Uniting many sounds under one identity.

About

Spearheaded by Nandan Borker, the Nandan Borker Collective (NBC) is a young Delhi-based music collective that curates diverse musicians and genres under one umbrella, with a shared goal of creating honest, soul-stirring music.

BrandingVisual Communication

Detailed Scope

Rebranding
Brand Strategy
Brand Identity System
Visual Language Development
Content Strategy
Brand Guidelines
Merchandise & Collateral
Event Branding

Challenge

NBC already had a basic identity in place, one that carried familiarity among its audience. But as the Collective grew into new formats and genres, the limitations became clear. The name was long, the sub-brands were multiplying, and without a system there was the risk of fragmentation. The challenge was to rebrand in a way that could extend the logo into a full identity system, allowing NBC to grow into many voices without losing its own.

Solution

We built Pulse, a design system that refined NBC’s logo while laying down a flexible identity framework for the future. Vinyl rings, logo patterns, and a considered use of colour gave the master brand a strong rhythm. From there, the system extended into a sub-brand structure that was simple, repeatable, and scalable. Each sub-brand could have its own presence while remaining unmistakably part of the NBC family.

A collective that could not be contained.

Most bands are defined by one genre. NBC was built for more. Choir, Sufi, Electro, Studios and a lot more, each with its own space, all part of the same whole.

The question was simple but not easy:
How do you grow into many voices without losing your own?

We began by listening closely to what already worked. The Collective had a logo that carried recognition and goodwill, so the first step wasn’t to replace it but to refine it. Stronger contrast, balanced proportions, and a realignment gave the mark a sharper presence. Subtle adjustments, not reinvention, set the stage for what was to come.

Unveiling Pulse, the design language.

From the refined logo, we built a design language that could carry the Collective forward.
Vinyl rings, inspired by record grooves, became a signature element. The logo itself was reimagined as a pattern, creating consistency without repetition. Colour played a defining role, tying the language together while leaving space for variation.

Together, these elements gave the brand a rhythm that was flexible, functional, and instantly recognisable.

Extending Pulse, the sub-brand system.

The original challenge for NBC was clear. One collective, many genres.
Choir, Sufi, Electro, Studios, and more to come. Each needed its own presence, but without drifting away from the parent.

Pulse made this possible. The system paired the Collective’s logo with each sub-brand name, keeping the family connection intact.
Colour became the key differentiator. Every sub-brand was given its own palette, bold enough to stand apart but always in tune with the master brand.
A shift in colour, alongside the logo lockup, was often all it took to make the brand instantly recognisable in a new space.

The result was a family of logos that felt distinct yet connected. The formula was simple, repeatable, and scalable. Whether it was an existing sub-brand or a new one still to be imagined, the system gave NBC the freedom to grow without losing its identity. It also set the stage for how these identities come alive in use.