Nrityagram is a residential dance village near Bangalore, built on the gurukul tradition where students and teachers live and train together. Founded by Odissi dancer Protima Gauri Bedi, it remains one of India's few institutions dedicated entirely to classical dance education and preservation.
I worked closely with the marketing team and the founder to create campaign identity for their upcoming recidency program as well as pitch decks for investors.
P.S the founder enjoyed the ideation of the campaign identity logo so much that she chose to change the name to 'Vihara' from 'Abhyasa' - an ode to becoming.
I worked closely with the marketing team and the founder to create campaign identity for their upcoming recidency program as well as pitch decks for investors.
P.S the founder enjoyed the ideation of the campaign identity logo so much that she chose to change the name to 'Vihara' from 'Abhyasa' - an ode to becoming.
Vihāra is a campaign built around the idea of living the dance, not just watching it. The name itself carries that meaning, rooted in the idea of a dwelling. The identity revolves around the dragonfly. It's a creature of transformation, one that spends most of its life underwater before emerging into something entirely new. That became the through line for the campaign: a small, meaningful symbol for what happens when someone slows down long enough to listen to their own instinct and step into a truer version of themselves.
After developing the campaign identity, I worked with the founder to create a pitch deck to introduce investors to Nrityagram. An institution built on daily, lived practice, on rigor, mindfulness, and tradition passed down in person, needed a document that could speak to funders in their language without losing what makes the place work. The deck had to encompass both the intimacy of a gurukula and the scale of a global performing arts institution.
The deck was built around a single idea: Nrityagram is Living Dance. Every section, training, performance, outreach, and sustainability effort connects back to that core, so the reader can experience the institution as a unified, ongoing practice rather than just a collection of separate programs.
I had the pleasure of working closely with Lynne and Riya from the Nrityagram team to bring this vision to life.
