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.
Illustrations were custom drawn for this event. As well, another set of illustrations were created (although not used in the final event).
For more details about the project, read here.