Showcasing Asian artists from across the world.
Team
Individual
Timeline
10 weeks
Tools
FigJam
Figma
Overview
This was a three-month long project designed for a course HCDE 308 (User-Centered Design).
I was tasked with designing the visual identity and branding for a music festival that would take place on the campus of the University of
Washington.
Impact
This was my first time using Figma!
Competitive Analysis
We began this project by researching three music festivals and identifying their unique selling points and brand identity.
In this competitor analysis, I explore three iconic Seattle festivals: Capitol Hill Block Party, Boo! Halloween, and Bumbershoot.
Competitive Analysis Findings
1) Provide a platform for local artists!
I incorporated this into my festival by including local artists (Sam Kim & UMI).
2) Create & build culture within a community!
To create & build culture within the Seattle community, I create a festival to serve as a space for Asian artists from across the globe to share their art with the Seattle community and allow Seattlebond over shared music tastes & experiences.
3) Cohesive theme that reflects unique selling points & core value propositions!
To create a cohesive theme and visual identity that reflected my unique selling points and core value propositions, I looked into popular aesthetics/themes in Asian culture, and kept a consistent color scheme, typography, etc., shown below!
Finding Inspiration
For my mood board (pictures shown below), I decided to go with softer colors, and included lots of pink, white/cream/light gray because this “shoujo girl” (shoujo is "girl" in Japanese; usually high school romance, fantasy, and action tales) aesthetic contains a lot of images of spring flowers, which is relevant to the name of my festival.
Typography & Logomark
Because the name of my festival is spring, I used a tulip for the tittle of the "i" in spring. I also was inspired by the shoujo manga/anime, where serif fonts are frequently used.
From there, I chose the font, Kaisei Decol, which is designed similar strokes to Chinese characters used in Japanese writing. To maintain the cute and fun image from the header font, I used Gaegu as the body font.
Color
I wanted to convey the feeling of dreaminess, but with more vibrant colors, so I chose a complementary color palette, which features various tints, tones, and shades of light pink, light blue, and light yellow-gray.
Poster
For the festival poster, I used type hierarchy to inform viewers of the name, day, time, location, and performers of the event.
When adding in color and graphics, I wanted to convey feelings of dreaminess, playfulness, and softness. I achieved this by using a blurred gradient, noise texture, and drop shadows.
Wireframes
My idea was to allow users to sync their existing contacts, as well as meet new people through the app for those who wish to at the festival, like Nami, my persona.
From there, users can create group chats where they can send photos/videos, and see others' locations, if they choose to share their location in the app. I was inspired by iMessage/FindMy and the convenience of being able to see your friends' locations when you check the chat info.
Prototyping & Implementing Feedback
In my wireframes, I had a hamburger bar, but I swapped to a navigation bar and added more ways to get to each page upon receiving feedback that there were too many clicks needed to get to the chat and chat info pages.
Previously, in order to create a chat, you needed to click into your friend’s profile, which made it more difficult to navigate the app. To streamline this process, I added a Chats page to give users more ways to create chats. I also created a Friend List page, where users could see their full list of friends and create chats or remove them from there.
For people who wanted to meet new friends at the festival, I created a Find Your Match page, where users could get “matched” with others that are going to the same events.
I also added a friend map page with all locations that have been shared with the user (& the user's) to simplify the process of meeting up with friends during a festival.
Lastly, I made icons different based on which page users were on and added an info panel for the Friends Map page to give users a better understanding of the festival map.
Latest Prototype
What I Learned
Design is really cool!
The quarter I spent on this project taught me a lot about design: this was my first design project and our final deliverables included a festival poster, festival signage & map, and a mobile interface.
Feedback and iterating is very important!
I learned the importance of iterating on my designs; learning from others' critiques was very helpful and allowed me to improve my designs significantly. Without the feedback I'd received, specifically for my prototype, navigating the app would've been very tedious.