Folk on the Rocks

Challenge

When the Folk on the Rocks Committee challenged Tait to develop a brand for the 2011 Folk on the Rocks music festival, we knew we would need to raise the bar. The 2011 branding needed to be recognized as Folk on the Rocks, but completely different. But how do you create a new and fresh look after 30 years of the North’s biggest party under the midnight sun? You put Tait’s creative and strategic team to work!

Solution

The theme for the 2011 festival was “Eclectic Folk.” Using symbols that make up the unique qualities of the North, FOTR and summer in the NWT — nature, our aboriginal and modern heritage, and music — Tait created the shape of a guitar. The hot, hot, hot pink attracted attention and allowed the constant elements used each year to stand out. Tait then turned this graphic theme into an eye-catching branding exercise to create the feeling of eclectic folk in all of the collateral materials for the event.

Website

A new style FOTR website was developed to increase its functionality. Most importantly the news page was moved to the home page so that the website is always up to date and current. Google analytics were also applied to measure its effectiveness, and social media elements became more prominent.

Merchandise

A combination of themed and generic merchandise in new colours were created for t-shirts and hoodies, collapsible water bottles, festival chairs, branded dog tags and more to continue the 2011 brand.

Promotions

Tait also created a tradeshow display banner for the launch of the campaign at Yellowknife’s Spring Tradeshow — when FOTR’s line-up is announced on its biggest single ticket sales weekend. Postcards, magnets and luggage tags giveaways were created for the show.

Newspaper ads, roadside signs, maps, schedule and the program were also produced using the “Eclectic Folk” brand.