We had the pleasure of designing a marketing campaign for a music festival, Holiday In The Sun. This event was a series of concerts at Stairway in Copenhagen, summer 2022. The event promoter Peter Bække Olesen hired Ulysses Design Co to create a brand identity and marketing campaign that represented a nostalgic feeling of good times. Check out the case study to see how we accomplished our client’s brand goals.
The name Holiday In The Sun evokes care free feelings of having fun on vacation. This was intended to give attendees something fun to look forward to after not having concerts for a few years due to the pandemic.
During our brand strategy session we defined the brand niche as ‘an intimate music festival in downtown Copenhagen’. We wanted the brand to offer escapism and a nostalgic feeling of fun to the users. Using this niche we began our brand identity design journey.
We took inspiration from 70s surf posters to create a tropical aesthetic for the brand identity. We aimed to create a brand identity that transported the audience to a tropical beach destination to give them a feeling that they were on a summer vacation. We created a hand drawn set of icons to represent the brand values. These included a pineapple, ice cream, palm tree, bottle of beer and a skull. For the logotype, we created a custom script type that feels super fun and nostalgic. We used this to create a responsive logo family to work cohesively throughout the marketing campaign.
Using the brand identity we created an extensive marketing campaign for the music festival to promote the event. Promotional assets included posters, flyers, billboard ads, social media ads and post templates. The event had a super strong brand identity so it was easily recognizable across the city and online.
To build hype we create a commemorative merch design to print on t shirts, hoodies and tote bags so the audience would have something to remember the event with.
The result was an iconic brand identity and marketing campaign for a music festival.
“Thank you so much and thank you for your patience with us. It looks absolutely great!”
Line Rædkjær Poulson, Stairway venue co promoter
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