Case Study: Grounded Australia

From Concept to Multi-State Festival Brand: Complete Brand Creation, Digital Ecosystem, CRM & Ticketing Innovation

Executive Summary

AN IMPACT partnered with Grounded Australia, founded by acclaimed author and farmer Matthew Evans (Milk & Soil, Fat Pig Farm), to create a complete festival brand from the ground up—including naming, visual identity, website design and development, HubSpot CRM and email marketing system, social media ecosystem, and a custom WooCommerce ticketing system.

The inaugural 2024 Tasmania event successfully launched the brand, which then expanded to Western Australia in 2025 with adapted branding and a complex ticketing platform that saved the organisation thousands in third-party fees while providing complete control over customer data and experience.

Key Results

• Complete festival brand created from concept to launch in 12 weeks
• Multi-platform digital presence established (website, Instagram, Facebook, HubSpot CRM)
• Integrated HubSpot CRM with automated email marketing workflows
• Custom WooCommerce ticketing system saving $8,000+ annually vs. Humanitix
• Successful brand adaptation for multi-state expansion (TAS → WA)
• 100% brand ownership and complete control over customer data and relationships

The Challenge

Matthew Evans, best-selling author of Milk & Soil and owner of Tasmania’s renowned Fat Pig Farm, envisioned a new Australian festival celebrating food, farming, and connection to land. The concept needed to establish itself in a competitive market with:

Brand & Identity Challenges

• No existing brand name, visual identity, or market positioning
• Need to communicate unique festival values aligned with Matthew’s food sovereignty and regenerative agriculture advocacy
• Requirement for a flexible brand system that could adapt to multiple locations and events
• Timeline pressure to launch for 2024 Tasmania season
• Brand needed to reflect Matthew Evans’ credibility while establishing its own identity

Digital & Technical Challenges

• Complete absence of digital presence (no website, social channels, CRM, or email system)
• Need for sophisticated event ticketing without paying premium third-party platform fees
• Requirement for robust CRM to manage attendee relationships, ticket purchasers, and marketing communications
• Need for automated email marketing workflows (ticket confirmations, event reminders, post-event follow-up)
• Requirement for social media templates enabling consistent in-house content creation
• Desire for full control over customer data and ticketing experience
• Integration requirements between website, ticketing, CRM, and email marketing

Commercial Challenges

• Limited startup budget requiring cost-effective solutions
• Need to avoid ongoing platform fees (Humanitix, Eventbrite, etc.)
• Requirement for scalable system supporting multi-state expansion
• Goal of professional brand presence competing with established festivals
• Need to leverage Matthew Evans’ profile while building independent festival brand equity

Our Approach

AN IMPACT delivered a comprehensive brand creation and digital ecosystem project across six integrated phases:

Phase 1: Brand Strategy & Naming (Weeks 1-3)

• Stakeholder interviews with Matthew Evans and founding team to understand festival vision and values
• Competitive analysis of Australian festival landscape (food, music, cultural events)
• Target audience research and persona development (foodies, sustainability-conscious families, regenerative agriculture advocates)
• Naming exploration and trademark availability checks
• Strategic positioning connecting Matthew’s food sovereignty message to festival experience

Outcome: Grounded Australia name selected, communicating connection to place, community, authentic experiences, and regenerative agriculture principles while allowing geographic flexibility for multi-state expansion. The name resonated with Matthew’s Milk & Soil themes while establishing independent brand identity.

Phase 2: Visual Identity Design (Weeks 3-6)

• Logo design with flexible lockups for various applications
• Colour palette inspired by Australian landscapes and agricultural heritage
• Typography system balancing festival energy with readability and earthy authenticity
• Brand pattern and graphic elements reflecting soil, growth, and connection
• Photography art direction guidelines emphasizing real farming, food, and community
• Comprehensive brand guidelines document

The Results

• Complete festival brand established from zero to market-ready in 12 weeks