Industry Internship 2012

INDUSTRY INTERNSHIP 2012

NATIONAL INSTITUTE OF FASHION TECHNOLOGY Department of Fashion Communication | New Delhi

Submitted By: Ananya | 2009 - 2013

Internship Study

STUDENT

Ananya Bachelor of Design Fashion Communication (2009 - 2013)

COMPANY INDUSTRY MENTOR

I ME AM Design Chetana Vij Sharma Owner and Chief Designer I ME AM Design Sharma Farms, VPO Kapashera, New Delhi

INTERNAL MENTOR

Vijay Dua Associate Professor National Institute of Fashion Technology, New Delhi

Signature

Copyright 2012 NIFT

ACKNOWLEDGEMENT I would like to thank Chetana Sharma and her entire team for giving me the opportunity to work with and learn from them.

I would also like to thank Vijay Dua for mentoring the internship and his guidance and support in aiding my learning as well as Dimple Bahl for telling me about I ME AM Design and thus making this internship possible.

Industry Internship / 3

contents Acknowledgement 3 Contents 5 Introduction

7

About the Company 8 Projects 12 Digital Art 14 Web Design 28 Branding 44 Illustration 54 Conclusion

63

References

64

Industry Internship / 5

introduction Graphic design and illustration was an area that I was keenly interested in. So I was quite certain that for my summer internship I wanted to work in a graphic design firm. However I wanted to intern in a place which would not be too commercial and thus provide a good opportunity for me to exercise my creative skills but also understand how the industry functions.

I ME AM Design thus proved to be the perfect place for my requirements. The fact that I had the opportunity to work under Chetana was an added bonus. The projects that I was given to work on subsequently just added to my motivation as I was able to work on many different areas including web design, illustration and branding.

Industry Internship / 7

design philosophy About the Company / I ME AM Design/ Design Philosophy

COMPANY I ME AM Design is a graphic design studio owned by Chetana Vij Sharma who is also the chief designer. The name of the firm I ME AM is inspired by Gurdjieff’s Fourth Way philosophy.

It is a reminder to be fully present in the moment, to look at everything fresh without preconceived notions. The studio primarily does branding as well as space design but specialises in wedding cards.

Chetana Vij Sharma graduated from The Pratt Institute, New York and began working as a graphic designer in New Delhi in 1989 with no firm business plan just a willlingness to go with the flow and be mystically guided along the way. An international perspective gives her a broad visual language and a sense of playfulness allows her to experiment and go beyond traditional boundaries of design. She believes design needs to be unleashed not contained. It needs to be open to new ideas and free to become art.

Industry Internship / 9

clients About the Company / I ME AM Design/ Client List

COMPANY Company Hierarchy - Chetana Vij Sharma - Owner and chief designer. Her team - Pooja Khanduja - her second in command and graphic designer, Praveen Kokcha - manager and web designer, Punit Girdhar - DTP technician, Karun sourcing and administrative work Methodology - At I ME AM the work environment is harmonious and ego free. Ideas flow in abundance and everything translates into an realtionship. Clients are partners and become integrated as the work in progress reflects a sense of ownership, devotion and dedication.

Client List - Shanti Ananda Maurice, Emaar MGF, Hu Sufi Magazine, Ista hotels, Tarun Tahiliani, Forest Essentials, Jahan-e-khusrau, Ananda spa, Good Earth - Ogaan, Amritam, Leela Palace, Taj Exotica, Mamagoto, Rumi Foundation, Barista.

Industry Internship / 11

projects Projects Undertaken / I ME AM Design/ Introduction

projects uNDERTAKEN A number of projects were undertaken in different areas that allowed the opportunity for gaining exposure and experience regarding how a design studio operates and typically handles work.

Industry Internship / 13

DIGITAL ART Client - Good Earth Objective - To design digital canvases for the new line of Good Earth inspired by Kashmir which can be adapted to different merchandise.

Brief - The design brief specified that the visual language was to be kept very soft and vintage. The purpose was to create something that was modern and elegant.

Expected Deliverable - Digital canvases Time Duration - 2-3 weeks

Industry Internship / 15

METHODOLOGY Research - To begin with a research was done to understand the elements of Kashmir in terms the people, places, culture (snowcapped mountains, valleys, lakes, women dressed in traditional attire), traditional art and crafts (aari embroidery, paper maiche, silverware, woodwork and etching), iconic symbols (chinar leaves, apple blossoms, flowers, birds, shikara) Exploration - Some ideas were worked on using the iconic symbols of Kashmir.

Selection of Final Concept - Final artworks were selected that were in the form of patterns as well as digital artworks.

Final Deliverable - Digital artworks Application - The final artworks could be applied to mugs, trays, cushion covers, bags.

Industry Internship / 16

research Projects Undertaken / 1 / Digital Art / Kashmir / Research

exploration and selection of final concept Projects Undertaken / 1 / Digital Art / Kashmir / Ideas and Concepts

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Illustrations of flowers

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Illustrations of flowers

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Illustrations of flowers

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Final Digital Canvases

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Final Digital Canvases

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Final Digital Canvases

final deliverable Projects Undertaken / 1 / Digital Art / Kashmir / Final Digital Canvases

application Projects Undertaken / 1 / Digital Art / Kashmir / Application on Merchandise

application Projects Undertaken / 1 / Digital Art / Kashmir / Application on Merchandise

WEB DESIGN Client - Mamagoto Objective - To redesign the website for Mamagoto restaurant.

