SIKH VIBES
CAMPAIGN
SIKH VIBES is a campaign that provides basic knowledge about Sikh values and beliefs, while also portraying the different aspects of Sikh identity. The campaign’s core values are joy, compassion, and empathy. The brand name is a pun derived from the slang term “sick vibes,” describing something that is cool or impressive. Alongside the trendy moniker, the campaign utilizes stylized, digital illustrations to appeal to youths. With guidance and feedback from representatives at the Sikh Gurdwara of North Carolina, Sikh figures depicted in contemporary clothes and settings create a sense of relatability and relevancy. The bright color palette is inspired by the colorful turbans adorned by Sikhs and enforces the campaign’s lighthearted and playful tone. Phrases highlighting Sikh values and beliefs are implemented throughout the various designs—some using an original Punjabi typeface. Together, these visual elements accomplish the campaign’s mission to empower the Sikh American community and to educate and counteract the biases against Sikhs in the USA.
SOFTWARE:
Illustrator, Procreate
SKILLS:
Digital Design, Illustration, Logo & Branding, Print Design
SIKH VIBES includes three products: a poster series, social media graphics, and merchandise designs such as T-shirts and tote bags. The poster series depict the three pillars of Sikhism: Kirat Karō, Vaḍa Chakō, and Nām Japō. The three pillars of Sikhism are fundamentals that guide the Sikh way of life. Kirat Karō means to earn an honest living with dedicated & hard labor. To represent this, a figure is illustrated working towards her education. Vaḍa Chakō means to share & consume together as a community. To represent this, a figure is illustrated with arms stretched towards the viewers. In her hands is a lotus flower, symbolizing purity, wisdom, and understanding. Nām Japō means to remember God’s name with every breath. To represent this, a figure is illustrated with palms pressed together in prayer.
The social media graphics depict various phrases from the holy book of Sikhism, the Gurū Granth Sāhib. The phrases emphasize Sikhism’s simplistic approach to life that is centered around grace and kindness. For example, “Dwell in peace in the home of your own being,” and “Let your mind be content, and be kind to all beings.”
The merchandise designs reuse assets from the previous products, allowing individuals to wear and showcase their knowledge and appreciation of Sikhism. Through these three products, SIKH VIBES hopes to teach the public about Sikhism, while also fostering pride and providing representation to the marginalized community across the USA.