The India Story has become an artistic & design force, and it was important that the 2019 campaign captured that feeling

Client:
The India Story

Industry:
Design & Culture /
Fashion & Lifestyle

Since 2016, Heyho Design have produced a range of identities for several iteration of The India Story. While the iconic yellow has been consistent, we have adapted each year to produce unique visual identities.

For the fifth year milestone we wanted to develop on the idea of conjunction — where history & future collide. A space between two phases is an opportunity to explore the terrain already crossed while imagining possibilities for a better future. In between this lies all the connecting links of generations, cultures, flow, and influences. Old traditions and practices get reinterpreted through this bend. It is time to pass it on and steer ourselves into the next chapter of what’s to come.

We developed this idea by juxtaposing the various scripts that currently dominate the Indian design landscape. We designed interventions between the Devanagri & Roman fonts, fracturing the typeface and creating something unique. Our design process was an exploration of ideas, spaces and objects across generations.

This project was designed in association with The Space At 9/2