PSA

A student association with a brand to build. When the Punjabi Student Association launched at the University of Alberta in 2025, it needed an identity that felt unmistakably Punjabi and still worked on a poster, a hoodie and a sponsor deck.

I built propositions for PSA’s visual system from the ground up: a revamped crest, a Phulkari-inspired pattern, and a green and gold palette (#102501 and #df9017) pulled from Punjab’s fields and embroidery. A wordmark concept swaps the English P for the Gurmukhi ਪ. From there the system carried across Phulkari merch concepts, the 2025–2026 sponsorship package, a calendar, and event posters including Jersey Night: Punjabi Edition and Samosas & Spooks. Everything was designed in Photoshop.

Check out more of what I made for psa on their instagram @ualbertapunjabi