Electric Forest already had a deeply loyal fanbase, but its digital experience hadn’t kept pace. The website and brand system were over a decade old and no longer reflected the energy, creativity, or community that define the festival. The challenge was to refresh the identity without losing what fans loved, while creating a modern, cohesive experience across branding, web, and future touchpoints.

The goal was to give Electric Forest a new visual language that felt alive, immersive, and intentional. That meant rethinking the logo, building a flexible style guide, and designing a website experience that was easier to navigate, more engaging, and ready to scale. Everything needed to feel connected, from typography and color to motion and UI patterns, while still leaving room for the festival’s evolving storytelling each year.

Collaboration was key. Working closely with UI designers and partners, we focused on maintaining consistency across platforms and ensuring the new system felt intuitive for fans discovering lineups, planning their trip, and reconnecting with the Forest.

The rebrand gave Electric Forest a fresh, modern identity while staying rooted in its heritage. The new visual system made space to celebrate the festival’s history and storytelling, while creating a cleaner, more flexible foundation for future seasons.

The website redesign focused on clarity and ease. Fans could quickly find what they needed, from tickets and camping to parking and nearby stays, without losing the sense of magic that defines the Forest. The experience helped support a smooth buying journey, contributing to the festival selling out following its first redesign.

Third-party traffic estimates showed strong engagement around ticket on-sale and lineup announcements, with noticeable spikes during peak demand. The audience skewed heavily mobile, reinforcing the importance of a clean, intuitive, mobile-first experience.

The redesigned site helped fans quickly access tickets, camping, parking, and nearby stays, while still honoring Electric Forest’s visual heritage. Strong direct and search-driven traffic suggested high intent, and the festival sold out following the redesign. Together, these signals point to a digital experience that supported both excitement and conversion during the most critical moments of the fan journey.

Overall, the project balanced evolution and familiarity, delivering a refreshed brand and a more usable digital experience that supported both excitement and real-world planning.

Art Director

• Led art direction for the rebrand and redesigned website and app

• Modernized a 10+ year fan experience across ticketing, camping, and planning

• Partnered with a UI designer and collaborated with developers, marketing, and stakeholders

• Helped deliver the relaunch in under six months while keeping form and function aligned

• Contributed to a scalable AEG festival template for more consistent future experiences