GRADUATION PROJECT REPORT FOR BMD CREATIVE STUDIO /A compilation of 16 weeks of work done under BMD Creative Studio, Portugal.
/By Jasleen Ashta, Fashion Communication Department NIFT Kolkata.
11.01.2021 - 03.05.2021
Graduation Project Report 2021 A Graduation Project Document submitted in partial fulfillment of the requirement of the curriculum in
Bachelor of Design in Fashion Communication
Jasleen Ashta Semester - VIII Batch 2017-2021 Under the guidance of
Mr. Himanshu Dhanda, Assistant Professor and Centre Coordinator (CC-FC) NIFT Kolkata.
National Institute of Fashion Technology, Kolkata Ministry of Textiles, Government of India
/This document is full of green flashes. Wondering Why?
/Because this document represents the summary of my growth as a design student.
*please don’t get scared by the number of pages.
/Different typefaces have been used for different projects to make each section look dedicated to the respective project.
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GRADUATION PROJECT 2021
/This document has been written for web. So body copy is set at 12 and 14 for a smoother reading experience.
/This chances of layout to go overboard is ‘a lot’, but I hope its fun to flip through. Because let’s be honest, no one has the time to read anyway.
The document starts onward
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GRADUATION PROJECT REPORT 2021
GRADUATION PROJECT COMPLETION CERTIFICATE TO WHOMSOEVER IT MAY CONCERN
This is to certify that Jasleen Ashta, final year student of National Institute of Fashion Technology, Kolkata has successfully completed her Graduation Project from January 11, 2021 to May 3, 2021 at BMD Creative Studio. During the course of 16 week, Jasleen has worked closely with us as a Graphic Designer. We were quite impressed with Jasleen’s performance during her tenure and we wish her good luck for all her future endeavours.
Regards,
Sara Castro Ferreira Founder & Business Design Consultant
Anterleena Maiti Communication Design Strategist
+44 7481263339 hello@bmdcreativestudio.com www.bmdcreativestudio.com
I
BMD Creative Studio
GRADUATION PROJECT 2021
Declaration by Mentor This is to certify that Jasleen Ashta, a student of batch 2017-2021, Fashion Communication Department of National Institute of Fashion Technology, Kolkata, completed her Graduation Project under my supervision from 11th January to 3rd May 2021. The work documented This is to certify that Jasleen Ashta, a student of batch 2017-2021, inFashion this project has been done byofher as per the project brief received Communication Department National Institute of Fashion by her from Kolkata, the industry mentor, Ms Anterleena Maiti.my Technology, completed her Graduation Project under January 2021. The requirements work documented I supervision certify thatfrom she11th has filled to all3rd theMay necessary according in this project has been done by her as per the project brief received to the curriculum.
Declaration by Mentor
by her from the industry mentor, Ms Anterleena Maiti. I certify that she has filled all the necessary requirements according to the curriculum.
Mr. Himanshu Dhanda Mr. Himanshu Dhanda Assistant Professor and Centre Coordinator (CC-FC),
Assistant Professor and Center Coordinator (CC-FC), Dept. of Fashion Communication Dept. of Fashion Communication NIFT Kolkata. NIFT Kolkata. Date: 10.06.2021 Place:10.06.2021 Kolkata Date:
Place: Kolkata III
GRADUATION PROJECT 2021
Declaration by Student I, Jasleen Ashta, hereby declare that the internship document submitted as per the requirement of the curriculum for Bachelor of Design in Fashion Communication is my original work during the course of 16 weeks of Industry Internship at BMD Creative Studio, Portugal. No portion of this work has been submitted in support of any application for another degree or qualification to this institute or any other institute of learning.
Name: Jasleen Ashta Batch: 2017-2021 Semester: VIII Department: Fashion Communication Date: 10.06.2021 Place: Kolkata
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Acknowledgement I would like to express my deepest gratitude towards my industry mentor, Ms Anterleena Maiti, Communication Design Strategist and co-founder at BMD Creative Studio, to guide me through my graduation project for 16 weeks with kindness and utmost patience. Along with Ms Anterleena, I would also like to show my gratitude to Ms Sara Castro, the co-founder and Business Design Consultant at BMD Creative Studio, for keeping her patience. We struggled with the time difference and suggesting me influential books to read. Both Anterleena and Sara helped me get the best learning experience from my
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graduation project, and for that, I would forever be grateful. I would also like to express my gratitude to my faculty mentor at NIFT, Mr Himanshu Dhanda, Assistant Professor and Centre Coordinator (CCFC), to guide the assimilation of my work as per academic requirement. The Graduation Project would have been impossible without his indefinite support and guidance. I would like to thank my parents and sister for tolerating my unusual sleep schedules and taking care of me while working at home during the pandemic. I would also like to thank my friends who helped me judge my work and validate it
even when we were miles apart. I would also like to express a special token of gratitude to Ms Sreenanda Palit, Associate Professor and CoordinatorProject Cell, Fashion Communication Department, Mr Souvik Bose, Associate Professor, Fashion Communication Department and Ms Nagma Sahi Ansari, Assistant Professor, Fashion Communication Department for their continuous motivation and counsel. Last but not least, I would like to thank my college for all the infrastructure they could provide online during the pandemic.
GRADUATION GRADUATION PROJECTPROJECT REPORT 2021
Proxima Nova Extra Bold
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© National Institute of Fashion Technology 2021
All Rights Reserved All rights reserved by the institution. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the institution and the author. First printed on May 2021 Compiled and designed by Jasleen Ashta Typesetting used for this document - Proxima Nova
Table of Content a.
Company Certificate
I
b.
Mentor Certificate
II
c.
Student Declaration
III
d.
Acknowledgement
IV
1.
Introduction
12
1.1
Synopsis
13
1.2
My Role & Responsibilities
15
2.
Company’s Profile
16
2.1
17
About the Company •
Purpose
•
Specific Goals
•
Design Philosophy
•
Mission & Vision
•
Voice & Tone
2.2
Services
19
2.3
Company's Hierarchy
20
2.4
Company's Clients
20
2.5
Mentor's Profile
21
3.
Major Projects
22
3.1
24
Visual Identity Creation for BMD Creative Studio •
Process & Timeline
26
•
Rookie UX Audit
28
•
Collaterals Based on Old Visual
36
Language •
Changing Visual Identity Entirely
41
•
Branding (Research)
42
3.1.1
Logo Design
60
3.1.2
Typeface for the Brand
66
3.1.3
Corporate Collaterals
70
3.1.4
Iconography
88
3.1.5
Pattern
96
3.1.6
UI/UX for website redesign
106
3.1.7
Hypothetical Projects for Website
3.2
12
3.1.8
Social Media Strategy
136
3.1.9
Social Media Posts
162
3.1.10
Brand book
182
Visual Identity Creation for Chikola
190
•
Process & Timeline
192
•
What is Chikola?
194
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4.
5.
13
3.2.1
Research
204
3.2.2
Illustrations
210
3.2.3
Logo Design
242
3.2.4
Packaging
248
Minor Projects
258
4.1
Inker Robotics
260
4.2
Hutch
264
4.3
Ponto De Revisao
274
4.4
Podre De Pomaio
280
4.5
Researcher's Life
284
4.6
Bella Memoire
294
4.7
Sanofi
308
Conclusion
312
5.1
My Experience
313
5.2
Table of Figures
314
5.3
References
317
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14
My Role & 1.2
Responsibilities
Synopsis 1.1
01 INTRODUCTION
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Synopsis “The best kind of design isn’t necessarily an object, a space or a structure; it’s a process - dynamic and adaptable” - Don Norman, Co-founder of Nielsen Norman Group
For four rigorous design school years, full of blood, sweat and tears (you know, if you are a design student), the most important thing I have learned is that process matter more than your outcome. It may be the thought process that goes into the project or the process of actually getting out of bed and doing it. My faculties have always paid attention to the process, and I didn’t realize its value until my graduation project. But “everyone’s gotta learn sometime”, right?
solution for all creative needs of its client. It’s co-founded by Sara Castro and Anterleena Maiti, both amazing, supportive, hard-working ladies that make you love your work and inspire you.
Working under BMD Creative Studio was a tremendous opportunity for me to learn about the global design scenario and test my skills and knowledge with real-time clients and deadlines. I will always be thankful for this experience. For my eighth semester, I This Graduation Project did my Graduation Project Report comprises the last under BMD Creative Studio, of my blood, sweat and a creative studio based tears within the sweet in Portugal. It takes pride bubble that is 'NIFT'. in being a 360-degree Jokes apart, the following
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GRADUATION PROJECT REPORT 2021
/Synopsis
document includes all the work I have done under BMD Creative Studio as a Graphic Design Intern. It comprises research, business strategies developed, illustrations, graphic design explorations, a lot of visual identity creation and branding, along with me being myself here and there occasionally. I hope you enjoy flipping through it while you look for inspiration for your projects. “This document is going to be boring at places and maybe a little fun at others, but it is full of work I have put my heart, soul and brain into, so look through, validate, criticize and enjoy the learning process while you are at it.”
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My Roles & Responsibilities
Designation Graphic Design Intern
My Role and responsibilities are as follows •
Working on designated projects in these areas visual identity creation branding, packaging, iconography, visual design aligning with the respective brand's visual identity, market research, UI/UX, content marketing, illustrations and motion graphics.
•
Compiling meeting minutes for swift workflow within the company
•
Handling social media account for BMD Creative Studio
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18
Company's Hierarchy 20
Company's Clients
About the Mentor
2.3
2.4
2.5 21
20
19
Services
2.2
17
About the Company
2.1
02 COMPANY PROFILE
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BMD Creative Studio is Purpose a creative studio based out of Portugal. It is co- • Help people and their business to succeed. founded by Sara Castro and Anterleena Maiti. It • Embrace change and encourage innovation. helps build and sustain • Foster new entrepreneurs. brands by focusing • Create new services and on business and improve the performance of marketing strategies, existing services. visual communication • Provide problem-focused and design. strategies that meet
TIMELINE
About the Company
Start August 2020
Re-branding January 2021
customers’ needs.
Specific Goals
Design Philosophy
•
Be a global business and design consultancy.
•
Simplicity and functionality
•
Minimalistic
•
Support business to become more sustainable.
•
Modern
•
Help NGOs achieve success.
•
Say yes to more breathing space
•
Cultivate a loyal following.
•
•
Provide innovative solutions.
Make the content stand out and have focal points
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Relaunch February 2021
Sailing Smoothly ...
GRADUATION PROJECT REPORT 2021
Mission & Vision BMD Creative Studio exists for the enthusiasm concerning Business Innovation, Marketing and Design. Our mission is to be a global Business & Design Consultancy that connects people, empowers entrepreneurs and their services through human centricity and approachability to foster creativity and collaboration while providing the highest standards of services.
Voice & Tone •
Friendly; approachable yet informative
•
Uplifting, high-energy, dynamic, exciting
•
Empowering, motivational and encouraging
•
It reflects professionalism, competence and sophistication
•
Is unconventional and ambitious
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Services
Business Innovation
Marketing & Strategy
Design & Visual Communication
Fig 2.1 Minimal Laptop & Notes
Fig 2.2 Minimal Laptop
Fig 2.3 Minimal Notes
We bring precision to the front end of innovation and help our clients think and act more strategically by joining the dots between scoping opportunities, strategy and action planning.
Our multidisciplinary team is a specialist at setting and telling brand stories with the right tone and design to the right audience.
We engage in agile consulting, product launch, designing new BMD, and creating internal innovation cultures in a wide range of industries.
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We practice a combination of different storytelling methods through graphic design to generate content. We aim to deliver We create strategies that information in an contribute to the success accurate and compelling way while uniquely of companies. portraying brands. We identify the right We employ a variety audience, backed by of visual elements to the best marketing develop a narrative in practices and support in multiple formats to reach determining how to tell an audience. stories for conversion.
GRADUATION PROJECT REPORT 2021
Company Hierarchy Co-founders
Collaborators
UI Designers
UX Designers
In-house designers
Copywriters
Product Designers
Social Media Managers
Company Clients
22
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Mentor Profile Anterleena Maiti, Co-Founder and Creative Director, BMD Creative Studio, London Anterleena Maiti is a graduate of the first batch of Fashion Communication, Kolkata (2013-17). After working in the industry in India for a couple of years, she pursued her masters in Design Innovation from Loughborough University, London.
Fig 2.4 Ms Anterleena Maiti, Design Strategist, BMD Creative Studio.
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She has diversified exposure to the design industry. She has worked with clients from different backgrounds (ranging from healthcare, pharmaceuticals, beauty to automotive, robotics, technology, textiles, lifestyle accessories, and many more). She later collaborated with Sara Castro Ferreira (Business Designer) and co-founded a studio based in London, with clients spanning from all across the globe. In addition, she creates strategies for brands and consults companies on how Visual Communication Design creates an everlasting impact on the world
GRADUATION PROJECT REPORT 2021
03 MAJOR PROJECTS
/Creating visual identities 24
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BMD Creative Studio
Chikola
3.1
3.2
190
24
/Keywords Branding | Animation | Content Marketing | UI/UX
3.1 BMD CREATIVE STUDIO Project Brief: To create a solid and consistent visual identity for BMD Creative Studio, which is minimal and modern. BMD Creative Studio helps build and sustain brands by focusing on business and marketing strategies, visual communication and design. It is a onestop solution for a client’s design needs.
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GRADUATION PROJECT 2021
/The important pages associated with the project has been mentioned in this page. Please refer to content page for the entire list of contents
/Work done under the project 3.1.1
Logo Design
40
3.1.2
Typeface for the brand
3.1.3
Corporate Collaterals
3.1.4
Iconography
3.1.5
Pattern
3.1.6
UI/UX for website redesign
3.1.7
Hypothetical Projects for website
3.1.8
Social Media Strategy
3.1.9
Social Media Posts
3.1.10
Brand book /& a whole lot of other things in the process that you can find while flipping through
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GRADUATION PROJECT REPORT 2021
* Process and timeline
/Please note that the content is written according to pg. 25 and not this timeline
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/It was wibbly wobbly timey wimey, but oh! So worth it.
01
02
UX analysis of previous website + collaterals based on old visual language
Entire Visual Language refresh starting with logo development
January’21
January’21
03
04
Pattern, icons, numbers, collaterals based on new logo + devising social media strategy
UI based on new visual language for the website (both desktop and mobile)
February’21
February’21
05
06
Real time testing of UI on website + Changes according to feedback
Website goes live. Social Media Strategy in place.
February’21
February’21 to March’21
07
08
Social media templates + Posts + Execution
36 days of type - social media experimentation
February’21 to April’21
April’21
09 Brand book for the fiscal year 2021 March’21 to April’21
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GRADUATION PROJECT REPORT 2021
* Rookie UX Audit
Following is the website analysis that I had done for the older version of the website, which was
30
in place since August 2019. After that, they gave me the task to redesign the website.
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Fig 3.1 UX Audit - Landing Page - BMD
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Fig 3.2 UX Audit - Services Page - BMD
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Analysis of About Us page
Fig 3.3 UX Audit - Global Footer - BMD
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Analysis of About Us page (continued)
Analysis of the section above footer on landing page.
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Fig 3.4 UX Audit - About Us - BMD
Fig 3.5 UX Audit - Landing Page footer - BMD
GRADUATION PROJECT 2021
/Summary of UX Audit
Things that can be included in the website • Can add pages like ‘clients, services and portfolio’ • Can add a ‘work with us/ careers’ section on the contact us page. • The contact us form is not required on all pages and can be replaced by a button hyperlinked to the contact us page. • Can add more contrast
between headings and body for legibility and to add modernity. • Can reduce the size of the footer. • Can unify the icons by making them equal in the width of strokes. • Can add more animations like the landing page for interactivity.
Things that work well • • • •
Breathing space Selection of photos Color scheme The typeface used for body text • Height of the text all over the website • Menu of the website
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GRADUATION PROJECT REPORT 2021
Alternatives submitted for Landing page redesign Alternative 1 - Keeping the same background as the older website
Fig 3.6 Alternative UI for Landing Page - 1
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/Note that this is only the first draft for exploration in UI as the entire visual identity had to be revamped later.
