CONTENT | COPY | CREATIVE
Live Nation — Festival Rebrands & Tone of Voice Systems
Client: Live Nation | Festivals: Wireless, Download, Hard Rock Calling, BluesFest
Live Nation wanted to create stronger brand recognition across four of its flagship festivals — each with its own legacy and fiercely loyal audience.
Working with a team of designers, I helped redefine the brand positioning and tone of voice for Wireless, Download, Hard Rock Calling, and BluesFest. We immersed ourselves in the culture of each festival to understand what made them iconic, evolving the branding rather than reinventing it.
Alongside the head designer, I wrote comprehensive brand guidelines for each property and helped develop positioning lines, outdoor campaigns, and supporting creative that unified the portfolio while celebrating each festival’s individuality.
The work not only strengthened Live Nation’s long-term festival branding strategy — it also inspired genuine fan devotion. One fan even had the new Download totem identity tattooed — arguably the highest form of creative approval.