Each year Launch Music Conference & Festival brought nearly 200 performing artists, dozens of music industry professionals, and thousands of music fans and attendees to downtown Lancaster, PA.
We devised a strict set of brand guidelines, and deployed those across a large number of assets, from the event website, to event tickets, to video assets, print collateral and more to ensure that all of the communications surrounding the event were consistant and on brand.
Managing the visual identity for a recurring event — especially one the scale of Launch — is no small task.
In its fifth year, the challenge was to retain a consistent branding from prior years while standing on its own. This ensured that the brand avoided becoming stale by giving each year’s event its own visual identity — something of a brand within a brand./p>
Building off of the visuals from the event’s early years (which leaned heavily on the obvious “space” theme, due to the event’s name), we utilized various public domain images of NASA astronaut Gordon Cooper and infused them with an edgy “paint splatter” feel that felt relevant to the musical demographic.
The final product resulted in the event's strongest branding to date and helped establish it as a distinct entity from previous iterations.
With over 200 performances of all genres - from rock to country, indie to hip hop, and more - it was important to dial in a feel and voice that spoke to the high-energy feeling of the event without conveying a singular genre or feel.
More than 10,000 copies of the Launch Event Guide were distributed in surrounding areas, serving as both a schedule of performers and events, a map of venues, and a marketing piece to promote the event.
As one of the key drivers for information about Launch, the guide was the linchpin to communicating everything there was to know about the event. Over 32 pages, we carefully placed interviews with key performers, bios of special guests, an easy to reference schedule of events, information on attendance, ads, and more.