Candlelight Concerts

We identified that fever has strong branding for their event service, however the site experiences are extremely varied between the microsite and the ticket website that it links to both in structure and in design. The information about the event is scattered around multiple unrelated websites and is unspecific about the experience. Our goal was to create a cohesive microsite that communicates the experience of Candlelight Concerts for a vancouver audience.

Our early wireframes included the features we wanted, however the experience was uninspiring. There was too much information (memory overload), and the user experience was extremely similar to their original microsite.

Taking a step back, I considered what we wanted the user to feel. We wanted to embody the experience of the candlelight concerts within our design, so I started to abstract the identity of the event. I encouranged my team to look at new precedents that embodied the musicality of the event and to find posters that had a good grasp of what it means to visualize a concept.

We looked at precedents that broke the grid, played more with musical influence, and contained a more fluid design language.

We developed our new art direction based in part with candle imagery and a decomposition study of Garangula gallery from behance. In addition to imagery was the importance of flow and affordances. We developed a music staff element which evolved through iterations to become more guitar like, taking inspiration from guitar strings.

Design is a fluid process and whole directions can change at any given point. Going through this process, I discovered how to adapt and abstract ideas based on user experience while considering usability. I believed in my team's ability to pivot, but I learned to communicate my idea for discerning an art direction from a conceptual experience.