As a fellow concert-goer and listener of the Pop-Punk genre, I knew what the expectations of the regular concerts were and we unanimously agreed that we didn't want to blend in with the rest of them - we wanted to create something new.
TimeCapsule Festival - later renamed Austin Underground - was going to be a cellphone-free environment where attendees would go with friends and have a good time without the need of getting distracted by technology and missing out on the here and now.
We wanted our event to be as local as possible, so another one of our main points was that there would be no online sales. If someone wanted to attend, they would have to venture out of their rooms and visit a record store, a concert venue or one of the potential sponsors to get tickets/wristbands for the festival. We understood that big names would possibly attract out-of-state crowds, but in order to preserve the originality of the event, we stood our ground on "no online sales".
Unlike big festivals, we wanted this one to be held throughout the city, not just in one place. Since 6th Street is notorious for its bar scene and local venues, we figured having it in that area would be best - however we never had the time to plan out where exactly the festival would be held. We did decide to include wayfinding on the streets in the form of chalk stamps on pavement and walls to announce locations and general directions. A map of the area we would host it would be essential for the wayfinding of attendees but time restraints prevented us from creating one. Having a scattered festival instead of a stationary one would be more of an adventure for attendees to explore the city while also finding their way to their favorite bands.
The Pop-Punk scene has historically been known for being DIY. With bands recording out of their garage or bathrooms and handing out handmade posters/CDs in the lines for other concerts. We wanted our identity to reflect that.
We agreed that the best way for our attendees to find out about our festival would be through posters, which became the main focus of our identity. With bright, bold colors and torn paper splattered with my hand drawn doodles, we created what Austin Underground would feel like.
Part of the fun in attending the festival would be getting the wristbands. Since we would only allow wristbands to be sold at a store, in person, it would force attendees to interact with other people in the music scene, whether it's the cashier at the record store or an old friend they bump into while waiting in line.
Paired with a map, attendees could follow clues left on sidewalks, maps and other venues to move onto their next location. Not only would this benefit attendees, it would also engage people unaware of the festival.
The 2nd day of the workshop, we were critiqued by our fellow student groups and both Beth and James from Warrior Studio and our instructor Jim Walker. The feedback we got was positive, mostly indicating the success of the brand and its correlation with the music scene it was targeting. There were some issues about the original name "TimeCapsule" that didn't quite reflect in our brand, which led me to re-brand the project on my own.