From 2008 to 2015, I oversaw the development of the Boardmasters festival brand—a unique UK festival combining an elite surf competition with a clifftop music festival.
My role encompassed all creative aspects of the event, from brand identity and promotional materials (including poster design, social content, and PR stunts) to the curation of the festival itself, including stage design and merchandise.
By harnessing the unique cultural blend of surf and music, we grew the festival from 12,000 to 55,000 ticket buyers, establishing it as a household name across the country.
The festival lineup featured top-tier acts like Ed Sheeran, Snoop Dogg, The Prodigy, Stormzy, Groove Armada, The Chemical Brothers, Bastille, Faithless, and Calvin Harris.
“Boardmasters in Cornwall has long been a draw for surfers. Now it is fast becoming one of the UK’s most enticing summer music festivals as well.”
– THE FINANCIAL TIMES
A key milestone each year was the creation of the festival's key art. This artwork needed to be refreshed annually to give each event its own identity while always aligning with the master brand. Once established, yearly artwork rolled it out across numerous touch points, including the festival website, social channels, print, digital and OOH advertising, EDMs, and festival wristbands.
I led the creation of the 'Boardmasters B,' which allowed us to express the brand creatively across various physical and digital touchpoints.
I was privileged to play a major role in the design and decoration of the site, including the creative and design direction for all seven stages.
I also led the creation of a volunteer program, inviting the public to spend a week on-site before the festival. Volunteers earned a free ticket while becoming part of the exclusive 'Team Theme'. Over time, we expanded the program size whilst making it more selective, working with specialist carpenters, costume designers, builders, artists, and even a few advertising creatives. Managing this team taught me invaluable leadership and management skills.