Alternative 2 - Making the background minimal
Fig 3.7 Alternative UI for Landing Page - 2
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* Collaterals based on old visual language
/To see the excerpts from the old website design, check the section of rookie audit
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Existing Logo
Brand’s Color Palette
Green stands for productivity and creativity Hex: 52bc80 R: 82 G: 188 B: 128 C: 66 M: 0 Y: 67 K: 0 Pantone: Pantone 2256 C
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Blue stands for insightful and trustworthy Hex: 2b3990 R: 43 G: 57 B: 144 C: 99 M: 93 Y: 6 K: 0 Pantone: Pantone 7687 C
Black stands for elegant and sophisticated Hex: 000000 R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100 Pantone : Pantone Black 6 C
GRADUATION PROJECT REPORT 2021
/Explorations
To see the explorations of corporate collaterals for the older visual identity, check https://docs.google.com/presentation/d/1FYwFVtTanrEO_ KWPUeipqJc3Vtqo0JQcQhlwfY5Gorc/edit?usp=sharing
Business Card The final business card before the revamp of the brand
Fig 3.8 Business Card based on initial identity- BMD
40
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Icons made for BMD
Name
Phone
Location
Email Signature
Address
Colored logo horizontally stacked with body content was the final email signature for the old visual identity.
Website
41
GRADUATION PROJECT REPORT 2021
/The final letterhead before the revamp of the brand.
Letterhead
Fig 3.9 Letterhead based on initial identityBMD
Modern color blocking with colored logo
42
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* Changing visual language 'entirely' Why did we choose to scratch all that we had done so far? There are many reasons why we scratched the visual identity depicted so far. 1. As they initially made the logo in a hurry, it had no story or brand essence. We used the line element
43
for various other branding projects. We wanted our brand to have a narrative to tell. The ‘outline’ visual treatment didn’t work very well on web-based platforms.
GRADUATION PROJECT REPORT 2021
/Note that we can find competitor analysis, user segmentation and user personas under UX section on pg 108-119
* Creating a visual identity from scratch / Branding /Problem Statement
44
To develop a brand that reflects itself as a ‘caregiver’ and can sustain itself among its competitors in the long run.
GRADUATION PROJECT 2021
/Requirement for BMD According to our competitor analysis, we have realised that in terms of design studios, the studios are focused on a single area like branding, marketing, graphic design, business consulting, UI/UX or some other specific creative area.
We realised that if we create a brand that would provide people with a one-stop solution in design, business innovation, and marketing, it might be hassle-free for people to get strategic design outcomes.
/Target Audience for BMD in terms of clients • Entrepreneurs • Existing Business Owners
/Mission & Vision BMD Creative Studio exists for the enthusiasm concerning Business Innovation, Marketing and Design. Our mission is to be a global Business & Design Consultancy that connects people, empowers
45
entrepreneurs and their services through human centricity and approachability to foster creativity and collaboration while providing the highest standards of services.
GRADUATION PROJECT REPORT 2021
/Goal Identification
The goal is to make a business solution that can provide clients with a 360° design solution. 46
GRADUATION PROJECT 2021
/Note that • The keywords marked in green represents the core services provided by the brand • • The keywords marked in blue helped in inspiring the visual
identity development of the brand. The one's marked in black on the outer edge are extensions for the work done by BMD
/Brainstorming Innovation
Global
Modern
Development
Business
Sustainability
SEO
Tech-driven Solutions Email
Collaboration Marketing Design Studio
Geometric Minimal
BMD Creative Studio
Omni-channel
Social Media Design Branding
Unique
Abstract
UI/UX
Visual Identities Packaging
Inclusive Professional
Market Research
Collaterals
Empowering Friendly
Website Design
Fun
Pitch Decks Brand books
User-first approach
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GRADUATION PROJECT REPORT 2021
/Competitors *Same Category Competitors These refer to those studios who are directly associated with services like branding, communication design, marketing and business innovation.
Local Competitors
Global Competitors
• • • • • • • • •
• • • • • • • • • • •
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327 Creative Studio Atelier D'Alves Design Possibility Gen Design Studio Kobu Agency Panorama Studio Dobra UMA Brand Studio V-A Studio
Anagrama Chalie Smith Design Chermayeff & Giesmar & Haviv Happy Cog Landor & Fitch Mucho Pearl Fisher Pentagram Saffron Brand Consultants Studio Dumbar Wolff Olins
GRADUATION PROJECT 2021
/Iceberg Model Segmentation Demographic Age
BMD intends to target people over the age of 20 as potential clients.
Gender
No gender barrier
Middle Class to Upper Class. Socio Economic We intend to make the design feasible for Status everyone. Note that we might even take projects without a quote if it's a good idea as we want to support NGOs and actively take part in designing for social causes, but we cannot afford it right now as a startup.
Behavioral Loyalty
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It is challenging to maintain consumer loyalty in case of a creative setup. That is because people can always find a cheaper solution according to their taste. However, consumer loyalty can happen for a design studio over years of toiling and working on many significant projects. We can try building a loyal audience on social media platforms by providing educational content for students.
GRADUATION PROJECT REPORT 2021
Occasions As BMD is a creative service provider, the of Usage occasions of usage are not limited. Therefore, we can work whenever we get a project within reasonable working hours. BMD will be strict about its working hours, as the mental health of employees is our priority. In addition, we believe that creativity can foster a calm mind, so we don't intend to overwork and stress ourselves out. Benefit Sought
The benefits the user will get from using our services are • A strong visual identity for their brand/ business can sustain itself in the future. A dedicated and friendly designer ready to help them out with all their design-related problems. A chance for marketing themselves better among their competitor brands. Innovative business ideas that can help them outrun their competitors. They get to work with the best designers from the world. Personal Satisfaction from the services we work for meticulously.
*Please continue to next page for continuation of Iceberg Model Segmentation
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/Iceberg Model Segmentation (cont.) Psychographic Personalities Our clients could have all sorts of personalities. As designers are an empathetic lot, we intend to help everyone. From characters such as Friendly, passionate, hardworking, creative, polite and various other positive personalities To personalities such as Narcissistic, rude, short-tempered, impatient, and many negative personalities; We believe we can handle them all. Some humans might be crackheads, while others can be manipulative, but we think we can serve everyone well with our design.
Attitudes
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As the design is a part of everyday life, defining a particular set of attitudes toward our target audience makes it difficult. However, what we know is that humans are impatient and lazy creatures who enjoy a hassle-free life. Therefore, even tiny design solutions can create a lot of difference in the lives of people. Consequently, we can conclude that no matter what our client's attitude is, design is essential, and the scope for availing of our design services is abundant.
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/Iceberg Model Segmentation (cont.)
Lifestyles
Our services cater to individuals who can afford to start/run their businesses. They can belong from the middle-class to the upper-class tier of society. The section will expect results in terms of profit from the money they have invested in our services. 'Word of mouth' would help gain the trust of the individuals who would cater to our services and proof of projects undertaken by us.
Motivational
Motivation for users to buy our services could be • Wanting more profit from existing business Wanting to define and develop their new business/brand • Wanting to reach a broader set of audience through our omni-channel marketing approach Wanting to build a brand/business that sustains itself in the long run • Wanting to innovate old businesses via techdriven solutions • Wanting to develop a new company with respect to their market segmentation, need and userbase • Wanting to create unique brand identities that help them identify with a larger audience • Have their stories told visually pleasingly
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• Wanting to understand their market segment and target audience through thorough research • Wanting to identify their competitors and find an edge to exceed User Status
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As BMD Creative Studio has not been launched to the public yet, there are no existing users to base our user segmentation. Therefore, we can study the user status and usage rate of competitor brands like 364 Studio, Studio Dobra, Kobu Agency etc., to understand the user status for BMD.
GRADUATION PROJECT REPORT 2021
/Positioning We will position BMD in the market under the category of 'Design Studio'. The USP for BMD is that we provide all the services related to design under a single roof. We understand the importance of co-relation between strategy, business, design and marketing.
/Frame of Reference The frame of Reference for BMD would be 'Design Solutions' we should position it in the market as a design studio that is a one-stop solution for a client's design needs.
/Source of Volume We intend to start with three services business strategy development, social media marketing and branding. Then, as we grow as a company, we can expand our services within business innovation, marketing and design. Like we can add affiliate marketing, business forecasting, editorial/communication design, etc.
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/Points of Parity Points of parity refer to the elements that a brand needs to be in the eyes of the consumers. Therefore, they help in overcoming competition.
• BMD is a one-stop solution for all creative needs for a client. Often design studios excel at one particular area of design, like branding. The clients then need to connect to a chain of places to get their work done, e.g. UX consultancies, marketing agencies, research firms, web-development firm, etc. We minimize this hassle by providing all these things under one roof. Due to which creating a consistent visual identity becomes smoother. We are friendly and fun. We proudly proclaim ourselves as professional and empowering, but we are empathetic towards the
55
needs of our clients. For us, clients come first. We are versatile - we can pull off any kind of visual treatment a client may need - minimal or maximal, organic or abstract. You name it; we can do it. We are aware. We know about the latest trends, modern ways to help a business foster innovative strategies. We have a network full of experts. We have collaborators who are the best in their respective fields, who come together to create brilliant work.
GRADUATION PROJECT REPORT 2021
/Points of Difference Points of parity refer to those aspects of the brands that make it different from its competitors.
• BMD is a one-stop solution • We don't settle for anything for all creative needs for a less than the client's client. Often design studios satisfaction. We rework excel at one particular area till both our team and the of design, like branding. The clients are satisfied with the clients then need to connect product. Why? We think the to a chain of places to get world is already complicated their work done, e.g. UX enough. Giving another halfconsultancies, marketing baked product at the peak of agencies, research firms, capitalism would not help our web-development firm, etc. society. We minimize this hassle by providing all these things • We help in supporting NGO's under one roof. Due to which creating a consistent visual • We believe in environmentalidentity becomes smoother. friendly designs and try to create designs that leave • We are empathetic a less amount of carbon footprint. • We intend to empower • We believe in inclusivity and diversity
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/Positioning Statement
For anyone who needs to develop a current/new business idea, we are a 360° creative solution that can help sustain their business in the long run. 57
GRADUATION PROJECT REPORT 2021
/Personality (Arch-type)
Caregiver /Values
/Tone & Voice of BMD
Be Simple •
Simplicity
•
Functionality
•
Excellence
Collaborate •
Empathy
•
Sincerity & Integrity
•
Accountability & Responsibility
Think Global
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•
Inclusiveness & Diversity
•
Breaking boundaries & going the extra mile
• Friendly; approachable yet informative • Uplifting, highenergy, dynamic, exciting • Empowering, motivational and encouraging • It reflects professionalism, competence and sophistication • Is unconventional and ambitious
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/BMD Process
We have a detailed back-and-forth process where we define our problem first. Next, we ideate several ways of looking at it, followed by developing a solution that is best suited and finally deliver them on time. We involve our clients in each part of our process to have their involvement and provide a satisfactory outcome. Fig 3.10 Visualisation of Process for BMD
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/BMC - Business Model Canvas for BMD Creative Studio • Middle to Upper Class 1. Customer Segmentation • People of both urban and rural areas • People/Organisations looking for affordable and satisfactory design solutions 2. Value Proposition
• BMD proudly proclaims itself as a one-stop solution for all the creative demands of the clients. • Versatile • Flexible • Inclusive • Friendly
3. Revenue Streams
• Client Projects • Collaboration with other studios/freelancers • E-books (in future)
4.Customer Relationships
• • • •
5. Channels
• Website • Social Media Platforms like Instagram, LinkedIn and Facebook • Physical Office (post - pandemic)
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Affordable Pricing Customer satisfaction post project Swift services Respect for deadlines
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6. Key Activities
Digital services like • Devising business/design/social media strategies • UI/UX • Development of Websites • Communication Design • Branding Physical services like• Developing printable publication design • Packaging
7. Key Resources
• Clients • Collaboration • E-book (in future)
8. Key Partners
As we are a start-up, we are a private company as of now. We intend to grow in future and get partners when we grow public, a few years down the line.
9. Cost Structure
• • • • • • • • •
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Client Projects Collaborations Employee Salaries Tax Payments Creative Subscriptions Website Domain Licenses Development and Maintenance Advertising and Cross-platform marketing
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1. Logo Design Brief for Development of new logo The brief was to refresh the logo to make an exciting and consistent brand identity for BMD Creative Studio.
Initial Logo
The keywords for the new logo were - minimal, modern, abstract, geometric.
Brand Color Palette & Initial Logo Check page 37 for the brand color palette and previous logo in detail Check UX Audit pg 26 onwards to see the previous visual identity of website.
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Fig 3.11 Visual Research for Logo Development - BMD
Visual Research
Developing a display typeface for our brand identity While researching for visual examples that signify modernity through geometrical shape and forms,
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we came across several display typefaces along with the examples mentioned above. We thought it would
be fun to have our own display typeface, which we can use at our convenience to portray our beliefs.
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Logo Typography
Fig 3.12 Typeface for BMD
The visual treatment of overlapping inspires the display typography made for BMD Creative Studio. As they provide three services, we
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have tried to develop a typeface using the three brand colors and basic geometric shapes. When two different
shapes overlap, they form the black shape within the typography. It signifies that the services of BMD are inter-connected.
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Logo Explorations
Version 1. Using our display typeface along with the older outline element
Version 2. Letting go of the outline element. Crisp, justified and modern variation
Version 3. Further abstraction of version 2
Final Logo
unique appearance, so it’s memorable and stands out while aligning with concepts like simplicity, abstraction and minimalism. It signifies that It’s based on Bauhaus foundation is vital, and anything is Art Movement, possible if we build which gives it a The BMD logo represents our services - business innovation, marketing and strategy and visual communication and design strategy.
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the foundation right. We have tried to showcase that all the three services are interconnected and overlapping with each other. For example, the services of BMD are the foundation for the design studio as well as the logo.
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Logo Proportions We have made the BMD logo in the proportion of 2: 1 (W: H). To preserve the integrity of the BMD logo, we should always maintain a minimum void space around the BMD logo.
Fig 3.13 Logo Proportions
2 :1 W:H
This void space insulates the logo from distracting elements like copy, illustration, photography or another logo.
Logo Space There should be an exclusion zone of 20% area on all four sides of the logo. No other graphic element must encroach in this area. This will help the logo stand out in any setting and make the design look cleaner. Fig 3.14 Logo Spacing
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Logo Grid The BMD logo is based on a square grid. Each of the shapes have been made to overlap with each other in equal proportions. Each alphabet has an overlap area of 4 squares, thus making the logo harmonious geometrically. Fig 3.15 Logo Grid
Logo Construction
Fig 3.16 Logo Construction
The sequential order being 4424442444
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Each of these alphabets has a width of 4 squares to portray the area for overlapped shapes (e.g. blue and black strips in B and D and the black triangle in M), and all these alphabets have the space of 2 squares between them, which makes the whole logo have a sequential order where each alphabet can be displayed as a multiple of 4.
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2. Typeface for the brand
Importance of typeface in visual identities A typeface often helps in describing the brand. As we often term consistency the key to success, a consistent typeface must-have for brands that intend
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to sustain themselves in the long run. A consistent typeface across various platforms helps in developing the identity system of the brand.
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Primary Typeface The primary typeface for BMD is read. We have used various weights Proxima Nova. It is a modern san-serif of Proxima Nova to create contrast typeface that is crisp and easy to and hierarchy.
Aa Aa Aa Proxima Nova Thin
Proxima Nova Bold
Proxima Nova Extrabold
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
Secondary Typeface
Nunito is also a sans-serif typeface like Proxima Nova, but its rounded letterforms give a more friendly and approachable feel to copy text. In addition, it is readily available for website usage, which makes it a suitable choice for digital platforms. Nunito shall only be used for body text on a digital platform with regular weight from 16 pts to 22 pts.
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Aa Nunito Regular
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
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/Typesetting preferable for print media
Typesetting (Using only primary typeface) Permissible usage of primary fonts weights to create a clear hierarchy. is stated and shall be used as The hierarchy outlines are relative to per the set rules. Use a range of the size of the application.
