Carla Llinas
2022
UX/UI
Carla Llinas
LakeArtFest is a festival merging music, art, and gastronomy by Lake Sirio in Italy.
In 2022, I was engaged to lead the creative vision and design direction: everything from brand identity to visitor experience was under my remit. The goal was to reimagine how people could connect post-pandemic -turning distance into playful ritual and celebration.
My role was lead creative vision & design direction - from branding and identity to experience design.
After the pandemic, social experiences felt distant; greetings felt awkward, people longed for ritual, community, shared joy.
LakeArtFest presented an opportunity to reimagine how people connect - to design more than a festival, but a space of togetherness, memorable moments, and regional cultural revival.
I built a cohesive visual identity: branding, every touch point (from stage visuals to signage to visitor interactions).
The design carried playfulness and authenticity, reflecting the festival’s spirit. The experience design considered how people enter, move, interact, eat, see art, hear music, connect. Visuals, wayfinding, and atmosphere were all designed to feel immersive.
LakeArtFest succeeded in transforming an under-used local place into a cultural destination. It attracted attendees from across Italy and abroad, which helped boost local tourism (hotels, restaurants, producers).
It also gave local artists and creators a platform. Beyond pure numbers, it strengthened the sense of local identity and showed how art, design & experience can regenerate place.
