Sol Summit
What they needed.
Sol Summit is a first-of-its-kind music and cultura festival launching in Downtown El Paso: two days of music, food, art, and community rooted in the borderland identity of the region. With no prior web presence, no brand equity to lean on, and a lineup that needed to build anticipation before the full announcement dropped, the site had to do a lot of heavy lifting from day one.
What we did.
Built for an inaugural event
The team designed and developed the site from scratch for a brand new event with no prior digital footprint. The challenge was creating energy and credibility simultaneously. The site needed to feel like something real and worth attending before anyone had ever been there.
Lineup and ticketing architecture
The site was structured around a clear conversion path: land on the festival, understand what it is, see who is playing, buy a ticket. Artist pages, lineup reveals, and ticket CTAs were all built to work together without competing. The design stays out of the way of the music.
Rooted in the borderland
Sol Summit is not a generic festival that happened to land in El Paso. It is built around the region's culture. The visual direction reflects that: warm, bold, and grounded in the identity of the city and the music it draws from, ranging from cumbia and bugalú to indie and electronic.
What it delivered.
ProVecho Amigo
Web Design
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