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Weaving perspectives.

What Design Can Do Delhi — Event Design, Identity, Motion, Typography

The Challenge
Launch What Design Can Do Delhi as a platform to bridge global design thinking with local action. The campaign needed to reflect the city’s vibrant, chaotic energy while positioning design as a catalyst for addressing its most pressing challenges.

The Strategy
Create an identity that mirrors Delhi’s dynamic complexity—a visual and conceptual framework that invites designers, diplomats, activists, and architects to collaborate. The goal was to turn the festival into a common ground for diverse perspectives, fostering solutions tailored to local issues.

The Solution
We developed a cohesive identity, campaign, and on-site assets that embodied Delhi’s spirit while maintaining WDCD’s global brand. The result was a festival that didn’t just discuss change—it activated it, using design to turn local challenges into opportunities for innovation.

Custom Typeface

At the core of the identity, a custom display version of the household typeface Franklin Gothic rebuilt using the logic of weaving—where horizontal and vertical lines are used to create letters.

The typeface acts as the key element of the identity and makes every touchpoint recognisable, instantly.

From typeface to graphics

From the letterforms, we built a flexible pattern system — a treatment that moves easily across print, digital, signage, and stage. The patterns expand the visual language without breaking it. They add energy, depth, and variation, but always trace back to the original forms.

Scalable system

This systematic approach made it easy to scale the style across every part of the festival. From large-scale stage backdrops to directional signage, from merchandise collections to social media campaigns — every touchpoint an extension of the other.