Challenge

The doers, dreamers, and artists that created the spectacularly elevated musical experiences that defined the spirit of Burning Man were looking to expand beyond the confines of these one-off transcendent affairs. They wanted to give back to the community by jump starting new types of events (Fare Forward) by uplifting multidisciplinary artists in all genres while donating to causes (Robot Heart Foundation) that are near and dear to them.

Solution

To go beyond the playa, Robot Heart needed a persona that could embody three separate but intertwined pieces of their new identity. The mystical experience of connection to something greater than ourselves led us to the Wizard archetype. Whether it was elevating the idea of what a music and dance experience could be, pushing the boundaries of artistry, or transforming communities through charitable giving, it was clear that the team at Robot Heart was making magic. Practically all this meant providing different but cohesive launch assets that would tie Robot Heart, Fare Forward, and the Robot Heart Foundation back to one core brand identity. Our task was to create OOH (Out of Home) assets, social media, and digital assets that would inspire awe, and carry on the incredible Robot Heart name while forging a new path that embodied their expanded mission.