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04 Inspiration

08 Logo Development

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14 Color Inspiration

16 Typography

18 User Personas


24 Site Mapping

26 Wireframing

40 UI Development

46 Final Brand Identity

48 Final Website

The music festival project included the design of a brand identity and responsive website design. Having been inspired lately by the slow living movement and the desire to live simply and with intention, I chose to call my project the Kinfolk Music Festival. Kinfolk: (in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related b  y blood; relatives, family. The Kinfolk Music Festival is intended to be a simple gathering that would allow visitors to take time to unplug from everyday life, be mindful, and connect with friends over thoughtful music, art, and food. I imagine it being a fairly small, well-curated gathering intended for designers, artists, musicians, and other creative types.

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inspiration

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My inspiration came from a multitude of sources, including independent magazines, websites of designers I admire, and more. Graphic inspiration included imagery with muted colors, clean sans serifs juxtaposed with hand drawn elements and illustrations, and music photography. The lineup inspiration included bands and singer-songwriters like Leon Bridges, Small Sur, Horse Feathers, Justin Vernon, and many many more. “‘Entertaining’ has many more shapes and forms than what that term often brings to mind. It can be the most elaborate and boisterous thing in the world, and it can also be quiet, personal, and low-key, a meditative ritual we enjoy on our own. It can be planned, structured, and executed wonderfully, but it can also be last-minute, spontaneous, a team effort, and wonderfully imperfect.” — Nathan Williams, The Kinfolk Table


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logo development

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early logo sketches


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early logo and graphic asset sketches


M KFk.m.fMF K KINFOLK M KF M KF folk kinfolk music festival kinfolk

K

kinfolk

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kinfolk

kinfolk kinfolk kinfolk

kinfolk

kinfolk kinfolk K K kinfolk kinfolk K

k.m.f KINFOLK

M KF MF K M KF M K F kinfolk nfolk MF MF K MF M KF kinfolk music festival

KINFOLK

kinfolkk.m KINFO k kinfolk kinfo kinfolk k kk kinfolk

kinfolk

digital logo drafts

kinfolk

kinfo


kinfolk k kinfolk k

kinfolk k kinfolk k

kinfolk k

Original Original

New New

kinfolk

kinfolk final logomark

kinfolk

kinfol 12


Color Inspiration

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Old Rose #9E644F

Black #1B1C14

Light Steel Blue #C0C7CA

Dim Gray #736D65

Dim Gray #4B4B3E

colors pulled from inspiration images

https://www.canva.com/color-palette/

1/2


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Rosy Brown #D4BCB3

Slate Gray #4E6C74

Dark Slate Gray #202621

Light Slate Gray #B6BABC

Light Slate Gray #8FA1A6


Typography

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H1

PRIMARY HEADER / TITLE

H2

Header Two

H3

Header Three Typewriter tofu 8-bit readymade listicle. Hexagon disrupt knausgaard aesthetic, tbh ramps food truck hashtag keytar beard craft beer. Green juice cray

Body

kombucha, affogato hoodie hashtag intelligentsia tattooed enamel pin scenester chillwave DIY lomo sriracha VHS. Crucifix banh mi la croix, vexillologist copper mug 3 wolf moon portland gochujang selvage truffaut forage slow-carb salvia snackwave asymmetrical. Lumbersexual try-hard knausgaard, normcore selfies vinyl mustache pok pok letterpress drinking vinegar pinterest listicle truffaut.

Caption

Vexillologist pour-over readymade green juice hashtag.

Quote

“Everyday carry enamel pin portland brunch live-edge. Raclette literally knausgaard tumblr, helvetica fixie bespoke. “

