E-Sense
Project
EDM Festival Branding
Role
Branding, Typography, Illustration, Poster Design
Deliverables
Event Identity & Promotion, Posters, Website, Packaging
Year
2024
Team: Aria, Joanna, Joe, Shell, Sherry, Xinyu
Overview
E-Sense is a conceptual electronic music festival brand designed to deliver a multi-sensory EDM experience. The project focused on creating a distinct brand identity that goes beyond sound, blending music, visuals, and immersive design to redefine how audiences engage with electronic music culture. The festival targets 18-35 year old EDM enthusiasts in the UK and celebrates inclusivity, innovation, and self-expression.
Many EDM festivals rely on similar visual languages - neon lights, loud typography, and generic digital aesthetics. Thus resulting in brand saturation and lack of emotional differentiation. There was a need to design a festival identity that:
Stands out in a competitive EDM market
Creates a deeper emotional and sensory connection
Feels both futuristic and human
Works consistently across digital, print, and physical touchpoints
We developed E-Sense, a brand rooted in the concept of eight senses, symbolizing an expanded sensory experience.
As a Brand Designer and Illustrator, I contributed to:
Designing a combination logo using sound waves, a heartbeat, and an infinity symbol
Creating a vibrant colour palette (turquoise and magenta) informed by colour psychology
Selecting futuristic and brush typography to balance innovation with human expression
Designing posters, merchandise, and beer packaging concepts that reinforce sensory storytelling
Ensuring visual consistency across all brand applications
The final outcome was a cohesive, immersive brand system that successfully communicates E-Sense’s identity across multiple platforms. The brand stands apart through its multi-sensory narrative, strong visual language, and emotional resonance. The project demonstrates how strategic branding can transform an event into a memorable experience rather than just a music festival.
