Graduating students’ work: 2013 & 2014
Coimbatore-Pollachi Highway, Othakkalmandapam, Coimbatore 641032 Ph: 0422-2610428/333/348. www.djad.in
Foreword Debut is the selected work of our graduates compiled for the third 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 nine 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 multi-disciplinary 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 publication 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
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Foreword 1
2014
id
UG
UG G Girish 68 Karishma Shetty 70 Maitrayee Sohni 72 Parvin C P 74 Samyuktha Valluru 76 Vaishnavi Sureshkumar 78 PG Anish Krishnan S 80 Forward 82
2014
Ashish Achary 42 Chirag S Murthy 44 Collins Samuel 46 Kasturi Joshi 48 Nandita Raghunath 50 Nidhi Paul 52 Nikhil Dayanand 54 Pankaj C 56 Priyanka Sarawgi 58 Roshni Raghavan 60 Samrudh Dixit 62 Saranyaa S 64 Sindhu Balasubramanian 66
2013
UG Amrita K Prasen 22 Anamika R B 24 Athul Parameswaran 26 Gautam Manoj 28 Gireeja Phadke 30 Juhi Vishnani 32 Keerthana Ramesh 34 Suhasini Ramnarayanan 36 Uttara Sivadas 38
2013
UG Abhishu Roy 6 Akhil Mistry 8 Kruttika Susarla 10 Madhumita Chandra 12 Roomani Kulkarni 14 Santoshram E N 16 Shiva Nallaperumal 18 Shuruti S V E 20
Communication Design
Abhishu Roy
ug communication design
6
Diploma Project: Branding & Interface Design for OneOrbit Client: infologotech, Hyderabad
2013
abhishu.roy@gmail.com
The project involved design of identity, user interface and interaction for various CRM and HRMS products of infologotech, Hyderabad and its subsidiary Mytri, Tech Solution. ‘OneOrbit’ is a CRM / HRMS web-based product that help multi-tasking and allow multiple users to log-in simultaneously. As part of the Diploma Project, OneOrbit’s brand identity was created along with complete user interface for ‘One Orbit Schools.’ Research and Scope of Work was also developed for another application called ‘One Orbit Clinics’ targeted to Doctors and patients. Guide: J Menon
DJAD graduating students’ work 2013
classroom projects
Illustration Character design and children’s book illustration. Electives Project
Guide: Muralidharan Priyankar Gupta
Some of a series of infographics developed for DJAD student community.
Sindhi Punjabi
Guide: J Menon
Marwadi
Banyas
Nimadhi
Gujarati
Marathi
Student’s Geographical Spread
Telugu
Ethnic Spread Malayali 35 Tamilian 25 Telugu 13 Kannadiga 10 Marwadi 8 Marathi 6 Tulu 4 Gujarati 4 Bengali 3 Punjabi 2 Assamese 1
Sindhi Punjabi
New Delhi
Goan
Bihari 1 Coorgi 1 Bhumihar1 Banya 1 Goan 1 Ho 1 Nepali 1 Nimadhi 1 Sindhi 1 Sindhi Punjabi 1 Anglo Indian 1
Kannadiga
Tulu Coorgi
Khurja Nepali
T
Jodhpur
Marwadi
Banyas
Moran,Shivsager
Assamese Bhumihars
Patna Ahmedabad
Bihari
Bhopal Indore
Nimadhi
Ranchi Vidhisha
Malayali Ho
Jamshedpur
Valsad
Gujarati
Rourkela
Bengoli
Mumbai Ahemadnagar
Oriya
Ramagundam Marathi
Pune
Telugu
Hydrabad Vijaywada Goan
Panjim
Kannadiga
Sindhi
Bangalore Vellore Krishnagiri
Coorg
Chennai
Tulu
Dharmapuri Thrrisure Cochin Kozikode
Mettupalayam
Coimbatore C oim
Calicut
Thiruvananthampuram
Coorgi
Poudicheery
129Students 32Citys 12States 01Union Territory
Punjabi Tamilian
129Students 24Ethnic groups
Malayali
An ethnic group is a group of people whose members identify with each other through a common heritage, consisting of a common culture, including a shared
Nepali
language or dialect. Marwadi
Banyas
Bhumihars
Bi Nimadhi Ho Gujarati Oriya
Marathi Telugu
Goan
Kannadiga
Tulu Coorgi
Tamilian
Malayali
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Akhil Mistry
ug communication design
8
2013
akhilmistry10@gmail.com
Diploma Project: As a part of the Bandra Map Project, my diploma project was to Ranwar info-graffiti design an integrated signage system for Ranwar, an urban village Client: The Busride, in Bandra. Ranwar has a history of over four hundred years. A landmark well known to the people in the area is the Jude Bakery. Mumbai Established in 1950’s, the bakery has come to represent the village of Ranwar itself over the years. I decided to use the existing structure of Jude Bakery and transform it into an informational hub for people and thereby revive the stories and liveliness that once existed in its vicinity. The Ranwar Map project is aimed at being a graphical representation of the urban village, categorized and organized to provide information and assist the likes of tourists, people from delivery services, relatives from different places, walkers and joggers around the neighborhood.Along with the map other signage solutions like hyperlinked heritage signs, light interactive identification signs and stenciled directional signs were also designed. Guide: Ayas Basrai
DJAD graduating students’ work 2013
The aim of this project was to create an Identity for TITAN’s new loyalty program named ‘encircle’. The desired attributed for the Identity were modern, positive and endlessness. Guide: S M Shah
Type Design The aim of this project was to create a type face which imbibes the essence from the Sanskrit palm leaf manuscript to give form to a Latin script. The task at hand was to study and analyze the Devanagari script structure and re-construct it to create a legible Latin display typeface. Guide: S M Shah
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classroom projects
Brand Identity
Kruttika Susarla ug communication design
10
Diploma Project: Street-side Professions Client: Gipika Chawla Design, New Delhi
2013
kruttikas@gmail.com
The project objective was to research and document Delhi’s street professions and create a saleable end product. The initial work involved identifying and selecting the professions, sketching, photographing and interviewing them. After careful analysis of the research data, I decided to develop a series of stylised illustrations. These were then used to design desk-top calendars and post cards. Guide: J Menon
DJAD graduating students’ work 2013
‘Growing up’ is an illustrated book done as a classroom project for an open elective course. It is an outcome of a few thoughts on the idea of growing up illustrated and questioned – based on a few of my own childhood memories. Guide: J Menon
Illustration This project was based on my all time favorite book and something that is very close to my heart – The Catcher in the Rye by JD Salinger. The objective of this space was to provide nostalgia to those who have read the classic and a visual idea about what the book is, to those who haven’t read it. Guide: Junuka Deshpande
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classroom projects
Electives Project
Madhumita Chandra ug communication design
