Weightless Music Fest
October-November 2023
Conceptual brand design and marketing campaign for Clemson Graphic Communications 4400: Commercial Printing.
Brand Concept
Weightless Music Fest brings the laid-back, artistic spirit of the coast to life over two unforgettable days and nights on the sandy shores of Asbury Park. Indie rock fills the air, blending with the sound of crashing waves, while a lively surf contest unfolds, showcasing raw talent against the ocean’s power. Reflecting the heart of surf culture, local vendors display beloved brands, and food and drink stalls tempt festival-goers with delicious offerings. Beyond the music, fans get the chance to connect with world-class surfers, making the experience even more personal. The festival is a seamless fusion of music, surf, art, and community, where each attendee can be guaranteed a weekend of feeling “weightless”.
Brand Specifications
Brand Logos
Colors
Typography
Simple and straight to the point, Weightless’s business cards are a point of contact for how the brand can be reached. These cards can be used at any point in the campaign, but would be utilized most heavily in the planting stage of the marketing campaign. Festival ambassadors and employees can carry around stacks to hand out to businesses, family, friends, even strangers.
Printed on rich black card stock with pure white text, these business cards are hard to miss. The front of the card contains the Weightless Music Fest Version 1 logo, and the back contains the Weightless website, email, and social media information following the symbolic logo of the wings.
Business Cards
Technical Specifications and Equipment Used
Design: Adobe InDesign, Adobe Illustrator
Prepress: InDesign Imposing, HP Indigo Job Workflow
Press: HP Indigo 7900 Digital Press
Finishing: Polar 78 Guillotine Cutter
Materials: HP White Electroink, 12”x 18” Epic Black substrate
The Weightless Music Fest static marketing brochure serves as the first tangible collective of information in the marketing campaign. Along with the business cards, these brochures will be planted and handed out to the general public to get the word out about the festival. The brochure contains the festival lineup, description, dates, and even includes an augmented reality experience for consumers to enjoy. The brochure will be handed out at places where customer interaction may be the highest: surf shops, restaurants, bars, music venues, social gatherings, and more. This piece of collateral is a versatile tool that will effectively communicate the brand’s message as well as facilitate engagement with potential customers in both physical and digital spaces.
Static Marketing Brochure
Technical Specifications and Equipment Used
Design: Adobe InDesign, Adobe Illustrator
Prepress: InDesign Imposing, Adobe Acrobat, HP Indigo Job Workflow
Press: HP Indigo 7900 Digital Press
Finishing: Polar 78 Guillotine Cutter, Paper Folding Machine
Materials: HP Electroinks, Blazer Satin 12”x18” Paper
Tying in Weightless’s primary market segments, these variable data booklets provide the festival’s audience with a personalized guide to the weekend. With six different editions--Music Lover’s, Surfer’s, Beach Bum’s, Stylist’s, Foodie’s, and Traveler’s--attendees can access information according to festival attractions, events, and communities most suitable to them. Those that identify with more than one segment are given multiple brochures as well.
These VDP brochures would be carried out in the fourth stage of the marketing campaign, being sent to Weightless VIPs, followers, and anyone who requests one. They would also be planted in places according to their relevance. For example, the Surfer’s Edition and Stylist’s Edition would be put in a surf clothing shop, and the Foodie’s Edition could be put in restaurants and bars in the area.
Variable Data Booklets
Technical Specifications and Equipment Used
Design: Adobe InDesign, Adobe Illustrator, XM Pie Software
Prepress: Adobe Acrobat, InDesign Imposing, HP Indigo Job Workflow
Press: HP Indigo 7900 Digital Press
Finishing: Polar 78 Guillotine Cutter, Paper Folder Machine, Saddle Stitcher
Materials: HP Electroinks, Blazer Satin 12”x18” Paper
Included throughout the marketing campaign, Weightless Music Fest’s augmented reality experiences serve to be truly unique. All viewers have to do is scan a QR code on their phones using Adobe Aero to be unlocked into a virtual world. Appearing first in the static marketing brochure, the augmented reality (AR) experience gives prospective customers a preview of the festival lineup, along with an interactive listen to music that will be played at the festival. The second experience belongs to the variable data booklets, where attendees can then have a preview of all that Weightless has to offer. This experience includes several moving 3D elements as well as a link to Asbury Park’s website, where the viewer can learn more about festival logistics and activities to do when visiting the town for the festival.
Finally, in the coming weeks before the festival, Weightless will produce another AR experience to blast on social media platforms and gain hype for the festival, being the last step in the marketing campaign. The goal of these AR experiences is to immerse the customer into the Weightless Music Fest experience, also while educating the consumer about key brand messages and information.
Augmented Reality Experience
Technical Specifications and Equipment Used
Design: Adobe Aero, Adobe Dimension
Materials: Adobe Aero App, iPhone
Brand Story
Eight page booklet summarizing Weightless Music Fest’s purpose, branding strategy, and marketing collateral created. Created to serve as a conceptual proposal of the brand to clients. Printed, trimmed and binded in Clemson graphic communications lab.
