Kagaz is an online platform that hosts interviews of various famed Indian Classical Musicians. The brief was to design the website for Kagaz that looks modern, functions well and captures the peace and sobriety associated with Indian Classical Music without conforming to the stereotypical ‘Indian’ designs that are visible everywhere. Photography, Typography, Colour palette and Layout were designed in such a way that they created an airtight system that could be easily replicated and scaled up or down while still remaining part of a distinct identity. The combination of the pastel shades, striking monochrome photography and subtle yet personality filled typeface makes for an airtight expandable, scalable and recognizable branding language that works well on both mobile as well as PC. The overall tone of the branding complements the soft and serious feel of the interviews as well as the field of Indian Classical Music itself. The curated photographs draw attention to the artist lost in their art and instantly convey what the page or interview is about, and the lack of colors in the photographs make the moment intimate and draw the focus on the expression of the artist. This combined with the soft pastel shades which add variety to the pages while still keeping them under the same umbrella; and the rounded and friendly yet dignified typography make for an identity that perfectly fulfils the demands of modernity, uniqueness, dignified look and addresses concerns like scalability and responsiveness.