Sacramento, with its richly diverse population and vibrant event scene, presents a unique challenge for any new event to stand out. This year, a Sci-Fi film festival is set to debut, and the goal is to capture the attention of a community already saturated with activities. As the designer, my task is to create a touchpoint journey campaign that not only promotes the festival through both print and digital deliverables but also ensures a cohesive and engaging experience with the brand. My role is to strategically craft each touchpoint to make the festival an unforgettable highlight in Sacramento’s cultural landscape.
Figma
Illustrator
Photoshop
After Effects
Nomad Sculpt
Brand Design
Motion Graphics
3D Illustration
Prototyping
Mockups
UX Research
Brand Design
UI Design
Customer Experience (CX)
Aug-Dec 2023
(5 months)
The primary business objective is to drive ticket sales and ensure a successful inaugural event. Beyond this, the long-term goal is to position the festival as a cornerstone of Sacramento's calendar, fostering business partnerships and creating an annual celebration that becomes the city’s highlight.
My role was to design a brand identity for the film festival and decide what deliverables to execute for each touchpoint journey to ensure a smooth and immersive brand experience for users attending the film festival. The experience begins the moment users first interact with the brand during the awareness phase, then into planning, extends beyond experience and into follow-ups.
For Sci-Fi enthusiast families and couples seeking a light-hearted, relaxed, and unforgettable weekend experience, Void delivers a fun and immersive experience that defies the possibilities of the Universe. Unlike traditional film festivals, Void’s unique multiverse themed experience blends the 2D and 3D dimensions together. Ensuring that every moment is an extraordinary journey with your loved ones into the unknown
The film festival embraces the concept of a multiverse portal, where 2D and 3D worlds collide. The brand features a dynamic logotype that transforms as users journey through different portals, presenting variations of the logo: the standard version, a 2D flat design, and a 3D holographic version. As users navigate through the multiverse, the visual elements shift from dark tones to vibrant, bright colors. To personalize the experience, alien creatures were designed as mascots and travel companions. Users can take a personality test to select their creature, tailoring the experience to each individual's preferences.
The awareness phase is designed to introduce and generate excitement about the festival, serving as the initial touchpoint that sets the tone for the entire cinematic experience. Our objective is to captivate potential attendees, sparking their curiosity and drawing them into the unique world of Void. The deliverables for this phase include:
The planning phase is when potential attendees take action to secure their spot at the event. The website plays a pivotal role during this stage, requiring an intuitive and user-friendly design with clear navigation for ticket purchasing. To achieve this, we conducted UX research, including heuristic evaluations and opportunity workshops, to optimize the site's usability. This phase is critical in shaping a positive user experience, as it directly impacts users' decisions and perceptions as they prepare for the event.
The experience touchpoint is where attendees immerse themselves in the world of Void, creating memorable moments on the day of the festival. The goal here is to fully engage users, ensuring that their journey is enjoyable, enriching, and unforgettable.
To craft a truly immersive first film festival in Sacramento, the experience should start the moment attendees set out for the event. With this in mind, I designed the parking structure to align with the Void film festival theme. This design choice enhances the overall festival experience, making it more memorable for attendees and enticing potential visitors to purchase tickets on the day of the event.
The follow-up touchpoint is designed to solidify the connection between the user and the brand. By offering carefully crafted souvenirs and swag, this phase aims to deepen user loyalty and foster a community of Sci-Fi movie enthusiasts. Void’s souvenirs ensure that attendees leave with a tangible memory of the event, encouraging them to return for next year’s film festival.
I was thrilled when I opened Canvas and saw that I had earned the highest score in class for this project—98%. This was my first capstone project where I had to design numerous deliverables and consider the overall customer experience throughout the campaign. I invested significant thought and effort into researching similar events and developing unique ideas to shape the brand identity. I'm incredibly proud of the final results, and this project stands out as one of my most rewarding accomplishments in college.
Bringing Together All My Graphic Design Education
This project was the most educational and challenging experience of my time in school. It was the first time I designed for an experience that included four distinct touchpoints, requiring me to ensure cohesive branding and a seamless, enjoyable user journey. I applied nearly every skill I’ve acquired over the past year as a Graphic Design student. I learned how to conduct UX research, deliver elevator pitches, and present timed pitches effectively. On the technical side, I gained proficiency in Nomad Sculpt for creating 3D characters, After Effects for animations, and executing three varied concepts with a strong narrative.
