The geometry of 86 didn’t resolve so nicely as 85. The following year I got a call after the global team realized they couldn’t simply “add another diamond” for that year’s identity.
Ultimately we realized the geometry of 86+ would be problematic, and chose to pivot and build the identity around 49 (as the Aga Khan is the 49th hereditary spiritual leader in this role). We settled on a new 7 ring motif (4 visible, 3 in negative space).
Secondary lockups for years 86-89. I wanted these elements to live separately from the primary 7 ring motif as these next 4 years were “non-milestone” years. I look forward to revisiting this identity for a refresh for the Aga Khan’s 90th Salgirah!
After delivering all brand assets, social media teams in the Ismaili community launched global, national, and regional digital marketing campaigns. These assets (social media content, videos, website) were created by many talented people around the world in multiple languages. I have included them here to show the context and impact of the brand identity.
Photo backdrop in Atlanta, Georgia, USA. Designed by the local team.
https://freight.cargo.site/w/1920/q/94/i/de24b53936415de7ff40095d8d2eb57be0dff1c8b1b1dca1d5b4ad5f96f8dc05/85th-Salgirah---9.png
Wow. I didn’t even know they had access to large scale printing in the mountainous region of Hunza, Pakistan. Designed by the local team.
I never expected a logo I designed to be on a cake! (Or sherbet bottle, a milk-based drink made for special occasions). Houston, Texas, USA. Designed by the local team.
Dubai World Trade Centre. The Ismaili community in Dubai, UAE held their first in-person celebration since the COVID-19 pandemic at the Dubai WTC. Unfortunately I was not able to attend for multiple reasons, but received some photos from the local team. All assets were designed by the local team in Dubai.
Exterior signage.
Branding displayed on stage during musical performances. Designed by the local team.
Signage for Golden Members (elders in the community, 65+), and wristbands to enter the venue. Designed by the local team.
The local team in Seattle told me about their ambitious design plans for the celebration, and that I had to be there to see my design come to life at the venue. Returning to Seattle the weekend before finals in my first term... we had a lovely hometown celebration with cultural dance performances, dinner, and a live band.
Despite my intense workload for the last few days of the semester, I made a last-minute decision to take a 36-hour trip back home in secrecy. It was the first time I could physically see anything I’d designed at this scale. In my hometown no less.
The stage in Seattle, with the live band’s equipment. Beautifully assembled by the local team.
The local team surprised me with this floating sculpture of the 7 ring motif, suspended over the dance floor!
Group photo with the photo/video team.
Kitchen volunteers with branded aprons.
Family portraits in Seattle for the 87th Salgirah (December 2023).