FEVO | Live Event Platform
The Brief
Strategic rebrand and website relaunch for a VC-backed live events commerce platform. Brand vision presented to C-suite at Circuit of the Americas(Austin, 2021). Client offered Comms Director role following engagement.
FEVO is a social commerce platform built for the live events industry powering group purchasing, shared checkout, and social buying experiences for brands in sports, music, and entertainment. Their technology allows brands to sell tickets, merchandise, parking, and F&B through a single unified checkout flow, with built-in social features that drive word-of-mouth and network growth across fan communities.
By 2021, FEVO had achieved significant product-market fit with major live event properties but their brand and web presence hadn't kept pace with the scale of the platform. The opportunity: reposition FEVO as a premium enterprise B2B partner not just a ticketing tool and rebuild the digital presence to reflect that ambition.
Brand Positioning Social Commerce Website Design & UX Experience Roadmapping Executive Advisory Go To Market Strategy
Challenges & The Work
FEVO's existing digital presence didn't reflect the sophistication or scale of their platform. Their website communicated features when it needed to communicate value and their brand identity lacked the visual authority required to win enterprise-level conversations with major sports franchises, music venues, and ticketing partners.
The brief was clear: rethink the brand, rebuild the website, and develop a go-to-market communications framework that could support FEVO's next phase of growth into new verticals beyond live events.
Engaged as external strategic lead, I directed the full website strategy and rebrand concept phase briefing and managed a team of two designers and a technical lead through discovery and concept delivery. The scope included
Full website strategy and sitemap architecture
Two distinct design concept directions: a typography-led editorial scroll experience and a bold horizontal parallax approach
Homepage and case study page mockups at desktop and mobile breakpoints
Mobile UX direction and responsive design principles
Brand asset management and visual direction
Go-to-market communications framework development
On-site brand activation at NASCAR at Circuit of the Americas (COTA), Austin where FEVO's platform powered group ticketing and social commerce at scale
I owned the client relationship directly throughout, working alongside FEVO's Marketing Director and VP-level leadership from discovery through to the final C-suite presentation.
The Outcome
The rebrand and website strategy work culminated in a live brand presentation delivered to FEVO's C-suite and key business leaders a direct result of work that held up under executive scrutiny and positioned the brand with the clarity and authority it needed to grow.
The engagement validated the strategic direction across two distinct design concepts, with the executive team aligned on a path forward. The go-to-market communications framework provided FEVO's marketing team with a structured narrative they could carry into enterprise sales conversations and investor presentations.
The quality of the work and the depth of the strategic relationship led FEVO's VP of Digital Marketing & Strategy to extend a Comms Director role offer following the close of the engagement, a signal of the trust and credibility built through the process.
The FEVO engagement remains one of Midnight Hex's most complex and rewarding projects: a reminder that great brand strategy isn't just about how things look, it's about giving a business the clarity to articulate who they are, who they're for, and why it matters.