Homegrown arts & Music Festival

(work from 2020)

Homegrown Arts & Music Festival needed a full rebrand for their 8th annual event. A new brand identity, website, and multi-platform marketing strategy was needed to put the festival on the map and compete with those such as Lollapalooza, Pitchfork, Riotfest, NorthCoast, and more. The ever evolving Chicago music scene works well with festivals that can adapt to the landscape and have a great online presence. Homegrown desperately needed a larger following to accommodate the large scale advertising opportunities the Festival needs to become well known. Obviously with time and experience will come a greater following, but the festival needs wider recognition to draw in crowds that can change the trajectory of a band or artist’s career.

The influence for the project and branding were elements of the natural world, and a vibrant palette that reflect the feelings of summer camp. Utilizing radio, video clips, graphics, audio recordings, and more across multiple platforms, Homegrown began to gain considerable traction. Unfortunately, the COVID19 pandemic severely limited the budget, scope, and capabilities of the project. The vision was not fully able to be brought to life, but the legacy of the Homegrown Festival lives on, and the bands they brought considerable recognition to have gone on to become touring sensations.