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Insomniac Festival Sites

Product: Website family

Role: UX Writer + Content Manager

For: Insomniac Events

Years: 2014–2020

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The Client

Insomniac is the biggest producer of electronic music festivals in the world. Best known for its global Electric Daisy Carnival brand, the company has been responsible for dozens of annually recurring events on three continents, as well as countless concerts and club nights in Los Angeles, Las Vegas, and beyond. 

The Team
  • Director of Product: Jason Falone

  • Technical Project Manager: Stephanie Gonzalez

  • VP of Content: Rich Thomas

The Challenge

I joined the product team in 2014, when Insomniac was undergoing a major expansion in its offerings. We needed to accommodate an ever-growing roster of events while solidifying a cohesive brand voice. I worked with a variety of stakeholders to overhaul the company's website templates, strategizing content and information flow across and its affiliate sites.

The Result

We ultimately grew to 34 separate brand websites, for which I managed IA flow, copywriting, CMS, photo editing, and image optimization. View the complete list of sites below.

Electric Daisy Carnival
Signature festivals

Audio on the Bay



Dreamstate San Francisco

Dreamstate SoCal



Boutique festivals

See also:

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Product Design + Branding


Brand Marketing + Campaign Management


Scriptwriting + Art Direction

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