GROUNDWATER COUNTRY MUSIC FESTIVAL

With the Broadbeach country music festival approaching its 6th year running, the organisers saw a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. Broadbeach Alliance, felt that this was the perfect time to re-brand the festival with a new name and direction. That was when Tillman Creative Co was engaged to create a brand identity for the new Groundwater Country Music Festival.

After initial discovery and concepts the brand direction was steered away from a laidback coastal theme. Instead, Groundwater was to be strong, rustic and honest. It needed to reflect the more modern direction the festival was taking whilst not alienating their existing patrons.

We developed a custom hand-drawn serif typeface which gave the logo type a weathered appearance. The bold flourishes at the beginning and end of the word gave it some fluidity and the arched underline is depicting the ground water rising up.

The first Groundwater festival in 2018 was a huge success and saw them become Australia’s fastest growing country music festival.

BRAND IDENTITY

MERCHANDISE

"Groundwater is to be strong, rustic and honest."