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Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
Elementa Brand Book
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Elementa Brand Book

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  • 1. elementamusic festival
  • 2. table of contentsCompany Profile........................................................................................................................................................................2-3Brand Promise/Philosophy..........................................................................................................................................................5Competitor Analysis..................................................................................................................................................................6-7Comsumer Accepted Beliefs........................................................................................................................................................8Differentiation...............................................................................................................................................................................9SWOT Analysis............................................................................................................................................................................10Target Audience..........................................................................................................................................................................11Brand Tone/Design Inspirations..........................................................................................................................................12-13Typography..................................................................................................................................................................................14Color Palatte...............................................................................................................................................................................15Logo.............................................................................................................................................................................................16Accepted Use of Logo.................................................................................................................................................................17Stationary..............................................................................................................................................................................18-19T-shirts........................................................................................................................................................................................20Merchandise...............................................................................................................................................................................21Signage.................................................................................................................................................................................22-23Festival Guide.............................................................................................................................................................................24Ads.........................................................................................................................................................................................25-26Website.......................................................................................................................................................................................27Mobile App..................................................................................................................................................................................28Social Media.........................................................................................................................................................................29-30 Page 2
  • 3. elementaElementa is a three day music festival that will be held during the summer in Rome, New York. There will be fourstages, which will feature musical acts. We will donate 15% of the proceeds to The Conservation Fund, a non-profitenvironmental group.festival themeAs there are four elements of the earth and four elements of music, Elementa combines these powerful elements tocreate a unique, fun, and earthy musical experience. Each of the four stages will be tied to an element of the earth andan element of music. The musicians assigned to each stage will refect the feeling being portrayed by the stage. (dynamics) (harmony) (rhythm) (melody) Page 3
  • 4. ticket pricing$200 - 3 days$80 - 1 dayline up FIRE WIND EARTH WATER - Mumford and Sons - Jack Johnson - David Guetta - Dave Matthews - Florence and the - Bon Iver - Swedish House Band Machine - The Civil Wars Mafia - John Mayer - Coldplay - Fleet Foxes - Avicii - John Butler Trio - The Avett Brothers - Goyte - Childish Gambino - Dispatch - The Decemberists - Noah and the Whale - Kanye - Rusted Root Page 4
  • 5. brand promiseElementa will relate the elements of the earth with musical elements to create a fun and unique festival experiencewithout the commercialization of many current festivals.brand philosophyA music festival should be about the basics: the music. It’s about the bands playing and the fans appreciating theartists who do what they love. Our festival cuts through the commercialization that many festivals have been overrunwith today to bring music lovers what they want. We also ensure that each festival-goer’s experience will be eco-friendlythrough our sustainable practices. Page 5
  • 6. competitor analysisLollapalooza is located in Chicago, Illinois and features Located in Indio California, Coachella features a festivalthe genres of rock, metal, and hip-hop. It has a fun, on the beach with all genres of music. The festival’shappy tone, is eco-friendly, and markets itself as being a website is very well put together and there are fun things“family festival.” However, many complain that it is very for attendees to do during the day, such as carnival rides.commercialized and it doesn’t have on-site camping. However, many complain that it is too commercializedThere is also no real theme. and only mainstream music is played.Bonaroo is located in Manchester, Tennesee and features Grassroots takes place in Ithaca, New York and featuresall genres of music. It is eco-friendly and has plenty of the genres of Bluegrass, Indie, and Jam Band. It is acamping options and entertainment for attendees. small festival that is inexpensive and family oriented. ItHowever, like many other festivals it is commercialized is very environmentally conscious and they donate theirand does not have a theme. proceeds to charities. However, the festival only appeals to a certain demographic and is not very popular. Page 6
