Our Brief

The Cambridge Club is a feel-good festival of Disco & Discovery for all ages, that takes place annually in Cambridge. Before the launch of The Cambridge Club 2022, the festival wanted to elevate its look and feel as the festival gained more popularity and success. This led Cambridge Club to task Influence Digital with a full rebrand.

The 2022 line-up was jam-packed with legendary artists, including Diana Ross, Nile Rodgers & CHIC, The Jacksons and many more! With such a star-studded line-up, we wanted to ensure the new, creative branding reflected not only the fantastic musical acts but also the sense of community, fun & feel-good energy The Cambridge Club has been known to provide.

Our Response

We started our rebranding process with a creative strategy session. In the session, we discovered that focusing on the festival’s music resonated much more with our target audience than focusing on the city of Cambridge and its history in science and technology. We also wanted to move away from an explicit and detailed illustrative route as it was limiting in the creative application and in presenting an image of the festival.

Based on these insights, we decided to give the festival a rebrand that guaranteed a premium but playful feel and gave us many options when creating individual social assets. We aimed to leave room for imagination; Rather than illustrating the wonders of the festival, we wanted to leave subtle hints and allow the audience to form their own ideas.

To achieve this, we focused on the following creative elements:

Icons: The recognisable abstract shapes we landed on were designed to be indicative of Cambridge and the festival’s playful disco vibe. The shapes were designed to work across many applications, from large OOH billboards to paid social assets. By simplifying the festival’s look and feel, we enabled its true magic to shine through.

Photography and video: From Cambridge Club 2021, we had a lot of beautiful imagery we wanted to highlight on the feed. We discovered a font that sat perfectly on top of the videos and photos, allowing us to take full advantage of all the fantastic footage from the previous festival while relaying information to the audience.

Tone of voice and messaging: We aimed to tap into the feelings of freedom and fun in our messaging and have the tone of voice reflect the festival’s appeal. To do this, we developed a word cloud of exciting words that catered towards the states we wanted to tap into.