Electric Dude Ranch Festival Deck

FESTIVAL DECK

HOWDY

TABLE OF CONTENTS LOGO DEVELOPMENT

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MISSION STATEMENT & CREATIVE BRIEF

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BRAND GUIDELINES

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FESTIVAL POSTER

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DIGITAL ADS

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FESTIVAL KIT

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LOGO DEVELOPMENT 25 INITIAL VISUALS

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ELECTRIC DUDE RANCH

LOGO IDEAS AND REFINEMENTS

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LOGO DEVELOPMENT FINAL LOGOS

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ELECTRIC DUDE RANCH

MISSION STATEMENT & CREATIVE BRIEF MISSION STATEMENT Electric Dude Ranch is an electronic and country music festival aimed at marrying rave culture and bonfire culture. EDR was originally created to conjoin two drastically different music genres in the hopes that each fan will learn to appreciate the opposite genre a little more. In the process, EDR hopes to become a space for the acceptance of all people while maintaining value in a “simple life”. EDR feeds off the curiosity of its potential visitors to draw them into the unknown. By setting low, if any, expectations for their visitors, EDR can establish a unique and genuine first-time experience uniting ravers and hicks in a way that has never been done before.

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MISSION STATEMENT & CREATIVE BRIEF CREATIVE BRIEF Electric Dude Ranch is an electronic and country music festival aimed at marrying the two genres through their love of partying. It is aimed at joining two very different groups of people and uniting them through music and dance. By doing this, Electric Dude Ranch hopes to become a space for the acceptance of all likes of people while maintaining value in the “simple life”.

Electric Dude Ranch was originally created to conjoin two drastically different music genres in the hopes that each fan will learn to appreciate the opposite genre a little more. Along the way, Electric Dude Ranch will come to unite rave culture and bonfire culture on a more personal level. To do this, Electric Dude Ranch, needs branding that will relate to each side of the spectrum while drawing them in to curiosity. While they might be skeptical at first, the brand assets

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are what can convince them to come to see for themselves just what it’s all about.

EDR must compete with both country specific and electronic specific festivals.

Since the genres are so different, their fanbases probably have little overlap, thus making their main objective convincing people that it is a festival worth exploring.

The audience for EDR will mainly include men and women aged 18-30, those who are single or dating, who have some disposable income, and are in or have gone to college or trade school (either rural or urban). To appeal to this demographic and the opposite fan bases, EDR will reach out to each side of their fans through the respective imagery that attracts each group. Their combination both in collateral and in the experience of the festival will prove a unique, genuine firsttime experience for all those involved.

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BRAND GUIDELINES POSITIONING & MINIMUM SIZING The Electric Dude Ranch logo should always stand on it’s own, with at minimum one inch margins on all sides, or the scalable equivilent for larger sizing. When displayed at small sizes, the logo should have at minimum one half inch margins on all sides.

The EDR logo must not be displayed at any size smaller than 1.5 inches in height so that the detailing in the drip illustration and features of the type are withheld.

1/2” MARGIN ALL SIDES

1” MARGIN ALL SIDES

1/2” MARGIN ALL SIDES

1” MARGIN ALL SIDES

1.5” HEIGHT

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BRAND GUIDELINES SECONDARY LOGO The secondary logo for Electric Dude Ranch displays the full festival name. It should be used in certain contexts where the festival is being introduced for the first time or where the whole name must be known i.e. in the case that the EDR abbreviation presents some ambiguity that is not intentional.

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PROHIBITED DISPLAYS The logo must not be displayed in the following ways in order to uphold the integrity of the logo and the festival as a whole. The logo should be kept in its most true forms, often only involving black or white versions with the occasional green color added to the drip illustration.

Do not change the entire color of the logo

Do not fill in the hat with the same color as the stroke

Do not color the hat in anything except black or white

Do not distort the type or change the type in any way

Do not distort or change the drip illustrations in any way

Do not shear the logo in any manner

Do not rotate the logo

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BRAND GUIDELINES COLOR PALETTE The following is the color pallete to be followed

by EDR branded signage, advertising, etc.

These colors are very specific and no other color should be added unless it is a part of a photograph being used.

