Elementa Brand Book

elementamusic festival

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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

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Elementa is a three day music festival that will be held during the summer in Rome, New York. There will be four stages, which will feature musical acts. We will donate 15% of the proceeds to The Conservation Fund, a non-profit environmental group.

As there are four elements of the earth and four elements of music, Elementa combines these powerful elements to create a unique, fun, and earthy musical experience. Each of the four stages will be tied to an element of the earth and an element of music. The musicians assigned to each stage will refect the feeling being portrayed by the stage.

elementa

festival theme

(dynamics) (harmony) (rhythm) (melody)

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line up

ticket pricing$200 - 3 days$80 - 1 day

EARTHWINDFIRE WATER- David Guetta- Swedish House Mafia- Avicii- Childish Gambino- Kanye

- Jack Johnson- Bon Iver- The Civil Wars- Fleet Foxes- Goyte- Noah and the Whale

- Dave Matthews Band- John Mayer- John Butler Trio- Dispatch- Rusted Root

- Mumford and Sons- Florence and the Machine- Coldplay- The Avett Brothers- The Decemberists

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A music festival should be about the basics: the music. It’s about the bands playing and the fans appreciating the artists who do what they love. Our festival cuts through the commercialization that many festivals have been overrun with today to bring music lovers what they want. We also ensure that each festival-goer’s experience will be eco-friendly through our sustainable practices.

brand philosophy

brand promiseElementa will relate the elements of the earth with musical elements to create a fun and unique festival experience without the commercialization of many current festivals.

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competitor analysis

Located in Indio California, Coachella features a festival on the beach with all genres of music. The festival’s website is very well put together and there are fun things for attendees to do during the day, such as carnival rides. However, many complain that it is too commercialized and only mainstream music is played.

Lollapalooza is located in Chicago, Illinois and features the genres of rock, metal, and hip-hop. It has a fun, happy tone, is eco-friendly, and markets itself as being a “family festival.” However, many complain that it is very commercialized and it doesn’t have on-site camping. There is also no real theme.

Bonaroo is located in Manchester, Tennesee and features all genres of music. It is eco-friendly and has plenty of camping options and entertainment for attendees. However, like many other festivals it is commercialized and does not have a theme.

Grassroots takes place in Ithaca, New York and features the genres of Bluegrass, Indie, and Jam Band. It is a small festival that is inexpensive and family oriented. It is very environmentally conscious and they donate their proceeds to charities. However, the festival only appeals to a certain demographic and is not very popular.

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Benicassim is located on the beach in Benicassim, Spain and features alternative rock and electronic music. Where most festivals have an ending curfew of 2:00am, Benicassim goes on throughout the night until the sun comes up in the morning. Attendees then sleep on the beach all day. However, the festival is very commercialized with no real theme and the website is very unorganized.

Tomorrowland is located in Boom, Belgium and features only electronic music. It has a mystic and dreamy theme with theatrical props and decorations. It is also not as commercialized as other festivals. The festival does not have a lot of rules and regulations, which can be both a strength and a weakness. There is also not a wide genre of music, which can be negative because there is not music for everybody.

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• 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

consumer accepted beliefs

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Dedication to CharityMost music festivals today are created specifically to make a profit for the festival’s hosts. Elementa, however, is going to 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, has become 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 to Nature.

Environmentally FriendlyFestival-goers leave massive amounts of non-biodegradable waste. Elementa will strive to cut down waste by promoting recycling, carpooling, and other green practices. We will require the vendors to use recyclable materials for things such as 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.

differentiation

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SWOT analysis

Strengths Weaknesses

Opportunities Threats

• Big named artists, as well as smaller names

• Charitable• People will be able to see all their favorite

artists at one time• Music festivals are fun• Unique theme

• Expensive• New music festival to market• Doesn’t appeal to everybody

• Many people often complain about festivals being too commercialized

• The environmental movement has a large impact in the community of Upstate, New York

• Music festivals are becoming more popular in the US amongst our target audience

• Government regulations• Weak economy• The time people need to take off work

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Hi there. I’m a recent graduate from Ithaca College. Since I graduated two years ago, I’ve landed my dream job as an Account Manager at Firstborn. I love going to work everyday, but sometimes it can be really stressful. My coworkers and friends from college love meeting up after a hard day and relaxing at a bar, but sometimes happy hour just doesn’t hit the spot. I would love to get away for the weekend and let the stress of work float away.

target audience

Hey! I’m a freshman at New York University. Coming from a small town in Upstate, New York, I’m excited to be in “the big city” and on my own for the first time. From concerts to parties, there is so much to do in NYC and my friends and I go out every weekend- we never go to the same place twice! I love listening to music and seeing my favorite artists live, but a great thing about going to college is being introduced to new music all the time.

Hi! I’m a senior at Syracuse University. The past three years at college have been awesome, and I’m really looking forward to making this year an adventure. Now that I’m 21, I love kicking back with a beer and listening to new and old music with my friends, as well as going out and enjoying myself at a concert or a bar. Who’s ready to do big things with me?

Mary Williams - 18 years old Chris Newport - 21 years old Virginia Jefferson - 24 years old

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The 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.

brand tone

design inspirations

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typography

franklin gothic bookabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(),./;’/

franklin gothic demiabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRS VWXYZ1234567890!@#$%^&*(),.;’?

street cornerabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*(),.;’/

The same typography will be used for all internal and external communications. Street Corner will always be used in all lowercase letters and is primarily used for the logo and tagline. When used in the logo, it should always be in blue, where the tagline is in red. Franklin Gothic Book will be used for body copy in all other communications, where Franklin Gothic Demi will be used for headlines and signage.

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color palatte

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elementamusic festivalmake music the 5th element

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accepted use of logo

No stroke No tilting No outer glow No other color

No fading No fading No drop shadow

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2410 Rhythm RoadRome, New York

13440

letterhead

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business cards

Katie ShawDirector of [email protected](555) 555-5555

2410 Rhythm RoadRome, New York 13440

envelope

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staff t-shirts

merchandise

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stickers

messenger bags

water bottle

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signage

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tent

stage

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elementamusicfestival

(rhythm)Day 110:00pm - David Guetta2:00am - Swedish House Mafi a

Day 211:00pm - Avicii2:30am - Childish Gambino

Day 32:00am- Kanye

(dynamics)

Day 1

7:00pm - D

ave Matthew

s Band9:30pm

- Dispatch

Day 2

7:00pm - John M

ayer9:30pm

- John Butler Tri0

Day 3

9:30pm- Rusted Root

(melody)Day 111:00pm - Coldplay1:00am - Florence & the Machine

Day 210:30pm - The Avett Brothers12:30am - The Decemberists

Day 311:30pm- Mumford & Sons

(har

mon

y)D

ay 1

7:00

pm -

Jack

John

son

10:0

0pm

- Bo

n Iv

er

Day

27:

30pm

- G

oyte

11:0

0pm

- N

oah

& th

e W

hale

Day

38:

00pm

- Fl

eet F

oxes

elementamusicfestival

FESTIVAL GUIDEWINDFIRE

WATER

EARTH

EAR

TH

WATER

FIRE

WIND

elementamusicfestival

FESTIVAL GUIDE

festival guide

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Bring Back the Music.

For tickets and information, follow us 0r visit www.elementamsicfestival.com

3 days, 4 stages, 40 incredible bands...1 experience that is truly all about the music

make music the 5th element

elementamusic festival

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billboard

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website

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mobile app

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twitter

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facebook