Foreword Debut is the selected work of our graduates compiled for the second Graduation Ceremony of D. J. Academy of Design. It is the graduates’ first step into the world and it showcases the wide variety of design projects undertaken from various industries and design studios. D J Academy of Design, which started rather humbly with eight students, has grown in the past seven years. Our vision has always been to give globally comparable design education that is accessible to all. The student intake had been deliberately kept small, so that we can impart a more personalized education and ensure a work culture conducive to creative learning. We aspire to compensate in quality for quantity. At DJAD we train students for an all round growth as individuals, rather than mere career preparation. The learning here makes them develop their full creative potential and be suitable to work for various industries, design studios or set up their own organizations as design entrepreneurs. In a fragmented society, which is a result of over specialization, we give a generalized education, to make them flexible professionals, who can handle with ease different areas of design, adapt to fast changing technologies and be able to work seamlessly in multidisciplinary teams. As Dean of this young and unique institution, I would like to place on record my appreciation to various industries, design studios, design professionals and faculty, who have lent their support in our effort by way of sponsoring projects, offering internships and sharing their knowledge and time with our students. This little book carries with it the blessings and good wishes of mine, all the faculty colleagues and management to all the graduates for their great future endeavors. Prof. S. Balaram Dean, D J Academy of Design, Coimbatore
Contents Foreword 01 COMMUNICATION DESIGN Ann Mathew 04 Jagjot Singh 06 Kshitij Tembe 08 Parimal Parmar 10 Pulak Bhatnagar 12 Ranjeeta Rani Lenka 14 Rupsha Ghosh 16 Siddharth S 18 Varun Manoharan 20 Shillika Chandrasekhar 22 INDUSTRIAL DESIGN Aishwarya Iyrngsr 26 Ashaya Mahabaleshwara 28 Athreya Hariharan 30 Namita Baindoor 32 Neeraja B S 34 Nivedita Gulati 36 Raghav S 38 Rajashree G 40 Sweta Poojari 42 Varshini A 44 Dinesh Kumar 46 Sudha Goli 48 Vishal Gulati 50 Forward 52
Communication Design
Ann Mathew anu90mathew@gmail.com Diploma Project: Kena Promotional Material Client: Kena Design, Bangalore
UG communication design
04
The info-graphics follows the Kena language, considering the scope of representation and public recognition in the market in India and overseas. The objective was to set a standard system, on which the language could also be extended to the next level of promotion. The info- graphics material for the design firm was in a brief summary of the 5 years of successful journey of the studio. The first and foremost part was to understand the vision and mission of the firm, which would help determine the design culture of KENA DESIGN. By understanding, observing and collecting data related to topics which are relevant for the promotion, the final posters were designed. The final outcome was 6 large format info-graphic posters representing both, the mood of the studio and the necessary information. Guide: Kumkum Nadig & Gina Odathuparambil
Project Electives Eleora’s wing is a fairy tale written and illustrated for children. The story is a creation of my imagination and the fairy tales that amused me during my childhood. “When I grow up, I will become” is a folded story book for children which talks about the ambitions of children. This single spread book can also be used as a poster in achild’s room. Developmental Communication
Guide: Jay Menon
One of the posters made as a part of the Passive Smoking Awareness Campaign. The posters boldly say NO to passive smoking by letting you know the harmful effects of the same. Guide: S M Shah
D J A D graduating students ’ w ork 2 0 1 2
Jagjot Singh jagjot@live.com Diploma Project: Insight – A Peek into the World of the Visually Impaired Client: Self Sponsored Film for an NGO, Mitra Jyothi
UG communication design
06
The experience of spending a few months of my life with visually impaired people has truly been enlightening. The film Insight is a culmination of my realizations and observations and a way of sharing the same with everyone else. Insight is a documentary film that explores the world of the visually impaired through their stories, experiences and thoughts. We get to know how different yet similar their lives are to us. Guide: Junuka Deshpande
Moving Images: Parivar: The Story of That’s Y Food A documentary Film that explores the lives of the people, who serve you tasty food at a north Indian restaurant in Coimbatore. The food story is bound together with their personal narratives. Guide: Junuka Deshpande Classroom Project My first individual film Project, ‘Design Is’ is a docu-fiction film about DJ Academy of Design. It was created to give parents and aspiring students a peek of what design education is about, and how it happens at DJAD. Guide: Cinmayee Arakali & Prof S Balaram
D J A D graduating students ’ w ork 2 0 1 2
Kshitij Tembe tembe.mark@gmail.com Diploma Project: Type-Design, Branding, Signage Client: Museum for Tribal Heritage - Bhopal (M.P.)
