For the 2025 edition of MirchiFest, one of Europe’s largest desi music festivals, I led the art direction and visual identity. Held in The Hague, the city I grew up in, the project marked a personal milestone.

The brief called for a bold and distinctly desi visual language. I translated this into a vibrant, high-impact identity built on strong typography, clear hierarchy, and a flexible layout system.

I designed the festival logo and developed a cohesive system across all touchpoints, including social, marketing, and print, from wristbands to large-scale banners. The identity supported an international lineup featuring Jasmine Sandlas, Jay Sean, Jazzy B, Mickey Singh, Sukha, and The Quickstyle.

The result is a confident and expressive system that captures the energy and scale of the festival.