Building a Brand Identity Entirely from Scratch

Video Sections (total time: 15 minutes)

Branding in a New Market: Warrior Dash
3m 18s
Branding in a Crowded Market: Firefly Music Festival
1m 24s
Creating the Big Barrel Festival Brand Identity
9m 55s

Building a Brand Identity Entirely from Scratch

Terry McMahon, Creative Director at Red Frog Events

Red Frog launched four new brands in 2014 alone (it’s worth mentioning that one is called The Great American Bacon Festival)—so it’s safe to say they know what they’re doing

In this class, Terry McMahon explains what goes into creating a brand identity at Red Frog—and how they keep brands fresh as the market, audience, and events themselves evolve.

He walks through the difference between building a brand in a new market and a competitive one, before going step by step through the team’s process to create a brand identity for Big Barrel Music Festival.

15 min watch · Design

About Red Frog Events

The Chicago-based creators of Warrior Dash and Firefly Festival work really hard to bring the fun. They're also dedicated to giving back—committing $25 million to a partnership with St. Jude Children’s Research Hospital, and supporting a handful of other organizations globally. Want to join them? Check out open positions here.

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