How we branded a signature music festival for our city and had a damn good time doing it.
INCLUDED
Brand Positioning & Strategy
Brand Identity
Amping up local tourism.
Branding a hometown music festival is really a dream job, but also a huge responsibility when you’re talking about creating an experience that will represent your community to visitors, many for the first time.
Railbird—slang for a horse racing enthusiast that likes to stay close to the action—just rolled off the tongue and had an inherent sense of intrigue given the festival’s location at Keeneland.
Rooted in Lexington’s culture and people, the rest of the brand came together with a unified identity executed in web design, social media, festival signage, and environment design. It also inspired how festival perks like the Rickhouse curated bourbon experience and Lucky Day Plaza, where attendees could wager on off-track betting, came to life.
In its first year, Railbird attracted over 30,000 visitors from 48 states and 11 countries. And city tax revenue went up 7.5% based on hotel occupancy (compared to 0.4% the previous year), a major tourism boost for what is typically a slow month.Music to our ears.
Railbird—slang for a horse racing enthusiast that likes to stay close to the action—just rolled off the tongue and had an inherent sense of intrigue given the festival’s location at Keeneland.
Rooted in Lexington’s culture and people, the rest of the brand came together with a unified identity executed in web design, social media, festival signage, and environment design. It also inspired how festival perks like the Rickhouse curated bourbon experience and Lucky Day Plaza, where attendees could wager on off-track betting, came to life.
In its first year, Railbird attracted over 30,000 visitors from 48 states and 11 countries. And city tax revenue went up 7.5% based on hotel occupancy (compared to 0.4% the previous year), a major tourism boost for what is typically a slow month.Music to our ears.
