After almost a decade, We Are FSTVL’s brand had lost its way.
Visually, it had veered off course and no longer represented the event
it was supposed to support. New owners, VW Music, commissioned Corporation Pop to shake things up and realign the brand with their vision for the product.
For their tenth anniversary we went back to the woods, discovered the roots of the festival, and delivered a reinvigorated campaign presided over by a mythical creature.
Essence of the brand
To turn around the tired brand, we needed to take it back to its core and rediscover its essence. We Are FSTVL has long been associated with contemporary dance music, particularly techno. The music is cool, the DJs are cool, and the crowd is cool. So we needed to tap into that and we started by plunging into the archives.
Back in the day, the festival had drawn on imagery and symbolism associated with ancient woodlands. It married the mystery of mythical creatures with the mesmerising beats and the electronic sounds of the music. We took those influences then imagined a new animal. It had the body of an owl, the horns of a stag and the claws of an eagle.
Next we got to work on the logo. Over the years it had been regurgitated so often it had lost all definition. Its now rounded fonts and sweet shop colourways resembled a neon sign outside an eighties nightclub. It was utterly off brand so we gave it a good shake, dismantled it, and built it back from scratch. The updated logo, whilst still immediately recognisable, was now stripped back, edgy and representative of the festival’s music and attitude.
The night owl formed a centrepiece for the brand and was first launched as part of a print campaign. For miles around the festival site in Essex, billboards and posters appeared. Each had the creature emblazoned across it, and nothing else. No name, no dates, no nothing — just this striking image of a mythical woodland animal. We used glow-in-the-dark ink for its eyes to add extra nighttime impact and it did its job, it got people talking.
We wanted to tease an imminent change then hit the audience with the power of the new brand. So to do that, the social media team cleared down a decade’s worth of images. They deleted every back catalogue photograph ever posted on Instagram and Facebook, and then the rumours began.
Shortly afterwards we relaunched the brand. The logo hit social media, and then we revealed the website’s new look. Simultaneously, we extended the poster campaign finally uniting the logo and the night owl.
The power of the campaign reverberated across its audience and caused a commotion amongst festival goers.
Corporation Pop now manages the creative direction of We Are FSTVL, both online and offline. The campaign continues to grow and develop through 2023 as we head towards the August bank holiday event.
We have big plans for subsequent years and can disclose the night owl wasn’t the only creature we designed. So watch this space.
For now though, we can report all early bird and first release tickets for 2023 have sold out. The campaign has been received well with high praise from festival goers, artists and the industry as a whole. And importantly, our client, VW Music, is thrilled with us.
A decade of music festivals
As part of the tenth anniversary celebrations, we designed a key milestone asset for use in the campaign. We took the logo and combined it with a cuboid number 10 in order to create an additional 3D animated logo lock.