Where music, vegan food, and impact
Vegan SoulFest x
We Give Black Fest
Brand Identity Design
Brand Story Development
Social Media Strategy & Management
Sponsorship Development & Management
Event Venue Acquisition
Vendor Sourcing & Selection
Stage Production Management
Event Space Design
Radio, TV, and Print Advertising Support
Registration & Ticketing
We Give Black Fest and Vegan SoulFest was a collaborative outdoor festival between three Baltimore-based nonprofit organizations, which created an empowering opportunity to educate, inspire, and give a platform to amplify Black voices, open the dialogue for leading healthier lives, and celebrate culture—collectively.
From August 19-21, 2022, CLLCTIVLY, Black Veg Society, and Afro Vegan Society joined forces to host the 3-day festival, which took place at West Covington Park in Baltimore, MD.
3 Pillars Co. was brought on to produce Vegan SoulFest to elevate their annual festival, which took a couple of year hiatus due to the pandemic, from a local festival to one on a national level. The biggest change to the Vegan SoulFest format was the incorporation of music to elevate it to a Vegan Music Festival that was also an educational, plant/vegan forward, and cultural experience that could be enjoyed by all ages and backgrounds.
We Give Black Fest joined forces with Vegan SoulFest to add programming centered on Black Philanthropy, along with the amplification and support of Black-owned businesses and Black-led organizations.
This project required us to conceptualize the entire event, from venue sourcing and space layout to sponsorship acquisition. Facing the challenge of locating an outdoor venue in a city that doesn’t have the ideal structure for an outdoor festival that was anticipated to have 10,000 attendees, we acquired an amazing waterfront park. This space allowed us to host multiple stages and accommodate large crowds while still maintaining a close-knit, community feel.
Vegan SoulFest, which was the tenured festival of the two, needed support to elevate itself from a vegan food festival to a nationally recognized vegan food and music festival. We Give Black Fest, which was in its inaugural year, sought to create a memorable first impression for its first festival.
Our brand strategy and design team got started with developing each festival’s individual brand stories, along with messaging about the collaboration. We also developed each festival’s brand identities, which informed the various digital and print marketing collateral and the design elements on the festival grounds.
Our team sourced and managed many of the logistical aspects of the festival, developed and executed the sponsorship program, which was valued at $108,000 solely from our team’s efforts, managed the programming for three stages, etc.
Since the festival was a paid experience, we wanted to curate unique experiences that would entertain attendees beyond the music, food, and vendors. We conceptualized on-site experiences, including a Wellness Village with a mini stage area for intimate talks, yoga, reiki, and massages, a community painting experience led by two local artists to create a piece that was to be auctioned off to support CLLCTIVLY’s day of giving initiative, #FundBlackFutures art installation featuring local nonprofit founders, photo booths, game area, lawn and waterfront seating, and Instagrammable activations.
Although attendance was lower than anticipated, those who did attend were extremely impressed and looked forward to future festivals.
A global, impact-focused creative agency specializing in strategy, branding, and experiences.
3 Pillars Co. is a Baltimore City certified Women-Owned and Minority-Owned Business Enterprise (M/WBE).
NAICS: 54143, 54161, 561920