After having a successful 2014 debut after undergoing a total rebrand, the Hey Look Music Festival has proven that they have much more to offer. The brand’s mission is to showcase the best, multi-genre musical talent in South Carolina’s Upstate, as well as promote local merchants, visual artists, and food vendors. Although the minimalistic, typography-driven artwork of the 2014 festival was shown to be successful, the curators decided to take an even more elaborate approach for 2015. Without losing the energy of the brand, the "Meet The Clichés" campaign was born.
The purpose of the campaign was to playfully poke fun of typical-festival goers by featuring a series of five original characters, each representing a different genre of music. The concept was introduced to once again showcase the original experience that the Hey Look Music Festival has to offer.