Design Project 1 by Anurag Das

D1 P

Design Project 1

Anurag Das

Graphic Design

Design Project 1 Documentation for the Project: Creation of a visual identity for a Corporate wellness brand Anurag Das

S1501102 M.Des-15 Graphic Design

Acknowledgment This Design Project-1 would not have been possible without the constant encouragement and feedback from my faculties and classmates alike. I would also like to thank Mrs. Shalini S. Gupta, the client of my project for making me understand the brand and helping me out figure the brand association and image.

Contents Timeline Design Brief Scope of the project Stage 1: Data Collection Stage 2: Analysis Stage 3: Ideation and Exploration Stage 4: Final Visual Refinements Stage 5: Deliverables Creation Learning Bibliography

TIMELINE

Understanding the brand.

Week

Research on other corporate wellness brands and their framework. Understanding health and wellness trends. Formulating a USP for the brand. Brand name

Brand functioning and activities

Week

Primary Research using a questionare to understand the psycology behind the people perception of health and wellness Analysis of the questionare

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Idea Generation

3-5

Explorations (Digital and Sketches) Deriving the visual language Ideation for the brand collaterals Creation of the collaterals

Weeks

Week

Creation of the collaterals Documentation

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Client Brief

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Design a visual identity and language for a corporate wellness brand.

Scope of the Project Creation of a brand name Creation of a visual identity and a visual language that the brand would follow in its collaterals. The brand collaterals ( Print and Digital ).

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Stage 1

About the brand It is a B2B Corporate Wellness brand which is founded by Mrs. Shalini Saran Gupta. She has more than 25 years of experience in working at the corporate and social sector. The brand aims to tackle health and wellness issues by people in the corporate and social sector. They brand would ease the struggles of the employees in maintaining a healthy lifestyle. It plans to provide him with easily implementable tips to tools to have a healthy life in the day scenario.

Founder Mrs. Shalini S. Gupta. PhD in corporate planning from IIM Ahmedabad

Brand Ideaology: • • • • • •

To imbibe the aspects of social justice, service and humanity into their treatment of wellness and healthcare. Most of the illness can be tackled through lifestyle changes. Physical and mental health can be protected and restored with small proactive changes. Creating a paradigm shift in the focus from curative to preventive. Give a wholesome experience of wellbeing and good health. Engagement of the entire family in the journey to wellness.

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Brand Mission Statement This corporate wellness brand that plans to create healthy lives for all the people working at corporate offices by helping them small lifestyle changes. These lifestyle changes and the judgment to make healthy choices in life is going to effect their long term goals. It assists and directs an individual to tackle most of the health problems with small proactive changes. It also believes in providing a multi dimensional well being and not just pertaining to physical aspects of health. It focuses on complete engagement which include the worker , his family and closed ones.

Brand Vision Statement

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The brand plans to be a leading provider of corporate healthcare and wellness in India and abroad. It also aspires to become a complete green enterprise working on organic remedies over other methods.

Brand Stakeholders Special Assistants Other Workers India House Path Lab

Volunteers Brand Workers

Dieticians Doctors

Founders Consultants

Corporate workers

Families

Spouses

Company doctors

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Collaborated companies

Their clients

What is Corporate Wellness? Corporate wellness programs are designed to nurture wellness in workers, regardless of the work environment. Corporate Wellness programs could be found in factories, corporate offices, large corporations, and small corporations alike.

The idea for these Corporate Wellness programs stemmed from several different experiences, decades ago. Not only did companies want to reduce healthcare expenses they were compensating for employees, but many forward thinking companies wanted to make the work space a more inviting and relaxing environment for their employees as well. Corporate Wellness programs have evolved from offering exercise equipment on site for staff members to utilize, to offering heart healthy choices in the cafeteria, to even having available, a real individuals to talk with about healthcare needs.

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None of these things are a substitute for routine medical checkups, but Corporate Wellness programs are designed to make medical treatment and medication for employees less needed.