2013
chandra.madhumita@gmail.com
12 Diploma Project: Visual Identity and Website Design for The Cholimaker
The CholiMaker is an online bridal wear design portal for custom made bridal wear. The project included branding and website design. The brief given by the client was to create an identity which has the essence of traditional India, yet is contemporary. The target Client: Smitten India, audience was upper-class Indian women, NRIs and Chennai people all over the world who have been inspired by the “Big Fat Indian Wedding.” The visual language is minimal yet attractive and revolves around “Romantic Tints” -- a palette of tints, with their soft colours and subtle looks. Guide: Smita Rajgopal
DJAD graduating students’ work 2013
“Neel” is a small scale NGO in India that deals with textiles for clothing, home deco and paintings. It specializes in natural dyes and textiles like organic cotton, bamboo fibre, etc. It is also involved in social welfare in the field of women empowerment. The products are targeted to people looking for healthy clothing, in the light of environmental issues. The project included logo and stationery design. Guide: S M Shah
Illustration “Let me step into other people’s shoes and see…” is an illustrated publication for children. It is aimed to teach children to be grateful to adults around them, starting from their parents to teachers to drivers. The simple illustrations are styled in a way that the child literally steps into the body of the adult, to understand them better. Guide: Muralidharan
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classroom projects
Branding & Identity
Roomani Kulkarni ug communication design
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Diploma Project: Publication Design Client: Kena Design, Bangalore
Diploma Project: Illustration Client: Self sponsored
2013
roomani20@gmail.com
Designing of 50 Home Décor Stores, a coffee-table book published by White Flag, involved research, structuring content, selection and articulation through typography and setting up of appropriate typographic grid. Other tasks included designing of the cover, graphics for sections and end-paper. Purushottam Lakshman Deshpande is a writer, stage actor, film actor, music composer, harmonium player, stand up story teller, singer and much more. I grew up reading his books. His movies amused me, and his audio records fascinated me. My objective was to sketch and introduce P. L. Deshpande’s characters to the new generation who are unlikely to read the original Marathi stories. Guide: J Menon
DJAD graduating students’ work 2013
Illuminated manuscripts are decorative text written by hand. In olden days, this technique was used to enhance the beauty of the literature. Gold and silver were often used in the decoration. I took inspiration from illuminated manuscript to create a page of a Marathi poem written by ‘Bahinabai chaudhari.’ The poem is about a weaver bird and her love for her hatchling. Guide: J Menon
Developmental Communication Shringar includes Sindoor, Nose ring, Mangalsutra/ taali, Bangles, Toe ring etc. In indian tradition, married women are supposed to have the five elements of shringar. Today’s generation use elements of shringar in day-to-day life, without knowing the reason behind wearing them. A desk-top calendar was designed to spread awareness about Shringar to the young generation. Guide: S M Shah
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classroom projects
Electives Project
Santoshram E N ug communication design
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Diploma Project: Interactive Information Design Client: And Then studio, Mumbai
2013
santhoshram.en@gmail.com
The brief was to create an interactive platform that helps the user to visually translate statistical information into an infographic. The research deduced the three essentials of information required for its understanding -- where, what and when. The interaction design was built upon this fundamental logic, where the user goes through three simple steps of establishing the where, what and when of their information in the front-end interface, which supplies the logic for its back-end, to generate an appropriate infographic. The resultant output can be edited and exported in the desired file format. This product is primarily targeted at students and professionals. Guide: Mohan C
DJAD graduating students’ work 2013
In the attempt to create fun children’s character emerged Thanni Thirudan (Water Thief), who was formulated after putting together a random selection of an object and a profession. Guide: Prosenjit Ganguly
Electives Project Masala Movie Maker is an attempt to create a platform for film enthusiast. Inspired from the Indian film scenario, a pack of cards containing sets of genres, contexts, characters and characteristics were designed to weave fresh story line every time you play. Guide: J Menon
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classroom projects
Character Design
Shiva Nallaperumal shiva.nallaperumal@gmail.com ug communication design
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Diploma Project: Branding and Identity Client: 7th Eye, Pune
2013
My diploma project was to design branding and identity solutions for two events by India’s first microbrewery, Doolally. Doolally was started by Sukethu Talekar and brewmaster Oliver Schoff in the Corinthian Club in Pune. Their flagship event, Beer Olympics is rebranded every year with a new identity and the task was mine for 2012. My task was to design the events in such a way that they adhere to Doolally’s already familiar brand image as well as push the envelope to create a new visual language. In the project i design the identity, Brand illustrations, style sheet, advertising, website, event collaterals and merchandise. The rebranding led to a successful event -- the total amount of beer sold in 2011 was achieved within two hours of the 2012 event. Doolally’s brand architecture was later formed on the basis of the work done for the events and much of the advertising designed during the time is reused regularly. Guide: Prof. S Balaram
DJAD graduating students’ work 2013
classroom projects
Electives Project The design Struktur typeface has its genesis in the ideals of the Bauhaus and was meticulously designed in that context. It is an attempt to interpret Herbert Bayer’s idea of a ‘universal typeface’ for the postmodern world. Guide: J Menon
Constructivism is the soul of
the forms. I tried to create
symmetry that can have a
certain elegance even with
the strict fixed with of the
characters and glyphs.
