The brief was to capture the quintessential quality of the Indian dance form and showcase it in a way that it would inform all audiences—those that were familiar with the dance form and its traditions and those that had never experienced it before. The aim of the designer was to capture the elegance of the hand gestures used to weave narratives that are pivotal to these performances.

The solution captures the rich heritage of the dance from India by emulating its culture through colors, posture, clothing, and jewelry, that all come together to promise a rich experience and helps build expectations for its audiences. The line of gaze of the dancer is echoed in the horizontal treatment of the typography and the brilliant colors speak to the richness of its rich heritage.

The campaign was launched three weeks before the performance and the event completely filled to its capacity in a 350 seat auditorium in The DeBartolo Performing Arts Center at the University of Notre Dame. The marketing campaign for the performance included two sized posters (12x18 and 24x36), a booklet, and materials created specifically for the digital platforms that included social media as well as the website of the performance center. Posters were hung at the performance hall and around the town.