The word Coachella carries with it a long and complex history. Coachella is a misspelling of the valley’s previous name, Conchilla, the Spanish word for “little shell.” Conchilla refers to the fossil shells that can be found in the area dating back 3,000 years to a time where the region thrived with lakes and animal life.
The event Coachella is a massive, multi-genre music festival that carries with it its own history and culture--one of modernity, excitement, and engagement that is mostly geared toward a young adult audience who gather in the desert for a weekend of fun and entertainment every summer.
This systems design rebrand harnesses both Coachella the music festival and the Coachella Valley’s rich geographic history by using imagery that alludes to water, fish, and snail shells--along with the region’s desert and big sky elements. The concept was to relay a historical and contemporary relevance by playfully utilizing bright colors, friendly typography, and adaptability. The campaign offers a range of compositions, complimentary styles, and approachability, and can be utilized for a variety of outputs.
The project began with researching how the music festival was unique to other music festivals that take place in deserts across Southern California. Early explorations focused on the Coachella Valley’s unique history in more of a representational style, using photography and layered illustrations of shells, dust clouds, fish, ferris wheels, palm trees, and sky into landscape scenes with a foreground, middleground, and background. Through several iterations, the essence of the Coachella Valley Music and Arts Festival was the most important element to highlight, and this was best done through abstraction. The colors are derived from the brilliant sunsets that are iconic to the valley; the final outcome is bright and chaotic, asking the viewer to sift through the layers of an abstracted landscape that suggests a context simultaneously historic and contemporary, somewhere between earth, sky, and water.
Bubblegum Pop and Cubano
18 in. x 24 in. Promotional Poster
14 ft. x 48 ft. Poster
Variable Size Logo
4 in. x 3 in. Festival Passes (Front and Back)
18 in. x 24 in.
14 ft. x 48 ft.
10 ft. x 13.3 ft.
4 in. x 3 in.