Headline Label 1 Proxima Nova Extrabold: 48 pt, -50 tracking
Subtitle Proxima Nova Bold: 24 pt, -10 tracking Body Text 1
Proxima Nova Regular: 12 pt, 0 tracking (don't use text size below 9 pt for body text) Captions
Proxima Nova Thin: 10 pt, 0 tracking (don't use text size below 7 pt for captions)
*Note - Other weights of Proxima Nova like italic variations and weights like regular, light, medium or black can also be used for BMD. The key is to create contrast. So as far as there is a stark contrast between the headline and body, it shall work well. The sizes mentioned above are the largest sizes for print. One must refrain from increasing text size from what we mentioned above.
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/Typesetting preferable for web
Typesetting (Using both primary typeface) & secondary typeface Permissible usage of primary and secondary typeface for the web is stated and shall be used per the set rules. Use a range of
weights to create a clear hierarchy. Note that one can only use the secondary typeface, Nunito, for body copy.
Headline Label 1 Proxima Nova Extrabold: 48 pt, -50 tracking
Subtitle Proxima Nova Bold: 24 pt, -10 tracking
Body Text 1
Nunito Regular: 16 pt, 0 tracking Captions Proxima Nova Thin: 12 pt, -10 tracking
*Note - Note that these sizes can increase in terms of web proportionately and are not rigid, unlike print sizes. Please refrain from using body text under the size of 16 for the web, as there might be legibility issues that can lead to a bad user experience.
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3. Corporate Collaterals Corporate Collaterals for BMD Creative Studio include the following: • • • •
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Business Cards Email Signature Letterhead Corporate Pitch Deck
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Fig 3.17 Mock-up for Corporate Collaterals - BMD
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/Explorations
Business Card
Fig 3.18 Business Card Exploration - 1
Version 1. Logo used as a strip and pattern for back at 30% opacity.
Fig 3.19 Business Card Exploration - 2
Version 2. Usage of shapes overlay like in logo. Trying to create an abstract ‘M’
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/As the logo development and business card development happened simultaneously, the explorations have a
different version of the logo. We rejected this logo and decided to make it more abstract and
not mention “creative studio” at all. We also did away with the outlines as they felt constricting both visually and creatively.
Fig 3.20 Business Card Exploration - 3
Version 3. Further abstraction from version 2
Fig 3.21 Business Card Exploration - 4
Version 4. Further abstraction from version 3
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/Explorations continued
Fig 3.22 Business Card Exploration - 5
Version 5. Usage of shapes and element of overlay to depict fun abstracted humans as if they are presenting the logo. The strip adds as a point of continuation between back and front of the business card.
Fig 3.23 Business Card Exploration - 6
Version 6. Minimal usage of the final BMD pattern in combination with the outline effect from the old visual identity. /The outline effect was scratched from final visual identity.
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Fig 3.24 Business Card Exploration - 7
Version 7. Usage of final pattern for the front of the card and icons for contact information on back while maintaining the idea of contrast.
Fig 3.25 Business Card Exploration - 8
Version 8. Usage of final pattern for the front as a broad strip
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/The final business card for BMD
Business Card - Final Final Version have used the pattern and placement of text as used in version 7. We have reduced the text size and changed the color of body
text to a 95% tint of black to make it look cleaner and more formal. We have used the icons of BMD for contact.
Fig 3.26 Final Business Card - BMD
We have used the abstracted final form of the logo for the final version without the words ‘creative studio’ or outline. We
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Fig 3.27 Final Business Card Mock-up
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Email Signature
Version 1. Horizontal stacking of content with reference to the logo.
Version 2. Vertical stacking of content with reference to the logo.
Final Email Signature
Why this version? Vertical stacking of content with reference to the logo looked better when placed in the email as signature because of smaller font size and stacking.
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4. Alternate for version 3 with the pattern strip reduced to half of its size proportionately
3. Minimal with 1 strip of pattern on the top left of the page and other on bottom right of the page.
2. Minimal with 1 strip of pattern on the bottom left of the page.
1. Minimal with 2 strips of pattern used linearly on left of the page.
Letterhead Explorations
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8. Minimal approach with black strip at bottom, no pattern (clutter) and logo on top left
7. Alternate for version 6 with the size of pattern strip doubled
6. Alternate for version 5 with 4 strips placed linearly on right side of the page
5. Alternate for version 4 with both strips placed vertically
/The final letterhead for BMD
Fig 3.28 Final Letterhead - BMD
Final Version Inspired by version 8, with the logo a little more oversized, all contact information is placed together, and text implements the element of contrast on the bottom right.
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Fig 3.29 Final Letterhead Mock-up
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Check the entire pitch deck athttps://docs.google.com/presentation/ d/1XwAOrvCP0Qu8DdarG_ aEb5QhGKTHxJthpK597kmBIQo/ edit?usp=sharing
Corporate Pitch Deck
Fig 3.30 Excerpts from Corporate Pitch Deck - BMD - 1
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Fig 3.31 Excerpts from Corporate Pitch Deck - BMD - 2
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Fig 3.32 Corporate Pitch Deck Perspective Mock-up
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4. Iconography We made the BMD Creative Studio's iconography cohesive with its logo, typography, pattern, and unique visual identity. The iconography is abstract, modern and made of overlapping shapes as well. The exciting part about the iconography of BMD Creative Studio is that we can convert the icons into typography and vice versa. We can divide the icons into • Services • Values • Process • Reach Us At • Social Media • Others
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Fig 3.33 Icons- Mock-up
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Visual Research
Fig 3.34 Visual Research for icon development
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Services
Business Innovation
Design and Visual Communication
Marketing & Strategy
Values
Be Simple
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Collaborate
Think Global
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Our Process
Discover
Define
Develop
Deliver
Reach Us At
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Contact
Location
Website
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Social Media
Behance
Behance
Dribble
Dribble
/Green alternative
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/Black alternative
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Other Icons
Projects
Company
Reliability
To the top/ Arrow
Efficiency
Project Timeline
Loyalty
Chat popup
Services
Team /These icons are used in corporate pitch deck for the brand and the brand’s website.
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Fig 3.35 Icon Mock-up - A4
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5. Pattern As the entire visual identity of BMD is based on shapes, we played around to develop an exciting and quirky geometric pattern for BMD. The interesting part about the pattern of BMD Creative Studio is that we can convert the pattern into the logo and vice versa, which is possible because they are both based on basic geometric shapes.
Fig 3.36 Pattern for BMD - Horizontal
Visual Research
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Fig 3.37 Visual Research for Pattern Development
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Process of the making of the BMD Pattern The process for making the BMD is simple. • We disintegrate the logo into basic shapes and then combine them to form a strip. Then we combine the strips while alternatively flipping them vertically, Together three strips form one cluster. One cluster & one horizontally flipped and rotated cluster makes one unit of our pattern. 102
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/The blue highlighted photograph depicts formation of one cluster
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+
Pattern Strip 1
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+
Pattern Strip 2
Pattern Strip 3
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1 Cluster
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+
Cluster Rotated at 180 and flipped horizontally 106
Original Cluster
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Seamless Pattern Block
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6. UI/UX for Website Redesign
/Note that UX and branding go hand in hand. If one can find the competitor's analysis in the UX section, then one can find details about the competitors
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and market research in the branding section. One might have to flip back and forth to get a grasp of the information.
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/The names for the following grid can be found in the competitive analysis ahead in order of left to right
Competitors for BMD Creative Studio Local Competitors
Fig 3.38 Compilation of logos for Local Competitors of BMD
Global Competitors
Fig 3.39 Compilation of logos for Global Competitors of BMD
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/We have analysed the projection of brands on Instagram as Instagram is our primary social media platform
Competitive Analysis Competitors/ Comparing Points
What services they provide
What kind of content they post on Instagram
Content on their landing page
• • •
Branding Packaging Publication Design
They posts usually comprise of their work along with few photographs of vacation or life at the studio.
•
Local Competitors 1. 327 Creative Studio
• •
Slider containing mock-ups of projects Quotes Grid for projects
2. Atelier D'Alves
• •
Graphic Design Exhibition Design
Posts about their projects in mockups and physicality. One can find a lot of cool type explorations on their social media
•
Single Section containing list of projects which when hovered depict a photo excerpt from the respective project
3. Design Possibility
• • •
Product Design Brand Design Marketing
Educational Content on Instagram with a mix of project, process and team photos.
•
Video of their projects Mission Vision Grid of projects New case study (trigger for mail)
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• • •
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You can find a detailed analysis at https://docs.google.com/ presentation/d/1YJ9C3BpFxp_ 2rWYkrD9nghkz0k5mnTRnifn UD2RJIUU/edit?usp=sharing
Competitive Analysis (cont.) Competitors/ Comparing Points
What services they provide
What kind of content they post on Instagram
Content on their landing page
• • • • • •
Branding Graphic Design Motion Graphics Web Design Interior Design Industrial Design
They usually post their work in minimal templates along with motion graphics done for their clients, about the team and selfprojects
•
• • •
Type-foundry Branding Promotional Films UI/UX Website Design Communication Design Motion Graphics
Interactive and people oriented Instagram, effective use of hashtags, grids, vector graphics. Nice blend of life, work and play at Kobu.
•
Local Competitors 4. Gen Design Studio
5. Kobu Agency
• • • •
•
•
• • • • •
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About Internet of Things - which is their USP Their projects
Interesting eye-graphic as splash screen Brief definition of what they do in front of a motion graphic Work/Case Studies Departments Clients Team Trigger for contact
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Competitive Analysis (cont.) Competitors/ Comparing Points
What services they provide
What kind of content they post on Instagram
Content on their landing page
• •
Graphic Design Publication Design Space Design Product Design
Photos of print design, mock-ups, random photos of textures and type experiments
•
Local Competitors 6. Panorama
• •
•
Short brand description Project grid
7. Studio Dobra
• •
Graphic Design Exhibition Design
A lot of posters and projects. But usually consistently posting posters for user engagement
• • •
Brand Intro Project Grid Type trigger as menu in footer (no real menu)
8. UMA Brand Studio
• •
Branding Packaging
Interesting Instagram with poster design and elegant work mockups
•
Slider with projects Short brand description Project Grid
Posts include projects, about their team and type explorations
•
9. V-A Studio
• • • •
Branding UI/UX Digital Products Art Direction
• •
• •
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Video summary of projects Short description Project grid
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Competitive Analysis (cont.) What services they provide
What kind of content they post on Instagram
Content on their landing page
1. Anagrama
• • • •
Branding Packaging Architecture Interaction Design
Posts about projects and campaigns that the company has undertaken.
•
Project grid
2. Charlie Smith Design
• • • •
Branding Packaging Space Design Communication Design
Projects undertaken by the company along with pictures of the team
•
Project grid
3. Chermayeff & Giesmar & Haviv
•
Logo Design
They post logo designs, witty graphics, their accomplishments and about their team
• •
Small Intro Logo design grid
4. Happy Cog
• •
UI/UX Development & Optimization Marketing
They post about projects, news, awards won, team and work culture
•
Summary video for their projects Description Project Grid
Competitors/ Comparing Points
Global Competitors
•
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• •
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You can find a detailed analysis at https://docs.google.com/ presentation/d/1YJ9C3BpFxp_ 2rWYkrD9nghkz0k5mnTRnifn UD2RJIUU/edit?usp=sharing
Competitive Analysis (cont.) Competitors/ Comparing Points
What services they provide
What kind of content they post on Instagram
Content on their landing page
•
Brand & Retail Consultancy Strategic Design Experience Design Motion Design Graphic Design
Equality campaign, photos of team, project mock-ups, projects and office
•
Projects and campaigns undertaken by the company
• •
•
Branding Motion Graphics Communication Design UI/UX
• • •
Branding Packaging UI/UX
Projects and campaigns undertaken by the company
Global Competitors 5. Landor & Fitch
• • • • 6. Mucho
7. Pearl Fisher
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• • •
•
• •
Motion Graphic with quote About the brand - including 3 sub-brands, clients and global team Show reel Grid with services and projects Clients Category segregation videos along with project grid for each category.
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User Segmentation User Segmentation
Desired Behavior from the User
Trigger for the User
1. Potential Wants to use our Client services for their creative needs to elevate their brand/ business
We will help you sustain your business/brand while keeping up with the latest trends
2. Potential Collaborator
Wants to collaborate with us for creative projects
We will help you build a great personal portfolio with the help of our projects/clients
3. Student
Wants to check our work/journal/ educational content
We can inspire your creative muscles through our fun and friendly empowerment side.
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Potential Clients These are people with existing businesses or business ideas which require help with creative solutions Have
Business idea, finance, experience, network with other potential clients (Word of mouth is often the best marketing tactic to grow in terms of design)
Doesn't Have Time, Skills for creative execution, Knowledge about latest trends in terms of design, Proper research in terms of their business idea. Wants
Creative Solution, In depth research for their business category, revenue, sustain their business in long run, profit.
Potential Collaborators These are people with existing jobs as a skilled professional or are students looking to develop their portfolios and skills Have
Knowledge in their particular field of work, Network amongst other collaborators, passion for their area of work, time management skills
Doesn't Have Resources, as much time as a regular employee, Wants
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Experience, opportunities, side earning
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Student These are people who are currently associated with an academic institution and are studying in a creative field Have
Passion, enthusiasm, willingness to learn
Doesn't Have Experience, resources, knowledge in terms of industry Wants
Inspiration, motivation, experience, direction
/Note that BMD wants to empower people, so anyone and everyone with or without an association with an academic institution is a
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student to us and is welcome to browse our educational content. Therefore, the above segmentation might change with time.