UG communication design
08
In order to preserve the rich tribal ethos of the state and to project the magnificence of the tribal heritage the Govt. of Madhya Pradesh decided to set up a Tribal Museum in the state capital, Bhopal. Thrust of the design is on creating an environment similar to the tribal ethos enabling the understanding of the intricacies of the tribal life. The ornaments, musical instruments, art forms, festivities and fairs will be displayed in various zones. My task was to design the Identity and signage system for the museum. I also designed a Devnagari typeface for the project. Guide: S M Shah
Publication Design “Aarth” is a sanskrit word which means ‘The Meaning’. The publication is an attempt to define and add another perspective to the word ‘Design’ because I think there can’t be just one satisfactory perspective to define it. This experimental publication contains a collection of definitions for design that I collected over time. The publication is inspired from the traditional Indian manuscripts. Project Electives
Guide: Jay Menon
The film The Bicycle Thief’ by Vittorio DeSica (Ladri di biciclette), is an Italian neo-realist film made in 1948. It tells the story of a poor man searching the streets of Rome for his stolen bicycle which he needs to be able to work. This Project dealt with re-designing of the film title and the posters. Guide: Jay Menon
D J A D graduating students ’ w ork 2 0 1 2
Parimal Parmar pparmar129@yahoo.com
yO g bej
Diploma Project: Devanagari Display Typeface Design Client: WhiteCrow Designs, Mumbai
UG communication design
10
A brief was to study the Devanagari script and to design an indigenous Mono-Linear Devanagari display typeface in two weights. Yaksha is a contemporary mono-linear Devanagari display typeface suitable for use in larger point sizes, headlines, titles, logo type and small amounts of text. It contains two styles – Regular and Bold. The key feature of the font is that it is a combination of straight and curved lines supporting Hindi, Marathi and basic Sanskrit. The font includes basic vowels, consonant, numerals, punctuation, conjuncts, akkhand conjuncts / half letters. The typeface can be expanded to include more glyphs, weights or even scripts. Guide: S M Shah
Visual Brand Identity This class room project aimed at designing the Visual Brand Identity for AMA architectural firm. The client required a symbol and a logotype that would reflect straight lines, pure geometry and structure. A study was that was done on the projects by AMA concluded that there is a certain style that is consistent in all their work that reflected attributes like straight lines, minimalism, non-curvy structures and cubes as signature of their identity. Guide: S M Shah
Project Electives Typographic poster for Bodoni Guide: Jay Menon
D J A D graduating students ’ w ork 2 0 1 2
Pulak Bhatnagar pulak.bhatnagar@gmail.com Diploma Project: “Babies are such a nice way to start people� Client: Turmeric Design, New Delhi
UG communication design
12
The project was to set parameters for the drawings and patterns based on existing research and understanding that suits an age group 2-6 yrs for developing a style of illustration that would be used for the entire collection of products such as apparels, bed linen, stationery and toys. I developed a set of 12 to 15 illustrations of animals, birds and marine creatures. I created 10 to 12 compositions for their application on to a range of products. Guide: Jay Menon
Project Electives The idea behind Reflection was to share with the busy world some ideas and thoughts that are important and essential to understand and follow. These selected essays are put forth classically along with visual puzzles. Every chapter has the middle spread opening up to show the visual puzzle which is related to the core of the chapter. The cover is designed with reflective material instead of printing the title. Guide: Jay Menon Environmental Graphics The brief of the project was to understand the importance of a signage system within an ecosystem, define the design problems and develop a signage system appropriate for the context. I worked on the signage system for the zoo in the Coimbatore. An illustrated approach for the visuals was used for a more friendly and memorable system. Guide: S M Shah
D J A D graduating students ’ w ork 2 0 1 2
Ranjeeta Rani Lenka ranjeeta.lenka@gmail.com Diploma Project: Branding for signage e-commerce Client: ASTONISH.in
UG communication design
14
Name: Ranjeeta Rani Lenka Email id: ranjeeta.lenka@gmail.com Mobile number: +91 9538720718
The project was initiated by Rezonant in building an E-commerce company where a person can buy signage according to his requirement. The brand was named ASTONISH.in where the customer could also customize the designs according to their requirements. My task was to create a visual language, for ASTONISH.in Pvt.Ltd, considering the scope of representation and publicity in the market in India. I had to define the brand philosophy, strategies and identity guidelines to locate them in various possible applications in a standard and scalable system. Guide: Prakash Moorthy
Packaging design Trip condoms provide male and female condoms and our aim was to promote female condom along with the male condom. The P and D together make a form that are opposite to each other which is the character of a male and female. Personality & Charicature
