For MirchiFest 2025, one of Europe’s largest desi music festivals, I led the art direction and visual identity for the edition in The Hague.

The goal was to create an identity that captures the energy and cultural richness of the festival while staying clear and easy to scale across a big, fast-moving event.

To solve this, I created a strong typographic system that brings cultural depth into a clear visual structure. The identity was made to work across many different uses while staying consistent and easy to recognize.

The system was used across social content, marketing campaigns, print materials, wristbands, and large environmental graphics, creating one unified experience across all audience touchpoints.

The result is a strong and consistent festival identity that scales well across formats and stays clearly recognizable throughout the event.