INDIO, CALIF. While Goldenvoice's Coachella Valley Music and Arts festival took over the Empire Polo Club for its buzzier first of two weekends, brands hosted a dizzying number of parties, lounges, and hotel takeovers all over the desert region. From the festival's location of Indio to Palm Springs two dozen miles away, events promoted hosts and sponsors' brand messages in smart and engaging ways. From D.I.Y. swag customization—a popular activation style this year—to inventive signage and logo placement, here are 23 inspiring examples of brand promotion from the desert.