1. elementa
music festival

2. table of contents
Company Profile........................................................................................................................................................................2-3
Brand Promise/Philosophy..........................................................................................................................................................5
Competitor Analysis..................................................................................................................................................................6-7
Comsumer Accepted Beliefs........................................................................................................................................................8
Differentiation...............................................................................................................................................................................9
SWOT Analysis............................................................................................................................................................................10
Target Audience..........................................................................................................................................................................11
Brand Tone/Design Inspirations..........................................................................................................................................12-13
Typography..................................................................................................................................................................................14
Color Palatte...............................................................................................................................................................................15
Logo.............................................................................................................................................................................................16
Accepted Use of Logo.................................................................................................................................................................17
Stationary..............................................................................................................................................................................18-19
T-shirts........................................................................................................................................................................................20
Merchandise...............................................................................................................................................................................21
Signage.................................................................................................................................................................................22-23
Festival Guide.............................................................................................................................................................................24
Ads.........................................................................................................................................................................................25-26
Website.......................................................................................................................................................................................27
Mobile App..................................................................................................................................................................................28
Social Media.........................................................................................................................................................................29-30
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3. elementa
Elementa is a three day music festival that will be held during the summer in Rome, New York. There will be four
stages, which will feature musical acts. We will donate 15% of the proceeds to The Conservation Fund, a non-profit
environmental group.
festival theme
As there are four elements of the earth and four elements of music, Elementa combines these powerful elements to
create a unique, fun, and earthy musical experience. Each of the four stages will be tied to an element of the earth and
an element of music. The musicians assigned to each stage will refect the feeling being portrayed by the stage.
(dynamics) (harmony) (rhythm) (melody)
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4. ticket pricing
$200 - 3 days
$80 - 1 day
line up
FIRE WIND EARTH WATER
- Mumford and Sons - Jack Johnson - David Guetta - Dave Matthews
- Florence and the - Bon Iver - Swedish House Band
Machine - The Civil Wars Mafia - John Mayer
- Coldplay - Fleet Foxes - Avicii - John Butler Trio
- The Avett Brothers - Goyte - Childish Gambino - Dispatch
- The Decemberists - Noah and the Whale - Kanye - Rusted Root
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5. brand promise
Elementa will relate the elements of the earth with musical elements to create a fun and unique festival experience
without the commercialization of many current festivals.
brand philosophy
A music festival should be about the basics: the music. It’s about the bands playing and the fans appreciating the
artists who do what they love. Our festival cuts through the commercialization that many festivals have been overrun
with today to bring music lovers what they want. We also ensure that each festival-goer’s experience will be eco-friendly
through our sustainable practices.
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6. competitor analysis
Lollapalooza is located in Chicago, Illinois and features Located in Indio California, Coachella features a festival
the genres of rock, metal, and hip-hop. It has a fun, on the beach with all genres of music. The festival’s
happy tone, is eco-friendly, and markets itself as being a website is very well put together and there are fun things
“family festival.” However, many complain that it is very for attendees to do during the day, such as carnival rides.
commercialized and it doesn’t have on-site camping. However, many complain that it is too commercialized
There is also no real theme. and only mainstream music is played.
Bonaroo is located in Manchester, Tennesee and features Grassroots takes place in Ithaca, New York and features
all genres of music. It is eco-friendly and has plenty of the genres of Bluegrass, Indie, and Jam Band. It is a
camping options and entertainment for attendees. small festival that is inexpensive and family oriented. It
However, like many other festivals it is commercialized is very environmentally conscious and they donate their
and does not have a theme. proceeds to charities. However, the festival only appeals
to a certain demographic and is not very popular.
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7. Tomorrowland is located in Boom, Belgium and features Benicassim is located on the beach in Benicassim,
only electronic music. It has a mystic and dreamy theme Spain and features alternative rock and electronic
with theatrical props and decorations. It is also not as music. Where most festivals have an ending curfew
commercialized as other festivals. The festival does not of 2:00am, Benicassim goes on throughout the night
have a lot of rules and regulations, which can be both a until the sun comes up in the morning. Attendees then
strength and a weakness. There is also not a wide genre sleep on the beach all day. However, the festival is very
of music, which can be negative because there is not commercialized with no real theme and the website is
music for everybody. very unorganized.
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8. consumer accepted beliefs
• Popular and less popular bands will play
• You learn about new music
• There will be alcohol and drugs involved
• Many music festivals are too commercialized
• You meet many new people at festivals
• Music festivals have a lot of people in a small space
• Music festivals are expensive
• Music Festivals create a lot of waste and garbage
• You travel far to go to music festivals
• You will expect to be uncomfortable when camping
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9. differentiation
Dedication to Charity
Most music festivals today are created specifically to make a profit for the festival’s hosts. Elementa, however, is going
to donate 15% of the proceeds to The Conservation Fund, making the admission fee more meaningful.
Differentiation With Sponsors
In order for festival tickets to be affordable for attendees, sponsors are critical. Commercialization, however, has
become a common complaint of consumers. Elementa will be sponsored by companies who have relatable values.
Many will be non-profit and/or socially responsible organizations. Examples include: Toms, People Water, and Back to
Nature.
Environmentally Friendly
Festival-goers leave massive amounts of non-biodegradable waste. Elementa will strive to cut down waste by promoting
recycling, carpooling, and other green practices. We will require the vendors to use recyclable materials for things such
as food and drink products.
Wide Variety of Music Styles
By tying each natural element with a different musical element, Elementa brings together more than just its attendees,
but also musicians that represent different types of music.
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10. SWOT analysis
Strengths Weaknesses
• Big named artists, as well as smaller • Expensive
names • New music festival to market
• Charitable • Doesn’t appeal to everybody
• People will be able to see all their favorite
artists at one time
• Music festivals are fun
• Unique theme
Opportunities Threats
• Many people often complain about • Government regulations
festivals being too commercialized • Weak economy
• The environmental movement has a large • The time people need to take off work
impact in the community of Upstate, New
York
• Music festivals are becoming more
popular in the US amongst our target
audience
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11. target audience
Mary Williams - 18 years old Chris Newport - 21 years old Virginia Jefferson - 24 years old
Hey! I’m a freshman at New York Hi! I’m a senior at Syracuse Hi there. I’m a recent graduate from
University. Coming from a small town University. The past three years at Ithaca College. Since I graduated
in Upstate, New York, I’m excited to college have been awesome, and two years ago, I’ve landed my
be in “the big city” and on my own I’m really looking forward to making dream job as an Account Manager
for the first time. From concerts to this year an adventure. Now that at Firstborn. I love going to work
parties, there is so much to do in I’m 21, I love kicking back with a everyday, but sometimes it can be
NYC and my friends and I go out beer and listening to new and old really stressful. My coworkers and
every weekend- we never go to the music with my friends, as well as friends from college love meeting
same place twice! I love listening to going out and enjoying myself at a up after a hard day and relaxing at a
music and seeing my favorite artists concert or a bar. Who’s ready to do bar, but sometimes happy hour just
live, but a great thing about going to big things with me? doesn’t hit the spot. I would love to
college is being introduced to new get away for the weekend and let
music all the time. the stress of work float away.
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12. brand tone
The theme of the festival will be portrayed with bold colors, smooth texture, and organic, simple shapes.
Our consumer messaging will have an overall trendy and hip tone.
design inspirations
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13. Page 13

