Project with 17d in graphics by Anmol Loonia

THE

ONE MONO SOLE ONLY PROJECT

designing innovations. innovating designs.

* acknowledgement I would like to extend my gratitude to the college and my mentor Lavina Bhasker for this wonderful opportunity to be able to document a unique experience of learning the tactics and fine skills of the industry as a graphic design intern.Also I am extremely thankful to all the lovely people at 17dnorth who gave me a space not only in their office but also their cars, teaching me so many things about graphic design and branding. My mentor and boss at 17dnorth, Mr. P Sandeep Dev for his constant time and belief in my work and also the advice for it is through his constant pushing through and experience that I write this.Also, Pranati Khanna for not only being an amazing friend but also a teacher and fulfilling my wish to learn making digital illustrations.

Anmol Loonia

*certificate This is to certify that the Industry Internship titled â&#x20AC;&#x153;The Onle Projectâ&#x20AC;? is a record of work done by the student, Anmol Loonia - 061075500006 as a Regular student for the degree of B.Des Fashion Communication during the period of June 2013 to July 2013, which represents as independent work of her design internship at 17dnorth and does not form the base for any previous work.

PLACE: Bangalore DATE :

Under the Guidance

Mrs. Lavina Bhaskar Assistant Professor Department Of Fashion Communication National Institute of Fashion Technology Bangalore - 560102.

------------------------ (External Jury Member)

-----------------------(External Jury Member)

joiningletter *

designing innovations . innovating designs

To, NIFT, Bengaluru, India Subject - Internship joining letter Dear Sir/Madam, Ms. Anmol Loonia has been awarded an internship with our design studio, 17dnorth from 20th May 2013 to14th July 2013. She would be working with us as a design intern and would work on live graphic design projects. We request you to consider this as an appointment letter, and provide Anmol with the said period for her Internship with us. Mr. P Sandeep Dev, Creative Head 17dnorth, would be her Mentor for the said duration. Thanking You, Yours Sincerely, Sayalee Sharangpani Design Head, 17dnorth

leavingletter *

* tableofcontents 1

17d Who we are ?

About 17d

What we do ?

People at 17d

Organisation Structure

Process flow

Clients

Project 01 - Chutneys

Project 02 -Oinck

Project 03 - Social Saturday

Project 04 -2020 Movie League

Project 05 - Colors

Project 06 - McHealthGrid

Project 07 - Svark

Project 08 -17dnorth

Project 09 - Icon design

Authorspeak

design design+ +strategy strategy forforthethereal realworld world

we are

17dnorth

innovation seeds brands brands build loyalty loyalty sustains business

start with design . start with innovation.

* who we are 17dnorth started as an ambitious idea . The idea grew up to become big and strived to build a dream of intelligent design in Hyderabad. Today 17dnorth is a storehouse of talented eclectic minds in various skill set putting in both our brains and our heart to provide all their enthusiasm and design solutions to each project that comes our way.

around us , inform and accustom ourselves and then make choices to provide you with end to end design solutions. At 17d, we put in all our heart and soul to make our communications real. A brainchild of 2 designers, 17dnorth offers simple, engaging, inspiring and relevant designs to suit the environment and the user with a blend of Research,Design, Our works span various industries Innovation,it is right place to achieve like branding, User, UX, Product design and business goals with design.We experience the world some enthusiasm and passion!

* about17d At 17dnorth, we live and breathe design. Our sweet spot is a balance between bottomline-raising logic, endearing details and a consistent voice across touchpoints. We bring both our brains and hearts to work, making sure our solutions not only fit, but also create deeper lasting engagements. We look out for brands as well as their customers. With our love for craftsmanship and care, we like to create art that addresses the soul through small joys, surprise, optimism and sensory delight.

