Castle Rock Reggae is a conceptual UX/UI and brand design project exploring how a new digital product and visual identity could support a local reggae music scene in Castle Rock and the greater Denver area. The project focuses on community-driven discovery, cultural authenticity, and the creation of a cohesive brand system alongside the app experience.
Objective
The objective of the Castle Rock Reggae project was to design a mobile app while simultaneously establishing a new, original brand for a local reggae music community. The goal was to create a cohesive identity, visual language, and user experience that could exist beyond the app itself, supporting future growth across events, venues, and promotional channels.
From a product perspective, the app was designed to simplify discovery of local reggae shows, bands, and venues through clear information architecture and intuitive interaction patterns. From a branding perspective, the project focused on building a recognizable and culturally grounded identity, anchored by a custom hedgehog mascot, that conveys warmth, rhythm, and community.
The final outcome demonstrates how brand strategy, UX, and UI design can work together to create a unified product experience that feels authentic, scalable, and deeply connected to its audience.
Project Scope
- Deliverables: Logo files (vector, raster, and video), Figma Files
- Tools: Illustrator, Photoshop, Figma
- Roles: Designer, Director
Problem Statement
Reggae fans often rely on scattered social media posts, venue websites, and word of mouth to find shows or learn about local bands. This fragmented experience can be confusing and frustrating, particularly for new fans or visitors to the area. The design challenge was to simplify discovery while creating a platform that feels culturally authentic, visually engaging, and approachable.
User Goals
- Quickly discover upcoming reggae shows in Castle Rock and the Denver area
- Explore local bands, their music, and profiles
- Browse venues that regularly host reggae events
- Navigate the app intuitively with minimal friction
- Connect with the local reggae community
Design Approach
The project began with defining core user flows and prioritizing content hierarchy. Low fidelity wireframes focused on surfacing high-value information on the home screen, ensuring users could immediately access featured shows, bands, and venues. Iterative design helped refine the layout, information architecture, and interactive patterns before moving into high-fidelity visual design.
Key UX decisions included:
- Featured Shows Section: Placed at the top of the home screen for immediacy, highlighting the most relevant events each week.
- Band Spotlights & Venue Discovery: Separate sections designed to support exploration through both artist and location-based discovery.
- Genre Explorer: Introduced to allow users to filter content by reggae subgenres such as Roots, Dub, Rocksteady, Dancehall, Lovers Rock, and Ragga.
Brand Identity & Custom Visual Design
A distinctive brand identity was central to the app’s personality. The hedgehog mascot, Ras Quill, serves as a playful, approachable anchor, appearing across the app, promotional assets, and UI components. The mascot reinforces memorability without distracting from usability, creating a consistent visual language for the brand.
The color palette was inspired by reggae culture, combining vibrant tones and accents with a modern, digital-friendly aesthetic. App typography was chosen for legibility across devices while reflecting the friendly and community-driven personality.
Custom visual assets include:
Band and Venue Cards: Integrating the brand colors to unify visuals and improve brand recognition.
Rhythm-inspired iconography: Visual motifs that echo reggae’s style and beat, applied to buttons, cards, and banners.
Genre Icons: Unique icons for each reggae subgenre to guide exploration.
Interaction Design
Interactions are smooth, predictable, and touch-friendly. Vertical scrolling remains the main navigation pattern. Feedback, tap states, and clear hierarchy were prioritized to support usability and reduce cognitive load.
Outcome
The final Castle Rock Reggae app combines strong UX principles, visually cohesive UI. Users can quickly discover events, explore bands, and find venues, all while feeling connected to the local reggae scene. The hedgehog mascot, custom icons, and rhythm-inspired visuals make the app approachable and memorable, strengthening its identity within the community.