The Trip
Event Concept & Branding
The Trip is a travelling music festival built around two ideas: supporting Australia’s live music industry and encouraging a stronger connection with Country.
The concept brings the atmosphere of a music festival to six locations along Australia’s east coast. It supports emerging artists, local businesses, land conservation initiatives, and greater recognition of First Nations cultures and Traditional Owners.
The branding needed to capture the energy and freedom of a road trip while communicating the festival’s broader purpose. The result is a vibrant, adventurous identity that appeals to younger audiences without losing sight of the event's environmental and cultural values.
Mission Statement
The Trip is an Australian music and travel experience that brings people together through live music, art, and adventure.
Across six festival stops, the event supports local artists and businesses, celebrates Australia’s landscapes, and recognises the Traditional Owners of the land. Every part of the experience is designed to make the journey as memorable as the destination.
Target Audience
The Trip is designed for people aged 18 and over, with a primary audience of 18 to 30-year-olds.
The festival targets young Australians with an interest in live music, art, road trips, travel, and environmental responsibility. Its audience is socially aware, adventurous, and interested in supporting independent artists, local businesses, and more sustainable events.
The Map
The Trip is a six-stop travelling music festival following Australia’s east coast across four states and six weeks.
Festivalgoers can complete the full journey with a Road Trip Pass or attend individual locations with a Day Pass.
A partnership with a campervan company provides discounted transport options for Road Trip Pass holders. On-site camping is also available at each festival location, allowing attendees to stay close to the event while continuing to travel between stops.
Each festival runs from 12 pm to 12 am, with six days between locations. This gives travellers time to explore the surrounding region before reaching the next destination.
The Trip app supports the journey with route information, recommended campsites, local landmarks, and exclusive accommodation discounts.
The Tickets
Tickets are available on The Trip website, with two options for experiencing the festival.
Road Trip Pass
The Road Trip Pass provides entry to all six festival stops and access to on-site camping.
Pass holders receive a recycled plastic, colour-coded wristband and personalised access to The Trip app. The app contains a digital festival ticket, accommodation discounts, route information, and an interactive map of landmarks and recommended stops along the journey.
Day Pass
The Day Pass provides entry to one selected festival stop.
It is designed for local audiences or travellers who want to attend part of the tour without completing the full six-week journey. Each ticket includes a recycled plastic, colour-coded wristband for entry to the festival grounds.
The Transport
The festival’s three stages travel between all six locations as part of the touring setup.
Each stage is constructed from the truck used to transport it, allowing the structure to be converted quickly on arrival. This reduces the equipment and transport required while supporting a more efficient setup and pack-down process.
The trucks also form a recognisable part of The Trip’s visual identity, connecting the road trip concept with the physical festival experience.
The Logo
The Colour Palette
The Imagery
The Merchandise
The Trip merchandise range focuses on locally sourced and more sustainable products suited to a six-week road trip.
Rather than producing traditional event souvenirs, the collection includes practical apparel and travel items designed for use throughout the journey and beyond.