Why is Corporate Wellness important? Studies have shown that nearly 50% of an organization’s profits are consumed by employee health care costs and a ‘high risk’ employee can cost an organization almost $3,000 more per year than their ‘low risk’ colleagues. In addition, ‘high risk’ employees are shown to be 18% less productive, which adds up to 7 hours per week or 2 months per year in lost productivity.

medical costs fall by about

$3.27

for every dollar spent on wellness programs absentee days fall by about

$2.73

for every dollar spent on wellness programs

Corporate Wellness Programs can reduce

Medical costs by

28% 26%

Workers Compensations by

30%

Sick leaves by

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While changing behavior is solely on employees, employers have a tremendous opportunity to help their employees see the value of adopting healthier behaviors so that they can live healthier lives.

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Additional Benifits from implementing Corporate Wellness Programs –

Attracting talented workers

–

Reducing absenteeism

–

Improving on-the-job utilization

–

Improving employee morale

–

Reducing turnover

–

Improved disease management

State of health and wellness in India The World Health Organization report entitled “Preventing Chronic Diseases, a vital investment” points out that at the moment four out of five chronic disease related deaths happen in the low and middle income countries. It also highlights the fact that people in these countries tend to develop the chronic diseases at younger ages and suffer for a longer period and die sooner in comparison with their counterparts from the developed world.

The role of the private sector in India in prevention of chronic diseases is of paramount importance at this moment. India’s total health care expenses as % of its GDP is much lower than the world average of around 9%. In a country like India, the two fundamental aspects of a household’s consumption associated with chronic diseases are: • Direct spending on availing treatment on one hand and on goods like alcohol and tobacco on the other, which are primarily responsible for poor health.

• Ability to keep consumption levels constant in the face of “health shocks” from disease.

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Health and Wellness trends in India 2015 Increasing health consciousness drives growth in health and wellness beverages: HW beverages continued to ride on the growing wave of health consciousness that manifested itself over the review period. Health consciousness and awareness among consumers was driven further by manufacturersâ&#x20AC;&#x2122; marketing campaigns and increased availability of HW beverages in retail stores. Consumer lifestyles and changing attitudes remain the key contributors

With fast-paced lifestyles, consumers started to rely more on dietary supplements to meet daily nutritional requirements. This trend also encouraged consumers to seek out health and wellness beverages. Growing health consciousness was also reflected in the increased preference for exercising, yoga and gyms over the last few years of the 2009-2014 review period.

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Multinationals maintain lead in health and wellness beverages

Multinationals especially GlaxoSmithKline Consumer Healthcare, Coca-Cola India and PepsiCo India Holdings continued to have a strong foothold in health and wellness beverages due to their long-established presence. However, domestic companies including Dabur India and Parle Bisleri Ltd started to expand their HW portfolio and gave some competition to multinationals over the review period.

Traditional retail remains dominant while modern retail continues to expand Modern retailersâ&#x20AC;&#x2122; contribution increases further while traditional grocers remain the dominant channel mainly for fortified/ functional hot drinks. In addition, modern retail stores such as supermarkets and hypermarkets, which are frequented more by urban consumers, started to give more shelf space to health and wellness products. Health and wellness value sales are likely to grow further

Rising disposable incomes and changed and changing consumer outlooks will play an important role in driving the growth of health and wellness products over the forecast period. The increased acceptance of health and wellness products will drive manufacturers to introduce new products and also expand distribution smaller cities and towns.

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Framework for corporate wellness programs Based on an analysis of organizational experience in designing & implementing employee wellness programmes across various countries, preventing chronic disease requires a strategy that starts with gold standards for structuring and measuring success. There are four elements in this strategy: Leadership, Culture, People and Process

Leadership

Culture

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People

Process

Promote active leadership of senior management in wellness initiatives

Align wellness goals with business strategy Create a supportive environment and culture focused on wellness Target interventions based on unique characteristics of employee popultion Offer incentives to encourage participation and better outcomes Use targeted and ongoing mass communication Collaborate with external parties through public-private partnerships.

Case Study 1: True Worth Wellness Truworth Wellness is built with values of honesty, integrity, and commitment. A commitment to make meaningful, sustainable wellness changes in the lives of the people we touch, by understanding their unique lifestyles, needs and wants. We assess areas where they need help and guide them on their wellness journey by providing the needed resources and advisory through a medium of their choice at a time and place of their convenience.