Guide: Apsaran Raja
Rebati is the story of a young innocent girl whose desire for education is placed in the context of a conservative society in a backward village on Orissa hit by the killer epidemic cholera. The story opens a third dimension, when it deals with the silent love relation between Rebati and a school teacher. By displaying a forbidden desire for learning, Rebati, the protagonist invites misfortune on herself and her community. Guide: Prosenjit Ganguly
D J A D graduating students ’ w ork 2 0 1 2
Rupsha Ghosh rupsha.ghosh01@gmail.com Diploma Project: Coffee Table book & a Travel News Magazine
Client: PealiDezine, New Delhi
UG communication design
16
One of my Diploma Projects was to design a prestigious book Amicus Curiae, the centenary history of Khaitan & Co. Solicitors. This book has been written by Aditi Roy Ghatak and published by Rupa & Co. Concept and layout for a monthly travel magazine called Travel News Digest was the second project. Travel News Digest (TND) is India’s oldest and largest network of travel marts reporting on the Indian and global travel and tourism industry. Guide: Jay Menon
Advanced Typography One of the typographic explorations with the letter ‘g’ as dominant element. Developmental Communication
Guide: Jay Menon
In India most parents assume that child sexual abuse does not occur. According to them this cannot be happening to their children since every parent tries their best for their children. But little do they know that such is not the case and the statistic shows that the child sexual abuse is a severe social issue, most of the abusers being their near and dear ones. The project proposes a plan where we bring in interactive medium to help parents learn and understand more about child abuse and the necessary precautions to prevent it. Guide: S M Shah
D J A D graduating students ’ w ork 2 0 1 2
sidbhoomi@gmail.com
Siddharth Sadashiv Diploma Project: Brand Identity for Dim-Cha Cafe & Restaurant Client: Brand Daddies, New Delhi
UG communication design
18
Dim-Cha is derived from Dim Sums and Yum Cha. Dim Sums originated hundreds of years ago in Guang Dong, South China. They grew from a tradition along the ancient Silk Road in China. The term ‘Yum Cha’, meaning to drink tea was the basis for the tea house which started out as quiet rest stops centuries ago and evolved to become lively eating experiments of today. Dim means point and Sum means heart. They are literally put together as ‘point to the heart’, ‘a little bit of heart’ or ‘touch the heart’. For the Chinese, Dim Sum represents happiness as they are small dishes which are enough for eating in just one bite and can be eaten at any time of the day. Guide: S M Shah
Product Graphics The form for this bus graphics for the Bangalore Metropolitan Transport Corporation is derived from the Kannada letter ‘K’ (KA). The color scheme reflects local tradition and culture. Form and Space
Guide: Prof S Balaram
Integration of an object and a letter to create a unified form. Guide: S M Shah
D J A D graduating students ’ w ork 2 0 1 2
Varun Manoharan varunmanoharan@gmail.com Diploma Project: School Report Card Re-design Client: Educational Initiatives, Lemon Design, Pune
UG communication design
20
The end deliverable was to Design a web platform that generates the students performance in form of info graphics. My first priority was to design the report cards in a way that it give a optimistic feel and also make it flexible, so it is generated from the clients end just by entering the data-points. My EI is an interactive platform to enable stakeholders of Educational Initiatives - Students, Parents, Teachers & Schools - to view the performance and results of the students in the tests conducted by EI. The task was to re-design the architecture and graphics for MY EI - An interface for stakeholders of EI (Educational Initiatives) to view a summary of performance and reports. Guide: Prof S Balaram
Branding – Masalvada cafe The name of the cafe is inspired from a South Indian snack item to give it a local feel. The colours used indicate that the brand is refreshing and also suggests food. The form is loud, dynamic and youthful. There is a sense of curiosity as ‘VADA’ is written in the negative form of the logo. Personality & Charicature
Guide: S M Shah
The brief was to select a short story and design one of the characters in it and also create a clay model of the same. The short story I chose was ‘Tell tale heart’ by Edgard Allen Poe and did character design for the old man character from the story. This is the set where the murderer enters the room with a lantern and the old man is scared. Guide: Prosenjit Ganguly
D J A D graduating students ’ w ork 2 0 1 2
Shillika Chandrasekhar shillika@gmail.com Diploma Project: Redesigning the Bronze Gallery, Government Museum, Chennai
PG communication design
22
My project was to redesign the bronze gallery in the government Museum of Madras, keeping Universal Design Principles in mind. I studied the collections, visited museums, exhibits and institutions to understand people’s behaviors in each space before working on a layout, navigation and crowd flow. I came up with ideas for promotional activities for the gallery and the museum and creation of ambience, maximizing the visitor’s personal experience. The task also was to ensure that the museum and gallery were keeping in pace with the modern day society, incorporating digital mediums for communication, QR coding in panels, multiple language options and audio books. Guide: Prof S Balaram & Sumanth Kamath