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Shuruti S V E
ug communication design
20
Diploma Project: Khet Cuisine Client: Beena Paradin Migotto Eco agri foods, France
2013
shuruti.sve@gmail.com
Think India, think food and a thousand colours, aromas and textures appear to be at war to win your taste buds. The project involved designing brand identity, packaging and collaterals for a France-based company who are launching their new line of Indian food products into the French market. The products included a range of ready to eat, DIY mixes,nuts, dry fruits, snacks, sweets and whole meals. Guide: Ishan Khosla
DJAD graduating students’ work
F37 Bella was designed in the classical French Didot style but with a contemporary geometrical twist, by Rick Banks of the Face 37 Type Foundry. As a part of the open elective, I intended to create a Tamil display typeface inspired from Bella, incorporating its signature style and contrast. Guide: J Menon
Illustration Character design and illustrations for a childern’s book on the theme “A friend in need is a friend indeed.” Guide: Muralidharan
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classroom projects
Electives Project
Amrita K Prasen ug communication design
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Diploma Project: A Twisted Tale (Animation Short Film)
Client: Self sponsored
2014
taurus.akp@gmail.com
It is a pilot film to be presented to broadcasters along with a design bible. The concept is of re inventing and mixing two or more well known folk tales to construct a new one. My main concern was to keep the animation production costs to the minimum. This animation film is a fusion of two folk tales of the Panchatantra; “The Lion and the Hare” and “The monkey and the crocodile”. The process of the project began with an intensive research on stories, elements that contributed to it and various forms of animation. The story was weaved into a script that led to the wondrous creation of unique characters and beautifully designed environments. Hand drawn designs of the characters, environment and scenes were later transformed to life using software’s like Adobe Photoshop, Toonboom Storyboard Pro, Adobe Flash,etc. The story was visually brought to life by the animation of these characters in the fascinating environment. Guide: Prakash Moorthy
DJAD graduating students’ work
Experimenting with the fusion of principles of light and animation I created an environment to portray the poem Tithonus by Lord Alfred Tennyson. Making a mini projector with basic materials, an illustrative screen that was backlit and music to contribute to the ambience; I portrayed an illustrative short animation of the poem to a live audience bringing them a whole new theatrical experience. Guide: J Menon & Seema K K
Illustration An imaginary creature illustrated to depict the attributes of the client, the Peager is a fusion of a peacock and a tiger. It portrays the attributes of being majestic, strong and bold yet elegant and beautiful. A hand done illustration, with an attention to details to bring out the majestic splendour of the Peager. Guide: Priyankar Gupta
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classroom projects
Experimental Media
Anamika R B ug communication design
2014
anamika.rb4@gmail.com
stationery branDinG
105 x 148 mm
Business Card
preads
Envelope
d: py: Avenir Next (Regular) League Gothic (Regular)
Letterhead Logo on campaign materials
py: 9 pt s: 18 pt
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Annexure | Diploma Project | Manushi
Annexure | Diploma Project | Manushi
Diploma Project: Branding and Identity for Manushi
Client: Centre for Women’s Development and Research
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Manushi, registered as a Trade Union, works for the rights of domestic workers in Tamil Nadu. The brief was to create a brand identity for Manushi and design basic stationery, brand positioning and propoganda materials for campaigns, advocacy programmes and online interface. The materials included handouts, website, posters, and a proposal for a campaign. Guide: J Menon
DJAD graduating students’ work
Femininity is defined through the attributes, roles and biological growth of women. Often these attributes are socially and culturally constructed.Through this installation I have created a composition with elements relating to femininity. The installation is based on how as a woman I perceive womanhood and titled my installation She Herself. It is based on my perceptions and questions I have had. I have portrayed them through few metaphors, colours and forms that I associate to femininity. Guide: J Menon & Seema K K
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Illustration A classroom assignment as part of my Illustration course. Each of us got an artist and a nursery rhyme. We had to illustrate the rhyme in the artist’s style. I got Georges Pierre Seurat and Peter Peter Pumpkin Eater as my rhyme. The artist is known for painting technique known as pointillism. A Sunday Afternoon on the Island of La Grande Jatte is a famous painting. I have adapted this technique to narrate the poem. The illustration was completely done with dots. Guide: Priyankar Gupta
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classroom projects
Experimental Media
Athul Parameswaran ug communication design
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Diploma Project: Branding and Identity for V Resorts Client: Lemon Design, Pune
2014
V Resorts, a chain of offbeat resorts, are situated at beautiful picturesque locations in Northern India and look to expand throughout India. Their sites are placed in locations which are 2-3 hours away from the Delhi and Mumbai, and plan to open in more places which are at a drivable distance from the major metros. My brief was to rebrand and re-visualize the collateral for a chain of offbeat resorts. For different properties, a unique identity system consisting 5 types of identities which keep changing depending on the location and situation was created. Guide: J Menon
DJAD graduating students’ work
athulparameswaran10@gmail.com
The aim was to construct a simple attractive structure for 5 rupee whistles found in fancy stores. The final packaging consists of a simple sheet of paper, folded to form characters with the whistle’s ball functioning as the eye of the character. This will look good when hung in fancy stores and the packaging can also function as collectibles once the whistles are taken out of the package Guide: Arvind Merchant
Experimental Media For this project I wanted to explore a new medium – clay. The figurines I made work as player tokens for an Adianverison of Monopoly- Adianopoly, which was also done by me. The models, which are of Parvin, Juhi and myself, were done by hand using modelling clay, witha coat offevicol, then acrylic paint and then coated withmultiple layers of araldite for the strength. Guide: J Menon & Seema K K
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classroom projects
Packaging
Gautam Manoj ug communication design
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Diploma Project: Promotional films Client: Kishkinta Water Theme Park, Chennai
2014
gauthamman@gmail.com
The project was to develop three short films to promote Kishkinta Amusement park through social and other new media. They are part of the myth making process that was needed to promote individual rides in the Park (the park having reference to Ramayana). The stories are based on three characters discovering rides inside the park through their slightly outdated explorations. Each of the promotional video is less than two minutes. The concepts have been given a wild approach. Thus brand ‘Kishkita’ becomes a bouquet that has various ride brands within it. Not necessarily TVCs, the videos will be promoted over social media, websites, mobiles,ticket counters and food outlets. Guide: Prakash Moorthy
DJAD graduating students’ work
The short film Kannotam (perspective) is about Shashank who sneaks out from a boring class for a break. What follows is a series of para-normal events that spring surprise at every turn. Guide: Prakash Moorthy
Experimental Media A classroom project done for 6 weeks to make a documentary. I spent three days with a visually challanged boy, following his activities in the school. After shooting for three days, a story was stitched out from the footage. Guide: J Menon & Seema K K
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classroom projects
Elements of Film
Gireeja Phadke ug communication design
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Diploma Project: Brand Identity
Client: Catanzaro, Mumbai
2014
gireejaphadke26@gmail.com
Catanzaro is a Linen manufacturing company, based in Mumbai. The client required designing a logo and the visual language for the brand. The approach for the design is based on simplicity and modern-look, but at the same time creating an impact and increasing the recall value. Hence Branding, Stationery, Packaging Design, Website Design and other business collaterals are worked on for this brand. The inspiration for the logo is a roll of fabric with different widths of flax fibre, which is an important factor in manufacturing of Linen products. Guide: Janki Shah
DJAD graduating students’ work
This is a handmade illustration for a proverb. The idea is to take an existing style of painting and illustrate the chosen proverb in that particular style. The painting style chosen is Phad Paintings of Rajasthan, and the illustration done is for the proverb, ‘There is neither thread nor cotton, yet weavers are fighting.’ Guide: Prof. S. Balaram & Kanaka Ananth
