I am a Visual Artist, with a skillset apt for designing. I am a dedicated and methodical individual with keen interest in photography. With an ability to remain unflappable under pressure, I am always eager to explore more in various arenas of design.
anterleena.maiti@gmail.com
instagram.com/anterleena_maiti
linkedin.com/anterleena-maiti
issuu.com/anterleenamaiti
ANTERLEENA MAITI Visual Communication Designer and Photographer
With a creative universe running within me, I have an unfathomable love for design and strategic thinking. Having a multi-cultural mindset and unconventional approach to design, I deliver deep-rooted research centric solutions. I have worked elaborately with multiple facets of design environmental, editorial, interaction, experiential and communication to name a few. My process oriented methodology, backed with a balanced mix of aesthetics and functionality has seen practical translation of impactful brand narratives. My strength lies in strategic design conceptualisation, intricate visualisation and impeccable articulation.
EXPERTISE
Data Visualisation, Strategic Design Thinking, System Design, Branding, Publication Design, Photography, Experience Design, User Interface Design
BRANDS WORKED WITH Robert Bosch GmbH, Sterling Holidays , Reliance Industries, TVF Media Labs, Aditya Birla Group, Titan Company, Facebook, Nikon, RedBull, Ministry of Textiles, Govt. of India
01
02
03
04
KANTHA REINVENTED
STERLING HOLIDAYS
WEATHER SKETCH
THE VIRAL FEVER
Branding, System and
Branding, Publication
Branding, User Interface
Digital Design, Content
Publication Design
and Experience Design
and Experience Design
Creation, Marketing
PUBLICATION DESIGN
ILLUSTRATION & WAYFINDING
DATA VISUALISATION
LOGO FOLIO & POSTERS
06
07
08
05
THE PROJECT
01
The project aimed to preserve the heritage of traditional arts and crafts of minorities and build capacity of the artisans across India. The initiative was to device a methodology to provide a boost to Kantha craft and foster a meaningful dialogue between the industry and consumer.
Extensive secondary research and literature review about the Kantha craft through ages, across the world. Geography specific primary research about artisans and the craft.
Conceptualising ideas that would upgrade the artisans as well as benefit the industry holistically. Developing marketing plan to expose the craft to the market.
THE CLIENT
MY ROLE
Implementing the ideas and concepts in reality. Observing its impact on the market and the artisans. Carrying out required changes to match the market needs.
Mentor: Ms. Sreenanda Palit, Assoc. Prof. & CC-FC (Dept. of Fashion Communication, NIFT)
The Ministry of Minority Affairs, Govt. of India had come up with ‘Upgrading The Skills And Training In Traditional Arts/ Crafts For Development’ (USTTAD). Research, Documentation, Strategy Development, System Design, Publication Design, Photography, Design Thinking
Documenting the research, designing an insignia for Kantha, developing a dictionary and creating installations for exhibiting to a larger audience.
Exhibiting to the mass and prominent people in the industry to ensure growth of the craft in manifold in various ways.
View full project here: issuu.com/anterleenamaiti
KANTHA REINVENTED
This was my gaduation project in which I utilised all my learnings to deliver best in class outcome. This projects included all thrust areas of the the Fashion Communication course including system thinking, photography, content writing, graphic design, packaging design and publication design.
At first, diagnostic study at Nanoor and Barasat clusters was carried out. Interaction with the artisans and documenting the factor conditions paved my path for understanding the current scenario. Based on which, a marketing mix was formulated that enhanced the lives of the artisans and upgraded them holistically.
INSIGNIA x
An insignia (similar to a Woolmark) was designed that would be an assurance that the product is made of 100% authentic traditional hand stitched Kantha embroidery. Keeping in mind the versatility of Kantha, the insignia consisits of few vital components - 7 circles depicting the 7 basic types of traditional Kantha. The intersections of the circles give rise to a complete mandala having a flower (primary motif used in Muslim Kantha) and the sun (primary component of Hindu Kantha).
x
KANTHA
85
86
x/10
In the above page, the evolution of the logo has been shown step wise. The proportions are 1:1 bounded by a square with side (x). There are two options for the finalised logo, containing the same elements, namely- the 7 circles, mandala formation, flower ans the sun. The stroke width has been used to add dimension to the logo.The insignia is to be used in either black or white on the brand colours as per the hue.
