Branding MAMMOTH –
Big, Bold, and Built to Last

The MAMMOTH Music & Arts Festival needed a brand identity as dynamic as the event itself—one that evolves each year while maintaining a recognizable core. Rather than reinventing the look annually, we developed a modular design system that allows for fresh themes through adaptable elements like color, illustration, and motion, ensuring continuity while keeping the festival visually engaging. This flexible identity extends across signage, merchandise, and digital platforms, creating a seamless experience that strengthens Newport’s reputation as a premier entertainment destination. The festival’s branding amplifies its cultural impact and drives engagement with local businesses and the broader community, reinforcing Newport as a hub for music, art, and connection.

Brainstorming Mood Boards

At The Think Shop, we dive deep into research, exploring industry trends and Newport’s entertainment scene to shape the MAMMOTH Music & Arts Festival brand. Through brainstorming and collaboration, we developed a mood board that refined the festival’s visual direction—aligning inspiration, illustration styles, and design elements to create a bold, cohesive identity built to evolve.

Logo Creation

The MAMMOTH Music & Arts Festival needed a logo as bold and unforgettable as its namesake. The Think Shop team explored designs that captured the power, presence, and energy of a mammoth—focusing on strong shapes, dynamic typography, and a sense of movement. Our process balanced modern festival aesthetics with timeless impact, ensuring the logo could adapt across digital, print, and environmental branding. The result? A striking identity that stands tall, commands attention, and sets the stage for an evolving brand experience.

mammoth process 2

Color Selection

Color Selection – Bold & High-Energy

The MAMMOTH Music & Arts Festival palette is designed for impact. Deep indigo grounds the brand, while hot pink ignites energy and passion. Vibrant yellow adds warmth and creativity, and bright sky blue brings a refreshing balance. Together, these colors create a vibrant, dynamic identity that stands out and fuels the festival experience.

Typeface Selection

Modern Strength Meets Character

Azo Sans and Poleno were the chosen fonts to strike the perfect balance between bold modernity and artistic expression. Azo Sans, with its clean, geometric structure, reinforces the festival’s contemporary, high-energy feel—ensuring clarity and impact across digital and print applications. Complementing it, Poleno adds personality with its distinctive, slightly rugged character, reflecting the raw power and artistic spirit of both the festival and its mammoth namesake. Together, these typefaces create a brand identity that is strong, adaptable, and built to evolve year after year.

Expansion Graphic/Graphic Elements

By utilizing expressive, dynamic shape, the brand gained an additional wow factor as well as a conversational aspect that represents the bold music and community-focused themes of this festival.

Texture

Looking to enrich the brand and expand it visual identity, we incorporated hair-like textures that nod to its namesake’s bold presence, while rough, gritty textures add depth and raw energy—capturing the festival’s dynamic and immersive spirit.

Applications

Web & Social

A Powerhouse Partnership

For the Mammoth Music Festival, we partnered with Powerhouse Factories, a design studio known for its bold branding work with bands. They brought their signature style to the festival, creating a stunning poster that amplified the event’s voice. Their work not only captured the spirit of the festival but also gave fans a tangible piece of the experience to take home.

It was a collaboration built on a shared passion for music and design, and we can’t wait to do it again.

New Riff, Same Spirit

As our Bourbon Experience Sponsor, New Riff Distilling brought their craft and creativity to Mammoth in a big way. Together, we collaborated on exclusive merchandise and a special single barrel bourbon dedicated to the festival—giving attendees a true taste of Kentucky’s rich distilling tradition.