VASU

A new identity and digital experience for an Earth One gathering in India.

The Challenge

VASU needed its own personality without losing its connection to Earth One.

The challenge was to create a visual and digital language that felt more expressive, culturally rooted and immersive, while still belonging to the same brand universe.

The Approach

We started by looking at India beyond the obvious.

Rajasthan, Jaisalmer, traditional gateways, mythology, local patterns, wildlife and the idea of Vasudhaiva Kutumbakam — “the world is one family” — became the foundation for the visual exploration.

From there, we built VASU as the younger sibling of Earth One: connected, but with its own energy.

The Identity

We refined the VASU symbol to create a stronger relationship with the Earth One master brand.

The new visual system introduced a warmer and more tactile language through typography, imagery, symbols, texture and colour.

A recognisable family resemblance, without making both brands feel the same.

The Digital Experience

The identity was translated into a dedicated Framer experience built around movement, film and discovery.

We worked on the UX, visual direction, responsive design, CMS, animations and content structure, creating a journey from the first impression through to ticket purchase.

We also integrated the event experience with Ticket Tailor, ensuring the transition between storytelling and conversion felt seamless.

Behind the Scenes

The project went beyond design.

We also helped restructure CMS content, optimise assets, clean up URLs and slugs, resolve Airtable and Framer inconsistencies and simplify the digital ecosystem.

The Outcome

A more distinctive VASU identity, a clearer relationship with Earth One and a digital platform designed to feel as immersive as the gathering itself.

Brand evolution · Art direction · UX/UI · Framer development