Art in Every Gali
A cultural initiative celebrating Mumbai’s artists — an identity that carries contemporary art into the everyday texture of the city, one lane at a time.
Project Overview
The Mumbai Art Expo (MAE) is a cultural initiative celebrating Mumbai’s artistic community and creative landscape. The project aimed to create a recognizable identity that connected contemporary art with the everyday culture of Mumbai through the campaign idea “Art in Every Gali.”
As part of the creative team, I assisted in developing visual assets, campaign materials, merchandise concepts, and digital content that supported the overall branding and marketing efforts of the event.
My Role — Creative Design & Branding Support
Where art lives in every gali — not only in galleries, but in the lanes, walls, and corners of Mumbai.
One identity, translated across every touchpoint.
Identity & Branding
Helped execute MAE’s visual identity across touchpoints, keeping brand assets, layout, and typography consistent across every deliverable.
Content & Ideation
Contributed campaign storytelling ideas, moodboards, and social content concepts aligned with the event’s audience.
Illustration & Motion
Designed sticker and merch artwork in Illustrator, plus logo-reveal animations and short-form video edits in After Effects.
Merchandise
Created production-ready artwork for tote bags, T-shirts, stickers, and postcards, extending the identity beyond the event itself.
Inside the Work
Five areas I contributed to — from identity and content to illustration, motion, and merch.
Branding & Identity Design
Supported the development and execution of MAE’s visual identity across various brand touchpoints.
Responsibilities
- Assisted in creating brand assets and visual applications
- Helped translate the brand identity into merchandise and marketing materials
- Maintained consistency across design deliverables
- Supported logo applications and visual system implementation
Skills Demonstrated
Content Creation & Brand Ideation
Participated in brainstorming and developing content ideas that aligned with the event’s vision and audience.
Responsibilities
- Contributed ideas for campaign storytelling
- Assisted with content concepts for social media
- Developed visual references and moodboards
- Helped create audience-facing creative assets
Skills Demonstrated
Digital Illustration & Visual Design
Created and adapted visual assets used across merchandise, promotional materials, and campaign content.
Responsibilities
- Designed sticker graphics and illustrated elements
- Assisted in creating merchandise artwork
- Developed supporting visual assets for social media and marketing materials
- Adapted designs for multiple formats and applications
Skills Demonstrated
Motion Graphics & Digital Content
Supported the creation of animated and video-based content used to promote MAE.
Responsibilities
- Assisted in producing logo reveal animations
- Created motion graphics for promotional content
- Edited short-form video assets for social media
- Helped prepare content for digital distribution
Skills Demonstrated
Merchandise Design
Assisted in designing branded merchandise that extended the MAE identity beyond the event itself.
Responsibilities
- Created artwork for T-shirts, stickers, and postcards
- Prepared designs for mockups and presentations
- Helped ensure merchandise aligned with overall brand aesthetics
- Supported concept development for event merchandise
Skills Demonstrated
Key Learnings
Through this project I gained hands-on experience within a collaborative creative environment, and learned how a branding system is applied across merchandise, digital content, event marketing, and audience engagement.
Skills Strengthened
Tools Used
Impact
Gained hands-on experience working within a collaborative creative environment, and learned how branding systems are applied across merchandise, digital content, event marketing, and audience engagement.