Through the artist's eyes: Meaningful marketing and community engagement for a Kathak artist
Updated: 4 days ago
Artists have their hands full simply being artists.
For performing artists, whose schedules are eaten up by classes, their own riyaaz preparing for shows, putting on the actual shows, recovering from the shows, and then repeating the cycle -- every second counts.
So it's not realistic to become a full-fledged communications team too. Such was the case for Nayantara Parpia, founder of Tridhara Institute of Kathak in Pune, who also shuttles between India and Singapore on work. Nayantara needed a design partner who could translate her vision into tangible marketing materials to engage her existing audience and excite newcomers.
Translating an artist's vision into content and designs
We were already familiar with Tridhara's brand identity, having helped develop it.
Now we had to implement it consistently across social media posts, and marketing materials such as posters, pamphlets and standees. all without diluting the artist's vision. It needed to feel like Tridhara, even if we were the ones behind the curtains.
Collaboration with artists
Respecting an individual artist as a brand, and giving each piece we design for them the dignity it deserves, is crucial to us as creatives.
It means instead of us single-handedly deciding the way forward, or Nayantara having to do the heavy-lifting of ideation, we worked in collaboration, keeping the design process iterative on purpose.
Iteration
Having worked with several artists before, we understand and deeply respect the need to go through as many stages, options, and first drafts our artist in question requires to find the right fit, something that aligns with their tastes perfectly.
We also understood what it would take to excite performing arts enthusiasts; after all, our goal was to create marketing materials that would grab attention without becoming inauthentic.
So with every pamphlet or poster we created for Tridhara, we shared multiple options, tweaking colour combinations, text placements, even moving one motif half an inch to the right if needed.
By providing this buffet of choices, she could quickly narrow down what works (because time is of the essence here), cut out the parts that don't, and even spark some new ideas from one phase that we could add on to the next iteration.
The final products were Nayantara's vision, guided by our own design expertise, and fine-tuned like a sitar before a major performance.
Event program pamphlet
Freeing artists' time for their art
When it comes to the arts, it's not uncommon for one person to be the brand and the marketing team all at once. Our intention is to take away some of that load without interfering with the creativity, to give artists the reassurance that their brand, their hard work, will be respected and showcased accordingly.
The result? Yet another spectacular turnout for Tridhara's Nrityanjali dance program, and Nayantara's assurance that her design partner has become more like a backstage crew: supporting, cheering, clapping from behind the curtains.
It has been a pleasure working with Tellable over the past 2 years. They have been consistently responsive, efficient and professional in their work. They have understood the creative pulse and needs of my dance institute, and also take feedback positively. I look forward to working and growing together in the years ahead.
Nayantara Parpia,
Professional Kathak dancer, teacher, and founder of Tridhara Institute of Kathak (Pune)
Getting it absolutely right is essential to artists, and we help get it right for them with them.
Are you looking for a creative partner to make your vision reality? Let's create together.
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