Organizing the project
The project was organized into two design sprints: Design Sprint 1 (Youth Day) and Design Sprint 2 (Main Event Days). Youth Day kicked off the festival as a standalone event, featuring three artists and its own promotional campaign. The main event followed, running for three days with four artists performing. Within the main event, a two-day Oktoberfest celebration added to the festivities. For each event, we created a range of promotional materials, including prints (A2, A4), handouts (A5), and social media posts.
Artist inspiration board
The first step was understanding the artists themselves. By analyzing their style and overall vibe, we gained insights into their unique audiences. A key tool in this process was the Artist inspiration board, which brought together visual references showcasing their work, past exhibitions, and the emotions they evoked. This helped define the target audience and guided design decisions, shaping everything from mood and color choices to the overall visual direction.
Audience segmentation table
To organize the data, an audience segementation table was created to identify key groups, including families, teens, and fans of rock and dansband music. Based on these insights, a set of design guidelines was developed to ensure the visuals resonated with each audience segment.
Organizing the artist materials
Collecting artist images posed a challenge, as some artists / labels provided high-quality official photos while others did not, leading to uncertainty regarding image rights. To advance the layout in cases where photos were missing, the highest quality stock images were used as temporary placeholders while image rights were being pursued.
Working on the Artist compositions
Deciding and composing the artist images, as well as creating the collages, involved extensive work to cut out the artists and experiment with various combinations to find the most compelling visual groupings. Special attention was given to artist hierarchy, with headlining acts receiving greater visibility. For example, in the Youth Day event, the main artist, Pidde-P, was placed prominently at the center and slightly enlarged to enhance his presence.
