Enhanced Online Experience for a First-Year Festival

Murmuration Fest is a premiere festival, integrating science, music, art, and technology. In nature, a murmuration is a flock of starlings that produces intricate patterns during flight. This first-year festival set out to build an experience that replicated this phenomenon through combining a multitude of cultures and industries to create something that has never been seen before. The founder of Loufest, St. Louis’ famous music festival, partnered with the local Cortex district to produce this new festival in the city’s center of innovation, technology, and entrepreneurship.

When Murmuration approached us, they had a visual direction for their brand. They really liked it, and we did too. So, we collaborated with them to make sure that the visual elements that represented the festival were put to good use on their new website. First, we started with sketches, and then some more official compositions, all the way through to interactive prototypes, before we would settle on the concept that would ultimately be presented to our client team and come to life.

Since Murmuration was a first-year festival, we didn’t have many assets like photography or video to work with. In order to build the experience we knew this project deserved, our design team worked with Murmuration to develop an icon library that would wind up helping tell the story and translate to wayfinding signage and print materials.