impressive legacy and struck a chord with its fiercely loyal attendees, a community deeply protective of their annual event.

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.
 

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. 

The color palette draws from the fiery hues of a golden-hour sunse—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. 

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.

Case Study | HELLBENT

HELLBENT

Market Research & Competitive Analysis
Product Formulation
Naming
Brand Identity Creation
Packaging Design & Development
Promotional Strategies & Materials
Merchandising Design
Pro Forma & Go-To-Market Strategy

A beloved actor, his business partner, and a pair of comedy television writers sought to carve out a bold new path in the alcoholic beverage industry. They wanted to draw on their passion for geek culture and horror movies to create a brand that resonates with a young, culturally-attuned customer base who craves high-ABV options for their nights out. Quartermaster was entrusted with transforming this vision into a fully realized product, leading the creation of everything from the beverage formula and flavor profiles to the name, visual identity, and packaging.

The Challenge

While the founder and his partners brought creative imaginations and a strong concept hypothesis to the table, they lacked experience navigating the competitive beverage industry. Quartermaster was tasked with bridging that gap, identifying white space opportunities, and crafting a distinct product, supporting brand identity and the foundations of what would become a new business. The challenge was to balance current market trends with a disruptive position, ensuring the beverage would stand out in a crowded category while appealing to a diverse audience seeking premium, high-ABV options with bold flavor

Research & Insights

Quartermaster’s research revealed two key consumption trends: the simultaneous rise of low-ABV and high-ABV beverages, catering to different drinking occasions and audiences. This finding validated the idea of a high-octane (8%+ ABV) beverage, particularly among cost-conscious, social drinkers valuing alcohol volume per dollar spent.

Additionally, premiumization trends showed a growing preference for spirit-based cocktails with bold, full-flavored profiles and high-quality ingredients. Therefore, we identified our target demographic to skew younger (ages 21-25), with a secondary audience of late 20s to 40s drawn to compelling storytelling and a premium drinking experience. We also noticed the same classic recipes largely reflected in the product offerings on shelves, leading to the identification of a series of popular cocktails currently underserved in the RTD (ready-to-drink) market.

Our competitive brand analysis uncovered a saturated RTD cocktail space dominated by dainty, highly elegant, minimalist visual identities. This revealed a white space opportunity: a bold, edgy, and illustrative brand that cuts through the clutter, drawing inspiration from horror and occult themes to engage a younger, harder-to-reach audience—particularly males under 35—while offering a distinct alternative to overly feminine branding.

The Solution: Party Cocktails with a Wicked Twist.

Early Concepts:

Enter: Hellbent, a canned cocktail brand that combines real spirit bases, bold flavors, high ABVs, and edgy, horror-inspired packaging. Hellbent’s branding strikes the perfect balance between the clean, minimalist aesthetic common in RTD cocktails and the wild, playful energy of craft beer brands.

The logo features a weathered, gritty style that evokes rebellion and individuality. The tilted ‘B’ symbolizes both the brand’s off-kilter personality and its high ABV, nodding to the idea of being ‘bent,’ or drunk. The brand’s vibrant color palette draws inspiration from the electric hues of 1980s horror movie posters, creating a dynamic and eye-catching shelf presence.The can designs reflect the color of the liquid inside, creating an intuitive connection between the product and its packaging while ensuring visual cohesion across the line.

Each flavor is personified by an illustrated monster silhouette, inspired by iconic horror characters, and paired with understated easter egg elements that deepen the storytelling. These hand-drawn designs, featuring textured ink and paint brush effects, add a raw, eerie authenticity. Each monster’s exaggerated, screaming mouth serves as a striking focal point, amplifying the brand’s bold identity.

Hellbent’s product line includes five wickedly delicious cocktails: Dirty Shirley, Corpse Reviver #2, Swamp Margarita, Pain Killer, and Coffee Negroni. Quartermaster led the development of every aspect of Hellbent, from product concept and formulation to naming, branding, and packaging, crafting a brand that invites all drinkers to raise hell and release their wild side.

Outcome and Conclusion

Hellbent’s distinctive branding and strategic positioning have already garnered investor enthusiasm, setting the stage for a successful market entry. This project exemplifies Quartermaster’s ability to translate visionary concepts into market-ready products. By combining in-depth market research, competitive analysis, and innovative design, Hellbent is poised to be a sin-sational success, redefining the RTD cocktail space with its bold flavors, edgy identity, and rebellious spirit.

Case Study | Force Fields

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.

Case Study | Cornucopian Capital

Cornucopian Capital

Market research
Competitive analysis
Brand design
Website design & development
Collateral design & production
Environmental design

We were approached by Cornucopian Capital, an investment firm specializing in the intersection of food science and human biology, to create the firm’s first brand identity. Cornucopian Capital’s mission is to foster global health advancements by investing in consumer packaged goods (CPG) companies dedicated to improving the world’s food systems.

The Challenge

Early Concepts:

Cornucopian Capital faced a significant branding challenge within the competitive landscape of investment firms focused on health and sustainability. The company needed a brand identity that separated them from the prevalent use of green color schemes and repetitive seedling imagery amongst their competitors, but also a visual system that encapsulated their deep commitment to advancing human health through revolutionary food science.

