VULTURE FESTIVAL
Off the Screen & IRL
Vulture is New York Magazine’s pop culture obsessed digital vertical . In 2014, the Vulture brand was expanded into an annual weekend of live events. My team and I designed the branding, digital, advertising, and experience for the original “Pop Culture Extravaganza.” Each year, we evolved the brand as the Vulture Festival grew from a regional event into a highly anticipated festival on both coasts, grew over 4x in size, and attracted major sponsors including AT&T, Turner and Audible.
2018 Vulture Festival New York shown. Read a case study of the Vulture Festival branding process and examples of other years here.
Role: Creative direction, UX strategy
We developed a visual language based in the Vulture brand, infused with a touch of pop art, and the kind of frenetic layering you might find in flyer and stickers on a wall of a comedy or rock club. The brand system was applied across all touchpoints: print, digital and experiential.
WE MADE IT ON BROADWAY
We designed and animated spots that ran on digital billboards in Times Square.
A ROBUST DIGITAL PLATFORM
The goal of the Vulture Festival website was simple: convert site visitors to paying attendees. We treated this microsite as if it was a digital product, doing deep dives into the marketplace, interviewing stakeholders, writing UX strategies, wireframing prototypes, designing intuitive UI with engaging visuals, and providing technical documentation for our developer partners. And we sold a lot of tickets.
ENVIRONMENT AND EXPERIENTIAL
The Vulture Festival brand language was extended throughout the venue environment, including event screens, passageways, and exteriors. We designed the Vulture Lounge, a space where guests enjoyed post-event drinks and sponsor activations.
