Creating identity for
a new brand

Creating identity for a new brand

PRODUCT DESIGNER  •  WASTA TICKETS  •  LOS ANGELES

PRODUCT DESIGNER  •  WASTA TICKETS  •  LOS ANGELES

PRODUCT DESIGNER  •  WASTA TICKETS  •  LOS ANGELES

PRODUCT DESIGNER  •  WASTA TICKETS  •  LOS ANGELES

PRODUCT DESIGNER  •  WASTA TICKETS  •  LOS ANGELES

Wasta Tickets is an event guide and ticketing platform serving the entertainment industry in Dubai, surrounding Middle East, and North Africa regions. With a fast growing market for concerts and events, Wasta Tickets aims to bring visibility for event creators and a convenient way to purchase tickets for event-goers.

Role

When approached by Wasta Tickets, I was extremely excited to design a ticketing platform. What existed was a low fidelity prototype that the founders and developers had put together. There was an existing logo, but the UI was out-of-the-box and needed character. I was brought in to create an aesthetically pleasing UI with a premium feel while also being able to adapt to multiple event types and languages.

wasta-landing

Goals

My intention was to give Wasta an identity that would portray a sense of security and trust for its purchasers. Being cautious that a site can feel lifeless if it is too transactional, I wanted the UI to be simple enough to be adapted by various types of events. When I was given a couple of pages and learned the rest of the site was still being developed, I knew I had to create an adaptable design system. We focused on making the site be able to translate into Arabic and also adhere to accessibility standards. I worked on determining all possible use cases for links, form fields, icons, and buttons, etc. to make sure that the system would work with all requirements.

wasta-event

Successes

By keeping the landing page simple, the unpredictable event images can live in harmony with each other on the page. Moving away from the original 2-column layout, which had sign-up and sponsored ad modules off to the side, we found a way to integrate them into the feed to keep the elements visually connected. We chose a brighter shade of red than the original brand color to convey friendliness and to modernize the branding.

wasta-edit-event

Along with a UI library, I also created use cases and states for the navigation and event pages. Users needed to know when they were logged in and logged out. Event creators can easily create and edit events while also viewing them. Instead of making a completely separate form like they had built it, I created an edit page that was close to what the user would see on a published page to simplify the process.

Wasta Tickets Style Guide

Learnings

This new platform is a work in progress, and while I am happy with the first version, I am curious about how this will evolve with the aid of user data. I would have liked more opportunities to develop Wasta brand story and incorporate that into the user messaging as well as experiment with additional robust features like a seating map and personal event calendar. I believe features like these would make Wasta stand out in its competitive landscape.

Photo by Redd Angelo