WINTERFOLK XXV REBRANDING PROJECT OVERVIEW
Project Name:
Winterfolk XXV – 25th Anniversary Rebranding & Website Evolution Project
Project Purpose:
Modernize and strengthen Winterfolk while preserving its identity and history, creating a stronger visual presence, attracting new audiences and emerging artists, increasing community engagement, and positioning Winterfolk for future growth and succession.
Primary Goal:
Transform Winterfolk from primarily a yearly festival into a recognizable year-round music community and discovery platform while preserving its roots and legacy.
Current Brand Foundation:
Brand Words:
• Discovery
• Community
• Generations
• Authentic
• Inspiring
Primary Tagline:
Connecting Generations Through Music
Positioning Statement:
Winterfolk brings together emerging and established artists through authentic musical experiences that build community and connect generations.
Current Design Direction:
• Keep existing snowflake + guitar identity
• Modernize rather than replace
• Preserve recognizability
• Emphasize warmth inside a winter atmosphere
• Highlight community and emerging voices
• Use annual themes for future flexibility
XXV Anniversary Direction:
For 2027:
WINTERFOLK XXV
25TH YEAR
Toronto • Canada
February 11–14, 2027
25TH YEAR is a temporary milestone element and can be removed in future years.
Website Objectives:
• Improve visual appeal
• Increase ticket sales
• Increase discovery of artists
• Increase younger audience engagement
• Improve community participation
• Increase sponsorship opportunities
• Support emerging artists
• Highlight Winterfolk history and legacy
• Improve mobile experience
• Increase year-round engagement
Website Platform:
WordPress + Divi Theme
Important Website Design Notes:
• Top navigation handled by Divi theme
• Top logo/menu not embedded into page mockups
• Focus on page-body design only
• Mobile-first thinking
• Use reusable Divi modules
Visual Direction:
Primary colours:
• Winterfolk Blue
• Ice Blue
• Deep Winter Navy
• Anniversary Orange/Gold
• Frost White
Visual feeling:
Warm music + human connection inside a winter atmosphere
Photography style:
• audience reactions
• musicians together
• emerging + veteran artists
• backstage moments
• authentic human emotion
Current Estimated Completion:
Brand Identity: 95%
Logo / Asset Package: 75%
Website Planning: 20%
Website Build: 5%
Content Creation: 10%
Social Branding: 20%
Overall Project Progress:
Approximately 35% complete
Next Immediate Priority:
Finalize website structure and Divi homepage wireframe.
Winterfolk XXV Rebranding Project Tracker
| Done | Area | Task | Status | Notes |
|---|---|---|---|---|
| Brand Strategy | Approve five brand words: Discovery, Community, Generations, Authentic, Inspiring | Complete | ||
| Brand Strategy | Approve tagline: Connecting Generations Through Music | Complete | ||
| Brand Strategy | Create updated mission statement | Not Started | ||
| Logo | Retain snowflake-as-guitar-body concept | Complete | ||
| Logo | Create XXV / 25th Year concept | Complete | ||
| Logo | Create final SVG master logo | Not Started | ||
| Logo | Create dark, light, monochrome, icon, favicon versions | Not Started | ||
| Colours | Lock final colour palette and HEX codes | In Progress | ||
| Fonts | Finalize web fonts and heading/body styles | In Progress | ||
| Website | Create Divi homepage wireframe | In Progress | ||
| Website | Build hero section | Not Started | ||
| Website | Build Discover New Voices section | Not Started | ||
| Website | Build Generations / Community sections | Not Started | ||
| Website | Build 25 Years timeline | Not Started | ||
| Content | Rewrite About / Mission / History pages | Not Started | ||
| Content | Create sponsor, volunteer, artist application pages | Not Started | ||
| Social Media | Create final FB event, FB group, Instagram, profile assets | In Progress | ||
| Promotion | Create launch announcement, press release, sponsor package | Not Started |
Overall Estimate at This Time
| Area | Estimated Completion | Notes |
|---|---|---|
| Brand Identity | 95% | |
| Logo / Assets | 75% | |
| Website Planning | 20% | |
| Website Build | 5% | |
| Content Writing | 10% | |
| Social Media | 20% | |
| Overall Project | 35% |