Aftershock History
Aftershock is California’s largest Hard Rock music festival, located in its capital, Sacramento. Running its 12th consecutive year, Aftershock is known for its extensive and diverse lineup, multiple stages with big headliners, large attendance, and sense of community, drawing all walks of life internationally.
Problem Statement
Strategically design a cohesive and memorable brand identity that captures the energy and experience of the Aftershock Music Festival, while advancing the brand’s visual language to capture the attention of likely and unlikely audiences, with the main goal of gaining ticket sales. Other important goals include selling merchandise, providing information, and improving the user experience through intuitive user interfaces.
Goals
1. Improve and develop a new brand identity.
2. Create collateral for digital, print, and environment.
3. Immerse the audience into the Hard Rock genre.
2. Create collateral for digital, print, and environment.
3. Immerse the audience into the Hard Rock genre.
TRIADS
VISUAL MATRIX
MOODBOARDs
FONT SELECTION: NEW NORD
THUMBNAIL SKETCHES
REFINED THUMBNAILS
DIGITAL SKETCH SOLUTIONS
ADVANCED DIGITAL SKETCH SOLUTIONS
FINAL SOLUTION
BRAND LOGO
AWARENESS
SOCIAL MEDIA CAMPAIGN STORYBOARDING
URGENCY
EXPERIENCE
VALIDATION / CREDIBILITY
TRIVIA
BUS POSTER AND BUS WRAP
BILLBOARD
POSTCARD
PLANNING
WIREFRAMING
LANDING PAGE
TICKETS & SCHEDULING
WAITING
STICKERS
BUTTONS
HATS
T-SHIRTS
WATER BOTTLES
VIP Package
EXPERIENCE
WRISTBANDS
TOTES
PARKING PASSES
LARGE-SCALE ENVIRONMENTAL DESIGN & MAP
BAND BANNER SYSTEM
ID BADGES
FOLLOW-UP
TEXT SURVEY
To get feedback on the Aftershock experience from attendees to improve the experience for the next Aftershock a text survey will be sent out to everyone through text.
NEXT EVENT
To keep interested, those who sign up to stay updated will receive an exclusive 10% discount for the next Aftershock, as well as early ticket-buying access to guarantee a spot at the event. This will also be an opportunity to inform those who sign up about what will be new at the next event, or when the merchandise has dropped.
CONCLUSION
In conclusion, my brand identity was a success in targeting likely and unlikely audiences and maximizing ticket sales. If I had to change anything during this process, I would have spent more time on my large-scale environmental signage to improve the wayfinding strategy, and signage, and create a larger sign family. I would also spend time creating exclusive vinyl to target older audiences. I would also like to focus on improving the quality of the design for the tickets and social media campaign.