Rebranding Project
Intro
Project Description & Context
As the lead visual designer in a four-person team, I designed most of the visual materials for White Rock City Orchestra's rebranding project. My work spanned brand strategy, personas, campaign posters, journey maps and brand books to create a cohesive experience that drives business growth and user engagement.
Problem Space
The White Rock City Orchestra, a local non-profit, was looking to strengthen audience engagement and encourage more consistent attendance. They were interested in a research-driven design approach that could help them better understand their audience and create a more connected, memorable concert experience.
Team:
- Branding
- Project Time: Sept-Dec 2025
- Course: IAT 333 - Interaction Design Methods
- Project Type: Client-based UX research & design
- Team: 4 members
- My Role: Lead Visual Designer
Ethnographic Research
We used observations, surveys, and interviews with orchestra members and attendees to understand the concert experience. I drew on these findings to guide the visual direction and design materials.
Persona Development
Using the research insights, I synthesized the data into three key personas: The Business, The Classical, and The Family. Each represented a distinct audience segment with different goals and engagement patterns. Visualizing these personas helped clarify who we were designing for and guided the direction of the experience improvements.
-persona design-
-landing page revamp-
Journey Mapping
To identify where design intervention would be most impactful, I mapped the current end-to-end concert-goer journey. This revealed three major friction points across the discovery, attendance, and post-concert stages. I then created an ideal future-state journey that addressed each pain point and outlined how design changes could support a smoother, more engaging experience.
-Journey map-
Prototyping & Design Development
With a clear understanding of user needs, I moved into prototyping. I designed campaign posters and presentation materials using minimal-resistance layouts to improve clarity and help audiences absorb information quickly. These prototypes were refined through feedback sessions and a participatory workshop with potential users, ensuring the solutions aligned with real expectations and behaviours.
Brand Book Delivery
The final deliverable was a complete, ready-to-use brand book for the client. It established a cohesive visual identity, typographic system, color palette, and long-term design standards. The brand book also included recommendations for a more streamlined ticket-purchase experience, supporting the client's goal of improving audience engagement over time.
-Final brand book-
Challenge
Translating personas and journey mapping into executable design solutions was the most challenging part of the process. Some friction points uncovered during research were simply bigger than what the timeline and resources allowed for — so we had to reframe what we presumed to be the strongest long-term proposals, like a full website revamp, into targeted solutions that worked within the client's existing infrastructure. The priority became actualizing short-term goals first, while leaving the door open for larger changes down the road.
Reflection
This project taught me how dynamic real client work can be. Requirements shifted as we uncovered new insights, and I learned to adapt quickly while keeping the design grounded in research. It also strengthened my ability to communicate design decisions clearly and align different stakeholders around a shared direction. If I were to continue this project, I would explore ways to test the brand system across more touchpoints to validate its long-term impact.
Next Work
