My Role
Market Research
Brand Design
UI Design
Experience Design
My Team
Elijah Hassan
Michael Kaake

Duration
2 Months
Tools
Figma
Adobe CC
Sketch-Up
Twinmotion
The Problem
The main challenge is the perception Lana Del Rey is a small artist who doesn't promote herself to people. People forget her impact to music and her legacy as an artist. She needs a platform to show exactly who she is in the world.
The Solution
People need to remember who Lana Del Rey is and having a music festival in her name is the perfect opportunity to do so. Having multiple well known artists take part of it will expose her to many different groups of people.
Research & Analysis
Meet the Artist
Lana, born Elizabeth Woolridge Grant, is an American recording artist and songwriter. Best known for her cinematic Americana musical sound, Lana has released nine major-label studio albums along with various releases under other pseudonyms. In addition to her musical releases, Del Rey has published a collection of poetry entitled Violet Bent Backwards over the Grass and directed a short film, Tropico.
Why a Music Festival?
Given Lana’s existing brand and her past tours, doing a music festival kind of made the most sense. Her past tours have all included key elements to a festival. These include; popup merch stores, limited cities, outdoor stages, etc. It also just makes sense given her fanbase. A lot of Lana fans love her contemporaries as much as her, so it would be pretty perfect if they were all in the same “room” together for a couple of weekends.
Location
Newport Beach is a coastal city in southern California. It’s best known for its expansive harbor. Balboa Peninsula has 2 piers, Newport Beach Pier and Balboa Pier, plus the Balboa Fun Zone, an old-school amusement park with a Ferris wheel and ocean views.The local beaches are already a popular spot for music festivals, including the Newport Jazz Festival.
Brand Strategy
Branding
Primary Logo
Our main logo features the Marons typeface, previously seen in the marketing materials from Lana’s 7th album Chemtrails Over The Country Club. When creating the brand for the festival, we wanted to reference Lana’s catalog of work using type and colors.
Logo Favicon
Along with Marons, we’re using Roboto Condensed for all of our headlines, body copy, captions, and other text elements. We chose this typeface because it worked well with our vintage album artwork inspiration. The typeface is also extremely readable and offers a lot of variety.
Spacing Requirements
Structural Analysis
Typography
Applications
UI Design Merch Store
From a link in Lana’s Instagram bio, fans will be directed to a word scramble quiz. Once they complete the quiz, they’ll be directed to enter their email and brought to the Honeymoon Festival website. The first 1,000 fans to complete the quiz will win a presale code to get tickets to the festival. From there, they can enter the main website and explore for themselves.
Promotional Posters
Our Promotional Posters would be shown on construction billboards and pasted along different OOH locations.
Digital Posters
Our Digital Posters would be shown on social media, showcasing lyrics from each of Lana’s album eras.
Pop-up Experience
Our pop-up experience would be all along the west coast boardwalk, showcasing merch and music parties promoting the Honeymoon music festival.
Brand Application Summary
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