CASS
BRAND ECOSYSTEM IMPROVING WOMEN'S SAFETY AT FESTIVALS
Festivals can be paradoxically lonely places these days, but the original rave scene was built on community and empathy. CASS is bringing that ethos back - a service hired by festivals that fosters pre-event community building, safety education and designated spaces for women at events.
Bella, 23
According to a 2018 festival study, the presence of friends is the most significant factor influencing participants’ sense of safety. However, intentional community matters. Cass exists to build protective communities of women who uplift and actively look out for each other - attracting newbies and festival veterans alike.
Charlie Lopes, graphic designer and project mentor
The goal was to create a brand personality that feels like a supportive older sister - trustworthy, and fitting in seamlessly with the vibrant joy of house music. The geometric 'safety net' logo represents an interconnected network, paired with a chunky typeface to suggest strength. This confident energy is balanced by the typeface's soft edges, dotted patterns and the contemporary colour palette which brings a touch of feminine energy.
Mentor feedback and user testing was a key part of development - women in the target audience demographic were asked how the branding made them feel, which colours felt safe, and the range of emotions they experience at large-scale events.
CASS' branding is applied across merchandise for trained volunteers. On social media and web, it is paired with daytime landscape images, evoking a sense of serenity. CASS also strives to include women of diverse ethnicity, culture and gender expression in both the visuals and the safety strategies.
Maya, 28
