Evolving a brand built for the world’s biggest tours

Master Tour is the industry standard for Tour and Production Management software. With more than 20 years of expertise, it’s proven and trusted by the world’s top artists and most complex tours—from Foo Fighters and Coldplay to Beyoncé and Lady Gaga. With deep industry partnerships and a passionate community of Tour Managers behind it, Master Tour had built an incredible reputation within the live entertainment industry.

But their digital experience wasn’t reflecting the strength of the brand. An evolving product, inconsistent brand expression, and a dated online experience were creating confusion and making it harder to communicate the depth of what Master Tour offers.

Master Tour partnered with Campfire to bring greater clarity and consistency to their online experience while evolving the brand expression to better reflect their values, expertise, and connection to the live events community.

We dove deep into the mind-blowing world of touring logistics to understand the people, pressures, and workflows behind the product. From there, we refined the brand expression through a more distinctive voice, expanded color palette, updated typography, and refined photography direction.

The result is a more cohesive and confident brand experience—and a new website that better communicates what makes Master Tour an essential part of the touring ecosystem.