Aab Biennium Chandigarh is a trans-disciplinary, research-based, international festival focused on water and its climatic co-agents, activating the city of Chandigarh and its surrounding region from 2020 to 2022. The entity needed a visual identity that could be strong, consistent, fluid, and dynamic for its various interventions. The identity design project started with an in-depth study into the unique structure of the Biennium and its goals that defined the scope of the endeavour. Attributes were elucidated, different levels of the audience were personified, and their scenarios were tabulated to understand communication gaps. Festivals with similar attributes were taken as precedents and looked at based on their context. Client references and visual research, which delved into postmodernism, the city of Chandigarh and other relevant imagery were analysed. An understanding of the studio’s pluralistic practice enabled a series of explorations in the visual treatment of the entity. After seeking the client's approval at different levels, a final design direction was presented, and relevant touchpoints were identified. These were divided into the formal- which included the logo, typography, business card and letterhead and the dynamic- which included posters, website, brochures, iconography, projection mappings to passes and other festival memorabilia, including a unique cataloguing system to keep track of the Biennium’s events through the two years.
Keywords: Aab, Chandigarh, festival, identity, Postmodernism