Broccoli
City Festival
Since 2019, Broccoli City Music Festival has been shaped into a cohesive brand world extending across talent consulting, content strategy, stage design, experiential activations, and merchandise. A unified visual language carried from marketing through stage visuals, signage, and on-site environments
During the pandemic, the Broccoli City experience shifted toward a character-led identity with the introduction of Broccoli Boy as the festival’s central visual anchor. The mascot carried across merchandise and physical signage, creating a cohesive system that could travel. The approach allowed the brand to expand beyond Washington, DC, into new markets, including Los Angeles and Houston, while maintaining a recognizable presence.
Character
Development
Merchandising
Broccoli City’s merchandise evolved from a small offering into a fully developed retail ecosystem. A dedicated merchandise store and product line extended the festival beyond the event itself through original intellectual property, scalable design systems, and a unified brand world. The retail experience spanned product design, packaging, physical retail, and e-commerce, strengthening fan connection and driving revenue growth that supported new partnerships and sponsorships, including Converse.
