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GROUNDWATER RISING

GROUNDWATER RISING

GROUNDWATER RISING

GROUNDWATER RISING

GROUNDWATER RISING

GROUNDWATER COUNTRY MUSIC FESTIVAL

GROUNDWATER COUNTRY MUSIC FESTIVAL

GROUNDWATER COUNTRY MUSIC FESTIVAL

GROUNDWATER COUNTRY MUSIC FESTIVAL

GROUNDWATER COUNTRY MUSIC FESTIVAL

With the Broadbeach Country Music Festival approaching its 6th year running, organisers Broadbeach Alliance had seen a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. As the festival was on the rise, it was the perfect time to revisit brand foundations to ensure future success for years to come. 

We were engaged to create a fresh brand identity for the newly named Groundwater Country Music Festival. After initial discovery sessions and concept exploration, it was clear the brand needed to steer away from its original laidback coastal theme. Instead, it needed to be strong, rustic, honest, and to reflect a more modern creative direction, without alienating existing patrons. 

The release of the new brand identity in 2018 was a huge success and has been crucial in Groundwater taking place as Australia's fastest growing country music festival to date. 

With the Broadbeach Country Music Festival approaching its 6th year running, organisers Broadbeach Alliance had seen a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. As the festival was on the rise, it was the perfect time to revisit brand foundations to ensure future success for years to come. 

We were engaged to create a fresh brand identity for the newly named Groundwater Country Music Festival. After initial discovery sessions and concept exploration, it was clear the brand needed to steer away from its original laidback coastal theme. Instead, it needed to be strong, rustic, honest, and to reflect a more modern creative direction, without alienating existing patrons. 

The release of the new brand identity in 2018 was a huge success and has been crucial in Groundwater taking place as Australia's fastest growing country music festival to date. 

With the Broadbeach Country Music Festival approaching its 6th year running, organisers Broadbeach Alliance had seen a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. As the festival was on the rise, it was the perfect time to revisit brand foundations to ensure future success for years to come. 

We were engaged to create a fresh brand identity for the newly named Groundwater Country Music Festival. After initial discovery sessions and concept exploration, it was clear the brand needed to steer away from its original laidback coastal theme. Instead, it needed to be strong, rustic, honest, and to reflect a more modern creative direction, without alienating existing patrons. 

The release of the new brand identity in 2018 was a huge success and has been crucial in Groundwater taking place as Australia's fastest growing country music festival to date. 

With the Broadbeach Country Music Festival approaching its 6th year running, organisers Broadbeach Alliance had seen a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. As the festival was on the rise, it was the perfect time to revisit brand foundations to ensure future success for years to come. 

We were engaged to create a fresh brand identity for the newly named Groundwater Country Music Festival. After initial discovery sessions and concept exploration, it was clear the brand needed to steer away from its original laidback coastal theme. Instead, it needed to be strong, rustic, honest, and to reflect a more modern creative direction, without alienating existing patrons. 

The release of the new brand identity in 2018 was a huge success and has been crucial in Groundwater taking place as Australia's fastest growing country music festival to date. 

With the Broadbeach Country Music Festival approaching its 6th year running, organisers Broadbeach Alliance had seen a huge growth in attendance and found the festival heading in a new direction with a much more diverse audience. As the festival was on the rise, it was the perfect time to revisit brand foundations to ensure future success for years to come. 

We were engaged to create a fresh brand identity for the newly named Groundwater Country Music Festival. After initial discovery sessions and concept exploration, it was clear the brand needed to steer away from its original laidback coastal theme. Instead, it needed to be strong, rustic, honest, and to reflect a more modern creative direction, without alienating existing patrons. 

The release of the new brand identity in 2018 was a huge success and has been crucial in Groundwater taking place as Australia's fastest growing country music festival to date. 

WHAT WE DID

WHAT WE DID

WHAT WE DID

WHAT WE DID

WHAT WE DID

BRAND IDENTITY
LOGO DESIGN
MERCHANDISE

BRAND IDENTITY
LOGO DESIGN
MERCHANDISE

BRAND IDENTITY
LOGO DESIGN
MERCHANDISE

BRAND IDENTITY
LOGO DESIGN
MERCHANDISE

BRAND IDENTITY
LOGO DESIGN
MERCHANDISE

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"We were faced wth the challenge to rebrand our music festival, wanting to build something that was internationally competitive and represented the nostalgia and current ‘cool’ of country music—without seeming dated or bland.

TCC took the brief, fleshed out ideas and returned with an iconic graphic that has stood proudly as the stamp on our successful event. With their style guide and contemporary direction, TCC’s creative approach helped us cement Groundwater as one of the coolest looking country music festivals in Australia."

Mark Duckworth | Festival Director

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