5thDimension_Branding_Frankie Lander_Spring 23ur publication

Brand Book for 5th Dimension D esi g n e d b y F r an k i e L an d e r

5th

Dimension Branding

Fris

[ free-sohn; Fren

noun, plural fris•sons [free

1 a sudden passing sensatio

of emoti

The movie offers the viewer the character in m

sson

nch free-sawn ]

e-sohnz; French free-sawn]

on of excitement; a shudder ion; thrill:

e occasional frisson of seeing a mortal danger.

Table of Contents

1

2

Mission Statement

08

Positioning Statement

10

Tagline

12

Research

14

Competitors

20

Personas

22

Logo

24

Color

30

Typeface

32

Stationery

34

Social Media Marketing

40

Transportation Advertisement

42

Staff Shirt

44

Website

46

RFID Ticket Wristband

50

3

ENTERTAIN Mission Statement

We provide an im interactive music experience for cu ages across the

INN

NMENT

mpactful c festival ustomers of all US.

NOVATION

FUN-LOVIN Positioning Statement

PROG

5th Dimension fo curating a positiv customer experi music festivals t lasting impact.

NG

GRESSIVE

ocuses on ve, exhilarating ience at our to leave a

Tagline

Embrace y

your muse.

Research

Mental health has been negatively impacted worldwide post COVID-19 meaning that mentally uplifting social gatherings are more important than ever. Studies have found that positive social experiences, such as music festivals, lower rates of depression, as well as improve cogntive function. The preservation of cognitive function is especially important as it lowers the risk of Alzheimers and Dementia later in life.

Music festivals have also been linked to improved mood as well as heightened energy levels. The euphoric memories made at music festivals positively impact attendees in the long term, with attendees reporting that remembering the events later in life positively effects mood and energy levels.

The feeli and inclu festivals impact o Social in connecti dopamin which ar elevating

Mental Benefits

ing of community usion during music is also has an on mental wellbeing. nteraction and ivity release both ne and oxytocin, re mood g hormones.

Research

Studies have shown that attending music festivals significantly lowers level the stress hormone corti This result was found aft classical and pop music indicating that the benefi from positive social expe rather than the type of m

Decreased pain has also been linked to music festival attendance, especially in older attendees. This is linked to factors such as increased dopamine, serotonin, and adrenaline levels.

t s ls of isol. ter both festivals, fits stem erience music.

Physical Benefits Studies have found that music festival attendees experienced decreased heart rate, blood pressure, and respiratory rate.

Research

Electronic Dance Music is the fastest growing genre of festivals in every category, with some of the biggest festivals being in the EDM genre. EDM festivals are famous for their high levels of production all around - from audio to visual to lighting and effects, as well as record breaking attendance rates.

Post-

The definition of “live continues to evolve, kinds of cross-platfo creators fuse togeth sound, images, video performers, props an technologies as proj mapping and augme reality to create imm experiences.

With COVID-19 restrictions lifted, music festivals are back and better than ever.

Attendance are up and profits are skyrocketing, with 32 million Americans attending music festivals per year and more stating that they are planning on attending in the future.

-Pandemic Growth

e event” as new orm her music, o, live nd such jection ented mersive

Competitors

As the world’s leading live entertainment company, we are privileged to work with artists to bring their creativity to life on stages around the world. Whether it’s two hours at a packed club, or an entire weekend of sets at a festival, a live show does more than entertain. It can uplift, inspire and create a memory that lasts a lifetime.

Bringing 40,000 shows and 100+ festivals to life and selling 500 million tickets per year is a massive undertaking, made possible by our 44,000 employees worldwide. But just because we are big doesn’t mean we do things the same way as other companies of our size.

