GemArts Masala Festival – Brand Identity and Marketing Literature

Posted on 21st July 2016

As an arts development organisation, GemArts profile and programme culturally diverse art through a series of concerts, festivals and workshops that showcase artists from all forms of art.

After managing a successful rebrand the previous year, Unwritten were approached by the GemArts team once again. This time we were asked to create a brand identity and supporting marketing literature for the Masala Festival 2016, a weeklong sequence of events that bring South Asian culture to the North East.

The brief outlined the need for an outgoing and extravagant design that would appeal to those within the South Asian arts and culture scene, as well as to those less familiar.

The Masala Festival brand is made up of a simple yet distinctive marque which accompanies a loud and vibrant identity. We used a contemporary, disconnected typeface with subtle links back to South Asian tradition. When developing the festival’s supporting brand identity we delved in to South Asian heritage, researching key elements that represent cultures, past and present.

Captivated by the vibrancy of South Asia, colour became a major aspect of our work. Vintage Indian posters influenced the route we pursued, with confident, bold colours and patterns becoming crucial ingredients in the end result.

The Masala Festival stirred up some real excitement and GemArts tell us that the events guides were scooped up quicker than they could replenish. Great news!

The fun ensued on the 11th until the 17th of July 2016. We could almost smell the cooking demonstrations from the studio!

To talk to us about your next brand or digital project, call 0191 300 8550 or email