VIBC (Vancouver International Bhangra Celebration) approached me
to activate the festival branding for 5X — a new event where South Asian identity and culture is expressed, connected, and multiplied.
“In the past we only presented aspects of Punjabi culture found in Punjab, India,” noted VIBC Director, Mo Dhaliwal.
“We were missing half the picture. So, three years ago we began the conversation with the local Pakistani community and found inspired partners to help us complete the picture and present a fuller spectrum of Punjabi culture.” The number five has a reoccurring theme in Punjabi culture originating in it's name Punjab, "The Land of Five Waters" — referring to the rivers Jhelum, Chenab, Ravi, Sutlej, and Beas.
Brand Execution + Creative Art Direction: Mustaali Raj / Logo Design: Skyrocket / Video: Be True Cineworks / Photography: 5X Fest
ꜛConcept boards for brand activation