Driven by my interest in event and experiential design, I created a more cohesive identity system for Southern California’s BeachLife Festival for an experimental project. Held annually in Redondo Beach since 2019, this family-friendly music festival celebrates beach culture with curated music, food, art, and activities.
RESEARCH
BeachLife's target audience includes adults ranging from their 30s to 60s. To connect with them, I researched 1980s surf culture and 1970s tie-dye trends, incorporating nostalgic colors and textures in a fresh, modern way.
My color palette (shades of blue, yellow, orange, red, and purple) is based off the changing colors of the sky. The music festival is held over a weekend, with its opening at noon and closing at 10 pm. The color palette acts as a metaphor for the audience’s day at the event.
I modified the festival’s brand name to make it shorter and catchier, enhancing its memorability.
I designed festival advertisements for public transportation and park benches to effectively reach adults (30s to 60s), a demographic that may be less exposed to online promotions than younger audiences. These outdoor touchpoints help increase brand awareness and ensure visibility among this group.
My revised identity system, as applied on the proposed app, integrates the organization’s key words (music, beach, community, safety) in order to better connect the brand to its target audience. They can observe elements such as the logo lockup, photography styles, and be encouraged to attend the event.
My revised identity system for Beachlife establishes the festival as a must-attend event for people of all ages. This project was a great opportunity in building my own workflow and designing in the context of not just a brand but a communal experience. By leveraging relevant design decisions focused on beach culture and family-friendly themes, I bring the festival closer to its target audience.
