BACKGROUND
Marymoor Live Concerts hosts an annual summer concert series in the 640-acre Marymoor Park. It is outdoors set in a beautiful park surrounded by trees, seats 5,000 people, and hosts a variety of food trucks. The concerts run from May to September and feature contemporary music. In past years some of the bands included Bikini Kill, Ween, Barenaked Ladies, Fleet Foxes, Angel Olsen, The Decemberists, My Morning Jacket, Phoebe Bridgers, and Leon Bridges. The concerts are all-ages shows and family-friendly events.
HISTORY
Marymoor Park is located on the north end of Lake Sammamish in Redmond, WA. The concert series began in 2013, when Marymoor Park partnered with AEG Live, one of the largest concert promoters in the world based out of LA and dedicated to producing live contemporary music performances. Marymoor Park is King County’s largest and oldest park and is a 15-minute drive from Seattle. The partnership with concert promoters has helped support and sustain King County Parks.
In 2022, the Marymoor Park Summer Concert Series partnered with Cascade Music Collective and was renamed Marymoor Live. CMC is a collective of music promoters and producers that book live events in the Pacific Northwest. Their mission is to prioritize the concertgoer and create a more inclusive and accessible concert experience. They also plan to emphasize the beauty of the park’s nature to provide the best outdoor experience.
AUDIENCE
The audience for Marymoor Live tends to be Millennials and Gen Xers. Since attendees often have families, they enjoy the all-ages atmosphere. They believe that Marymoor is a unique opportunity to see their favorite performers in an intimate and distinctly PNW outdoor space.
WHY REBRAND?
Marymoor Live is currently undergoing a rebrand and this research was based on their preexisting presence prior. Based on their websites and social media at the time, their identity has many different faces and it’s difficult to locate where their current brand lies and understand what they do. There are many websites tied to different years, there is very little photography from past events, and there are multiple social media accounts with no documentation of previous years.
SOLUTION
To solve this problem, my classmates and I developed three brand character traits that are associated with attending Marymoor Live events, as well as its mission, positioning, and promise statements that represent the brand as well.
Mission Statement: Marymoor Live hosts outdoor entertainment in a beautiful park setting.
Character Traits: Casual, Idyllic, Family-friendly
Positioning Statement: For concertgoers, Marymoor Live is a summer outdoor venue that offers contemporary music in a casual and inclusive setting. Marymoor Live is chosen because it is an intimate yet expansive outdoor experience that offers tickets at an affordable price point.
Promise Statement: We believe in creating a sense of community through cultural experiences. That’s why we book the best bands while keeping our ticket prices affordable. We provide a large stage in a beautiful outdoor space with room for blankets, chairs, and dancing. Marymoor Live invites quality food trucks to share their craft brews, fine wines, and tasty snacks. We welcome you and your friends and family to an intimate and memorable summer evening at the Marymoor.
TONAL TERRITORIES
From there, I developed three distinct moodboards that explore these tonal territories and defined the shared qualities within each moodboard. These territories determined the development of my concept in the next phase.
CASUAL
Line: soft, organic, round, swoopy, hand drawn
Type: hand illustrations
Photos: happy, outdoors, summery, warm, playful, relaxed
Color: warm, soft, pinks, yellows, bright green.
Background: foliage, nature
IDYLLIC
Line: organic, soft, thin lines, broad color fields
Type: type on a path, bugs/stamps/emblems
Photos: aspirational, capturing a memory, outdoors, adventure
Color: nostalgic, trendy
Background: outdoors, nature, golden hour
FAMILY-FRIENDLY
Line: diagonal lines, playful, shapes, soft geometry
Type: san serif, all caps, modern
Photos: diverse representation of people, all-ages, colorful
Color: bright, triad, or split-complimentary scheme
Background: informal, informative and contextual, lively
CONCEPT
“Summer Playlist” is a casual, outdoorsy, fun visual identity to represent the variety of musical acts that come to Marymoor Live throughout the season. The illustrations capture the experience of lying in the grass and listening to music surrounded by trees. The color palette references the warm, summer evenings. Together the playfulness of the elements displays the diverse spectrum of music genres that light up the stage, as well as the casual tone of attending one of these special PNW concerts.
LOGO
Marymoor Live’s logo brings together the essence of its mission: bringing music into the beautiful outdoors. At the heart of this emblem are two musical notes that are tied together by a leaf as its bracket. Soft letterforms encompass the logomark, with a combination of an uppercase typeface and lowercase hand-lettering that provide a balanced contrast. The logo is enclosed by a hand-drawn circle, which completes the tone of being welcoming, approachable, and casual. As an alternative, the logo can collapse down and be used as its logomark.
PRIMARY LOGO
LOGO REVERSED
SECONDARY LOGO
LOGO SKETCHES & ITERATION
REFLECTION
This rebrand was successful because there is now a strong sense of consistency through the use of a casual tone, illustrations, and color so the audience will be able to easily identify Marymoor Live. There are a lot of assets available to build lots of customer touchpoints so that Marymoor Live can easily expand, reach more people, and grow as a business. It’s also fun to look at which matches the excitement of going to one of their shows.