Agents of Transformation is a platform for systemic changes through arts and design, connecting the next generation with decision makers in politics and industry.
Challenge
Reeperbahn Festival is the largest club festival in Europe and an international platform for pop culture and the music industry.
We help the music festival to evolve from an annual event series to a holistic music platform.
In close collaboration with Design Consultancy S-T-A-T-E, we provide the strategic framework for this quantum leap transformation.
Approach
Co-creative workshops and one-on-one deep listening sessions with the whole team led us to a new definition of purpose, mission and vision of the umbrella brand and two sub-brands. The top-down approach was accompanied by a bottom-up onboarding to integrate the operative baseline into the high-level strategy.
Results
Along with a printed brand book, containing the long-term strategic framework, we produced dynamic hands-on guidelines for the operative level.
Brand Book
The brand book contains the strategic framework, explains purpose, mission and vision in detail, lays out the brand character and brand values, describes the most important persona, maps all relevant stakeholders and defines the complex brand architecture, encompassing the umbrella brand, sub brands, initiatives and external partners. It also outlines the long-term transformational vision.
Channel Strategy
Based on the brand strategy, we developed a detailed channel strategy to strengthen the brand and increase its reach, defining touchpoint maps, traffic flows, flywheel dynamics, platform synergies, campaign implications, content focus and editorial organization for each individual channel.
Communication Guidelines
Based on the brand values and character, we defined communication guidelines to streamline internal and external content production and processes on an operative level. We defined among many other aspects behavior for social media, general text structures for different formats, gender guidelines, how to write about music and people, as well as exemplary artist portraits and news posts.