Black Monday partner, Larry Dean Miles, was a founder and the creative genius behind a new summer festival Alt-Fest — the largest alternative festival in the universe.

The challenge Black Monday faced when we first focused on the task of creating a brand and experience for this summer festival was the immense blank canvas on which to created a new brand, this entailed design and content guidelines that formed the foundation of the digital experience and to help grow and maintain a strong brand presence. This, combined with research, prototyping and testing Black Monday guided a small team to create both offline and online presence that was unlike any other summer festival.

As well as managing and directing the festivals creative experience, Black Monday was closely involved with print, site layout, sound, stage and lighting design for the festival including regular site visits to the festival grounds.

One of the initial philosophies behind Alt-Fest was that it would be a festival for the people and by the people — to achieve this we incorporated user research and testing with festival goers, vendors and artists, constantly examining current implementations and a continue rhythm of iteration and integration of new technologies and design practices including the design and integration of a commerce solution.

By partnering closely with artist, musicians, models, photographers, filmmakers, promoters, managers and the general public, Black Monday was able to maintain a strong brand presence and consistent level and quality for all aspect of design and experience for the festival.