Project Electives The publication I designed, documented the problems of the existing system of solid waste management from the hotels and mess in DJAD. It also documented what designers around the world had done with the waste. I made a swing, a light table, a mobile stand from the waste found around campus as a conclusion of the publication. Guide: Jay Menon Advanced Typography I worked with Goudy Old Style, an old style classic serif typeface designed by Fredric W. Goudy for the American Type Founders in 1915. I wanted to bring out the grace and balance of Goudy in the posters apart from highlighting the eccentricities of the typeface like the curvilinear ‘g’, the diamond shaped dots of the ‘i’, ‘j’ along with colon and exclamation marks. Guide: Jay Menon
D J A D graduating students ’ w ork 2 0 1 2
Industrial Design
Aishwarya Iyengar ash5luv@yahoo.co.in Diploma Project: Sangam: An Anonymous Social Network for HIV Patients
Client: Johnson & Johnson
UG industrial design
26
The social, emotional and psychological needs of People living with HIV (PLHA) triggered this project- Social networking for HIV patients. It is a mobile phone interface, which is purely voice- based using Interactive Voice Response Systems. This medium holds greater potential as it can penetrate into low- literate groups and resource limited settings rapidly. We designed an Interactive Radio, Sangam , a platform that is informative and interactive. It is anonymous aiding to the primary concerns for people living with HIV, due to the social stigma that is prevailing in our society. Sangam has various programs like The Expert Show, Chat Room, FAQs with a unique predefined motive aired both online and offline as it may not be able to function as a 24/7 radio. The social prototype conducted to evaluate the design concepts were very effective and captured the essence of socializing amongst the community aiding further for our design to evolve. Guide: DR. Anirudha Joshi
Techno Aesthetic Detailing This toaster is designed to be a user friendly and aesthetically appealing product. It has a sleek form and can be easily pushed against the wall when not in use. As hot air rises, the vents are given on the sides where there is no human contact. The color is simple with a coded display to communicate the browning of the bread to the user. To make the product more compact, the coiling is given below the toaster with a provision for the plug to be inserted. Packaging Design
Guide:Venkatesan
Co-designed with Ann Mathew Butter, a yummy spread that we all relish, can get quite messy while in use and also difficult to store in its current paper packaging. This package design allows the user to use it just like a butter dish. It is defined by angular edges to enable easy scooping, leaving the least of it to be wasted! It slides open from a paper carton and can be used for storage in the refrigerator. Guide: Apsaran Raja
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
ashay1590@gmail.com
Ashaya Mahabaleshwara
Diploma Project: Lantana crafts furniture and products Client: Self Sponsored
UG industrial design
28
Lantana is an invasive plant that spoils the ecosystem by destroying local flora and fauna. The tribal communities in Male Mahabaleshwara Hills have been making baskets and products from lantana. I worked with the craftsmen developing a range of furniture from Lantana. All the products are handmade, kept simple for further improvisation. I have tried to modernise the craft by retaining the origin and identity of the tribal community. All materials used in the collection are sourced locally for cost reduction and easy access. The project was received well as a design intervention in craft that tried to succeed in meeting the market demands. The project was extended further for three months where I worked on a design of a pair of chairs for couples, enabling them to sit without barriers in-between. Guide: C Mohan
Simple Product Design In this project I received a brief to design a chair meant for outdoor use that is easy to fold and carry. My approach was to create a simple way to dismantle the backrest from the base to make the product compact. I took inspiration from the bookstand that is used to keep open books. The edges were filleted to add comfort. The material chosen was paduk wood as it has a rich red color and an interesting grain pattern. Nature and Form
Guide: Prof S Balaram
Tarantula, the spider has some unique characteristics that inspired me. The spider is docile until provoked. Its nonaggressive nature makes it ideal as a pet. Its timid nature along with its body shape inspired me to design a reading chair. The spider sits low to the ground hence I found it ideal to make a chair at the ground level. Velvet is used to mimic the soft body of the spider. Guide: Prof S Balaram & Dr. Padmini Balaram
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
athreya.hariharan@gmail.com
Athreya Hariharan Diploma Project: Educational Aids Client: ABACUS Montessori School, Chennai
