Objective

Starbucks, KEXP and Friends of the Waterfront Seattle are hosting a family friendly benefit concert at Myrtle Edwards Park on September 14, 2019, featuring Best Coast and The Courtneys. We expect to sell ~1,500 tickets.

Ticket proceeds will go to non-profit organizations focused on family services for the homeless, Mary’s Place and Well Spring Family Services. Projected donation from tickets sales are $23k, plus beer garden proceeds.

Key Message

Join Starbucks and KEXP for a concert in the park featuring great music benefitting local unsheltered families.

Solution

The SEAchanger name references the seaside location of the concert with a nod to creating lasting change for those in need in Seattle. The visual direction includes an illustrated cityscape that incorporates the shapes of musical instruments, and bold typography and playful color combinations. Deliverables for this special concert were seen in local stores, billboards around the city, online and in social media, as well as the concert stage and wayfinding signage.