A branding and event design kit developed for
El Dia de La Raza event in Clinton, Connecticut to better the experience for both those in attendance & the staff. 

ROLE & RESPONSIBILITIES
Researcher, UX Designer, Graphic & Brand Development
Responsible for conducting research at the cultural event, site analysis, and spatial layout, interviewing both patrons and staff and developing a kit and a graphic identity for the event. 

PROJECT OBJECTIVE

Understand the problems the Dia de la Raza event is having from internal staff responsibility, the layout of the event space to pain points experienced by those in attendance and design based the findings.

FOCAL QUESTION

What issues exist before, during & after the El Dia de La Raza Event? How can branding re-design help address these problems?

Before starting the research, I wanted to understand my working knowledge about the event and use it as jumping off point for research development. 

LIVE DANCING

NO MEDICAL ASSISTANCE

NO PLAN B

ITS AN OUTSIDE EVENT

NO EVACUATION ROUTES

THERE ARE FOOD VENDORS

NO SIGNAGE

RESERCH PHASE

After understanding my working knowledge about the event, I conducted interviews with the event coordinator, country representatives and supporting staff to understand how the event gets organized. 

ATTENDING THE EVENT

To get a sense of a user journey, I attend the Dia de la Raza event on October 9th 2016. 

INSLIGHT &
DEFINING PROBLEM AREAS

Problem re-defined – Arriving at the event there was a realization that this path of inquiry was more than a simple re-branding project.  I mapped the space an began understanding behavioral patterns and noting of problem areas regading workflow and space usage. 

DESIGN GOALS

What my expectation were when the project began and how it evolved over the course of the project once I realized what the real issue were. 

BRAND IDENTITY & KIT

Insights pointed that a brand identity was needed for the event to elevate is exposure and create a unity among the participants.  It would allow for a clear identification of the event itself and its contents. (Also it would allow for the development of a signage system.)

Using themes found on Latin American country flags and the idea of an adaptable identity that can change as the event evolves and country participation changes from year to year, I developed this logo idea. Where there were elements that could be combined and create a long when a change was a need. Additionally, a kit will help aid in the consistency to the food booths. 

SPATIAL LAYOUT

In addition to a functioning branded wayfinding system, the event also lacked organization and aided in the congestion of people, therefore, I created maps that rework the space and staff journey throughout the event space.

FEEDBACK

After the conclusion of this project, I presented my findings to committee members of the Dia de la Raza event, and I am happy to report that these ideas are being discussed to be implemented into the event.