The When We Were Young 2024 festival rebrand is a complete business system. The system shows a cohesive identity throughout multiple mediums. Research about the existing brand was conducted to understand the message but still create a new, unique brand. In order to get a variety of audiences interested in the event the brand was to be consistent and create a personal connection. This included descriptors like nostalgic, grungy, and bold. Throughout the business system, the branding is recognizable without becoming repetitive. The system is spread out to establish new looks with the same vibe connecting to the brand’s audience.