Abhivyakti City Arts Festival had a clear ambition for this edition: to scale the festival and establish it as one of the most significant city-led arts festivals in the country.
This meant expanding artist participation across India, bringing in diverse art forms and genres, increasing city-wide visibility and ensuring the festival felt larger than just a single venue or moment.
Artist lead generation was a critical part of this vision. Along with that, Abhivyakti needed a stronger design language, a solid on-ground presence and a wider cultural impact. All of this had to be executed within a tight timeline and a highly price-sensitive setup.
Before running any campaigns, we worked on refining Abhivyakti’s design language. The goal was to make the festival visually aspirational for artists. Clean layouts, thoughtful colour usage and consistent visual cues helped the brand appear organised, credible and serious about art.
This became the base for all communication.
The brief was not just to get leads. It was to attract the right artists from different genres, regions and creative backgrounds.
We studied how artists perceive art festivals, what visuals they connect with and what kind of messaging makes them feel valued. Based on these insights, we experimented with multiple creatives, tested different approaches and shaped ads around artist emotions, aspirations and needs.
The result was 2800+ artist leads in just two months, below the planned budget and ahead of time.
On-ground branding was executed at a massive scale.
We designed and delivered over 250+ venue branding collaterals in just one week. From standees to artist walls, every element was planned in detail. The artist wall required multiple iterations and careful calculations to accommodate hundreds of names while still looking clean and impactful.
Artist documentation was a massive part of this project. We were provided with only half of the artists' bios, which we refined, structured and aligned with Abhivyakti’s storytelling style. For the remaining artists, our team conducted direct interviews and crafted their profiles from scratch.
All profiles were written in both Gujarati and English, ensuring cultural depth while keeping the content accessible to a wider audience. The result was a cohesive artist booklet that felt personal, respectful and true to each artist’s journey, without losing consistency across 160+ profiles.
Abhivyakti is as much a city experience as it is a digital one. We supported the festival with extensive print and outdoor requirements to drive awareness and footfall.
This included hoardings across the city, newspaper creatives, artist-facing collaterals and multiple print formats, all aligned with a single visual identity.
While Ahmedabad was the principal event, Abhivyakti also runs city chapters across India. We supported their Bhuj & Surat chapters with city-specific creatives and also helped generate artist leads, while maintaining consistency across the brand.
Abhivyakti at Parks was designed to give a platform to artists who may not perform at large-scale venues. To support this, we created 12 clear, impactful standees that explained the concept and guided audiences on-ground. This helped extend the festival beyond the main venue while staying true to its spirit.
