Designer motivated by curiosity, collaboration, and continuous learning.
Avid reader, chronic joke-teller, fueled by bread.
Overview
This project consisted of branding for a conceptual electronic dance music festival called “Atomic Dreams” alongside an app to help navigate the festival.
Role
Graphic Designer UI Designer
Project Type
Branding UI Design
Duration
Feb - April 2022 (10 weeks)
Team
Sole designer
Project Proposal
This project's objective was to design a brand identity to apply to a festival's ticket box, which included items such as wristbands, posters, and a map.
Summary
Inspired by 90s abstract posters and space themes
Split into 2 parts
Graphic Design -- Branding
UI Design -- Mobile app
Target Audience
Millennials (1981-1996)
Festival influenced by the '90s, focused more on Millennials
Generation Z (1997-2012)
This type of design is also modern so it appeals to the Gen Z population as well.
Concept
My concept is based on this modern abstract and surrealist style. It has a lot of textures applied in various ways, graphical elements, and dynamic geometric typography.
Visual themes
Space motifs
Gestural lines
Assortment of textures
Futuristic type
Geometric, angular style
Color palettes
Orange/red, black
Lime green, purple
Part 1 - Graphic Design
Design Research
In my research for this project, I look at projects that incorporated brand identity but was still functional and legible. Below I highlighted just a few examples of projects I was inspired by.
Wristband Design
Wristbands part of a ticket box
Alternative color ways
Used brand assets in different compositions
Map Design
Simplifies areas into general shapes
Map has bright colors but uses icons to highlight important landmarks
Graphic Design
UX Design
Designed Assets
These are all the assets I created for the ticket box; the final products were printed.
Posters
The focus for the posters were on the artist names as well as the location and date for the festival. I played around with gestural lines to give movement but not be distracting.
Wristbands
The wristbands originally had the logo in the oval but it was hard to see the details at a small scale.
Map
For the map, I used 2d shapes and flat colors for the landscape and layout but 3d shapes for the stages so they stand out. I also added icons to easily spot important landmarks.
Logos
The green logo is the main one used throughout the project. From this logo, I also created mobile logos which were ultimately not used.
Box Design
The box design contains elements from the map and wristband design, but uses a simpler style for the festival name in order to create a better visual contrast.
Part 2 - UI Design
Competitive Analysis
In order to gain a better understanding of how festival apps are currently made, I did a competitive analysis of a few of the biggest festivals to evaluate their strengths and weaknesses.
Insomniac
Best capabilities
Minimal design, nicely spaced
Simple to navigate
Poor capabilities
Too many links
Map not optimized for mobile
Can't use without signing up
Bottlerock 2021
Best capabilities
Beautiful UI
Interactive map w lineup
No need to sign up
Poor capabilities
Too many options on side nav
Small buttons
Lollapalooza
Best capabilities
Big, simple UI
Filter on map
Poor capabilities
Too many buttons
Some buttons were unclear in their purpose
Sketches
When creating sketches, I thought about some of the barriers users may have when using competitor festival apps. Things like needing to create an account to use it and complicated navigation.
Wireframes
In my wireframes, I wanted to address the lack of interactivity in the map section of the app and focused on keeping a simple navigation to make the app easy to use while at the festival.
Final Designs
Branding
Keeping the app cohesive with the festival, I included the brand colors and added more negative space between elements to make it easy to read. There was no need for the mobile logo inside the app.
Key Takeaways
The portion was originally research-based, but the focus was later changed to a focus on UI design. This helped with the workload, but incorporating branding into the app was a challenge without a strong understanding of UI theory. If I could redo the project, I would scrap this portion because it took away time to work on the graphic element.