Lionfish Festival

Introduction
The Lionfish Festival, part of the Florida Keys Lionfish Derby & Festival, is a unique event dedicated to raising awareness about the ecological threat of invasive lionfish while promoting sustainable practices and community engagement. Organized by the Reef Environmental Education Foundation (REEF), the festival transforms conservation efforts into an engaging and educational experience, blending ecological action with entertainment.
Table of contents

1. Introduction
2 Overview of the ProjectBackground
3. Topic Research
4. User Research
5. Analysis / Synthesis of Research Results
6. Persona(s)
7. How Might We Questions
8. Task Flows
9.
Wireframes of the 3 Task Flows
10. Design Style Guide
11.
High-Fidelity Mockups of the Three Task Flows
12. Prototype
13. Conclusion
14. Citations

Overview of the project

To effectively manage the invasive lionfish population and restore balance to affected marine ecosystems, a multi-faceted solution is necessary. Key strategies include expanding organized removal efforts, such as lionfish festivals and derbies, where divers are incentivized to capture and remove the species. These events can be complemented by public awareness campaigns that promote lionfish as a sustainable seafood option, creating market demand for their consumption.

Topic research

Lionfish are venomous, predatory fish native to the Indo-Pacific, but they have become highly invasive in the Atlantic, Gulf of Mexico, and Caribbean. They were likely introduced to these waters in the 1980s, possibly through the aquarium trade. Lionfish are known for their striking appearance, with vibrant red and white stripes and long, venomous spines that protect them from predators. As generalist predators, they consume a wide range of fish and invertebrates, often up to 90% of their body size, which has led to severe disruptions in local marine ecosystems.

User research

Fish Lionfish are colorful, venomous fish native to the Indo-Pacific region but have become an invasive species in the Atlantic and Caribbean. Recognizable by their long, spiky fins and bold stripes, they pose a significant threat to marine ecosystems. Lionfish are efficient predators that consume a wide variety of smaller fish and invertebrates, including important herbivorous species that help maintain coral reef health.

Here is a overview of community involvement in marine life conservation related to Lionfish in Florida: Community engagement is vital for effective marine life conservation, especially in managing invasive species like Lionfish.
Community

Name: Michael Paul
Age: 34
Occupation: Freelance Graphic Designer
Location: Portland, OR
Education: BFA in Graphic Design
Tech Comfort Level: High
Goals: Find intuitive design tools that support fast prototyping and iteration. Collaborate easily with clients and other creatives. Stay ahead of design trends and tech without a steep learning curve.
Frustrations: Tools with bloated features or complex UI that slow down his creative flow. Limited customization options in some platforms. Inconsistent file compatibility between design tools.
Personality: Detail-oriented and creatively driven. Loves experimenting with color, layout, and motion. Values clean, minimal UI that doesn’t interfere with the creative process.

Favorite Tools: Figma, Adobe Illustrator, Procreate
Design Style: Bold, modern, and user-focused Quote:“ Design should be felt before it's understood.”

Persona two: Jammie Adamson

Thanks! Here's a revised persona profile for Jammie Adamson, a 24-year-old female designer:User Persona: Jammie AdamsonAge: 24
Pronouns: She/Her
Location: Brooklyn, NY
Occupation: UX/UI Designer
Education: BFA in Interaction Design from Parsons School of Design
Experience: 2 years at a creative agency + 1 year freelancing
About Jammie
Jammie is a detail-obsessed, experience-driven designer with a passion for creating digital products that feel both intuitive and emotionally resonant. She thrives at the intersection of clean visuals and smart functionality. Whether it’s a wellness app or a responsive portfolio site, she brings empathy, structure, and polish to every project.
Personality
Traits Empathetic
– always thinking about the user’s mindset
Curious – obsessed with trends in design, tech, and psychology
Collaborative – believes the best work comes from strong teamwork
Minimalist – clean lines, white space, and purposeful interaction
Goals Build a personal brand as a freelance UX/UI designer Work on projects that have social or environmental impact Learn motion design to enhance user engagement Collaborate with developers to create better design/dev synergy
Frustrations
Clients who don’t understand UX principles Design tools that lack responsive flexibility Endless revisions without clear user feedback Projects that value aesthetics over usability
Favorite Tools Figma Adobe XDNotion Webflow After Effects (learning)
Design Style Jammie blends
functional minimalism with subtle micro interactions. She uses soft color palettes, clean typography, and consistent grids to make users feel calm and in control.
Quote" Design isn’t just how it looks—it’s how it lives in someone’s hands."

