We looked at how we could raise the profile of 2000trees without losing sight of the relatable qualities that had inspired fierce loyalty in its followers.
Typically, the festival attracts around 15,000 people. This number is small by industry standards but it has enabled 2000trees to form a tight bond with its fans. This sense of community and shared purpose drove our brand strategy.
We looked at the vernacular and how the fans referred to the festival simply as Trees.
Therefore, it made sense to shorten the brand name and use this abbreviated name in the new branding.
This allowed the brand to demonstrate, immediately and impactfully, its recognition of its followers’ contribution to its success and, ultimately, its identity.