Internship Document - Genesis Luxury

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N ATIONAL INSTITUT E O F FA S HI O N T ECHNO LO GY N EW D ELHI

SUMMER INTERNSHIP 2018 ANMOL GUPTA Department of Fashion Communication Batch of 2015-2019

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8 Copyright Š National Institute of Fashion Technology, Delhi, Year 2017 All rights reserved.

No part of this book may be reproduced, stored in retrieval system or transmitted in any form by means of electronic, mechanical, photocopying, recording or otherwise without prior permission from National Institute Fashion Technology, except by a review/reader who wishes to quote a brief passage in connection with paper review/essay written for inclusion in a periodical, newspaper or broadcast.

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INDUSTRY INTERNSHIP 2018 Student: Anmol Gupta

Bachelor of Design Fashion Communication Batch 2015 - 2019 Department Mentor: Mr. Anupam Jain Industry Mentor: Mr. Ashish Trivedi Signature:

© 2018

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PREFACE This document is a concise report of the eight weeks summer internship, starting May28, 2018 ending July 21,2018, that I underwent at Genesis Luxury based in Gurugram. The report is an overwiew of all the projects and assignments done during the couse of my ineternship. The objective of this internship is to ease students into the routine of a proper work environment as well understand the functioning of the respective industries they work in. The report highlights the profile of the company, roles played by each department and analyses the learning at Genesis Luxury.

This company provided me with a platform where I enhanced my skill set in Graphics designing and packing for various high end brands. Overall it was a successful experience in terms of gaining knowledge and giving my best contribution to the organisation.

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ACKNOWLEDGEMENT I take this opportunity to express my profound gratitude and deep regards to my faculty mentor Mr. Anupam Jain for his constant support and guidance. I also take this opportunity to express my heartfelt gratitude to my industry mentor Mr. Ashish Trivedi, senior Graphic designer at Genesis Luxury, for his invaluable inputs about my work. I am obliged for their cooperation and dealing with me pateintly at every step throughout my internship duration.

Lastly, I would like to thank lord almighty, my parents and my friends for constant encouragement without which this assignment would not be complete.

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CERTIFICATE

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OBJECTIVE •

To gain a holistic undersatnding of how the industry works, and what place a Graphic designer holds in an organisation

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To learn to work as a part of a larger team and undersatnding the role of an individual as well as collective responsibility.

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To overall enhance my technical skills.

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To keep up-to-date with emerging design trends so as to experiment and put in use for the projects underatken.

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To have a better understanding about the hierarchy of the system and forge my path in it.

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To manage time as per the deadlines given and work to the best of the capabilities.

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CONTENTS Introduction

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About Overview Organisational Structure Brands

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Key Accountabilities of the role

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Projects Major Minor

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Conclusion

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INTRODUCTION Genesis Luxury is a advertising and PR agency that caters to a niche set of high end, international brands that function in our country. Established in 2007, it has already created the foundation of trailblazing the domain of advertising, packaging, branding and PR for brands like Armani, Michael Kors, Jimmy Choo, to name a few. The reason I opted for this internship is because I wanted to experience how things function at the upper end of the spectrum in the business of fashion. I successfully spent eight weeks at their office, learnt invaluable amount of work in the fiel of web design, graphics, packaging and branding. It’s Gurgaon office provided me with the first hand experience of the workings of a gold standard agency and work ethics.

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ABOUT Overview

The essence of Genesis Luxury lies in our philosophy that luxury brands are an experience above all. Our splendid mix of designer labels from across the globe ensures that the Indian market is spoilt for choice, from opulent to effervescent, by brands par excellence, both in quality and design.

Genesis Luxury fashion was established in the year 2007 for marketing and distribution of international Luxury Labels within India

by India’s leading fashion conglomerate, Genesis Colors – the fashion house behind premium designer labels Satya Paul and Bwitch. Genesis Luxury brings to India the iconic British Label Paul Smith, Italian handcrafted leather bags and accessories

by Bottega Veneta, the red carpet favourite Jimmy Choo, the most respected fashionable luxurious brand from Milan Armani, the leading international brand for luxury travel, business and lifestyle accessories Tumi, and luxury apparel and accessory brand Michael Kors. Genesis Group has also entered into a joint venture with Burberry of UK to form Burberry India , the classic menswear Italian Luxury label Canali to form Canali India and in the tableware division, with Villeroy & Boch to form V&B Lifestyle India.

