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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 that connects global design thinking with local action. The campaign needed to reflect the city’s vibrant, chaotic energy while positioning design as a catalyst for tackling 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 make the festival a meeting ground for diverse perspectives, where solutions tailored to local issues could emerge.

The solution
We developed the identity, the campaign and all on-site materials. They capture the spirit of Delhi while staying true to WDCD’s global brand. The result: a festival that didn’t just discuss change, but set it in motion.

A custom typeface

At the core of the identity is a custom display version of the classic Franklin Gothic, rebuilt using the logic of weaving: letters made of horizontal and vertical lines.

The typeface is the key element of the identity and makes every touchpoint instantly recognisable.

From typeface to graphics

From the letterforms, we built a flexible pattern system 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.

A scalable system

This systematic approach made it easy to apply the style to every part of the festival. From large stage backdrops to signage, from merchandise to social media campaigns, every touchpoint was an extension of the next.