Laptop with the NCPA website home page on screen.

National Center for Performing Arts (NCPA)

Identity system redesign for the first multi-venue, multi-genre cultural center in South Asia.

Type

Identity system redesign

role

Design + art direction + interface prototype

Challenge + Goals

To choose an organization and redesign their identity system. My interest in the performing arts led me to pick the NCPA in India. Their existing identity feels classical and conservative, with a hard-to-read monogram, and the website structure and hierarchy can be improved. I aimed to modernize, refresh, and unify the design system, and incorporate ideas of performance, movement, diversity, and innovation. Also implemented the system for website interface design for ease of discovering events and programs.

deliverables

Creative brief, redesigned identity system, implementations, website prototype, and process presentation book.

Existing (left) vs. redesigned (right) trademarks.

The current NCPA logo in black on the left and redesigned NCPA logo in blue on the right.

Concept moodboard, capturing movement, patterns, and colors inspired by performance.

Moodboard for NCPA with images of performance, movement, and patterns.

Initial sketch explorations, from simple shape placements, architecture of the NCPA campus, and motifs.

Sketches exploring various options for the NCPA logo.

Stationary kit with the redesigned identity system.

Stationery set with letter, business card, envelope, and promo card in blue and white NCPA branding.

Crew/volunteer uniform.

Back of a T-shirt with 'Crew' text and sleeves in green, on a blue background.
Back of a T-shirt with the word 'crew' and sleeves in green, on a blue background.

NCPA merch — cap and tote bag + show banners.

Instagram profile feed + select show posts, keeping a consistent design with images and information.

A phone with the NCPA Instagram profile page on screen.
Man playing violin with a yellow color overlay, and the letter 'N' from NCPA.
Silhouette of a woman against a red curtain, and the letter 'P' from NCPA.
Instagram post for a NCPA music event.

Website prototypes — home page, about page, one of the genre pages, and event/show details page.

Back to top, violet circle with an upward pointing white arrow.
© 2024 Ketaki Kulkarni, designed with Webflow :)