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Overview

The essence of Genesis Luxury lies in our philosophy that luxury brands are an experience above all. Their splendid mix of designer labels from across the globe ensures that the Indian market is spoilt for choice, from opulent to effervescent, by brands par excellence, both in quality and design. As India’s leading international luxury conglomerate Genesis Luxury has redefined fashion retailing with innovative strategies that transcend borders. The expertise lies not merely in catering to a homogenous elite segment but in bringing an assortment of top of the line brands to tap the emerging market in India. They understand our growing affluent consumer market in all its many dimensions & prioritize affluent consumer values & pride whilst delivering value at par with the brands international standards.

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Organisational Structure

Highly organised and creative company Genesis Luxury has a large team of employess that work hand in hand. A successful and friendly environment makes a healthy atmosphere for everyone to work together as a team.

Departments: CRM Finance & Accounts Designs Marketing Retail Pleaning Legal HR

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Brands

Genesis Luxury brings to India the iconic British Label Paul Smith, Italian handcrafted leather bags and accessories by Bottega Veneta, the red carpet favourite Jimmy Choo, the most respected fashionable luxurious brand from Milan Armani, the leading international brand for luxury travel, business and lifestyle accessories Tumi, and luxury apparel and accessory brand Michael Kors.

Genesis Group has also entered into a joint venture with Burberry of UK to form Burberry India , the classic menswear Italian Luxury label Canali to form Canali India and in the tableware division, with Villeroy & Boch to form V&B Lifestyle India.

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KEY ACCOUNTABILITIES OF MY ROLE Packaging: Designing packages for luxury brands one has to think creatively to produce new ideas and concepts for an interactive output.

Printing: Deep understanding of what type of paper will be used and what printing techniques to follow for a particular brand packaging.

Mailers: Designing Interactive creatives on photoshop along with it’s coding.

Web coding: Web friendly formats on HTML and coding for the same.

Customised experience: Catering to the needs of different clients as per their demands and making customised web experience for them.

Graphic and Layouts: Creating a brochure for the company; layouting the overall to make it presentable keeping placement and proportions in mind.

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PROJECTS Genesis Luxury has a welcoming environment where equal work opportunity is provided to every employee and an intern.

Every individual in this organisation works in sync and becomes a part of Genesis family.

Each project that was alloted by my mentor was of great learning experience. The projects varied from understanding paper to HTML coding for website.

These are the following projects taken up with the help of my mentor’s guidance:

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Major

Minor

Project 01 Project 02 Project 03 Project 04 Project 05 Project 06 Project 07

Saif Ali Khan Brochure Company Brochure Emporio Armani Envelope Giorgio Armani Envelope Jimmy Choo Card Luxe Bridge Packaging Mailers

Project 08 Project 09 Project 10 Project 11 Project 12

Feedback Card Packaging Mockups Jimmy Choo Bounce Back Ads Jimmy Choo Bag

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Project 01 Saif Ali Khan Brochure Brief

Research

The first and foremost is to design the brochure is to study the brand and it’s philosophy. Understanding the essence of the brand helped me in desiding the font and overall layout for the brochure. Keeping the ideology of the brand in mind, the brochure desided and font select are very simple yet chic.

Process

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Mockups

Learnings

Using the right quality of paper and the point size of font was important aspect of this project.

Understanding types of printing: Digital and offset printing Deciding the number of folds based on the content to be added in the brochure.

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Project 02 Company Brochure Brief

Research

Reliance owns businesses across India engaged in various fields: energy, petrochemicals, textiles, retail, telecommunications and many more.

Reliance and Genesis joined their hands together to form the brochure.

The project highlights the brands undertaken by the company. The size specification provided by the Reliance was to be A4 (with 10% yellow as background colour and black cover).

Deatiled study of the luxury brands that are handled by Reliance and Genesis together.

Mentioning the brand’s philosophy and its idea of creating designs with store specification all across the country.

The objective of the project is to keep the visibility of the font so that it can be read with convinient distance.

Process

The brief was provided by the Organisation in the form of a PPT where I concluded the relavant information. Designing A4 size landscape doctument with yellow background and black cover.

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Explorations

Learnings The objective of the project is to keep the visibility of the font so that it can be read with convinient distance.

Specifcation of font proportion Difference between one colour back and four colour black.

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Project 03 Emporio Armani Envelope Brief

Research

To design an envelope where the brief was provided by the company mentioning the specification of the folds. The refernce envelope was given to understand the overall look and feel of the existing one.

The focuse is given on logo and should be lose and light in weight.

To begin with it was important to understand the brand Emporio Armani and it’s existing way of working. Sticking to the brief provided I gave my input in making the changes in the size and paper to be used.

Process

Deciding the size of an envelope based on what size will it be in the magazine. Keeping brand’s philosophy and colour scheme in mind, desgining an easy fold envelope so as to make it light weight and convenient for it to be opened.

