Led the creative direction of a national-level tech fest, developing its theme, visual identity, and cohesive design system across campaigns, merchandise, and event experiences.
Client
Mar Athanasius College of Engineering
Role
Design Lead
Duration
6 weeks
Scope
Visual Identity, Art Direction, Campaign Design
Overview
Takshak is the annual national-level technical festival of Mar Athanasius College of Engineering.
For its 2022 edition, I led the creative direction and visual identity, developing the theme Revel the Spectrum. Building on the previous edition's idea of rebirth, the concept explored what comes next: celebrating life through creativity, individuality, and joy.
My role combined hands-on design with leading the team to translate this narrative across the festival's visual communication, merchandise, promotional campaigns, and event experience.
The Brief
To develop a compelling concept and creative direction for Takshak ’22, building on the previous edition while establishing a fresh narrative.
The challenge was to translate this concept into a cohesive experience across visual identity, promotional campaigns, merchandise, and the festival environment.
Concept & Direction
Revel the Spectrum
Takshak ’21 celebrated Rebirth, marking the festival's return after the pandemic. Building on this narrative, I explored what comes after rebirth: living life through happiness, individuality, creativity, and self-expression.
This evolved into Revel the Spectrum, a celebration of life's diverse experiences, which became the foundation for the festival's visual identity, promotional storytelling, and event atmosphere.
Identity Development
The visual identity evolved from Takshak's established logo structure, incorporating the astronaut mascot into its design.
I developed the logo using the astronaut's helmet and a vibrant colour system that reflected the tech fest's theme. The identity was designed to remain recognisable and adaptable across different applications.
Visual System
One Identity, Multiple Touchpoints
designed the official Takshak ’22 T-shirt, translating the Revel the Spectrum concept into wearable merchandise through the astronaut motif and a vibrant visual language.
Beyond Visual Identity
The creative direction extended beyond graphic applications into the festival experience.
Proposed bringing the astronaut mascot into the physical event as an interactive character. The idea was implemented, allowing audiences to engage with the mascot beyond digital visuals.
Developed the theme and proposed the script used as the basis for the pilot promotional film. Subsequent videos were developed by the media team within the broader festival theme.
The Foundation — Takshak ’21
Before leading Takshak ’22, I contributed to the 2021 edition as a design team member.
I designed a phoenix-inspired logo representing the festival's rebirth and introduced a seamless Instagram grid concept that connected individual posts into a continuous visual narrative.
This approach continued to influence the festival's digital communication in later editions.
Outcome & Learnings
Takshak ’22 brought together visual identity, merchandise, digital campaigns, publications, and on-ground experiences under a unified creative direction.
Leading the design team strengthened my understanding of art direction, collaboration, and maintaining a consistent visual narrative across different people, formats, and platforms.