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*The following worksheets collection of LinkedIn for User Personas has Learning worksheets by Content Foundations been taken Marketing from the Brian Honigman,
/User Persona - Potential Client Entrepreneur
with Brian Honigman
Customer Personas Worksheet Defining your audience is essential to accurately personalizing your messaging to their challenges, interests, and demographics. Fill out each field below and add your own where necessary to describe each customer persona. Persona Name: Jack Demographics Age: 24 Gender: Male Location: Portugal Marital Status: Single Interests and Hobbies: Finance, technology, reading self-development books, cooking Language: Portuguese, English Top Characteristics: Entrepreneur, good leadership skills, good communication skills, hard working
Professional Background Job: Entrepreneur Industry: Product Manufacturing Education: Business Administration Income: 40k USD Role in the Purchase Decision:
Point of Contact
Decision-Maker
End User
Challenges, Motivation, and Goals List their Challenges: Defining their startup as a trustworthy brand, Making customers aware about them List their Motivations: Building futuristic devices that provide smooth user experiences List their Goals: Becoming a noteworthy company in 2-5 years Communication Preferences Describe their Communication Preferences (for example, Channel Usage, Time of Day):
LinkedIn, Medium, Facebook, Twitter, Instagram; usage time: while commuting to and fro from work Topics of Interest: Finance, Technology, Entrepreneurship, Economics Fig 3.40 User Persona - Potential Client - Entrepreneur Content Marketing Foundations with Brian Honigman
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/User Persona - Potential Client Business Owner
Persona Name: Amanda Demographics Age: 45 Gender: Female Location: Portugal Marital Status: Married Interests and Hobbies: Reading lifestyle magazines, Art, hiking, baking, blogging Language: Portuguese, English Top Characteristics: good communication skills, kind, vegan, art enthusiast, volunteer
Professional Background Job: business owner Industry: Food & Beverages Education: Masters in Arts Income: 55k USD Role in the Purchase Decision:
Point of Contact
Decision-Maker
End User
Challenges, Motivation, and Goals List their Challenges: To make their business global and relatable to the younger generations List their Motivations: To sustain their business, earn profit by reaching a wider target audience List their Goals: To sustain their plantation and provide nutritious food to people Communication Preferences Describe their Communication Preferences (for example, Channel Usage, Time of Day): Facebook, Blogs; Usage time: during working hours Topics of Interest: art, baking, food industry, blogging Fig 3.41 User Persona - Potential Client - Business Owner
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/User Persona - Potential Collaborator Web Developer
Content Marketing Foundations with Brian Honigman
Customer Personas Worksheet Defining your audience is essential to accurately personalizing your messaging to their challenges, interests, and demographics. Fill out each field below and add your own where necessary to describe each customer persona. Persona Name: Divyant Demographics Age: 22 Gender: Male Location: India Marital Status: Single Interests and Hobbies: Technology, Programming, Traveling, Gaming, Anime, Programming Language: English, Hindi Top Characteristics: Can work well under pressure, teamwork, quick learner, passionate
Professional Background Job: Web Devloper Industry: Software Design Education: Bachelors of Technology with Information Technology Income: INR 45k Role in the Purchase Decision:
Point of Contact
Decision-Maker
End User
Challenges, Motivation, and Goals List their Challenges: Wants to earn extra income and switch to UI/UX List their Motivations: Building websites that provide an amazing user experience and are often eccentric List their Goals: Developing websites for renowned brands and becoming a great web devloper Communication Preferences Describe their Communication Preferences (for example, Channel Usage, Time of Day):
Github, LinkedIn, Discord, Twitter, Instagram; Usage time: In non working hours (post 6pm to 11 pm) Topics of Interest: Technology, Innovation, Design, Cinema, Anime, Programming Fig 3.42 User Persona - Potential Collaborator - Web Developer Content Marketing Foundations with Brian Honigman
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/User Persona - Student
Persona Name: Megan Demographics Age: 21 Gender: Female Location: London, UK Marital Status: Single Interests and Hobbies: Design, Photography, Reading, exhibitions, music festivals Language: English Top Characteristics: Design enthusiast, lazy, artistic, organized, confident
Professional Background Job: Unemployed Industry: Design Student Education: still studying Income: Role in the Purchase Decision:
Point of Contact
Decision-Maker
End User
Challenges, Motivation, and Goals List their Challenges: No time to read because of work, creative block, keeping up with trends List their Motivations: Completing college, learning new skills List their Goals: Becoming a designer, to have an impact in the industry Communication Preferences Describe their Communication Preferences (for example, Channel Usage, Time of Day):
Instagram, twitter, YouTube, Snap chat; Usage Time: during breaks, while traveling, after coming home Topics of Interest: Design, art, ongoing trends Fig 3.43 User Persona - Student
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/Site Map
Landing Page Home • Services • About Us • Our Projects • Contact Us • Connect on Social Media Services • Contact Us • Connect on Social Media About • Contact Us • Connect on Social Media Projects • Project - 1 • Project - 2 • Project - 3 • Project - 4 • Contact Us • Connect on Social Media Contact US • Contact Us • Connect on Social Media
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Check the wireframes in details at https://wireframepro.mockflow.com/view/ M9bb618c46c8ec6b3c0b7a91e78d0a9281609593360261
UX wireframes (also low fidelity wireframes)
Fig 3.44 Low Fidelity Wireframes - BMD
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UI Design (website) Landing Page trials
Fig 3.45 - Initial Trials for Landing Page
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Final Landing Page
Fig 3.46 - Mock-up - Landing Page
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One can see the entire wireframing at https://xd.adobe. com/view/d3d98a4b3d89-4159-ac1987a320b67b6a-868a/
About Us Page | Menu | Contact Us Page Initial Explorations | Our Services
Fig 3.47 - Final UI for Web
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Check the project live on /www.bmdcreativestudio.com/
Final About Us Page
Fig 3.48 - Mock-up - About Us
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Check the project live on /www.bmdcreativestudio.com/
Final pg for Services
Fig 3.49 - Mock-up - Services Page
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Check the project live on /www.bmdcreativestudio.com/
Final pg for Case Study and the web page for the respective case study
Fig 3.50 - Final screens for project page and a particular project
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One can see the final wireframing at https://xd.adobe.com/ view/9147f567-1765-481f92f6-d8207cc95d2f-c414/
UI Design (for mobile) Wireframes Landing Page | About Us | Our Services | Menu | Contact Us | Our Case Studies | Particular Project Page
Fig 3.51 - Final screens for mobile version of the website
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One can see the final wireframing at https://xd.adobe.com/ view/9147f567-1765-481f92f6-d8207cc95d2f-c414/
UI Design (for mobile) Final Outcome
Fig 3.52 - Mock-up of the Mobile Version of the Website
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7. Hypothetical Projects for the Website Why did we need hypothetical projects for our website? BMD is a startup, so they did not have existing projects or clients to showcase on their website. For this reason, we created a few hypothetical projects that we can showcase on our website for now. Later on, when our project count increases, we can replace these projects with commercial projects.
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/Hypothetical project 1
X | F Skincare
Following our unique process, we researched various organic skincare brands and identified the scope to position ourselves to cut the mark in the market. As a result, we finally offered an identity design system using organic shapes instead of organic colors, paired with muted colors to keep the feel natural and minimal at its core.
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Fig 3.54 X | F Skincare - product mock-up
XF Skincare’s visual identity is based on three keywords organic, modern and different. The identity is supposed to be minimal and modern yet have an underlying twist that resonates with being organic.
Fig 3.53 X | F Skincare - logo
Design & Visual Communication
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Fig 3.55 Packaging Process X | F Skincare
Step by step process of developing cardboard box packaging for X | F skincare.
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Fig 3.56 Mock-ups for packaging of cosmetics
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Fig 3.57 Mock-ups for packaging of carry bags
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/Hypothetical project 3
Founder’s Nest is a startup that caters to upcoming entrepreneurs and helps them grow their businesses. They came to us with a branding brief, wherein we had to understand the brand ethos and services, following which we had to develop a unique identity for them. Finally, we helped them accelerate their growth, engagement and awareness with a solid visual identity aligned with their requirements. We studied the brand, competitors in the market and found corresponding visual elements that helped us strategise and design the logo. Eventually, brand elements such as colour palette, typeface and graphic elements that reflect their value system were also designed as a part of the branding
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Fig 3.59 - Founder's Nest Logo
Design & Visual Communication
Fig 3.58 - Founder's Nest Mnemonic
Founder’s Nest
package. With this deliverable, they have started at a remarkable trajectory that is helping them progress by leaps and bounds.
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Fig 3.60 - Founder's Nest Mock-ups
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Fig 3.61 - Man Working on SEO
8. Content marketing strategy
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Our content marketing strategy included 5 sections.
1. About the brand (For about the brand please refer to pg 16-20)
3. User Personas & Target Audience (for user personas refer to pg 116-119)
4. Strategy & Content Plan 2. Competitor Analysis (For competitor analysis 5. Templates please refer to pg 107-113 )
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/Note that we can find user personas and user segmentation under UX section on pg 113 - 119
* Target Audience
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Who is our Audience?
• Entrepreneurs of new startups need to create a brand image. • Current business owners who need a revamp. • Students who need to learn about branding
Why should our audience choose us?
• Keen on increasing the profitability of their brand • Want more awareness for their brand • Want to get a quote for branding work • The loyalty of our words and values • Want business strategies/marketing strategies for their brand • Want to create their visual image • Students who want to learn about branding
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* Strategy & Content Plan What is the purpose of our strategy? • Making customers aware of us • Generating a loyal following • Placing ourselves as the leaders in branding • Placing ourselves as “masculine, minimal and innovative.” • Placing ourselves as an educator
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Our Strategic Goals
Our Goals
Corresponding Metrics
Business Goals
• Be a global and business design consultancy • Build a loyal audience • Help businesses become more sustainable
• Increased number of projects • Increase in social media following • Increase in our all over portfolio
Social Media Marketing Goals
• Content Engagement • Follower Growth
• Engagement statistics • Number of Followers
Goals for using blog/ebooks on our owned media
• Generate a consistent brand image • Establish ourselves as leaders in the market • Gain customer’s loyalty and trust
• Multi-platform relevance • Coming at par with our competitors with our reach • Increase in number of projects and contacts.
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*The following business & customer strategy are based on the collection of LinkedIn Learning worksheets by Brad Batesole
Business Strategy
Business Name
BMD Creative Studio
Mission Statement
To be a brand that empowers people and their services through human centricity and approachability and fosters creativity and collaboration while creating social awareness.
Objectives
Be a global business and design consultancy
Supporting businesses to be more sustainable
Cultivate a loyal following
Value Proposition
Give back to the society through empowerment
Help NGO’s
Provide tech driven solutions
Elevator Pitch
BMD Creative Studio helps build and sustain brands by focusing on business and marketing strategies, visual communication and design.
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/BMD in target audience refers to students interested in areas like business, marketing and design.
Customer Strategy
Business Name
BMD Creative Studio
Mission Statement
To be a brand that empowers people and their services through human centricity and approachability and fosters creativity and collaboration while creating social awareness.
Target Audience
Young Entrepreneurs between the age of 24-34
Existing business owners between the age 35 - 55
Students interested in *BMD between the age of 19-23
Audience Goals
To build a brand and create its awareness
To revamp the visual identity of an existing brand
To learn about business, marketing and design
Audience Technology
LinkedIn, Facebook, Medium (blogs), Twitter, Email
Facebook, Email Instagram, LinkedIn, Snapchat,
Youtube, Pinterest, Behance, Dribble
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Shared Value
We know values that overlap between business goals and customer goals as a shared value. Organising content according to shared value will help us reach the right target audience and fulfil our strategic business goals.
Right Content According to Shared Value
To create sustainable business/ brand
Examples of our work, case studies, side projects with trends (to establish us as the leaders in our field.
To learn about business, market and design
Social media posts / blogs/ ebooks about marketing, business strategies and design
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Generating the Right Content for out Audience Our main category for content generation for BMD can be “BRANDING”
Topics Related to Branding
Which social media platforms we can use?
What approach we can take for topics related to branding • Essentials for developing a brand • Why do businesses need branding? (Customeroriented) • Business strategies to grow one's brand • Marketing strategy to grow one's brand • Why do all brands need to strategize?
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Behance, Dribble & Instagram can be used for showcasing work and finding clients.
LinkedIn, Facebook & Instagram can be used for showcasing work and finding clients.
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Distribution Channels (PESO Model) Owned Media
• Website (our most important channel) • Hosting a blog on the website around our category “branding” • Creating Ebooks for branding/ marketing/ design?
Shared Media
• Our instagram page • Our LinkedIn page • Our Facebook page
Earned Media
• Interactions with our audience (shares of our stories, social media or mentions in blogs.)
Paid Media
• Google AdWords, Facebook ads and LinkedIn ads (If we are going to use any)
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/These are suggestions to expand distribution channels for growth of the brand
Why having a journal/ blog might be helpful?
How can creating e-books be helpful for us?
Our main category for content for blog will be “BRANDING”
Our main category for content for e-books will revolve around “BRANDING”
A journal/blog might be beneficial to us because
Creating an ebook might be beneficial to us because
• We would have more power over our owned content and what we depict to the public as our thought leadership. • We can have a multidisciplinary campaign that can lead from social media channels to our website. • We could cultivate loyalty in the mind of our target audience by appearing authentic. • It will help us achieve the purpose of educating and empowering people.
• Free e-books (small pdf’s) about our content category is a strategy to gain customer loyalty while attracting more traffic on the website that does not bounce back. • E-books related to branding but talking about business, marketing and design as an aspect of branding will make the brand sincere, honest and knowledgeable. • These would help build our audience’s trust by giving them a taste of why they need good branding and BMD to sustain their businesses and how they can trust us.
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/Content Plan
Kind of content we intend to post (summary of ideas) • Start by creating hype about our brand and promoting ourself • Creating several minimal templates that align with the brand values • Showcasing our work • Short animations or gif based on geometry n modernism • Book Reviews along with quotes - suggesting non-fictional books that we find interesting • Visual Posts - simple posts including color -blocking & everyday life • Content about design and advise templates that show leadership • Use of hashtags and following design-oriented pages and hashtags, and interacting with those to increase our reach • Engage in social media design movements like 36 days of type, 51 days of logos and various others.
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Our Plan of Action for Instagram Pre-Launch
Launch
Post-Launch
When
25th to 28th February
1st March
2nd March onwards
What
Creating hype on instagram
Logo reveals and two stories. 1 being a wallpaper freebie on Instagram
Maintain 1 harmonious feed and interactive stories
How
•
Posting 2 stories on Instagram and 1 post about a logo reveal
•
•
Posting teaser gif, interacting with hashtags, and following design studios. Posting stories like ‘what is cooking’, free wallpapers and user polls
•
•
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Maintain daily posting in the ratio of 1 post and 2 stories. Keep engaging with the audience with polls, wallpapers, interesting facts/ quotes on stories (have highlight sections for design inspiration and art history) Post about work, design education and personalized aesthetic content on feed.
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1. Start by creating hype - build-` up to a launch.
2. Follow few hashtags and interact with them to increase reach.
• Post animated videos (gif) revolving around BMD's services like business innovation, visual communication and design and marketing strategies • Build a grid - 5*3 (or longer) comprising a tower (either made of patterns or outlines with several windows comprising icons related to us. • Launch on the launch date. Meanwhile, follow other design studios through which our page could be suggested to our designated audience. Follow friends and family.
3. Figure out unique hashtags relating to BMD so that we are easily findable.
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4. Make templates based on areas like educational posts, quotes, book reviews and about us. 5. Post content (e.g. design advice, design-related memes, projects) according to a pattern and consistently (say a week thrice to keep your audience engaged)
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/Along with the following categories we also created hashtags for the
category of branding, type-related content and common trending hashtags
Hashtags to be used for Instagram For our online identity #bmdcreative #bmdcreativestudio For gifs, animated content or motion graphics
For projects related to business & innovation
#design #visualcommunication #motiongraphics #motionlovers #animation #motiondesign #aftereffects #design #art #graphicdesign #adobe #mdcommunity
#business #innovation #businessinnovation #smallbusinessideas #businessstrategy #technology #smallbusinesselevation #startup #strategy #designstrategy
these are the most engaging hashtags in the section of animated gifs
For projects related to design graphic design
For projects related to marketing #marketing #markeitngstrategy #marketing 101 #strategy #marketingsolutions #marketingideas
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#visualcommunication #design #designideas #designinspiration #graphicdesign #adobe #adobecommunity #illustrator #photoshop #nameofsoftware #communicationdesign #editorialdesign #typeofdesign #adobecreativecloud
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/Posting trending content from existing movements help
in building reach and defining the brand as trustworthy
Content for Instagram posts
Content for Instagram stories
Our Work
Our Work
Mock-ups with a caption about the concept, client company, duration of the product, and BMD other relevant hashtags.
Our posts shared
Gifs or Motion Graphics Fun and interesting design content that shows us as trendy, skilled and aware of the market Educational Content Design tips & tricks, art history simplified, design inspiration, list of free sources
Quizzes About design to engage our audience User Poll For getting to know what kind of content interests our target audience Freebies Free wallpapers for mobile Advertising (if we opt for that)
Trending design related content 36 days of type / everyday logo challenge / poster campaign etc
Posts discussing our blog & website Swipe Up Trigger
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/Visual Research
Inspiration for Relatable content like reminders, quotes etc. Keywords - minimal, modern, harmonious aesthetic
Fig 3.62 Visual Research Grid for Relatable Content
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/Visual Research
Inspiration for Educational content
Fig 3.63 Visual Research Grid for Educational Content
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Content for LinkedIn 1. Launch the brand and link the website 2. Make posts about projects (case studies as articles, mock-ups as photos) 3. Make posts that are informative for people pursuing design to increase engagement (slider carousels) 4. Use hashtags
Our Work Share a few mockups as pics with elaborate concepts and hashtags Educational Content Design tips & tricks, design inspiration, list of free sources Sharing inspiring content from other design studios
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Content for Facebook 1. While Instagram can be fun and witty, Facebook means serious business. Include case studies and more projects on Facebook. 2. Use Facebook ads to get a greater reach (if we have the budget) 3. Post-process videos or share interesting things from other design pages. 4. Share BMD's Instagram content to maintain a bridge between the social platforms. 5. Consistency is vital—post at least every week on Facebook to look happening and engage the audience.
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Fig 3.64 Educational Content e.g. for LinkedIn
/Visual Research
Fig 3.65 Project Based Content e.g. for LinkedIn
Examples of educational content posts on LinkedIn
Examples of work mockups on LinkedIn
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Content for Behance & Dribble
Tips for gaining more Instagram reach
1. Post extensive case studies 2. Use a lot of mock-ups 3. Use stories to engage with audience and share BMD's process 4. Use Hashtags and keywords
As we intend to use Instagram as our primary social media platform, followed by LinkedIn and Facebook, here are few tricks to gain more Instagram reach.