The layering shows how the logo is formed out of the various elements of authentic traditional Kantha. Thus, this stands true to itself of being an insignia for trustworthiness. It doesnot associate with any branding or advertising of any deceptive nature, but authenticates the value of the traditional original Kantha.
x/10
KANTHA
KANTHA
#B0ACAC
#D0C6C7
#E5E1CC
#D0D9BF
#BFCBD6
#99BCC0
#C39E95
#CFCCC2
#D4C5AE
#BDCB9E
#859AAF
#85A6C2
#A15563
#673549
#B1A594
#BBA974
#76A075
#117377
#7C1F22
#93554B
#715046
#B9976B
#4E705A
#12385C
Palette: A diverse colour palette was derived from the traditional Kantha embroideries. These were saturated pastel colours, with an unique character.
A quirky handbook was designed which was an unique collection of colloquial names of motifs, borders and colours that were commonly used by the artisans.
INSIGNIA
GANJI PHOR Neel Rong
Gur Golapi
Chhai Rong
Ghiya Rong
Sea Sobuj
Deep Golapi
Chhai Rong
Halka Golapi
Neel Beguni
Akashi Rong
Sobuj Rong
Chhai Ghiya
Halka Sobuj
Komla Golapi
Golapi Rong
Neel Ghiya
CHALU KANTHA LATA PHOR CHAIN PHOR
Sorse Holud
Halka Golapi
Laal Komla
Garho Jaam
Halka Komla
Golap Beguni
Laal Komla
Rani Golapi
CHALTI KANTHA MOKSHA PHOR
Rani Golapi
Kalche Chhai
Cream Rong
Garho Akashi
Deep Golapi
Chhai Rong
Holud Rong
Pitti Sobuj
CHELI KANTHA NOLOK PHOR
Halka Golapi
Sobuj Rong
Gur Golapi
Garho Sobuj
Neel Beguni
Garho Golapi
Rani Golapi
Firoza Rong
Halka Pata
Golapi Rong
Shaola Sobuj
Holud Rong
Garho Ghiya
Halka Ghiya
Akashi Rong
Sea Sobuj
COSMOS KANTHA CHOK TAGA CHIK PHOR
Gur Golapi
Pitti Sobuj
Toktoke Laal
Golapi Rong
Halka Golapi
Golapi Beguni
Halka Komla
Gur Golapi
Garho Jaam
Garho Akashi
Garho Komla
Ghiya Rong
Halka Golapi
Neel Beguni
Sorse Holud
Rani golapi
SIKOL PHOR MOI PHOR KANTA PHOR
INSTALLATION: As a part of the exhibition display, a range of single line illustrations were embroidered using Kantha. It was an ode to all the artisans who were involved in the project. Motifs were embroidered such that it seemed like motifs on their clothes. OUTCOME: The need of Communication Design in the area of craft is immense. As a designer, I was able to take a step forward and bridge the gap between the artisans and the end user (enriching and enhacing the experience for both stakeholders).
THE PROJECT
02
Sterling Holidays revamped themselves and wanted to create a holistic brand experience through various touchpoints. An extensive brand narrative along with a brand manual was to be designed for sustenace of the new positioning.
Competitor study in Indian and global market. Trend analysis of the recent visual best practices.
Keeping the new positioning at the core, strategy and brand elements were built to reinforce it.
THE CLIENT
MY ROLE
Extending the positioning into tangible brand collaterals as per the relevant touchpoints.
Mentor: Ms. Darshita Thaker, Founder and Design Director (KREO Design and Innovation)
Sterling Holidays is a leading experiential vacation ownership company in India. Spread across a network in 26 holiday destinations, they facilitate unforgettable holidays. Branding, Strategic Design, Publication Design, Graphic Design, Experience Design
Testing the feasibility of the designs in various mediums (digital, print, space etc.) to make it sustainable.
After catering to the touchpoints, it was all culminated into a manual, which served as a guide book.
View full manual here: issuu.com/anterleenamaiti
Service philosophy of the renewed positioning could be dentoted denoted through the following pillars:
The latest brand repositioning, ‘Assurance of the expected and the joy of the unexpected’ is depicted through the new logo. Each strand of beads here represents ‘shots of life’. Three strands together form a pinwheel symbolising the following:
PLACES
EXPERIENCES
PEOPLE
Royal Purple denotes rich experiences and discoveries
Warm Red represents passion and desire of people
Bright Yellow denotes energy of diverse places
Genuine Warmth
Flawless Delivery
Discoveries & Experiences
Zero Monotony
Thus, the repositioning was translated as their brand ambition,
which was the guiding principle for everything the brand stands for. The same ambition was translated into the visual narrative and blended seamlessly into each touchpoint.
