Case Study — 2022
Casteless Collective
An identity and launch system for a people's music collective rooted in Chennai's streets, gaana, politics, and protest energy.
Client
Neelam Cultural Center
Industry
Music, Culture, Politics
Scope
- Identity Design
- Album Art
- Campaign Design
- Motion Assets
Credits
- Sudarshan Devadoss — Animation
- Saptarshi Das — Typography and illustration
- Pravekha Ravichandran — Tamil typography and identity design
The problem
The collective needed an identity that felt underground, raw, and born from the streets of Chennai. It could not feel like a polished entertainment brand — it had to carry politics, music, and the energy of many voices coming together.
The insight
The logo was built around the image of matchsticks: band members with raised hands, holding microphones, ready to ignite. The mark became a metaphor for collective heat, protest, and public voice.
What we created
- Primary identity
- First album design
- Launch posters
- Social media motion introductions for artists
- Tamil typography contribution
The system
Blue became the primary field. The system carried street energy, political urgency, and illustrated references — including work around the story of a Rajapalayam dog.
Next project
Southie