The Solution: The Colors of Humanity

To carve a unique path in a crowded market, we focused on colors and imagery that evoked humanity and the personal impact of Cornucopian Capital’s investments. We selected a color palette that reflects the various facets of human life and health. The palette consists of warm, rich, and vibrant tones, suggesting diversity and vitality. These colors stand in stark contrast to the typical green tones and plant imagery used by competitors, positioning Cornucopian Capital as a firm truly focused on the end user.

Inspiration

A major breakthrough in this project came from the concept of natural parallels — a visual strategy that draws insightful connections between human biology and food structures.   

We developed a series of striking visual parallels that included:

Extreme close-ups of human skin and honeycombs next to each other, on a half pink, half coral background.

Honeycomb and Human Skin

A close-up of a honeycomb was paired with a similar pattern found on the surface of human skin, emphasizing the intricate systems that operate both within us and in the food we consume.

Extreme close-ups of peach fuzz and human skin with goosebumps and tiny hairs sticking out

Peach Fuzz and Human Hair

A detailed image of the fine hairs on a peach mirrored against an image of human skin hairs standing on end, highlighting sensory responses and textural similarities.

Extreme close-up of a blue human eyeball with hazel center and small pupil, and a blue and yellow nebula in space

Eye and Galaxy

A close-up of the human eye was juxtaposed with an image resembling a far-off galaxy, suggesting the vast potential and complexity of human vision and perception, akin to the exploratory nature of Cornucopian Capital’s investments.

Outcome & Conclusion

The rebranding initiative was met with enthusiastic approval from Cornucopian Capital and its stakeholders. The innovative use of imagery and color not only distinguished Cornucopian Capital from its peers but also deeply resonated with their target audience, drawing clear lines between their investment focus and the universal principles of biology and interconnectedness.

This strategic overhaul resulted in a measurable increase in brand recognition and engagement from potential partners and investors. The visual strategy enhanced the firm’s narrative, allowing it to communicate its unique philosophy and investment approach clearly and effectively.

In conclusion, Quartermaster’s branding solution for Cornucopian Capital illustrates the power of thoughtful design and strategic positioning in distinguishing a brand in a heavily saturated market. This case study underscores our commitment to delivering impactful and meaningful branding that not only captures the essence of our clients’ missions but also drives their business forward.

Case Study | Starlyng

Starlyng

Market research
Competitive analysis
Naming
Brand design
Website design & development
Collateral design & production

Starlyng is an innovative company at the forefront of Drone Defense technology, specializing in safeguarding commercial real estate, factories, industrial complexes, and large-scale event venues from unauthorized drone entry and interference. As one of a small group of pioneers in their field, Starlyng needed a brand that would not only distinguish it from competitors but also encapsulate its unique value proposition.

The Challenge

Early Concepts:

The primary challenge was to create a name and brand identity that steered clear of the heavily saturated military-inspired branding common in the drone defense industry. The goal was to establish a distinctive presence that communicated effectiveness and innovation without resorting to the clichéd motifs of shields, and the typical blue and gray color palettes. Furthermore, the business’ name needed to reflect the company’s consumer and commercial enterprise focus vs. many of their competitor’s military applications.

Solution: Look to Nature

Our creative journey began with an in-depth exploration of macro themes, leading us to nature, and more specifically, the Starling—a small bird renowned for its captivating murmuration patterns and its unique diet of insects, specifically, bees. This natural phenomenon of coordination, strategy, and sustenance provided a perfect metaphor for the company’s Drone Defense technology. The bird’s ability to move in harmony and its means of sustenance paralleled the proactive and coordinated defense mechanisms against drone threats.

The naming process inevitably resulted in a slight modification of its inspiration – “Starlyng.” This name not only pays homage to the eponymous bird, but also encapsulates the essence of the animal’s agility, coordination, and protection, positioning Starlyng naturally as a leader in its field.

Inspiration

In developing Starlyng’s brand identity, we consciously decided to break away from the industry’s norm of military references. Instead, we chose a vibrant high-contrast yellow and black, symbolizing caution and vigilance, essential attributes of the technology. This choice of color also served to differentiate Starlyng in the market, making the brand visually distinct and uniquely memorable.

The use of yellow also implies a sense of innovation, alertness, and safety. The identity extends across all touchpoints, creating a cohesive and impactful presence that stands out in a crowded marketplace.

Outcome & Conclusion

Starlyng’s brand creation has been instrumental in positioning the company as a trailblazer in the drone defense industry. The thoughtful naming and distinctive visual identity have effectively resonated with the target market, setting Starlyng apart from competitors and establishing a strong foundation for recognition and growth.

The Starlyng project exemplifies Quartermaster’s ability to think outside the conventional branding norms of an industry, creating a unique and compelling layered brand system with conceptual depth and intent. Through research, creative inspiration, strategic thinking, and a deep understanding of our client’s vision, we crafted a brand that positions Starlyng for lasting success in the global market.