14. typography
The same typography will be used for all internal and external communications. Street Corner will always be used in all lowercase
letters and is primarily used for the logo and tagline. When used in the logo, it should always be in blue, where the tagline is in
red. Franklin Gothic Book will be used for body copy in all other communications, where Franklin Gothic Demi will be used for
headlines and signage.
street corner franklin gothic book
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*(),.;’/ 1234567890!@#$%^&*(),./;’/
franklin gothic demi
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRS VWXYZ
1234567890!@#$%^&*(),.;’?
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15. color palatte
Page 15

16. elementa
music the 5th element
make music
festival
Page 16

17. accepted use of logo
No stroke No tilting No outer glow No other color
No fading No fading No drop shadow
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18. letterhead
2410 Rhythm Road
Rome, New York
13440
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19. business cards envelope
Katie Shaw
Director of Marketing
katie@elementamusic.com
(555) 555-5555
2410 Rhythm Road
Rome, New York 13440
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20. merchandise
staff t-shirts
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21. stickers
water bottle
messenger bags
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22. signage
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23. tent
stage
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24. festival guide
(rhythm)
Day 1
EARTH
RETAW
10:00pm - David Guetta
2:00am - Swedish House Mafia
EARTH
Day 2
11:00pm - Avicii
2:30am - Childish Gambino
Day 3
2:00am- Kanye
WATER
9:30pm- Rusted Root
Day 3
9:30pm - John Butler Tri0
7:00pm - John Mayer
Day 2
9:30pm - Dispatch
7:00pm - Dave Matthews Band
Day 1
(dynamics)
elementa
music festival
11:00pm - Noah & the Whale
elementa
(harmony)
7:00pm - Jack Johnson
music festival
8:00pm- Fleet Foxes
10:00pm - Bon Iver
elementa
7:30pm - Goyte
WIND FESTIVAL GUIDE
ERIF
Day 1
Day 2
Day 3
music festival
FIRE
11:30pm- Mumford & Sons
Day 3
FESTIVAL GUIDE
DNIW 12:30am - The Decemberists
10:30pm - The Avett Brothers
Day 2
1:00am - Florence & the Machine
11:00pm - Coldplay
Day 1
(melody)
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25. advertisement
Bring Back the Music.
3 days, 4 stages, 40 incredible bands...
1 experience that is truly all about the music
elementa
music the 5th element
make music
festival For tickets and information, follow us
0r visit www.elementamsicfestival.com
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26. billboard
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27. website
Page 27

28. mobile app
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29. twitter
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30. facebook
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