The Concept
The design concept for the Sci-Fi Film Fest revolved around creating an immersive, futuristic experience that transported attendees into the realm of imagination, while ensuring seamless navigation and engagement throughout the event. It was constructed with a user-centric approach, utilizing a touchpoint journey to maximize guests' experiences and revenue.
Since the Sci-Fi Fest was an inaugural event, it was crucial for it to set a high standard for future events. With this in mind, I had to solve two problems: develop a strong visual identity to engage the audience, and make the design versatile in its application and production without being overly repetitive.
Starting with extensive research to understand the audience, I looked into proto personas, user journeys, and SWOT analyses. The brainstorming and design research stage followed, where I was able to dive into the notion of Sci-Fi and find connections. Mood boards, bubble diagrams, and sketches were most helpful.
This process yielded three key words to base my concept on—technology, nature, fusion. This combination allowed for the utilization of contrasting elements from the world of technology—slick, straight lines, mathematical precision, cool colors—and organic shapes found in nature itself. The design’s composition embraced both symmetry and asymmetry, presenting a fusion of rational thought and free-forming objects growing in the wild.
Contrast was an important principle carried throughout the entire brand, reflected in the color palette. The predominant colors drew inspiration from the tech world and nature, blending cool, formal colors like white, black, and blue with pops of bright, vibrant hues such as yellow.
Typography featured sleek, sans-serif fonts that embody a modern and forward-thinking vibe. The mark of the event was made from a custom typeface made to look like circuit board lines, completed with an organic shape to intensify the visual contrast between organic and man-made forms.
Awareness
At this stage of the campaign, the event was introduced to the public for the first time. The goal here was to generate awareness and spark interest. Posters, on-site posters, vertical banners, and branded public transportation were incorporated to attract passersby and the existing audience of the two theaters. A large-scale digital banner with the most essential information was implemented and was visible from one of the main highways next to the festival location.
In addition, targeted invitations were sent to sponsors, partners, valuable guests, and prominent members of the community to generate more visibility for the event and bring additional value to the public by elevating their experience.
The invitations and matching custom envelopes were executed with high attention to detail and resembled a fragment of a cropped film overtaken by fungi to promote interest and create a lasting impression.
To further promote the event, I leveraged the power of social media. A "save-the-date" post with a call-to-action was the first to be distributed via social media channels.
Planning
At the planning stage, the goal was to make the ticket booking experience easy and smooth. I used a comparative assessment method to analyze three websites to note best practices and pitfalls to avoid, which were later translated into a website, both desktop and mobile versions.
In addition to the website, I employed other tools to meet both user experience and revenue goals. A social media campaign utilizing call-to-action messages, and an email drip campaign to ensure customer engagement and anticipation were implemented.
Experience
The experience step of the event was focused on the guests' experience during the event days. It was extremely important to offer the attendees a well-thought-out experience to ensure the success of current and future events.
Brochures with a schedule, map, and sponsors on one side and an event poster on the other were distributed among the guests. VIP packages distributed prior to the event contained coupons, event bracelets, and a pre-paid parking pass. Finally, a short animated screensaver was played at the beginning of each movie.
Follow up
At the final stage, the goal was to provide customers with the ability to bring home memories of the event and the good times they had with friends and family. Branded merchandise, as well as a follow-up email expressing gratitude, were included in this stage.
