
RISE Festival 2025
Designing an end-to-end festival experience for 40K+ attendees, from UX flows to branded campaigns.
Challenges
Organic & Paid Marketing
Brand Identity
UX Design
Motion & Video
Research
Strategy
RISE Festival’s 10th anniversary marked a turning point: recently acquired by a new owner, the event aimed to scale 10x and position itself as the world’s largest lantern festival. With 40K+ ticket holders expected and headliners like Rüfüs Du Sol, Calvin Harris, and John Mayer, the brand needed to elevate its visual identity and digital experience.
As the sole designer, I led end-to-end creative over 12 months, crafting UX flows, a full website redesign, branded campaigns, social content, paid media, email, and experiential assets, while collaborating with the PM, CD, PR firm, paid media agency, and internal marketing team to deliver a cohesive experience for 40K+ attendees and attract entirely new audiences.
Educating new audiences on what RISE actually is, a hybrid of music festival, lantern ceremony, and art experience was the first hurdle. Marketing was further complicated by a lack of footage that reflected the newly scaled festival and evolving brand guidelines, which made it difficult to maintain consistency in cadence, tone, and style across campaigns.
Website Experience
Top-of-funnel campaigns successfully drove 300K+ site visits, but drop-off was severe: 92% abandoned at the ticket packages page, only 39.5% explored ticket details, and just 35% advanced to purchase. A competitive audit revealed that unclear education & clunky navigation across ticket types and days were blocking conversion. I pitched & designed a new interface that reduced abandonment from 92% to 77%, directly increasing ticket sales.
Web & UX Redesign
Organic Social & Paid Media Design
Pitch deck outlining design opportunities and problem areas contrasted against Lollapalooza’s web experience & the resulting design updates informed by user data.
Over the 12 month span of creating all content for the instagram, we grew the account from 145K followers to 183K followers. I designed everything for RISE Festival’s 10-year marketing campaigns, scaling Meta spend from $2K → $5.5K/day with 55x+ ROAS, while driving 1.8M+ organic views and UGC engagement rates up to 35% vs. <2% on curated posts. I constantly had to change the direction of the creative based on marketing data & ad pool fatigue.







RISE FESTIVAL 2025
Designing an end-to-end festival experience for 40K+ attendees, from UX flows to branded campaigns.
Brand Identity
UX Design
Motion Design
Research
Strategy
RISE Festival’s 10th anniversary marked a turning point: recently acquired by a new owner, the event set an ambitious goal of scaling 10x to position itself as the world’s largest lantern festival. With 40K+ ticket holders expected and headliners like Rüfüs Du Sol, Calvin Harris, and John Mayer, the brand needed to elevate its visual identity and digital experience to match the new scale.
As the sole designer, I led end-to-end creative over 12 months—crafting UX flows, a full website redesign, branded campaigns, social content, paid media, email, and experiential assets. I partnered with the PM, CD, PR firm, paid media agency, and internal marketing team to deliver a cohesive experience for 40K+ attendees and attract entirely new audiences.
Addressing Pain Points
Visual Design









