Coachella Rebranding
The Coachella rebranding project sought to address a pressing societal issue: the growing sense of disconnection and longing for genuine experiences in an increasingly digital age. As technology permeates every aspect of our lives, the authenticity of human connection and cultural engagement decreases. This shift led to a profound need for events that transcended mere entertainment, providing platforms for meaningful connections, artistic expression, and community building.
The Coachella rebranding project aimed to reimagine the festival experience, catering to the underlying needs and desires of my target audience such as cultivating their social skills, more opportunities for connection, and navigating around the festival with ease. It envisioned a space where attendees could immerse themselves in a vibrant community of like-minded individuals, with music and art acting as catalysts for genuine connections. This endeavor went beyond superficial changes; it aimed to fundamentally shift how people experienced Coachella.
Project for GPHD 145 (Typography II) and GPHD 135 (User Interface Design)
Year
Spring 2024
#Concepting
#Illustration
#Storytelling
#Userexperience
Proto-Personas
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Sophia Michelle, 25
Fashion Blogger & Influencer | Live in Los Angeles, CA
Frustrations: Challenges of Coachella's massive crowds and chaotic nature. It is hard for her to balance her desire to capture the essence of the event. She found that it challenges to navigate through throngs of people. Giving Sophia a feeling of disoriented and disconnected at times.
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Alex Martinez, 32
Software Engineer | Resides in San Francisco, CA
Frustrations: He often finds himself overwhelmed by the crowds. Alex is unable to bridge the gap between strangers and struggles to break out of his comfort zone. He is feeling like an outsider in social settings. He has feelings of awkwardness and a sense of not belonging, making him longing for deeper connections and a sense of genuine belonging.
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Emma Chen, 40
Event Planner | Resides in New York City
Frustrations: Emma often finds herself frustrated by the chaos and lack of organization at large-scale festivals like Coachella. She hates long lines, confusing signage, and last-minute schedule changes disrupt her carefully crafted plan. Emma struggles to navigate the festival's logistical challenges.
Target Audience
In this transformative journey of Coachella, the audience was not just passive participants but also be a very heartbeat of the narrative. They are the modern-day explorers, traversing the cultural landscape in search of profound connections and authentic experiences. At Coachella, they found a music festival where the boundaries between performer and spectator blur, and where every beat, artwork, and encounter resonated with the pulse of collective creativity.
These attendees represented a mosaic of identities, each adding a unique hue to the Coachella community. They are the dreamers, the believers, and the architects of their own festival experience, united by a common yearning for moments that transcend the ordinary. As we delve into this Coachella rebranding project, it is essential to not just understand the audience’s psyche, but also the deeper currents that guide their journey. Through the innovative use of the Proto-Personas research method, I explored each type of demographic data to reveal the nuanced motivations, needs, and aspirations that drive each attendee.
From young adults in search of genuine encounters to music enthusiasts seeking the relationship between sound and soul, my audience embodied a spectrum of desires and dreams. There were three proto-personas that represented each demographic for this Coachella’s journey—a young influencer with a huge love for music, an introverted software engineer in his mid-30s, and a planner who wanted to curate an unforgettable experience with her loved ones. By embracing the diversity of my audience, I unlocked the potential to craft a reimagined Coachella experience that speaks to the myriad facets of human expression and connection. The audience was not merely the audience; they were the co-creators of Coachella’s narrative, shaping and reshaping the contours of the festival with each beat, breath, and artwork.
Branding Concept
The Coachella Valley Music and Arts Festival has become very well known throughout the years. It stands as a beacon of cultural resonance, its name synonymous with a kaleidoscope of emotions and experiences that resonate deeply with attendees worldwide. Since its inception in the late 1990s, Coachella has evolved from a modest gathering of music enthusiasts into a global phenomenon, a veritable pilgrimage for those seeking liberation through sound, art, and communal celebration.
Although the festival itself is constantly evolving, the branding has remained almost the same since the early 2000s; such as the iconic imagery of palm trees swaying against a desert backdrop, vibrant hues, and evocative typography. Coachella has long been revered for its eclectic mix of music genres, captivating art installations, and breathtaking desert backdrop.
