BORYEONG MUD FESTIVAL
BRANDING SYSTEM | UI/UX DESIGN
PROJECT OVERVIEW
Based in Boryeong, South Korea since 1996, the Boryeong Mud Festival was originally intended as a promotional event for a cosmetic product. Every year, millions of festival attendees far and wide have crowded the Dacheon beach front for a ten day festival. From July 17th to July 26th, many participants enjoy activities such as mud massage, mud wrestling, mud sliding, and for the more adventurous, survival games, and zip line rides. All these activities provide fun for the whole family.
CREATIVE OBJECTIVE
Boryeong Mud Festival focuses on a refreshing experience and carries a fun ambiance. By incorporating a simple and clean look to the website, the mud and minimalist designs leaves the viewer with a sense of wonder for what the festival may offer. Originally a dark website, the color palette would change to a more lively, summer-related theme to help maintain a semblance of youth. It will employ a system that would help advertise an overall friendly festival, with influences of Korean culture.
BRAND VALUES
Simplicity
Mud Experience
Amiability
Adventure
Community
IDENTITY
LOGO
Inspiration for this logo came from the symbols of the Korean flag melded with the texture of mud. The crafted typography was influenced by the Korean language and a bold typeface that gave it it’s geometric shape.
ALTERNATIVE LOGO & DESIGN ELEMENTS
The alternate logo was designed with a diverse summer inspired palette that would be used for cases providing a more legible and clean aesthetic.
COLOR PALETTE
The color palette was influenced by the colors on the Korean flag, toning down the harsh reds and blues for a more playful, summer-like ambiance. The gray portrays the refreshing color found at the mud flat.
Juxtaposing the secondary color against the gray, adds a more vibrant feel to the festival.
TYPE PALETTE
Jaapokki and Jaapokki Subtract is used throughout it’s branding, in the logo as well as short headlines. Bariol is used for the body type and throughout the website and app.
TOUCH POINTS
PAPER SYSTEM
The standard letterhead has a mud splash at the bottom, contrasting with the salmon colored back. The address and general information will display in salmon Bariol typeface, the rest of the letter will be a default black.
The envelopes included in this stationary set would be similar to the business card; the front side would have a mud splash in the corner and the back would be bare. The inside of the envelope would open up to a salmon tint.
The business card will display the logo on the back side and the front side would have a similar mud splash like the stationary.
MERCHANDISE
TOTE BAG/ BACK PACKS
The bags available for purchase would be two different tote bags, with the option of a drawstring backpack for those who want their arms free during events.
T- SHIRTS
The t-shirts depict a playful mud splashing pattern in the front and hand prints that imitate a hug for the back.
ADVERTISEMENT
SIGNAGE / POSTERS
A minimalist approach with the muddy hand print is the main design element. The geometric logo, used in place of the original, plays against the organic print.
ENTRY & ADMISSION
There will be options for daily, weekly and VIP passes, each color coded for easier inspection by the staff. The daily passes will alternate colors based on the warm colors of the palette. Weekly passes will alternate between purple and blue depending on which half of the festival they are attending. VIP passes are grey and valid throughout the whole festival including general admission for the final concert.
Badges will be used for staff, press and VVIP Admission for the final concert at the end of the festival. Both passes will allow early entrance and have closer seats at the venue.
INTERACTIVE COMPONENTS
PERSONAS
Ji Hyeong Do, Police Officer, 38
Ji Hyeong Do is an outdoors man, enjoys adrenaline rushes and served in the Marines for his required enlistment of 2 years.
Ji Hyeong Do, late 38 years old, is a police officer from Busan, South Korea. His wife died in a car accident about three years ago and she originally resided from Boryeong. He enjoys going to the beach with his son in memory of his wife and even though he’s always lived in Korea, he’s never attended the Mud festival. Her side of the family recently invited him to the festival and he wants to enjoy his time fully, taking part in as many events with his son.
Mike Nguyen & Alyssa Fierro, 24
Mike is a Vietnamese computer science major who in his free time, codes websites. Alyssa is a Spanish Speech Pathologist that practices Vietnamese and Korean on her spare time.
A couple of 24 year olds thirsty for adventure, Mike and Alyssa decided to travel to South Korea because Alyssa enjoyed listening to Korean Pop and heard the Mud Fest holds a K-pop concert at the end. As a graduation gift, the couple traveled to Korea, Mike, a tech nerd is known for being prepared and plans out every aspect of their vacations; he would find the app essential.
Zach Johnson, Photographer, 25
Zach is a 25 year old photographer from Miami, Florida. He’s well known to shoot events such as festivals and anything overrun with celebrities, catching live and energetic filled photos. Flirty and loud, he enjoys Asian pop culture, and has an eye for attractive girls (which might find him blacklisted).
PROCESS WORK & WIREFRAMES
LEGIBLE PROCESS WORK
MUD FEST APP
The application is geared towards the festival attendee.
It includes:
Festival schedule
Customizable agenda
Group meet ups for team based events
Customizable profile with
Event history
Black listing [preventing certain people from viewing your profile]
Personal Gallery
Public photo gallery for app users
Private messaging system with group chat options
WEBSITE
The site would provide information such as the original mud story, events, a photo gallery that showcases all the events, contact information, address, and the ability to log into the application profile for editing.