Give the event a coherent direction.
The intended 18–35-year-old rock audience guided the campaign’s energy, while the event’s location and cause gave the identity a more specific focus.
Explore and compare.
Early sketches examined several directions before three were selected for further development.
Each shortlisted direction was developed to a near-final mockup, with versions for different scales.
The selected mark brings together the event’s location and style of entertainment.
Use motion to express character.
The animation studies were developed in After Effects with commercial-use generators and finalized in Final Cut Pro.
The first study uses sound, embossing, dust, and camera shake to convey weight. The impact is carried by the environment rather than a bouncing mark.
The second trades a music bed for fire sounds and flicker, exploring the event’s outdoor character and a sense of danger.
The third builds anticipation through a sense of travel, then resolves it in an energetic reveal of the location and identity.
Refine how people find the content.
The first website concept used expandable content on a single page. I reconsidered it because the content areas felt insufficiently defined and the visual direction had moved away from the audience.
The revision separates persistent navigation from changing content, making the information structure more explicit.
The modular layout also proposed an overlay navigation treatment for smaller screens.
A presentation explained the interaction and design rationale before committing to full development. The work shown here is a website concept.
Balance the cause with the invitation.
The promotional video briefly introduces the anti-poaching cause, then emphasizes the concert’s energy. Short clips and near-matched music tempos establish pace; longer holds support readability. Transitions mark meaningful changes rather than decorating every cut.