More than movemen Angeles— creativity We put the stopped d and the sp calling to than ourse We strive fueled by all are wel in perfect united by unmistaka amidst the last foreve It started

n 20 years ago an underground nt was created in the warehouses of Los —a vibrant DIY culture rooted in music, and community. e needle on the record and we haven’t dancing since. Fueled by self-expression pirit of discovery, we respond to a connect and form something bigger elves. to create safe and magical spaces relentless positivity. A home where lcome because when you’re moving synergy with those around you, the beat, the energy is palpable and able. Behind all the lights and lasers, e big speakers, are moments that will er. with a beat, and it continues with YOU.

The live entertainment space is not for the faint of heart and you can’t go it alone. There are so many aspects that need to be brought into consideration, and like any business, expenses and team members and partners are some of the hardest things to manage. The Festival Company exists because we wanted to create a company that we wish existed when we started our first festival. We wanted a company that provided guidance, service, expertise and solved all of those little pain points that we didn’t even know existed until they did. And we wished there was a partner out there that was actually a partner - someone that was affordable, who we could grow with, and who really cared about our business as much as we did. We couldn’t find it, so we set out to create it - Welcome to The Festival Company.

Persona Kiersten Caplin Age: 23 Residence: Salt Lake City, UT Occupation: Media Specialist Marital Status: Single, no kids Kiersten goes to her 9-5 job managing a TikTok account for a small clothing brand. On weekends she goes out with her friends to the local clubs.

“I love Coachella” Criteria for Success

WANTS

To travel the world To experience something new Meet Taylor Swift

VALUES

Become a millionaire Retire before 75

NEEDS

Money Entertainment Friends

A good time Her friends

FEARS

Negative bank account Traveling very far Losing her job

Comfort with Technology Internet

Software

Mobile Apps

Social Network

Steven Koul Age: 30 Residence: Pittsburgh, PA Occupation: Accountant Marital Status: Married, one kid

“I wasn’t built for a 9-5”

Steven goes to his accounting job at a law firm. When he is off work he works on teaching himself piano. He wants to learn how to mix and master songs some day.

Criteria for Success Provide his family with a comfortable life Retire before 70 Write a song

Comfort with Technology Internet

WANTS

To write a song To experience something new A break from everything

NEEDS Money Housing Love

A good time Family

Software

FEARS

Mobile Apps

Social Network

VALUES

Negative bank account Divorce

Logo

The three dimensionality of the letterforms creates a sense of depth. The gradients on the extended potions of the letterforms mimic stage lighting with the light fading up from below. The design choices highlight Fifth Dimension’s goal: to create and impactful music festival experience for all.

B/W Logo

Color Variation

Logo

Clear Space

V

V V

Incorrect Usage

Do NOT rotate

Do NOT stretch

Do NOT outline

Do NOT alter the base color

Do NOT alter the gradient

Logo Development

Color

C=4, M=0, Y=62, K=0 R=249, G=241, B=129 #F9F17E

C=05, M=38, Y=70, K=0 R=237, G=168, B=97 #EDA861

C=0, M=97, Y=12, K=0 R=237, G=30, B=129 #ED1E81

C=81, M=100, Y=07, K=01 R=90, G=45, B=135 #643594

Typography

The Bold Font

A

BCDEFGHIJKLmN OPQRSTUVWXYZ

1234567890 (!?#@&":+=)

Helvetica Neue Regular

Aa

BCDEFGHIJKLMN OPQRSTUVWXYZ bcdefghijklmn opqrstuvwxyz

Aa

BCDEFGHIJKLMN OPQRSTUVWXYZ bcdefghijklmn opqrstuvwxyz

1234567890 (!?#@&":+=)

Helvetica Neue Medium 1234567890 (!?#@&":+=)

Helvetica Neue Bold

Aa

BCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 bcdefghijklmn (!?#@&":+=) opqrstuvwxyz

Stationery

Lette

11”

erhead

”

8.5”

Business Card

2”

3.5”

4.125”

Envelope 9.5”

Social Media Marketing

Announcement

Artist Lineup

Transportation Advertisement

Staff Shirt

Website

RFID Ticket Wristband

Brand Book for 5th Dimension D e si g ne d by F r a nki e Lan der

Thank you