Brief - The design brief specified that the new website should reflect the rich visual language of the brand and incorporate animation to make the site more exciting and interactive.

Expected Deliverable - A website with fresh layouts and animations.

Time Duration - 2 weeks

Industry Internship / 29

METHODOLOGY Research - To begin with a research was done to study the existing website. Then the existing graphic language was studied to isolate elements that could be used.

Exploration - Then a storyboard was prepared for the animation and characters developed for the same.

Selection of Final concept - Thereafter new layouts prepared for the various links.

Final Deliverable - Layouts for the website and animation for the prelude.

Application - The new layouts and animation were to be used for the new website of Mamagoto.

Industry Internship / 30

research Projects Undertaken / 2 / Web Design / Mamagoto / Existing graphics

research Projects Undertaken / 2 / Web Design / Mamagoto / Existing website

research Projects Undertaken / 2 / Web Design / Mamagoto / Existing website

exploration and selection of final concept Projects Undertaken / 2 / Web Design / Mamagoto / Character development

exploration and selection of final concept Projects Undertaken / 2 / Web Design / Mamagoto / Character development

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / New layouts

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / New layouts

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / New layouts

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / New layouts

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / Animation

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / Animation

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / Animation

final deliverable Projects Undertaken / 2 / Web Design / Mamagoto / Animation

BRANDING Client - Mamagoto Objective - To design brand identity for Eggdot - a CSR initiative of Mamagoto.

Brief - The design brief specified that the logo should be bold and round looking as the initiative is for an NGO that collects finds to feed children.

Expected Deliverable - Brand identity and guidelines Time Duration - 1 week

Industry Internship / 45

METHODOLOGY Research - Initial reasearch on various logos was done.

Exploration - Then different explorations were made and the final concept was selected out of them.

Selection of final concept - Identity guidelines were made for the final concept.

Final Deliverable - Logotype and basic identity guidelines Application - The final identity would be used on all the collaterals of the brand as well as the website of the restaurant. It would also be printed on their menus encouraging customers to make donations.

Industry Internship / 46

exploration Projects Undertaken / 3 / Branding / Eggdot / Explorations

exploration Projects Undertaken / 3 / Branding / Eggdot / Explorations

exploration Projects Undertaken / 3 / Branding / Eggdot / Explorations

exploration Projects Undertaken / 3 / Branding / Eggdot / Explorations

exploration Projects Undertaken / 3 / Branding / Eggdot / Explorations

selection of final concept Projects Undertaken / 3 / Branding / Eggdot / Final Logo Explorations

Grayscale Reverse

Grayscale

Color CMYK

Minimum Size 10 mm

25 mm

Color CMYK Reverse

Color Information

Fonts Used

C 0 MO Y0 K100 C 0 MO Y100 K0

Bauhaus Std Bold

C 0 MO Y0 K15 C 0 MO Y0 K0

final deliverable Projects Undertaken / 3 / Branding / Eggdot / Identity Guidelines

ILLUSTRATION Client - Ananda Spa Objective - To make illustrations of the seven chakras for packaging for Ananda Spa. Brief - The design brief specified that the illustrations should be hand drawn and painted with watercolors to give a soft relaxing feeling.

Expected Deliverable - Illustrations of the seven chakras Time Duration - 1 week

Industry Internship / 55

METHODOLOGY Research - To begin with a basic research was done about the seven chakras, their form, symbology and color code.

Exploration - After that explorations were made to finalise the treatment.

Selection of Final Concept - After finalising the treatment, the final illustrations were made by hand and then scanned and color corrected so that they could be used digitally.

Final Deliverable - Illustrations of the seven chakras.

Application - The final illustrations were used on packaging design for products for Ananda Spa.

Industry Internship / 56

research Projects Undertaken / 4 / Illustrations / Ananda Spa / Research

exploration and selection of final concept Projects Undertaken / 4 / Illustrations / Ananda Spa / Explorations

final deliverable Projects Undertaken / 4 / Illustrations / Ananda Spa / Final illustrations

application Projects Undertaken / 4 / Illustrations / Ananda Spa / Application on Packaging

application Projects Undertaken / 4 / Illustrations / Ananda Spa / Application on Packaging

conclusion Interning at I ME AM Design was an enriching experience not only in terms of the projects undertaken but also because I was able to learn things that I never could while studying in college.

I realised just how challenging a designer’s job can be and that those challenges are often far greater than meeting the deadline or running out of ideas. Being amongst such an enthusiastic group of people was exciting as well as humbling.

The internship not only helped me gain more confidence in my skills but also helped develop the capacity to work with typified bottlenecks and limitations. I also understood that I have a long way to go and that learning is a cintinuous process.

Industry Internship / 63

references www.papayaart.com www.goodearth.in www.vam.ac.uk www.nandos.com www.mamagoto.in www.shutterstock.com www.istockpohtos.com www.istocklogos.com www.anadaspa.com

Industry Internship / 64