Content for Blog Posts/ Journal
1. Create “savable” content for your feed
1. Our Work (as a detailed case study) 2. Any earned media (news article or blog article about us) 3. Our core category is “branding” and topics related to it (refer to pg 147) 4. List of free resources available on the web (for various fields) 5. Free resources provided by BMD (if any) Our brand book
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2. Start conversations with Instagram Stories stickers 3. Regularly test & analyze new content types 4. Add an element of fun 5. Create shareable content 6. Open up about your brand and business 7. Write longer captions 8. Create more video content 9. Discover your best time to post 10. Pay closer attention to your hashtags
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Content Sharing Plan
Blog/ Journal
Everyday
Every Alternate Day
Twice a Week
Once a Week
Every Alternate Week Customized
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/Heat-maps of user engagement across various social media platforms
to see these heatmaps in detail check https://docs.google.com/ presentation/d/1TCX-RgqFkRotkOA Tkah0iG2oaPimmVUtpW5i5m-c0Kk/ edit?usp=sharing
What is the best time to post our content on different platforms?
Fig 3.66 Heat maps for Instagram
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Fig 3.67 Heat maps for Facebook
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Summary of analysis by the charts showcased before For Instagram Global engagement Wednesday/Friday - 11 am Educational content Friday - 10 am
Fig 3.68 Heat maps for LinkedIn
For LinkedIn Wednesday to Friday 9 am- 1 pm
For Facebook Global Engagement Wednesday to Friday 11 am to 2 pm Educational content Monday to Friday - 10 a.m.
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*Note that these timing are calculated according to UK time. In IST there would be a 5 hour difference between the two timezones. E.g. posting at 10 am means posting at 3 pm in India.
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Social Media Templates
1.1 Template for educational post opening
2.1 Template no.1 for minimal quote
1.2 Template for educational post content
1.3 Template for educational post - ending
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2.2 Book review
2.3 Template no.2 for minimal quote
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4.1 3.1 Personalized content
Color blocked quote no. 1
4.2 3.2 visual break
Color blocked quote no. 2
4.3 3.3 Work-related content
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Color blocked quote no. 2
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One can check out these posts in detail on the Instagram page of BMD Creative Studio https://www.instagram.com/ bmdcreative.studio/
9. Social Media Posts Social Media posts made between the duration of February to April. We can divide it into the following sections: • • •
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Launch Projects & Educational Content, Experimentation with 36 days of type - Animation & geometric vector explorations
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Fig 3.69 - Mock-up for social media template - BMD
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/Our social media strategy revolved around Instagram, as we have chance to grow an audience, showcase our work and get clients through it.
Launch
For our brand launch on Instagram, we planned a 12 grid layout along with minimal gifs as ‘teaser stories’
In these 12 grids, we narrated the brand’s essence - meaning behind our name, our services & our values.
Fig 3.70 Mock-up for Launch Grid - BMD
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* Teaser Stories for Launch
For our teaser, we had the following minimal gifs to incite excitement in our audience.
These stories included (left to right) a rotating hourglass, downloading gif with color changing dots and a minimal steaming bowl gif in which the steam changed color.
Fig 3.71 Mock-up for Launch Stories - BMD
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/Launch Grid
https://www.instagram.com/ bmdcreative.studio/
Fig 3.72 Launch Grid -for Instagram - BMD
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Post 1 - D stands for Design & Visual Communication Gif converting alphabet D to design icon
Post Caption Hello world! We are BMD Creative Studio. Design drives us.
We strive to strike the balance between business strategies and design to
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3
4
develop brands and communicate unique stories.
Hashtags for the post
5
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6
#bmdcreative #bmdcreativestudio #design #visualcommunication #motiongraphics #motionlovers #animation #motiondesign #aftereffects #design #art #graphicdesign #adobe #mdcommunity #iconcreation #icon #visualidentity #designstudio
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Post 2 - M stands for Market & Strategy Gif converting alphabet M to market strategy icon
Post Caption Marketing is delicate and marketing is rough. We believe that brands need
great marketing strategies to prosper and sustain themselves in the long run.
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2
3
4
5
6 Hashtags for the post
7
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#bmdcreative #bmdcreativestudio #design #motiongraphics #motionlovers #animation #motiondesign #aftereffects #marketing #strategy #marketstrategy #marketingsolutions #graphicdesign #adobe #mdcommunity #iconcreation #icon #visualidentity #designstudio
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Post 3 - B stands for Business Innovation Gif converting alphabet B to Business Innovation icon
Post Caption We believe in design combined with the correct brand messaging that offers
a unique value proposition. For rendering those values, we strive to create detailed
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2
3
4
5
6
business strategies. Business and innovation being our backbone.
Hashtags for the post
7
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#bmdcreative #bmdcreativestudio #design #motiongraphics #motionlovers #animation #motiondesign #aftereffects #business #businessstrategy #strategy #innovation #technology #graphicdesign #adobe #mdcommunity #iconcreation #icon #visualidentity #designstudio
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Post 4 & 6- Visual posts depicting the beliefs of the brand
Post Caption “Coming together is a beginning. Keeping together is progress. Working together is success.” Hashtags for the post#bmdcreative #bmdcreativestudio #design #visualcommunication #business #marketing #strategy #innovation #technology #graphicdesign #adobe #designstudio #studio #ourvalues #values #beliefs #collaboration #collaborate #creativesolutions
Post Caption “Creativity is intelligence having fun” Hashtags for the post#bmdcreative #bmdcreativestudio #design #visualcommunication #business #marketing #strategy #innovation #technology #graphicdesign #adobe #designstudio #ourvalues #values #beliefs #creativity #creative #creativesolutions
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Post 5- Visual posts depicting all the brand logo elements converting to their respective service icons.
Post Caption We Develop Brands by creating Unique User Experiences for Meaningful Businesses. We Conceptualise, Strategise and Sustain. We thought it would be fun to create
our own visual identity as we step up as a creative studio. So we are minimal, geometric and fun! Furthermore, yes, we created our icons by deconstructing our logo.
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2
Hashtags for the post
3
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#bmdcreative #bmdcreativestudio #design #motiongraphics #motionlovers #animation #motiondesign #aftereffects #business #businessstrategy #strategy #innovation #technology #graphicdesign #adobe #mdcommunity #iconcreation #icon #visualidentity #designstudio #logodesign
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Post 7 & 9- Slider posts based on the education template of BMD depicting the beliefs and process of BMD through its icons
Post Caption We have a detailed back and forth process where we define our problem first. Next we ideate several possible ways of looking at it, followed by developing a solution that is best suited and finally deliver them on time.
Post Caption As a newcomer in the industry, we had to cut a mark and what better way than having a set of values that not only make us unique but also makes us survive in the long run. We believe that virtues are what makes us great and we strive to be simple, global and collaborative.
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Post 8 - Animation depicting the disintegration of BMD’s logo into shapes and then the development of pattern from those shapes.
/After 9th post we have the pattern in three posts as a page breaker.
Post Caption What makes BMD a cut above others is our unique thought process. While we were developing our branding, we thought
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2
3
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of adding some element of fun. And there you go, the logo deconstructing and forming this quirky pattern!
Find the entire sequence on pg - 101
Hashtags for the post #bmdcreative #bmdcreativestudio #design #motiongraphics #motionlovers #animation #motiondesign #aftereffects #business #businessstrategy #strategy #innovation #technology #graphicdesign #adobe #mdcommunity #designstudio #patterndesign #deconstruction #geometry #backtobasics #shapes #shapemorphing #morphing
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One can check out these posts in detail on the Instagram page of BMD Creative Studio https://www.instagram.com/ bmdcreative.studio/
Projects & Educational Content
Post our Brand Launch we decided to divide our content into three parts. 1. Our Projects 2. Educational Content -
Helpful content around our services. 3. Quotes/Book reviews Quotes from non-fictional books to inspire audience.
Fig 3.73 Mock-up for social media content including projects and educational posts
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/Projects & Educational Content - Grid (before 36 days of type)
https://www.instagram.com/ bmdcreative.studio/
Fig 3.74 Grid for social media content including projects and educational posts - 1
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/Projects & Educational Content - Grid (after 36 days of type)
https://www.instagram.com/ bmdcreative.studio/
Fig 3.75 Grid for social media content including projects and educational posts - 2
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One can check out these posts in detail on the Instagram page of BMD Creative Studio https://www.instagram.com/ bmdcreative.studio/
36 Days of Type
As a design studio, we tried our hands on 36 days of type, a famous social media, where creatives worldwide play
with typography for 36 days consistently. We took part in this to bank on the opportunity of more engagement.
Fig 3.76 Mock-up for 36 days of Type content
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/36 Days of Type - Grid - 1
https://www.instagram.com/ bmdcreative.studio/
Fig 3.77 Grid for 36 days of type - 1
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/36 Days of Type - Grid - 2
https://www.instagram.com/ bmdcreative.studio/
Fig 3.78 Grid for 36 days of type - 2
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/36 Days of Type - Grid - 3
https://www.instagram.com/ bmdcreative.studio/
Fig 3.79 Grid for 36 days of type - 3
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/36 Days of Type - A summary
The 36days of campaign helped us get consistent engagement and praise from our peers.
On a personal note, 36 days of type was a fun learning experience where I improved my visualisation and software skills. I animated alternate of these posts on after-effects (e.g. B, D, F and so on) It was a thrilling experience to explore typography and animations based on geometry while constricting ourselves by the color palette. Fig 3.80 Summary of 36 days of type
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/ Feel free to flip through as most of the things are covered in previous chapters.
10. Brand book A brand book must showcase the essence of the brand. BMD’s brand book was made creating in mind the keywords • • • • •
Modern Minimal Contrast A lot of breathing space Crisp
I have showcased a few of my favourite excerpts from BMD's Brand book in the following pages
You can find the whole brandbook at https://issuu.com/aglumaja/docs/bmd_ brandbook
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Fig 3.81 Brandbook - cover - mock-up
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/Cover Page using the pattern developed for BMD
/Neat content page creating all aspects of the brand book
/Repetitive Layout for depicting brand values, essence etc. What’s fascinating? Oh! the contrast, the alignment, the negative space.
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/Depicting all services in one page
/The page depicting the font weights of the primary typeface of the brand.
/The page depicting the typesetting for the usage of primary typeface of the brand.
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/The page describing the font weight and choice for secondary typeface for BMD
/The page depicting the typeface developed for the logo of BMD
/The page depicting the final letterhead, invoice & proposal template
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/The page describing how the logo is constructed in an interesting numerical sequence
/The page depicting the development of pattern from the logo
/The page depicting alternate icons made under the social media category for BMD
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Fig 3.82 Brandbook content - mock-up
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3.2 CHIKOLA
Project Brief: Creating a maximalist brand identity for Chikola based on illustrations Chikola is a nutrition drink startup that intends to use reforested cacao beans as a nutritious drink instead of a fat-slab of chocolate. It is a socially responsible business model that gives back to society and the ecosystem by planting more trees and providing nutrition while doing it.
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/Work done under the project 3.2.1
What is Chikola
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3.2.2
Research
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3.2.3
Illustrations
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3.2.4
Logo Design (branding?)
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3.2.5
Packaging
248
/Keywords Branding | Packaging | Illustrations
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/Slow and steady wins the race. So we went slow and explored creativity to its fullest.
* Process and timeline
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02
Checking older references/iterations + researching on San Bartolo caves and Meso-american culture
Hand-drawn exploration
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Creating our own version of tree of life
Extracting elements from tree of life to create our own version of illustrations
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06
Making elements like birds, monkey, snake, tiger, totem, ecosystem, borders and heart
Review + Changes
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08
Creating visual identity from these illustrated explorations
Branding and packaging (hypothetical)
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1. What is Chikola? /Chikola - A new Deal Between Plants and People Chikola is a startup that is in the financial pitching stage right now. It intends to create a nutritional drink based out on 'Reforestation Cacao'. The idea behind chikola is to use the nutritious part of the cacao plant, which often goes wasted after the extraction of cacao. It is a socially responsible business model that gives back to society and the ecosystem by planting more trees and providing nutrition while doing it. Meso-American archaeological sites like San-Bartolo caves and stone carvings of animals based on the Maya period inspire Chikola's branding.
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Project keywords •
Nutrition Drink
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Healthy Lifestyle
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Meso-American Culture
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Giving back to society
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Social Startup
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Reforestation Cacao
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Indigenous
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Mayan Dynasty
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Aztec Empire
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Maximalist
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Abstraction
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Historical context
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Save the planet
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Shade grown Archaeology
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Climate Change
•
Ethical
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/The name Chikola is not trademarked and chikola.com is available (£1700).
/Agroecological Adjective
denoting or relating to the application of ecological principles to agricultural systems and practices.
/What is Reforestation Cacao? Reforestation Cacao is grown on deforested land in agroecological farms under shade trees. These farms restore soil, host pollinators, native animals and birds, create forest corridors, regulate nutrients and ecological cycles; they are proxy forest (Cacao being a native tree). Fig 3.83 Smoking Monkey; Mayan Dynasty
/Idea behind Chikola
/The name Chikola
Delicious cacao functional drinks catching the public imagination as a new deal between people and plants
Linguists Dakin & Wichman (2000) argue the original word for chocolate drinks in Meso-American societies was ‘chikolatl’–water (atl) made frothy when beaten with a hooked stick (a chihkolli).
• People act on reforestation, soil, climate, biodiversity • Plants help us with obesity, wellbeing, farmer-fair economics.
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Other linguists have their pet ideas (e.g. the well-known xocolatl). However, we love the feminine & fun feel of Chikola, its authentic Nahuatl syllables, and it sounds like a healthy new spin on cola &/or chocolate.
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/Aggressively working to save the environment is the only way to save the world.
/Purpose of Chikola We create cacao drinks based on reforestation cacao as well as sourcing from shadegrown agroecology farms. In addition, we invest in new
shade-grown farms. Plant cacao & shade trees every time an individual buys a drink and turns broken land back into the forest.
Give back to the society & save the god d*mn world. 198
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/Reforested Cacao as our hope to save the environment.
The adoption of cacao, grown beneath a variety of shade trees, by small-scale farmers in the Amazon is a naturebased solution to the future of world quality cacao supply and restoring intensively deforested land with native trees.
such as fetching a higher price than conventional cacao. When intercropped with other valuable crops (e.g. cassava, bananas, mahogany, rubber, acai, cupuacu, andiroba, jatobá, etc.), cacao agroforestry systems provide alternative economic returns to farmers, thus The cacao tree diversifying their (Theobroma Cacao) livelihoods options. is native to the These systems also Amazon rainforests. provide significant When the cacao environmental tree is grown benefits as under a shade maintaining soil canopy, it provides fertility, increasing multiple benefits, the supply of
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organic matter in the soil, hosting pollinators, habitat for native birds and animals, creating ecological corridors between native forest fragments, regulating water flow and nutrient cycles. CACAO IN MAYAN TRADITIONS WAS (ALONG WITH MAIZE) THE FIRST GIFTS OF THE GODS TO HUMANITY REVERED FOR MEDICINAL, TRANSCENDENTAL QUALITIES AND ASSOCIATED WITH REBIRTH.
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/Why Cacao? Cacao is currently used to make unhealthy chocolate–a slab of sugar, fat and heavily processed cacao Cocoa is made (from cacao) using strong alkali; this reduces healthful flavenols & antioxidants up to 95%. Olmec, Mayans, and Aztecs who saw it as a powerful medicine could brew cacao as a drink instead. Cold brewing retains a lot more of the superfood health benefits of cacao and the love drugs of chocolate: Long-term health benefits: antioxidants, lose weight, avoid diabetes (and may even prevent memory defects) With immediate & sustained benefits to mood, anxiety, concentration, vitality, focus, sleep and even ‘bliss.’
