WOW – Women of the World Karachi
Shaping identity for a movement of female voices
– British Council / WOW Foundation
Branding and marketing for WOW Karachi 2019, a two-day festival celebrating women and girls, their achievements, struggles and impact, while promoting the first green festival in the city
OBJECTIVE:
Design festival branding using the existing WOW logo and graphic system to represent Karachi, its women, and their stories. Create print and digital collateral to promote the festival, with a strong emphasis on sustainability as part of the first green WOW festival in Karachi.
SCOPE:
Branding
Program Design
Print and Digital Promotional Collateral
Event Branding
IDEA:
The branding focuses on the city’s identity, women’s resilience and the festival’s three core themes: Resilience, Transformation and Return.
The visual system made up of dots, strokes and shapes reflects these ideas while reinforcing a sense of collective strength and continuity.
EXECUTION:
The design collateral included digital backdrops, programme materials, social media posts, promotional videos and minimal print assets to reduce carbon footprint. Attendees were encouraged to bring reusable water bottles and tote bags. The event was also live-streamed across Twitter, Facebook and Instagram.
IMPACT:
Two-day festival attended by 16,000+ people
1.4 million social media reach and 3.04 million impressions
Successfully promoted Karachi’s first sustainable green festival while celebrating women’s achievements
Featured a legendary performance by Sufi singer Abida Parveen
CREDITS:
Role: Brand and Design Manager, Marketing and Communications team.
Project Lead: Sharmeen Peshimam, Head of Marketing
Photography & Video: Black and White Films, Pakistan
Copyrights © British Council, Pakistan, South Bank Centre, WOW Foundation - All rights reserved