My appreciation for music led me to rebrand for Coachella. The challenge with current Coachella's identity is that they lacked a narrative when competing with up-and-coming music festivals.
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Through research, I learned that this music festival started from a rebellious movement, boycotting Ticketmaster in 1993 by the rock band known as, Pearl Jam. My rebrand explores Coachella’s history to push a rebelliousness narrative, and solve the stereotype of "an influencer only" music festival.

The typeface I modified is inspired by the combination of stage scaffolding and the punk era. I used my typeface as the main imagery because it is important for visitors to know who they will be seeing at Coachella this year.

My rebrand allows for flexibility in order to appropriately represent the musicians. Måneskin is an Italian rock band that creates music that breaks out of norms. These posters are designed to fit within Måneskin’s style while maintaining the punk aesthetics and Coachella’s history of rebelliousness.

I designed an infographic poster for Coachella’s timetable. Leveraging the rebrand's angular identity found within the typeface.

Using the angularity, the stage names are strategically placed to be perpendicular with the musician names. This helps visitors know which musician will be featured at each stage. The lines parallel with the musician names tell visitors the time they will be on. The color coding informs visitors which day the musician will perform.

I created a three-dimensional typographic installation of the word “Chella” as an interpretation of the stage scaffolding typeface. This installation will act as beacon at the entrance, welcoming festivalgoers.
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At different points of view, this installation displays multiple reads. From the left side, each panel is aligned at an angle with the musician line up displayed. From the front, it reads as “Chella”. From the right, it is sound-reactive to the music of stages near by. Each letter is scaled to be different sizes, so visitors can interact with each of them differently.

I also incorporated the typography as the main visual for the website. Visitors first come to the site to see the line up, so that information is perfect to display in the custom typeface to reinforce the new branding.

Using JavaScript, I programmed the Spotify player in the site and then made it reactive to the user’s mouse hover. Each musician’s song will play when the user hovers over their names, so that visitors can familiarize themselves with their music.

I also extended my identity system to packaging that enhances the Coachella experience, starting before the festival begins. When visitors buy a ticket to Coachella, they will be sent a “weekend package” that includes the entrance wristbands, postcards, stickers, a featured-musician T-shirt, and a limited edition guitar pick.

I chose stickers and postcards as a souvenir for visiting Coachella. The guitar pick as a limited edition item because it represents our featured-musician for this year.

My biggest take way for this project is learning to direct a project by myself in a short time frame. From research to execution, I was able to complete the project in under 14 weeks. I also learned JavaScript for the site. This unlocks many restrictions when designing interactive sites in the future.