Brand case study
Tarang: three seasons of an arts festival for techies.
Tarang is the inter-company arts festival for IT employees in Kerala, run by Progressive Techies at Infopark Kochi. I designed its identity and campaigns for three seasons in a row: a yellow and blue Season 2, a Season 3 built on the Malayalam letter ത, and a Season 4 for 2027 that refines it.
- Client
- Progressive Techies
- Venue
- Infopark, Kochi
- Season 2
- Feb to Mar 2024
- Season 3
- 21 Apr to 9 May 2025
- Season 4
- 2027
- My role
- Identity, campaign posters, motion
Figures from the festival's own Season 3 sponsor posters.
01
The challenge
Tarang has to win attention twice: from techies, who are busy and spread across hundreds of companies, and from sponsors, who pay for the stage. Each season runs for weeks, with registrations, deadlines, pre-events, countdowns and results, and every post goes out on WhatsApp and Instagram as fast as the volunteers can share it. A new season needs a new look, but people must still know it is Tarang.
02
Goals
A new face each season
Each season gets its own palette and one key idea, so returning techies notice something new.
Still unmistakably Tarang
The name, the Progressive Techies mark and the Malayalam line Akhila Kerala Techies Kalolsavam carry over.
Malayalam up front
Headlines in Malayalam, set large and playful, because the festival is about Kerala's arts.
One job per poster
Registration, deadline, schedule, countdown or sponsor call: one message each, with a QR code wherever there is an action.
03
Season by season
Season 2 · 2024
Two colours, a nod to Kerala's culture and its football fandom. The spaced TARANG wordmark and crest ran on stage screens, standees, posters, registration and volunteer tags, and the season closed with a post that named its two colours.
Season 3 · 2025
The identity moved to Malayalam: ത, the first letter of തരംഗ്, repeated into a flower. Each phase took its own colour, with big ത patterns, a 14-day countdown, pre-events, deadlines, an award gala and Mr and Ms Techie. The logo was unveiled by Kerala's Minister for Public Works and Tourism, P.A. Muhammed Riyas.
Season 3 · the campaign
Countdown numbers, Malayalam headlines over Kerala's art forms, and the events after the festival.
Season 4 · 2027
The ത bloom refined into one pink flower on deep purple, beside a rounded lowercase wordmark. A brand concept deck set the rules, and a teaser motion poster opened the season.
04
In motion
Season 4 teaser
A Theyyam figure in fire, the ത bloom sparking into place, and one Malayalam line: the steps have a story to tell.
05
What carries over
- The Tarang name
- Progressive Techies mark
- Akhila Kerala Techies Kalolsavam lockup
- QR code on every action poster
- Countdown numbers
- Sponsor strip
- Registration series
06
Outcome
Three seasons in, Tarang has one recognisable voice and a new look every year. Season 3 set the scale on its own sponsor posters, 100+ events and 300+ IT companies over 15+ days, and Season 4 raises the participant target to 8,000+.
- Three season identities
- Stage screens and standees
- Registration and deadline series
- Countdown posts
- Sponsor posters
- Volunteer material
- Teaser motion poster
Posters are from the live campaigns. Event photos are not shown.