Heard is a creative publishing house exploring the intersection of music, culture, and storytelling in India. The brand aims to amplify independent voices in music through editorial, design, and digital expression.
From its inception, Agaetis partnered with Heard to help define its visual identity, tone of voice, and digital experience — creating a brand that reflects the editorial richness and cultural nuance at its core.
We collaborated closely with the founding team to build a platform that feels both contemporary and timeless, giving their content the space and structure to be heard — literally and visually.
We positioned Heard as a brand that doesn’t just speak about music and culture — it speaks through it. The identity is rooted in simplicity and structure, with a typographic system that feels editorial yet expressive.
The brand language balances minimalism and personality: sharp, thoughtful, and unmistakably rooted in modern Indian creative culture. Design elements — from font choices to visual rhythm — were all built to support the voices, visuals, and narratives that make Heard unique.
The website was designed as a digital publishing platform with soul. Built for storytelling and discovery, it puts content front and center while offering subtle interactions, smooth animations, and intuitive reading experiences.
We developed a flexible content system that supports deep-dive features, artist profiles, interviews, and thought pieces — all while remaining mobile-first, fast, and visually coherent. The result is a site that reads like a magazine but functions like a modern web product.
We kicked off with brand exploration and content mapping, working with the Heard team to define a voice and aesthetic that would scale with them. From there, we crafted modular layouts and components for various article types and visual formats.
The design system focused on creating a consistent editorial feel, while remaining agile for future features like playlists, events, and archive collections. Development prioritised performance, CMS flexibility, and optimised content delivery.
Throughout the process, we ensured that Heard’s essence remained intact — letting the music, visuals, and writing breathe without distraction.
Heard launched as a distinctive and thoughtful publishing platform, now recognised for its clean design and strong editorial identity.
