With their ten-year anniversary approaching, Hideout tasked TYC to rebrand their identity to start the new decade with a bang. TYC won the brand rollout of this sell-out festival to create a vibrant brand identity that reflected perfectly the youthful euphoria of the event and ultimate escape for Electronic music lovers.
The team did a brilliant job at capturing the essence of Hideout, the music and the history, whilst still pushing the brand forward and making it feel new and fresh.
With our expertise in Gen Z consumer engagement and experience-led spaces,
our challenge was to realign the generic festival look-and-feel to act more culturally relevant, be more trending and Gen Z-led, but still not lose any loyal customers along the way.
The new brand took cues from 90s street culture with grunge inspired sticker packs, vibrant rave themed fluro colourways and used emotive Instagrammable art direction to appeal to the audience. The new USP incorporated more than music by adding the Croatian culture, food and fashion, jetsetting summer lifestyle and ultimate party experience into the mix.
After doing a full rebrand including logo and sticker sets, mobile-first website, Instagram templates, merch, wayfinding and print concepts – TYC went one step further for the client creating an evolving brand system to build on their solid reputation of the ‘X’ logo mark. The mark will refreshing each year to authentically reflect contemporary culture of modern youth and remain fresh and trending. We gave five years of guidance on what this might look like for good measure.