With core capabilities of designers from different fields of interest, 17dnorth offers a complete Design window and helps to identify potential, explore new avenues and build strategies leading to results. At 17dnorth more focus is on User Experience Design by research based Innovation, Design Thinking,Strategy + Implementation and arriving at tangible solutions by meeting User expectations and organizations bottom line.

new times new projects new people new processes

new ways to make communication real

*what we do strategy

design

experience

Strategy comes first, so if youâ&#x20AC;&#x2122;re looking for innovating,communicating and adding value to an existing or new product, consider the right incubator and making the most of it.

Design is like life to us. We broaden your scope of what design can contribute to the world - making your design not just more intoned with the users but also for your goals, hopes and dreams.

At 17d, we find ways to make our communication real. We provide the client and end user, information through multiple touchpoints ,digital systems, environments and strategies.

* sandeepdev The Rockstar as he is called, Sandeep is the co-founder and the face of 17dnorth. A UX designer, Sandeep can churn ideas and concepts in minutes and can slice you to pieces if the alignments are not right. A big foodie, typography lover and the master of bad one liners. He has an awesome sense of colour and type, and can practically do anything except write a blog.

*sayaleesharangpani The Buddha at office, Sayalee is the driving force behind 17dnorth and also the co-founder. With an eye for observation, she pays attention to details and is fondly called the “quality control manager” at work. Loves food, all things colourful and is “whenher-ear plugs-are-on” singer. She brings a bundle of creative ideas, excellent copy and stories of “how-pune-people” are awesome.

THE MINDS BEHIND THE IDEA 9

The 17d design house in Jubilee Hills is where it all sstarts. Right from brainstorming , deliverance to UNO.

They say that behind every successful man there is a woman. Here, the woman sits right beside him. 17dnorth was incepted by a husband-wife duo from NID (National Institute of Design). While Sandeep is a maverick in creating user centric design and has a passion for creating brand positioning for start-ups, Sayalee is into industrial design and loves creating unique furniture. When the couple is not experimenting with designs, they are seen experimenting with cuisines with the team after work

THE MINDS AT work

pranatikhanna shikhasingh aniruddhachatterjee sandeepdev 11

A normal day at 17d consists of loads of doodling,greentea,nutella,apple product boasting and Nutella in between work. We at 17d design solutions in the way that suits us the most - chilling.

* organisationstructure

Director Operations Head Communication Accounts Client Services Marketing

Design Head Illustrator/2D Visualiser Snr Graphic Designer Graphic Designer UI Designer Trainee/Intern

The organisation structure is a very simple structure which is only divided into two branches as namely operations and design head and all the other people directly reporting to them.

processflow

analyse

build

We believe in listening. Your business, your values,goals and objectives â&#x20AC;&#x201C; all at our concern. We believe that every product is but a representation of the brand and brand a personification of the person behind it.

We go the root, understand and explore the plethora of possibilities that we can build around your objectives,goals,product and target market considering the psychology and demographics making our effort to understand the end user as much as we understand you.

create

deliver

We live and breathe design at 17dnorth, so much as to create a sweet balance between â&#x20AC;&#x201C; effectiveness, simplicity and details â&#x20AC;&#x201C; so endearing that they leave an impact.Our designs are based on well planned insights and familiarity to the end users.

We do what what we say â&#x20AC;&#x201C; we deliver. We put in all our effort to translate your objectives and our ideas into products,print,web,campaigns and brand collaterals.We make communication come to life at 17dnorth.+

ourclients

*internshipproject

logo redesign | brand identity

01 Chutneys

To design a new and modern identity for the famous chain of South Indian restaurants and coffee joints in Hyderabad keeping in mind its ethnicity and palate.

previous logo

proposedidea

Basic wireframe on which the logo is developed

ideaprocesses|

different options given

The initial idea proposed for the typeface to be used to make the logo is modified further to make a basic design that looks like as shown below.

COLOR PALETTE Variations explored:

ideaprocesses|

COLOR PALETTE

variations explored:

The initial idea proposed for the typeface to be used to make the logo is modified further to make a basic design that looks like as shown with a variation in colour as well depicting the green colour of the coconut leaf.

