Marigold
Banquets ‘N’ Conventions
Marigold Banquets ‘N’ Conventions reimagines celebration spaces in western Pune. Conceived as more than just a venue, every occasion here feels elevated and memorable. From weddings to corporate gatherings, it carries a sense of occasion, elegance, and quiet confidence. Its visual language and communication were shaped to evoke emotion over exposition, inviting people to imagine the experience before witnessing it in person.
Challenges
Marigold entered a market where large lawns and traditional event spaces shaped audience expectations. While the property offered expansive lawns and well-designed banquet spaces suited for premium celebrations, it needed a clear communication of its refined positioning. The challenge was to elevate perception; to position Marigold not as a venue among many but as a five-star level banquet experience, suited for grand social occasions and corporate gatherings.
Our Strategy
Given the beauty of the property itself, we deliberately chose not to reveal the venue through photographs, 3D Elevation, videos or any other medium. Instead, our strategy — let people come and experience the beauty of Marigold for themselves. We elevated Marigold from being seen just as a venue, to being felt as an experience. A visual identity was developed, reflecting the grandeur and cultural richness of the occasions it hosts, anchoring it to the exquisite/class feel of a five-star banquet. We chose to centre the brand around the “hero” of each occasion and avoiding actual venue imagery; shifting focus to the significance of the moments.
Solution
We introduced elegance and distinction to the brand through a wordmark crafted in collaboration with a national level calligrapher, while the marigold emblem, with its eight petals, subtly represents the venue’s eight distinct offerings and nineteen rooms as nineteen pollen grains. We drew the brand communication from Indian contemporary illustrations and vibrant colour palettes that brought grandeur and cultural richness of celebrations to the picture. Each artwork placed the “hero”, who is the essence of each occasion, at the forefront, whether it was the bride and groom in the romance of a wedding, the hosts in the joy of get-togethers or the tone of elegance for the corporate gatherings. The result of this illustrative storytelling is an identity that feels expressive, premium and rooted in celebration, that sparked curiosity and encouraged people to visit and experience Marigold in person.
