Lights On The Lawn
Music That Matters
Lights On The Lawn
Monck Custom
PR/Branding Consultants
Branding Identity
The Story
A not-for-profit music festival with proceeds going to survivors of domestic assault, Lights On The Lawn 2019 featured genre-bending star Quinn XCII and a special performance by Justin Jesso. Marketed by For God’s Sake, Forward!
With 3 campuses, 9 total shows, 15,000 fans, and over $533,000 raised for charity, Lights On The Lawn is a pioneer in outreach-focused festivals. However, the Nashville show’s not-for-profit nature certainly means a budget-conscious approach is key.
Under For God’s Sake, Forward!, net revenue growth grew by upwards of 60% YOY.
Marketing & PR efforts had to be coordinated with LOTL 2019 Title Sponsor, Bumble Trading Inc.
The Brand
For God Sake’s, Forward! created all copy for the Lights On The Lawn 2019 show, including the brand hashtag, #MusicThatMatters.
With a focus on the burnt orange colorway seen prominently in merchandising and branding, the Lights On The Lawn 2019 stylistic guide is punchy and bold – just like the festival itself. For God’s Sake, Forward! pioneered a new IMC for LOTL, focusing on activating & managing a regional accounts strategy. Furthermore, an emphasis on higher-quality copy designed to funnel towards clickthroughs was a goal of the project.