Address: U & I Corporate Centre, ECHELON, Plot No. 47, Sector 32, Gurgaon - 122001 (Haryana)

They offer a practical, comprehensive, and well-integrated platform that includes an array of tools, programs, and activities guaranteed to benefit employers, employees, their families, and even their friends. Our finely structured, customized plans focus on the 3 essential elements of wellnessPhysical: Personal health assessment (PHA) or health risk assessment (HRA), nutritional guidance, diet coaching, exercise coaching, interactive sessions Mental: Personal guidance, psychological counseling, stress management programs Social: Relationship counseling, yoga and meditation sessions

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Condition and Disease management

Launch of Wellness Awareness Program

Launch of Online Wellness Awareness Program

2 Launch of Onsite Wellness Program

Wellness Engagement Module & Mobile App

Know Your Health vitals

How it works

4 7 Nutrionist/ health/stress consultant

Know Your Health score

5 6 Launch of Annual Wellness Calendar

Personalised & Wellness report

At Truworth Wellness, they commit to bring that change in the lives of everyone we touch - from illness to wellness, from wishing to doing, from planning to executing and from hoping to actually being healthy.

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By integrating the high-tech and high-touch, conventional wisdom with modern medicine, holistic wellness with gamification, emerging behavioral models with adaptive technologies they create engaging and effective consumer experiences.

Case Study 2: Keas Keas is dedicated to helping employers reduce health costs by reducing population health risks and encouraging smarter buying choices in healthcare. With over 70% of preventable healthcare spend wasted today, Keas leverages cutting-edge technologies in data science and behavioral economics to change behavior and slash waste, once and for all.

Keas has a different programs which provide different solutions required by different sections of the corporate. eg. Programs for HR and Benefit Executives to drive health outcomes. Programs for Chief Financial Officers to slash healthcare costs Programs for Chief Executive Officers to focus on employee health impacts

Address: 625 Market Street, San Francisco, CA 94105

Kea birds are known for their intelligence. Like Keas users, they work together to achieve their objectives.

Their products range as below:

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Keas Health Hub: Keas Health HubTM, the health management platform, powers Keas+ for employees and KeasInsights for employers. Health Hub tackles the employer healthcare spending crisis by streamlining health benefits and recommending benefits and personalized health programs for members with the SmartHealth Engine.

Keas + : A personalized & flexible health engagement solution. Keas+ is a flexible, cross-channel health management solution designed to engage employees in evidence-based health behaviors that have been shown to reduce costs.

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• • • • •

Personalized benefits recommendations Social community for health engagement Gamified health challenges, quests & more Integrated health & wellness coaching Incentives & progress tracking

Keas Insights : Keas helps you measure and manage health performance and outcomes. Before you change population-wide behaviors to save costs, you must first understand your population. Keas Insights is a powerful analytics tool enabling employers to see a holistic view of benefits utilization and risk segments.

How to have an effective wellness program Employees need to know the program exists: A lot of the employees don’t know if there is a wellness program running in the company or not. A recent RAND Corporation study found that while 85 percent of U.S. employers with 1,000 employees or more offered some form of wellness program, only 60 percent of employees at these companies were even aware that the program existed. Furthermore, of this 60 percent who knew that a wellness program was an option, only 40 percent actually participated in it.

Motivate with carrots, not sticks:

When it comes to wellness programs, people prefer positive incentives. The analogy of carrots and sticks is used frequently to describe this phenomenon: While some employers motivate with incentives (i.e., the dangling carrot), other wellness initiatives motivate with the stick, and penalize employees for failing to live up to certain health requirements. •

Institute policies that reward employees for participating in healthy behaviors, like exercising and not smoking

•

Reframe your wellness initiatives so that they are there to help your employees foster good behaviors, rather than punishing them for bad ones

•

Create programs to help employees who may be struggling with implementing these healthy behaviors, such as one to help your workers quit smoking

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Make sure the wellness programs does not shift the cost onto workers, instead of “saving” money: Employees hate it, and punishing employees for poor health habits is less than effective. While it may seem like it’s saving you money, the reality is that many of these types of wellness programs are simply shifting the cost from the employer to the employee. • • •

Focus on offering programs to help your employees become healthier—rather than simply charging for unhealthy behaviors Work with your employees to help them develop healthy habits

Don’t just shift the healthcare costs onto your employees; it’s not only unfair, it can also be discriminatory.

