Echo Fields Festival
Website and shop design plus Meta ads for an open-air festival near Freiburg. Two editions supported, from the design to the final-stretch campaign.
A festival convinces on feel, not on technology
Echo Fields is an electronic open-air festival just outside Freiburg, run by VuV Events GbR. I’ve looked after its presence since the very first festival in 2025: across both editions, from the landing page to the final-stretch ad campaign.
Anyone booking a festival decides on instinct: does this look like a night I don’t want to miss? Design, load time and structure either feed that impression or they don’t. The work was aimed accordingly.
Presence and shop as one experience
The most common break happens where visitors leave the festival site for a third-party shop. Suddenly everything looks different, trust drops, and the purchase is abandoned.
So we designed both as a single experience: the website in a dark festival look with one very present signal colour, and the external ticket shop restyled to match. Click through today and you barely notice the handover.
- Presence: A dark, poster-like design that picks up the aesthetic of the stage and lineup
- Shop design: The external ticket shop in festival branding instead of a default interface
- Structure: Lineup, recap, directions, and contact clearly separated, every question answered in one click
- Recap: Photos and an aftermovie as proof that showing up is worth it
A landing page with exactly one job
For the final stretch before the 2026 edition we added a dedicated ticket landing page: price tiers at a glance, a countdown, a lineup band, the most common questions right beside them, and a call to action that stays visible on mobile. No menu to wander off into, no second option.
That page was the destination of the ad campaign: the place where every question is answered and only one step remains.
Meta ads: visibility exactly when the decision is made
Six days before the festival we ran a Meta campaign on a modest budget. Deliberately late, in the window where festival purchase decisions actually get made.
The numbers:
- Roughly ten percent of Freiburg’s population reached, with an average of 1.7 contacts each
- €0.17 per click at a 3.6% click-through rate
The clearest recommendation for next season concerns the run time: start four to six weeks before the festival rather than six days. The bottleneck was never the budget.
The audience was right, which the low cost per click confirmed. Part of the budget simply went unspent, because six days weren’t enough to use it.
After the festival
Straight afterwards we rebuilt the site around an archive structure: each edition gets its own page with lineup, photos, and aftermovie. That keeps the history visible, feeds visibility for the next season, and makes adding a new edition a matter of minutes rather than a relaunch.
The value behind it
For the organiser the tangible benefit isn’t the website, it’s what the website makes possible: a presence that makes the festival look serious, a purchase path without breaks, a campaign with numbers you can follow, and an honest debrief that says what should run differently next time.
In parallel I look after the sister site vuv.events for VuV Events.