In 2024, I had the opportunity to develop the visual identity for the 9th edition of the Serendipity Arts Festival in Goa—an incredibly meaningful project, given the festival’s reputation as a vibrant and inclusive platform for the arts in South Asia. The brief called for a design approach that was bold yet minimal, rooted in the festival’s evolving legacy while introducing a fresh sense of clarity and consistency.
At the heart of this identity is the squircle—a soft, distinctive shape derived from our original logo. We used it both as a dynamic graphic element and as a frame for images, giving the visual language a strong sense of cohesion and personality. More than just a design choice, the squircle became a symbol of continuity and reinvention, reflecting the festival’s spirit of adaptability and innovation.
This project was not just about creating a visual system; it was about shaping how the festival is remembered and experienced, both now and in future editions. It was an opportunity to contribute meaningfully to an institution that has shaped the contemporary cultural landscape, and one that continues to inspire artists and audiences alike.
Creative Direction: Aman Srivastava Design
Copywriting: Bidisha Mahapatra
Editorial: Amisha Agarwal, Nandita Jaishankar
Designers: Aman Srivastava, Jugaadh Lamba, Muskaan Jain
Space Design: Ananya Duggal, Anicca Collective, Jacquelin Fernandes
Special Thanks: Team at Serendipity Arts Foundation
Note: An extensive list of production and printing agencies have worked alongisde to make it all possible.