* theoinckproject

illustration| graphic design

Oinck! 02

A line of funky new t shirts with graphics sarcastic and funny both at the same time, thus making it easily wearable for both the sexes.Its the new Oinck thing in town!

I worked on a lot of t shiirt designs, ideas and illustrations on paper before we actually put it down digitally.Since this is a new brand , a marketing strategy was also developed as to how to make it more accessible and visible to the youth, which is the target market here.

SUPERHEROES A superhero tee always works no matter what. Thus the idea of developing this graphic was to develop not only a smart and funny superhero t shirt but also a smart and pun-ny superhero t shirt.

EXPLORATIONS :

HOUSE OF STARK

ideaprocesses| FOOD AND DRINK To develop pun intended and nice t shirts on a theme inspired by food and drink. After all everyone loves and lives for a slice of pizza, a mug of beer and a glass of wine.

EXPLORATIONS:

WORLD PIECE ONELINERS

WORLD PIECE

ideaprocesses|

OINCK!

ideaprocesses| T SHIRT VARIATIONS :

Size of artwork (in inches) :

marketingprocesses|

oinckfacts The Oinck campaign spread over the internet and around the city was designed in a following few steps : Whats your Oinck ? A video being made asking people to put their best Oinck moment and create a fun visibilty method for the brand. Oinckfacts I designed the Oinck facts on the basis of the age old 8facts concept of giving people trivia over pigs - random trivis about their food, hygiene or just an Oinck. Oinckface Run a contest on facebook asking people to put up their best Oinckface losing all inhibitions and walking home with aan Oinck goodie bag.

logo design | brand identity

SocialSaturday 03

To design a logo for a venture called Social Saturday which a weekend to weekend corporate social responsibility event held by Sloyd Ventures for the needy and the underprivileged.

At Sloyd, last working Saturday of every quarter is very special to all of us. One of Sloydâ&#x20AC;&#x2122;s important objectives is to share the companyâ&#x20AC;&#x2122;s wellbeing with the rest of the society; its mission is to fulfill not only its own dreams, but also the dreams of the neighbors who are less privileged to do so on their own. Social saturday is the face for employees and sloyd community to make them involve in these programs.In a nutshell is a channel for corporate social responsibility of Sloyd.Thus working on the brand logo and look for the same.

LOGO PROCESS

The concept here taken to design the logo of Social Saturday is two S intertangling within each other to form a weave structure which indicates astrong bond to last.

ideaprocesses| EXPLORATIONS:

ideaprocesses| FINAL OUTCOME :

logo design | brand identity

2020 MovieLeague 04

To design a logo for a movie festival which will run 20 movies - one - every Sunday giving the participants get a chance to watch the movie free if they win. This content is called the 2020 Movie League

LOGO PROCESS

ideaprocesses|

FINAL OUTCOME :

logo design | brand identity

facebookcover| years

years

Facebook cover photo designed for the Ynew 20 20 Movie league event. Also a badge designed for the same on the event of 100 years of Indian cinema

ideaprocesses|

Badge designed for the 2020 movie league under the same that is used as a dual purpose log oand a batch for the time the festival runs.

2020 MovieLeague 40

media pitch| graphic design

Colors. 05

To learn how to conduct a pitch and develop an area of interest for the client to get rebranding done. A pitch is very important for any client. Here it is important to understand the dynamics of this brand and hence conduct a pitch for the same to get the project in hand.

what is a pitch? A pitch is a planned presentation of a product or service designed to initiate and close a sale of the same product or service. A pitch is essentially designed to be either an introduction of a product or service to an audience who knows nothing about it, or a descriptive expansion of a product or service that an audience has already expressed interest in.

brandresearch. Comfort and quality with fashion Unbelievable prices aiming at the common man Wide variety of clothing from formals to casuals

Competitors Brands like â&#x20AC;&#x201C;

At retail stores like -

Scullers Options Netplay Urbana Ruggers John Miller Denizen etc.

