Rockaway
Brand Refresh
Challenge
Since 2014, we’ve worked with Rockaway Beach to craft and evolve a brand that captures the energy and spirit of their unique music festival. For their 10th anniversary, the challenge was to refresh their identity, ensuring it remains as iconic as the festival’s unforgettable lineups.
Approach
We started by reflecting on Rockaway Beach’s journey – a festival synonymous with discovery, individuality, and community. The 10th-anniversary identity had to encapsulate these values while standing out as a milestone moment. Collaborating closely with the Rockaway Beach team, we developed a vibrant design system that pairs their established DNA with fresh, contemporary elements.
The refreshed logo marks a balance between legacy and reinvention, complemented by a striking new colour palette. From bold reds and bright aquas to a fresh citrus tone, the palette injects vibrancy while staying true to the festival’s ethos. Typography updates, including DM Sans Bold, add modernity and clarity, particularly across digital applications.
Messaging plays a key role: “10 years of iconic lineups, late-night parties, DJ sets, and mosh pits” reminds audiences of the festival’s legacy while inviting them to create new memories.
Discipline
Branding
Activation
Back to work page
Results
The refreshed identity debuted in a campaign celebrating Rockaway Beach’s 10th anniversary, amplifying their legacy and propelling excitement for future editions. The revitalised visuals, paired with branding across merchandise, social media, and on-site applications, have reinvigorated the festival’s appeal.
As Rockaway Beach prepares for the next decade, the refreshed brand ensures they remain a cultural force - ready to inspire, engage, and bring music lovers together for years to come.