UG industrial design
30
I worked with ABACUS Montessori school in Chennai. ABACUS is one of the few schools in India which has the Montessori program up to the elementary level (grade/standard 6). Transition for these children not only occurs between two very different approaches in education, but also a psychological and physical one as they grow into their adolescent phase of development. The child experiences various changes, because the new environment has different set of demands of conduct, rigor in studies and expression of knowledge. My project was to design adaptation modules for children to help them deal with this transition. The modules are the guidelines that will help them understand the demands of the new system. Guide: Prof S Balaram
Nature and Form The brief was to take inspiration from nature and to represent its prominent physical features in the product. Toco Toucan was my inspirational bird and a trimmer with its charger was my parallel product. I related the sleeping of the toucan to the concept of a product recharging its batteries.
Internship Project
Guide: Prof S Balaram & Dr. Padmini Balaram
The purpose of this project was to understand the functioning of a backhoe loader from the perspective of the operator and to identify opportunities in the method of operation using ergonomics. The process included sequential Task Analysis, opportunity spotting, REBA (Rapid Entire Body Analysis),Re design and prototype Client: Bull Machines pvt Ltd, Coimbatore. Team: Raghav Sridharan & Athreya Hariharan
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Namita Baindoor namitabaindoor@gmail.com Diploma Project: Scenographic Installation Design Client: Center for Knowledge Societies (CKS), Bangalore
UG industrial design
32
The project for Asian Paints ColourNext 2012 was to design the multi-city launch event by interpretation of 4 design themes into exhibition sets that effectively communicate the core idea and visual expression of the themes of ColourNext 2012 for the participants from Tier I and II Cities. They had to be simple in construction and easy to transport with minimum fabrication and assembly time. The designs had to be customisable to the space variables of the 5 different venues of the launch. Guide: Sumanth Kamath
Bangalore’s Colourscape The brief of the project was to design an exhibit that celebrates the colour sensibility of the city of Banglore. The exhibit must represent Bangalore in all its flavours through the city’s colourscape. The space allotted was a 3350 sft in a hotel complex. The constraint was to not change any of the already existing structures. The attributes of the city were interpreted into spatial installations. The installations were arranged such that they told the story of the transformation of the city in the last two decades. Guide: Sumanth Kamath Packaging Design The concept for the packaging design for ice cream was to take the parlour experience home. the triangle gives the advantage of having the packages stack one above the other, as well as one beside the other with maximum use of space. The tray acts as a self service tray for the customers. In case of a take away, the containers may be placed in the tray and the spaces on either side can be bent 90 degrees to act as handles for the product to be carried home. Guide: Apsaran Raja
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Neeraja B. S. neeraja.bs@gmail.com Diploma Project: Lifestyle Accessory Design Client: Ela (An in-house brand by Michael Foley’s TLV Solutions), Bangalore
UG industrial design
34
The brief was to design a range of products for serving and presenting food that will enhance the dining experience at homes with a festive appeal to it and may eventually extend into the hospitality sector. These products reflect owner’s personal lifestyle. The design direction adopted for developing the product range was that the products should make food look desirable, the range should be expandable re-interpreting the conventions and combine functions reducing product footprint and giving a clutter-free dining space. Guide: Prof S Balaram
Water Heater The water heater works on the principle of induction heating similar to that in induction cooktops. There is a continuous flow of water in steel piping, that is arranged perpendicular to the copper coils (not in contact with steel pipe) which when brought under an electric current produces eddy currents in the water and therefore producing hot water in a jiffy! The housing of the heater is made in stain finished stainless steel that blends in any bathroom/kitchen environment. The form is designed such that it fits compactly in the corner of walls. The fluid form captures the transition of state of matter -- water to steam, thus making it stand out in the array of existing products. Lifestyle Accessory Design
Guide: Prof S Balaram
A cup and Saucer design for dip tea. The cup has a steel strip incorporated at the inner rim to help extract a stronger decoction and the saucer has a separate space for the used tea bag. Guide: Michael Foley
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
shakti.ghulati@yahoo.com
Nivedita Ghulati Diploma Project: Yuthika – Eco-products for cottage industry Client: Shradhanjali, Auroville, Pondicherry
UG industrial design
