A brand identity for a fictional country music artist, Dixie Madison and a concert tour, The Heart of America Tour.
The brand development for the Dixie Madison Heart of America Tour started with developing a brand focus document that began from a broad understanding and exploring different concepts and strategies. This understanding was focused down into a single "big idea", a mantra, the inspiration for the brand. Competitive analysis showed that many of the artists did not have the western cowboy motif as expected. Having a clean, modern, cliché free design for Dixie Madison’s brand would not be enough to differentiate from the competition nor would adding a social media elements and online videos. Finding a significant differentiation required a new angle. It was looking for the new angle that discovered the concept of having an online music tour that fans from all over the world could follow.
This big idea concept is represented in a brand brief, serving as a guide for the visual design work as it is developed. The brand brief also helps communicate the brand essence and strategy to internal stakeholders. The concept behind the brand is that the tour is more than a show for the concert goer as the tour moves across the US, but it is also going to have a web episode offering that will allow fans to follow the tour online. Everything about the brand would communicate adventure and discovery.
Logo designs were explored and finalized. The final design tales visual cues from online video players.
Imagery, fonts, color and graphical style was chosen and compiled into a moodboard.
Website Mockups
Design mockups for the website, advertising and merchandise establishes the look and feel for the brand and communicates the vision and concept that draws the audience into following the tour and encourages social media engagement.
Close ups of navigation behavior and slides for carousel.
Tour dates and information
Video episodes
Photo gallery
shopping page
Mobile website mockups: A mobile friendly site providing easy access to to content and social media sites.
ADVERTISEMENTS AND MERCHINDICE
Billboard mockup: The call to action Comment, Explore, Connect is promoted under a visual disguise of commonly used social media links.
Digital and print ad: The visual representation of concert information, website, and twitter campaign's call to action mimic that of social media post.
Stationary and concert tees point people to the website for the brand promess of online content for fans to connect with.