Environmental Graphics My focus was to impart learning of basic maths in a fun way among children. I designed a Snake and Ladder game for installation (21ftx21ft) in a public park. is a game that has no boundaries of language, region, or even age! The prototype created is a scaled-down paper model of 1:11 proportion. Guide: J Menon
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classroom projects
Illustration
Juhi Vishnani ug communication design
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Diploma Project: Brand Identity Client: Yes Yes Why Not, Mumbai
2014
juhivishnani@gmail.com
Urban Beat Project is a large scale Mumbai themed cultural event that aims to unite and express the vibrant, diversity based Indian youth culture through performance, film and live music. It serves to find an Indian alternative sub culture of the urban Indian crowd and is based in the country’s most diverse city: Mumbai. I was given the project to design the identity, collaterals, website and other integral elements that would give this event a visual identity. In my approach I sought to create an identity that would celebrate and bring under itself the diversity and different sub events within the fest by making an identity that could be fluid and applicable. Neutral, but not too neutral was the idea. I created different but interconnecting visual languages for each collateral, and created a framework so that after I have left the office, other designers may follow my work without losing the original idea for the design. Guide: J Menon
DJAD graduating students’ work
Typeople is a book on contemporary typefaces from a biographical point of view, giving the fonts their own anthropomorphic character and history. It was an interesting challenge to talk about the typefaces’ design and evolution from a human growth and use point of view. Each spread was designed according to the typeface’s time and contemporary application trends. This book would be useful to students to understand the history of the fonts from a different viewpoint and entertaining to seasoned designers as a whimsical view of familiar fonts. Guide: J Menon
Experimental Media ‘Sounds of silence’ was a project where I created and conducted a social experiment, as a trailer to a much larger, possible experiment. As a woman I am no stranger to eve teasing and other forms of harassment. I wanted to create a brand and platform that would allow for people to express their experiences on a public forum anonymously. Guide: J Menon & Seema K K
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classroom projects
Electives Project
Keerthana Ramesh keerthanaramesh08@gmail.com ug communication design
34
Diploma Project: Way-finding Client: Kishkinta Water Theme Park, Chennai
2014
This is a live project which focuses on developing a signage system for Kishkinta, which is India’s first ever amusement park opened in Chennai in the year 1995. A new navigation system was created, which doubles as an ornamental structure and as an added attraction for the guests. As Kishkinta, in the Hinduepic Ramayana, is the name given to King Sugriva’s kingdom, a whole family of monkeys adorns these structures. Kishkinta, due to the growing demand, undergoes massive landscape changes every year. Therefore, the system created is also malleable and can be changed as per the necessities of the park. Guide: Prakash Moorthy
DJAD graduating students’ work
Recter is a display typeface created for a classroom project. The term Recter, comes from the rectangular-cum-triangular grid used for the construction of the typeface. Recter comes in three strides,which refers to the placement of the crossbars of the individual characters. Guide: J Menon
Illustration The Amazing World of Insects is a children’s pop-up book designed for a classroom project. The book is designed for 5-7 year old children to enjoy along with their parents, while learning important facts.The insect illustrations are close to reality while still being adorable to look at. Each character background depicts the insect’s natural habitat. Guide: Murlidharan
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classroom projects
Electives Project
Suhasini Ramnarayanan ug communication design
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Diploma Project: Branding & Customised Wedding Invitations Client: Yellow Design Studio, Mumbai
2014
keerthanaramesh08@gmail.com
‘Indian Wedding Studio’, launched a new branch called “Save the Date”, which specializes in customized wedding invitations and stationery. The first part of my project was to create a brand identity for “Save the Date”. Other part of my project was to create various templates for wedding invitations based on different themes such as religion, elegant, interactive and humor. For branding, I kept in mind the various attributes of Save the Date which are: modern, classy and traditional. For the logo, I was inspired by the art of block printing which represents customization and traditional aspects, yet represents the modern culture at various levels. I designed various templates for the wedding invitation out of which five are complete with all the stationery. Thereafter, I also created few other invitations for occasions like cocktail party and engagement ceremony. Guide: Varun Sahu & J Menon
DJAD graduating students’ work
I created an identity for “PORK STUDIO�, a private design firm which focuses on illustration and publication work. I designed a logo and other required stationery. Guide: S M Shah
Experimental Media In this project I showcased the transformation and development of Mumbai over 100 years through a series of illustrations. Guide: J Menon & Seema K K
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classroom projects
Branding
Uttara Sivadas ug communication design
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Diploma Project: Graphic Novel Client: Self Sponsored
2014
uttara.aks@gmail.com
The project was done on a graphic novel, ’Vasco Da Gama and the terrible pepper trail’. Story is based in the medieval times during the visit of Vasco da Gama. A lot of factors were taken into account and inspired from during the story development. A horrifying incident in history was taken and a fictional story was built around it using many strong, possible fictional characters. The story unfolds in the form of a thriller investigation. The style of illustrations is of clear black and white inspired from various artists and illustrators. An attempt as been made to give a glimpse of an incident that was conveniently pushed under by various Western historians. Guide: Prakash Moorthy
DJAD graduating students’ work
Done as a part of a project course for posters on Shakespeare’s Macbeth. Three posters were done based on different concepts evolving from the play. All the posters were in A0 size. Guide: J Menon
Illustration Children’s illustration done in pop- up style on circus as a theme. Done in a week the colours and style applied were decided upon after researching on children’s psychology and their perception of colours. It was a very new and exciting exercise and experience. Guide: Muralidharan
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classroom projects
Electives Project
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classroom projects
Industrial Design
Ashish Achary ug industrial design
42
Diploma Project: Modular Kitchen for India Client: Self Sponsored
2013
ashishachary26@gmail.com
The main aim of this project was to come up with a kitchen specifically designed for the Indian woman in terms of its ergonomics. Every detail regarding the workplace which includes the base cabinets, the wall cabinets is conceptualized that it is ergonomically suitable to a man or a woman who has to spend hours working in the kitchen. Guide: Mohan C
DJAD graduating students’ work
Internship This wine stand is inspired by splash. It is first bent into an ellipse and then cut using waterjet technology.
Guide: Prof. S Balaram
id
2013
classroom projects
Universal Design This mobile phone is aimed at the people with constant tremors in their hands and towards the blind people. It was conceptualized such that it can be used by anyone and everyone, people with the above problems and people without it.
Chirag S. Murthy ug industrial design
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Diploma Project: aer play Client: Design Gandhi, Mumbai
2013
chirag23432@yahoo.in
aer play is an aerosol air freshener dispenser designed for modern households. It’s pure white halo shaped body fits perfectly into any interior. An innovative ‘pull to spray’ mechanism makes you want to pull all day long while ensuring metered amounts of fragrance. First-of-its-kind multifunctional dispenser also includes a soft light which can assist you as a night lamp or create a perfect ambience. The transparent refill makes sure you know before you need a refill so that you can include it in your shopping list. Guide: Hardik Gandhi
DJAD graduating students’ work
Furniture Design
Technically Complex Product A much needed tabletop sugarcane juicer for use in homes. Sugarcane cubes are pushed in through the top and the juice is strained and collected at the bottom. The waste is collected in a tray and can be disposed off. The parts can be easily removed for cleaning. Guide: Abid Bilal
id
2013
classroom projects
Sundays are lazy and are for relaxing. Mondays strictly for work. Thus goes SUNDAYMONDAY, which flips between the two, literally! Just flip it over and SUNDAYMONDAY converts from a work chair into a lounge chair. Made of lightweight and durable urethane, SUNDAY-MONDAY has the unique ability of appearing different in different environments. SUNDAY-MONDAY is a Red Dot award design concept, 2013 finalist.
