FROM THE VAULT VOL. 2

A nine-hour music event at Raasta Bombay with eight artists, plus stalls for fashion, art and culture. Every artist closes their set with an unreleased track from their personal vault.

One and a half weeks to build the identity and every promotional asset.

The name is the premise: music that has been held back, finally let out.

The brief asked for late-October heat with a Halloween edge and an oriental texture. The usual Halloween answer is black, purple and costume cliché, which would have aged the event and narrowed the crowd. Orange did both jobs at once. A yellow-into-orange gradient reads as late-October heat and as pumpkin in the same breath, so one palette carries the season and the Halloween cue without a single spooky trope.

The edge comes from weight rather than colour. Heavy condensed type, set large enough to read as a headline you cannot ignore, cut with a handwritten Vol. 2 so it stays young rather than corporate. A geometric motif sits under the gradient at low contrast, for texture rather than decoration.

The eight artists are cut out and stacked rather than laid into the usual lineup grid, so the bill reads as one crowd. The event, not a list of names.

Vol. 1 sold 150 tickets. Vol. 2 sold close to 400.

The identity had to hold at every distance. A billboard read from a moving car, a venue screen read from across the room, and it still had to stay recognisable once it shrank to a phone.

Art Direction, Design / Jones Jangila