Graphic Designer
Work
Head in LA
Event, motion, spatial, editorial, brand identity design
TimeScapes
Creative coding, generative, installation design
OCMABrand identity, exhibition, spatial, web and print design
The UnseenPackaging, product, creative direction,
brand identity design
Fenty BeautyInternship work, package, production design
Strawberry SlabFont design
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Head in LA - HILA
Event, motion, spatial, editorial, and brand identity design.
Purpose
HILA: Head in LA is a bold rebranding of the Head in the Clouds festival by 88 Rising. After interviews revealed the festival's perception as a "starter festival" that lacked returning attendees, I wanted to give the festival a new voice to go from a "gateway festival" to a must-attend event. This project revitalizes HILA with a hard-hitting, edgy aesthetic to counter misconceptions about Asian music and culture. My scope spans event, motion, spatial, editorial, and brand identity design.
Naming systemIn the process of rebranding the festival, I developed a new name for the event: HILA: Head in LA. The HILA system is designed to work seamlessly for all locations where the music festival takes place, ensuring a consistent and recognizable brand experience. This new name works better because it establishes an independent identity and voice for the festival.
Branding in motion
For this rebrand, I aimed to create a versatile design system that seamlessly integrates traditional elements with dynamic, motion-based media. This promotional brand video embodies the HILA aesthetic and lifestyle, effectively conveying the new edgy and fresh identity.
Motion piecesThe motion design components of the HILA: Head in LA project are pivotal in bringing the festival’s dynamic and brand to life. These elements are crafted to captivate audiences, enhance the storytelling of the festival, and create a visually engaging experience that resonates across various platforms.
The flexibility of the motion design system allows me to adapt the visual language across multiple formats like festival promotion, artist features, social media content, event visuals, and digital streams.
Merch and giveaways
The HILA: Head in LA festival merch is designed to resonate with the festival’s edgy and bold aesthetic, making a strong visual statement both within the event and in everyday life. Fashion and functionality merge seamlessly to create items that are not only practical for festival-goers but also keepsakes that lasts beyond the span of festival.
Special edition merch
I developed an exclusive range of campaign merchandise designed to generate excitement and anticipation on social media while offering high-fashion items.
These curated items are available for purchase but will also play a central role in our social media strategy. Showcasing them in editorial campaigns creates buzz around the festival and attracts a wider audience. Influencers and artists associated with HILA will be seen wearing these pieces, amplifying their desirability and driving demand.
More than merchandise, these items are integral elements of the brand narrative, crafted to leave a lasting impression.
Spatial experience
The flexibility of the design system allows for seamless transitions from promotional materials to spatial experiences. This interactive installation is designed to provide a bespoke activity. The photobooth allows attendees to capture memorable moments and receive personalized “HILA” licenses.
The photobooth acts as a social hub, bringing people together to create and share memories, while the printed licenses serve as a lasting reminder of their time at HILA.
Out of home environmental graphics
The Out-of-home promotional campaign for HILA integrates bold and striking imagery, paired with powerful messaging, encapsulating a rebellious spirit that aligns seamlessly with Los Angeles’ vibrant and diverse cultural scene.
Billboards, bus stop ads, and posters are designed to engage a contemporary audience, drawing them into the festival’s newly invigorated identity, mirroring the city’s dynamic energy and artistic innovation.
User experience and interface design
The HILA app is designed to be an indispensable tool for festival-goers, providing them with all the information and features they need to fully enjoy their experience. By integrating navigation, ordering, live streaming, and social sharing into one app, I aim to ensure that attendees have everything they need at their fingertips. The use of generative art and creative coding not only enhances the visual appeal, but also underscores HILA's commitment to innovation and creativity.
Overall, the app reflects the festival's edgy and dynamic brand, offering a user-friendly and visually engaging platform that enhances the overall festival experience. It’s a key component of the HILA system, supporting the festival's mission to create a memorable and immersive event for all attendees.