Do not just focus on physical wellbeing in the wellness programs:

Wellness is so much more than just the physical. Unfortunately, many wellness programs seem focused on physical health alone. Depression and stress have huge effects on the overall wellness of employees, and can hurt productivity and employee output as well, costing a business money. •

Focus on wellbeing beyond the physical—it can lead to happier, healthier employees

•

Include access to counseling services, should your employees be suffering from emotional upheaval, stress, or a mental illness such as depression. Wellness is about more than weight—so approach healthy weight loss as a positive side effect, rather than the main goal

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•

Consider offering your employees access to relaxation tools, such as meditation or yoga classes—maybe partner with a local studio, or bring in a yoga instructor for weekly lunchtime yoga sessions in the office.

Stage 2

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Brainstorming about the brand name: After a couple of brainstorming to find insights about the brand and come up with a brand name, there are a few highlighted words and sentences which were taken forward as design cues and direction for naming the brand.

Brand Name Propositions Awell

Hale

The name awell is invented keeping in mind complete wellness in all dimensions. Awell is derived from all well, or when we informally converse we often ask â&#x20AC;&#x153;all well?â&#x20AC;? So taking that perspective into play and also working with the lines of the brand focusing on a wholesome wellness in all levels awell was created.

The name hale is the Old English version of healthy, and the Scottish and northern also English version of whole. The world hale was proposed also keeping in mind the same brand ideologies where they talk about wholesome health and well being.

Nudge

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The name nudge is proposed keeping in mind how the brand works in small changes in lifestyle to prevent and tackle most of the health issues and problem. It also focuses on giving a direction, thus using it in a way to direct the users to a better and a healthy living.

Nudge A corporate wellness brand which focuses on a imbibing small lifestyle changes to improve your health and wellbeing for a better future. It believes in an efficient and a gradual approach such that it can create maximum engagement from its users.

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Nudge brand activities Nudge as a brand has various activities which it uses to create an effective wellness program for a company. Nudge as a brand can be approached by companies and Employers alike. It can also approach any potential clients or companies. It usually approaches through the following methods Emails Telephonic Conversations Word of Mouth Advertisements Walk ins

Nudge has another set of activities which help the brand function well: Collaborations with other health and wellness brands Collaboration with special doctors and health assistants. Collaboration with NGOâ&#x20AC;&#x2122;s and agencies to spread the word of the brand and help them in the process

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The activities that Nudge provides to their clients:

Workshops Medical Assessments and Assistance Yoga Sessions Web and mobile app assistance

Users

Nudge as a brand focuses on corporate workers and their families and believe in a complete engagement of an individual and his/her closed ones when it comes to wellness.

Brand USP We believe in a fun and healthy living. We try to bring small changes in your daily lives to get you healthy. We try not to tackle the problem by using modern medical methods. We believe in maximum engagement and a collective approach, so we would like to include you and your family to our wellness programs. We treat you in an eco friendly and easy way.

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Nudge sets up enquiry and help kiosks, which give you your weekly medical assesments and help you out with any questions about your health and wellness. You can collect nudge goodies and products from these kiosks.

Nudge sets up juice centres which provide healthy cold press juices and fresh fruits every day.

Nudge functioning in a corporate

You can browse through Nudge health plans and get your daily health reviews and updates in the Nudge website

You can downlaod the Nudge App and get the latest health and wellness trends and check your health assesments and feedbacks

Workshop Activities Nudge puts up health and motivational posters and workshop reminders on softboards.

Presentations Talks Standing Yoga Team Building Exercizes One- On- One Consultations Food And Breverages Client Dedicated Location

Occasional music

Change the cafeteria outlook

Set up juice machines

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Level 1

approaches

Promote the Mobile Application

Probable Workshop Participants

Client

Medical Assesments

FEEDBACK

Workshop

goes on for a week

nudge starts the brand activity by making small changes in the office environment

Level 2

nudge

Change the Environmental Graphics

Excite about the workshop

Venue Selection

Level 3

approaches

Client

nudge

Incentives and progress tracking

Healthy lifestyle options

Social community for health engagement

Personalised beneďŹ t recommendations

Evidence based health behaviour

Website & Mobile App Framework

nudge

Nudge working flow

Nudge Brand Collaboration propositions Juicero cold pressure juicers: These fresh juices work on a farm-to-glass philosophy which has certified organic fruits and vegetables harvested from select farm partners and prepped to make the perfect glass of cold-pressed juice.

