Brand Building | Exports | Design direction | Art direction | writing
Raga Designs-
web presence
design direction for company website.
During my time at Raga Designs, a home furnishings Export design house blending Indian craft with modern design, I noticed the absence of a digital presence that could communicate the brand’s story and offerings. I proposed and Led the development of their official website.
My role involved setting the design direction for a warm, clean, and brand-aligned online space that offered a glimpse into their handcrafted collections, brand history, and core values through a thoughtfully structured informational site.
Brand research
Understanding the company by analyzing Raga’s work in contrast to its competitors and studying its clients was the primary step in establishing the look and feel of the website. I explored references that combined warmth with structure. Working as a Textile Designer helped me understand the intricacies of their work and belief system that then translated into concrete art direction and written material for the website.
visual palette
keywords
artistic
clean
minimal
contemporary
artisanal
natural
premium
The website
The Raga Designs website was crafted to embody the brand’s essence rooted in Indian textiles and contemporary aesthetics. The desktop layout was kept spacious and minimal, built on a clean grid that allowed the textiles to take center stage.
For the photoshoot, the art direction focused on capturing the tactile richness of the fabrics through natural lighting and serene, lived-in environments. A neutral, earthy palette echoed the product line, while materials like wood, linen, and ceramic subtly reinforced the brand’s connection to nature and craft.
The History page was designed as a gentle, narrative-driven unfolding of the brand’s story. I collaborated closely with the founder to translate Raga’s origins, from a passion project born out of her deep love for Indian textile traditions to its evolution into a home furnishing studio with a global presence
desktop view
mobile view
Reflection
While not all of the original design details were fully realized in the final version, this project deepened my understanding of website design constraints, collaboration with developers, and translating brand identity into a digital experience. It also sharpened my ability to balance aesthetic direction with functionality, something I now carry forward into all digital design work.