Brand Factory Reliance Trends Central Shoppers Stop

Target market -

Middle class income group. 18 â&#x20AC;&#x201C; 40 years of age Spending capacity is limited Crowd looking for affordable fashion at low prices Bargain plus brand shopping

colors as a brand. A pitch is a planned presentation of a product or service designed to initiate and close a sale of the same product or service. A pitch is essentially designed to be either an introduction of a product or service to an audience who knows nothing about it, or a descriptive expansion of a product or service that an audience has already expressed interest in.

thebuyer.

media pitch| graphic design

‘I’m getting a brand and a price which is a steal. Why not? ‘ ‘Buying at a bargain for daily wear is okay. Cheap and good quality.’

“

‘We shop one time in a year. We shop for the whole year together. Low prices and good quality is all we want.’

‘I’m a student, I cant afford anything than this.I’m getting three t shirts for 799, whch is very good.

The buyer is the The common man The guy who just started earning Call center professionals Students Comfort comes before fashion Affordability comes before fashion

Thus conducted a buyer and competitor study for the apparel brand which is for a more middle income group by visiting comppetitive brands and outlets like Chermas , Reliance Mart and Brand Factory that sell bargain shopping.With the collected data and the information of how the buyer is the moodboards and color palettes for the brand are also suggested with two variations as shown further.

media pitch| graphic design

storyboard. COLOR PALETTE 1

COLOR PALETTE 2

OPTION 1

COLORS : APPAREL

STORY BOARD

quality

COMFORT

affordability

modern stylish trustworthy

STORY BOARD

COMPETITORS: A lot of brands are into A lot plus of brands into brand bargain are shopping brand plus bargain considering the shopping market considering the caters market that even Colors to that even Colorsthecaters to revolutionizing whole revolutionizing the shopping. whole concept of bargain concept of bargain shopping. Brands like Brands like - Megamart --Denizen Megamart -Denizen - Peter England --Reliance Peter England Trends -Reliance -Chermaâ&#x20AC;&#x2122;sTrends -Chermaâ&#x20AC;&#x2122;s -Cottons by Century -Cottons by Century

LEADERS: Brand factory - that sell an Brand factory - that sell an array of brands bringing to the array of brands bringing to the consumer fashion at affordable consumer fashion at affordable prices. prices.

TRUSTWORTHY AND MODERN

ASPIRATION BOARD

It was conceived with a vision to deliver unmatched affordability, quality and choice of products and services to the consumers. Colors Apparels caters to a larger consumer base since its inception.It has taken the uncharted path of reaching out to newer markets, smaller towns and offeringthe extreme value proposition to consumers

The clothes are

STYLISH The dreams are

BIGGER A lot of brands are into brand plus bargain shopping considering the market that even Colors caters to revolutionizing the whole concept of bargain shopping. Brands like - Megamart -Denizen - Peter England -Reliance Trends

The life -

BETTER CONCEPTS

ELEMENTS

ASPIRATION BOARD

media pitch| graphic design

COLORS : APPAREL

STORY BOARD

storyboard. quality

COMFORT

affordability

TRUSTWORTHY STORY BOARD AND MODERN

modern stylish trustworthy

OPTION 2 45

logo design | brand identity

McHealthGrid 06

The motive of this project is to design a logo for McHealthGrid as a brand that not only speaks of the name but is friendly enough for everyone to cater to.

McHealthGrid,as it sounds is a health and medicare brand that provides easy medication and health solutions to the common man. McHealthGrid is a solution to everyday illnesses and is a prestigious health brand and upcoming chain of stores in Hyderabad.McHealthGrid is looking for options that are not only very contemporary for a healthcare brand but also radiate a very warmm feeling or a feeling of acceptance towards the brand.

LOGO PROCESS

ideaprocesses|

FINAL OUTCOME :

logo design | brand identity

OTHER EXPLORATIONS :

mchealthgrid

BLACK AND WHITE:

mchealthgrid

ideaprocesses| FINAL OUTCOME :

logo design | brand identity

Svark. 07

BLACK AND WHITE:

Svark is a medicine vending machine concept for various ,edicines that could be used for daily purposes.The customer could use the machine with a simple interactive vending system when in need of it .

