Initial Research

To ground the concept, I researched three established literary festivals with very different models and audiences. The Portland Book Festival is a one-day event located in southwest Portland. I chose to study it because of its emphasis on accessibility and low commitment, particularly for casual literary audiences and younger attendees. The LA Times Festival of Books is a large, two-day event that is completely free and attracts massive crowds. I examined this festival to understand how scale and free access shape audience behavior and expectations. The Hay Festival is a week-long international event that blends free and ticketed programming across multiple stages. I was particularly interested in its experimental offerings, such as themed days like Sports Day, which expand the definition of what a literary festival can be.

Across all three festivals, a common challenge emerged: too many events happening at the same time. Attendees are often forced to choose between sessions, leading to missed opportunities and fragmented experiences. Large scale also creates long lines, crowded spaces, and less intimate interactions.

Another key insight was audience targeting. The Portland Book Festival strongly caters to youth and students, while the LA Times and Hay Festivals skew toward adults without families due to their size, duration, and logistical demands. These patterns highlighted an opportunity to design a festival that bridges audiences instead of narrowing them.

Audience and Personas

Personas played a major role in shaping RIOT’s design decisions.

Ella represents a curious first-time attendee. She is creative, social, and interested in arts and crafts, but unsure whether a literary festival is “for her.” She prefers interactive experiences, low ticket prices, and events that feel social rather than academic. Her hesitation emphasizes the importance of low-cost entry and mixed-media programming.

Gwen represents an experienced literary participant. She is deeply involved in the literary scene, enjoys author readings, and is comfortable paying for tickets if the value is clear. She is drawn to recognizable authors, workshops, and opportunities to socialize with like-minded peers. Designing for Gwen ensures that RIOT still offers depth and credibility.

Jenna represents a visitor and general public audience. She enjoys writing casually but is unfamiliar with the UW campus and large festivals. She values clarity, easy navigation, and flexible scheduling. Jenna's needs directly informed signage, maps, and digital tools that reduce anxiety around wayfinding and planning.

Customer Journey

Gwen's journey illustrates RIOT’s intended experience. During the awareness stage, clear messaging around free access, programming variety, and scheduling flexibility is critical. In the consideration stage, social media and posters must communicate exactly what is happening, when, and where.

During purchase and delivery, the goal is to minimize friction. Registration should be fast, intuitive, and optional for many activities. During and after the festival, reminders, maps, and follow-up communication help attendees feel oriented, included, and encouraged to stay connected.

Wordmark and Visual Direction

The RIOT wordmark was designed to convey empowerment, rebellion, and disruption. I chose Trade Winds, a subversive script typeface with exaggerated descenders and irregular forms. The descenders on the “R” create a sense of unrest and individuality, visually pushing against convention.

Torn page edges reference books and printed text, while also evoking protest posters and damaged materials. This balance between literary tradition and disruption reinforces the festival’s core message: questioning what knowledge is allowed and who gets access to it.
The mood board draws heavily from protest imagery, rebellion, and education as resistance. Many of the references echo historical and contemporary protest posters, reinforcing the idea that banned books are part of a larger struggle for expression and freedom.

Red serves as a dominant color throughout the system. It is bold, confrontational, and emotionally charged, mirroring the urgency of censorship debates. The imagery is meant to rally people in the same way protest graphics rally movements.