Landing Page, Web & Ecommerce

An Underground Festival In The Guanacaste Paradise

Re-designing for OCASO Festival 2024 & 2025

I hadn’t heard about OCASO, Underground Music Festival in all the time I’ve been living in Costa Rica. Maybe I heard it mentioned by some of my friends but it was never a direct event i wanted to attend, let alone work in.

Festivals are complex, there’s a lot of logistics that have to be take into account and even more people that always want to comment or share their input on. This was also the case, the OCASO team was composed of 2 main designers, Eric Segura & Myself, a project manager, Katherine Vargas and a project lead, Mike Katz.

Re-Designing experiences for more than 10,000 attendees and a well positioned festival

When i first arrived into the team of OCASO, the question that filled my mind included:

How can design and the digital experience be streamlined to cater to a wide audience? (70k)

Considering a 2 month timeline to release all the content into the digital media?

With these questions and after a few weeks analyzing the audience and the values of the brand I realized that the target audience implied the following characteristics:

Supporter of the LATAM Electronic Scene
Local people of Guanacaste, as well as tourists and local ticos.
People worried about Net Zero Goals
People with the means to travel back and forth to Guanacaste and through it.

Most important of all, most of the attendees of the festival are very close friends of the people who organize it, say hundreds are close friends, and those hundreds invite other hundreds, making them thousands of attendees.

Main values of the festival

Gathering joy, the best talent, and friends

Since the first edition in 2017 OCASO Festival focused on providing the best experience to over 10K visitors per year and more than 500 DJ’s throughout the festival’s history

Photo by Eric Segura

Photo by Allan NonVerba

Supporting the electronic LATAM Scene

They reserve 50% of bookings to the best Latin american talent in the region.

A proud value for them is the support more than any other festival the progress of the regional electronic scene

Photo by Steven Raitth

Gathering joy, the best talent, and friends

OCASO proudly brought progress to the province without gentrifying the zone, with more than 100 direct and 300 indirect job positions, Ocaso prides itself on employing teams based in Costa Rica and locals.
We also focus on helping the communities, thanks to our donations over 50 kids benefit from our local jobs

Photos by Eric Segura

Sustainability & Net-Zero Goals

Hundreds of Volunteers for the Beach Cleaning Program help with the preservation of the ecosystem and save marine lives. Last January during Ocaso’s cleanups, we had 75 volunteers recover 82 kilos of non valuable waste and 12 kilos of recyclables.

Photos by The Clean Wave

Digital Experience Redesign

The main purpose of the landing page was to convert clients and inform about the the 2024 lineup that would appear throughout 5 days of non-stop techno music through guanacaste’s peninsula.

Original concept & implementation

The original design of the landing page was not accurate to its target audience, it contained various mistakes of legibility and provoked an overload of visual and cognitive stimuli, that made people not want to look at it for very long. Or not even know what to look at.

The page was contemplated in mobile size as well, considering almost 90% of people acces through that medium since most of the promotions, ads and marketing is made through social media, specifically Instagram.