An Elle Decor annual Initiative, this three-day exhibition showcases contemporary art and design from across the country. Stall visits, workshops, panel discussions go hand in hand with socializing and networking. Always buzzing, the environment gets crowded with visitors and participants. Our brief was to create an Identity that would extend itself to strong environmental branding, holding together the varied exhibits and stalls; and would be equally successful across communication and marketing collaterals.Our approach to the design and branding of this event was to be bold and a little provocative. The name of the event had started a dialogue in our studio about art vs design, aesthetics vs functionality. We thought it would be appropriate for us to introduce this in our creative.