When your brand doesn't stand out, but enchants
Hey brand makers,
I saw the aftermovie in 2012.
Goosebumps level 3000.
And although I waited ten years - I was there for the first time in 2022. Even alone, but that's worth another story.
Again this year. Both weekends. TML #6 & #7 for me.
Why?
Because Tomorrowland is not a festival.
It's a brand that burns itself into your heart.
A universe that does everything right that other brand identities only write on foil.
Branding does not mean "design" - it means a consistent experience.
The packaging for the ticket?
This year, not an engraved box with a key - but an art book with mystical typography, gold elements and embossing. A crystal that reveals itself when opened. The design is inspired by an icy world, with frosty textures and glowing red crystals running through the entire brand design. Even the official festival bracelets reflect this theme, with deep red and gold colors, geometric patterns and an elegant, metallic clasp.
A collector's item. For one ticket.
Of course, we made the reveal video - you can find it here 😉
And that's just the beginning.
Branding at Tomorrowland? That means: EVERYTHING is well thought out.
🧼 Bin with design
Even the damn garbage is branded here. No festival grubby look, but a consistently magical aesthetic.
🌞 Free sun cream stations
Brand experience is when you feel cared for - without someone pushy selling.
🔥 Stage? 2024 - LIFE: More like the Goosebumps Temple.
Last year, everything was themed LIFE. And sorry, but what they did with the stage was completely sick.
A huge flower in the middle. Vines, plants that seemed to grow out of the ground. Everything seemed to be from another universe - but in such a way that you think: "Maybe I'm in this universe right now?"
The stage was not a steel construction - it was a character. A living thing. Not to mention that everything shines, moves, has layers like a damn movie. It was more Storyworld than Stage. And you can feel that.
LIFE wasn't just a theme. It was the feeling that permeated - in the music, in the design, in the people. You weren't just at a festival. You were really part of it.
🌬️ Soap bubbles filled with mist
Come from the stage, float magically through the air and burst in small clouds of mist. Pure goosebumps. No marketing slogan, no giveaway - just a moment.
💌 Mailings & content
No "Reminder: Ticket info", but "The Key to Happiness awaits".
Even transactional emails are staged like invitations to another world.
And now you:
What happens when people experience your brand from the outside?
Is there magic? Or just good intentions?
What you can learn from Tomorrowland (even if you don't have 150,000 visitors):
Branding doesn't stop at the logo. It only starts there.
✅ Every touchpoint is a mini-moment for emotion - if you design it.
✅ Consistency is not a corset - it's the reason why people feel it.
✅ Magic happens when everything fits together: Tonality, imagery, packaging, communication - and yes, even the garbage.
Conclusion:
Tomorrowland shows what is possible when you don't just want reach - but create a real brand experience.
The festival does not sell tickets.
It sells belonging. Hope.
Stories for eternity.
And that's exactly what brands can learn:
If you don't just communicate, but touch - your brand management becomes unforgettable. Then you not only create sales, but real fans of your brand.
See you next week - stay clear, stay brave, stay magic.
Chantalle