type hierarchy


Josefin Slab

Open Sans

ABCDEFGHIJKL MNOPQRSTUV WXYZ

ABCDEFGHIJKL

abcdefghijklm nopqrstuvwxyz

abcdefghijklm

1234567890!@ #$%^&*()<>?/ []{}

1234567890!@

comparison of glyphs

MNOPQRSTUV WXYZ

nopqrstuvwxyz

#$%^&*()<>?/â&#x20AC;¨ []{}

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Liam

32 Years Old | Festival Attendee | Charlestown, MA

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User Personas

Liam is a custom furniture maker / woodworker originally from Richmond, now living in Boston. He is a sole practitioner and he works out of a co-op space in Charlestown. Liam got his certificate in furniture from the North Bennet Street School after earning a bachelor’s degree in architecture. He enjoys working with his hands and designing and creating his own products. He makes objects and furniture for the home, as well as a multitude of woodworking projects for new restaurants around greater Boston. He is really personable and gets along with almost everyone he meets, but he enjoys having quiet days to himself. He is creative, sarcastic, curious, and hardworking. Liam’s long-term goal is to have a live-work space somewhere quiet outside of the city. He wants to live in a small, quiet town where he can feel like a part of a small community. Liam loves a variety of music, especially indie folk/rock, but he only goes to concerts where his favorite bands are playing. He doesn’t like how crowded and uncomfortable most music venues and festivals are. A lot of venues around Boston have little or no seating, expensive / mediocre drinks, long lines for the restrooms, and big crowds in small spaces. He enjoys low-key concerts where you can sit, enjoy good food and drinks, and have good views of the stage without having to battle crowds.

Prefers getting info from Instagram



Liam’s User Flow

ONE

FOUR

Liam finds out about the festival while scrolling through Instagram. His favorite band, Volcano Choir, posted that they would be playing at the festival along with several other bands he likes. He sends the post to his wife through Instagram to see if she might be interested in going.

He goes to the Buy Tickets page and sees that there are a few ticket options based on how many days of the festival you would like to attend. He chooses the one day option, which is the day that his favorite band is playing. He selects 2 tickets and goes through the checkout process.

TWO

FIVE

Volcano Choir put a link to the festival website on their profile page. Liam clicks on it to get a quick look at what the festival is about and to see the dates to make sure he can go.

Liam puts in his billing info, hits “purchase tickets,” and has the tickets sent to his email. On the order confirmation page, he sees that there is an app for the festival that he can download onto his phone.

THREE

SIX

Once he gets home, Liam goes onto his computer to visit the website and get more details on the festival including the lineup, ticket prices, and location. He and his wife decide that they want to go.

On his phone, he downloads the Kinfolk app. The app has a Spotify playlist with music from all the upcoming performers, a schedule with the lineup, and a map of the venue with all of the available amenities.


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Kay

40 Years Old | Festival Coordinator | Brooklyn, NY Kay is a small shop owner and entrepreneur who lives and works in Brooklyn, NY. Her store specializes in products made by skillful artisans who make things by hand in small batches. Every product she chooses is made with quality materials and has been thoughtfully designed. She is part of a neighborhood of local, artisanal shops and enjoys being a part of the community of small shop owners. Her primary goal is to support people (makers) who quit their 9-5 jobs to pursue their passions. Before settling into Brooklyn, Kay lived in Boston, San Francisco, and Seattle. She waited tables, organized farmersâ&#x20AC;&#x2122; markets, and worked as an event planner before taking on her dream of owning a small shop.

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Kay heard about the Kinfolk Music Festival from a friend who is in one of the bands performing. The festival coordinators were looking for someone to join their team, and Kayâ&#x20AC;&#x2122;s friend recommended her to them. Kay is well-versed in social media, blogging, and event coordination from her small business experience, and she joined the Kinfolk team part time to help with all three. One of the challenges Kay faces is being able to keep track of the schedule. Since she is so busy running around the site making sure everything is going as planned, she needs to be able to easily access the schedule from her phone.

Prefers Getting Info from Websites & Blogs (Desktop)


Kayâ&#x20AC;&#x2122;s User Flow

ONE Kay hears about the Kinfolk Music Festival from a friend who is in one of the bands performing. The festival coordinators were looking for someone to join their team, and Kayâ&#x20AC;&#x2122;s friend recommended her to them. Kay joins the team part time to help the Kinfolk team.

FOUR On the day of the event, Kay gets reminders on her phone when she needs to leave for the next event and the location. She can also open the app to see what her schedule looks like for the day.

TWO She downloads the free Kinfolk Music Festival app to her phone through the App Store.