How Might We questions

1. How might we help users feel more confident navigating complex interfaces?
2. How might we reduce decision fatigue in multi-step digital journeys?
3. How might we make digital onboarding feel more personal and human?
4. How might we ensure accessibility without sacrificing visual style?
5. How might we create delight without overwhelming the user?

3 task flows with task flow descriptions

Task flow 1

This task flow outlines the process of designing a branded beer bottle label that features a lionfish image and product description. The goal is to create a visually appealing label that communicates both the identity of the craft beer and its environmental message. The designer is responsible for integrating bold graphics, clear typography, and product information within the constraints of standard label dimensions.The workflow begins with setting up the design file, followed by developing or importing a lionfish illustration as the focal point. Brand elements such as the beer name, logo, and description are added in a balanced layout that supports both aesthetics and readability. Special attention is given to color choice, font selection, and spacing to ensure clarity and print readiness. The final design is tested on a mockup for scale and placement before being exported for printing and digital sharing.This task flow emphasizes the intersection of branding, environmental storytelling, and practical packaging design.

Task flow 2

This task flow outlines the process of creating a branded beer can label that highlights a lionfish as the central visual element. The goal is to design a sleek, eye-catching label that wraps around a standard 12 oz or 16 oz can, communicating both brand identity and an environmental message about invasive species. Unlike a bottle label, the can design requires a continuous layout that considers a 360° viewing experience and production-ready dielines.The design process involves creating a balanced composition that includes the lionfish artwork, the brand name, tagline, and legal product information (such as ABV, ingredients, and barcode). Visual hierarchy, seamless transitions, and alignment with print specifications are key factors for successful execution. The final design should feel bold and contemporary, while aligning with marine-inspired branding.

Task flow 3

This task flow covers the process of creating eco-friendly packing bags for a beer brand that uses a lionfish as its key visual element. The design aims to reinforce brand identity while emphasizing sustainability, ensuring the packaging is both functional and visually appealing. The bags will be used for carrying beer purchases and promotional merchandise, so the design must balance aesthetics, brand messaging, and practical printing constraints. The process involves choosing materials and bag styles, designing graphics that work well on fabric or paper, and considering printing methods like screen printing or digital print. The layout must be adaptable to different bag sizes, maintain brand consistency, and communicate the environmental message clearly.

Wireframes of the 3 task flows

Wireframe 1

Wireframe 2

Wireframe 3

High Fidelity Mockups of the three task flows

Task flow 1

Task flow 2

Task flow 3

This project successfully explores the integration of meaningful environmental storytelling with product branding, using the lionfish as a central visual and thematic element. Through the design of a beer bottle label, a can label, and branded packing bags, the project creates a cohesive identity that is both eye-catching and socially conscious. The lionfish, known for its invasive impact on marine ecosystems, becomes more than just a design element—it symbolizes the brand’s commitment to sustainability and awareness. By featuring this species prominently, the brand invites consumers to engage with the product on a deeper level, sparking curiosity and conversation about ocean conservation. Each design task—from detailed layout planning to material selection has been guided by principles of usability, aesthetics, and ecological responsibility. The final outputs not only meet the functional needs of packaging and marketing but also help position the brand as a purpose-driven player in the craft beverage industry. Overall, the lionfish branding project demonstrates how thoughtful design can transform everyday products into platforms for education and advocacy, proving that creativity and environmental action can go hand in hand.

Citations

Agostino, D. D., Jimenez, C., Reader, T., Hadjioannou, L., Heyworth, S., Aplikioti, M., ... & Feary, D. A. (2020). Behavioural traits and feeding ecology of Mediterranean lionfish and naiveté of native species to lionfish predation. Marine Ecology Progress Series, 638, 123-135.

Koşker, A. R., & Ayas, D. (2022). The new venomous fish in the Mediterranean: the lionfish. Advanced Underwater Sciences, 2(2), 40-43.

Bogdanoff, A. K., Shertzer, K. W., Layman, C. A., Chapman, J. K., Fruitema, M. L., Solomon, J., ... & Morris, J. A. (2021). Optimum lionfish yield: a non-traditional management concept for invasive lionfish (Pterois spp.) fisheries. Biological Invasions, 23, 795-810.