Reimagine traditional dance through a contemporary lens.
Welcome the next generation of changemakers.
Overview
The Scarlet Mela Festival of the Arts (SMFA) is a platform to celebrate, facilitate, and incubate young and upcoming independent traditional arts practitioners. This creative space provides an opportunity to seed discourse between traditional arts and its contemporary interpretations through creation, education, and incubation.
Art direction to be bold to represent the passionate spirit of the young incubators. We do not want to discount any of that spirit. One of the first to create a platform to celebrate upcoming independent traditional arts practitioners—how can we craft an identity design that can seamlessly weave multiple mother tongues?
SCARLET MELA
2022
Brand Identity, UI/UX, SOCIAL MEDIA
fellow design TEAM
Xin qian Chua, Dika Dhaniya
Facilitating the convergence of the creative energies between artists, producers, and venue partners – to bring the arts to life within a blank canvas or space.
Leaving their unique footprints behind
and within the website.
The key visual design was designed extra meaningful as these are footprints by actual dancers from the incubation program.
Blending the footprints with a bold, condensed typeface creates a striking juxtaposition with the festival logo, balancing a ‘soft’ and artful design approach across the branding and website.
