LIFTOFF
(INDIA · 2024)
(WEB DESIGN)
DELIVERABLES.
Style guides
Microsite
Wireframes
Prototypes
Mockups
The project was to design a microsite for VH1’s (American TV Channel) "LiftOff", a cultural fest aimed at Gen Z. The event was a celebration of hip hop and subcultures, including street fashion, graffiti, breakdance, and skater culture. The objective was to create a platform that would not only facilitate event registration but also resonate with the vibrant energy of the fest and its audience.
PROCESS.
Research
Discovery
Ideation
Design
UNDERSTANDING THE USER.
Targeted Gen Z, known for digital savviness and authenticity. Researched their preferences for unique experiences and short digital content attention span. They are also known to be trendsetters, particularly in the realm of digital design.
DESIGN IDEA.
The design approach was rooted in Neo-brutalism, a style that combines traditional layout concepts with solid colors and unique typography, creating a bold and raw aesthetic.
IMPACT.
↗ Increased VH1’s social media by 5% presence in India.
↗ Boosted VH1’s brand recognition among Gen Z.
↗ Played a key role in promoting urban culture.