Collins Samuel ug industrial design
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Diploma Project: A Device to Pluck Black Pepper
Client: National Innovation Foundation, Ahmedabad
2013
collinsonline@gmail.com
At present pepper harvesting is done manually. The farmer has to climb on the trees using bamboo poles, ladders or rope rings, making it a time consuming, labour intensive and toilsome process. This process of plucking pepper involves high risk as well. The new device is non-cumbersome to use as against the conventional procedures. It enables the harvesting of pepper by standing on the ground thus eliminating the risk of falling down and the use of harvesting tie which causes physical and health problems. The snipping action that this device uses makes it easy to operate and leaves the pepper vine intact. Guide: Prof. S Balaram
DJAD graduating students’ work
Elements of Form
Technically Complex Product This coffee table inspired by the iconic design of Isamu Noguchi’s, balances art and function effortlessly. Guide: Priya Iyer & C. Mohan
Guide: Kanaka Ananth
id
2013
classroom projects
Water is life’s matter and matrix, mother and medium;there is no life without water. When it acquires the shape of sensations we know so well in various forms,it becomes as Loran Eisley rightly said, ‘if there is magic on this planet, it is contained in water.’ Inspired by this very magic, the designer presumed that water could be squeezed. Is it water or is it ice? Or is it a bit of trick played with your eyes?
Kasturi Joshi ug industrial design
48
Diploma Project: Tattva® range of Art Hardware Client: Designwise India Pvt. Ltd, New Delhi
2013
kasturijoshi13@gmail.com
Designwise India has two distinct brands – Mukul Goyal signature brand of gift ware and home accents and Tattva® range of Art Hardware. For this project, I designed handles, mortise & knobs and a mechanism for tower bolts for the Etc. collection of the brand Tattva. All the handles were made in brass. Eight finishes were tried on each of the handles namely Patina, Antique copper, Antique brass, Nickel, Antique Nickel, High Gloss Chrome, Gold and High Gloss Gold. Guide: Mukul Goyal
DJAD graduating students’ work
Elements of Form Ivo tiffin is for people who are frequently on the move. One yearns for home-made food while travelling. Ivo tiffin is an easily portable container to carry home-cooked food wherever you go. Guide: Kanaka Ananth
Elements of Form Aspire is a set of two tea cups inspired by the Father-son relationship. Guide: Kanaka Ananth
classroom projects
id
2013
Nandita Raghunath nandita7791@gmail.com ug industrial design
50
Diploma Project: Products Made Using Banana Fibre Client: Kerala Agricultural University, Trichur
2013
The central idea, around which my project revolved, was to develop trendy new products using only banana fibre. The initial plan was to utilize the fibre for developing lifestyle accessories like table lamps, lighting fixtures and furniture. But modern day requirements like laptop bags, iPad cases, complimentary gifts for hotels and airlines using ONLY natural fibre seemed more cost effective, less labor intensive and appealing. These products could provide decent livelihoods for women and encourage people to use eco friendly substitutes for plastic. Guide: Prof. S Balaram
DJAD graduating students’ work
Simple Product Design Plate stand inspired from the waves of ‘water’ - one of the five elements that govern nature. Guide: Mohan C
classroom projects
id
2013
Nidhi Paul
ug industrial design
52
Diploma Project: Space-saving Furniture & Accessories Client: Happily Married, New Delhi
2013
nidhipl91@gmail.com
The client caters to the product needs of Indian youth and they wanted to transform every category in lifestyle accessories that was dull and boring and inject in it a dose of irreverence and fun. During my project I worked on serving trays for corporate gifting, desktop products and furniture for apartments. • The tray was visualised as the side locks of the Dabbas running in an ‘eccentric’ manner. • Tick-it was conceptualised from the way people used to write down quick information behind bus tickets before cell phones became popular. • A personal portable table was designed for young professionals keeping in mind that they have limited space and finances. Guide: Aarti S Yadav
DJAD graduating students’ work
Elements of Form Twirl is a tissue paper holder made from Earthenware clay and has been glazed matte black. The form of the holder is inspired from the way paper can be flexible. The way tissues are presented highlights this attribute. Guide: Kanaka Ananth
Material and Process
Guide: Priya Iyer
id
2013
classroom projects
Saturn is stool with a curved base and it lets you rock sideways. It gets its name from the resemblance to the planet Saturn with its rings. It is completely made of two types of joints; various Biscuit joints and three Dowel joints. After the pieces were joined, they were stained to give an antique finish. The grains of the wood give an interesting feel to the stool.
Nikhil Dayanand dayanand.nikhil91@gmail.com ug industrial design
54
Diploma Project: Butler: Furniture Design
Client: Mancini Enterprise, Chennai
2013
The purpose of the project was to introduce a furniture piece that helps in assisting the user while in the office. This led to introducing something that resembles the characteristics of a butler. The process followed to achieve this gave an opportunity to explore the butler’s characteristics in a way which would result to an appropriate furniture piece, whose function is related to using the physical space around the user. This included studying the physical space around the user in the office, how he/she is positioned for a particular task and what type of furniture is required for which activity. Those studies clubbed with practicality and ergonomics resulted in the Butler. Guide: Niels Schoenfelder
DJAD graduating students’ work
Universal Design
Guide: Prof. Balaram
Interaction Design This project was an opportunity to study human behavior based on their surroundings, in this case the car dashboard. The studies included cognitive senses of a person and what affects them. Modern cars have the ability to change their characteristics from an economical car to a sports car with the push of a button, which changes the workings of it. As my research suggested that human behavior change works better when the surroundings change accordingly, this proposal has a dashboard which changes its form from the economic mode to sports mode of the car. Guide: Mohan C
id
2013
classroom projects
The compound wall has many functions for a physically able person. But for a physically challenged person, the functions are less, the least for a blind person. So, considering a blind person’s perspective of a wall, this challenge was approached. The wall helps with understanding the geographic location. One simply needs to know the wall is there to understand where everything else is. With the absence of sight for a blind person, the sense of sound provided the solution for this challenge. Hence, the wall comprised of wind chimes made from waste steel glasses and cups.
