A visual celebration of spirituality, community, and shared humanity.

The Manchester Samagam is one of the UK’s most cherished Sikh community gatherings, celebrating unity, seva, and spiritual connection. In 2025, the event reached new heights with its televised coverage on Sangat TV, bringing the message of peace and faith to audiences worldwide.

When the organising team approached us, their goal was clear: to give the Samagam a refreshed and cohesive visual identity that reflected both its heritage and its modern presence. They needed materials that could speak to local families, national attendees, and global viewers all at once.

We worked closely with the Manchester Samagam team to craft a design system that balanced reverence with clarity. From event guides and FAQ documents to children’s activity posters and digital assets, each piece was created to simplify information while preserving the event’s spiritual warmth.

Our focus was to make the visual experience consistent across print, digital, and on-screen materials, ensuring that every attendee, whether at Heaton Park or watching from home, felt connected to the same story of unity and devotion.

The design direction was rooted in the harmony between tradition and modernity. Deep navy tones conveyed dignity and faith, while warm golds introduced light, optimism, and divine energy. Clean typography allowed for accessibility, while illustrated elements in the Kids Sikhi Camp designs added joy and cultural familiarity for younger audiences and families.

Each layout was structured to communicate with intention. Hierarchies of information were carefully designed to guide the viewer with ease, while the balance of imagery and text reflected the principle of seva, service that is clear, humble, and purposeful.

The Manchester Samagam welcomed over 40,000 attendees and reached thousands more through televised coverage and online engagement. The refreshed identity elevated the event’s profile, allowing it to feel both timeless and accessible. The visual system unified multiple teams and platforms, contributing to a seamlessly executed experience that left a lasting impression on attendees and viewers alike. Feedback from both attendees and Sangat TV viewers highlighted how the materials helped people navigate, engage, and feel part of something deeply meaningful.