Deadlines were imperative, and I had to find ways to work with incomplete information to create something that was on-brand for Huawei but also fit in to the SXSW landscape. The initial scope of the campaign did not include printed venue banners, which was a request that came up at the last minute. I was able to pivot and turn these around quickly and communicate directly with our vendors to ensure everything went smoothly.

For the kick-off, I worked with another designer to provide concepts for consideration. The client selected my design on the right to move forward with as it aligned more closely to the brand and vision for the campaign.

I had to plan for several different stages in the lifecycle of the landing page. This included a pre-launch page with countdown, the livestream version of the site, post-event messaging, posting the livestream up to the site for those who missed the event, and a tabbed experience to showcase all the artists who were featured in the showcase. Below are the wireframes I created to guide my designs.

One of the biggest challenges I faced during this project was a lack of assets, and I also didn’t know who the featured musicians would be until days before the event. So, I couldn’t rely on any promotional imagery from the artists. Because of this, I searched for visuals that focused on the acoustic element of the event and less on representing an individual artist. I chose to keep the key art black and white to maintain emphasis on the colorful branding and promotional messaging on the page.

The final version of the landing page included tabs for each featured artist. An unanticipated challenge was dealing with a lack of assets from the event. I had to rely on the video footage that was captured to grab images of each artist for use in the main header area. I adjusted all key art to be black and white to ensure visual consistency.