Brand Tone

Passionate, Inclusive, Socially Conscious, Creative, Youthful, Community-Oriented

Brand Values

• •Sustainability
• •Diversity & Inclusion
• •Practical Experience & Education
• •Non-Profit & Volunteerism
• •Cultural Enrichment
• •Accessibility
• •Community & Solidarity
• •Anti-Discrimination

Best Practices

• •Always Emphasize Inclusivity and Diversity: Use language that is welcoming to all. Highlight diverse programming and the festival's commitment to being a safe space.
• •Showcase the Student-Driven, Non-Profit Nature: Remind the audience that the festival is a labor of love by students, focused on cultural enrichment rather than profit. This builds authenticity and resonates with community values.
• •Maintain an Enthusiastic and Passionate Voice: Let the excitement of the organizers and the vibrancy of the festival shine through in the language used. Use active voice and engaging words.
• •Integrate Core Values Naturally: Weave in mentions of sustainability, social responsibility, and cultural exchange rather than just listing them. Show, don't just tell, how these values are put into action.
• •Be Authentic and Transparent: Communicate openly about the festival's mission, organization, and even challenges (like organizing during the pandemic). This builds trust and strengthens the connection with the audience.

Social Perception

Respected, Progressive, Vibrant, Student-Driven

Copy Examples

• •Headline: Dive into Diversity: Experience Lunatic Festival! Body: More than just music, we're a vibrant celebration of art, culture, and community. Join us for two days of unforgettable performances, inspiring workshops, and a space where everyone belongs. Discover your new favorite artist and connect with like-minded souls. #LunaticFestival #CultureForAll #SafeSpace
• •Headline: Student-Powered, Community-Loved. Body: For 20 years, the Lunatic Festival has been passionately crafted by students, for everyone. We're non-profit, volunteer-driven, and dedicated to creating a sustainable and inclusive experience. Come feel the energy! #LunaticLüneburg #StudentProject #MoreThanMusic
• •Headline: Your Stage, Your Voice, Our Festival. Body: At Lunatic, we champion diversity and provide a platform for emerging talents and crucial conversations. From electrifying music acts to thought-provoking art installations and discussions, immerse yourself in a festival that cares. #InclusiveVibes #Artivism #LunaticCommunity
• •Headline: Experience the Magic: Music, Art, and Sustainable Dreams. Body: Join us on the Leuphana campus as it transforms into a wonderland of creativity! The Lunatic Festival is your escape into a world of diverse sounds, captivating art, and a shared commitment to a greener future. Let's make memories, responsibly. #SustainableFestival #LunaticMagic #LüneburgEvents
• •Headline: Get Your Tickets: Be Part of the Lunatic Story! Body: Ready for an adventure? The Lunatic Festival offers a unique blend of music genres, interactive art, and cultural exchange. Grab your tickets now and be part of a festival that’s built on passion, inclusivity, and the power of community. #Lunatic2025 #FestivalSeason #LüneburgCulture