Case Study: Bethel Woods Branding
The Challenge
The Gerry Foundation came to Bear Brook to develop the name and brand identity for the site of the historic 1969 Woodstock Festival in Bethel, NY. They had just begun development of a world-class performing arts center that would eventually be home to indoor and outdoor music venues, a museum, and conference center.
The Solution
The historical importance of the site, combined with significant legal issues, required that Bear Brook undertake an extensive discovery and filtering process, exploring hundreds of names. The final name was chosen for its root derivatives that referenced the site’s history and location. Once a name was chosen, a brand identity was developed that reflected the site’s importance. Sub-brand identities were also developed along with an extensive brand standards guide for ease of implementation.
The Results
Bethel Woods has grown from an idea and open field of land into a world-class performing arts center that includes an internationally renowned museum. The strong brand identity is encountered by audiences at all points of contact and is widely recognized for its beauty and effectiveness.
