CLIENT:
Pickathon
ROLE:
Design Direction / Branding
TEAM:
Studio Mega—Kassie Panther, Tina Roach, Ken Watanabe, Victoria Wells
Pickathon is a Portland music festival known for its unique rural location and collaborations with designers, artists, musicians, and experimentalists alike. Their crew reach out to design a branded space, combining psychedelia and Western, for one of their neighborhood entry experiences: The Orchard.
This was a bit of a passion project—rounding up a team of music fanatics to support a local event. I directed a small team of designers to develop a visual system that could be utilized by featured mixed media artists and wayfinding elements within the space, over the course of the weekend.
The Orchard visual system was designed to shift with the lighting and energy of the space, creating a visual intent for 'day mode' and 'night mode'. Day mode was all about capturing 60s/70s folksy graphics and type, reflective light, and a warmer color palette. Night mode leaned harder into psychedelic, stimulating graphics and a cooler palette—think melting disco balls, tachyon visuals, and trippy folklore.
Wayfinding elements and social graphics were designed to be used as promotion for and within the event space. The visual system was shared with artists featuring work within the space so that they can take inspiration and leverage assets to create their own art.
