lollapalooza
Research
I start every project understanding the limitations I am working with. This often is informed by the Brand Guidelines.
Fortunately, Lollapalooza's brand identity is well-established, with a wide range of assets and clearly defined colors. This makes it much easier to maintain consistency and stay true to the brand.
Source: someoddpilot.com
Ideation
To create my mood board I ask myself the following questions:
What already exists? How can I innovate & elevate what has proven to work? What feelings am I trying to invoke?
Most importantly: How can I combine T-Mobile & Lollapalooza’s brand identity while elevating the customer experience?
Alternative | Urban | Loud | Energy | Authenticity
Create!
Informed by research and existing limitations, I have a timed creation session. 4 hours on the timer, flow…
Here’s the key art that I ideated for T-Mobile’s activation at Lollapalooza. Aspects of this key-art were used all over the activation for the signage, walls, phone chargers and more.
Ideation 1: Chicago City Scape
Ideation 2: T-Mobile Meets Music Scene
Render of City Direction **Note: Render was not created by Noyonika Nath**
Close up of Vector Illustration
Bar Back Ideation
**Note: Render not created by Noyonika Nath**
**Note: Render not created by Noyonika Nath**
original penguin
Research
Original Penguin originally started in 1955. This brand screams mid-century modern. However, in recent years Original Penguin has transitioned it’s marketing strategy to be geared towards sports. I knew this was my opportunity to bring the brand back to its heritage and re-dominate the lifestyle apparel market.
Ideation
To create my mood board I ask myself the following questions:
What already exists? How can I innovate & elevate what has proven to work? What feelings am I trying to invoke?
Most importantly: How can engage the customer through the trade booth’s design?
Classic | Savvy | Mid-Century Modern
Since this was my first time creating a Trade booth, I wanted to research how brands utilized the space. The following are existing trade booths that I was inspired by.
Moodboard
Mid-century modern aesthetics are defined by their clean, minimalist design, emphasizing functionality and simplicity. This style is known for its sleek lines, organic shapes, and a harmonious blend of natural and man-made materials. Geometric patterns and bold, abstract prints are common in textiles and wallpapers, adding a graphic touch to interiors. Mid Century Modern is where form and function seamlessly merge with retro flair.
Creation
Based on research and the existing limitations, I designed several 3D models to plan the graphics, furniture, and create vinyl print files. Drawing inspiration from Original Penguin's sizzle reel, I reimagined the graphics and integrated them into a cohesive Mid-Century Modern theme, blending these aesthetics with natural elements like wood. To keep costs down, I opted for a large vinyl file that mimicked the look of wooden flooring rather than using actual wood. Additionally, I sourced budget-friendly furniture that would complement the overall aesthetic while staying within the budget constraints.