36
The challenge in this project was to work around highly functional yet decorative, eco-friendly, hand made stationary, educational cards from flowers and leaves, products with seeds, lampshades with handmade paper and packaging for corporate gifts. I also developed personal accessories such as anklets, chains and earrings from seeds, pods and flowers. Guide: Prof S Balaram
Packaging Design The objective of the project of was to promote the cottage industry of fascinating and colorful glass bangles. We decided to package them for the urban youngsters. Team: Nivedita Ghulati and Varun Manoharan Jewellery Design
Guide: Apsaran Raja & Shakti
The project was to design jewelry for working women that would blend with western and Indian formals. The attributes picked were characteristic of working women, contemporary, bold, elegant and sensitive. Guide: C Mohan
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
rabhav_shambo@hotmail.com
Raghav. S Diploma Project: Luggage bag for professionals Client: ‘A’ Hotel, Ludhiana
UG industrial design
38
The project was to design a suitcase for metropolitan professionals which can also be used as a wardrobe. The product should help in organisation of travel. The bag I designed has a touch screen gadget in which the user can enter the destination, the nature of the travel and number of days. This would display a complete checklist that a user should perform before leaving. The gadget can be detached and used for other data carrying and transferring prepossess. The gadget has a finger print accesses and password protection to remove it from the suitcase. Guide: Reboni Shaha
Universal Design The bus stop space aims at broadening the user count by including persons such as visually impaired, wheel chair users, pregnant women and the elderly. The design of the bus stop is to help the passenger during waiting period and enable an organised entry -exit to and from the bus. The diagonal seating helps passengers view the incoming bus as it is angled towards the direction of the traffic movement. Co-designed with Neeraja B. S. Guide: Prof S Balaram Nature and form An owl is a nocturnal bird. I took this as an inspiration to abstract the form for a table lamp and a street light. Guide: Prof S Balaram & Dr. Padmini Balaram
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Rajashree. G arshry@gmail.com Diploma Project: Toys for Children Client: Foley Designs, Bangalore
UG industrial design
40
The concept evolved from the fact that kids hate going to bed while their parents are still awake talking or watching TV and also that, they like to go to sleep with toys around them. Katha is a bed time toy for imaginative storytelling and emotional security. Children are afraid of the dark and have imaginary fears. On the other hand they weave great stories around day to day objects and their toys. They like telling these stories to their parents and siblings. This helps in developing communication skills. Pulling the toy out of the pocket, playing with it, moving its legs, animating them, wearing them as a glove are the activities they enjoy and it helps in development of fine motor skills. The habitats of the animals are the pockets helping children learn the concept of home, in and out, and shelter. Guide: Prof S Balaram & Anita Sen
Technically Complex Project The refrigerator is targeted at middle class families or individuals. The fridge has dual doors which can be used to separate vegetarian and non-vegetarian food s or can be used by roommates who share the fridge. It also has a turn table incorporated, as ‘lazy Suzan.’ The heat sink is placed at the back, spreading onto both the flat sides increasing the rate at which the heat dissipates. Simple Product Design
Guide: C Mohan & Kanaka Ananth
The design brief was to design an inhaler that is easy to carry, affordable and avoids accidental release of doses. The user twists the piston and places the mouth-piece of the whiff on their lips. He then presses the piston downwards to release the dosage and inhales simultaneously. Guide: Prof S Balaram & Kanaka Ananth
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
shwetapoojari.10@gmail.com
Sweta Poojari Diploma Project: Multifunctional Seating Client: : Furnitech Seating Systems, Pune
UG industrial design
42
The final prototype of the concept is named Curio CT. Curio is a seating for two inspired from a common ottoman, which functions like a corner seating. It can be transformed into a coffee table and a seating for 4 as well as turn into a spacious 6 ft long daybed. This concept enables young urbanites to transform their living space easily. The whole contraption can safely turn into a meager 3 sq.ft corner seating. Guide: Baashobe Majumdar
Simple Product Design The aim of the project was to design a more efficient and user friendly cement pan. The study showed several shortcomings with the age old design of a cement pan. The new design incorporated not only the changes in material and finish but also added a slight cavity at the bottom of the pan, a 45 degree chamfer on one side of the hemisphere, slight tilt to the pan for easier cement loading and handles on both sides for a better grip. Exhibition Design
Guide: Prof S Balaram
