For an industry studio project, we were tasked to rebrand the Indian Heritage Centre’s biggest event, Culturefest.
As my specialization was image design, I was in charge of illustration and image-making.
Final Poster
For the poster, I illustrated various elements of Indian culture in an arc shape. The arc symbolizes a door into the “Realm of Splendour”.
Rejected Posters
The original posters I created were rejected as the people at the Indian Heritage Centre felt that the illustration style was targeted at children. They wanted something that could appeal to a wider range of people.
MASCOT
I also created a mascot character to appeal to the younger demographic, that will also act as a tour guide for the festival. I also suggested having a mascot as I felt that it could be a character to tie the touchpoints together and be a memorable figure during the festival.
The mascot is named May, which is derived from the Tamil word, “Mayil”, which means peacock. As the peacock is a symbolic bird in Indian culture, May is dressed in a peacock costume and uses it as an opportunity to spread her knowledge of Indian culture.