ROOTED

ROOTED Music Festival was the product of an 11-week-long class project where we were tasked with creating a visual system and brand identity for a three-day music festival at the University of Washington.

Foundation

To begin, I developed the core value proposition and unique selling point to establish the foundation for the festival’s identity. With this being set, I was able to have a clear vision of what the festival represents and how it should be brought to life visually.

Research

To understand what makes a successful music festival, I researched three notable events, analyzing their visual systems, brand identities, and audience experiences. From this, I then created a competitor analysis table to highlight their strengths and unique features, drawing inspiration to differentiate and elevate ROOTED’s identity.

Audience Insight

To ensure ROOTED resonates with its audience, I developed detailed personas and mapped out the customer journey. This process helped identify the needs, motivations, and pain points of potential attendees, providing a clear direction for creating a meaningful and engaging festival experience.

Wordmark and Symbol

To begin the visual identity for ROOTED, I focused on creating a wordmark and symbol that encapsulated the festival's core values. Drawing inspiration from the genre's cultural roots and the festival’s unique positioning, I aimed to develop a logo that would be memorable, versatile, and reflective of the festival’s spirit.

Visual Direction

To establish a cohesive visual tone for ROOTED, I curated a mood board and selected a color scheme that reflects the festival's energy and cultural influences. This helped set the foundation for the overall aesthetic, ensuring consistency across all design elements and an engaging experience for attendees.

Typography

To define the typographic style for ROOTED, I researched and selected typefaces that embodied the festival's character. The chosen typography blends boldness and elegance, ensuring legibility while reflecting the festival’s unique blend of tradition and innovation. This typographic system was designed to complement the overall visual identity and create a strong, cohesive brand presence.

Festival Collateral

To guide attendees and reinforce the festival's identity, I designed posters, signage, and the festival map with a focus on clarity and visual appeal. Each element was carefully crafted to align with ROOTED’s aesthetic while ensuring smooth navigation and effective communication throughout the event.

Application User Flow

We were then tasked with creating a festival application where the user flow was designed to integrate a social feature, allowing attendees to interact, share updates, and stay connected throughout the event. The flow was carefully mapped out to ensure a seamless experience, enabling users to easily access social hubs for real-time communication and engagement.

Wireframes and User Testing

To bring the app's user flow to life, I developed wireframes to outline the structure and layout of key screens. These wireframes served as the foundation for testing, allowing me to gather feedback on the design and functionality.

UI Development

To finalize ROOTED’s app design, I created a UI style tile to define key visual elements such as button styles, and navigation icons. These elements were then applied to the final frames, resulting in a cohesive and polished interface that reflects the festival's identity while ensuring a seamless user experience.

Mobile Application Prototype

Final Takeaways

By completing this quarter-long project, I gained valuable experience in building a cohesive brand identity from the ground up. The process deepened my understanding of visual design, user experience, and effective communication while reinforcing key lessons in research and iteration.

‍Cohesive Visual Identity – Developing a unified visual system, from the wordmark to the festival application, emphasized the importance of consistency in creating a recognizable and trustworthy brand.

‍Iterative Process – Balancing creativity with user feedback and research highlighted the significance of iteration in refining the experience to meet functional user needs effectively.

‍Time Management – Working within deadlines underscored the importance of prioritization and maintaining efficient workflows to ensure timely project completion.

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