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THREE Since she prefers to view info a large screen when she can, Kay goes to the website on her desktop and visits the lineup page. She selects all of the bands that she needs to coordinate with the day of the event, then sends the schedule to the app on her phone.


Sarah

27 Years Old | Photographer | Seattle, WA Sarah is an event and small wedding / elopement photographer out of Portland, ME. She has a son who is five years old, as well as a dog and a cat. She is dating Eric, an artist from Philadelphia who recently moved to Portland. Sarah loves telling stories through photography and strives to capture real moments, rather than poses and fake smiles. From the time she was a young girl she has been interested in photography. She got her first camera when she was 10 years old, and hasn’t put it down since.

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Sarah has been interested in moving into the field of music photography so she can capture lively images of artists/musicians. She came across the Kinfolk Music Festival while looking at tour dates for one of her favorite bands, Small Sur. She contacted festival coordinators to get a press pass. Her biggest challenge is being able to access info specifically for vendors, since there are areas at the venues specifically for festival photographers. Her schedule is also slightly different than what is listed, since she needs to arrive at each performance early to get a good spot for taking photos. She also needs a schedule that is easy to print so she doesn’t have to use her phone while she is busy taking photographs.

Prefers Getting Info from Facebook


Sarah’s User Flow

ONE

FOUR

Sarah has been interested in moving into music photography, and came across the Kinfolk Music Festival while looking at tour dates for one of her favorite bands, Small Sur. She sees a link to Kinfolk’s website and follows it to get more info.

Sarah keeps the Spotify playlist from the website playing in the background while she works, and she adds any songs she likes to her Spotify library.

FIVE TWO She takes a look through the lineup page and the About section of the website. Sarah decides she is interested and contacts the festival coordinators for a press pass.

THREE Sarah “likes” Kinfolk’s Facebook page so she can get regular updates on who is performing and any other important news leading up to the event. She gets a notification whenever Kinfolk posts something on their event page.

Based on the music she liked the most, she sets up her schedule on the website. Sarah downloads the schedule as a PDF so she doesn’t have to use her phone while she’s photographing the event, and so she can write down notes on how early she needs to arrive at each performance.

SIX Sarah visits the Vendor page of the website to get info on where to photograph, vendor etiquette, etc.

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Site Mapping

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Wireframing

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first draft wireframes (desktop & mobile)


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spotify bar plays music from artists that will be at the festival


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translation from sketchbook to digital wireframing


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Kinfolk Music Festival

www.kinfolkmusicfestival.com

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UI Development

E: info@kinfolk.com T: 555.555.5555

Music & Arts Festival May 20 - 21, 2017

Sound & Color

Alabama Shakes

1:37

3:15


Kinfolk Music Festival

www.kinfolkmusicfestival.com

MENU E: info@kinfolk.com T: 555.555.5555

My Account Lineup

Music & Arts Festival May 20 - 21, 2017

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Kinfolk Music Kinfolk & Arts MusicFestival & Arts Festival May 20 - 21, May 201720 - 21, 2017

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Arts MusicFestival & Arts Festival

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Vendor Info Vendor Info Location InfoLocation Info FAQ

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Kinfolk Music Festival

www.kinfolkmusicfestival.com

About E: info@kinfolk.com T: 555.555.5555

About

The Kinfolk MusicThe Festival Kinfolk is aMusic beautiful, Festival simple is a gathering beautiful, simple gathering that focuses on living that intentionally, focuses on living slowing intentionally, down, and slowing down, and

Sound & Color Sound Alabama & Color ShakesAlabama Shakes

About

About

The Kinfolk MusicThe Festival Kinfolk is aMusic beautiful, Festival simple is a gathering beautiful, simple gathering that focuses on living that intentionally, focuses on living slowing intentionally, down, and slowing down, and

Sound & Color Sound Alabama & Color ShakesAlabama Shakes

Music & Arts Festival May 20 - 21, 2017

2016

Justin Vernon Saturday, 1:00pm

2017 Lineup

Horse Feathers

Leon Bridges

Saturday, 4:30pm

Sunday, 12:00pm

Sound & Color

Alabama Shakes

1:37

3:15

first round of UI design


8:08 AM

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8:08 AM

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Music & Arts Festival May 20 & 21, 2017

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Kin·folk (in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

My Account

Kin·folk (in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

Email

Password

Log In Create New Account Forgot Password?