BRAND AMBITION
VISUAL NARRATIVE
BRAND TOUCHPOINTS
Sterling fuels the joy of discovery, and this idea was depicted through ‘Holiday Differently!’, which lend itself effectively to the brand narrative.
The Sterling Swirl was set in motion and a set of graphic assets were abstracted from the newly revamped logo which, reverberated back the idea of joy of discovery.
The unique visual narrative was further taken ahead and applied across various touchpoints in all platforms - digital, print, collaterals, space etc.
STERLING SWIRL
SWIRL IN MOTION
Set of patterns derived from the swirl. (Applied on the corporate notebook)
Ramesh Ramanathan Managing Director
+91 9840277700 ramesh.r@sterlingholidays.com Sterling Holiday Resorts Limited, #7, 3rd Cross Street, Citi Tower, Kasturba Nagar, Adyar, Chennai - 600020. Direct: +91 44 33573357, Board: +91 44 33573300 www.sterlingholidays.com
Smell Differently - Tea experiences at Sterling Darjeeling
A set of textures were developed that represent the 5 destination categories: Riverside, Beach, Mountain, Forest and Heritage.
Keeping up with the essence of zero monotony, hand illustrated iconography was designed to complement the sense of thrill and joy of the unexpected. (Applied on lugguage tags)
A subsidiary of Thomas Cook India
A
company
Visiting cards were designed translating, ‘Holiday Differently!’ by showing experiences across destinations where Sterling resorts are present.
As the visual narrative was built, different touchpoints were caterered to. Templates were developed so as to sustain a consistent language for the brand. The Sterling Brand Manual is one of the ‘most extensive brand guideline books in India’, with elaborate contents under the following buckets:
1. Brand Elements 2. Verbal Identity 3. Visual Identity 4. Graphic Assets 5. Resort Experience Creation 6. Universal Collateral Template 7. Corporate Collaterals 8. Resort Marketing Collaterals 9. Digital 10. Co-branding and Affiliates 11. Exhibitions and Stalls 12. Photography and Videography
THE PROJECT
03
To brand and design a weather application for an average technology friendly Indian professional. Easy to use and visually appealing for adventure sport professionals who need to keep up with the weather details and various other features that go with adventure sport.
Extensive secondary research about existing weather applications used most in the Indian market .
Creating an identity for the brand and ideating a visual language for the application interface.
Mentor: Mr. Jit Ray (Creative Director, Mad Earth Design Studio, Goa )
THE CLIENT
MY ROLE
Weather Sketch is an upcoming start-up, planning to launch a weather application (compatible on various digital platforms) targeting the adventure seeking youth of India. Branding, Identity Design, Illustration, Iconography, User Interface Design
Designing the application pages as per the set visual language, keeping in mind responsiveness.
Ideating animation techniques and detailing to accentuate the user experience throught the inetrface.
View full project here: anterleenam.wixsite.com/portfolio
Logo: The final logomark consists of a planet replica supported by a belt of asteroids. It portrays the revolution of the planets which causes the weather variations. To add an edgy feel to it, low poly effect has been used for the logo, which was ater integrated into the application interface. Colours: The colours were selected based on colour psychologyas follows:
Oranges To add a lifestyle touch to the brand.
Typeface: OCR-A typeface was selected, which used simple, thick strokes to form recognizable characters. The typeface is monospaced and appropriate for digital use. It’s edgy features blended well with the overall visual language of the application.
Blues To keep up the young, edgy and energetic feel.
Neutrals To balance and synergise the bold colours.
Animation: Logo was set in motion which was to be implemented in the loading screen. Here, the asteroid belt unfolds and completes its rotation from the axis of the planet.
ICONOGRAPHY
The icons were exclusively designed for this appliation keeping in mind the contemporary, edgy feel of the brand. They were made with tiangles, hexagons and quadrilaterals, which was an innovation in itself.
