Client: Burning Beach Festival
Marketing and branding strategy
Contributions: Digital strategy, branding, web design & development, booking manager, marketing.
Scope
Burning Beach is a new festival in Lombok, Indonesia. I’ve been involved in the festival from the beginning as a DJ and designer. The founders wanted to take the festival to the next level and asked me to design a brand that would allow them to expand Burning Beach to a larger audience and venue, and attract world-renowned DJs. They also needed a website to handle all bookings, online payments and tickets. This is all integrated into a well thought-out marketing strategy.
The brand icon uses literal symbolism, a beach, the sun and fire. The word mark was also custom-made to resemble fire and water.
A series of icons designed to enhance the language of the brand. These icons represent ticket types, additional tickets and signage at the festival.
Challenge
Create an exciting brand that’s suitable for many different channels. The brand language combines electronic music, tropical vibes and freedom. Make the buying experience extremely simple, intuitive and accessible to anyone, anywhere in the world. Create hype without having a concrete lineup or much to show, like previous festivals.
Process
- Create a recognisable brand that appeals to the target audience.
- Design the logo, slogan and variations.
- Create a versatile colour palette that’s central to the brand language.
- Compile a comprehensive brand book to guide all project stakeholders (designers, marketers, creative directors for the artists, architects and organisers).
VIP Bracelet with the brand icon.
Artwork or social media platforms using recognizable textures, fonts and colours.
Brand guidelines include everything from colours, values, tone of voice, slogan and textures.
Results
The first official festival is scheduled to take place in December 2022. It’s attracted significant investment and has been approved by the Indonesian government. The festival has a lineup of 25 DJs and artists, many of whom are well known around the world. Ticket sales have started successfully and will generate tens of thousands of dollars in commissions for the festival. Tickets are easily scanned at the door and provide the security team with information from an app on their phone, making the entry process smooth and quick. The brand is highly recognisable and builds hype and trust with everyone involved.
The most important page on the website is the ticket page. Every person must start the purchase process with a ticket.
The second step is to add add-ons to the shopping cart (a festival ticket is required to purchase add-ons).
You can buy tickets through various payment methods anywhere in the world. All transactions go through Indonesian payment gateways.
Guests will receive PDF tickets with QR codes. The tickets support the tasks on site: multi-day tickets are scanned several times, the accommodation grants access to the hotel, VIP tickets are quickly scanned at the security check, flight tickets are organised by the festival team.
