Loud Pen

Loud Pen Cultural Center is a learning space based in the urban centre of Ahmedabad, focused on nurturing creative expression through art, craft, and alternative skills. The cultural center’s intent was to create a judgement-free environment where creativity is not evaluated, only encouraged. The name ‘Loud Pen’ captures the spirit of the space—bold, free, and expressive. Located in the midst of a busy urban setting, the center positions itself as a break from structure, offering an open space for experimentation, discussion, and creating.

Our work for Loud Pen was an end-to-end branding exercise that included identity design, print collateral, and a custom website. The logo combines three ideas: a splash or asterisk representing energy and spontaneity, expressive letterforms that appear in the negative space, and a pencil tip indicating intention and learning.

The visual identity extended into practical materials such as brochures, envelopes, and tote bags, each designed to reflect the center’s open and approachable tone. The website was developed around an unconventional UX flow, echoing the center’s non-linear and intuitive approach to pedagogy.

A key part of the design system included custom illustrated assets. We referenced well-known works of art, from Dalí’s surrealism to Monet’s impressionism, and placed the brand’s asterisk symbol within them in unexpected ways. These visuals were used across the website and merchandise, creating a playful brand vocabulary. Even small touchpoints, like the inside of envelopes or the layout of the brochure, were considered with intention. They were designed to feel accessible, but also layered—offering moments of surprise and echoing the belief that creativity thrives when given space and intentio