ZONEOUT
Branding and content creation for a new one-day festival experience in Sydney, aiming to break music boundaries.
Introduction
ZoneOut is a one-day music festival in Sydney featuring International and Australian neo-classical artists, yoga sessions, panel discussions and film screenings. The brand had an existing digital presence, but needed a new visual identity and an emotive content campaign to help tell a story of a new genre of music that was beginning to infiltrate people’s playlists and lives.
The challenge was to grow awareness of both the music genre and the festival to two very different consumer. One being an active listener who already engaged with the musicians, both attending their shows and following them on streaming services, whilst the other being a passive listener only consuming the music through mood-relates playlists and at wellbeing events such as yoga and retreats. The festival had to position itself as an event open and suitable to all, catering for both listening needs.
“Bringing music without boundaries “
— ZoneOut Positioning Statement
Content & Campaign Creation
The challenge was to create a content series which embodied not only this new wave of modern classical music, but depicted how this music is being consumed in everyday life, with a particular focus on wellbeing and mindfulness.
I wanted to showcase both musicians and wellbeing talent, to tell their story of how this new genre of music creates and influences wellbeing today. This also ensured maximum reach and allowed us to showcase the vibe of the festival to two very different audiences; the music lover and the wellness warrior.
Credits
Branding lead: Carrie-Ann Le Feuvre
Director: Carrie-Ann Le Feuvre
Videographer & Editor: Wayward Films
Producer: Michelle Owen
Content / Campaign Strategy: Carrie-Ann Le Feuvre
Graphic Designer: Kaitlin Wright