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The cornerstone of VIBC’s yearly endeavours is primarily the City of Bhangra. Featuring innovative performances and one of the most sought after Bhangra dance tournaments in North America, the festival’s reach extends not just to Vancouver locals but among Bhangra enthusiasts world-wide. In spite of their growing reputation, VIBC has continued to struggle with branding communications and discovering the right language to describe who they are and what they’re striving towards. With this in mind, Armada was commissioned by the VIBC board to help guide the organization through a comprehensive branding process.
Consulting with the board it became evident that the Vancouver International Bhangra Celebration had much larger aims in mind — supporting the art form of Bhangra and celebrating Vancouver as an emerging hub of Bhangra and a model of cultural diversity.
From our consultations we conceived ‘We Are Bhangra’ – a rallying point for all Vancouverites to become more engaged in Bhangra culture. We established a new brand-mark and collateral system, spanning environmental signage, clothing design, marketing material and a renewed online presence.
The branding program has at present proven to be a complete success, drawing in full crowds to all of the City of Bhangra events and establishing a strong communications platform for subsequent years.
Development of a positioning statement - 'We Are Bhangra' - to build VIBC's audience base and create a more inclusive image. Supporting marketing collateral was developed to extend this image to all touch-points of the City of Bhangra 2011 festival.