Building an award-winning Americana brand
BRAND MANAGEMENT / CREATIVE DIRECTION / COMMS PLAN / CONTENT.
Working as the brand manager for Black Deer Festival, I helped to build the brand from scratch.
The goal was to build a distinctive brand that felt true and spoke to the music fans.
Within two years, Black Deer had cultivated a passionate community of fans along with outstanding industry recognition and a cabinet filled with awards.
Setting the Marketing Strategy and Managing the Identity.
I created the marketing strategy and then led and managed the annual campaigns, working closely with agency partners.
I was also responsible for creating and managing the content for all channels (paid and owned). And anything I couldn't create myself, I then had freelancers to manage - particularly during the event itself, where I was responsible for all official festival photographers and videographers.
My other main responsibility, was managing and developing the distinctive brand assets. And by being the brand guardian, I ensured the Black Deer brand was portrayed correctly by any partners when out there in media.
You name it, I had a brand hand in it.
It really was all here on this one.
Meticulous brand management, considered creative direction, and carefully created content.
I loved crafting and sharing the Americana stories of Black Deer across digital platforms, in newsletters, through advertising campaigns, podcasts, and media collaborations and partnerships.
Proud of the role I played
I’m proud of the role I played in showcasing and helping to further grow the rich Americana culture here in the UK and beyond - which Black Deer has now become such a crucial part of.
My hope is that the legacy I helped to build lives on in the authentic way it was envisioned.
