Atomic Dreams | Arlyn Elopre Portfolio

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

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.

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.

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.

Atomic Dreams Festival