The Digital Seine project was the result of a design challenge to create a brand for a music festival. Given two random genres—in this case, french pop and techno—I was tasked with designing a name, logo, poster, digital ads, and swag kit, with room for two proverbial sponsors. With these constraints in mind, I conducted extensive research to build a festival ethos and design that would draw listeners across both of my genres. Digital Seine festival-goers could take refuge from the summer night in the dark, strobing corridors of the iconic Paris club La Machine Du Moulin Rouge—enjoying both flowing french pop and rhythmic techno in a contemplative, experiential environment. The image of a pastoral lamb overcast with static in a dark box felt appropriate for the festival I’d envisioned, along with flowing text to bring to mind the real Seine. For the festival poster, I designed dancing silhouettes disappearing into a darkened tunnel. Finally, I applied the Digital Seine brand to two real-life consumables that might appeal to my audiences. I’ve also included two earlier logo iterations, which, though less readable and striking than the final, were still useful for my brand design process.

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