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The cornerstone of VIBC’s yearly endeavours is primarily the City of Bhangra. Featuring innovative performances and one of the most sought after … Read More
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. Read Less
Published:
VIBC | City of Bhangra 2011 Festival
Branding + Marketing Campaign
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 evolving city.


Background


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.

Our Approach

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 diversity.

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 online presence.
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.
City of Bhangra 2011 Brand Identity
Program Guide - Cover
Program Guide - Inner Design
Program Guide - Inner Design
Program Guide - Inner Design
City of Bhangra 2011 T-Shirt and VIP Pass Design
City of Bhangra 2011 T-Shirt and VIP Pass Design
City of Bhangra 2011 Festival Signage
City of Bhangra 2011 Outdoor Festival Signage
Vancouver International Bhangra Celebration (VIBC) Website Design + Development
Vancouver International Bhangra Celebration (VIBC) Website Design + Development