Ajay Patel


Feeling Primitive


A mantra is a sacred utterance, a numinous sound, or phonemes in Sanskrit believed by practitioners to have psychological and spiritual powers. Thus, Mantra resonated for me as the appropriate name for factitious social event, which hosts yoga and tei chi demos and lectures on well-being and mindfulness.


Life is stressful. In the hustle and bustle of the work and/or parenting life, many people want to find wellbeing, but can’t find the time to make that positive difference. Additionally, many Gujarati people coming to Canada want to keep up with their mindfulness traditions but most events are in Hindi.

An event series to help people who know nothing about health and wellbeing get started in different facets of mindfulness in one place is easy and efficient for all urban dwellers. Although a few similar events exist, they are too serious, corporate, and thus intimidating for first-timers.


I began my design system by researching quotes that expresses the mood and philosophy of my event series. Thus, for my poster design, I chose "Knowledge is only a rumour until it lives in the muscle," which is an ancient meditative Papua New Guinea proverb. The quote essentially signifies that creativity embeds knowledge so that it can become practice. Therefore, we move what we’re learning from our heads to our hearts through our hands—We are born makers, and creativity is the ultimate act of integration. Custom hand-lettering type appropriately reflects the primitivism of this quote.

The entire design system follows a thematic approach that stems from the above meditative quote. There is always a melding of the practice of creativity with the practice of knowledge. Green paint not only alludes to wild creativity, but also the colour of nature and organics. This is thus juxtaposed with grid structures. The combination of Gujarati with English type helped unite and foster a unique community that is generally forgotten. Type treatments were used to efficiently control hierarchy of information for both languages.