SASquatchCampgrounds Map 
After years of attending SASQUATCH! Music Festival I had the pleasure of being a part of the production team: first as an intern in 2012 and then on contract for the 2014 festival.
Early on in my role in 2014, I noticed that Live Nation’s team had missed a key component to the festival’s app: information on how to navigate the campgrounds. With a confusing concentric circle shape layout, attendees would regularly get lost trying to find their way back to their campsite (myself included). To make matters worse, the almost non-existent lighting made it a nightmare to navigate in the evening and after a long day at the festival.
I approached my employers with the concern that the campgrounds did not provide sufficient signage or guidance to festival goers, and went on to find a solution. I had the idea to develop a campgrounds map for the festival and place signage around the campgrounds to create a system for navigation. Additionally, I ideated a funny campaign around making the most of the camping experience, highlighting the app in the process.
Before
After
In an effort to gain more attention to the app, and get people excited about the campgrounds map - the “Sasquatches get ready for Sasquatch” campaign was born (AKA I wanted to have an excuse to put on the suit).
The Result: for the first time, attendees were able to navigate the festival grounds, improving their overall experience at the music festival. There was also a 50% increase in app downloads over the prior year. Even the onsite staff from Live Nation began using the campgrounds map in their management of the festival.
