‘Ohana Festival is a music festival held at Doheny State Beach in Dana Point, CA, founded by Eddie Vedder in 2016. The festival celebrates surf culture, storytelling, and diverse music genres while fostering community and belonging. Its mission is to connect people through a shared love of music, creating a welcoming and intimate festival environment.

For this fictional project, I revised the festival’s brand identity to better reflect its mission. Research into Polynesian culture informed the design, particularly the concept of ‘Ohana, which emphasizes connection, relationships, and a sense of community. The goal was to translate these values visually across all festival touchpoints, from digital channels to physical merchandise.