Purpose
To create a new identity system and better user experience for those navigating through Trees Dallas’ website on desktop and mobile. Trees Dallas is an electrifying music venue popular for up-and-coming artists in the heart of Deep Ellum, Texas.
This redesign project was a collaborative effort with credits to Hope Barnard (@OnAWhimGraphics), Natalie Crawford (@natalie.crawford.design), and Hannah Jung!
I redesigned the logo and built it off of sharp geometric shapes that can fit together seamlessly to mirror the new, dynamic, edgy music the venue is famous for playing, as well as the connection they have with their community in Deep Ellum.
We decided to drop the word “Dallas” from the logo based on the insights from the community where we learned that concertgoers and staff refer to the venue only as Trees.
We decided to re-brand Trees Dallas and its website to reflect the energy and lively atmosphere at the venue. Having the user in mind when designing to get rid of any unnecessary friction online while they get a taste of the energy and atmosphere of the venue.
Try out the desktop and mobile prototypes below!
Below are the insights, personas, and planning needed to back the re-design of Trees Dallas.
I'm glad you went through all of that. That means you can handle seeing my other projects
