Ever since its founding in 2010, The Festy has focused on being a family-friendly, environmentally-friendly music festival. For its first nine years, The Festy was hosted on camping grounds in rural Virginia. 

In anticipation of the festival’s 10th anniversary, Festy co-founders took the opportunity to reevaluate their values. The truth was, The Festy was becoming more than just a music festival. Over the years it had expanded to include not just music, but yoga, meditation, mindfulness workshops, and kid-friendly activities. The experience no longer fit within a campground setting and the co-founders realized they could better serve their mission by hosting the 10th Annual Festy in a more convenient, family-friendly, urban landscape. 

My team and I were brought on to signal this change in the form of a rebrand.