Pankaj C
ug industrial design
56
Diploma Project: Mixer Grinder for Indian Mass Market Client: LUMIUM Innovations Pvt Ltd, Bangalore
2013
vinu.art@gmail.com
The brief was to design a mass-market mixer grinder for Stovekraft (Pigeon). The design parameters were: • Ease cleanability body surface . • A unique look to the Mixer Grinder market. • Should consider plastic moulding principles for ease manufacturability in terms of undercut (single pull mould), warpage (maintaining uniform wall thickness) etc. • Minimal parts (Body design, maximum 3 parts). Guide: Mohan C
DJAD graduating students’ work
Simple Product Design The task was to design a life style product for a home environment. The context I chose was the study room for which I designed a CD\DVD Stand. I tried to visualise music frequencies or waves in the form. The product uses very minimal material (3mm dia Polished Rod) and can hold upto 10 CD cases.
The project was to choose an existing mechanism and apply it in a different context using user-centric design sensibilities. I chose the pedal mechanism used in bicycles and applied it in the context of a washing machine to create a new sustainable product. The product does not need electricity, instead uses human energy to wash upto 5kg of clothes. Guide: Abid Bilal
id
2013
classroom projects
Guide: Mohan C
Technically Complex Product
Priyanka Sarawgi priyankasarawgi@gmail.com ug industrial design
58
Diploma Project: Emergency and Recovery Trolley Client: Godrej Interio Healthcare Department
2013
RAPID is designed for prompt and safe transport of the patient. It provides the possibility to perform diagnosis and treatment of the patient with a critical health condition directly on the stretcher. The design of RAPID was developed with reference to Indian anthropometric data, ergonomics and functionality. The parameters and equipment of the stretcher result from the requirements of clinical practice which is sometimes used as an operating table for a one day surgery, for less serious treatment procedures and for post operative recovery. Guide: Sagnik Biswas
DJAD graduating students’ work
Display and Control
Guide: Bhargav Mistry
Technically Complex Product A fire extinguisher is a lifesaving device, yet they are not designed to be used by everyone. Unifire is intuitive and a compact unit that can be held in one hand, durable, & lightweight. The extinguishers come in different geometric shapes based on the extinguishing agents to help the blind easily distinguish and the textured back panel helps locate the extinguisher in case of smoke in the room. Guide: Abid Bilal
id
2013
classroom projects
The 27degree is an AC cum Ceiling fan remote which focuses on improving user experience by understanding the display and control aspects of the product. Due to the inclined screen in the 27degree remote, the user is able to see the changing display while pointing at the AC. The ergonomic form is a pleasure to hold. Also, the Ceiling Fan AutoOn mode enables the user to set instructions such that it switches on as soon as the AC switches itself off (timer mode).
Roshni Raghavan roshniraghavan.ch@gmail.com ug industrial design
60
Diploma Project: Clay Air Cooler Client: Foley Designs, Bangalore
2013
This model is a double walled clay structure filled with water. It aims at reducing the room temperature by 3-4 degrees using water which is one of the best natural coolants. People who stay in places like Bangalore, Coimbatore, Pune etc.. don’t really require an air conditionor but during summer, there is a need for something more than just a fan that can reduce room temperature by a few degrees. The principle of this model is based on evaporative cooling. There is an exhaust fan inside the structure that draws in air from the room, then gets in touch with the cooling structure and then sends out cool air from the structure. The final concept is ceiling suspended and is raised at a height of 7 feet from the floor, so that it is convenient for any user to easily reach. Guide: Prof. S Balaram
DJAD graduating students’ work
Elements of Form This soap dispenser was designed for an environment-based form course. In a corporate environment, all products are sleek and simple with an aura of sophistication. The dispenser has a simple curve that leads to a liquid soap holder. The button when pressed on squeezes the liquid soap out of the nozzle. The form when mounted on the wall is kept at an angle for convenient use.
The Kolam stamp is a technically complex model that works similar to that of a self inking stamp with the ink being the traditional ‘kolam maavu.’ Its functioning is similar to the block printing process where the same pattern is used repeatedly to form a kolam. The form is inspired from the traditional puja bell and the final form and colour is aimed to suit the contemporary world. Guide: Abid Bilal
id
2013
classroom projects
Guide: Kanaka Ananth
Technically Complex Product
Samrudh Dixit ug industrial design
62
Diploma Project: Space, Material and its Impact on Humans Client: Self Sponsored
2013
samyo08@gmail.com
This project focuses on understanding space, material and its impact on humans. Bamboo as a meterial has diverse, eco-friendly and aesthetic properties. A space was created using bamboo prefab products. Inside which landscaping, products/furnishing were developed. The design lies in innovate construction methods considering bamboo. Guide: Prof. S Balaram
DJAD graduating students’ work
Internship The project was to understand and innovate on the acoustic properties for ceramic and terracotta. Turtle shell made from ceramic, an instrument inspired from the Hang, which produces variety of sounds by just the varying thickness of the instrument.
Material and Process
Guide: Priya Iyer
id
2013
classroom projects
Dapple implies a small contrasting part in something. The concept here was to realise different forms of wood, be it natural or human-made, and understand its role in product development. In this project, the legs are made from plywood and the seating area is crafted from country wood. Semiotically it symbolises plywood holding the modern society but based on traditional roots.
Saranyaa S ug industrial design
64
Diploma Project: Floor Cleaning for Urban Lifestyles Client: Roots Industries India Pvt Ltd, Coimbatore
2013
saranaike@gmail.com
Cleaning floor is one of most time consuming activities in the context of urban lifestyles. Vacuum cleaners are very expensive for many to afford and manual mops are not comfortable in terms of ergonomics and cleanliness factors. Therefore, there is a strong need for a manual efficient floor moping product. EAZ Clean is a product designed for 3 aspects of floor cleaning: Sweeping, Dust Collection and Mopping. Guide: Prof. S Balaram
DJAD graduating students’ work
Simple Product Design Wet grinders are used in south span of India normally to make batter for idly, dosa and other food recipes like chutneys etc which involve grinding. The minimal design of display and controls of this new wet grinder provide ease of use and flexibility to the user to come up with their unique combination of ingredients therefore new recipes.
Indian cooking needs are very unique and strongly driven by environment and cultural needs. This project gave me an opportunity to understand the user needs in context to the usage of kerosene stove which is one of the main sources of cooking for lower income group people in India. The finds of the user study and market understanding helped in coming up with a new dimension to the project were the experience of non smoke induction cooking was given to the lower income group by the integration of petromax mechanism to the kerosene stove. Guide: Rene Paul
id
2013
classroom projects
Guide: Mohan C
Techno-aesthetic Detailing
Sindhu Balasubramanian ug industrial design
66
Diploma Project: Murruku/Sevai Maker Client: Pnmani Industries, Coimbatore
The commercial murruku maker or the sevai maker is one of the most used product amongst the snack manufacturing industry. The compromise done with the materials used and the environment in which the machine is placed are major areas of concern leading to the justification for a makeover of the product. The redesigned Murruku presser will ensure hygiene and food safety and support the requirements of the cottage industry. Guide: Mohan C
DJAD graduating students’ work
sindhubala20@gmail.com
2013
Display and Control The product I chose for this course was and electronic sewing machine and redesigned it to cater mostly to women and any user who is a beginner in stitching.