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CACAO IS A WELL-KNOWN WELL-BEING TONIC 1. More antioxidants than blueberries. 2. Minerals, including magnesium, relax muscles, lead to feeling calm neurotransmitters. 3. Phenylethylamine makes one feel excited, like falling in love. 4. Anandamide “bliss molecule” is an effective antidepressant that reduces blood pressure, regulates blood sugar levels. 5. Theobromine” alertness” reduces mental fatigue, improves concentration, blood and airflow, is anti-inflammatory, lowers LDL (bad cholesterol) and helps with sleep.
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CACAO IS ALSO AN OBESITY MEDICINE 1. It turns off genes responsible for the synthesis of fatty acids. Hence, fats do not accumulate; prevents weight gain 2. Combats oxidative stress; cacao is an antioxidant and also inhibits production (because of obesity) of superoxides 3. Even in patients with obesity & type 2 diabetes, cacao extract reduces blood sugar levels. 4. Cacao reduces obesity-related hypertension. 5. Cacao also helps prevent cardio-vascular diseases by improving heart function and circulation.
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Three pillars of Chikola
1. Do Good 2. Feel Good 3. Tastes Good 203
Plant forestrestoring agroecological cacao farms
Superfood cacao; Antioxidants, mood, vitality & focus, lose weight and tackle obesity
Cold brewed cacao is delicious and carbonation makes it creamy & a soda/beer substitute
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/Adaptogens noun
Adaptogens are non-toxic plants that are marketed as helping the body resist
stressors of all kinds, whether physical, chemical or biological.
Product Categories under Chikola
Possible Products under Chikola
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Lose weight & Detox
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Cacao Functional Water
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Hormones, glands & gut
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Stress, reboot, calmify
Ready to drink - health drink
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Sleep, fatigue recharge
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Cold Brew Infusion kit
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focus, energy, concentration
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Cold Brew Cacao - ready to drink version
Target Audience
Competitors
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People who believe in clean eating, yoga, adaptogens, etc.
Category - Detox/ beauty/ wellness drinks
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People in the age group of 25 to 60
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Dirty Lemon
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Recess
Women who are into 'wellbeing.'
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Sakara
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The Turmeric Co.
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Vegans
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Vive Organic
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People who like to use environment-friendly products
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No. 1 Living
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Bumble Zest
People who are into selfdevelopment
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Moju
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No. 1 Botanicals
People who are into sustainability
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Akiva
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Fig 3.84 Possible Products Under Chikola
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/The Problem Statement
2. Research 1. For Chikola, we had to research several topics, to come up with a solid visual identity. Chikola required more research than usual branding projects because of its association with tribal art. In this section, one will find research on the following topics Relation between Cacao and Mayan Dynasty The commodification of culture with respect to tribal art The problem with the mainstream portrayal of tribal art Similarities between Maya Dynasty and Aztec Empire Difference between Maya/Aztec tribal art and Sub-Saharan African tribal art
/We can find the significance of various animals and items in terms of the Maya Dynasty before illustrations of each item/animal.
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/Cacao was considered food of the gods in the Mayan Dynasty. It was enjoyed by the royal elite as a drink. The common people used to use cacao beans as currency.
1. Relation between Cacao and Mayan Dynasty Cacao was an intrinsic part of ancient Mayan and Aztec life, not just as a beverage or food, but as a pillar of their economies and an integral part of their religions, appearing in numerous spiritual ceremonies—even death rites and sacrifices. The spiritual link between cacao and the Maya is immediately apparent in their texts - The Popol Vuh or Book of Counsel, for example, includes many references to cacao. In one story, the severed head of a god is hung on a cacao tree. Another page depicts the maize god sprouting from a cacao pod:
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Cacao even features in their creation mythology: at another point in the Popol Vuh, when the gods create humans out of foodstuffs, cacao is one of those foods found in the Mountain of Sustenance. In Mayan creation mythology, humans are partially composed of cacao! In the Madrid Codex, an additional ancient Mayan text, four young gods bleed onto cacao pods, mingling the cacao and their blood:
The direction of the Land of the Dead, associated with the color red, the color of blood. At the top of the tree is a macaw bird, the symbol of the hot lands from which cacao came; while to one side of the tree stand Mictlantecuhtli, the Lord of the Land of the Dead”. This is one of many examples showing how ancient Meso-Americans linked their understanding of divinity and spirituality The Codex Fejervarywith cacao. It is also yet Meyer depicts a cacao tree another instance in which as part of the universe: we see cacao as intrinsic to Aztec mythology and art “It is the Tree of the South, and connected to blood.
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/Commodification noun
The action or process of treating something as a mere commodity.
2. Commodification of culture respect to tribal art
with
Capitalism and commodification go hand in hand. In a world where capitalism is at its peak, it is almost impossible to neglect commodity culture. We live in a world where items are cherished more than human lives. In this relay race of consuming everything the world offers, we have sadly put a price on values, ethics, cultures and people. Tribal art is one of the many victims of commodity culture. Everyone loves tribal prints in terms of fashion and lifestyle, but the people to whom those prints belong to are treated with biasedness and neglect. People love the trend but ignore the cultural and historical value of tribal art.
3. The problem with mainstream portrayal of tribal art Due to the commodification of culture, we have unknowingly pushed various formats of indigenous arts into the vague category of 'Tribal Art'. However, this mainstream propagation of Tribal Art as a collective has led to loss of ethnic value associated with tribal art. As a result, it is difficult to distinguish different tribal arts.
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4. Similarity between Maya Dynasty and Aztec Empire
Fig 3.85 Similarities between Mayan Dynasty and Aztec Empire - Architecture and Stone Carving
Meso-America is a geographical area that covers most of what is now Mexico, Guatemala, Belize, and other parts of Central America. Even though the early Mesoamerican cultures from which the Maya and Aztec emerged were different, they often encountered one another because of trade, migration, and
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conquest. As a result, they share similar characteristics, like their religions and myths, share similar themes. For example, most Mesoamerican cultures were very interested in keeping track of time. So they developed complicated calendars, which they used to predict critical
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/Similarity between Maya Dynasty and Aztec Empire (cont.)
events, such as changing the seasons and eclipses of the sun or moon. They believed they needed to know when these events would happen to make offerings and sacrifices to the gods, the forces of good and evil, who controlled their lives. The great civilizations that emerged from the early Mesoamerican cultures shared many other characteristics as well. For example, their religious practices included human sacrifice, which they believed was necessary to provide the blood and human hearts that nourished the gods. In addition, they developed hieroglyphic writing, which was based on pictures. We know how they lived and thought through the hieroglyphics they carved in stone or wrote in books called codices, which were made of fig-
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bark paper or deerskin that was folded like screens. Both the Maya and the Aztec developed complex government systems, constructed great cities that included temples and monuments, used sophisticated agricultural methods, and held large markets to sell all kinds of food and goods. Their societies included different classes or groups of people. The people at the top, such as the nobility, had the most significant wealth, while most ordinary people, such as peasants and labourers, were destitute. Mesoamerican societies also included warriors, priests, skilled artisans (such as carpenters), merchants, architects, astronomers, and artists. There were also professional dancers, singers, and musicians who often took part in the many religious celebrations.
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5. Difference between Maya/ Aztec Tribal Art and Sub-Saharan African Tribal Art Aztec Tribal Art
Sub-Saharan African Tribal Art
• Refers to the Mexico region in the current times.
• Refers to Sub-Saharan Region in current times.
• Very maximalist in its approach, highly detailed with respect to the cave paintings and codex
• Comparatively less detailed
• Abstraction of living things into geometric forms (codex) with thick outlines.
• Depiction of living things as shadows with fine strokes (with respect to the cave paintings)
• Earthy palette with tones of red
• Vibrant palette with the usage of yellow and blue
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/For Chikola, we started exploring with maximalist illustrations based on Maya Dynasty Art. We intended to develop an ecosystem from our illustrations
that can be used for our visual identity to brand and packaging. Therefore, we opted for a hand-drawn illustration approach to developing our illustrations.
3. Illustrations *Visual References for Illustrations
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Fig 3.86 Visual References for the development of illustrations - Chikola
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*Hand-drawn explorations
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Fig 3.87 Hand Rendered explorations for Chikola
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*Our Approach for Illustrations
Outlines Swirls Red Black & White Hand-drawn approach Abstraction Personalities Strips, triangles & Circles 216
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1.1 Tree of Life In Mythology In the book of Henoch, chapters 24 and 25, which is part of the Old Testament Apocrypha, it is related that there exist seven mounds built with precious stones at the south of the world, and on the central mound stands the tree of life. The archangel Michael told Henoch that the Lord of Lords would have his throne upon one of the mounds when he descends to us. The tree will give eternal life to the elected few by its fruit, which might be compared in shape to a bunch of dates. The tree will be transplanted to the north; beside the temple of the Lord in order that it may stand on the holy place. As a symbol, the Tree of Life goes all the way
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back to ancient times. The oldest known example was found in the Domuztepe excavations in Turkey, dating back to about 7000 BC. It is believed that the symbol spread from there in various ways. The tree of life is one such concept, which seems to transcend the boundaries of culture. The tree is seen as a sacred symbol, meaning both religious and spiritual philosophies. While the tree bears different fruits according to different cultures, they all seem to agree upon the fact that it is the source of all life. The roots of the Tree of Life dig deep and spread into the earth, accepting nourishment from Mother Earth, and its branches reach up into
the sky, accepting energy from the sun and moon. The tree, much like any natural phenomenon, offers various facets of philosophical and spiritual enquiry and has been consequently used as a symbol for strength, growth, individuality, family, and knowledge. No matter what it represents or stands for in a culture, there is no arguing that the tree of life is at the root of all civilization. Be it as the tree of Ea (Babylonian Civilization) which bears the fruit of eternal life or as the Tuba (Islam) standing tall in the seventh heaven on the right hand of the throne of God marking the bounds of paradise. The tree of life plays a vital role in our understanding of this life.
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Significance of Tree of Life with reference to Maya Dynasty The Maya world is composed of three levels - a nine-layered underworld (Xibalba), a middle world inhabited by humans, and a heavenly
upper realm, supported by four Atlantean gods, the Bacabs. Connecting these three levels was the Axis Mundi, a great and sacred Ceiba Tree, along
which both the souls of the dead and the gods could travel. They used this “road” to make their journeys between the levels of the universe.
Visual Refrences
Fig 3.88 Visual References from the Mayan Dynasty for the Tree of Life
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Various Explorations for the Tree of Life
Fig 3.89 Explorations for Tree of Life
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Chikola's Tree of Life - Final Version
Fig 3.90 Final Version of Tree of Life
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2.1 Birds Significance of Birds in the Mayan Dynasty and its association with Cacao Plantation Birds were essential in the Maya of the Yucatan Peninsula, from prehistory down to the present. We see several birds in The Maya Book of the Dead. Several texts describe relationships between birds and the supernatural, medicine, and prognostication. They are noted as the cause and cure of psychological ailments. Among land birds, the most prominent on Classic pots is a strange composite bird that seems to be a mix of parrot, Resplendent Quetzal (Pharomachrusmocinno), and possibly Curassow (Crax rubra). This bird is sometimes the imaginary and terrifying muwaan bird (‘‘moan’’ in earlier literature), a bird that threatened
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humans in mythic time. ‘Today, field studies show that birds are still associated with omens, luck, and beauty and are kept as pets and otherwise loved. Their use in medicine is limited today, but magical uses of a few in love magic are still widely known.’ Bird lore is helpful in understanding Maya culture, including the ancient Maya civilization; it also allows us to appreciate the ancient origins of much modern culture. In modern times, as various birds are nearing extinction, Cacao plantations can provide additional habitat for some bird populations that continue to lose forest habitat.
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Visual Research
Fig 3.91 Visual References from the Mayan Dynasty for Birds
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Birds - initial exploration
Fig 3.92 Explorations for Birds
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Birds of Chikola - Final versions
Fig 3.93 Final Versions of Birds
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2.2 Monkey Significance of Monkey in the Mayan Dynasty and their Association with Cacao Plantation Among the Classic Mayas, the howler monkey god was a primary deity of the arts—including music— and a patron of the artisans, especially the scribes and sculptors. There are often two of them- the monkey patrons—who have been depicted on classic vases writing books (while stereotypically holding an ink nap) and carving human heads. Together, these two activities may have made up a metaphor for the creation of humankind, with the book containing the birth signs and the head the life principle or 'soul', an interpretation
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reinforced by the artisan titles of the creator gods in the Popol Voh. As for writing and carving gods, they reshape space (a human or divine head) and time (a mantic book). Together, carving and writing serve as an emblem for the creation of man — man being constituted by the twin aspects of space (the body) and time (the day of birth) - and conceivably, for the reincorporation of man's soul. This dual emblem conveys the essence of the art of divination or 'artifice of the days'. In their written calculations, the priestdiviners could substitute
the Howler Monkey God for various time-units, above all for the day-unit itself. Apart from the mythological reference, it is often proclaimed that "no monkey no cocoa" because the fruit pods do not naturally fall from the trees when the cocoa beans are ripe. When monkeys pluck the fruit pods off the trees, breaking them open to get at the sweet gooey pulp inside, they spit out the seeds, scattering them over the ground so providing the cocoa trees with an efficient seed disposal method.
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Visual Research
Fig 3.94 Visual References from the Mayan Dynasty for Monkeys
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Monkeys - Initial Exploration
Monkeys of Chikola - Final Versions
Fig 3.95 Final Versions of Monkeys
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2.3 Jaguar Significance of Jaguar in the Mayan Dynasty and their importance in the eosystem. The Mayans, Aztecs, and Inca all worshipped the jaguar in some form. In the pantheon, the jaguar god was second only to the snake god in religious importance. At the Temple of the Jaguar at Chichen Itza, the king had to walk beneath a frieze of a procession of jaguars during his coronation ceremony.
power, ferocity, and valour; he is the embodiment of aggressiveness. For some, the jaguar represents the power to face one’s fears or confront one’s enemies. However, they are also associated with vision, which means both their ability to see during the night and look into the human heart’s dark parts.
In Mayan mythology, the jaguar was seen as the Underworld ruler and a symbol of the night sun and darkness. Along with the Aztecs and Mayans, the Inca also built temples to the jaguar.
The jaguar often warns of disaster, and he does not offer any reassurance. Along with physical vision, jaguars are also associated with prescience and the foreknowledge of things to come. Cats have binocular vision, meaning
The jaguar represents
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each eye can work by itself, which provides them with better depth perception, which is evidence of their connection with vision and foresight. Since ancient times, Jaguars are known as top predator, meaning their role in an ecosystem is to regulate their prey's population and prey’s prey. If the jaguar does not control the population of herbivores below them on the food chain, the herbivores would consume too many plants and upset the balance of the surrounding ecosystem.
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Visual Research
Fig 3.96 Visual References from the Mayan Dynasty for Jaguar
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Tigers - Initial Exploration
Fig 3.97 - Explorations for Jaguar
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Tigers of Chikola - Final Versions
Fig 3.98 Final Versions of Jaguar
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2.4 Snakes Significance of Snakes in the Mayan Dynasty
Kukulkan, also spelt K’uk’ulkan, is the name of a Meso-American serpent deity. He is considered the strongest amongst the Mayan Gods. The Maya viewed the serpent as a powerful transformative force that has the potential for human enlightenment. Its symbol is found everywhere in Mayaland. The serpent is the change agent who slithers down the pyramid steps on vernal and autumnal equinoxes at Chichen Itza. The feathered serpent, feathers representing heaven and serpent
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representing earth, is God, supreme consciousness, called Quetzalcoatl (Toltec), Kulkukan and Hunabku (Yucatecan) and Q’uq’m’atz (Kiché). This is akin to kundalini shakti in the yoga tradition. The snakes represent the terrestrial world and humankind knowledge. In fact, they are considered the personification of the sun—a transcendent animal in all the MesoAmerican cultures, like Mayans, Toltecs, and Aztecs. One of the essential beliefs in these religions is the worship to Quetzalcoatl or
Kukulcan, the feathered serpent that descended to earth. The shedding of their skin made them a symbol of rebirth and renewal. It is said that in times of pleasures forbidden to humans and when chocolate had not yet been named, Quetzalcoatl flouted the rules of the heavens. “The Feathered Serpent” was a god very close and benevolent to the earthlings and, therefore, he carried the cocoa seeds - the food of the gods to the settlement of the Toltecs.
