Festival Tracker was a Refinery29 summer music festival destination sponsored by H&M. The hub highlighted stories in the fashion, beauty, music and travel categories for all festivals and also linked to individual pages with filtered content for each of the 14 festivals. I conceptualized the overall visual direction with the Creative Director, designed the program branding and collaborated with the UX/product teams on the architecture of the experience. Inspired by concept of sound waves, I illustrated a series of repeating abstract patterns. Theses patterns were placed on top of gradient washes of color which invoked the feeling of summer. No two pages were alike, as the sound wave pattern and gradient changed from page to page. The program typography and mark were influenced by the tribal fashion trend popular at summer festivals. I also illustrated a set of iconography for the hub navigation that mirrored the style of the new core R29 iconography. This visual language was carried over to the in-store collateral which included signs, posters, mirror decals and hang-tags and was on display in H&M stores during the festival season.
Creative Direction - Piera Gelardi
Photo Editor - Rockie Nolan