Arroyo Seco
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Hospitality & Travel
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Mobile App
Defining the next great summer festival
Experience & UI Design
Web, App & Product Engineering
Brand Development
Motion Design
Illustration
Challenge.
Build a complete festival brand — from scratch, from a vibe.
Goldenvoice — the minds behind Coachella — were debuting a new sun-soaked California festival combining music, gourmet food, and the charm of Pasadena. They came to us with little more than a general direction. Our job was to build the brand, create a digital home for the festival, and drive awareness through social media — creating a full visual identity and digital presence before the first headliner was even announced.
Challenge.
Build a complete festival brand — from scratch, from a vibe.
Goldenvoice — the minds behind Coachella — were debuting a new sun-soaked California festival combining music, gourmet food, and the charm of Pasadena. They came to us with little more than a general direction. Our job was to build the brand, create a digital home for the festival, and drive awareness through social media — creating a full visual identity and digital presence before the first headliner was even announced.
Solution.
A hand-crafted visual identity and an unconventional website that set the tone for everything Goldenvoice does online.
To capture the sun-soaked California spirit of Arroyo Seco, we turned to illustration. The hand-crafted look and feel influenced every part of the festival experience — from the website to social content to on-site materials. The website itself defied convention: a side-scrolling journey filled with surprise interactions and important festival details. The result didn't just launch a festival — it set the creative direction for all of Goldenvoice's digital properties.
Solution.
A hand-crafted visual identity and an unconventional website that set the tone for everything Goldenvoice does online.
To capture the sun-soaked California spirit of Arroyo Seco, we turned to illustration. The hand-crafted look and feel influenced every part of the festival experience — from the website to social content to on-site materials. The website itself defied convention: a side-scrolling journey filled with surprise interactions and important festival details. The result didn't just launch a festival — it set the creative direction for all of Goldenvoice's digital properties.
Instagram followers at launch
Social engagement rate
Sold-out festival
Brand Identity
A festival brand built on illustration.
With a product that didn't fully exist yet, the brand had to do all the work. We developed an original illustration system drawing from the California landscape — sun-baked colors, organic shapes, and a handcrafted aesthetic that made the festival feel alive before a single ticket was sold. The look scaled across every touchpoint: web, social, and on-site.
Brand Identity
A festival brand built on illustration.
With a product that didn't fully exist yet, the brand had to do all the work. We developed an original illustration system drawing from the California landscape — sun-baked colors, organic shapes, and a handcrafted aesthetic that made the festival feel alive before a single ticket was sold. The look scaled across every touchpoint: web, social, and on-site.
Social Content
A day in the park, brought to life before it happened.
To build anticipation on social, we created a series of lively animations inspired by the festival's lineup, location, and atmosphere. The animated content brought the Arroyo Seco spirit to life — giving audiences something to feel before they had any reason to believe it was real.
Social Content
A day in the park, brought to life before it happened.
To build anticipation on social, we created a series of lively animations inspired by the festival's lineup, location, and atmosphere. The animated content brought the Arroyo Seco spirit to life — giving audiences something to feel before they had any reason to believe it was real.
Web Design & Development
A side-scrolling journey that stood out in a sea of template-driven event sites.
The Arroyo Seco website wasn't a typical festival site. We built an unconventional, side-scrolling experience filled with delightful surprises and all the festival details guests needed — matching the personality of the event itself and setting it apart from every other music festival online.
Web Design & Development
A side-scrolling journey that stood out in a sea of template-driven event sites.
The Arroyo Seco website wasn't a typical festival site. We built an unconventional, side-scrolling experience filled with delightful surprises and all the festival details guests needed — matching the personality of the event itself and setting it apart from every other music festival online.
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We presented Mondo Robot with a difficult problem, design a website for a brand new festival with not much more than a general 'vibe.' They completely knocked it out of the park and produced a site that has lead the direction for all of our digital properties.
Goldenvoice
“
We presented Mondo Robot with a difficult problem, design a website for a brand new festival with not much more than a general 'vibe.' They completely knocked it out of the park and produced a site that has lead the direction for all of our digital properties.
Goldenvoice
