Videography & Branding for Ragatip’s latest project
Ragatip‘s mission was simple, to diversify the audience that attended Indian classical concerts. We have always had a passion for music at Cardboard Creative and this was an opportunity to film and create in a space that was close to that.
Ragatip had been created by founders, Raj and Jagdeep who were both very invested in the classical Indian music sphere. They were involved with some of the biggest organisations in the UK and were realising that audiences were dwindling and generally the age of the audience was getting older. Alongside the incredible talent in the UK they saw an opportunity to create a platform that showcased this talent to new audiences.
Cardboard Creative was approached to be a consultant to this vision, to set the standard of quality of all content that they wanted to create and help them reach a more modern social media savvy audience.
Pre Production & creative direction
Ragatip's greatest issue was that they had the talent and the artist network but they didn't have the audience that they required to facilitate concerts around the UK. IIn our first meeting (on the zoom of course) we proposed the content strategy that was later known as Spiritual Bridges. It was about creating an opportunity to showcase these artists on social media through the creation of numerous songs.
With the pandemic taking its toll on musicians countrywide and their income streams the date was set to film at a beautiful venue Reveley Lodge in Bushey. The musicians were fantastic and all jumped at the opportunity that we at Cardboard Creative helped to produce and logistically plan.
Bringing the brand to life
When we started working with Ragatip we asked them for their asset bank - logos, fonts, brand guidelines - all of which sadly never existed. This gave us a great opportunity to develop their brand, to give them an identity. We started with their logo and knowing its use within video, animation and on print collateral we kept it simple, using simple custom typography and a clear tag line. This evolution that we had created was well received from the existing identity they had and has now become the central pillar for all brand collateral and art direction.Learn more
The greatest achievement on that day was the music, to give artists an opportunity to explore and flourish in their own way after months of not being able to perform with others and for people. However it came with its challenges, it was hot like 46 celsius in the room on the day, which for a north London suburb is unheard of.
That being said the output from the day is on youtube and evolved the relationship with Ragatip where we are now their creative partners working to consult and maintain a standard and quality that was set out from the first shoot and has been maintained all their projects.
“As music can act as a unifying force we had the idea to make music from different faiths and blend them to create new music”.Raj Mistry Founder
Support the project
Ragatip’s journey continues to evolve, its position in the UK Indian music sphere has become more of a household name and we are happy to be involved in a project that brings together our skill set with music. We have now created numerous projects with Ragatip which you will be able to find on their social presence and our website and we implore you to go and support and view for yourself the wonderful work they are doing.