Design Challenge
UX Research
Interactive Design
Art Direction
Branding
Web Design
Front-end Development
Sundays is a concept brand and website, promoting a New Zealand based music event. This university brief was in an individual project where I decided to focus on a fun and engaging brand promoting a popular DJ music event. For this project I needed to explore my desired target market, examine competing music events, and create a brand with strong values that appealed to my user.
Design Process
I started by establishing a structure to guide my thinking and decision making. This framework helped shape my understanding of the key elements that would make up a successful music event.
Who is my target market and why would this event appeal to them?
What music events already exist in NZ and what are their values?
What is the user’s relationship with music event’s today and how might I improve it?
How might I evaluate the user’s experiences at the music event I create, while not losing sight of the key brand values and brand?
Human Centred Thinking: Standing out from the crowd
To answer these questions properly, I used my research to create a brand analysis to better understand exactly who I was targeting and what would appeal to them. By exploring industry trends and analysing existing competitors, I was able to see a gap in the market which guided the development of my brand concept. User feedback was applied to evaluate each element of the concept for its feasibility and alignment for the potential target market. I then used this information to narrow down my target user and create a persona for this event, followed by empathy maps and user journeys with the aim to reduce pain points.
The end result - a successful concept for a New Zealand music event that creates a positive experience for targeted users. By combining UX research and a powerful brand analysis, I was able to position the user at the centre of my research and create a brand and website that spoke directly to them.
Final Outcome: Designing for the people.
“Sundays is a New Zealand based DJ music event run by a handful of talented music producers and has set out to explore the new talent of today. Unlike other gigs who headline already established names, they are here to capitalise the need for local and upcoming artists, thus they have formed as a community focused music event for local Soundcloud producers and music lovers. They plan to work closely with New Zealand local businesses and suppliers to source the best products and venues to bring the event to life.”