For two years, I was the sole designer at Everfest.
During my tenure, I rebranded the company and redesigned its apps. I was a founding team member when we raised a Series A. Leading the round was Live Nation along with storied investors like Chip Conley and Bob Kagle. Everfest was acuired by QCUE in late 2019.
Since most of the app has been redesigned to match newer business goals, I'll share screen shots from along the way.
All supporting photography on the page was shot by yours truly.
Everfest's goal was to create the first ever digital ecosystem for festivals. Fans, festival organizers, vendors, artists, and sponsors had very isolated communication within the festival matrix. Everfest would be the one place that all can gather and provide value to each other.
I designed a vendor portal where vendors could register to sell at festivals. I designed a fan-facing side app that would reward fans with festival perks via yearly subscription. I designed a mobile app that would allow festival organizers to skin a pre-made app to save tens of thousands of dollars. I designed everything.
As with any startup, the pace is quick. This often means proven processes aren't implemented as they fall secondary to the primary goal. One big thing Everfest was missing for its product, development team, and branding, was an elements guide. I worked with the development team to get their view on what the product needed, how its different offerings could be tied together, and what would be frictionless to implement.
The style guide I created never got produced, unfortunately. Happy scrolling.
Though never completed, the native mobile app would've been a templated tool that would allow festival producers to provide festival goers a comprehensive informational app for a much more affordable price than a custom one. In our findings, a custom app at the time could cost up to $100,000. For festivals, this was simply impractical. Between artist booking, insurance, labor, and setup, this would bankrupt most festivals. Everfest aimed to provide value by creating an app that could be rebranded for each of its festival partners at a price around $10,000.
It was to be React Native. This would allow us to stay lean and deploy partner apps quickly versus maintaining two separate codebases.
When I arrived at Everfest, the brand was disjointed and represnted a much younger company. With goals to reach new corners of the festival market, I knew it was key that the brand had a consistent voice when it spoke to them all.
In Alice In Wonderland, Alice decides to take the journey down the rabbit hole to explore a new, magical world. Festivals themselves are little amazing worlds that pop up across the planet. Thus, I tied in the rabbit into the branding so it could be both playful and legitimate.
Selling the Bunny
Everfest's growth was an interesting lesson on scaling a company and its culture. To me, culture is critical. It's important to employee morale, retention, and environment. I pioneered some internal efforts to ensure our new hires felt welcome and assimilated quickly.
Here are a few pages from the new hire kit I put together. It was my own prerogative to create it. Its purpose was to give baseline familiarity with processes, the office, and the mission.
Exit Stage Right
90% of startups fail. 10% of startups fail within the first year. 70% continue to fail from year two to five.
In the two years I was at Everfest, we raised $3.5M in institutional funding. Two years after that, Everfest sold to QCUE. Being a part of a young, scrappy startup brought me invaluable experience in how companies and cultures are formed, how decisions can make or kill a company, and how to guide product direction in a sea of risk.