Meet BSD: Questions with Murali

Murali is a key player on Blue State Digital's design and production team. Since joining BSD, Murali has designed and implemented dozens of websites for BSD's clients. He came to BSD with online experience from M+R Strategic Services, Mobilestop.com, Strax and Inecta. He moonlights as a musical composer.

1. You go by just "Murali," and no first name? Why is that?

When I was growing up, I had two names like everyone else. However, in high school, I learned that in Sanskrit, the name Murali derives from "the musician." Finding it fortuitous that I was "born into my craft," so to speak, I decided to just go by one name. Also, guys with one name are pretty bada**.

2. Does that mean if your career goes south that you'll change your name to the "Artist Formally Known As Murali"?

No, I think I'll skip that stage and go straight to:

3. What made you decide to move from the world of composing to website design?

Funny story. I was working for an audio production house, but decided that I wanted a change of scenery. While attempting to call a friend to meet for lunch, I accidentally dialed an old colleague who was working for a relatively young firm in DC. We spoke and she mentioned that they were looking to hire a new designer. A week later, I was in the District interviewing with Blue State Digital. The rest is fate.

4. What drew you to Blue State Digital?

The ability to not only make a difference in the world, but to also use cutting-edge technologies and strategies to do so. We're constantly trying and testing out new technologies to see what can provide the biggest impact. Not to be too grandiose, but its the fusion of these two worlds that makes BSD the place for "What's Next."

5. Web designers often get caught up with the newest glitzy design. What advice would you give someone creating a political/issue-advocacy website about what might look best vs. what works?

Web designs are like wine glasses. On one side, you have an elegant gold goblet with embossed jewels; on the other side, you have a refined crystal glass. While both are beautiful, only the crystal glass helps one appreciate the wine. Similarly, a great web design helps clarify the content rather than getting in the way. Too often, I see a hotshot designer come out with a beautiful design that is completely nonfunctional. The best websites are the ones where people love the site's look, but just don't know why. I'm full of analogies like that. If you don't like that one, we can do pizza or tacos or fish...

6. Blue State Digital uses the Expression Engine CMS for the vast majority of its clients. Why Expression Engine? What makes it right for our clients?

We've been using Expression Engine at Blue State for almost four years now. When we made the decision to switch, we were impressed by both the robustness and security of the system. Since switching, we have used EE to power large sites such as Change.gov, We Can Solve It and the 2009 Sundance Festival Site. At the same time, EE is modular enough that we can customize it for even our smallest clients. The ability to provide a customized solution for very client makes it ideal for BSD.

7. What are some of the most interesting projects you have worked on at BSD?

I've worked extensively with Trouble the Water, a documentary about New Orleans during and in the aftermath of Hurricane Katrina. In addition to promoting the film, the site advocates for the redevelopment and rebuilding of New Orleans. I also enjoyed working with this year's Sundance Film Festival, where we put together a unique and memorable design for the 25th anniversary of the festival.

8. What was your first experience with politics/issue advocacy campaigns?

I would like to say it was in third grade when I helped my best friend run for class president. Actually, it was in high school while running a bicycle advocacy organization. Following a surge in bicycle and pedestrian fatalities in South Florida, which included several friends, I felt a need to promote awareness and change the mentality of the community. We improved public perception of bicyclists and ultimately helped get bike paths built across the region.

9. As mentioned before, you are a published composer. What would be Blue State Digital's theme song?

"The Magnificent Seven" by Elmer Bernstein

Page from the manuscript of
Murali's The Spaces Between

10. What kind of music do you compose?

I write orchestral music that is technically classified as "Post-Minimalistic music written in a pan-diatonic idiom". In easier terms, it's about textures and repeated patterns - an emphasis on moments and their gradual development. Better yet, why don't you check it out at suchsweetthunder.net 

11. Do you see a connection between the type of music you create and BSD?

I'm part of a movement of composers who think that art music (modern classical music) should re-emphasize an aesthetic value over its technical and theoretical interests. Similarly at BSD, I place an emphasis on the minor design details, which often take sites from being average to extraordinary. Regardless of how technically impressive a site is, it should still look great.

12. Time for some shameless self-promotion for you. You just launched a side project website. Tell us a little bit about it.

My friends and I are avid sports fans -- you can always find us at a bar watching sports on a weekend. Last autumn, we were dismayed by our inability to find an LSU bar in Manhattan. Knowing that others have faced this dilemma, we created "Where We Watch", the guide to sports bars in New York City. Our website provides great bar info, details on drink specials and cool drink discussions and drinking games to make you the most well informed of all of your friends.

13. When you aren't busy designing award-winning websites, how do you keep yourself occupied?

I'm either on my bike, watching sports at a bar or writing music.

14. Who would win in a race, you in a bike or Leigh Heyman in a canoe?

No Contest. Leigh can shout all he wants from his boat, he isn't gonna touch me.

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