- Illustration
- Strategy
- Style Guide
The Woodstock Music & Art Fair took place on a dairy farm in Bethel, NY towards the tail end of the 60’s. But after almost 50 years, the cultural icon of a brand felt like it was time for a refresh that was starting to feel dated to fans and festival goers.
Thanks to the Clever team for all their hard work and dedication to this project; we now have a new Woodstock guide that addresses all our branding needs.
Francesca Pascolini
Epic Rights
Peace, Love, And A Maverick Spirit
In 1969, three guys brought 500K people together for 32 acts in three days on six acres of land in upstate New York, and they did it with zero social media—I know! Clever was tasked with leveraging the maverick spirit and authenticity of the original music festival in a visually-driven licensing style guide that offered a fresh take on fashion for today’s modern festival goer.
Harmony In Style
Evolving the brand while connecting consumers, we took design cues of the past and imbued them with today’s cultural relevance. Through a strong visual palette, original hand-drawn illustration, and street-style inspired looks, the licensing style guide provided Woodstock with a new place in the current festival wear market, while staying true to its flower child roots.
The magnitude of what Woodstock was and has come to mean in popular culture was never lost on us, infact, it fueled us.
We crafted a visual narrative that honors the heritage of rock ‘n roll style while seamlessly weaving in references from pop-culture, all to meet modern consumers where they are today.