Graduation Project. COMMUNICATING VISUALS MCCANN WORLDGROUP | BATCH 2017 - 2021 DINKLE THAKKAR | BD/17/1065
TABLE OF CONTENTS
1. ABOUT McCann WorldGroup
2. INTRODUCTION • Executive Summary • Statement of Problem
3. PROJECT 1 LT FOODS Rebranding and Visual Identity Creation
4. PROJECT 2 TIMES POWER OF PRINT Poster for print advertisement brief
5. PROJECT 3 THE HAWKER'S CALL Illustration Style Development
6. LEARNINGS
12-17
18-21
MCCANN WORLDGROUP
"TRUTH WELL TOLD" McCann is a design and digital company that creates thought-provoking work for global brands across Advertising, Digital Marketing, and Branding & Communications. McCann has created some of the most iconic advertising campaigns of the last century. The McCann Worldgroup network provides strategic and creative services that help their brands play a meaningful role in people’s lives and build their businesses.
Areas of work • BUILDING MEANINGFUL BRANDS • ADVERTISING & MARKETING • STRATEGY & CREATIVE • INTEGRATED PRODUCTION • CONTENT CREATION & ACTIVATION • EXPERIENCE & INTERACTIVE DESIGN • DIGITAL MARKETING
Brands • COCA-COLA • DAWAT • BMGF • NESCAFE • L'OREAL • HARPIC • SAFFOLA • TVS • IDFC BANK • MASTERCARD • INCREDIBLE INDIA
• LUFTANSA • PAYTM • MICROSOFT • MAHARASHTRA DYSLEXIA ASSOCIATION • IKEA • NSDC-SKILL INDIA • AO SMITH
Global Offices • AFRICA • ASIA PACIFIC • EUROPE • LATIN AMERICA • MIDDLE EAST • NORTH AMERICA
ABSTRACT
The rebranding and identity creation of Lt Foods is an ongoing project. I was lucky to have been a part of the project in its initial and root stages through the brainstorming and conceptualization. It was a challenging and intensive experience as the brand had already been into existence since the past 60+ years. Along this journey the brand had created a impact on the global food segment of the industry and had grown from a family business to a leading rice producer globally. The journey of Lt Foods kept me inspired and motivated throughout this process of building better visuals to communicate their morals to the target segment. The shift in its vision and focus on expansion has no boundaries and is beyond construction of a logo, type-face and a colour palette for the brand. It is a big step for LT as well as McCann because as necessary the changes are, it also invites an element of risk. I am glad to have a team of specialised and experienced professionals working along with me who helped me decode every brief into a new opportunity for growth. The problem statement for my projects has mostly been a lack of alignment and justification between the brand communication and the graphic identity. My task was to maintain the same vocabulary across the brand identity and its projects so that the customer does not deviate from the subject of the matter. Advertising simplified is all about communication. An idea opens up tremendous doors when presented and discussed with a group of people. Everyone brings something unique to the table and advertising knows bounds and it’s impact can be beyond imagination. Thus using this opportunity to explore and research across all mediums the best possibilities for the required client requirement.
PROJECT BIFURCATION
1.
2.
3.
LT FOODS
TIMES POWER OF PRINT
HAWKERS CALL
Rebranding & Visual Identity Design
Poster & Print Ad
BRAND STUDY
DESIGN BRIEF
REBRANDING
PRINT AD
DESIGN RESEARCH
COMPETITION ENTRY
GRAPHIC DESIGN VISUAL IDENTITY DEVELOPMENT
CONTENT CREATION
Illustration Style Development
ILLUSTRATION & VISUALS POSTER / DIGITAL ADVERTS AWARENESS CAMPAIGN AWARD ENTRY
Project 1
LT FOODS: BRANDSTUDY AND REBRANDING
LT FOODS: OVERVIEW
Tomorrow’s Dreams, Pursued Today.
The future we want is made in the present. Many of today’s dreams go on to shape tomorrow’s world. At LT Foods, our dream is to become a global Speciality food company, and we pursue this goal with single-minded conviction and concerted efforts bent towards maximising tomorrow’s returns through open practices and a sustainable business model. Today, LT Foods is one of the few global companies that oversees the harvesting, milling, processing and distribution of our foods. We take pride in knowing where each grain of our rice comes from. DELIVERING QUALITY FROM FARM TO FORK FOR NEARLY THREE QUARTERS OF A CENTURY.
1. PROJECT BRIEF & DELIVERABLES • Project Brief • Project Deliverables
2. BRAND STUDY • Brand Profile and Research, Competitors • Reach, Sub brands, Market Positioning, CSR
4. ATTEMPT 1
3. WHY REBRANDING
• Mindmapping and Concept • Logo Development & Concept Presentation
5. CLIENT FEEDBACK • Approved Concepts and Improvements Needed • Rejected Ideas and Change in Approach
7. NEW BRAND LANGUAGE • Brand Identity Stylescape • Look and Feel, Final Deliverables
The need for rebranding, Problem Area, Area of Improvement, Introducing New Vision
6. ATTEMPT 2 • Rectification and Changes Made • New Approach and Visual Identity for the Brand
LT FOODS: PROJECT BRIEF & DELIVERABLES LT FOODS- A Global Speciality Food Company, serving the best quality harvest since 1950 has observed a need to recreate their visual identity with the help of rebranding. This is major step for them to establish their repositioning and building of a premium image in the worldwide food market.
