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Beervana, a new festival experience

@Beervana | #UX #ProjectManagement #WebsiteDev #ProgressiveWebApp #Event

A new look for New Zealand's biggest celebration of good beer! Expand your mind at Beervana 2022.

OVERVIEW

In 2022, Beervana got a fresh new look that aimed to keep the festival relevant, fresh, playful and engaging.

My role was to design and implement the new colourful brand and brand personality throughout a reimagined online user experience. I then project-managed the development of the new platform working with our web agency and produced various digital assets for the marketing campaign.

A new mobile-responsive web app

Up until 2021, the website's main purpose was to direct users and help convert leads into buying festival tickets. There was an existing separate mobile app for in-festival experience which was only used for two days when Beervana was on.

The new brand presented an opportunity to rebuild the user experience online, improve user retention by integrating functionalities from the mobile app which would make the digital experience more seamless and help with user retention and overall engagement.

Using the UX design tool Figma and working closely with our web agency Haunt Digital, I built and designed the new website UI and project managed the development of the new website.

From this...

TO THIS

The bridge between weird and wonderful is a web app

The new website is built within Dato CMS, a headless CMS that allowed us to shift key functionalities from the previous mobile app into the new responsive web-app and add more:

a praise system allowing users to send cheers to the beers they try during their Beervana session. Most praised beers were then displayed on-screen during the event.
wishlisting so that punters can create their beer wishlist before the event
a mobile toolbar to allow festival attendees to navigate the festival programme during the event
sorting and filtering

The new website was built by Haunt Digital, a NZ based web agency.

Beervana's first scavenger hunt | In-venue activation

When the Sunshine Coast joined as a sponsor of the festival, the brief was to create a fun and interactive activation for festival attendees that would build long-lasting memories and market the Sunshine Coast as Australia's Craft Beer Capital.

Beervana 2022 saw the first-ever cross-digital / in-venue activation. Using their phones, festival attendees had to hunt for the icons following clues, all attached to a characteristic of the Sunshine Coast.

The game was hosted within the newly built responsive web app and once completed, users automatically entered the draw to win a holiday to the Sunshine Coast.

NEW BRAND
ACROSS COLLATERALS

Enter a beer wonderland at Beervana 2022

Working with our video agency, I produced and art directed the edit of the 2022 promo video. It features footage from the 2021 edition with animated elements from the new brand overlayed. I also created various campaign assets that would be used for paid advertising online and in-situ.

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