Maha Music Festival

Identity for a nonprofit event organized and run by a group of passionate and dedicated volunteers. The festival features local, regional, and national indie and alternative rock artists, and it serves as a community-building event.

Brief

Maha’s goal was to become a must-attend annual event, not just a lineup of bands. Founded and run by people deeply rooted in Omaha, the music festival adds a healthy dose of independent music and arts to the city’s robust cultural mix. They needed to build a reputation and an image that transcends the performers. To achieve this, they knew they needed an exciting and appropriate new identity.

  • Logo / Identity
  • Branding
  • Signage
  • Posters
  • Event promotion
  • Wayfinding

 

Process

Maha Music Festival is about a pride of place. The Maha were the most powerful Native American tribe of the Great Plains – a people whose name inspired our city’s, and then the festival’s.

We looked to evoke the lore of the Maha while also capturing the festival’s key elements: pride, place, and independence. We found the perfect solution in the great Maha Chief Blackbird. Oxide developed a modern symbol for the chief that hints at the visual style of the Plains Indians, but is still pure rock n’ roll.

As we expanded on the identity, we wanted to capture the feel of the festival by implementing the bold, gritty visual style that so perfectly represents rock music. Black-and-white grainy photography, vintage Omaha maps, and rough textures create the building blocks for all collateral pieces. Oxide partnered with Maha on a three-year plan for promoting the festival, which used the foundation we built, combined with a unique color for each year.

Results

With the new branding Oxide created in 2012, attendance at Maha more than doubled over the three years we partnered with them, from 3,100 before the branding to over 7,000 in 2014.

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Maha Music Festival identity

Oxide recently had the honor of being selected to rebrand the Maha Music Festival, a nonprofit event organized and run by a group of passionate and dedicated volunteers. The event features local, regional and national indie and alternative rock artists. The festival functions first and foremost as a non-profit community-building event. Maha’s goal was to transform into something that people viewed as a must-attend annual event, not just a lineup of bands. To achieve this, they knew they needed an…