Breakaway
Breakaway is the nation’s largest touring music festival, bringing globally-recognized musical acts to underserved markets.
Breakaway Music Festival bridges the gap between globally-recognized musical acts and local, underserved markets like Columbus or Grand Rapids, providing festivalgoers with a top-tier festival experience. With aspirations to continue expanding their festival footprint and audience, Breakaway needed a refreshed visual identity that could match the energy and tech-savviness of the festival and its attendees, while also giving enough flexibility to uniquely adapt to each new festival market it would be activating within.
Logo & Visual Identity Systems, Brand Guidelines & Toolkits, Website Design, Social & Content Production, Motion Design, Experiential Design, Retail Design
Breakaway had established some brand equity with their hero astronaut character, a nod to the adventurous ethos to push further. To build on the spirit of community and togetherness, we developed a system of playful planetary characters — each tying back to one of the festival’s cities — offering a sense of customization for each city.
To further celebrate the individuality, diversity, and youthful expressiveness of our crowds, we developed a mixed-case version of our Breakaway wordmark — illustrating that these are core tenets of our brand. And pairing this with the custom city graphics and characters, we strived to ensure that every city and festival goer had their moment.
Other Work