Objective: Rebranding of LT foods with an appealing and modern visual identity to stay relevant in the market. Also establish a global and premium reputation and image building through it's look and feel.
Deliverables and Specifications: • Concept and Approach • Look and Feel of the Identity • Logo Development and Derivation • Color Palette and Typography • Brand Identity Stylescape • Mockups and Versatile Uses
Keywords
Concept Breakdown
Logo Sketching
Ideation
Vectorization
Logo Explorations
Color Story
Logo Variants
Typography
Mockups
Brand Style Guide
Tonality: Look and Feel
LT FOODS: BRAND STUDY
WHO ARE WE: A basmati rice company
GLOBAL PRESENCE
WHAT WE DO: Global supplier of consumer foods
STRATEGIC GOAL
WHAT DEFINES US
MARKET SEGMENT
DRIVE, VISION, MISSION
COMPETITIVE ANALYSIS
PROFILE & PRODUCTS
CURRENT POSITIONING STATEMENT
PILLARS OF LT'S GROWTH
FUTURE GOALS AND POSITIONING
VALUE PROPOSITION:
VOICE OF THE BRAND
NEW GROWTH ENGINES
APPROACH
LT FOODS: BRAND STUDY THOUGHTS ON CURRENT LOGO
LT FOODS: WHY REBRANDING
PROBLEMS WITH THE CURRENT LOGO:
• Outdated and Imbalanced • Lacks Global Appeal REPOSITIONING
GLOBAL REACH
IMPROVING REPUTATION
• Not premium and modern • Not diverse and inclusive • Lacks Brand Vision • Weak against competitors
" REBRANDING IS NOT THE SAME AS A NAME CHANGE, REDESIGN, OR NEW LOGO. "
LT FOODS: WHY REBRANDING
POINTERS ON REDESIGNING: • Show an uprage in design identity along with maintaining it's ethnicity and hertiage aspect. • The new logo should still connect and resemble LT FOODS to the consumer and audience. • Maintain the color tones to limit the extent of change, variations in shades and tints is acceptable. • Existing trust and loyalty of the brand image in the industry should not be compromised. • Detailed and deep understanding of the brand story and morals, which should reflect the design process. • Explore new elements that connect and represent in a more accurate, modern and global means.
REBRANDING
=
BRANDING
+
REDESIGNING
LT FOODS: ATTEMPT 1
CLIENT PRESENTATION The initial step was to recognize the appeal of the brand and how it speaks for itself. By looking at the logo and it's color scheme, we jot down the relative and resembling terms for further development. The words depict the visual that will ultimately take the form of an identity. To add to the vision of LT Foods, we make sure to stay true to its core values and components linked with the brand. These words further will be developed into concepts. Mindmapping will let us explore the various possibilities and scope of elements that can be used. It starts with a direct breakdown of keywords, and gradually using resemblance and symbolism to strengthn the message of the visual. The following images showcase our process, and what we presented to the client. This was a brief attempt to understand the direction of work by ensuring the approach is what the client beliefs and wants. The process of this presentation helped us obtain the client’s view, and perspective by hearing their feedback and viewpoints.
CLIENT’S SAY Aftrer presenting the following ideas and concepts in brief, our idea was to understand the area of interest and direction that works for the brand. Out of our few concepts, some got a positive feedback and needed more work in the same direction. The concept and elements spoke to the client, but they felt a need to explore more and develop a yet modern and authentic identity. • • • •
The circled logo’s are the concepts the client is interested in, and wants to see more exploration. Typrographic explorations and logo’s are a BIG NO from the stakeholders end. The brand wants to see a container logo variation and believes that would be optimal for it’s developing identity. The color scheme to remain in the same palette, except for change of shades and tints.
LT FOODS: CLIENT FEEDBACK
LT FOODS: ATTEMPT 2
LT FOODS: ATTEMPT 2
BEST 3 CONCEPTS PRESENTED: Taking the key learnings forward, attempt 2 was all about using the kind of elements and concepts that the client had approved. The previous image shows the various possibilities explored using the concept further and experimenting with the composition style. Eliminating the components that give a traditional and local feel, we had moved more towards geometric, simplified, minimal and progressive style for the brand. • The aim was to make LT a premium & global looking brand in the worldwide food consumer industry. • Use of the original, organic color palette for final deliverables- shades of yellow and tones of color green. • The logo shall make LT Foods stand out from it’s competitor brand, and establish itself as a leading, quality grain company. • The logo’s have been more inclusive and versatile, so as to have a more practical and diverse useability and acceptance globally.