Wellness studios and cafes: Wellness studios are studios which provide plant based meals and attract people who believe in a healthy living. These cafes provide fresh juices, salads, etc

Wellness with sound:

Healing and rejuvenation can be done using sound. Various sound baths are coming up to provide wellness and good health. eg. Mind travel by Murray Hiddary, House of Intuition.

Indoor Planting:

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Planting plants is another aspect that can be taken at hand when we think of growth and wellness.

Understanding a nudge To understand what a nudge actually is and it context to its surroundings I did some research on Nudge Theory, Nudge theory (or Nudge) is a concept in behavioral science, political theory and economics which argues that positive reinforcement and indirect suggestions to try to achieve non-forced compliance can influence the motives, incentives and decision making of groups and individuals, at least as effectively – if not more effectively – than direct instruction, legislation, or enforcement.

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“A nudge, as we will use the term, is any aspect of the choice architecture that alters people’s behavior in a predictable way without forbidding any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not.”

Visual Representation of a nudge

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Other Wellness identities

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Corporate Wellness companies in India

Identities with nudge as a brand name

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How would nudge as a brand look like

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Nudge as a brand has a very jovial image, it focuses on bringing a smooth change and also shows movement. It doesnâ&#x20AC;&#x2122;t believe in sophistication and works more like a friendly assistant when working.

Stage 3

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Questionnaire to find visual directions An online questionnaire was created and circulated to find visual directions to the perception of health and wellness according to people.

Which amongst these look healthy to you?

HEALTHY

healthy

Healthy

healthy

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Which amongst these apple would you eat first?

Which amongst these pictures give you a feeling of smoothness ?

Picture to show breeze

Picture to show ripple

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Picture to show trickling water

Analysis of the questionnaire

Healthiest word

Close contenders

HEALTHY

Healthy

healthy

Possible reasons for considering it to be healthy as a word Rounded and large bowl

short extenders and fairly wide body

terminals end earlier Large x- height

Quicksand Quicksand is an open sans serif font designed by Andrew Paglinawan in the year 2009. It is a display sand serif font.

Quicksand Quicksand Quicksand Quicksand

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No thinning when curved strokes meet stem

COMPLETE WHOLESOME CURVY

Analysis of the questionnaire

The apple to be eaten first The reason for selecting this apple from the other 3 apples was because

More clarity of the product Lesser distraction of space A comparable shape with respect to the product

Using the circle as a background

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The circle is a universal symbol with extensive meaning. It represents the notions of totality, wholeness, original perfection, the Self, the infinite, eternity, timelessness, all cyclic movement.

Because of the innate harmony associated with the shape, circles are easy to use as a background pattern. They create a sense of flow and calmness. Circular backgrounds can also help bring focus to the elements they surround, such as an icon that lives within a circle.

Analysis of the questionnaire

A smooth ripple

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The Ripple Effect is based on the understanding that we are all connected. These connections stretch like an incredibly interwoven and complicated tapestry. Everything we do and think affects the people in our lives and their reactions in turn affect others. The choices you make have far-reaching consequences.

ENGAGEMENT CAUSE AND EFFECT A SMOOTH TRAVEL

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Digital Explorations Concept 1: The concept behind this exploration is to show the importance of self initiation to ones own health. The circles of the finger print is used to show the growth or cause and effect.

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Ripple

Finger print

Heart

Concept 2: The concept behind this exploration is an individualâ&#x20AC;&#x2122;s strive to good health. The exploration shows how one is responsible for the health and wellbeing of oneself and his fellow beings.

An interested individual

An eco-friendly way to a good health

A circle to denote completeness

holding hands to show engagement

nudge

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Gotham Bold

nudge

Concept 3: The next few explorations are made using the hand gestures to show nudge, basically by a slight push.

NUDGE

A slight push

Adding a background to show the depth

NUDGE

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Gotham Bold

NUDGE

Adding the type

Concept 4: The concept behind this exploration is to show the hand nudging a heart, the tie shows the corporate sector which the brand caters to. The sway in the tie shows the effect of the nudge.

nudge

nudge Quicksand Bold

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Concept 5: The next few explorations are made using the hand gestures to show nudge, by a poke.

