Taiwan Music Festival
Spring Scream is a 25-year icon of Pingtung's music scene, recently rebranded as the government-backed Taiwan Music Festival. I set myself the brief: redesign it so it could become the home of Taiwan's independent music — and win over a new generation of festival-goers.
How do you take a niche, foreign-led subculture and turn it into a state event without losing its teeth? The rebrand faced a trust gap. The design had to kill the perception of "safe government copy" and position the festival as a superior, localised upgrade that still respected its underground roots.
The audience I designed for: young people who love the raw energy of indie music but are put off by amateur execution. The design had to signal instantly that the festival had grown up — the soul of a local indie lineup with the reliability of a state-level event. So I centred the brand on local musical authority: a hand-painted logotype built on a structural grid, and a sunrise theme marking a new era. Everything is designed to make a skeptical scroller stop, trust it, and want a ticket.
To capture the festival's "live" energy, I developed a custom logotype using expressive, hand-painted strokes. While the brushwork represents the raw emotion of music, I built the characters on a precise structural grid to ensure the design remained balanced and legible across large-scale festival posters and digital screens.
The theme celebrates sunrise as a metaphor for new beginnings, self-discovery, and positive energy. The festival design captures the surreal, peaceful transition from night to day, where the first light of dawn symbolizes rebirth and inspiration.
Figma Prototype Demo
I integrated Spotify and KKBOX playlists directly into the interface to remove discovery friction. If people can instantly hear how strong the all-local lineup is, a passive scroll becomes an emotional connection — the design uses the music itself to justify the ticket price.