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.
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.