Challenge
Pune city will host the third Commonwealth Youth Games in 2008. The organizing committee approached Elephant to design the visual identity & livery for Commonwealth Youth Games 2008.

Elephant Solution
World over the brand identity, look and design for international sports events resonate with local culture and art. Team Elephant decided to adapt traditional Puneri art and design to create an unique look for this event. This identity comprises of two units, one representing the identity of Pune and the other of the Youth Games.

The identity was derived using Warli figurines that are a part of the tribal art of Maharashtra State. The figurines were given sporting postures that made them look progressive and modern, at the same time reflecting an essence of Pune's culture and tradition. A visual language has been created which is being used on various touch points & interfaces.

Elephant team also created a younger looking Tiger mascot and named it ‘jigrr’ (meaning guts).

Result
Identity was unveiled by the Commonwealth Games Federation President and has received a lot of appreciation from world over. Almost 2000 applications of the identity with visual language has been created and the number is rising day by day.

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