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Anti-Anemoia Festival
Brand & Visual Identity
Service
Digital
Industry
Brand Design & Launch Toolkit
PROJECT OVERVIEW
Brand identity built from scratch for a new indie rock festival championing unsigned bands in New York City.
The Scope
The BRIEF
Anti-Anemoia Festival came to us with a big idea and no brand yet. They wanted to give unsigned indie and rock bands a real stage at an iconic NYC venue, and needed a brand that felt raw, underground and authentic to the scene. Not corporate, not overproduced and definitely not another generic festival. Starting with a brand workshop, we built everything from the ground up, from positioning and voice through to the logo, graphics and full brand guidelines.
The Client
Anti-Anemoia Festival is a New York indie rock festival taking over Webster Hall for one night, putting unsigned NYC bands front and centre. Built for music fans who love discovering bands before anyone else, it's all about being there in the moment, at an affordable price, with a crowd that's there for the music.
The Results
- Created a full brand identity from scratch, including logo, visual direction, graphics and brand guidelines
- Developed the brand positioning, values, messaging pillars, tone of voice and audience profiles
- Designed briefing documents for the festival's bands, rock and roll content creators and street team
- Built digital application forms for band submissions, content creators and street team promoters
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