Dixie Madison is a relative newcomer to the country music scene but she has already amassed a great fan base. Now that she is ready to embark on her first national headlining tour. I was tasked with creating a branding campaign for this tour that would captivate her current fan base and invite new fans to experience her captivating sound and thrilling live shows.
The Design Strategy:
My key strategy was to create a campaign that would take advantage of the growing country music market by creating an experience around the fans themselves. Social Media applications will allow fans to become part of the show and connect to Dixie through an interactive concert experience.
Dynamic Mood Board:
Most of us do not think in static images, which is why the dynamic mood board is so vital to the design process. The dynamic mood board for this campaign took all the elements from the static mood board and put them into motion with added music, narration, and sound effects.
Most of us do not think in static images, which is why the dynamic mood board is so vital to the design process. The dynamic mood board for this campaign took all the elements from the static mood board and put them into motion with added music, narration, and sound effects.
Static Mood Board:
Before I ever fired up Photoshop, Illustrator, or InDesign to create any of the campaign's assets, I started combing the Internet for some creative inspiration. Based on the campaign brief and my own understanding of the goals and tone for the project, I started collecting everything that evokes the mood I’d like to see in my design. I then put them into this static mood board to serve as a constant reminder of my targets and objectives for the campaign.
Before I ever fired up Photoshop, Illustrator, or InDesign to create any of the campaign's assets, I started combing the Internet for some creative inspiration. Based on the campaign brief and my own understanding of the goals and tone for the project, I started collecting everything that evokes the mood I’d like to see in my design. I then put them into this static mood board to serve as a constant reminder of my targets and objectives for the campaign.
Design Elements:
Every aspect of the design elements expertly connects to the core values of the tour's narrative. The color palette displays Dixie's youth and energy. A mixture of serif and sans-serif fonts display both the inspiration and encouragement of modern country music.
Every aspect of the design elements expertly connects to the core values of the tour's narrative. The color palette displays Dixie's youth and energy. A mixture of serif and sans-serif fonts display both the inspiration and encouragement of modern country music.
Research:
The research I conducted showed that 90% of country fans own a phone and 80% are on social media accounts. This is why I chose to focus my media mix heavily upon interactive marketing. The Tour's Facebook, Twitter, and Instagram pages will give fans the opportunity to submit photos for the tour's slide shows. It is also where opening act hopefuls will be able to submit video auditions.
Imagery:
Energetic and empowering imagery will be used across all aspects of the campaign to create an inspiring and cohesive look that will captivate and inspire fans. A mixture of unique promotional items and standard concert merchandise will turn all concertgoers into walking Dixie Madison billboards.
The research I conducted showed that 90% of country fans own a phone and 80% are on social media accounts. This is why I chose to focus my media mix heavily upon interactive marketing. The Tour's Facebook, Twitter, and Instagram pages will give fans the opportunity to submit photos for the tour's slide shows. It is also where opening act hopefuls will be able to submit video auditions.
Imagery:
Energetic and empowering imagery will be used across all aspects of the campaign to create an inspiring and cohesive look that will captivate and inspire fans. A mixture of unique promotional items and standard concert merchandise will turn all concertgoers into walking Dixie Madison billboards.
The Logo Development occurred over a single month. Dixie Madison is an up-and-coming country artist who is young, energetic, and full of life.
Original sketches tried to capture Dixie’s spirit and the imagery of a heart to connect to the name of the album and tour. The final logo was developed over several iterations. It was chosen because it was simple but very memorable with its distinct guitar shape. It is also fully scalable, can be printed in single, full, and no color, and is suitable to be used over a variety of textures, colors, and mediums.
A survey of classmates, friends, and strangers was conducted and 80% of respondents believed that logo #5 was the strongest logo for the brand.
Several iterations were completed to create this final logo. I decided to change the typefaces in the logo slightly. The tour name was changed from a script to a strong serif block typeface to give the logo a strong, grounded appearance. I also change the artist name to a script to give the appearance of an autograph. The color palette for the logo can be found throughout the branding campaign, creating a cohesive look.
After extensive research, I decided to focus that most of my advertising power into interactive media. Dixie's fanbase is largely part of the Millennial generation, Over 80% have smartphones and over 90% are on some form of social media.
Social Media Campaign:
Dixie's fanbase is largely part of the Millennial generation, over 80% are on at least one social media site and 95% have smartphones. Sites like Facebook, Twitter, Vimeo, and Spotify will be an instrumental part of connecting Dixie to her current and potential fans. Facebook and Twitter will also allow fans to upload personal photos of their concert experiences. Vibrant imagery allows Dixie to share all the key events of the tour with her fans.
Dixie's fanbase is largely part of the Millennial generation, over 80% are on at least one social media site and 95% have smartphones. Sites like Facebook, Twitter, Vimeo, and Spotify will be an instrumental part of connecting Dixie to her current and potential fans. Facebook and Twitter will also allow fans to upload personal photos of their concert experiences. Vibrant imagery allows Dixie to share all the key events of the tour with her fans.
Asset Development: Concert merchandise and other assets were created to complete this multi-media campaign.
Brand Vision Book
This book was created to excite tour organizers about the asset development phase of the design process. I also used this book to motivate me and keep me on track while I was completing the various assets of the campaign. It used the color palette, typography, and imagery in the book that I wanted to use for the campaign itself.
Brand Campaign Book
The Brand Campaign book is a compilation of all aspects of the tour. The market and design research, asset development, and brand development that were used to create a cohesive marketing campaign.
