Crafting a Scaleable One-of-a-kind Concert Event Series
Ashbourne Farms is a polymath organization. They’re a modern sustainable agriculture business, farm-to-table dining experience, and a wedding and events historical destination. They came to us with a bold challenge: take their new, intimate, one-of-a-kind concert experience—set inside the iconic Ashbourne Farms show barn—and translate its magic into a scaleable, digital and brand ecosystem. Their events aren’t just performances; they are immersive gatherings where world-class artists, purposeful storytelling, and Kentucky’s natural beauty converge. They asked Kale & Flax to help them elevate their identity, sharpen their go-to-market strategy, and design a digital presence that captures the emotional richness of the experience while opening new pathways for community engagement and revenue growth.
We approached the project with a human-centered design lens, inspired by the warm wood tones of the barn, the golden stage lighting, and the refined country-modern elegance that defines Ashbourne Farms. We crafted a brand identity grounded in cinematic typography, rich earth-tone palettes, and subtle illustration details that echo handcrafted instruments and heritage craftsmanship. Our UI/UX and custom development work translated that visual world into a seamless digital platform—clear ticketing flows, artist storytelling modules, and flexible content architecture—designed to welcome both longtime fans and first-time visitors. Strategically, we helped define audience segments, elevate their narrative, and build a go-to-market roadmap that highlights the cultural and social impact of these gatherings.
The result is a refreshed brand and digital experience that feels as intentional as the concerts themselves—elevating Showbarn Sessions’ presence, expanding their reach, and giving them the tools to grow sustainably while staying rooted in their mission. Through thoughtful strategy, design, and development, we helped position Showbarn Sessions as not just an event series, but a cultural destination where music, land, and community meet.