Rwala Music Festival
Rwala: Sea, Desert, and Sky
Early May in the heart of Sinai’s well-kept desert, Rwala festival’s debut edition took place. A 2-day festival conceptualized, planned, and executed by Kord Agency.
Something about the desert’s disconnect, coupled with the presence of kindred spirits, and good music calls upon the people that need it the most. In other words, the Rwala spirit finds you, not the other around. To convey this message, careful planning had to be the theme for every step of the way; location, artist line-up, branding, and social media strategy.
The festival took place at Seyal Desert Hub, amid Dahab’s Towailat Mountain, which gave a sense of disconnect from the outside world. Yet, helped our audience form an inevitable connection with the natural elements encapsulating our venue from every direction. To convey this message, careful planning had to be the theme for every step of the way; location, artist line-up, branding, and social media strategy.
Next up, we had to choose a line-up of like-minded artists that complement each other, but also provide the best musical experience possible for our crowd. A balanced mix of seasoned international artists, local heroes, live acts, and up-and-coming talents seemed to be the path we needed to take.
We wanted Rwala not to be just about the festival, but also to add value to Dahab and its vibrant community of locals, who constitute a significant part of the festival’s allure. So we made sure our social media strategy reflected that by highlighting Dahab’s best spots, accommodation, and local vendors. Our content was optimized for social media engagement by using both static & dynamic posts paired with informative & engaging captions.
For Rwala’s branding, we went with a raw & textured feel by using an organic illustrative style that hammers on the festival's connection to Dahab by using earthy tones & colors that resemble the elements dominating Sinai’s landscape: sea, desert, and sky.
We’re proud of the success story that is Rwala Festival, hoping that upcoming editions of the festival bring even more people together, and more prosperity to the wonderland that is Dahab.