Elements of Form
Guide: Kanaka Ananth
id
2013
classroom projects
The attribute I chose for this lighting design project was togetherness and I made eco friendly structures made of cane and jute and to go with an earthy ambience.
Guide: Bhargav Mistry
S Girish .... ug industrial design
68
Diploma Project: Toys/Games for Water Theme Parks Client: Kishkinta Water Theme Park, Chennai
2014
girishgiggy@gmail.com
The project was about developing a new product design. The domain was a water theme park. Hence, all factors that affect the research and development of the new product was not limited to water theme parks, but depended on other recreational spaces such as shopping malls, theatres, beaches, circuses, fairs and food joints. Every kid likes to play, have fun with the playground toys. What if we introduce water as a new element to enhance thrill, fun and enjoyment? Uncertainty in the way water shoots is what makes the whole new experience different. A series of ideation followed by trials based on an exhaustive research led to the final output, the ‘Shooting Swing’, which was meant for kids and young adults. Guide: Mohan C
DJAD graduating students’ work
Simple Product Design Jewellery for cocktail environment and traditional styled work ware jewellery. The collection included a set of bangles, pendant and earrings.
Internship
id
2014
classroom projects
A push/pull toy for one year old inspired from ant completely in Hale wood, which had edible lacquer as colouring material and could move its antennae up and down as the wheels rolled.
Guide: Mohan C
Karishma Shetty ug industrial design
70
Diploma Project: Fruniture Design Client: AT-TIN, Mumbai
2014
shettykarishma16@gmail.com
The project is to Design outdoor furniture for personal exterior spaces (private space Eg: houses with balcony/patios) in Mumbai and redefine the whole experience of interaction in the outdoor spaces. The project gives a new cultural experience by making the place interactive as the user gets to custom the furniture the way they want. The duration of the project was 5months. I got a chance to work with aluminum sheet for this project. And also gained knowledge about the structural strength of furniture. Guide: Kanaka Ananth
DJAD graduating students’ work
Systems Design Customised range of bar accessories and bar trolley. Elements of Form
Guide: C Mohan & Kanaka Ananth
Guide: Kanaka Ananth
id
2014
classroom projects
Seating cum table, where the structure is made out of cane. This could be used as lower seating or as a worktable. This is inspired from the graceful lines of a “yoga asana�-NAVKASAN.
Maitrayee Sohni ug industrial design
72
Diploma Project: Dori, Skipping Rope Client: Ducere technologies Pvt.Ltd, Hyderabad
2014
maitreyeesohni@gmail.com
Dori is a smart skipping rope with a POV display in centre to display the basic information like number of skips, speed, heart rate etc. It’s for people of all ages who likes skipping, need it for their fitness training and play. User can customize the rope according to his/her needs. The jump rope can give him interesting statistics that can help him improve his skills. I studied different users and their play with the rope. I picked up the scope areas which can make this simple product more personal. The challenge was to incorporate technology and yet retain the simplicity and familiarity of the product. Guide: Mohan C
DJAD graduating students’ work
Simple Product Design Gardening is an experience with nature. The task was to make a tool which brings out maximum productivity.Upaj is a simple forged cast iron tool, shaped in a way that with a little pressure maximum productivity is gained. Guide: Mohan C
Elements of Form
Guide: Kanaka Ananth
id
2014
classroom projects
Cutting nails is a big task for kids of age group 5 to 10. Shaky hands improper grip leads to injury. Objective of ‘Biter’ is to make nail cutting more interactive and easy to use among kids. Here we worked on the form and appeal of the product so that user finds the task more intuitive and easy.
Parvin C P
ug industrial design
74
Diploma Project: Outdoor Water Toy Client: Kishkinta Water Theme Park, Chennai
2014
parvinparanthaman@gmail.com
Children love playing in the water. The project was to design a new water toy for children, suitable for installation in water theme parks. It is the thrill, surprise element, the unpredictably that are exciting in a water theme park. However people do have the habit of urinating in the swimming pools. There are physiological and psychological reasons for this behavior. It is a challenge to make sure that people urinate before they get into the pool. The idea was to entice them into playing with a series of gates, each of them will shower water in an unpredictable manner. The wetness due to the shower will urge them to urinate. Rest rooms are provided at appropriate places so that they urinate before they get into the swimming pool. Guide: Kanaka Ananth
DJAD graduating students’ work
Display and Control User-friendly electricity meter panel for the meter reader, consumer and the electrician. Technically Complex Product
Guide: Bhargav Mistry
Guide: Mohan C
id
2014
classroom projects
Chicken water feeders: Due to the weight of water flowing down, the body which is red in colour becomes heavier and suspends lower, because of which the black rubber piece gets in contact with the body and hence seals the opening. When the water decreases, the body moves up and the seal opens for the water to re-flow and fill again (Process is repeated continuously) .
Samyuktha Valluru
Samyuktha Valluru ug industrial design
2014
samyukthavalluru@gmail.com
Current email id samyukthavalluru@gmail.com
Efflourescence
76
Diploma Project: Gold Jewelry
Client: Tanishq, Bangalore
This collection aims at providing light weight and semi traditional jewelry for the working class women aged between 25 - 40 yrs. Stamps that were provided have been grouped on basis of their vTaniisual and technical aspects giving a clear picture of advantages and contraints of the technique. Theme for the collection named “Efflourescence” has been derived from trend forecast for that season and how the development of a women from a baby girls stage is parallelly compared to the way a flower blooms from the bud stage to a complete flower. This collection is a perfect example of how a women adorns her pride and maturity with the jewelry she earns herself, and how it reflects her grace and shine just like any completely bloomed flower does. Price range of the collection ranges between 10,000 to 1,00, 000 considering the wastage and making charges of the production. Guide: Mohan C
DJAD graduating students’ work
Jewelry Design
Guide: Mohan C
Jewelry Design This project aims at creating apt jewelry that initiates the process of seduction between a couple. Neck being the most sensitive part for a guy to seduce her girl, i chose drop ear ring as the product to be designed. Form inspiration draws from a couple swirling & twirling to reach to the peak stage of pleasure, and how shadow of the ear ring falling on the neck enhances the beauty of a lady , tempting the man much more to initiate seduction mutually. Guide: Mohan C
Ayuh
Lure
id
2014
classroom projects
The neckpiece has been designed for women aged between 30 - 40 yrs where in the neckpiece when seperated into two different pieces, has a much simpler style to it, which could be worn by girls aged between 18 - 25 yrs as well. Inspiration draws from aging of a leaf which is physically worn out yet combined with the spirit of life within and how both of them co-exist within the same soul.