It’s a celebration that transcends boundaries, inviting individuals from all walks of life to immerse themselves in a collective experience like no other. My rebranding endeavor aimed to encapsulate this essence — the spirit of boundless creativity, diversity, and connection. The collage of images I curated served as a window into the soul of Coachella. Words like “connection,” “immersive,” and “be you” echoed the festival’s ethos of inclusivity, self-expression, and communal unity, serving as guiding beacons in the rebranding process.
Central to my rebranding effort was the redesign of the festival’s logo. Drawing inspiration from Coachella’s energetic tone and spirit of boldness, I opted for a handwritten font that exudes dynamism and authenticity. The subtle elevation of the letters ‘o’ and ‘e’ within the logo symbolizes the beaten energy that courses through the festival grounds, evoking a sense of anticipation and excitement. One of the most distinctive features of my rebranded logo is the intentional connection between certain letters. This design choice serves as a visual metaphor for the connection that lies at the heart of Coachella. Just as festival-goers come together to celebrate music, art, and community, the intertwined letters symbolize the bonds.
Touchpoint 1: Awareness
The awareness touchpoint is where the audience finds out about Coachella. From a user perspective, individuals seek out information about events and experiences that align with their interests and desires. For many, the goal is to discover new opportunities for leisure, entertainment, and connection. From a business standpoint, the awareness touchpoint represents the initial opportunity to capture the attention of potential attendees and compel them to engage with the Coachella brand.
Touchpoint 2: Planning
This touchpoint marks an important stage in the Coachella journey, where attendees transition from mere spectators to active participants, charting their course for the ultimate festival experience. From a user perspective, the goal is to gather all necessary information, make informed decisions, and ensure a seamless and enjoyable experience at the event. From a business standpoint, the planning touchpoint represents an opportunity to support attendees in their journey.
Touchpoint 3: Waiting
This touchpoint is where anticipation reaches its peak as attendees eagerly await the arrival of the festival day. From a user perspective, the goal is to channel excitement and anticipation into preparations for the event, ensuring a smooth and seamless experience once the day arrives. Attendees eagerly await the opportunity to immerse themselves in the vibrant atmosphere of Coachella, counting down the days until they can join fellow music lovers in the desert. From a business standpoint, the waiting touchpoint represents an opportunity to enhance attendees' satisfaction and loyalty by providing them with the tools and resources they need to fully enjoy the festival experience.
The experience touchpoint is the heart and soul of the Coachella journey, where attendees immerse themselves in the vibrant tapestry of music, art, and community that defines the festival. From a user perspective, the goal is to create lasting memories and forge meaningful connections with fellow attendees, while experiencing the energy of Coachella firsthand. Attendees seek to navigate the festival grounds with ease, discover new artists and experiences, and ultimately leave feeling inspired, fulfilled, and connected. From a business standpoint, the experience touchpoint represents an opportunity to create a seamless and unforgettable festival experience that fosters attendee satisfaction, loyalty, and advocacy.
Touchpoint 4: Experience
Touchpoint 5: Follow-up
The follow-up touchpoint marks the end of the Coachella journey, where attendees reflect on their experiences and memories from the festival and begin to transition back to their daily lives. From a user perspective, the goal is to savor the memories and connections forged at Coachella. Attendees will love to preserve the energy of Coachella through merchandise, while also looking forward to these opportunities for engagement and connection again in the future. From a business standpoint, the follow-up touchpoint represents an opportunity to express gratitude to attendees, foster continued engagement and loyalty, and lay the foundation for future interactions and experiences.
The door is closed…
The Coachella rebranding project has successfully revitalized the festival experience, addressing core challenges for both attendees and the business. By enhancing key touchpoints throughout the journey, from awareness to follow-up, I've created a seamless and unforgettable experience. Captivating marketing initiatives increased attendance, streamlined planning, and anticipation was heightened with thoughtful promo boxes. On-site experiences fostered connections and community, while post-festival gestures expressed gratitude and kept memories alive. Ultimately, I believe that the rebranding has elevated Coachella, delivering a vibrant, modern, and inclusive experience that resonates with attendees and ensures the festival's continued success.