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Portfolio Project: Ilusive Projection Festival

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Assets: Logo, branding, menu design, wine label, blood bags, invitation, custom wax stamp, business cards,
t-shirts

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Background: Koven, is a 273-year-old vampire on a noble mission to host blood drives, all with the intent of acquiring blood without causing harm. Participants willingly donate blood, with Koven meticulously collecting it in blood bags tailored to their specific blood types. In return for their generosity, guests are treated to an elegant black-tie dinner party, creating a uniquely macabre yet festive experience.

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Execution: Design, concept development, naming, copywriting, tagline, and messaging

  • The Koven logo embodies a blend of romantic, traditional gothic aesthetics with a contemporary twist. Set in a modern blackletter typeface, it's complemented by a hand-painted rendition of the red cross, complete with a dripping point of blood. These logos are versatile, designed to be used independently or co-branded as needed.

  • Invitations are sent in envelopes stamped with the distinctive Koven wax seal monogram, opening into a cross shape to reinforce the blood drive theme and set the tone for the event.

  • The menu features custom-written descriptions, offering a selection of foods inspired by the cuisine of Romania, alongside items fitting for the occasion and the vampire theme.

Designing a Scalable Immersive Identity System for a Global Multi-sensory Festival Experience Across Web, Mobile, Print, Social and Wearables
 

Project:

Ilusive Projection Mapping Festival​

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Role:

Brand Identity, UI/UX Design, Interaction Design, Experiential Design, Art Direction​

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Deliverables:

Logo/Identity, Brand System, Website, Event App, Festival Guide, Wearables, Social Media

Project Overview

Illusive is a conceptual immersive arts and projection-mapping festival designed to merge music, installation art, fashion, motion graphics, and large-scale visual storytelling into a unified sensory experience.​ The challenge was to create a flexible identity system capable of functioning across multiple environments—from digital interfaces and mobile touchpoints to environmental graphics, projection visuals, print collateral, and wearable applications—while maintaining a cohesive and recognizable brand presence.​​

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The Challenge​

Immersive festivals present a unique branding challenge: the identity must remain visually impactful across constantly changing sensory environments while still guiding users through a complex event ecosystem.

The system needed to:

  • scale across digital and physical applications

  • remain recognizable in low-light and projection-heavy environments

  • support multilingual and international audiences

  • balance artistic experimentation with navigational clarity

  • create cohesion across motion, print, merchandise, and mobile experiences

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User Considerations​

​Because the festival experience spans physical and digital touchpoints, the visual system was designed to prioritize clarity, scanability, and adaptability.

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Key UX considerations included:

  • high-contrast typography for low-light visibility

  • modular layouts for responsive digital applications

  • scalable visual hierarchy for signage and mobile interfaces

  • flexible color systems optimized for projection environments

  • consistent navigation patterns across event materials

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Naming Exploration

​​The name Illusive emerged from exploring words like ineffable and elusive—ideas tied to experiences that are difficult to fully explain, capture, or contain. The festival was conceived as something immersive and almost surreal: a temporary environment shaped by light, sound, motion, and perception. Illusive became a way to express that feeling of encountering something fleeting, atmospheric, and emotionally difficult to define.​

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Key words explored included:

  • Ineffable — something too profound or complex to express in words

  • Elusive — difficult to grasp, define, or capture

  • Illusion — altered perception, light, and visual transformation

  • Liminal — existing between physical and psychological spaces

  • Ethereal — atmospheric, weightless, dreamlike

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The final name, Illusive, emerged as a fusion of these ideas. It combines references to illusion, elusiveness, and immersive perception while maintaining a distinctive and memorable identity.

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User Research

To better understand the target audience and shape the festival experience, I conducted exploratory research into immersive event culture, music festival branding, and audience engagement behaviors. This included analyzing competitor festivals, identifying visual trends within projection mapping and experiential events, and studying how attendees interact with multi-sensory environments both digitally and in person.

Research insights revealed that the target audience valued:

  • immersive and visually stimulating experiences

  • social sharing and highly branded environments

  • inclusivity and global cultural influence

  • seamless navigation between digital and physical touchpoints

  • bold, memorable branding that felt elevated yet approachable

These findings informed the visual identity, messaging strategy, app concepts, and overall experience design by emphasizing high-contrast visuals, motion-inspired typography, responsive digital assets, and a scalable brand system that could evolve across future festival locations and platforms.

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Persona

For the user flow and sitemap persona #3, Adriana was the subject

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