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Visual Research
Fig 3.99 Visual References from the Mayan Dynasty for Snakes
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Snakes of Chikola - Final Version
Fig 3.100 Final Versions of Snakes
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2.5 The Chikola Ecosystem - Mistakes by the Mayan people w.r.t an ecosystem and it's significance The scholars consider Mayans as agriculturally advanced people who showed developments in agriculture and the building of villages before 2000 B.C. The wetlands were favourable crop locations during the prolonged droughts for the Mayans. They ravelled by canoe to nearby wetlands to extend their reach and feed their growing population. They dug canals to manage and utilize their water supply carefully. These extensive alterations of the ecosystem caused plenty of emissions to enter the atmosphere. Every time the Mayas burned their crops, they
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Fig 3.101 Ecosystem depicted in the Maya: Book of the Dead
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would emit an abundance of CO2, and the highest production of methane in the premodern world comes from their massive expanse of wetland field complexes. This new information put the Anthropocene when humans began affecting Earth, much farther back than previously thought, shedding light on early human effects on tropical ecosystems. Mayans were god-fearing people and placed their gods on top of their social hierarchy. Even when they harmed the environment because of their agricultural
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practices, they respected the animals and treated them as essential to their social construct. As we believe in the ideologies of Mayan people associated with Cacao, we also intend to believe in their associations with animals. We want to represent Chikola through an ecosystem considering Cacao leaves, animals associated with it and Cacao seeds. This would help us encircle our idea of giving back to society in various formats. It also represents our willingness to uphold the current ecosystem with our business model.
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Ecosystem - variation no. 1
Fig 3.102 Final Ecosystem Version 1
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Ecosystem - variation no. 2
Fig 3.103 Final Ecosystem Version 2
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2.6 Masks & Totems Significance of Masks in the Mayan Dynasty Mayan masks were representations of Mayan gods and part of a very sacred funeral ritual in the Mayan Classic Period from 250 to 900 AD. They placed these over the face of a vital ruler when he died. The funeral masks protected them while descending into the underworld “Xibalba” to defeat the gods of
death and ascend as the Mayan “God of the Corn”. However, not all the jade masks were for sacred funeral rituals. Mayans made more miniature masks that were part of the ceremonial belts and pectorals of the Mayan king. During the Classic Period, the Mayans performed the cranial
deformation on the children of the governing class. This deformation resembled a corncob, and it also produced the squint eyes, a Mayan symbol of beauty and divinity. This deformation and the squint eyes are also represented on the masks.
Visual Research
Fig 3.104 Visual References from the Mayan Dynasty for Masks
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Final Illustrations for Heart-shaped Totems
Fig 3.105 Final Versions of Totems
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Final Illustrations for Masks
Fig 3.106 Final Versions of Mask -1
Fig 3.107 Final Versions of Mask -2
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Fig 3.108 Final Versions of Mask -3
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Final Illustrations for Borders
Fig 3.109 Final Versions of Borders
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4. Logo Design Visual Research
Fig 3.110 Visual Research for Logo Development of Chikola
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Logo Approach No. 1 Keywords- Maximalist, Vintage
Fig 3.111 Maximalist Logo Explorations for Chikola
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Fig 3.112 Maximalist Logo explorations for Chikola - 2
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Logo Approach No. 2 Keywords- Typographic, Minimal, Modern
Fig 3.113 - Type based logo explorations for Chikola
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Final Logo We initially started with a very maximalist and vintage approach for our logos, but it did not fit well in the contemporary context. So we tone it down and explore typebased logos. We explored various tribal typefaces before we could settle with this combination. Insignia is a geometric sansserif typeface. The existing 'k' with an extended crossbar and 'l' with a curved spur gives it an interesting and minimised tribal feel. We have paired our logo with Proxima nova, a go-to sansserif font for big corporates because of its versatility and availability. We figured that to be maximalist; we do not need to maximise our logo; instead, we can use our existing illustrations on our packaging to give a detailed yet modern look. Fig 3.114 Final Variations for Chikola Logo
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/Our color palette is directly inspired from the color palette of San Bartolo Caves. We intend to use a mix of black white and red as our palette.
Color Palette
Green stands for strength and seriousness Hex: 000000 R: 0 G: 0 B: 0 C: 100 M: 100 Y: 100 K: 100 Pantone:
Pantone Black 6 C
White stands for purity - depicting our purpose Hex: f1f1f2 R: 241 G: 241 B: 243 C: 4 M: 3 Y: 2 K: 0 Pantone: Pantone 663 C
Green stands for love and joy and is associated with Mayan dynasty Hex: bd202f R: 189 G: 32 B: 47 C: 18 M: 100 Y: 90 K: 8 Pantone: Pantone 186 C
Primary Typeface
Secondary Typeface
Insignia LT Std
Montserrat Light
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,. /;’<>?:”|\+_*&^%$#@!~=)
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5. Packaging As the project is still being pitched and explored, we tried to do a hypothetical packaging to understand the look and feel of Chikola's final products.
Visual Research Packaging of our competitors
Fig 3.115 Visual Research for Packaging - 1
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Fig 3.116 Visual Research for Packaging - 2
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Packaging based on black and white illustrations
Fig 3.117 Visual Research for Packaging - 3
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Packaging made for Chikola We have developed the packaging of Chikola based on Chikola's firm belief of being able to save the environment and maintaining the balance of the ecosystem by giving back to the environment. Elements for branding of Chikola include a combination of the ecosystem and logotype for Chikola as stated below.
Version 1. In this version, I wrote the logotype below the ecosystem, showcasing the entire ecosystem. It is the literal portrayal of the thought 'Chikola holding up the ecosystem.'
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Version 2. In this version, the logotype runs across the ecosystem as if its a part of the ecosystem.
This is a more vintage and maximalist approach.
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Packaging for Infused Water
Fig 3.118 Packaging for Infused Water - Chikola
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Packaging for Cold Brew Cacao Instant Drink
Fig 3.119 Packaging for Instant Cold Brew Cacao - Chikola
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Packaging for Health Drink
Fig 3.120 Packaging for Health Drink - Chikola
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Everyone likes artistic and interesting packaging. Chikola's approach has been artistic from the beginning. We have developed animals that can depict emotions and are highly dramatic. We think it would be interesting to have each of these animals at the back of our cold-brew sachets for our infuser. The front would have the logo as shown on the right.
Fig 3.121 Packaging for cold brew cacao sachet - front
Have fun with Chikola's animals
Fig 3.122 Packaging for cold brew cacao sachet - back - 1
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Fig 3.123 Packaging for cold brew cacao sachet - back 2
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04 MINOR PROJECTS
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Inker Robotics
Hutch
Ponte De Revisao
Podre De Pamaio
Researcher’s Life
Bella Memoir
Sanofi
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4.2
4.3
4.4
4.5
4.6
4.7
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/Typeface used - Poppins It is a geometric sans-serif typeface by Indian Type Foundry that also supports
devnagri & Latin scripts. The Devanagari is designed by Ninad Kale and the Latin glyphs are by Jonny Pinhorn.
4.1 INKER ROBOTICS
Project Brief: Creating a corporate pitch deck that visually aligns with the logo's colour; looks clean and modern. The pitch deck should have consistent icons and design language throughout the presentation.
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You can check the entire pitch deck at https://docs.google.com/
presentation/d/1svg-GOgF3GjK0nfp_ c7uD4mR1sUISaD8KZljP_w0X_Q/ edit?usp=sharing
Corporate Pitch Deck Icons made for the presentation deck We made consistent icons for the pitch deck for Inker Robotics based on their requirement and color scheme.
Education
Curriculum
Industry Solutions
Healthcare
Equipments
Trainers
Agriculture
Know
Analysis using AI
Products
LMS
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Hyper-spectral/ Multi-spectral Analysis
Build
Academic Solutions
Survey and spray using drone army
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Fig 4.1 Mock-up for corporate pitch deck Inker Robotics
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/Typeface used - Arial Arial is a non-grotesque sanserif typeface designed by Robin
Nicholas & Patricia Saunders in 1982. It belongs to Monotype Imaging type foundry.
4.2 HUTCH
Project Brief: To create data visualisation (graphs) for existing data based on the brand's new visual identity to look aesthetic and modern for newer corporate pitch decks.
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Corporate Pitch Deck & Data Visualisation For this project, we had to rebrand Hutch - a mobile game developing company. For this project, I worked under Ms Anterleena and helped her in data visualisation for Hutch's corporate pitch deck.
The Problem? For data visualisation, a lot of data was missing, so a lot of reverse engineering had to be done in order to make correct graphs
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The graphs which were creatively created in illustrator had to be recreated on google slides for ease of access.
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Data Visualisation Comparing market share of same category competitors for fiscal year 2020. The bars marked in red represents games from Hutch while others are competitors.
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A more modern approach for representation of comparative data among competitors based on a single category.
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Data Visualisation Graph representing market share between various games under Hutch from Oct’19 to Aug’20. This graph helps in analysing the growth of various games of Hutch with respect to each other.
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Pie chart representing employees’ opinions about diversity and inclusion in the company.
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Graph representing the forecast for revenue of games under Hutch after analysis of revenue since the start of the company in 2016.
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Graph representing the forecast for revenue of games under Hutch. Unlike graph on previous page, this graph clearly depicts realtime revenue along with the forecast for 2020.
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Fig 4.2 Mock-up for corporate pitch deck - Hutch
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/Typeface used - Raleway Raleway is an elegant sans-serif typeface family. Initially designed by Matt McInerney as a single thin weight, it was expanded into a 9
weight family by Pablo Impallari and Rodrigo Fuenzalida in 2012 and iKerned by Igino Marini. A thorough review and italic was added in 2016.
4.3 PONTE DE REVISAO
Project Brief: Create a minimal and modern logo for a brand that checks academic papers using colors red and black. The logo is to be inspired by a check-box. Once the logo is finalized, make corporate collaterals based on the logo.
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/You can review the detailed explorations of logo and collaterals at https://www.behance.net/ gallery/119329973/PontoDe-Revisao-Branding
Logo Design Explorations
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Logo Final
The logo for Ponto De Revisao revolves around the idea of ‘ticking a checkbox’, as it is a company that does academic revisions for scholars. KeywordsContrast, Minimal, Modern, Revision
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/You can review the detailed project at https://www.behance.net/ gallery/119329973/Ponto-De-RevisaoBranding
Corporate Collaterals For Ponto De Revisao, we created corporate collaterals like business card, letterhead and envelope. The final version of which has been shown below.
Fig 4.3 - Mock-up for corporate collaterals - Ponto De Revisao
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Fig 4.4 - Mock-up for brand book - Ponto De Revisao
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/Typeface used - Franklin Gothic and Bodoni MT
Founders and credited to its head designer Morris Fuller Benton.
Franklin Gothic and its related faces are a large family of sansserif typefaces in the industrial or grotesque style developed in the early years of the 20th century by the type foundry American Type
Bodoni MT is a classic version of the modern style serif first produced by Monotype. It was first designed by Giambattisa Bodoni in 1798 and is generally considered a “transitional” font type.
4.4 PODRE DE PAMAIO Project Brief: To create a corporate pitch deck using the content and color palette given by the brand. The pitch deck should have consistent icons and design language throughout the presentation.
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Corporate Pitch Deck Icons made for the presentation deck We made consistent icons for the pitch deck for Podre De Pomaio based on their requirement and color scheme.
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Energy
Events
Green Building
Improvable Business
Rules and Laws
Micro Climate 1
Organic
Water
Micro Climate 2
Privacy
Pond
Truffle
Systems
Zero Impact
Wine
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You can review the pitch deck at https://1drv.ms/p/ s!AsOm5fPqNHYOge15HCWwRM_ mjv6tdg?e=JcNFb5
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Fig 4.5 - Mock-up for corporate pitch deck Podre De Pomaio
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/Typeface used - Alternate Gothic No2 D It is a typeface from American Typefouders Collection. The American Type Founders
Collection builds on the ATF legacy of originality, creativity, and innovation, introducing new digital interpretations of classic ATF typefaces.
4.5 RESEARCHER’S LIFE Project Brief: Re-branding for Cactus Global (now Researcher’s Life) To explore the logo for Researcher’s life and its sub-brands from a fresh perspective. Requirement - The logo should be modern, consistent (across all sub-brands) and involve an element of ‘highlight.’
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RE-BRANDING FOR CACTUS GLOBAL (NOW RESEARCHER’S LIFE) AND ITS SUB-BRANDS Re-branding Cactus Global is re-branding itself as Researcher Life. They provide tools and services with the researcher at the centre of their business model. They want
to create a visual identity where all their tools can be easily recognized as a part of them instead of looking like individual brands.
Fig 4.6 Cactus and its sub-brands
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Logo Evolution (after initial brief) These are variations of logos developed by designers at KREO Bangalore before we were asked to work on them.
Task at Hand •
•
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The 'Highlight' concept to reflect visibly in the branding, i.e. literal representation of 'highlighting.' The 'Researcher.Life' branding to use blue color family to appear
•
similar to Editage To create a logo for 'Researcher. Life' and 'R' pairing it with Upskill, Discovery and other sub-brands
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APPROACH FOR LOGO DEVELOPMENT CONCEPT - 1 Researcher in the limelight - HIGHLIGHT LOGO REVAMP Exploration of the concept with a fresh perspective and relooking the design aspect with attention to
TYPOGRAPHY
COLORS
STACKING
KEYWORDS FOR THE BRAND • • • • • • •
Empower researcher Focus on researcher Accelerate innovation Approachable Dependable Credible Global outlook
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• • • • • • •
Futuristic & modern Disruptive Caring & empathetic Innovative Community Personalised Impactful
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Inspiration Board Element of ‘highlight in modern graphic design. Different ways of highlighting typography – overall color
patch behind type, color overlay patch, colored type, angled patch halfway through type.
Fig 4.7 Inspiration Board for Logo Development
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Type Exploration Exploration of various modern typefaces, that have unique architecture and reflect the essence of the brand to its core have been experimented with. SET : 1 (Uppercase, thin, tall, modern looking typefaces)
SET : 2 (Uppercase, bold, broad, modern looking typefaces)
RESEARCHER.LIFE
RESEARCHER.LIFE
Bebas Neue Regular
Coolvetica Regular
RESEARCHER.LIFE
RESEARCHER.LIFE
Alternate Gothic No2 D
Geomanist Bold
RESEARCHER.LIFE
RESEARCHER.LIFE
Bison Bold
Montserrat Bold
SET : 3 (Lowercase, bold, modern looking typefaces)
researcher.life
researcher.life
researcher.life
researcher.life
DIN Medium
Roboto Black
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Geomanist Bold
Montserrat Bold
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Final Typeface Chosen for the brand
Aa
Alternate Gothic No2 D AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
Brand Color Highlighter Cyan HEX: #6CE6FF RGB: 108, 230, 255 CMYK: 44, 0, 4, 0 Pantone: 304 C
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Logo Exploration
Final variations of Logo to be pitched
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Stacking Exploration 1.1
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Stacking Exploration 2.1
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/Typeface used - Antique Antique is a classic and slightly curved serif typeface. It has a little
bit of personality and can be used for headers and body copy in heavier weights. It is designed by Cass Cappello
4.6 BELLA MEMOIRE
Project Brief: Re-branding for Bella Memoire - Create a visual identity for the luxury jewellery brand Bella Memoire taking inspiration from highend fashion and jewellery brands. Keywords - Luxurious, modern, classy
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About the Brand HOME TO THE MOST EXQUISITE JEWELS IN THE WORLD Our story unfolds over a decade of a friendship between three women driven by the passion and pursuit of exquisite craftsmanship, a fixation with detail and a devotion to beauty. Three successful women entrepreneurs across three nations –the magical Arabic nation of UAE, the alluring grandeur of UK and the mystical royal nation of India, came together to bring the worldrenowned influences of Italy, Rome, Europe, Middle East and India into fascinating jewellery entwined with the emotional power of Diamonds and gemstones giving shape to a global hallmark of innovation, creativity and craftsmanship.
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Visual Research based, floral motifs, crown motifs, unique symbols etc).
