Fresh new look for Coastella
Coastella is a music festival that takes place on the beautiful Kāpiti Coast every February. It’s a fitting festival to mark the end of summer with great music, excellent food and specially brewed beer, all just a short trip from Wellington city.
Coastella approached Strategy to create a new identity to take Coastella into the future as the festival continues to grow.
The core idea for the new look was ‘Mysterious Earworm’. An identity informed by music, enigma and a touch of novelty.
We wanted to create a visual language that was initially striking, but rewarded our audience when they engaged more deeply with the message.
The imagery (which was shot by Wellington’s very own Creative Partner, Oliver Ward) takes inspiration directly from the lyrics of the festival acts. A toy car in a glass of water. A person perched atop a calculator. A couple of wild cats. The mystery of the visuals is clarified when people read the lyrics and then the call to action ‘hear it all’ at Coastella.
The layout uses a system of flexible colour blocks that allowed us to adapt our message for various channels and platforms. The result is a vibrant identity that sets the foundations for a vibrant festival, not only for 2019 but for many years to come.