The objective was to promote the new venture of Bata, Marie Claire in the market amongst strong hold competitors. The theme of the exhibition is sensual, where the space is predominantly white with tinges of red. The exhibition area is left spacious with glass walls adding class to the space. The space has elements like ceiling installation, dynamic sensual curves for display racks and a glitter ramp to guide the customer through the space. Team: Dinesh Kumar, Sudha Goli, Ranjeeta Lenka, Ashaya M, SomBuddha. Guide: Sumanth Kamath
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
varshu.dj@gmail.com
Varshini. A Diploma Project: LED Bulb Design for Indian Market Client: GE Lighting, Bangalore
UG industrial design
44
The Diploma project involved the design of an LED light bulb for the Indian market. The LED light bulbs have been in the U.S and the European markets, but yet to be introduced in India. The LED light bulbs are of two types. The first type is with the glass casing that resembles the incandescent bulbs and the other is without the glass casing and that has a flat display like a lamp. These two types are together called ‘lamps.’ Since GE in India is the manufacturer of the second type of bulbs, the project involved designing of the lamp. The design brief insisted that the product should be exclusive, matching the latest trends. The product should easily retrofit, replacing the rotate and fit and screw type incandescent/CFLs. Guide: Prof S Balaram
Eliments of Form The brief was to design an external hard disk for any particular brand for a specific target group. The product was designed keeping in mind the brand identity of Seagate, along with the attributes such as sleek, unique and semi-modern. Nature and Form
Guide: Kanaka Ananth
This project involved selecting and analyzing a natural form, in this case, a Sword Billed Humming bird with its bill being longer than its body length. The product derived from the bird is a walking stick. Guide: Prof S Balaram & Dr Padmini Balaram
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Dinesh Kumar. N dineshsunray@gmail.com Diploma Project: Electric Moped for Rural South India Client: Ampere Vechicles, Coimbatore
PG industrial design
46
The project was to design a tough and rugged electric moped with a battery box that is compact yet can fit in 5 batteries. With a completely new look in comparison to petrol operated mopeds the moped should be flexible to be used for various purposes. The primary constraints in the brief were the ultra low cost, light weight, no battery efficiency loss, less manufacturing process, using only Indian standard parts with the use of existing die and sheet metal. Guide: Prof S Balaram
Simple Product Design The constraint was to design life style products for an entrepreneur wanting to do business by manufacturing and selling wire product for higher income group. A casual back support for seating on the ground during a get-together was visualized. It is also stack-able which uses a square rod for the structure and jute for the leaning surface. Techinically Complex Product
Guide: C Mohan
Today we all want fresh coffee. Coffee tastes excellent when ground fresh. Keeping the middle income group audience in mind, a coffee grinding machine that can deliver coffee powder as per your personal choice was designed. The design ensures that only the required amount of coffee is ground and dispensed when needed. In case of a power cut, there is a manual operation mode too. Guide: C Mohan
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Sudha Goli sudhag.1110@gmail.com Diploma Project: Mobile Vegetable Shop Client: Ampere Vehicles, Coimbatore
PG industrial design
48
An electric three wheeler MITRA was converted into a mobile shop and named as Mobimart, representing a mobile market. A thorough study of vegetable selling patterns followed in India concluded that the new design has to make the vendor’s life better than the present. This could be done by giving him a setup to make his business space comfortable, organized, secure and profitable. The design includes the modern methods of selling vegetables. Branding helped in giving a professional image to the vendor. Ampere helped me grow not only as a designer but also as a person. The project helped me understand the corporate working environment and ethics. Work in a manufacturing unit gave me a practical knowledge. It was a new experience to design with material constraints. After three years of my design education, I got a great opportunity to apply my learning in a real situation. Guide: C Mohan
Stone Grinder Machine The objective of the course was to select a human action and convert that motion, through mechanical parts and know how it would get transmitted further. The action I chose was grinding in the Indian stone grinder. I had to make other actions as a part of the function such as pushing the dough in a single action. AMORINO: Three-wheeler for Women
Guide: C Mohan
The brief for the project was to design a vehicle for the married women with kids. The audience considered was Indian women. Their needs and daily activities were studied for designing a vehicle that would make their life easier. It would also give a mother and a baby a secure and easy ride. Guide: C Mohan & Kanaka Ananth
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Vishal Gulati Vishal_Gulati2007@yahoo.com Diploma Project: Garden Chair Client: Mancini Enterprises, Chennai
