Live music is such a cultural experience. Building a festival brand is incredibly important to the perception of the event and the people it attracts. After attending Firefly Music Festival in 2021, I felt the branding did not accurately portray the personality the event itself has. 

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Firefly Music Festival is held in Dover, Delaware amid the vast woodlands. Firefly has campgrounds for attendees to stay over the course of the festival, an integral part in the feeling of community between guests.

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The existing branding for the festival is growing, but it is a bit inconsistent. Most of their marketing materials, between social, merchandise, and event graphics, are not uniform in look and feel. I felt I had a good handle on how the brand could promote their friendly, happy, and energetic nature. 

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First, I had to decide what part of the experience I wanted to focus on. I came up with three concepts focusing on three different core values of concert goers; the music, the people, and the origin.

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To focus on any of these concepts would mean an entirely different look and feel of marketing materials and other design elements, as shown in the brand exploration here. I chose to go with "the people" because it felt like a unique approach to the event and is a very strong factor in festival attendance. 

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In order to communicate the friendliness and communal love of Firefly Music Festival, I wanted to give it a friendlier face and personality. These characters would carry the brand, with the firefly friend being the most central. The opportunities with this brand positioning are endless, from event graphics animated on the concert stages, to merchandise, to even real-life mascots on festival grounds.