Fig 4.8 Visual Research - Luxury Mnemonics
1. Luxury Brand Logos with unique pictogram mnemonics (typography
used to depict a classic, timeless and high end feel. Fig 4.9 Visual Research - Type Based Logos
2. Luxury brand logos with strong typography base. Mostly serif fonts
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Inspiration Board
Fig 4.10 - Visual Research for Logo Development
Type Explorations
Stylised Serif (lowercase)
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Stylised Serif (uppercase)
Modern San Serif (uppercase)
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Brand Colors Turquoise Amethyst Duo Dark purples, maroons, rusty pinks and reds form this colour story—dusty blues and teals to lighter shades of sand and peach. The various shades of turquoise
resonate with competence, quality, sophistication and modernity. A mix of dark and light hues depicts luxury, royalty, trustworthiness & dependability.
Fig 4.11 Color Board for Bella Memoire
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/The Gem Within
Logo Design Route 1 The logo has been designed keeping in mind the feminine nature of the brand, and the logo’s curves depict the same. A small diamond shape has been used at the centre of ‘O’ reflecting the brand’s
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product range, and the same shape has been used to construct the other letters. The mnemonic has been developed using the ‘B’ and creating a unique identity for the brand.
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Pattern Development for Route 1
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Mock-ups for Route 1
Fig 4.12 Route - The Gem Within Mockups
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/Walk with Grace
Logo Design Route 2 The concept behind this logo was to showcase elegance and luxury through shapes and forms that are eloquent and exude feminity
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and charm. The type used is high fashion and complimenting the mnemonic, a seamless amalgam of ‘B’ and M’.
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Pattern Development for Route 2
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Mock-ups for Route 2
Fig 4.13 Route - Walk With Grace Mockups
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/Bold and beautiful
Logo Design Route 3 Like several modern luxury brands, designing the logo involves using a thin, Sans-serif type with optimum kerning and an abstract mnemonic.
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The symbol has been developed using ‘B’ and ‘M’ and set at the logo’s centre to create a sense of luxury and modernity.
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Pattern Development for Route 3
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/Project was in progress so this is the end of work from my side.
Mock-ups for Route 1
Fig 4.14 Route - Bold and Beautiful Mockups
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/Typeface used - ITC Avant Garde Gothic Std ITC Avant Garde Gothic is a geometric sans serif font family based on the logo font used in the Avant Garde magazine.
It is designed by Herb Lubalin, Tom Carnase. It belongs to the foundry ‘International Typeface Coorporation’
4.7 SANOFI
Project Brief: To create a corporate newsletter booklet for Sanofi for Jan’21. There were no restrictions, and we could explore however we wanted; the publication should look crisp and corporate at the end.
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Sanofi Newsletter Making a newsletter booklet for Sanofi January’21 They gave us content, images and Sanofi’s Color Palette for the brand’s newsletter. We had to create a booklet whose visual language can be followed in other print mediums in future as the brand did not have a typographic hierarchy. We developed the booklet with the usage of ‘ITC Avant Garde Gothic Std’ and a sleek line as our major design elements.
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/Brand’s color palette
Aa
ITC Avant Garde Gothic Std Demi AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)
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Fig 4.15 Excerpts from the Sanofi Jan'21 Newsletter
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My Experience
List of Figures
References
5.1
5.2
5.3
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5 CONCLUSION
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My Experience "I believe in people-skills supremacy now." As a design student, I have always been focused towards development of software skills rather than softskills or 'people skills' and it kind of makes sense when you want to be the best out there. But, I would like to admit, that even if decent software skills come in handy, its people skills that lead the way. I might sound like a fangirl, but my mentor Ms. Anterleena is the greatest example of having 'people skills'.
you value people, the burden of deadlines and work pressure seem to melt away. I have had a lovely experience while working under BMD Creative Studio. For the first time in a long time, I felt appreciated, validated and a sense of passion towards my work. I got to explore a lot in areas like typography and motion graphics. I had a lot of creative freedom even in the most restrictive and commercial projects.
I will always cherish my graduation project I have learnt that experience with BMD clients can get rude Creative Studios, and deadlines can get especially due to the rough but if you have leadership qualities and supportive and polite
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work culture. But, as all good things must come to an end, I now bid farewell to my college life at NIFT as a better, calmer and more skilled designer. Word of Advice? - Always stay on the lookout, good opportunities might just stumble on your feet. - Have a work-life balance, even the most passionate job may seem upsetting when concluded by a burnout. (P.S - Don't worry, I am still learning too) - Develop 'people skills' -Always be kind
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Fig 2.1 Minimal Laptop & Notes Fig 2.2 Minimal Laptop Fig 2.3 Minimal Notes Fig 2.4 Ms Anterleena Maiti, Design Strategist, BMD Creative Studio.
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Fig 3.1 UX Audit - Landing Page - BMD Fig 3.2 UX Audit - Services Page - BMD Fig 3.3 UX Audit - Global Footer - BMD Fig 3.4 UX Audit - About Us - BMD Fig 3.5 UX Audit - Landing Page footer BMD Fig 3.6 Alternative UI for Landing Page - 1 Fig 3.7 Alternative UI for Landing Page - 2 Fig 3.8 Business Card based on initial identity- BMD Fig 3.9 Letterhead based on initial identity- BMD Fig 3.10 Visualisation of Process for BMD Fig 3.11 Visual Research for Logo Development - BMD Fig 3.12 Typeface for BMD Fig 3.13 Logo Proportions Fig 3.14 Logo Spacing Fig 3.15 Logo Grid Fig 3.16 Logo Construction Fig 3.17 Mock-up for Corporate Collaterals - BMD Fig 3.18 Business Card Exploration - 1 Fig 3.19 Business Card Exploration - 2 Fig 3.20 Business Card Exploration - 3 Fig 3.21 Business Card Exploration - 4 Fig 3.22 Business Card Exploration - 5 Fig 3.23 Business Card Exploration - 6 Fig 3.24 Business Card Exploration - 7 Fig 3.25 Business Card Exploration - 8 Fig 3.26 Final Business Card - BMD Fig 3.27 Final Business Card Mock-up
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Fig 3.28 Final Letterhead - BMD Fig 3.29 Final Letterhead - Mock-up Fig 3.30 Excerpts from Corporate Pitch Deck - BMD - 1 Fig 3.31 Excerpts from Corporate Pitch Deck - BMD - 2 Fig 3.32 Corporate Pitch Deck Perspective Mock-up Fig 3.33 Icons- Mock-up Fig 3.34 Visual Research for icon development Fig 3.35 Icon Mock-up - A4 Fig 3.36 Pattern for BMD - Horizontal Fig 3.37 Visual Research for Pattern Development Fig 3.38 Compilation of logos for Local Competitors of BMD Fig 3.39 Compilation of logos for Global Competitors of BMD Fig 3.40 User Persona - Potential Client Entrepreneur Fig 3.41 User Persona - Potential Client Business Owner Fig 3.42 User Persona - Potential Collaborator - Web Developer Fig 3.43 User Persona - Student Fig 3.44 Low Fidelity Wireframes - BMD Fig 3.45 - Initial Trials for Landing Page Fig 3.46 - Mock-up - Landing Page Fig 3.47 - Final UI for Web Fig 3.48 - Mock-up - About Us Fig 3.49 - Mock-up - Services Page Fig 3.50 - Final screens for project page and a particular project Fig 3.51 - Final screens for mobile version of the website Fig 3.52 - Mock-up of the Mobile Version of the Website
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Fig 3.53 X | F Skincare - logo Fig 3.54X | F Skincare - product mock-up Fig 3.55 Packaging Process - X | F Skincare Fig 3.56 Mock-ups for packaging of cosmetics Fig 3.57 Mock-ups for packaging of carry bags Fig 3.58 - Founder's Nest Mnemonic Fig 3.59 - Founder's Nest Logo Fig 3.60 - Founder's Nest Mock-ups Fig 3.61 - Man Working on SEO Fig 3.62 Visual Research Grid for Relatable Content Fig 3.63 Visual Research Grid for Educational Content Fig 3.64 Educational Content e.g. for LinkedIn Fig 3.65 Project Based Content e.g. for LinkedIn Fig 3.66 Heat maps for Instagram Fig 3.67 Heat maps for Facebook Fig 3.68 Heat maps for LinkedIn Fig 3.69 - Mock-up for social media template - BMD Fig 3.70 Mock-up for Launch Grid - BMD Fig 3.71 Mock-up for Launch Stories - BMD Fig 3.72 Launch Grid -for Instagram - BMD Fig 3.73 Mock-up for social media content including projects and educational posts Fig 3.74 Grid for social media content including projects and educational posts -1 Fig 3.75 Grid for social media content including projects and educational posts -2 Fig 3.76 Mock-up for 36 days of Type content
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Fig 3.77 Grid for 36 days of type - 1 Fig 3.78 Grid for 36 days of type - 2 Fig 3.79 Grid for 36 days of type - 3 Fig 3.80 Summary of 36 days of type Fig 3.81 Brandbook - cover - mock-up Fig 3.82 Brandbook - content - mockup
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Fig 3.83 Smoking Monkey; Mayan Dynasty Fig 3.84 Possible Products Under Chikola Fig 3.85 Similarities between Mayan Dynasty and Aztec Empire Architecture and Stone Carving Fig 3.86 Visual References for the development of illustrations - Chikola Fig 3.87 Hand Rendered explorations for Chikola Fig 3.88 Visual References from the Mayan Dynasty for the Tree of Life Fig 3.89 Explorations for Tree of Life Fig 3.90 Final Version of Tree of Life Fig 3.91 Visual References from the Mayan Dynasty for Birds Fig 3.92 Explorations for Birds Fig 3.93 Final Versions of Birds Fig 3.94 Visual References from the Mayan Dynasty for Monkeys Fig 3.95 Final Versions of Monkeys Fig 3.96 Visual References from the Mayan Dynasty for Jaguar Fig 3.97 - Explorations for Jaguar Fig 3.98 Final Versions of Jaguar Fig 3.99 Visual References from the Mayan Dynasty for Snakes Fig 3.100 Final Versions of Snakes Fig 3.101 Ecosystem depicted in the
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Maya: Book of the Dead Fig 3.102 Final Ecosystem Version 1 Fig 3.103 Final Ecosystem Version 2 Fig 3.104 Visual References from the Mayan Dynasty for Masks Fig 3.105 Final Versions of Totems Fig 3.106 Final Versions of Mask -1 Fig 3.107 Final Versions of Mask -2 Fig 3.108 Final Versions of Mask -3 Fig 3.109 Final Versions of Borders Fig 3.110 Visual Research for Logo Development of Chikola Fig 3.111 Maximalist Logo Explorations for Chikola Fig 3.112 Maximalist Logo explorations for Chikola - 2 Fig 3.113 - Type based logo explorations for Chikola Fig 3.114 Final Variations for Chikola Logo Fig 3.115 Visual Research for Packaging - 1 Fig 3.116 Visual Research for Packaging - 2 Fig 3.117 Visual Research for Packaging - 3 Fig 3.118 Packaging for Infused Water Chikola Fig 3.119 Packaging for Instant Cold Brew Cacao - Chikola Fig 3.120 Packaging for Health Drink Chikola Fig 3.121 Packaging for cold brew cacao sachet - front Fig 3.122 Packaging for cold brew cacao sachet - back - 1 Fig 3.123 Packaging for cold brew cacao sachet - back - 2
- Hutch Fig 4.3 - Mock-up for corporate collaterals - Ponto De Revisao Pg. 278 Fig 4.4 - Mock-up for brand book - Ponto De Revisao Pg. 282 Fig 4.5 - Mock-up for corporate pitch deck - Podre De Pomaio Pg. 285 Fig 4.6 Cactus and its sub-brands Pg. 288 Fig 4.7 Inspiration Board for Logo Development Pg. 296 Fig 4.8 Visual Research - Luxury Mnemonics Pg. 296 Fig 4.9 Visual Research - Type Based Logos Pg. 297 Fig 4.10 - Visual Research for Logo Development Pg. 298 Fig 4.11 Color Board for Bella Memoire Pg. 301 Fig 4.12 Route - The Gem Within Mockups Pg. 3014 Fig 4.13 Route - Walk With Grace Mockups Pg. 307 Fig 4.14 Route - Bold and Beautiful Mockups Pg. 310 Fig 4.15 Excerpts from the Sanofi Jan'21 Newsletter Pg. 277
Pg. 262 Fig 4.1 Mock-up for corporate pitch deck Inker Robotics Pg. 272 Fig 4.2 Mock-up for corporate pitch deck
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Refrences 6 of 8 Family Pets Killed, Because... Jaguar Symbolism. (n.d.). http:// www.pure-spirit.com/more-animalsymbolism/306-jaguar-symbolism. aaas119e06. (2015, February 20). Life, Blood, Cacao: Maya and Aztec Myths and Rituals. Chocolate Class. https://chocolateclass.wordpress. com/2015/02/19/life-blood-cacaomaya-and-aztec-myths-and-rituals/. AncientPages.com, &amp; Rock-Hewn Burial Shafts And 38 Symbolic Pots Discovered In Abusir Necropolis. (2021, April 14). Ceiba Tree: Sacred Tree Of Life Of Maya People And Universal Concept In Ancient Beliefs. Ancient Pages. https://www. ancientpages.com/2017/06/12/ceibatree-sacred-tree-of-life-of-mayapeople-and-universal-concept-inancient-beliefs/ Anderson, E. N. (2017). Birds in Maya Imagination: a Historical Ethno-Ornithology. Journal of Ethnobiology, 37(4), 621. https://doi. org/10.2993/0278-0771-37.4.621 Armstrong, K. (2014). The Classic Maya Collapse: The Importance of Ecological Prosperity. Earth Common Journal, 4(1). https://doi.org/10.31542/j. ecj.165
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Aztec And African Cultures : Similarities And Differences. Bartleby. (n.d.). https://www.bartleby.com/ essay/Aztec-And-African-CulturesSimilarities-And-DifferencesP32VXJJE29BQQ. Biodiversity in the Cacao Agroecosystem: Shade Management and Landscape Considerations. Smithsonian National Zoological Park. (n.d.). https://nationalzoo.si.edu/SCBI/ MigratoryBirds/Research/Cacao/ greenberg.cfm. Chanda, U. (2020, January 13). Folk And The Forest: Commercialisation Of Tribal Art And Its Consequences. https://www.outlookindia.com/. https:// www.outlookindia.com/website/story/ entertainment-news-folk-and-theforest-commercialisation-of-tribal-artand-its-consequences/345632. Coe, M. D. (2012). Breaking the Maya code. Thames &amp; Hudson. Covey, S. R., &amp; Collins, J. C. (2020). The 7 habits of highly effective people powerful lessons in personal change. Simon &amp; Schuster. Davis, G., Sylvia, KeshavK, LuvnoCrotchies, Ali, &amp; M., B. (n.d.). Gregory Davis. Healthyy! https:// healthyy.net/superfoods/cacao-beans-
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for-weight-loss.
xcaret.com/en/the-major-ancientmayan-gods-you-should-know-about/.
Enciclopedia, C. M. B. Q. R. (n.d.). Chocolate: the gift of a snake. - CMBQ Radio Enciclopedia. Español. https:// www.radioenciclopedia.cu/culturalnews/legends/chocolate-the-gift-ofsnake-20180115/.
Lechler, G. (1937). The Tree of Life in Indo-European and Islamic Cultures. Ars Islamica, 4, 369-419. Retrieved June 11, 2021, from http://www.jstor. org/stable/25167048
Entire Website - BMD Creative Studio. BMD creative studio. (n.d.). https://www. bmdcreativestudio.com/.
M., B. H. E. (1987). Artificers of the days: functions of the howler monkey gods among the mayas. Mouton De Gruyter.
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GRADUATION PROJECT REPORT 2021
/Here's to class of 2021, who went through this graduation project and final year of college at home, with anxiety, stress, loneliness and a million other feelings or at times absolute numbness. To each of us, who made it out with shining colors.
CONGRATULATIONS
YOU MADE IT
TO THE VERY END
/I know it was extremely lengthy, but you made it through.
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Thank you for your time.
GRADUATION PROJECT 2021