To design a logo for the medvend machine keeping in mind the dynamic nature of the interactive UI interface it works on. Also, a modern and health oriented concept that could look good on a vending machine.

LOGO PROCESS :

ideaprocesses|

FINAL OUTCOME :

svark

logo design | brand identity

OTHER EXPLORATIONS :

FINAL OUTCOME :

BLACK AND WHITE:

ideaprocesses| OTHER EXPLORATIONS :

FINAL OUTCOME :

content | web design

17dnorth! 08

To start off with - working on the website and the layout of the new 17dnorth website - also working on the content of the 17dnorth website that is yet to be launched.17dnorth provides end to end design solutions.The content is worked upon by me.

finalcontent| Innovation seeds brands Brands build loyalty And loyalty sustains profits Start with design . Start with innovation

who are we ? 17dnorth started as an ambitious idea . The idea grew up to become big and strived to build a dream of intelligent design in Hyderabad. Today 17dnorth is a storehouse of talented eclectic minds in various skill set putting in both our brains and our heart to provide all their enthusiasm and design solutions to each project that comes our way. Our works span various industries like branding, User, UX, Product design. We experience the world around us , inform and accustom ourselves and then make choices to provide you with end to end design solutions. At 17d, we put in all our heart and soul to make our communications real. We are 17dnorth.

what we do? At 17dnorth, we live and breathe design. Our sweet spot is a balance between bottomline-raising logic, endearing details and a consistent voice across touchpoints. We bring both our brains and hearts to work, making sure our solutions not only fit, but also create deeper lasting engagements. We look out for brands as well as their customers. With our love for craftsmanship and care, we like to create art that addresses the soul through small joys, surprise, optimism and sensory delight.

ABCD Analyze – We believe in listening. Your business, your values,goals and objectives – all at our concern. We believe that every product is but a representation of the brand and brand a personification of the person behind it.

Build- We go the root, understand and explore the plethora of possibilities that we can build around your

objectives,goals,product and target market considering the psychology and demographics making our effort to understand the end user as much as we understand you.

Create – We live and breathe design at 17dnorth, so much as to create a sweet balance between – effectiveness,

simplicity and details – so endearing that they leave an impact.Our designs are based on well planned insights and familiarity to the end users.

Deliver – We do what what we say – we deliver. We put in all our effort to translate your objectives and our ideas into products,print,web,campaigns and brand collaterals.

content | web design

Icondesign 09

To design monochrome frame of icons for the app made by a client Tesa for the various themes give such as agriculture/sales/tourism/wildlife/environmental/estate/healthcare/medicine and more.

SALES AND FINANCE

%$ $

TOURISM

HEALTHCARE

REAL ESTATE

iconsfinal| AGRICULTURE AND NATURE

ENVIRONMENTAL

ENTERTAINMENT

COMMERCIAL

UTILITIES

authorspeak *

17d was not just an eight week long mandatory internship that I somehow pushed through it was an experience.It is funny when how I stepped out in the world for the first time I was stung by confidence in boosts and pieces, working for a week in th e design studio setup - failing - losing hope and false pride and then coming back to reality and building your faith all over again in your work.Everyday at 17d came with a lot of fun snd it is beautiful how I’ve learnt to work while being happy.I’ve learned all that I’ve ever wanted to at 17d, being a core writer at heart and never really really attached to the graphic part, it was always my writing that overshadowed my work, there waks always concept ruling my design with most of it majorlyy failing on the deign aspect,8k weeks down at 17d, I’m older and oh yes , I can now confidently work on the end product I decide to have and successfully get it by the time I finish working on it; Another important thing , probably what I can call the most important here is how I’ve learned to work in deadlines - which I assume is not only good for an office atmosphere but also in life. Character illustrations and logo design are a .cup of tea I can take with ease now. The eight weeks spent at 17d, there was so much I could absorb,there’s so much I did - the experience has been amazing in every true word of what I say here.

More power and love to 17d!