T: 555.555.5555 E: info@kinfolkmusicfest.com Acetate · Volcano Choir NOW PLAYING

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Justin Vernon Horse Feathers Palace Fleet Foxes Alabama Shakes Leon Bridges Small Sur Novo Amor Peals Iron & Wine Cat Power Sigur Ros A.A. Bondy alt-J The Bahamas Beirut Bill Callahan Bowerbirds Evenings Flight Facilities Gregory Alan Isakov Jónsi & Alex Lord Huron Lucius Tycho

Saturday

Buy Tickets

Justin Vernon Horse Feathers Palace Fleet Foxes Alabama Shakes Leon Bridges Small Sur Novo Amor Peals Iron & Wine Cat Power Sigur Ros

Select Ticket Type

Saturday A.A. Bondy The Bahamas alt–J Beirut Bill Callahan Bowerbirds Evenings Flight Facilities Gregory Alan Isakov

Quantity

Purchase

Jónsi & Alex Lord Huron Lucius

T: 555.555.5555 E: info@kinfolkmusicfest.com Acetate · Volcano Choir NOW PLAYING

Schedule

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Saturday 12:00pm

Alabama Shakes

12:45pm

Leon Bridges

2:00pm

Fleet Foxes

Full Saturday Schedule

Sunday

8:08 AM

Tickets Saturday

Sunday

$99

$99

Weekend

12:00pm

Peals

12:45pm

Small Sur

2:00pm

Iron & Wine

$189

Buy Tickets

Full Sunday Schedule

Acetate · Volcano Choir NOW PLAYING

Location Tickets Mountain Field 1825 Paradise Road Ashford, WA

Sunday Only

$99

Buy Tickets

FAQ Location How do I get there? Where should I stay? What should I bring to the festival? What kind of food will you have? What happens if it rains? Where do I park? How can I apply as a vendor?

T: 555.555.5555 E: info@kinfolkmusicfest.com Acetate · Volcano Choir NOW PLAYING

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(in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family

(in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family

My Account

The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

Acetate · Volcano Choir

FAQ

NOW PLAYING

App 8:08 AM

100%

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Lineup

Lineup | Saturday

| Saturday

Justin Vernon Horse Feathers

Justin Vernon Horse Feathers Palace

Palace Fleet Foxes Alabama

Fleet Foxes Alabama Shakes

Shakes Leon Bridges Small Sur Novo Amor Peals Iron &

Leon Bridges Small Sur Novo Amor Peals Iron & Wine Cat Power

Wine Cat Power | Sunday

| Sunday

Sigur Ros A.A. Bondy Lord Huron

Sigur Ros A.A. Bondy Lord

Bill Callahan The Bahamas alt-J

Huron Bill Callahan The

Flight Facilities Jonsi & Alex Lucius

Bahamas alt-J Flight Facilities

Beirut Bowerbirds Evenings

Jonsi & Alex Lucius Beirut Bowerbirds Evenings

8:08 AM

100%

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Tickets

Tickets Saturday Only $99

Saturday Only $99

Sunday Only $99

Sunday Only $99

Full Weekend

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$189

Full Weekend $189

Location & Contact

Mountain Field

Location & Contact

1825 Paradise Road Ashford, WA info@kinfolkmusicfest.com

Mountain Field 1825 Paradise Road Ashford, WA

555.555.5555

info@kinfolkmusicfest.com 555.555.5555

FAQ How do I get there? Where should I stay? What should I bring to the festival?

FAQ

What happens if it rains? Where do I park?

How do I get there?

How can I apply as a vendor?

Where should I stay? What should I bring to the festival? What happens if it rains? Where do I park?

Copyright © 2017 Kinfolk Music & Arts Festival, LLC. All rights reserved.

How can I apply as a vendor?

EE Website design by Erin English Acetate · Volcano Choir NOW PLAYING

Copyright © 2017 Kinfolk Music & Arts Festival, LLC. All rights reserved.

