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elementa

music festival

table of contents
Company Profile........................................................................................................................................................................2-3
Brand Promise/Philosophy..........................................................................................................................................................5
Competitor Analysis..................................................................................................................................................................6-7
Comsumer Accepted Beliefs........................................................................................................................................................8
Differentiation...............................................................................................................................................................................9
SWOT Analysis............................................................................................................................................................................10
Target Audience..........................................................................................................................................................................11
Brand Tone/Design Inspirations..........................................................................................................................................12-13
Typography..................................................................................................................................................................................14
Color Palatte...............................................................................................................................................................................15
Logo.............................................................................................................................................................................................16
Accepted Use of Logo.................................................................................................................................................................17
Stationary..............................................................................................................................................................................18-19
T-shirts........................................................................................................................................................................................20
Merchandise...............................................................................................................................................................................21
Signage.................................................................................................................................................................................22-23
Festival Guide.............................................................................................................................................................................24
Ads.........................................................................................................................................................................................25-26
Website.......................................................................................................................................................................................27
Mobile App..................................................................................................................................................................................28
Social Media.........................................................................................................................................................................29-30

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elementa
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.

festival theme
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.

(dynamics)

(harmony)

(rhythm)

(melody)
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ticket pricing
$200 - 3 days
$80 - 1 day

line up

FIRE

WIND

- Mumford and Sons


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

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

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

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

brand promise
Elementa 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.

brand philosophy
A music festival should be about the basics: the music. Its 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-goers experience will be eco-friendly
through our sustainable practices.

Page 5

competitor analysis

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 doesnt have on-site camping.
There is also no real theme.

Located in Indio California, Coachella features a festival


on the beach with all genres of music. The festivals
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.

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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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.

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.

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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

differentiation
Dedication to Charity
Most music festivals today are created specifically to make a profit for the festivals hosts. Elementa, however, is going
to donate 15% of the proceeds to The Conservation Fund, making the admission fee more meaningful.
Differentiation With Sponsors
In 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 Friendly
Festival-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 Styles
By 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

SWOT analysis
Strengths
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
Opportunities
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

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Weaknesses
Expensive
New music festival to market
Doesnt appeal to everybody

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

target audience
Mary Williams - 18 years old

Chris Newport - 21 years old

Virginia Jefferson - 24 years old

Hey! Im a freshman at New York


University. Coming from a small town
in Upstate, New York, Im 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! Im a senior at Syracuse


University. The past three years at
college have been awesome, and
Im really looking forward to making
this year an adventure. Now that
Im 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. Whos ready to do
big things with me?

Hi there. Im a recent graduate from


Ithaca College. Since I graduated
two years ago, Ive 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
doesnt hit the spot. I would love to
get away for the weekend and let
the stress of work float away.
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brand tone
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.

design inspirations

Page 12

Page 13

typography
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.

street corner
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*(),.;/
franklin gothic demi
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRS VWXYZ
1234567890!@#$%^&*(),.;?

Page 14

franklin gothic book


abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*(),./;/

color palatte

Page 15

elementa
music
festival
make music the 5th element

Page 16

accepted use of logo

No stroke

No fading

No tilting

No fading

No outer glow

No other color

No drop shadow

Page 17

letterhead
2410 Rhythm Road
Rome, New York
13440

Page 18

business cards

envelope

Katie Shaw

Director of Marketing
katie@elementamusic.com
(555) 555-5555

2410 Rhythm Road


Rome, New York 13440

Page 19

merchandise
staff t-shirts

Page 20

stickers
water bottle

messenger bags

Page 21

signage

Page 22

tent
stage

Page 23

festival guide

(melody)

Day 2
7:30pm - Goyte
11:00pm - Noah & the Whale

Day 1
7:00pm - Jack Johnson
10:00pm - Bon Iver

Day 3
8:00pm- Fleet Foxes

Day 1
11:00pm - Coldplay
1:00am - Florence & the Machine

WIND
FESTIVAL GUIDE

Day 2
10:30pm - The Avett Brothers
12:30am - The Decemberists

music festival

Day 3
11:30pm- Mumford & Sons

elementa

(harmony)

music festival

(dynamics)

elementa

ERIF

FIRE

Page 24

Day 3
2:00am- Kanye

Day 1
7:00pm - Dave Matthews Band
9:30pm - Dispatch

music festival

FESTIVAL GUIDE

RETAW

Day 2
11:00pm - Avicii
2:30am - Childish Gambino

Day 2
7:00pm - John Mayer
9:30pm - John Butler Tri0

elementa

Day 1
10:00pm - David Guetta
2:00am - Swedish House Mafia

Day 3
9:30pm- Rusted Root

WATER

EARTH

EARTH

(rhythm)

WIND

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Bring Back the Music.

3 days, 4 stages, 40 incredible bands...


1 experience that is truly all about the music

elementa

music
festival
make music the 5th element

For tickets and information, follow us


0r visit www.elementamsicfestival.com

Page 25

billboard

Page 26

website

Page 27

mobile app

Page 28

twitter

Page 29

facebook

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