home
09:14 Kolkata,INDIA
home
am WEDNESDAY (16/1)
32° UV Index Humidity Visibility Dew Point Pressure Wind Direction Wind Speed
THURSDAY
sunny
34°
FRIDAY
windy
28°
Very High 68% 6.2 km 13º 1453.45 mb 116.5º 13 km/hr
SATURDAY
sunny
36°
15°
THURSDAY
17°
FRIDAY
16°
SATURDAY
12°
SUNDAYDAY
13°
MONDAY
16°
TUESDAY
18°
WEDNESDAY
(17/1)
rainy
(18/1)
cloudy
(19/1)
rainy
(20/1)
rainy
(21/1)
cloudy
(22/1)
rainy
rainy
(23/1)
INTERFACE
home
9:00
home
Kolkata,INDIA
am WEDNESDAY (16/1)
now tonight forecast
location
add new city
coding
colour
coding
colour
icons
select shape
13° UV Index Humidity Visibility Dew Point Pressure Wind Direction Wind Speed
settings exit
hexagon circle
THURSDAY
more
rainy
15°
FRIDAY
17°
cloudy
Very Low 32% 1.3 km 12º 1021.65 mb 297.5º 9 km/hr
SATURDAY
rainy
16°
These are few of the pages of the application as viewed on a mobile device. Due to the dark grey background, the ornage and blue pops out. The icons are big and gives a very clear idea about the condition of weather at a glance. The settings and options page are also quite direct and easy to navigate.
THE PROJECT
04
This was an internship opportunity at one of India’s top YouTube channels, where my role was of a Communication Designer. A gamut of different types of projects were undertaken during this period, under the Marketing team at TVF.
Research about the social media platform and the competitor brands (Indian and global) in the same space.
Understanding the various briefs and ideating different methodologies to execute each of them differently.
Mentor: Mr. Vineet Kanabar (Head of Marketing, TVF Media Labs)
THE CLIENT
MY ROLE
The Viral Fever (TVF) is a YouTube channel with over 15M subscribers, pioneering in web-series culture in India. With growing popularity, they have expanded to 6 more channels. Content Creation, Illustration, Social Media Campaign Strategy, Marketing Plan
Developing designs as per the brief and making them relevant to the digital platform as well as the brand values.
Understanding the fast developing social media market and ideating future proofing for sustenance of the brand.
View channel here: youtube.com/channel/UCNJcSUSzUeFm8W9P7UUlSeQ
Brief: Working out a range of Social Media creative led campaigns to take the 4 Girliyapa videos to a million in 10 days. It should be conceptual and hard hitting. They should affect the growth of the channel effectively. With different concepts for each video, set of creatives were designed and the target was reached within 3 days of the launch of the campaign.
Part of a series, aimed at portraying stereotyping or labelling a woman.
Promoting the ‘Period Song’, showing a napkin, attempting to break the tabboo.
Part of a series, to promote ‘How I Raped Your Mother’, focusing on marital rape.
Brief: Permanent Roommates is the second most-viewed long-form web series in the world. It was releasing its second season and it had to be promoted across different mediums in different formats, like, carousel ads, google ads, social media posts etc.
Carousels ads for Facebook, Google.
Comic strip themed google ads in various dimentions.
Posters developed using iconic elements of the characters and these were used as google ads.
Google ads designed to highlight each character in Indian kitsch style.
SOCIAL MEDIA POSTS
In the course of 2 months, over 200 social media posts were designed, for the 7 channels of TVF. Each one was designed as per the given copy and these had brought immense traffic to the channel.
05 PUBLICATION DESIGN
GANJIFA
ELLE SUPPLEMENT
YEAR BOOK
Research and documentation of Ganjifa craft.
Supplement design and content development for Elle India.
Designing year book for the Ministry of DoNER, Govt. of India.
GANJIFA This was a craft revival project, for the languishing craft, Ganjifa. Research and documentation was done and it was all culminated into a coffee table book which had all the information one needs to know about the craft. The book was designed in a way such that it had several special pages where different techiques were used to enhance the experience of reading the book.
ELLE SUPPLEMENT
Elle is a worldwide lifestyle magazine that focuses on fashion, beauty, health, and entertainment. A magazine supplement was designed that encompassed details about organic makeup as a trend in India and around the world.
Along with the layout the content for the supplement was also developed by me. This supplement was a mix of informative and engaging content.
YEAR BOOK
This was a documentation project for Ministry of DoNER (Development of North Eastern Region), Govt. of India in association with NIFT. The initiative aimed at uplifting the north east region students by training them in design.
06 ILLUSTRATION & WAYFINDING
ANATOMY OF A BALANCED DIET Rice
Sambar
Jaggery Vada
Banana Fries Palya Chutney
BOSCH FOOD LAB
THE INDIA STORY
NIFT WAYFINDING
Environmental graphics illustration for Bosch India office.
Illustrated social media campaign graphics for The India Story.
Wayfinding and signage system design for NIFT, Kolkata.
Brief: To design wall graphics for their canteen at their India office. It had to follow their internal theme of ‘Lakshya- One Mission, Many Ideas’ and have their mascot incorporated as a major highlight. Also the concepts should reflect the food culture of India.