  • 7. Tomorrowland is located in Boom, Belgium and features Benicassim is located on the beach in Benicassim,only electronic music. It has a mystic and dreamy theme Spain and features alternative rock and electronicwith theatrical props and decorations. It is also not as music. Where most festivals have an ending curfewcommercialized as other festivals. The festival does not of 2:00am, Benicassim goes on throughout the nighthave a lot of rules and regulations, which can be both a until the sun comes up in the morning. Attendees thenstrength and a weakness. There is also not a wide genre sleep on the beach all day. However, the festival is veryof music, which can be negative because there is not commercialized with no real theme and the website ismusic for everybody. very unorganized. Page 7
  • 8. consumer accepted beliefs • Popular and less popular bands will play • You learn about new music • There will be alcohol and drugs involved • Many music festivals are too commercialized • You meet many new people at festivals • Music festivals have a lot of people in a small space • Music festivals are expensive • Music Festivals create a lot of waste and garbage • You travel far to go to music festivals • You will expect to be uncomfortable when camping Page 8
  • 9. differentiationDedication to CharityMost music festivals today are created specifically to make a profit for the festival’s hosts. Elementa, however, is goingto donate 15% of the proceeds to The Conservation Fund, making the admission fee more meaningful.Differentiation With SponsorsIn order for festival tickets to be affordable for attendees, sponsors are critical. Commercialization, however, hasbecome a common complaint of consumers. Elementa will be sponsored by companies who have relatable values.Many will be non-profit and/or socially responsible organizations. Examples include: Toms, People Water, and Back toNature.Environmentally FriendlyFestival-goers leave massive amounts of non-biodegradable waste. Elementa will strive to cut down waste by promotingrecycling, carpooling, and other green practices. We will require the vendors to use recyclable materials for things suchas food and drink products.Wide Variety of Music StylesBy tying each natural element with a different musical element, Elementa brings together more than just its attendees,but also musicians that represent different types of music. Page 9
  • 10. SWOT analysis Strengths Weaknesses • Big named artists, as well as smaller • Expensive names • New music festival to market • Charitable • Doesn’t appeal to everybody • People will be able to see all their favorite artists at one time • Music festivals are fun • Unique theme Opportunities Threats • Many people often complain about • Government regulations festivals being too commercialized • Weak economy • The environmental movement has a large • The time people need to take off work impact in the community of Upstate, New York • Music festivals are becoming more popular in the US amongst our target audience Page 10
  • 11. target audienceMary Williams - 18 years old Chris Newport - 21 years old Virginia Jefferson - 24 years oldHey! I’m a freshman at New York Hi! I’m a senior at Syracuse Hi there. I’m a recent graduate fromUniversity. Coming from a small town University. The past three years at Ithaca College. Since I graduatedin Upstate, New York, I’m excited to college have been awesome, and two years ago, I’ve landed mybe in “the big city” and on my own I’m really looking forward to making dream job as an Account Managerfor the first time. From concerts to this year an adventure. Now that at Firstborn. I love going to workparties, there is so much to do in I’m 21, I love kicking back with a everyday, but sometimes it can beNYC and my friends and I go out beer and listening to new and old really stressful. My coworkers andevery weekend- we never go to the music with my friends, as well as friends from college love meetingsame place twice! I love listening to going out and enjoying myself at a up after a hard day and relaxing at amusic and seeing my favorite artists concert or a bar. Who’s ready to do bar, but sometimes happy hour justlive, but a great thing about going to big things with me? doesn’t hit the spot. I would love tocollege is being introduced to new get away for the weekend and letmusic all the time. the stress of work float away. Page 11
  • 12. brand toneThe theme of the festival will be portrayed with bold colors, smooth texture, and organic, simple shapes.Our consumer messaging will have an overall trendy and hip tone.design inspirations Page 12
  • 13. Page 13
  • 14. typographyThe same typography will be used for all internal and external communications. Street Corner will always be used in all lowercaseletters and is primarily used for the logo and tagline. When used in the logo, it should always be in blue, where the tagline is inred. Franklin Gothic Book will be used for body copy in all other communications, where Franklin Gothic Demi will be used forheadlines and signage.street corner franklin gothic bookabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(),.;’/ 1234567890!@#$%^&*(),./;’/franklin gothic demiabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRS VWXYZ1234567890!@#$%^&*(),.;’? Page 14
  • 15. color palatte Page 15
  • 16. elementa music the 5th element make music festivalPage 16
  • 17. accepted use of logo No stroke No tilting No outer glow No other color No fading No fading No drop shadow Page 17
  • 18. letterhead 2410 Rhythm Road Rome, New York 13440 Page 18
  • 19. business cards envelopeKatie ShawDirector of Marketingkatie@elementamusic.com(555) 555-5555 2410 Rhythm Road Rome, New York 13440 Page 19
  • 20. merchandisestaff t-shirts Page 20
  • 21. stickers water bottlemessenger bags Page 21
  • 22. signage Page 22
  • 23. tentstage Page 23
  • 24. festival guide (rhythm) Day 1 EARTH RETAW 10:00pm - David Guetta 2:00am - Swedish House Mafia EARTH Day 2 11:00pm - Avicii 2:30am - Childish Gambino Day 3 2:00am- Kanye WATER 9:30pm- Rusted Root Day 3 9:30pm - John Butler Tri0 7:00pm - John Mayer Day 2 9:30pm - Dispatch 7:00pm - Dave Matthews Band Day 1 (dynamics) elementa music festival 11:00pm - Noah & the Whale elementa (harmony) 7:00pm - Jack Johnson music festival 8:00pm- Fleet Foxes 10:00pm - Bon Iver elementa 7:30pm - GoyteWIND FESTIVAL GUIDE ERIF Day 1 Day 2 Day 3 music festival FIRE 11:30pm- Mumford & Sons Day 3 FESTIVAL GUIDE DNIW 12:30am - The Decemberists 10:30pm - The Avett Brothers Day 2 1:00am - Florence & the Machine 11:00pm - Coldplay Day 1 (melody) Page 24
  • 25. advertisement Bring Back the Music. 3 days, 4 stages, 40 incredible bands... 1 experience that is truly all about the musicelementamusic the 5th elementmake music festival For tickets and information, follow us 0r visit www.elementamsicfestival.com Page 25
  • 26. billboardPage 26
  • 27. website Page 27
  • 28. mobile appPage 28
  • 29. twitter Page 29
  • 30. facebookPage 30

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