Range Music + Arts Festival
Brand Strategy & Identity
The Brief:
The ask was to build a festival from the ground up. That meant defining the concept, audience, and market position, then developing a full brand system across every touchpoint from the identity and merch to wayfinding, environmental design, a promotional campaign, and an app prototype.
The Problem:
Festival-goers in this audience move fluidly across genres, scenes, and aesthetics. The challenge was building a brand system expressive enough to hold all of that without losing coherence, while also creating something with genuine staying power beyond the weekend itself.
The Insight:
No large-scale multi-genre festival exists on the West Coast of Canada. Osheaga holds that space in Montreal, but nothing fills it in Vancouver. For an audience that treats experiences as a priority, and that actively collects, trades, and wears the things they care about, a festival brand could function as more than signage and posters. It could be something people want to own.
The Solution:
Range is a multi-genre music and arts festival set at Jericho Beach, where the city, water, forest, and mountains converge. The identity is built around four distinct stage worlds (The Woods, The City, The Summit, The Coast), each with its own environment, stage design, and art installations. The brand system was designed so that the identity and the merchandise are the same thing: patches, pins, and stickers are not add-ons but the core of how the system lives on people, in their homes, and after the festival ends. This approach creates a brand that attendees carry forward rather than leave behind.