Vaishnavi Sureshkumar ug industrial design
78
Diploma Project: Display System for Cycles
Client: TI Cycles, Chennai
2014
My brief was to design display system for cycles for the retail showrooms of T I cycles. After a thorough research on the strengths and weaknesses of their existing system, I came up with a flexible modular display system which can be used in many perÂŹmutation combinations. The system, with its versatility, was suitable for adaptation in different store spaces. Guide: Mohan C
DJAD graduating students’ work
vaishnavisk192@gmail.com
Techno-aesthetic Detailing Techno aesthetic detailing of a glucometer keeping in mind the needs of people and usability aspects. Guide: Rene Paul
Display & Control Time Glare: design for display and control of a time keeping device for athletes. Guide: Bhargav Mistry
classroom projects
id
2014
Anish Krishnan S pg industrial design
80
Diploma Project: Store design for Volkswagen Accessoriess Client: Volkswagen India Pvt. Ltd, Pune
2014
anisincoll@gmail.com
The project undertaken was to design an Accessories/Merchandise shop inside the Volkswagen Chakan plant. The shop was designed targeting the plant workers and visitors. The aim of the concept was to break free from the usual plain and simple design language followed by VW.This concept’s attempt was to give the shop a different feel through representing the growth of the brand. The entire store houses a Transforming Honey Comb shaped shelf unit which represent the growth of the company from a group of determined workers to its expansion by acquiring some of the well known brands in the business and surge as a leading brand in its field. The hexagonal shelf units on the first wall represent the initial work force of VW under the British army management. The shelf units of different shapes on the second wall represent the companies which the group acquired during all these years. And the last piece of the setup symbolises the ever growing dominance of the brand on the field. The shop flooring is wooden laminate. The false wall is gypsum painted in the Volkswagen Blau. The shelf unit is of Korean finish. The concept also houses a separate reception unit. Guide: Prof. S Balaram
DJAD graduating students’ work
Universal Design Redesign of railway ticket counter to cater to people with special needs. Elements of Form
Guide: Prof. S Balaram
Guide: Kanaka Ananth
id
2014
classroom projects
The assignment was to design a form for a mineral water bottle. Research was done on the existing mineral water bottle companies and their bottle forms. From research it was clear that purity, freshness and energy are the attributes which are best related to the product. The final from was inspired from dew drop on a leaf.
Forward A Convocation is an important occasion in the life of the student as well as in the life of the faculty. For the student, the convocation marks the end of one phase of life and one kind of learning. But learning does not stop here. In life as we all know there are no full stops. There are only commas and semi colons, question marks and exclamation marks. So it is only the beginning of another phase of life and another kind of learning. Perhaps less sheltered and less guided but certainly more independent and more real.The big, bold and beautiful world is awaiting there. For the faculty, it marks the end of a teaching and the beginning of a test of that teaching; its relevance or irrelevance to the reality of the big, bold and beautiful world awaiting there. India’s beauty or bane, depending on the way you view it, but surely its uniqueness; is its dichotomy. We have just launched a spacecraft Mangalayan on mars, an advanced leap of space science, but we still rely on the thousand year old bullock cart to carry most of our produce. India is the world’s youngest country with 356 million young people but it is also the oldest country with 77 million old people. It is therefore seminal importance for us, of educating these millions of young people; of turning the so many hungry mouths to feed; into so many brilliant minds to lead; of turning the burden of
one country into human resource of the whole world. It is however very important to remember that, what we need is the education of the masses but not the mass production of the education. In a world of today which is more competitive and more connected than ever before in human history; quality reigns supreme. Without quality we will not be elevated to be the chief human resource of the world but be reduced to be the cheap labor force of the world.We will not be makers to be sought by others but markets to be exploited by others.We will not be the world’s man power but the world’s poor men. With barely 9 years behind it, the D J Academy of Design is young and from its very inception the institute has kept quality as its credo. We kept our admission net wide, to cover all India but the number of students are restricted so that a more personalized design education can be given. We established an admission procedure most regorus in the whole country and we hold tests at centers spread over 6 major cities of India. We opted for the pedagogical autonomy over formal recognition by the regulatory bodies. We felt that the proof of the pudding is in eating and the real regulation is the market relevance and real recognition is by the industry and the society whom the graduates serve. We strive constantly to connect our education with the industry and the society.
The world is our class room. We take up real life projects from industry and work for society on causes such as cancer awareness or anti-smoking. We have innovated our curriculum. Some of our courses are unique and offered only at DJAD. Universal/inclusive Design is one of them. Design Yatra is another, Traditional Knowledge studies is yet another. DJAD is one of the four design schools in India selected by Britain and invited to collaborate with the best design schools in UK. Since last year we commenced a joint degree Programme with the reputed Northumbria University in England. This year we are adding a third branch to our Program tree; the Interaction Design. Few months from now we will be holding our first International conference on “Universal Design”, the first ever conference to be held in a “Majority World” on that theme. Interaction Design and Inclusive Design are the emerging futures in Design. Our aim always has been to be small, meaningful and future looking. DJAD is rated as one of the 10 best design schools in India. Our graduates found admission for advanced studies in the world’s top design schools such as Carnegie Melon, Maryland and Domus. Our graduates today are working for well reputed industries like Wipro, O&M, Naukri.com, At home etc. holding key positions as Vice Presidents & Design Heads and drawing starting salaries between Rs. 3.5 to 9 lakhs per annum.
We are proud that four innovations by our graduates are patent registered. Every year, some of our students' works win awards at international competitions. This is not to say that all is well and problems are nil. It is the contrary. In a continent where design awareness is poor and design teachers are rare, where FDIs are increasing but quality standards are decreasing; we struggle, to keep our head above. We know that reaching a high level of quality may be difficult but not enough. The real challenge for an institution aspiring to be better than many others is to continue to be better. It is not enoughto reach a goal but it is more important to stay; to sustain the ever enduring process of perfecting, maturing, refining and innovating. As an institute that is our aspiration Design, as all my experienced colleagues and the budding graduates know, is constant iteration. This iteration, this sadhana, this constant strive to perfect is as much necessary to a designer as it does to a musician, a dancer or a cricketer aspiring to be great. Never leave that SADHANA. To my graduating students, this is the message I leave with you on this day to stay in your life for all days. Amen Prof.S.Balaram
(On the third graduation day,21.12.2014; addressing the graduates)