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nudge

Interchanging the letter â&#x20AC;&#x2DC;dâ&#x20AC;&#x2122; with the finger which indicates poking

Concept 6: The concept behind this exploration is to show the hand in the action of â&#x20AC;&#x2DC; to pokeâ&#x20AC;&#x2122; and in the process the index finger and the thumb creates a negative space which is replaced by a heart and thus a healthy poke.

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Concept 7: The concept behind this exploration is to use the aspect of pause in ones life and how one should stop once in a while in a pacey world for a healthy living and make the right choices for oneself.

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I wanted to use lines to show the pace of things and breaks in the line to show pauses. The heart was used to show a healthy pause.

The circle was to showthe cycle of life.

Stage 4

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Refinement of the Explorations

Symbol refinement Concept 7 was selected and further refined to the final form.

K e e p i n g a c i rc l e i n th e b a c k gro u n d th e l i n e s we re c re ate d to a p pe ar a s a c i r l c l e.

Th e c irc l e b e i n g re p re s e nte d w i th li n e s

A color d iffe re n c i ati o n wa s s ug g e s te d to e n h a n ce th e im p or t a n ce o f a h e a l thy p a u se

Th e h e a r t wa s to b e sh ow n th ro ug h th e g a p s a s a h e a l thy p a u se.

Th e i n n e r l i n e s we re m ad e c ur v y to s h ow a s of t n ature of th e m

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A g a p s we re re move d a n d l i n e s w i th a th i n n e r l i n e w i d th was u se d b e c a u se th e g a p s a re co e xi ste nt w i th yo u r e ve r yd ay l i fe

Th e g aps i n th e l i n e s s h ow th e h e ar t

Choosing a background for the symbol The concept behind this idea is to show the cause of a nudge in a shape, here selecting a circle.

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S e l e c te d s h a pe w h ic h sh ow s a 45 de gre e pin c h to t h e sh a p e dire c tin g it u pwa rd s

Putting the symbol on the background

Th e s e l i n e s a p p e a r ve r y m e c h a n i c a l a n d d o e s nâ&#x20AC;&#x2122;t g o w i t h t h e b ra n d ideology

E x p l o rat i o n s to m a k e t h e l i n e s l e s s u n i fo r m a n d m e c h a n i c a l.

Th e c ha n g e i n p a ce i s a l s o s h ow n gra d u a l l y by c h a n gi n g t h e s h a p e.

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A m o re h a n d d raw n a lter n at i ve wa s c reate d to re p l a ce t h e s t ra i g ht l i n e.

Final Refinements

The symbol was thus created using the non u nifor m lines and showing gradual change in line width

The gra du a l cha nge in line width wa s a lrea dy show ing a nudge in the sha p e a nd the back grou nd wa s not b eing cohes ive w ith the rest of the for m, a nd look ed more lik e a n er ror

G oing b a ck to the ci rcle

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The final symbol sha p e was thus created.

Choosing the Type S erif S a ns S eri f S cript D ecora tive Grotesque Hu manist S qua re Geomet r i c

Th e s e a re b a s e d o n t h e p ro p o r t i o n s o f R o m a n in s cr i p t i o n a l le t te r s. Fre qu e nt ly, co nt ra s t i n s t ro k e we ig ht i s re a d i ly a p p a re nt. Typ o gra p h i c e x p er t s c l a i m t h at t h e s e a re t h e m o s t le gi b le a n d m o s t e a s i l y re a d o f t h e s a n s s e r i f t yp e f a ce s. H u m a n i s t i c s a n s s er i f t y p e fa ce s a ls o c lo s e ly m atc h t h e d e s i gn c h a ra c te r i s t i c s a n d p ro p o r t i o n s o f s e r i f t yp e s, o f te n w i t h a s t ro n g ca l l igra p h i c i n fl u e n ce. H a n d w r i t ten: t h e y we re b a s e d o n t h e h a n d w r i t i n g o f t h e m e d i e va l s c r i b e s o f I t a ly O rga nic : s o f t ly ro u n d e d, w i t h re a s o n a b l y s t ro n g ca l l igra p h i c s h a p e s

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Type explorations Calibri Regular ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz

nu dge