PASKO SA KULTURA

A vibrant, expressive identity celebrating Filipino/a/x arts and culture through shared symbols and community pride.

TYPE
Branding

TIMEFRAME
2 months

ROLES
Creative Direction, Visual & Brand Strategy, Production Design

The Ask

Kapisanan Philippine Centre for Arts & Culture, a Toronto-based charitable community organization, approached me to rebrand Pasko sa Kultura—their annual Filipino arts festival filled with captivating art displays, curated live performances, a lively vendor market, and the most beloved Filipino specialty foods. The identity needed to reflect the richness of Filipino culture and resonate with Filipino-Canadians across generations.

Design Challenge

How might we visually capture the richness of Filipino culture in a way that feels both nostalgic and fresh—and speaks to a diverse diaspora?

My Solution

Inspired by the Jeepney—a cultural staple in the Philippines—I designed an identity rooted in its iconic hand-painted route signs. These vibrant visuals evoke the warmth and energy of Manila’s streets and the creative spirit of the Philippines.

The visual system uses a flexible typographic approach paired with a bold colour palette to bring the festival to life across digital and physical platforms. At its heart is Cubao, a typeface by Filipino designer Aaron Amar that honours signmakers and commuters of Metro Manila—celebrating resilience, artistry, and everyday life.

The result is a joyful and culturally-rooted brand experience that creates buzz and a strong sense of connection for the community it celebrates.