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PRIMARY COLORS

SECONDARY COLORS

PMS: 802C

PMS: 803C

HEX: #44D62C

HEX: #FFE900

RGB: 68, 214, 44

RGB: 255, 233, 0

CMYK: 68, 0, 79, 16

CMYK: 0, 9, 100, 0

PMS: 11-0601 TCX

PMS: 807C

HEX: #FFFFFF

HEX: #EA27C2

RGB: 255, 255, 255

RGB: 234, 39, 194

CMYK: 0, 0, 0, 0

CMYK: 0, 83, 17, 8

PMS: Black 6C

PMS: 915C

HEX: #000000

HEX: #00BCE3

RGB: 0, 0, 0

RGB: 0, 188, 227

CMYK: 75, 68, 67, 90

CMYK: 100, 17, 0, 11

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TYPOGRAPHY

HEADLINE Termina Black

BODY Termina Regular

CAPTION Tuppence Regular

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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BRAND GUIDELINES IMAGE REPRESENTATION The imagery that represents EDR must be in line with it’s combination of rave culture and the classic cowboy. Along with the rest of EDR’s branding, this will often consist of a lot of bright colors, distortion, and a juxtaposition of the natural with the artificial. In a sense: psychadelic cowboy.

Larry Pirnie “Firefighter”

Melissa Grimes “Spaced Cowboys”

Neoncowboys.com

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Juuh Victoria via Pinterest

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PATTERN EXPLORATIONS The following are various explorations in use of pattern derived from the design of the logo itself. Patterns are to be used only when they are a solitary design and when there is minimal to no type overlaid. These patterns can take on any of the branded colors and their shades, as they should be toned down when type is involved.

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BRAND GUIDELINES SOCIAL PRESENCE The logo type used for social channel presence should be the most appropriate according to the sizing of the image and channel it appears on. All are to be white type on a black background with green drips. The place for patterns and imagery on social channels only lie in the feed/as EDR’s posts on the channel, and not on the profile’s identity.

LINKEDIN 1584 x 396 PIXELS

INSTAGRAM COVER PHOTO

820 x 820 PIXELS

FACEBOOK COVER PHOTO 820 x 312 PIXELS

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FESTIVAL POSTER FESTIVAL POSTER To develop a festival poster, I adapted one of my previous logo ideas into a full illustration as a take on a second angle of my logo. I hand wrote the artist names into the bandana of the cowboy to outline where the folds in the bandana would be as well as give it a softer, homey touch. I condensed my information, logo and sponsor logos in to a bar across the bottom to separate it from the busy illustration and prioritize legibility. Finally, I added my developed tag line into the hat with more hand lettering. I am very happy with how it turned out and feel as though it captures the craziness and irony of country and electronic music together in the best ways.

JOSHUA TREE MAY 27-28, 2022

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DIGITAL ADS DIGITAL ADS For my digital ads, I adapted the illustration from my poster to the three different sizes, simplified it by removing the artist names and added that tickets are now on sale to prompt response. The three sizes adapted for digital ads are an incline rectangle (300x250), wide skyscraper (160x600) and half page ad (300x600). I wanted to keep my ads similar to my poster so that the marketing materials remain cohesive and recognizable to potential attendees.

TICKETS ON SALE NOW

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DIGITAL ADS

JOSHUA TREE MAY 27-28, 2022

JOSHUA TREE

MAY 27-28, 2022

TICKETS ON SALE NOW

TICKETS ON SALE NOW

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FESTIVAL KIT RTE PRODUCT The following are various co-branded RTE jerky products in collaboration with Oberto Meats. The design adapts one of the EDR branded patterns to the pouch shape and texture. The design is adapted to different colors to reflect different types of jerky that will be sold. Each holds an area for the logos and type to stand on their own, where they can be easily read and understood.

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RTD PRODUCT The following is the aluminum can design for a co-branded RTD energy drink in collaboration with one of EDR’s sponsors Monster Energy. The design combines the two logos as a nod to their similarities and collaboration on the festival as a whole. The drips from the EDR logo are featured along the top as an extra clarification that the can is special to the festival.

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FESTIVAL KIT WEARABLE The following are various hats that will be sold as merchandise for EDR. There are 2 more classic, high quality cowboy hats that feature either the EDR logo or tagline across the front in a screenprinted or patch design.

As a nod towards the electronic and ironic side of EDR, there is also a stereotypical cowboy hat shape in a neon pink color that features the festival tagline across the front.

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ELECTRIC DUDE RANCH

BAG/CONTAINER The following are two fanny pack/waist pack designs that will be sold as merchandise at EDR. The first design draws from the branded festival patterns while following the brand guidelines when overlaying the logo to brand it. The second design adapts the cowboy’s rave goggles from the poster and digital ads illustration to this shape and format. The designs are applied to a fanny pack to appeal towards rave culture and provide those attending with an easy way to store their things.

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THANK YOU