THE RADICAL RULEBREAKING CREATIVE AGENCY
LEGACY FESTIVAL 2022
GLOWHARD:
A HARD DANCE BLOWOUT
THE JOURNEY CONTINUES
SCOPE: Creative strategy and development, Design, Marketing, Video Production, 3D Design, Unreal Engine, NFT Art, Web3 Activation, Web development, Music & Sound design, Media buy
November 5 2023 marked the return of Legacy Festival 2023, with its new theme called GLOWHARD, Singapore’s first hard dance music festival. In this edition, Rawspark was granted creative authority and governance over all of Legacy’s creative output, from brand identity, campaign development and digital marketing assets, to its physical design elements, live show brand elements, and creative execution of its partner experiences. The upshot of this engagement was an entirely re-developed brand story and concept to continue the festival’s latest edition, following by a new brand visual identity and assets for Legacy’s GLOWHARD theme. Featuring an epic internally-acclaimed hard dance artist line up that included Darren Styles, Dimatik and Inquisitive, the festival was sold out to a 3,500-strong crowd at the Hard Rock Coliseum.
For more information, visit: https://www.instagram.com/legacyfestivalsg/?hl=en
THE BRIEF
PROJECT DESCRIPTION:
Conceptualisation, development and production of LEGACY Festival 2023’s brand narrative, identity, Marketing content, Commercials, Video production and Social media calendar.
600,000 IMPRESSIONS
100% SOLD OUT
3,500 FESTIVAL GOERS
206 CLICK THROUGHS PER DAY
THE IDENTITY
Legacy 2022 was about continuing from new journeys, and exploring newer realms, while escaping from reality with pent-up energy that has built for 2 years from the absence of festivals. For this, the design team centred Legacy 2022’s identity with an Orb, signifying an eternal and continuous energy that also forms a “portal” or “doorway” to new adventures unexplored. Light trails were also incorporated into the design guide as a visual symbol of trails and paths. Stars were also present in the design, representing both “unlimited dreams”, and the idea of exploration into deep space. Greek columns, reminiscent of of Hard Rock Hotel’s coliseum architecture, provided spatial design elements that references the actual festival venue.
THE MASTER KEY VISUAL
A construction of all the visual devices unique to Legacy Glowhard 2022. The key visual forms the visual template for all of Legacy Glowhard 2022’s marketing collateral and visual communication.
DISPLAY ADS
Adapted visual communication assets from the key visual, launched across Facebook, Instagram and Google ad platforms.
TRAILERS
Nothing spells “Genesis” quite as well as the birth of a star. Based closely on the narrative of creating and continuing new adventures into new worlds the trailer uses 3D animation to depict the story of the birth of a new star emerging from the centre of a nebula, which then collides with another and in that process, creates a light orb and portal into the festival grounds and heart-throbbing music experiences. The visual story metaphorically describes that by birthing new identities, embarking on journeys and uniting with different cultures, we create pathways to new experiences that we can enjoy.
AFTERMOVIE
SOCIAL MEDIA CALENDAR
Visual assets adapted from the key visual into imagery, GIFs and short reels for Legacy Glowhard 2022’s social media calendar. The communication material included festival announcements, ticketing info and pricing, giveaways and promotions, festival experiences and artist line up details.
PHYSICAL DESIGN
FLAG BANNERS
![Legacy_Flag(Legacy+SoundStream)]](https://rawsparkgroup.com/wp-content/uploads/2023/02/Legacy_FlagLegacySoundStream-57x300.jpg)
DRINKS MENU
LANYARDS & WRISTBANDS
SPONSOR NFT ACTIVATION
Presenting partner SOUNDSTREAM We created a Legacy & SOUNDSTREAM co-branded non-fungible token (NFT) that could be minted during the festival to 200 lucky festival goers on a priority basis. The NFT would grant owners exclusive access to SOUNDSTREAM & Legacy VIP events, after-parties, secret pop up events and discounts to all Legacy tickets and merchandise, as well as SOUNDSTREAM speakers and products. The NFTs also granted access to SOUNDSTREAM’s very own metaverse and discord community, where consumers would be continually engaged with events and discount promotions. The NFT, if not needed, could then be sold at a higher return value to another in exchange for trading the exclusivity.
MUSIC & SCORE
With Rawspark, every campaign, very video and every film deserves its own set of scores and music. Our in-house music and sound design team recreated the Legacy Glowhard 2022 theme track, based on the same motifs from the 2019 edition. The theme tracks were used across the trailers, the festival’s opening, the aftermovie and other visual communication materials.
HOW HARD CAN YOU GLOW
HOW HARD CAN YOU GLOW (REPRISE)
WANT TO WORK WITH US?
NEED CONTENT FOR YOUR BRAND?
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RAWSPARK GROUP
SINGAPORE
- RAWSPARK PTE. LTD.
- 201803683D
- 7 Temasek Boulevard #12-07 Suntec Tower One, Singapore 038987
MALAYSIA
- RAWSPARK SDN. BHD.
- 02201043732 | 1489429-H
- 43-2, Jalan Medan Setia 1, Bukit Damansara, 50490 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia