We began by researching music festivals across the nation to set a baseline for audience expectations. We worked with LA PRIDE organizers and local vendors to solidify the tone of voice and visual identity. Once the brand was established, we began architecting the digital experience. We mapped user journeys on both desktop and mobile devices, streamlining the ticket purchase conversion. We created an interactive artists section with imagery and bio information. What’s more, we built a dynamic performance schedule that connected the dots between artists’ performance times and location and date information. Because a majority of traffic comes from mobile phones, we placed extra emphasis on ensuring a simple, and optimized mobile browsing experience. To amplify the experience, we integrated a custom Spotify playlist to give visitors a sample of the featured artists’ music.