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BRAND IDENTITY | MOTION DESIGN | WEBSITE DESIGN
A brand for the biggest camel fair in the world.
Client: Personal
Time: 3 months
I visited Pushkar as a child, and there began my fascination with thetown and it’s history.I truly began this project in 2016, but revisited it in 2023 during my time at Carnegie Mellon, then revisited it many times after with my most recent updates being in October of 2024. It holds a special place amongst my work, bringing up considerations of representing culture, playfulness in an exploration of material. But most of all, it has become an important place of self-reflection, visualizing personal and professional growth, discovering my creative process.
Pushkar is one of the most ancient cities in India located in Rajasthan’s Ajmer district. Every year, it becomes the backdrop for the Pushkar Camel fair, a spectacle on an epic scale, attracting thousands of camels, horses and cattle and visited by over 400,000 people over a period of around fourteen days.
My goal was to create a brand system for the fair, blending together the English and Hindi language to represent the majority of the populations present in the festival.
This Indian-made, cyberfunk typeface mimicked camel curves, appropriately contrasting the ancient city. It’s geometric form also made it much easier to create the custom Devanagari characters for the Hindi logotype.
ONEK TUBULAR CHARACTER SET
PRIMARY LOGOTYPE
STYLE GUIDE
I created assets by sourcing materials one may encounter at the fair. This includes beads, garlands, dried chillis, fuzzy pom-poms, all of which are used to adorn the livestock. Scanning these helped me create bespoke textures that reflected the essence of the festival. I photoshopped them to create richness and depth.
SCANNING PROCESS
PRIMARY LOGOMARK
SECONDARY LOGOMARK
OUTDOOR SIGNAGE
SUBWAY POSTER
BUS STOP GRAPHICS
LARGE SCALE BILLBOARD
WEBSITE LANDING PAGE
PREV.