‘THE ONLY FESTIVAL’ - SENIOR PROJECT
A MULTI-DISCIPLINARY DESIGN PROJECT.
As a final large-scale senior project, I wanted to culminate all of the things I’ve learned in my college career and also all the things that I am passionate about. I wanted to challenge myself creatively and take my ambition to the next level with the amount of deliverables this project entailed. Valuable project management skills were applied all throughout the process as well. This project is fully prospective and not meant to be actuated.
PROJECT MANAGEMENT
As the main educational purpose of the project, much of the process included preliminary research and project planning methodologies to ensure for a successful outcome. The entire detailed progression is compiled into a 100-page process book that includes initial drafts, original research paper on music festival design, brand conception, and project planning tools such as a Timeline, Gannt Chart, and Breakdown structures.
THE DELIVERABLES
BRANDING
MARKETING
WEBSITE
TRAILER
APPLICATION
BRAND CONCEPTION
The main catalyst for the visual branding of the project came from the all-important lineup poster for the festival. From the mood-board I created, I was inspired by more alternative-pop music festivals outside of the US (See Process Book). After researching other music festival brands, I opted for a strong and memorable typeface to carry out the project successfully. Using this unique serif and mesh gradient, I aimed to stretch this brand as far as possible through multiple deliverables.
MARKETING
Through a comprehensive background research report, I was able to gain knowledge of successful music festival designs by surveying major and niche music event designs that have shaped the visuals today. From the title decision, to the persona making, I outline the design factors of how I expect to sell the festival to consumers in the process book. Designing towards the target market of millennials and Gen Z, I aimed to market a brand new atmosphere/festival experience.
PROMOTIONAL WEBSITE
Combining all the assets thus far, the website is one fo the first and most important avenues a consumer embarks on once they are familiar with the festival they’re interested in. The goal of each page is to inform the user about a different aspect of the event such as the background, attractions, security, and other amenities.
Every festival also needs an interesting way to display their lineup for the consumer to learn more about each headliner. The visual identity is carried throughout and features a fluid design approach.
MOBILE APPLICATION
TheOnlyFest Application acts as an adapted version of the website with additional features that can be of use when attending the festival itself such as a scheduling function, wristband activation, and map.
PROMOTIONAL Trailer
Using Adobe AfterEffects, I storyboarded and edited a short teaser to build anticipation for the festival. It features the headliners and clips of the actual festival grounds.
All material used is for personal use only and all rights are reserved.
AUGMENTED REALITY
As an added extension to the marketing campaign, I implemented the use of AR to the lineup posters. The idea is to have the consumer see the campaign posters on the streets of LA and scan it to watch the trailer and them to purchasing link.
