.jpg)
Priory Live Music Festival
Led the visual identity and organic social strategy for Priory Live, a 2,000-capacity independent music festival in South East London.
I repositioned the festival’s creative direction, built a scalable social content system and introduced a broader mix of artist-led, humorous and community-focused content to increase audience engagement and support ticket sales.
The festival went on to sell 90% of available tickets
Creative Direction Brand Identity & Social Media Strategy
of tickets sold for 2000 capacity festival
90%
Instagram views in the latest 30 days
136.3K
new viewers reached in latest 30 days
11K
followers in latest 30 days
+164
The Challenge
Priory Live needed to increase awareness and ticket sales while building a recognisable identity within a crowded independent festival market.
The existing social presence lacked a consistent visual direction and relied heavily on promotional graphics, making it difficult to build audience recognition or create an engaging social feed.
The goal was to:
1. Build a distinctive, scalable visual identity
2. Develop content people would actively engage with rather than simply scroll past
Creative evolution
After
Before
.png)
The initial direction prioritised bright, highly graphic layouts to establish immediate recognition. After reviewing audience response and content performance, I evolved the system towards a more culturally relevant indie aesthetic while retaining Priory’s pink and yellow as recognisable brand codes.
Content Strategy
Rather than relying on artist announcements and ticket messaging alone, I expanded Priory's content mix to create multiple entry points into the brand.
Artist announcements
Build familiarity with the line-up through announcements, interviews and artist-led storytelling
.png)
Entertainment
Use humour, nostalgia and culturally relevant formats to earn attention beyond ticket messaging
Community
Show the people, experiences and local businesses that make the festival feel distinctive
.png)
Promotion
Turn attention into action through line-up, ticket and event-led messaging
.png)
Results (latest 30 days)
Diversifying the feed towards Reels, humour and music-led content increased discovery beyond Priory’s existing audience.
Reels generated 42K views during the same period and became a key driver of organic discovery.
of tickets sold for 2000 capacity festival
90%
Instagram views in the latest 30 days
136.3K
new viewers reached in latest 30 days
11K
followers in latest 30 days
+164
.jpg)
Collaboration
Collaborated with festival leadership, photographers, artists and external partners throughout the campaign. I also worked with Skiddle during the website redesign, providing creative direction to ensure the digital experience remained aligned with the refreshed brand system
Priory Live Festival 2026 l South London Music Festival l Orpington
Visual System Development
Introduced an initial bold, colourful direction to establish consistency and visibility.
Following performance insights and audience response, I refined the identity into a more culturally aligned, indie-led aesthetic, improving both engagement and brand positioning.
Before
After
Key takeaway
This project reinforced the value of treating brand identity as a living system: one that can respond to audience behaviour while remaining recognisable and strategically consistent.