LT FOODS: ATTEMPT 2
LT FOODS: ATTEMPT 2
BRAND GUIDELINES
Project 2
TIMES POWER OF PRINT
THE BRIEF While the world now knows the need, importance and necessity of the mask, its usage is still very limited to one purpose – i.e. to safeguard ‘ME’ from the deathly Corona virus. Croma with this initiative wants to change the narration of this very need, and get people to view this from a different lens altogether Primary Objective: From wearing a mask to protects me - To, A mask is essential to protect the world from me • At an emotional level, deliver the message “I do not have the right to put anyone else’s life at risk” Secondary Objective: • Position Croma as a retail brand that is customer centric, safe and follows high standards of customer consciousness Key Message: • A mask is not a medium to protect you from the world; it is in fact a device that protects your loved ones and the world from you
APPROACH Inspiration
Keywords
• Realistic/ illustrative
• Words that pop up on
• Focus on composition
reading the brief
• Concept showcase- direct/
• Typography/ showcase
methaphorical
Design Elements
BRIEF BREAKDOWN
• Tagline, quote
Color Palette
• Background should compliment the
• In sync with the brief and
idea and main element
brands organising
• Subtly visible
• Simple and strong colors
• Highlight through use of elements
• Focus through colors
APPROACH 1. BRIEF BREAKDOWN
4. CONCEPT DEVELOPMENT
5. STORYBOARDING
7. TYPEFACE & COLOR STORY
2. INSPIRATION
3. BRAINSTORMING
6. CONCEPT VISUALIZATION
TEAM ENTRY
TEAM ENTRY
NORTH ZONE WINNERS KARN SINGH & SATYAM PATEL MCCANN WORLDGROUP
Project 3
HAWKERS CALL: ILLUSTRATIONS
PROJECT BRIEF During the lockdown, the task of spreading information had to be quicker than the virus. Due to fear of infection, conventional media like newspapers had been compromised and people in the remotest parts of affected states didn't have access to safety information. INSIGHT: In India, there is a unique tradition followed by vegetable vendors. While they display their vegetables on the hawkers, they always announce their arrival and advertise their produce in an unusually loud and dear sing song call. As a result, people are accustommed to hearing and responding to these calls twice a day, every day. OPPORTUNITY: During the lockdown, the task of spreading information had to be quicker than the virus. With rapid speed across certain states, BMGF wanted to reach the large population living in the remotest areas of these states. Due to fear of infection, conventional media like newspaers had been compromised, but the hawker's calls provided a safe channel to deliver lifesaving information.
IDEA: We partenered with major vegetable vendor associations across states and with their cooporation embedded sanitization and safety protocols in every hawker's call. Using the hawkers call to deliver sanitization and safety protocols in a safe, clear and memorable way twice a day. DELIVERY: In the age of social media, we used a unique Indian tradition followed by Indian vendors to spread livesaving information, organically through word of mouth.
INITIAL ILLUSTRATIONS
A set of illustrative icons had already been developed to get a complete look and feel on the campaign. Gradually when the whole campaign started falling into place, there comes the realisation of a change of tone of voice of the narratives and the design illustration style. Thus we decided to experiment with colors and form, right type of line drawing, the shape of the objects and figures, all as to make it more relateable and complimenting to our campaign's language of communication. Also we represnt the local, common man and everyday life, thus it is equally necessary that our illustration style resembles that on it's own look and feel. The icon set remains constant as those are the necessary covid protocols the campaign will emphasize on.
APPROACH
Illustrative
Indian
• Face expression can be simplified and changed
• Indian elements to add a
• Focus on realistic human
• Detail on aspects of Indian
illustration
Design Elements
sense of attachment
SCOPE
people
Color Palette
• Add lines to show realistic
• Warm palette
• Fluidity and curves
• Skin tone wheat-ish
• Avoid modern / geometric
• Indian & contrasting Making a statement
NEW ILLUSTRATION SET
Simple lines used, impactful and delivering face expressions
Background to not overpower but compliment the action figure
Skin tone and face shape are realistic
Tied hair, Turban, Moustache, Rings, Bindi, Bangles, Jewelery, Head cap
Indian yet simplified, identical yet not very detailed or complicated
FINAL DELIVERABLES
Learning: Decoding the brand language from its look & feel, product segment, to delivering a new appealing and appropriate visual language, it has been an intensive study of the brand proposition and the target segment it caters to. Revolutionizing the global consumer food market, it has been very intersting and challenging to come up with the right amount of modern and contemporary look and feel for the brand. I have tried to establish an uniformity in the design language and its implications, to create a strong iconic memory and resemblance in the mind of the consumers.
Learning:
Print is a very powerful source of communication. In the digital world today, this exercise made me realise the reach and power of print posters and how they are a medium of communication that caters to a large established customer base audience of almost all age groups.
Learning: Small changes and iterations make a huge change in the tone of voice. Adding elements required and yet having a simple style that supports the campaign's language of communication.
THANK YOU