CultureFest 2020
In the realm of splendour.
School Group Project in collaboration with The Indian Heritage Centre
Brand, Integrated, Image Design | Digital
Done by Chloe, Jamie and Ashley (me)
The annual Indian Heritage Centre (IHC) CultureFest is a two weekend-long festival that celebrates and promotes the diversity of Indian artistic and cultural expressions. Through arts performances, craft workshops, lecture demonstrations and public talks, the Festival hopes to promote a greater sense of pride and identity in the rich cultural heritage in Singapore.
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Although previous editions have been done as an on-the-ground event at the Indian Heritage Centre, along Campbell Lane and at parts of the Little India precinct, this year’s edition would have to be done as a digital festival due to the ongoing COVID-19 situation.
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Hence we propose a digital solution with the concept name:
Patching Paths
Bringing communities together through forming bonds.
Patching Paths aims to showcase the vibrance and richness of Indian heritage, to celebrate the diversity in Indian communities by patching together all the intricacies that make up its culture and heritage.
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The visuals are inspired by traditional textiles, and the meaning of a cohesive community is brought out through combined patches of patterns.
Brand Positioning
CultureFest 2020 is a festival that aims to bring authentic experiences to people of all ages, from all walks of life. With vibrant visuals and exciting colours, the theme Patching Paths will showcase the wondrous and rich Indian heritage in a jubilant manner, attracting many to take their first steps into forming meaningful bonds in the community.
Logo
- The logo is made up of 4 separate quadrants in the main brand colours
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- It is brought together into one entity with the shape of a lotus in the middle, which is a symbol of beauty, prosperity and fertility in Indian culture.
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- Bold typography is chosen to complement the bright visuals and colours, helping to showcase the jubilant personality this festival has.
1. Patch-Up Event(Communities)
- Through engagement in activities, participants get rewarded with shape sets (unique to each category of event) to design their own unique patches
- At the end of the event, their digital patches will contribute to a real-life installation (set up at Little India) and shown through livestreams.
- Participants can share their engagements through the hashtag #CultureFest2020 on their social media
Event Patches
Sample Patches
2. Trinkets Collection
- “Treasures” are hidden around the website as trinkets which can be used to exchange for gifts and vouchers at the end of the Festival.
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- The Treasure Hunt is an example where they can learn about the true treasures and
get trinkets.
Trinkets Example
3. Discovery Trail: Zoom With Us!
- Participants can log onto the Zoom session or view through livestream to experience landmarks in the Indian culture’s history on a virtual platform
- Tour guide will make use of Google Maps Street View to navigate and bring the audience through the places, creating a more personal and interactive experience.
4: Weekly Contests
Lamp Post Banners
Places
Cultures
- A contest will be held every week to encourage active participation, giving people a chance to win prizes or our very own Festival Funpack
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- The contests are as follows: Fashion Show, Photo Contest, Rangoli Art Contest and Cooking Contest
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- Participants can upload their contest entries under the hashtag #CultureFest2020
Main Poster
