DRUM BEATS

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TitleDRUM BEATS
BrandRANJIT BAROT
Product / ServiceDRUMMER
CategoryA01. Corporate Identity Schemes
EntrantRED LION PUBLICIS Mumbai, INDIA
Entrant Company:RED LION PUBLICIS Mumbai, INDIA
Design/Advertising Agency:RED LION PUBLICIS Mumbai, INDIA

Credits

Credits

Name Company Position
Rajesh Kulkarni Redlion Creative Director
Rajesh Kulkarni Redlion Typographer
Rajesh Kulkarni Redlion Designer
Shekhavt Shekhavt Photography Photographer
Elsie Nanji Redlion Partner
Punit Jagasia Redlion Partner

Brief Explanation

Ranjit Barot, one of India’s premier percussionists and composers, has played with legends like John McLaughlin, Zakir Hussain and Trilok Gurtu. However the Mumbai music scene is thronged by drummers and this was creating a bit of a problem as most musicians are known for their genre of music of style of playing. And so Ranjit Barot needed a distinct calling card and had to be promoted as a drummer who is a face to be reckoned with. But how do you give tangibility to something as intangible as music?

The Brief

Ranjit Barot is one of India’s premier percussionists and composers, and has played with legends like John McLaughlin, Zakir Hussain and Trilok Gurtu. Our brief was to create an identity that best reflected his spirit as a musician.

How the final design was conceived

Every established musician or band has a unique logo or symbol which represents them and their genre. And considering music is what makes the musicians, all we did was ask him what he does best – play. And while he did that, we experimented with Motion Control Photography. And that’s when we developed a corporate identity out of the hand patterns which seemingly formed alphabets. And the idea soon spread fast to album covers, stage graphics, websites, stationeries, studio decor and even a typeface. And once when a buzz was created, we diverted the traffic towards his concert where he played live. And needless to say, he was an instant hit.

Indication of how successful the outcome was in the market

Music, as it is, has no age-limit. And this new look helped him cut across all age barriers and paved the way for many more accolades. Within a few weeks of his first concert with his new identity itself, he was booked for months in advance. He also got singed in for providing background scores for several clients. And more importantly, a musician got recognition not just for the type of music he played.