RED FM Summer Bhangra Jam
A festival identity sponsors wanted to use
WHAT WE DID:
Brand Strategy • Identity • Pattern System • Campaign Kit • Stage Graphics • Social Templates • UX/UI Design • Wayfinding
SECTOR:
Corporate (Media & Events)
RED FM launched Summer Bhangra Jam to build community presence and grow awareness in new markets. Our task was to create an identity that felt joyful and unmistakably Punjabi, yet fresh and contemporary for a citywide audience.
Cultural Relevance
Design DNA: Phulkari, Modernized.
We rooted the system in phulkari, the traditional Punjabi embroidery known for bold, geometric florals. We abstracted the stitch forms into a clean grid, enlarged the motifs, and simplified the geometry so the pattern reads clearly on stage screens, banners, and phones. The palette pulls from festival color traditions, tuned for high contrast and accessibility.
Why this matters:
Instantly recognizable to Punjabi audiences, welcoming to everyone.
A living cultural reference that avoids clichés and supports modern typography.
Flexible enough for sponsors and city partners to apply without breaking the look.
The Problem
Create a bold, joyful festival brand without falling into generic “desi” clip art.
Help a newer station in eastern markets land on the public’s radar through a memorable look.
Make the system easy for sponsors and city partners to use across booths, handouts, and on-site assets.
Our Approach
Lead with a simple, ownable system that scales.
Core mark and pattern library. A clear wordmark paired with modular phulkari-inspired patterns in multiple scales.
Color and type you can’t miss. High-contrast palette and friendly type that hold up from 40-foot backdrops to small social tiles.
Sponsor-ready templates. Lockups, spacing rules, and pre-built files so partners can co-brand without guesswork.
Rollout toolkit. Social templates, stage graphics, signage, and quick rules that teams can follow in the rush to event day.
What We Made
Festival identity kit with logo lockups, phulkari pattern sets (single-color and multicolor), color, and type.
On-site system for stage backdrops, banners, tents, volunteer tees, and wayfinding.
Sponsor and city partner templates for handouts and booth items.
Social and promo assets to announce lineups, schedules, and day-of updates.
Outcomes
The festival helped put RED FM on the map in newer markets as the station expanded east. Community turnout and awareness increased as the series grew in Vancouver, Calgary, and Toronto.
Sponsor adoption: partners embraced the look. Scotiabank even adapted our phulkari patterns for branded napkins used with free ice-cream giveaways on the day.
A reusable visual system that traveled well between cities and venues, keeping the identity consistent while teams localized details.
Project Facts
Client: RED FM
Role: Visual identity, pattern system, event collateral, sponsor templates
Platforms: Corporate website and festival materials
Related Work We Have Done
Monsoon Festival of Performing Arts →
A living identity that refreshes every season.