Project Overview
Role: Design, Research, Testing
Duration: 3 months
Alltitude Music Festival is a conceptual project developed over a 10-week period.
Objective: Design a music festival on the University of Washington campus and includes a variety of visual assets. Focus on a social feature on the prototype for users to connect.
Initial Research
3 Distinct Music Festivals
Identified their brand identity and main selling points, then created a Competitor Analysis.
I learned that gaining support from the local community is crucial and that attracting large crowds requires offering multiple genres to appeal to diverse audiences.
Core Value Proposition
Alltitude Music Festival offers a unique multi-genre experience with three days dedicated to country/folk, R&B, and rock. With one stage and no overlapping performances, attendees can enjoy every artist without compromise.
Unique Selling Point
Exclusively for the University of Washington community and Seattle locals, the festival fosters a close-knit atmosphere.
User Personas
Customer Journey
Wordmark/Logomark
"Alltitude"
Combines height with the motto “All the Above” to highlight its multi-genre focus. Rockwell Extra Bold was used for sharpness and Lemon for boldness, reflects the festival’s unique, free-spirited structure.
The logomark features a mountain symbolizing height and contains pointy bases for a smooth, gliding feeling. Balancing the “All” and “titude” in the wordmark, its position reinforces the "All the Above" concept.
Colors
Primary
Yellow-Orange
F0A600
Yellow
FFD20A
Purple-Blue
385170
Secondary
Orange
F05E00
Blue
0057C2
Tan
F0C286
Tertiary
Purple
456BBE
Contrast Accessibility
Contrast Ratio 4.94:1
Contrast Ratio 4.94:1
Summer and Winter
Conveyed a summer/winter blend using a split complementary color palette. Warm hues like yellow-orange, yellow, tan, and orange represent summer with shades of the sun, while purple-blue, blue, and purple evoke the winter sky. This combination creates a soothing mix of both seasons.
Typography
Rockwell
Sharp serifs convey a sense of organization, reflecting the structured genre days of the festival.
Lemon
Adds a free-flowing feel with its curvy stems and high x-height, balancing the boldness of Rockwell. It provides a fun contrast to the strictness of Rockwell, offering a more relaxed vibe.
Festival Assets
Pre-set Guidelines: 3 venues (Parrington Lawn, 15th NE, NE 42nd St), 3 days, 3 headline events, 9 smaller events, and 8 daily events.
Final
Iterations
Primary Signage to be placed at the main entrance gate as an overhang.
Wayfinding that mirrors the festival colors and fonts.
User Flow
Low-Fidelity
Social
Designed low-fidelity wireframes for the social aspect of the app, following the user flow concept.
Style
Learnings & Takeaways
This project challenged my creative abilities and reinforced the importance of research, especially when analyzing competing companies. Understanding user preferences helped form a more competitive and compelling festival experience.
Throughout the design process, I learned the value of each step — from initial research to final implementation. The absence of one phase could create gaps in the user experience, which highlighted the necessity for a structured and iterative approach.
User feedback was one of the most valuable aspects of the process. Hearing directly from hypothetical attendees provided critical insights into which design elements needed improvement.
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