Born out of one of the world’s hottest Bhangra spots, the Vancouver
International Bhangra Celebration has come to embody not only the world
of Punjabi music and dance but indeed the spirit of our vibrant and
The cornerstone of VIBC’s yearly
endeavours is primarily the City of Bhangra. Featuring innovative
performances and one of the most sought after Bhangra dance tournaments
in North America, the festival’s reach extends not just to Vancouver
locals but among Bhangra enthusiasts world-wide. In spite of their
growing reputation, VIBC has continued to struggle with branding
communications and discovering the right language to describe who they
are and what they’re striving towards. With this in mind, Armada was
commissioned by the VIBC board to help guide the organization through a
comprehensive branding process.
Consulting with the board it became
evident that the Vancouver International Bhangra Celebration had much
larger aims in mind — supporting the art form of Bhangra and celebrating
Vancouver as an emerging hub of Bhangra and a model of cultural
From our consultations we conceived ‘We Are Bhangra’ – a rallying
point for all Vancouverites to become more engaged in Bhangra culture.
We established a new brand-mark and collateral system, spanning
environmental signage, clothing design, marketing material and a renewed
The branding program has at present proven to be a complete success,
drawing in full crowds to all of the City of Bhangra events and
establishing a strong communications platform for subsequent years.