Go Live Productions + Edgelight

01  //  THE CLIENT

Go Live Productions is a Nashville-based live event production company with decades of experience behind some of the most recognized stages in the country — from arena tours and nationally televised awards shows to corporate conferences and faith-based events. Their portfolio includes the GMA Dove Awards, KLOVE Fan Awards, Black Music Honors, Ramsey Solutions events, and productions for artists like Twenty One Pilots, Lauren Daigle, and Zac Brown Band.

Inside Go Live lives Edgelight® — a proprietary modular lighting system the team developed because they needed it, then refined until the rest of the industry started asking for it. It’s now a sought-after rental product used on tours, television, conferences, and custom installations across the country.

Two brands. One house. A lot of legacy. And a digital presence that hadn’t kept pace with either.

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02  //  WHERE THEY STARTED

Go Live had a strong reputation and an impressive body of work — but their Wix website wasn’t doing justice to either. With three distinct business units (Go Live Productions, Backline rentals, and Edgelight), the existing site struggled to tell a clear story for any of them. Edgelight, despite being a genuinely innovative product with a loyal following, had no dedicated web presence that reflected its caliber.

And here’s the detail that makes this engagement different from most: in all of Go Live’s history, they had never invested in marketing. Not a campaign. Not a strategy. Not a system. Growth had come entirely through relationships and reputation — which is a testament to the quality of their work, and also a signal of how much runway was sitting untapped.

The engagement was comprehensive: refresh the visual brand, build two new websites from scratch, develop a brand style guide, create a 6-month marketing roadmap, and then stay on as marketing operations partner to build and execute the entire system from the ground up.

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03  //  THE STRATEGIC INSIGHT

Go Live isn’t just a vendor — they’re a long-term creative partner for the people who produce the shows. That distinction mattered enormously for how we approached the brand. Their clients aren’t shopping around on price; they’re looking for a team they can trust completely, event after event, year after year.

The insight that shaped the strategy: in a relationship-driven industry, the website isn’t a brochure — it’s a proof of concept. It has to communicate precision, credibility, and warmth before a prospect ever picks up the phone. And for Edgelight, the challenge was different: a highly technical product that needed to feel both accessible to new users and credible to seasoned lighting designers who already knew what they were looking for.

The marketing strategy had to account for something most clients don’t face: starting from zero. No list. No automation. No lead capture infrastructure. No nurture sequences. Everything had to be built before anything could run. That meant the first chapter of this engagement wasn’t campaign execution — it was foundation-building. CRM setup, email infrastructure, audience segmentation, content creation, lead magnet development, and team training all had to happen before a single event booth could go live.

Two sites. Two audiences. One cohesive brand world. And a marketing engine that didn’t exist yet.

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04  //  THE ANTI-BORING BRAND FRAMEWORK™ IN ACTION

EXCAVATE

Discovery revealed a company that had quietly built something extraordinary — a 20-year track record, a genuinely innovative proprietary product, and a team culture defined by precision and care. What they lacked wasn’t credibility. It was a digital presence that reflected the scale and quality of what they actually do — and a marketing system that could extend their reach beyond the people who already knew them.

DISTILL

The brand truth: Go Live earns trust by making hard things look effortless — and their clients keep coming back because they know the difference between a production company that shows up and one that shows up prepared. For Edgelight, the truth was simpler still: it’s the product every lighting designer wishes they’d thought of. Simple concept. Dramatic results.

DIFFERENTIATE

In a market full of production companies leading with gear lists and technical specs, Go Live could differentiate on relationship and reputation. The websites needed to put the work front and center — real shows, real clients, real scale — while letting the team’s personality come through. Edgelight needed its own distinct voice: confident, precise, and a little proud of what it had built.

EXPRESS

The visual brand was refreshed around a bold, clean system built for a high-production-value industry. The color palette anchors in electric blue (#007CBA) and light blue (#C5D9E7) against white and black — a palette that reads professional and energetic without feeling cold. Typography pairs InterTight ExtraBold for headlines, Poppins Semi-Bold in all caps for subheads, and Inter Regular for body copy — a system that’s legible, modern, and built to hold up across both digital and print. The logo suite delivers primary, secondary, and icon-only variations across all three business units, ensuring each has its own identity while remaining unmistakably part of the same family.

For goliveproductions.com, the site was built on Webflow — mobile-first, SEO-optimized, and structured around the three core service areas: Event Production, Backline Rentals, and Edgelight. The portfolio showcases marquee productions with a visual confidence that matches the scale of the work. Testimonials from Ramsey Solutions, the Gospel Music Association, and De Lux Productions ground the credibility in real client voices.

For edgelightrgb.com, the single-page site leads with the product’s core promise — “Simple concept. Simple execution. Dramatic results.” — and moves through capabilities, a client logo wall spanning Kane Brown to the NFL, a deep image gallery, detailed FAQs, and a direct contact path. The Vectorworks Shop integration creates a secondary lead capture channel, routing active event planners into the CRM from the moment they’re deep in their planning process.

EQUIP

The engagement didn’t stop at launch. Apple & Anchor built Go Live’s entire marketing infrastructure from scratch — the first time in the company’s history they had invested in a formal marketing program. That meant building the foundation before running a single campaign: CRM setup and configuration, contact migration, email automation workflows, list segmentation, lead capture forms, and team training on the full system.

From there, the 6-month marketing roadmap launched: three Nashville event activations designed to capture 50–80 qualified leads, a segmented nurture email sequence (music industry leads routed to Backline messaging, corporate leads routed to full-service production messaging), a lead magnet, a newsletter template, Backline and Edgelight collateral, event booth materials, and monthly social content at three posts per week with two reels per month. Monthly performance reporting and strategy calls keep the campaign optimizing in real time throughout the engagement.

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05  //  THE OUTCOMES

Two New Websites

goliveproductions.com and edgelightrgb.com — both fully responsive, SEO-optimized, and built to convert. Each site is architected for its specific audience, from event producers evaluating a new production partner to lighting designers looking for a rental solution that won’t let them down on show day.

Refreshed Visual Brand + Style Guide

A complete brand system covering color palette, typography, logo suite, imagery direction, and usage guidelines — built to scale across digital, print, and event touchpoints for all three business units.

A Marketing Program — Built from Nothing

Go Live’s first-ever formal marketing investment. Apple & Anchor built the entire infrastructure from scratch: CRM (Hubspot), email automation, lead capture, audience segmentation, and content systems — then launched a 6-month campaign designed to capture 50–80 qualified leads and convert at a projected 5% rate, targeting $80K–$320K in new revenue from the campaign investment.

Ongoing Marketing Operations

A 6-month Creative Partnership retainer covering campaign execution, email marketing, social media management, monthly content capture, monthly performance reporting, and strategic oversight — so the team could focus on running world-class shows while Apple & Anchor ran the marketing.

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06  //  THE TAKEAWAY

Go Live had a world-class operation and a product the industry genuinely needed. What they needed was a partner who could make all of that visible, and then build the systems to turn visibility into growth.

After more than two decades of growing entirely on reputation, they made their first marketing investment. Not because the reputation wasn’t enough — but because they finally had a partner they trusted to do it right.

That’s the work Apple & Anchor does. Not just websites and campaigns — but the infrastructure, the strategy, and the ongoing partnership that gives great companies a real chance to grow.

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