EE

Website design by Erin English

Acetate · Volcano Choir NOW PLAYING

development of the parallax design


Main Page Kinfolk Music Festival

kinfolkmusicfestival.com

About

Lineup

Tickets

Location

FAQ

Contact

Music & Arts Festival May 20 & 21, 2017 (in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family

The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

Acetate · Volcano Choir 1:08

43

3:10

My Account


Full Parallax Page Lineup

Tickets

Location

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FAQ

Lineup

My Account

Tickets

Location

Contact

FAQ

My Account

My Account Music & Arts Festival May 20 & 21, 2017

Name

My Tickets

UPDATE MY SETTINGS

Erin English (in anthropological or formal use) a person’s blood relations, regarded collectively; a group of people related by blood; relatives, family

The kinfolk music festival is a simple gathering that focuses on living intentionally, slowing down, and appreciating what’s right in front of you. Take some time to unplug, be mindful, and connect with friends over thoughtful music, art, and food.

Full Weekend

Email

$189

erinenglish30@gmail.com

Payment Visa ending in 5555

1 Full Weekend Ticket

=

$189

Shipping & Handling

=

$0

Total

=

$189

Lineup Saturday | Justin Vernon Horse Feathers Palace Fleet Foxes Alabama Shakes Leon Bridges Small Sur Novo Amor Peals Iron & Wine Cat Power Sunday

| Sigur Ros A.A. Bondy Lord Huron Bill Callahan The Bahamas alt-J Flight Facilities Jonsi & Alex Lucius Beirut Bowerbirds Evenings

Tickets Saturday Only

Sunday Only

$99

Full Weekend

$99

$189

BUY TICKETS

Location & Contact

44

Mountain Field 1825 Paradise Road Ashford, WA info@kinfolkmusicfest.com 555.555.5555

FAQ

How do I get there? Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras accumsan, elit sed tincidunt convallis, diam nibh porttitor tortor, sed ultrices ante odio in elit. Sed fermentum nisl arcu.

Where do I park? Donec posuere viverra venenatis. Sed tempor, eros nec consectetur vulputate, ligula augue sollicitudin enim, vitae vestibulum velit sapien sit amet odio.

What should I bring to the festival? Maecenas in arcu ac nibh congue posuere ut ac elit. Nulla tincidunt, urna vitae ornare mattis, urna elit lacinia erat, vel fringilla leo lorem vehicula nisi. What happens if it rains? Aliquam molestie magna a nulla tempor, a bibendum orci molestie.

Where should I stay? Mauris euismod iaculis mi. Suspendisse finibus enim nec diam varius, nec elementum est cursus.

How can I apply as a vendor? Vivamus libero dui, tincidunt nec ex non, aliquam facilisis nisi. Morbi in ultricies neque. Quisque non neque at odio venenatis aliquam et et orci. Sed enim augue.

EE Copyright © 2017 Kinfolk Music & Arts Festival, LLC. All rights reserved. Acetate · Volcano Choir 1:08

3:10

Website design by Erin English


Final Brand Identity

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Main Page Kinfolk Music Festival

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Final section Website title

kinfolkmusicfestival.com

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Parallax Page: Home


Main Page Kinfolk Music Festival

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About


Main Page Kinfolk Music Festival

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section title

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Lineup


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Location & Contact


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section title

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FAQ & Credits


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Account Login


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section title

kinfolkmusicfestival.com

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My Account


Main Page Kinfolk Music Festival

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Acetate ¡ Volcano Choir 1:08

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Purchase Tickets


Main Page Kinfolk Music Festival

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section title

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Ticket Confirmation


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Parallax Page: Home

About


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Lineup

Tickets


section title

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Buy Tickets CTA

Location


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Contact

FAQ


section title

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Login

My Account


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Purchase Tickets

Ticket Confirmation


ERIN ENGLISH | KINFOLK MUSIC FESTIVAL

Profile for Erin English

Kinfolk Music Festival: Process Book  

Graphic Design II with Chris Santoro Fall 2015 Massachusetts College of Art & Design Graphic Design Certificate Program

Kinfolk Music Festival: Process Book  

Graphic Design II with Chris Santoro Fall 2015 Massachusetts College of Art & Design Graphic Design Certificate Program

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