Around 25 concepts were illustrated for the space, with fun concepts which weaved the technological aspect of Bosch with the quirky Indian food culture. Example: the above shown illustration is a fun take on Ragi Mudde which involves multiple technicalities.
Brief: To plan a social media campaign for the launch of the second season of The India Story, one of the the biggest creative arts and design exposition of India. This platform encourags distinct verticals like fashion, lifestyle, music, performances, food and arts to flourish paralelly. In 30 days, nearly 45 creatives were designed which saw immense traffic to the event. theindiastory.in
The task in hand was to design a wayfinding system for NIFT, Kolkata campus, considering the three main areas: Old building, new building and transit. The methodology needs to be simple and the visual styling to be adabtable.
Based on the study of the campus layout and analysis done with respect information dissemination at various touchpoints, the following information architecture was proposed. The factors considered were : • Location • Navigational Guidance • Ease of understanding • Predictability • Scalability Decision making points Navigational points Locational points
Typography: Eurostile typeface is a geometric sans-serif suitable for our purpose because of its linear nature blending with the modern architecture of the campus.
A subsequent devnagari script, Ananda Ukaliorali Devanagari was also used for the hindi signages. Colours: As the architecture is inspired by Piet Mondrian, the colours used for the signages were, blue, red, yellow.
Grid: Each signage had a boundng box for easy scalability and adaptability.
Each department had its unique mnemonic based on what subject was taught, like: 1. Shirt - Fashion Design 2. Wallet - Leather Design 3. Camera - Fashion Communication 4. Wool - Knitwear Department
07 DATA VISUALISATION
BOSCH
PAPER INDUSTRY
Data visualisation for Bosch Global Sales Meet, Germany.
Data visualisation for Papaer Industry of India.
Indian Paper Industry
A
Domestic Capacity Aa
B
C
D = Ab – B+C
13.00 0.600 2.300 13.90 INSTALLED Exports
Ab
12.20 PRODUCTION
imports
Consumption
Present Status of the Industry
And The Role of Recovered Paper
Brief: To design 7 posters (A0 size) for Bosch Global Sales Meet, Germany. Understand the data given in form of presentations, decipher them and consise them to aesthetically, without loss of information in translation.
7 presentations of different verticals of Bosch was given (each approx. 15-20 pages). The data had to be visualised and compressed into a single poster.
Brief: Indian Paper Manufacturers Association (IPMA) wanted to segregate their data in a feasible templatised format. This project was an attempt to understand the paper industry and translate it into functional, easily understandable, aesthetic infographics.
The first infography shows the process of paper making, visually depicted by the technicalities involved, through icons.
The above shown are excerps from the infographic designed for IPMA. They had given plain data in the form of word document, which was simplified and visually depicted through appealing graphics.
08 LOGO FOLIO & POSTERS
LOGO DESIGN
POSTERS
Conceptualisation and logo development for various brands.
Promotional posters for social media and print media.
JIO INSTITUTE
Logo design and 360 degree integrated branding for Jio Institute (one of the six Institutes of Eminence in India). This project took inspiration from Reliance Jio (ranked as the top company globally on Fortune's 'Change the World’ list).
The connected blue mesh represents criss cross of people who exchange knowledge in the institute. The 9 red dots represent the 9 subjects that are taught in the institute. The dots also draw inspiration from the parent brand Jio’s visual language.
The logo form was extended into various touchpoints that were relevant to the institute, like, club mnemonics and merchnadise, corporate collaterals, space etc.
With a knack towards branding and identity design, I have conceptualised a number of logos for various brands. All of these are relevant to the industry they belong to and are based on the recent trends and global best practices.
ALL Blood Bank
MANDUKA Yoga
LIV Sports Drink
JIVA Ayurveda Clinic
Reliance HR Application
Reliance Digital
Reliance TUP
MOH by Patanjali
POSTERS
Different types of posters were designed as per the requirements and various graphic techniques have been used to accentuate the overall feel of the print posters.
Bengali movie poster, with image and typography treatment.
Poster for Reliance The Ultimate Pitch event launch.
Prevention of Sexual Harrassment poster for Bosch India, with minimal graphics.
Digital posters for Reliance (The Ultimate Pitch event). These were conceptual teaser posters for countdown of the event launch. Elements related to the theme of the event was used to convey the number of days left, in an unconventional way.
anterleena.maiti@gmail.com
instagram.com/anterleena_maiti
linkedin.com/anterleena-maiti
issuu.com/anterleenamaiti