A brandmark & key visual were created for Proctor & Gamble, one of the key sponsors of Desifest & Hungama. Desifest is a South Asian music festival in Toronto. The key visual, “Mehndi-Rock” was a combination of two major ideas of the festival: South Asian culture and Contemporary music. The illustration is a marriage of the modern and traditional values.

This key visual was used for all of P&G’s POS: banners, t-shirts, polybags, media walls and a virtual wall among some of the components.

desi_7

 

desi_6

Illustrations were custom drawn for this event. As well, another set of illustrations were created (although not used in the final event).

desi_8

For more details about the project, read here.