How do you carve out the identity of a festival yet to exist? We worked with Heartland festival on expressing the heart and soul of the ambitious new festival offering an acclaimed international lineup of musicians, artists, chefs and speakers.

Heartland Festival is a weekend experience of music, art, talks and food, located in the stunning surroundings of Egeskov Castle and Gardens in Denmark. The castle’s fairy-tale renaissance garden serves as an idyllic oasis – recently touted by CNN and Condé Nast Traveller as among the most beautiful places in the world. The ambitious festival offers a line-up of acclaimed musicians, artists, chefs and speakers in a setting second to none. But how does a brand-new festival stand out in an increasingly competitive festival market? And how do you communicate effectively to a diverse target group spanning music lovers, art critics, intellectuals and foodies?

The visual identity was designed to match the summer vibe and ambitious programme. We wanted to express the beautiful contrast between contemporary music and art and the historic atmosphere of the surroundings. 

– Benjamin Wernery, Urgent.Agency

The audience has become more discerning and want something meaningful. When we buy experiences or go out today, we have become more aware of how we use our time and resources. We allow ourselves to have high ambitions on our audience’s behalf. That, I think, is the future.

– Rasmus Quistgaard, Program Director for talks, Heartland Festival

Danish music, art and culture festivals draw thousands of visitors each summer – and every year new ones seem to pop up. In an extremely competitive market with many festivals competing for the same audience in the (short) Danish summer, standing out is essential for creating a sustainable identity.

Heartland Festival is a weekend experience of music, art, talks and food, located in the stunning surroundings of Egeskov Castle and Gardens in Denmark. The castle’s fairy-tale renaissance garden serves as an idyllic oasis – recently touted by CNN and Condé Nast Traveller as among the most beautiful places in the world. The ambitious festival offers a line-up of acclaimed musicians, artists, chefs and speakers in a setting second to none. But how does a brand-new festival stand out in an increasingly competitive festival market? And how do you communicate effectively to a diverse target group spanning music lovers, art critics, intellectuals and foodies?

The audience has become more discerning and want something meaningful. When we buy experiences or go out today, we have become more aware of how we use our time and resources. We allow ourselves to have high ambitions on our audience’s behalf. That, I think, is the future.

– Rasmus Quistgaard, Program Director for talks, Heartland Festival