Repercussion is a brand new festival by The Warehouse Project, Boiler Room and Keep It Unreal.
Repercussion was launched on May 6th as part of The Warehouse Project 2021 season at Depot Mayfield in Manchester. Tickets went on sale alongside five other WHP events – selling out in less than 48 hours.
In this edition of The Blueprint, the focus is on the branding of The Warehouse Project and Repercussion. It is no longer about the logo and the event flyer. There a lot more than that to get your audience’s attention.
Remember the blueprint to success is right in front of you, you just have to look in the right places.
Repercussion – What is it?
Repercussion is a brand new day and night festival in Manchester, taking place across five stages in and around Depot Mayfield as part of WHP21 on Saturday 18th September 2021.
Repercussion – Who’s involved?
“Celebrating the return to the dance floor with Boiler Room, Keep it Unreal, Ninja Tune, Worldwide FM, The FACE, MasterSounds and Escape To Freight Island.”
Repercussion – The Branding
Repercussion has three different logos.
1. The first is the word Repercussion.
The font is bold and clean, allowing the word to easily translate across multiple different assets in both black and white.
2. The second logo is outstanding.
This logo is cymbal/symbol design. A cymbal is a percussion instrument. The target audience of Repercussion is underground music fans. This logo reaches the target audience perfectly.
The blurred out word creates a spinning motion, creating a CD/vinyl look. The central circle acts as the spindle on the turntable or the hole in the middle of a CD. This logo is the profile picture on Instagram and used on assets on feed and in Stories.
There is also a video where the logo spins.
3. The third logo is four different colour R’s layered on top of each other.
This fits perfectly in the top left of several assets. The consistency here is outstanding.
The Line Up
Look at all those names.
What I want to focus on here is how the 1080 x 1080 pixel square and the 1350 x 1080 pixel Instagram Story differ.
1080 x 1080 – Square
The first thing I want to pick up on is how the two Repercussion logos sit next to each other in the top left. They sit next to each other perfectly alongside the text in the right-hand corner. It is all about font sizes and alignment.
The next thing to notice is how all of the artists names are in the same size font. DJ Shadow and Floating Points are the headliners but there are no flashy logos, labels in brackets or ugly press pictures on any of The Warehouse Project’s lineups. Everything is consistent, aligned and easy to read for the customer.
At the bottom, there are the five-stage splits. How clean and easy to understand is that?
1350 x 1080 – Story
The one detail missing from the square is the date and the venue. This is added on the Story version in white so it stands out.
You will notice the artist names are much bolder on this asset. Story assets take up the whole screen and only last for 15 seconds max. You need to get and keep your audience’s attention quickly in this format.
On this asset, WHP swap the stage splits for the logos of their partners. The stage splits could be added to Stories as individual assets.
Repercussion is an indoor and outdoor festival split across six different spaces. The Warehouse Project created a site map and dedicated a post to each of the spaces of the festival:
DEPOT — Manchester’s colossal former railway hub, built-in 1910 and now transformed to house the Repercussion main stage.
CONCOURSE — A huge line-up of some of our favourite DJs run day & night in here.
Laurent Garnier is set to play a 3hr late-night closing set in here as the other rooms shut down.
ARCHIVE – We’ll see you under the arches to celebrate our return to the dancefloor. It kicks off in here early afternoon with a very special live performance.
TEMPERANCE STREET – An outdoor street party hosted by Mr Scruff legendary Keep It Unreal.
STAR & GARTER – For one day only, Repercussion takes over a prized piece of Manchester history. Expect a high fidelity audio install from Manchester’s own @mastersounds alongside all vinyl selectors on hand to provide the soundtrack.
REPERCUSSION RECORDS — Welcoming a selection of distributors & labels from across the globe.
Rush Hour. Eastern Bloc. Brownswood Recordings. Sprechen & Friends Records. Ransom Note Records & Klasse. Be With Records. Wilderness Records. Kickin Pidgeon. Heavy Crates. All Ears. Talking Drums.
Everything you see on Instagram is translated onto a beautiful one-page website.
This is outstanding.
Design: Paul Hemmingfield
Thanks for reading. Hopefully, this will give you some inspiration for your branding.
See you next week.
Andrew at Socially Sound 🔊
Thanks for reading. If you’d enjoyed the story, I’d appreciate it if you joined the email list. I share a new case study, like this one, each week.
Read previous editions of The Blueprint below:
#014: The Warehouse Project launch – Part 1
#013: Market your radio show like Charlie Tee
#012: Launch your event like FUSE
#011: Create engaging studio content like Fabe
#010: Create personal content like Sorley