SERIES: Launch a Summer Music Festival

S1-S3

60–90 minutes

Launch a Summer Music Festival: Create the Brand and Campaign

Branding turns the festival from an idea into something people can recognise, remember and share. Good campaign design then turns recognition into action. You will build a small brand system and use it across a three-part launch campaign. By the end of this challenge you will: Translate audience and promise into brand rules Create […]

Launch a Summer Music Festival: Create the Brand and Campaign

Your Mission

Turn the festival concept into a recognisable brand and a short campaign that moves the audience from curiosity to action.

You will define brand rules, build a small visual system, analyse real event promotion and create three connected launch moments.

The Shape of This Challenge

Discover

✏️ ️ Notice & question

Explore

️ Investigate & test

Create

✏️ Make & communicate

Reflect

️ Think & apply

Discover

Start by translating the founder promise into clear design choices.

Step 1

Turn the Promise Into a Brand

✏️ Brand words · 8–10 mins

We are learning to translate the festival concept into a consistent visual and verbal identity.

Branding should make the audience expect the right experience before they read every detail.

Your Task

Review the founder brief.
Choose four brand words.
For each, write what it means for colour, type, imagery and tone of voice.
Write one design choice that would contradict the brand.

I can connect visual and verbal choices directly to the festival promise.

→ This creates the design rules for the campaign.

CreativityCommunicationAudience Awareness

Step 2

Build a Small Brand System

️ Make + compare · 10–12 mins

We are learning to create a consistent identity rather than one isolated logo.

A usable brand system needs repeatable choices.

Your Task

Create a wordmark/logo treatment, colour palette, type approach and image style.
Write a short tone-of-voice rule.
Apply the system to one small test asset.
Remove or change one element that does not feel consistent.

I can create a small repeatable brand system.

→ This gives every campaign asset a shared visual language.

CreativityDigital DesignCommunication

Explore

Use campaign evidence and plan each asset to do a different job.

Step 3

Study What Makes Event Promotion Work

Choose your route · 10–15 mins

We are learning to analyse campaign assets for hierarchy, audience and call to action.

Festival marketing must communicate emotion and practical information at the same time.

Your Task

Choose two real event/festival campaign assets.
Complete one research route.
Identify the hook, information hierarchy and call to action.
Write one technique you will adapt.

⚡ Quick Track

Compare two posters or social assets. Identify what you notice first, what information appears next and the call to action.

Dig Deeper

Compare a festival’s poster, social post and website hero. Analyse how the same brand is adapted across formats.

I can use real campaign examples to improve communication design.

→ This gives your launch assets stronger structure.

ResearchCreativityMedia Literacy

Step 4

Design the Campaign Journey

️ Sequence · 10–12 mins

We are learning to plan campaign assets with different jobs rather than repeating one poster everywhere.

A launch can move from curiosity to proof to action.

Your Task

Plan three moments: Tease → Reveal → Act.
Choose a format for each.
Write the audience action after each moment.
Choose one meaningful success measure beyond likes.

I can plan a short campaign with a clear communication journey.

→ This becomes the structure of the final campaign pack.

CommunicationCreativityProblem Solving

Create & Share

Create a consistent campaign pack ready to feed the website.

Step 5

Create the Festival Brand and Launch Campaign

✏️ Design · Create · 30–40 mins

We are learning to create consistent campaign assets that build recognition and move the audience toward action.

The pack should look like one festival, not three unrelated designs.

Your Task

Include a mini brand kit.
Create three connected assets for Tease, Reveal and Act.
Include essential event information and a clear call to action.
Apply consistent visual hierarchy and accessible contrast.
Choose one output structure below.

Brand and Campaign Pack

mini brand kit + 3 campaign assets

⏱ 35–40 mins

Create the visual system and three connected launch assets.

Festival Brand Pitch

5 slides · maximum 30 words per slide

⏱ 30–35 mins

Present audience, brand system, campaign journey, sample assets and success measure.

Festival Launch Teaser

60–90 sec video + 2 supporting assets

⏱ 35–40 mins

Create the lead launch video and two branded supporting pieces.

I can create a coherent festival brand and campaign for a defined audience.

→ This is your finished mission output.

CreativityCommunicationDigital Citizenship

Step 6

Reflect, Apply, Look Forward

️ Think or discuss · 5–8 mins

We are learning to reflect on how brand consistency creates trust and recognition.

Next you will turn the project into a multi-page website where every earlier decision must work together.

Your Task

Answer the prompts.
Name one brand rule you will carry into the website.
Write the three website tasks visitors must be able to complete fastest.

Reflect

Which brand decision most changed how professional the festival felt?

Apply

Where else could a small brand system make creative work more consistent?

Look Forward

How might AI help generate campaign variations without deciding the brand strategy for you?

I can explain how branding supports audience expectation and action.

→ Your brand system now becomes the design language for the website.

ReflectionCreativityCommunication

Dex AI Study Partner

Hi! I'm Dex, your AI Study Partner. Ask me a question, attach a screenshot, test your skills with Quiz, or click Mastery for feedback!

Screenshot attached

TOOLKIT

Choose Your Tools

Use the tools available to you. The quality of the thinking, research and audience experience matters more than a particular app.

Design

Use Canva, Adobe Express, Slides or another design tool for brand assets. Keep visual choices consistent.

Write

Create short, audience-focused copy for posters, social posts and website headlines.

Test

Show assets to peers and ask what kind of festival they expect before you explain it.

Educator / Parent Notes

Age, Stage and Prior Learning: Designed for S1–S3. Public posting is not required; mock campaign assets are sufficient.

Before You Start: Encourage design decisions tied to audience and concept rather than personal colour preferences.

How to Open This: Ask: “If I hide the festival name, would these three assets still look as if they belong to the same event?”

Scheduling: Steps 1–4 need 35–45 minutes; Step 5 needs 30–40 minutes.

If a Pupil Gets Stuck: Provide a simple brand-kit template and require two campaign assets rather than three if needed.

For Fast Finishers: Ask learners to A/B test two campaign messages or adapt the brand across very different formats.

Marking Guidance: Look for strategic brand choices, consistent execution, clear hierarchy, accessible contrast and a campaign sequence with distinct purposes.

Launch a Summer Music Festival: Create the Brand and Campaign

Launch a Summer Music Festival: Create the Brand and Campaign

Discover

Turn the Promise Into a Brand

Build a Small Brand System

Explore

Study What Makes Event Promotion Work

Design the Campaign Journey

Create & Share

Create the Festival Brand and Launch Campaign

Reflect, Apply, Look Forward

Show What You Have Learned

Design

Write

Test

Show What You Have Learned

Design

Write

Test

TOOLKIT

Design

Write

Test

Educator / Parent Notes

More like this

LET'S TALK DIGITIZE