Case Study | This Little Goat

This Little Goat

eCommerce Website Redesign
Social Media Marketing
Fractional CMO Support
Weekly Promotional Newsletters
Sales Materials
Investor Deck Development

This Little Goat, a vibrant line of sauces, spices, and crunches created by celebrity chef Stephanie Izard, sought to enhance its market presence and build greater awareness of its product suite. The brand required comprehensive marketing support to not only elevate its digital presence but also to strategically align with high-profile brand partners and navigate complex market dynamics.

The Challenge

Initially when Quartermaster engaged, the company had an established brand ID that was not being expressed consistently or to its fullest potential across channels. The primary challenge was to unify brand communications in order to bolster the brand’s visibility and sales in a highly competitive gourmet food product market. This Little Goat needed to leverage its unique culinary perspective while more effectively communicating the quality and versatility of its products to a broader audience. Additionally, the brand sought to enhance its eCommerce capabilities to improve user experience and increase online sales.

Research & Insights

Our initial market research indicated a growing consumer interest in unique, chef-curated kitchen staples that offer both convenience and gourmet quality. Competitive analysis highlighted an opportunity to differentiate This Little Goat by emphasizing the authentic, bold flavors and the culinary mastery of Chef Izard, while also emphasizing her approachable personality and casual style of her award winning Chicago and LA restaurants. Insights from Stephanie’s key brand partnerships, such as those with Lexus and American Express, provided a deeper understanding of the brand’s appeal to upscale, food-enthusiastic demographics.

The Solution: Consistency and Vibrancy

With a clear strategy in place, our team revamped the This Little Goat eCommerce website, optimizing it for better user engagement and streamlined shopping experience, as well as a more compelling design that more accurately reflected the brand’s cartoon driven playfulness. Social media campaigns were tailored to highlight the personal story of Chef Izard and the culinary inspiration behind each product, creating a stronger emotional connection with the audience. And advertising and media spends we’re refined for better online conversion and maximum visibility.

Additionally, our fractional CMO support for Stephanie herself enabled maximization of brand partnerships, enhancing visibility across diverse consumer segments. The development of co-branded packaging, such as collaborations with Hidden Valley Ranch and other celebrity chefs, further positioned the brand as innovative and versatile in the culinary world.

Outcome and Conclusion

The comprehensive marketing strategy implemented for This Little Goat has proven to be a resounding success. Sales have seen a marked increase, particularly in the online segment, and the brand’s partnerships have flourished, bringing new opportunities for expansion and collaboration. The strategic use of digital and traditional marketing tools has enabled This Little Goat to connect with a wider audience, offering them a taste of Chef Izard’s unique culinary vision. This project exemplifies our ability to harness the power of brand storytelling and strategic marketing to elevate an approachable product line in a competitive market.

RESULTS, YEAR 1

98.6% Increase in total E-Commerce revenue YOY

79% Increase in E-Commerce conversion rate YOY

48% Increase in email marketing audience size YOY

28% Increase in social following in 6 months

500+ Social posts

Superhuman Suite @ SXSW

The Challenge

Research & Insights

The Solution

The Epochs of Communication

15,000 BCELascaux Cave Paintings

105 CEInvention of Paper in China

1450sGutenberg Printing Press

1868The First Typewriter

1971The First Email

2026The Future is All You

VIP Experience

Outcome and Conclusion

FUNNY WATER 2.0

The Challenge

Research & Insights

$1.4M Sales (2015)

$351M Revenue (2017)

Color and Typography Exploration: Saturated vs Pastel

Composition and Illustration Exploration

Slim Can Exploration

The Solution: A Refreshing, Shelf-Ready Makeover

Outcome & Conclusion

Music at the intersection

The Challenge

Previous Year Execution

Research & Insights

Early Concepts:

The Solution

Outcome and Conclusion

Playdate

The Challenge

Research & Insights

The Solution

Early Concepts:

Outcome and Conclusion

Rock Fest

The Challenge

Research & Insights

Early Concepts:

The Solution: A Bold Tribute to the Land and Legacy

Outcome and Conclusion

HELLBENT

The Challenge

Research & Insights

The Solution: Party Cocktails with a Wicked Twist.

Early Concepts:

Outcome and Conclusion

Force Fields

The Challenge

Research & Insights

Early Concepts:

The Solution: An Alien Invasion on the Farm

Outcome and Conclusion

Cornucopian Capital

The Challenge

Early Concepts:

The Solution: The Colors of Humanity

Inspiration

Honeycomb and Human Skin

Peach Fuzz and Human Hair

Eye and Galaxy

Outcome & Conclusion

Starlyng

The Challenge

Early Concepts:

Solution: Look to Nature

Inspiration

Outcome & Conclusion

This Little Goat

The Challenge

Research & Insights

The Solution: Consistency and Vibrancy

Outcome and Conclusion

RESULTS, YEAR 1

15,000 BCE
Lascaux Cave Paintings

105 CE
Invention of Paper in China

1450s
Gutenberg Printing Press

1868
The First Typewriter

1971
The First Email

2026
The Future is All You