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Design system for Mela, an alternative Indian Music Festival in New York City.


A sensory journey celebrating Independent Indian musicians, spoken word, classical music and local South Asian food establishments. The aim is to introduce the new era of Indian performance and entertainment that is beyond the vernacular.



Why?


Being part of the South Asian diaspora and experiencing the emotional hardship of being in a new culture I felt we needed a platform where people could share the experience of being in a new society while also staying connected to their roots. 


Etymology


Méla or मेला etymologically means “coming together” or “connection”. Traditionally, a Méla in India is a carnival full of games, food, performances and joyrides.









Deliverables

Identity design
UX/UI design
Motion Graphics
Wayfinding


Time frame

2 months

Applications

Figma
After Effects
Photoshop
Illustrator







Grid system





Tight modular grid system inspired by Indian textile patchwork and the golden ratio.

A sense of “organized mess” it signifies the kind of scene you witness at a crowded Indian carnival with colors and people packed into tiny organized spaces, waiting to burst out and try the next thing.












Graphical reinterpretation of grids found in traditional Indian textile patchwork














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Typography & colors





The color system is bright and vibrant and inspired by traditional Indian drinks pictured on the left.









































































1. Print Posters
























































































2. Interactive website


Goals: Festival information, purchasing tickets, merchandise store







  

2.1 Homepage hover states






2.2 Experiences tab






2.3 Festival schedule






2.4 Shop tab & color options





2.5 Merchandise options






2.6 Shop - Checkout page










2.7 Mobile responsive website screens


















3. Social media promotion














































































3. Tickets




Options of Apple Wallet tickets or a physical wristband available at the event.














4. App screens


The app motivates the user to do interactive tasks that encourage them to interact with the physical space using AR as well as make connections with fellow festival atendees. The goal: complete tasks to earn points and redeem to win free festival merchandise.





























































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