Coach ella

The main challenge was to go beyond traditional advertising. Coachella is all about the community being their most prized asset and this year that core demographic was Gen-Z. Since influencers wield considerable sway over their followers we needed to match the branding with the visual aesthetic of core influencers that mirror the festivals ethos. Some themes to be explored with this visual identity included sustainability, nostalgia, community, diversity, empowerment, free human expression and “no one gets left behind”. Gen-Z is all about authenticity, inclusion and diversity. This meant that the style needed to celebrate inclusivity with a little touch of human “imperfection”.

1. Bold and Bright Colors: Coachella’s promotional materials had to feature a vivid palette, including neon and pastel shades, which evoke the energetic and youthful vibe of the festival. 2. Desert and Sunset Imagery: Reflecting its location in the California desert, Coachella frequently incorporates imagery of desert landscapes, sunsets, and palm trees. This helps establish a sense of place and the festival’s unique atmosphere. 3. Bohemian and Artistic Elements: There is a strong emphasis on bohemian, hippie-inspired visuals, including intricate patterns, mandalas, and art installations. This appeals to the festival’s audience, who often embrace boho fashion and lifestyle. 4. Celebrity and Influencer Imagery: Coachella’s marketing often features images of celebrities and influencers attending the festival. This strategy leverages their popularity to attract a wider audience (specifically Gen-Z and Millennials) and associate the festival with high-profile attendees. 5. Fashion and Style: The festival is known for its fashion scene, and this is prominently featured in its marketing. Promotional materials often highlight trendy outfits and festival fashion tips, appealing to attendees’ desire to look stylish and stand out. 6. Music and Performance Highlights for socials: Imagery of live performances, energetic crowds, and iconic stages is a staple. This emphasizes the core of the festival experience—live music and entertainment. 7. Digital and Social Media Integration: Coachella’s visuals needed to designed so it is highly shareable on social media, often featuring Instagrammable moments, eye-catching designs, and interactive content to engage online audiences. Overall, Coachella’s visual theme needed to be carefully crafted blend of vibrant, trendy, and culturally rich elements that resonate with its target audience and reflect the festival’s spirit.

Celebrate authenticity, diversity, community and sustainability with an imperfect shape language using paper cut-out textures, checkerboards, grainy textures, hand-drawn illustrations of palm trees, a half-crescent moon, roller coaster wheels, and bright wavy patterns reminiscent of the 60s (to bring out that nostalgic element to these visuals). Use bright and bold neons in the color palette. We had to make sure that the visuals were not too distracting which could easily be the case since there are so many elements that could make the composition look too over-crowded.

Core deliverables included Coachella highlights as IG, Tiktok, Facebook and Twitter assets. Location call-outs of where artists would perform (artist schedules). Lower-thirds, contests to drive engagement, paid socials, and shout-outs to the winners from social contests.