Design management, Creative Direction, Illustration, Visual Design
As part of the promotion for the festival season the Ticketmaster UK marketing team commissioned an in-house campaign to drive traffic to its Festival Guide landing page and engage users via editorial content on the blog. The landing page was a central hub that allowed users to browse all festivals by region and music tastes. In order to capitalise and promote the vast offerings available, the campaign objective was to aid users in a humorous way identify which festival to go to by identifying what type of festival goer they were.
I was put forward as the designer to pitch for the work and my illustration concepts were successful in the bid against external agencies. Developing the illustrations meant working closely with the marketing team to create a library of 14 different characters. Not all concepts went through so a final selection of 9 were completed and prepared for digital. Being a segmentation project for an international company meant that the illustrations needed to show diversity and couldn't cause offence, whilst having a tongue-in-cheek nod to stereotypes.
Selection of Final artwork
Character Landing Page
The campaign functionality was was based on a quiz format of eight questions, leading to a character landing page. This would contain a brief description of the character with the illustration and include links to official festival websites, ticket purchases on the Ticketmaster website, other recommended festivals and opportunities for sponsorship and advertising. To continue support for the campaign I worked with the agency to integrate the illustrations onto the then style of landing pages I supported in-house.
Due to the limitations of the header and footer not being responsive on the main UK website, the experience was not optimised for viewing on mobile or tablet devices. Below is an alternate concept I worked on for the design and interface incorporating a bright colour palette and user friendly experience which was more inline with an app experience over a static page.