Run to The Sun is a prominent festival in the South West. It had losgraffitied its focus from an authentic VW custom car lifestyle event to a music focussed event. The developed a problem that they now compete with bigger, better music festivals and find it hard to attract a new audience.
Absolute were briefed to reposition the brand concentrating on what made this event different and distinctive. Our approach was to take the brand 'back to it's roots' and concentrate on the counter culture element of the festival. Paying homage to graffiti style, Absolute created a handrawn font for the brand identity, supported with a new strapline "on the run since 1987".
The website was the main communication portal to keep the audience engaged all year round. Our approach was to create a scrapbook feel. This approach fits in well with counter culture. It was intended to have a home made scrap book look. This gave visitors to the site the feeling of taking part in an underground, slightly subversive activity. It was intended to appeal to the rebel within and give each visitor a sense of ownership as it encourages them to take part and make their mark on society. Absolute created all the graphical elements including the propaganda concept, with a new character based on Erwin Komenda the designer of the VW beetle. Absolute also developed a tone of voice style which is brought to life through the copy on the website
The result has seen membership increase by 25% and the facebook following grow from 1,500 to 5,000 since it's launch before Christmas. |
