Monsoon Festival of Performing Arts
A living identity that refreshes every season
WHAT WE DID:
Brand Strategy • Visual Identity System • Campaign Toolkits • Social/Video Templates • Squarespace Website • Stage & Wayfinding • Partner/Sponsor Assets
SECTOR:
Non-Profit (Arts & Culture/Community)
Monsoon is a multidisciplinary South Asian performing-arts festival in Metro Vancouver, presented by the South Asian Arts Society. Since 2016 it has showcased theatre, music, dance, workshops, and community programs across the Lower Mainland—and 2025 marked its 10th year.
The Problem
Create a recognizable festival brand that evolves each year without losing equity.
Express South Asian culture in a way that feels contemporary and welcoming to the wider city.
Equip partners and city teams with ready-to-use assets for fast rollout across venues and media.
Our Approach
Build a core system once, then remix it annually.
Core identity + seasonal themes. Keep logo, type, and layout rules stable; refresh the color story, patterns, and illustration each season so the brand feels new while staying familiar.
Campaign kits. Provide sized templates for posters, digital out-of-home, social, reels, email, and partner promos—so teams can execute quickly and on-brand.
Stage & city touchpoints. Scalable assets for stage screens, banners, wayfinding, and volunteer gear that read clearly from street to seat.
Community-first language. Plain copy and inclusive visuals that welcome both South Asian audiences and the broader public.
What We Made
Identity system: logo usage, type scale, color families, and grid rules with seasonal refresh guidelines.
Annual campaign toolkit: poster series, motion/social templates, headline styles, and asset presets for partners and sponsors.
On-site system: stage backdrops, wayfinding, schedule boards, and vendor signage.
Partner & sponsor pack: lockups, co-brand rules, and drop-in artwork to simplify third-party production.
Outcomes
A recognizable festival look that evolves each year without confusing audiences.
Faster production for city partners and sponsors thanks to ready-to-use kits.
Stronger community presence as the festival matured from its 2016 launch to a 10-year milestone in August 2025.
Project Facts
Client: South Asian Arts Society (Monsoon Festival of Performing Arts)
Role: Brand strategy, identity system, annual campaign toolkits, partner/sponsor assets
Platforms: Festival materials and website
