Mindset of Design
A festival reimagined at the intersection of design, community, and social impact
Industry
Services, Education, Community, B2C
Role
Brand strategy and design
Year / Duration
2018
Overview
In 2018, three organisations – Creative HQ, Openfield, and Springload – launched a unique festival in Wellington, New Zealand. The event, Experience Week, aimed to shift attention away from technology’s dominance in society, instead emphasising the human stories and communities behind impactful design.
The festival’s name and identity didn’t quite capture its ambition; to inspire new ways of thinking, create meaningful connections, and spark lasting change through human-centered design. Drawing on feedback from attendees and hosts, the founding partners worked to reimagine the event.
Results
I led a strategic process to realign the festival’s identity and goals. The outcome was Mindset of Design (MOD), a rebranded festival aligned with four pillars; design, community, experience, and social impact. The relaunch of the Mindset of Design (MOD) festival delivered results within its first year:
170% increase in registrations
as the festival resonated with a wider audience
370% boost in attendance
driven by refined messaging and improved user experiences
311% rise in digital engagement
following a targeted marketing campaign and updated web presence
Misalignment, estabilished competitors and limited growth opportunities
Despite its initial success, the festival faced several challenges:
A mismatch in identity
I undertook research with 10% of the 2018 audience and speakers. This feedback revealed that the name "Experience Week" failed to capture the festival's goals or vision.
Strategic alignment
The founding partners needed to refine the festival’s vision and outcomes to ensure its longevity and relevance.
Standing out in a competitive market and growth opportunities
Competing against well-established tech-focused events required the Mindset of Design festival to carve out a distinct niche.
A modular brandmark, reflecting the festival’s dynamic character
After the initial discovery, I led a series of vision and goal-setting workshops with the founding partners. The resulting relaunch was more than cosmetic. Rooted in strategy and a bold vision for the future, the updated brandmark, designed by Josh Twaddle, drew upon the interconnected nature of the event.
We re-introduced MOD with a custom website, an updated colour palette for digital accessibility, and a marketing campaign to bring the new identity to life. By focusing on human stories through photography and refining the festival’s messaging, MOD became a space for exploration and emerging ideas.
What I did
Strategy
Discovery and user research
Values, purpose, proposition and personality
Language, tone of voice and messaging
Competitor analysis
Design
Adapted brand assets for digital
Design systems and guidelines
Content and information architecture
Collateral design
Website design
Art direction
Brand animation
I'm always keen to collaborate when I have the time. Give me a shout about an upcoming project, email:
© Copyright 2017–2024 | Kelcey Braine