UDAIPUR WORLD MUSIC FESTIVAL
- Promotional Design & Content
Identity
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I collaborated closely with Seher's team to redefine the visual identity of the Udaipur World Music Festival for its 2018 edition. This project presented a unique challenge: to craft a design language that would appeal to a global audience while celebrating the festival's rich diversity, featuring artists and attendees from various continents and regions.
Historically, the festival's branding had relied heavily on the local and ethnic motifs of Udaipur and Rajasthan, which, while illustrative and rich, necessitated a transformative shift to infuse novelty and broaden its appeal.
Our goal was to innovate beyond traditional boundaries and introduce a revitalized aesthetic that would capture the festival's essence and resonate with an international demographic.​
Master Designs
The layout developed took a minimal approach; abiding by the requirement for design with international sensibilities, one that would speak neutrally to a broad audience.
While using a grid, through non proportionate distribution of type; the design aims to reflect the artistic imbalance in the nature of music; a subtle and subliminal connect,
Informational elements as such were focused and grouped together; to assist identification and legibility for the viewer. The designs included imagery of local and event landmarks but treated with filters and manipulation techniques that were standardized.
Artist Promotions
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A separate set of posters were also commissioned that required a strategy that focused on a few of the key artists that drew their own audience. The artists being identified by the music they create; a campaign was devised that identify and highlighted key lyrics from popular songs. A unique typographic treatment was developed that aimed to reflect the energy and often the meaning of the words they represented.