PG industrial design
50
The brief was to design a simple, comfortable chair with properties of a reclining lounge chair. The aim was to utilize locally available resources to create a modest chair that fits both in a traditional setting as well as a contemporary environment. The scope of the project involved understanding the process of design that goes into the development of a product based on the experience of relaxation. An additional idea of the chair being dismantled and packaged added a new dimension to the process of design development. The form had to be minimalistic to exude elegance from its clean lines and contemporary language. The elements had to be refined to their most basic form, leading to extreme functionality and uncomplicated execution. I used teak wood and brass joinery along with a special treatment that is given to protect teak wood furniture from the hot and humid coastal climatic conditions. Guide: Niels Schoenfelder
Techno Aesthetic Detailing The concept was inspired from the movement of the strong but flexible trunk of an elephant. I have designed a paper cutter that works with simple action of press and drag. A sharp rotator blade with a safety cap on the end of the trunk cuts the surface. The material proposed was PP plastic for the body of the product and thermoplastic rubber for the grip. Simple Product Design
Guide: Prof S Balaram
On the basis of the research conducted for understanding the need for a life style accessory product in the living room environment, the potential need of a book stand in the living room was spotted for middle and upper middle class homes. My constraint was the use of black bars. Fluttering papers in the living room was the inspiration for the design. Guide: C Mohan
D J A D g r ad u at in g s t u d e n t s ’ w o r k 2 0 1 2
Forward Dear Graduate, Every little bird one day has to leave the nest to find its own way, to fly its own flight, in the wide open sky. It is such a day today. Today you are leaving the institution, its fun and protection and will be entering into the wide wild world. You will try to find your own way. You will discover one day that the institute can only teach you how to think and how to learn but real proficiency comes only by practice. You will soon realize that the institute only opened your mind to many ways that exist to solve a problem but the real choosing has to be done by you. You will find in good time that the teachers at the institute merely fostered your creativity but in real life you need people skills such as composure, negotiation, diplomacy and tolerance to frustration in order to succeed. You will soon know that life never allows repeats. You got to take risks and there will be no second chance. No one will tell you to go in time for an appointment nor will give you bad grade for incomplete work but you will learn the hard way that the train will go leaving you behind crying. No one will tell you anymore what you do is right or wrong. Even your past knowledge may be of no avail. You will realize that you are the Judge of your own work. Don’t ever make the mistake of doing what the client asks you to do simply because he is paying you the fees. No patient will tell the doctor how to treat him though he is paying him fees. You must, with uncompromising sincerity do what is best for the client even if you have to fight for it. You shall never be afraid so far as your research is good and your opinion is honest. You may lose a client but you win your self-esteem. You must also realize on the other hand that arrogance never pays and you are respected more if
you add the value of humility to your work. You must remember to work essentially for your own satisfaction and your prime motive should never be money, honours, position or fame though these could be some outcomes of your work. Some of you may not become Design professionals. Life is full of surprises. You may take up some other profession, be a politician or simply be a home-maker. Never think in such a case that you wasted your study of Design. Don’t ever forget that the Design Thinking will reflect in whatever you do, for design is an attitude, not a skill to do a specific job. You will do well to remember the following three good advises given by Mr. Paul Jaquis Grillo: 1. When your wings start to lift you above ground, some good devil will know enough to clip them short, and you will fall and get hurt. Only through this succession of flights and falls will you experience art and grow in stature. 2. Flout the rules as often as you can in a masterly way. Recipes are for poor cooks. Great chefs MAKE them. The rules and codes that you have had to learn must be transgressed with visions. 3. Learn through painstaking experimentation, exercise, and practice, how to acquire a masterly knowledge of your craft. And finally know that the three best ways to be a great designer are practice, practice and practice, for all great designers be it a Charles Eames, a Ferrari or a Paul Rand, were amongst the hard working manual laborers though they enjoyed their labor. Today I am glad to see your take off. One day I will be proud of you. I look forward to that day. From Sir, with love ... Prof. S. Balaram (On the second graduation day addressing the graduates)