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Rag & Tal project

This project has been assigned the following categories: Websites, Brand development,

  • Campaign identity
  • Education resource
  • Creativity

Client overview

The ISM Trust was created in 2014 and is the sister charity of the Incorporated Society of Musicians’ (ISM). Its aim is to advance education, the arts and to promote health.

ISM Trust acts as a knowledge hub delivering high quality professional development from the ISM and also in partnership with other organisations.

Project overview

The ISM Trust has a remit to advance education, the arts and to promote health. The Rag & Tal project — a collaboration between ISM Trust and Indian music expert Yogesh Dattani — is an online resource available to anyone to play or teach a piece of Indian classical music on any instrument.

Scaramanga was asked to design a campaign identity and create a ‘branded’ section on the website.

Animated Rag and Tal logo

The logo

Music + Indian culture (for us) = joy and colour. Therefore, we wanted to imbue this in the design for the logo and campaign.

We had the unusual name, the requirement to include an existing series logo for Indian Takeaway and the need to showcase Indian culture.

The brief simply suggested Sanskrit style lettering for the logo and henna style Mehndi print for a border. We were also to used the colours from the ISM brand palette. We researched the beautiful Mehndi patterns often painted on ladies hands in henna dye and used these patterns as inspiration to create a motif that contains musical notes.

This motif became a core component of the identity and the logo lock-up we created.

Rag and tal logo

This was then applied to various elements including a leaflet designed to emulate the typical takeaway menu you would get from an Indian restaurant.

Long and thin orange Incorporated Society of Musicians' Rag and Tal leaflet mockup.

A roller banner that appeared in the backdrop of the recorded video sessions…

Orange roller banner with a large Rag and Tal logo and mehndi inspired emblem.

Then the same styling was applied to the microsite on the ISM Trust website. The website allowed users to download all the material or use the website to go through each part step-by-step.

Mockup of computer, iPad and phone displaying the Rag and Tal lading page on the ISM Trust website.

Even Yogesh looked on brand for the launch of Indian Takeaway…

Although it was never produced, this tote bag would have been great!

Mockup of orange tote bag with Rag and Tal logo on the front.

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