Dance Loving Nature
Dance Loving Nature
Dance Loving Nature was a Dutch dance fest, uniting art, culture, and nature. Strategist Laurens Trimpe named, marketed, and designed the event's visuals, leading to 10,000 attendees. My contribution to this success was creating the branding, communication, and web design, resulting in an identity that connected with the audience, widespread awareness, and an accessible website that encouraged early ticket sales.
Client
Dance Loving Nature Festival Rebranding
Year: 2010
The challenge
Rebrand an established Dutch music festival to better align with its core values of promoting dance, culture, entertainment, and nature. The goal was to create a fresh visual identity and marketing strategy that would resonate with the target audience while maintaining the festival's essence.
Solution
Our team developed a comprehensive rebranding strategy that encompassed multiple facets of the festival's identity and marketing approach:
- Visual Identity Overhaul
We orchestrated an extensive photo shoot featuring model Claudia van Oortmerssen in various outdoor, sun-drenched locations. These vibrant images were then skillfully merged with cutting-edge 3D graphics, resulting in a unique visual language that perfectly encapsulated the festival's ethos. This new aesthetic not only differentiated Dance Loving Nature from competitors but also visually reinforced the event's commitment to nature and artistic expression.
- Digital Presence
Understanding the importance of online engagement, we developed a state-of-the-art, dynamic Flash website. This platform was designed with user experience at its core, featuring intuitive navigation and interactive elements that kept visitors engaged. Complementing the website, we produced a captivating teaser video that leveraged the new visual style to create buzz and anticipation. These digital assets served as the cornerstone of the festival's online marketing strategy, driving ticket sales and fostering community engagement.
- Marketing Collateral
We designed a cohesive suite of marketing materials, including eye-catching flyers, posters, and banners. Each piece was meticulously crafted to reflect the new brand identity while ensuring consistency across all touchpoints. The designs incorporated elements from the photo shoot and 3D imagery, creating a recognizable and memorable visual narrative that resonated with the target audience across various physical and digital platforms.
- Strategic Communication
Our team developed a comprehensive messaging strategy that articulated the festival's unique selling points and core values. We crafted compelling copy that highlighted the event's blend of music, culture, and nature, positioning Dance Loving Nature as more than just a music festival, but as an immersive experience. This messaging was carefully integrated across all marketing channels, with a particular focus on encouraging early ticket sales through targeted campaigns and promotional offers on the new website.
Results:
The rebranding effort successfully repositioned Dance Loving Nature in the competitive festival market. The new visual identity and marketing strategy effectively communicated the event's core values, attracting both loyal attendees and new festival-goers. The user-friendly website and strategic promotional materials contributed to increased early ticket sales and overall event awareness.
This case study demonstrates our ability to execute a holistic rebranding campaign, seamlessly integrating visual design, digital strategy, and marketing communications to revitalize an established event brand.