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Learnings

Using the right quality of paper and the point size of font was important aspect of this project.

Understanding screen printing

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Project 04 Giorgio Armani Envelope Brief

Research

Desgining an A5 envelope, highlighting the brand’s logo with the brand’s philosophy and brand’s ideology keeping in mind. Adding to specific customisation for a tailored look.

Focusing on a tailored experience for the user by providing them with overall touch and feel of a luxury brand’s envelope.

Process

The first and the foremost step of designing this envelope is to keep the brand’s identity intact.

Placing the logo in a balnced and symmetrical ratio.

Selecting the button for a more tailored look and to highlight the brand’s philosophy.

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Learnings

Screen printing technique.

Selection of paper.

Costing

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Project 05 Jimmy Choo Card Brief

Research

Desgining an envelope of a particular size, highlighting the brand’s logo with the brand’s philosophy and brand’s ideology keeping in mind.

A card highlighting the brand’s logo.

To begin with it was important to understand the brand Jimmy Choo and it’s existing way of working. Sticking to the brief provided I gave my input in making the changes in the printing technique and paper to be used.

Process

Placing the logo and experimenting with the way how the logo and the lines can be printed on the card and the envelope.

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Mockups

Learnings

Embossing technique.

Paper Selection and sizing .

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Project 06 Luxe Bridge Packaging Brief

Research

To design a packaging for Luxe Brifge of aperticular size which can take a weight of upto 2kgs. The packaging had to be simple in brand’s primary colour.

Study about the brand’s philosophy and then focus on materials that can be used for packaging so as to give the best look in minimal cost.

Process

To make a layout that is collapsable and can be used multiple times.

Place the adhesive/ magnets.

Make a mochup to see the feasibility.

Adjust the sizes keeping in mind the thickness of the material used.

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Learnings

Packaging design PANTONE Printing cost Function design

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Project 07 Mailers Brief

Research

To design and code the mailers for the End of Season Sale 2018 for various brands according to the guidelines sent by the brands.

Using the brand’s fonts and colours, giving the best results so as grab the attention of the onlooker at first glance.

Process

Designing the mailers in photoshop using existing images and gifs.

Slicing the pictures Coding of the same on Dreamweaver and create web friendly content.

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Learnings

Designing for Web Spacing and usage of fonts.

HTML commands.

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Project 08 Feedback Card Brief

Research and process

To design a feedback form for an event that can be used as a tag for products being sold in the event in minimum cost.

Keeping in mind the philosophies of the organisations, the tag was a 300 gsm paper which had the logos of both the companies and a hole which could be used to attach it to products with a ribbon.

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Project 09 Packaging Solutions Brief

Research and process

(Crash Assignment) To design a packaging for Villeroy & Boch which highlighted the brand.

Study the brand’s colours and its approch in terms of packaging.

The logo was to be placed in the center and a shape( that of the plate in the packaging) can be embossed on the box. This embossed cavity can be used to draw designs for the same shape of plate . These design enteries could be sent to the brand under an online competetion and could be produced if feasible.

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existing promotional offers or discounts in store.

This vouchers in non-refundable and cannot be exchanged for cash or credit.

If this voucher is lost /stolen/ mutilated /defaced, the company will not be liable for compensation, replacement or redemption.

Only original voucher must be presented for redemption.

Liability of Company in case of any dispute is limited to value of the product only.

Any disputes will be subject to Delhi jurisdiction of Delhi courts only.

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Project 10 Michael Kors Bounce Back Brief

Process

To design a Bounce Back card of specific size highling the directions and terms & conditions of the offer.

Using the fonts of the brand, creating a design which is light on eyes and hilghlights all the directions, terms and conditions using typography.

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Project 11 Ads/Easels Brief

Using the pictures given by the brand and placing the brand’s logo around those pictures in particular size.

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Project 12 Jimmy Choo Bag Brief

Process

Packaging for Jimmy Choo ( Handbag).

Understanding the different techniques of printing like foiling and micro embossing.

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CONCLUSION All in all, this internship has not only taught me how to function in a professional work environment but has also given me critical insight into the world of paper, printing techniques, packaging, web design, graphics and design. The knowledge of fonts and typefaces that I had the opportunity to have will stay on with me and help in all my future endeavours. I know now what the importance of design is, to put together a project of importance.

It has taught me work ethiques, hard work and has consolidated my deep love for my line of work that would help me wholeheartedly pursue it as a career from here onwards. I will forever be grateful for this opportunity and learning experience.

Topic of Internship: Graphic Design Bachelors of Design Fashion Communication Batch of 2015-2019