Boardmasters has launched a new brand campaign, ‘Good Things Come In Waves’, ahead of its 2027 line-up announcement. Created with creative studio and production house TCO London, the campaign follows a recent visual rebrand and the success of the 2026 edition. The next festival is set for 4th to 9th August 2027 across the same two Cornish sites.
Music stays central, but the new direction is about how Boardmasters talks about itself. The campaign puts the festival’s relationship with Cornwall, its coastline, the surrounding landscape and the people who gather there at the heart of the brand. Organisers say it is meant to connect with a wider audience looking for culture, community and the outdoors, not just a line-up poster.
The idea is simple. Every festival has a line-up, but not every festival has Cornwall. The landscape, the sea, the atmosphere and the moments that stick are what the campaign is built around. It is framed as a destination festival story, with a sense of place doing as much of the work as the bill.
Kizzy Liddington, Head of Marketing at Boardmasters, said: “We wanted to remind people what makes Boardmasters different. Cornwall is our biggest asset, and very few festivals can offer what it does. This campaign is about celebrating that. TCO has helped us capture it with real depth and care, putting that sense of escape at the heart of the brand. ‘Good Things Come In Waves’ marks the start of a new chapter for the festival and the community around it.”
A wave is the central motif, linking the coast with the energy of the festival. The creative direction draws on Cornish references including the Tide Times book and the Newlyn Tidal Observatory, bringing local detail and scientific textures into the visual identity. “Waves” is also used for the crowd, a piece of music, and the feelings that stay after the weekend. Tactile imagery, candid crowd photography and physical textures carry that idea.
Duncan Harrison, Executive Creative Director at TCO London, said: “Boardmasters is one of the biggest festivals in the country. But when we started to think about what makes it special – the location, the people, the experience – it felt right to focus on the small things. Little moments and waves of feeling that shape your memory of a place. Lovingly shot by Ella Pavlides and Dom Lake with a uniquely Cornish design language steered by our Design Director, Tertia Nash. This was very fun to make, it’s wonderful seeing it come to life.”
The campaign is built around the contrast that already defines the festival: live music at Watergate Bay, and the surf culture of Fistral Beach. That was the shape of 2026, when Fatboy Slim and Kasabian were named as the first headliners, alongside The Kooks, Loyle Carner and Rudimental. Lily Allen later completed the trio, billed to perform West End Girl, with Ren making a first festival appearance and Tash Sultana booked as an England festival exclusive. Afternoon special guests were Dizzee Rascal, Example and Tinie Tempah.
The 2026 return had been locked in the week after the 2025 festival, when dates and a loyalty onsale were confirmed for 2024 and 2025 ticket holders. Organisers have not published a full post-event report with this campaign, but they are explicitly building the next chapter on that August weekend, not on an earlier year.
‘Good Things Come In Waves’ launches this week and will unfold over the coming weeks, before the 2027 line-up is announced. Press assets, the festival website and Instagram are linked from the announcement. No artists, ticket prices or on-sale times have been confirmed yet.
More at boardmasters.com.
Image credits: Ella Pavlides, Dom Lake
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