Revolutionizing Classical Music: The Bengal Classical Music Festival 2016

Loudworks' Innovative Design Approach for South Asia's Largest Classical Music Event

The Bengal Classical Music Festival is an annual event that brings together renowned artists from various countries to celebrate South Asian classical music. In 2016, for its 5th event, the festival organizers sought a unique design that would embody the energy of classical music. Loudworks, a design team known for their innovative approach, was tasked with creating the event's key visual.

Loudworks drew inspiration from the iconic sculpture of a musician with his instrument, which the Bengal Foundation uses as a souvenir for the artists. The team visualized RAAGA, the core musical element of Indian classical music, as a flowing wave around the contours of the sculpture. This abstract musical fabric was rendered in colors derived from five different Raagas, each representing a different time of day: Dusk, Morning, Noon, Evening, and Dawn.

To realize this design, Loudworks draped a fabric over the original memento and photographed the different waves the fabric formed over the sculpture. They then sketched over the photos and generated the colorful waves using basic tools in Adobe software. The result was a set of vibrant, easily recognizable visuals that could be used across a variety of items, from posters and invitations to banners, t-shirts, badges, ID cards, and venue decorations.

In keeping with the local origins of the music, Loudworks chose to use mostly local materials in producing the event's items. The invitation card, the souvenir notebook, and other items were made with local handmade paper and boards, and were hand-bound by local binders. This commitment to local materials not only respected the regional roots of the music but also added a touch of authenticity to the event.

The design was not without its challenges. The team had to find a way to visually portray the abstract nature of classical music. Through their innovative approach, they were able to create a design that was simple yet bold, and that captured the essence of classical music in a visually stunning way.

This unique design approach earned Loudworks the Silver A' Graphics, Illustration and Visual Communication Design Award in 2018. The award recognized the team's creative and professional excellence, their innovative use of technology, and their ability to evoke positive feelings and amazement through their design.