ClIENT:  

Pickathon

Design Direction / Branding

ROLE:   

Studio Mega
Victoria Wells

TEAM:   

Pickathon is a Portland music festival known for its unique rural location and creative collaborations with designers, artists, indie musicians, and experimentalists alike. For one of its entry experiences, The Orchard, the festival wanted a branded space that could set the tone for attendees.

The visual system blends psychedelic and Western motifs, providing a flexible framework for mixed-media artists and wayfinding elements throughout the space during the event. It was designed to be both immersive and adaptable, reflecting the festival’s spirit of creativity and experimentation.

An orange conceptual write-up for a music festival. The concept is called "Psychedelic Western" with stylized flower and swirl outlines and a paragraph describing the concept.
Collage of images featuring a rustic barn, a horse in a paddock, an outdoor picnic area, and an indoor space with musical instruments. Text overlays reading 'The Event Space' in orange.

The visuals adapt to the lighting and energy of the space, moving between distinct “day” and “night” modes. Day mode channels 60s/70s folksy graphics and type, reflective light, and a warm palette, while night mode shifts into psychedelic, high-energy territory with cooler tones—melting disco balls, tachyon imagery, and trippy folklore.

Three colorful social media event posters for performances of Hannah Cohen, Wet Leg, and Faye Webster, each featuring photos of the artists and decorative elements.
A colorful menu with a green front cover displaying the words "The Canteen" and a purple floral design. The back of the menu is visible, showing the menu items and ingredients on a blue background.
A white scarf with orange and beige leaf and floral patterns, tied in a knot, displayed on an orange background.
Colorful directional signs indicating routes and facilities, including 'Drinks' sign repeated multiple times in purple, 'Order Here' in green, 'Right This Way' in red, 'Litations' in purple, 'Left' in green, and a yellow sign for 'Restrooms' with an arrow pointing right.
Purple sidewalk sign with green shamrock designs and the text 'Right this way' curved over 'Parched?' in black.

Wayfinding elements and social graphics were designed to connect with festival-goers, guiding them through the space and sparking curiosity. Shapes, colors, and type textures formed a playful, flexible palette that artists could reference and riff on throughout the space.

Repeated text 'GROOVY!' in yellow outlined font on black background, with the middle instance bold and filled with yellow.

Keep exploring

Person holds a vinyl record in front of their face, creating a circular frame around their eye, with colorful lighting.
An arrow pointing to the right.

Joker Bob LP
Packaging

Open laptop displaying a website titled "Freelance for Life" with a collage of images, including an archway, hot air balloons, and a bed of white flowers, set against a pink background.

Freelance for Life
Branding

Graphic design with a smartphone displaying a food review, a cheerful girl eating, and illustrations of broccoli, a fork, and a tomato on a green background.

Eat Real
Branding + Campaigns