“AT THE WINDOWSEAT” GRAPHIC DESIGN, BRAND BUILDING AND TYPOGRAPHY
A Project submitted to Department of Fashion Communication NIFT-Bengaluru In partial fulfillment of the degree of Bachelor’s of Design in Fashion Communication
Guided By Dr.VIBHAVARI KUMAR (Associate Professor)
Submitted by GOKULKRISHNAN BD/14/1620
Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102
DOCUMENT PRINTED AT PRINT EXPRESS 9/5, Richmond Road, Opp To Elenza Hotel, Richmond Town, Bengaluru, Karnataka 560025
This document “AT THE WINDOWSEAT� is a report of the graduation project work done during the time as a graphic designer specialized in brand building and visual communication intern at Windowseat Communications, Bengaluru under the academic curriculum of National Institute of Fashion Technology, Bengaluru. All works that have been included in this project document are copyright protected. All copyrights reserved with Windowseat Communications.
No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronical or mechanical methods without prior permission of Windowseat communications, NIFT expect in case of brief quotations embodied in critical reviews and certain other non-commercial use permitted my copyright law. For any queries or permission requests, contact or write to the address below :
Anjaligokulam, Muttambalam P.O Kottayam, -686004. +91 8547529693 gokul.storyteller@gmail.com kkgokulk777@gmail.com
Hey, I can see you from the
turning mirrors into Windows .
DECLARATION
CERTIFICATE
I GOKULKRISHNAN. hereby declare that the Graduation Project, titled ‘AT WINDOWSEAT’ is a record of original work undertaken by me for the award of the degree of B.Des in Fashion Communication. I have completed this study under the supervision of Dr. VIBHAVARI KUMAR Associate Professor Department of Fashion Communication.
This is to certify that the Graduation project titled “AT WINDOWSEAT” is a record of work done by the student, GOKULKRISHNAN, BD/14/1620 as a Regular student for the degree of B.Des Fashion Communication during the period of Dec 2017 to May 2018, which represents as independent work and does not form the base for any previous work.. PLACE: Bengaluru
I also declare that this graduation project thesis has not been submitted for the award of any degree, diploma, associateship, fellowship or other title. I hereby confirm the originality of the work and that there is no plagiarism in any part of the dissertation.
Place: Bengaluru Date: Signature of the candidate Name : GOKULKRISHNAN Reg No : BD/14/1620
DATE :
Under the Guidance Vibhavari Kumar, Associate Professor Department Of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102.
------------------------ (External Jury Member)
------------------------ (External Jury Member) -----------------------(External Jury Member)
-----------------------(External Jury Member)
ACKNOWLEDGEMENT I would sincerely like to thank Mr. Anil Kumar, Creative Director Windowseat Communications for guiding me well and truly with all the valuable knowledge that he has with his experience of over 15 years and my academic mentor Dr. Vibhavari Kumar Associate Professor Department of Fashion communication, NIFT, Bengaluru. And also some of my friends in helping me get to some ideas and helping in terms with content and copy, then my parents for kind support right through the completion of the project. Sincere thanks to Mr. Sanjeev C.M Assistant professor Department of Fashion Communication, NIFT, Bengaluru for his valuable feedbacks and support in completing this documentation. Once again I would love to be thankful and grateful to all those who has been a part in some way or the other with respect to this project report.
JOINED JAN 8th
RELIEVED MAY 11th
Getting the Windowseat .
Getting the windowseat was always fun and exciting, and one of the best people I have come across is the creative director of Windowseat Communication Mr. Anil Kumar. He is a person with a vast experience of almost 15 years in the advertising industry. The new methods to approach a certain project, how to handle the client brief, what are the usual methods to complete a campaign all these were given a new dimension and new perspective in the interacton with him at the office. So at WindowSeat we keep the curiosity always up while designing stuff.
ABOUT COMPANY .
NO 500 3RD FLOOR, CMH ROAD, INDIRANAGAR BANGALORE KA 560038
all works presented in this document has been ideated and developed by the creative team of windowseat communications.
Windowseat communications and the author of this document has all the rights to make any changes or corrections.
BEING AT THE WINDOWSEAT WAS FUN.
THE MOST CHALLENGING TASK WAS TO SELL THE CREATIVES TO THE SAME AGENCY WHICH IS DOING THE SAME FOR IT’S PROFIT. IT WAS ADVERTISING TO THE ADVERTISING. THE CHALLENGE WAS ON...
ADVERTISING TO AN ADVERTISING AGENCY.
ORGANIZATIONAL STRUCTURE FOUNDER | CEO VINOD
WE THE CURIOUS CRE E D Apart from strategy, development, curation and execution, some more integrated approaches are:
CREATIVE PARTNER JISHNU DASGUPTA
DIRECTOR BRAND DESIGN MADHAN
Identifying and pitching Campaigns and stories Branding and Brand communication Advertising Digital marketing Integerated media campaigns social media Analytics and Reporting
ACCOUNT DIRECTOR SACHIN
ACCOUNTANT SASHIDHAR
CREATIVE DIRECTOR ANILKUMAR
DIGITAL MANAGER MANI ART DIRECTOR SUDHI
There is only one division in the organization and there are no multpile departments, and I was under the mentoring of ANILKUMAR (Creative Director)
ART DIRECTOR SHYAM
INTERN
GOKULKRISHNAN
3 4 5 APPLYING TO REAL LIFE
2
ITERATING
LEARNING ABOUT THE BRAND.
1 6 7
BUILDING THE COMPLETE BRAND LANGUAGE
BREAKTHROUGH
BRAINSTORMING
UNDERSTANDING THE BRIEF
WHAT’S INSIDE.
WINDOWSEAT RE-BRANDING
SWARATHMA RE-BRANDING
Getting to know the Brief
Project Brief
About the brand
Music is life
Brand values
Indian folk fusion
Understanding the competitors
Design requirements
Initial Iterations
Initial Iterations
Concept and construction
Inception of the identity
Applying Golden ratio
Construction process
Specially designed font
Typography construction
Developement of the typeface
Colour palatte
logo and logotype spacing
How to use the colours
Brand visual usage
Right way to write
Colour palette
Listen to the Musical fonts
Typefaces
Applications
Applications to real life
Goodies
UI/UX design
180 degree view
Brand guidelines
Apparel Graphics
GRADUATION PROJECT.
Windowseat Communications Private Limited is a Private incorporated on 26 March 2012. It is classified as Non-govt company and is registered at Registrar of Companies, Bangalore. Its authorized share capital is Rs. 100,000 and its paid up capital is Rs. 100,000.It is inolved in Business activities n.e.c. Directors of Windowseat Communications Private Limited are Rita Vinod, Jishnu Dasgupta, Vinod Vijaykumar, . Its Email address is vinodvk@windowseat.co.in and its registered address is NO 500 3RD FLOOR, CMH ROAD, INDIRANAGAR BANGALORE KA 560038 IN , - , . Current status of Windowseat Communications Private Limited is - Active.
Mentor : Anil Kumar
BREAK LOGIC MAKE MAGIC.
PROJECT 01 | BRIEF Windowseat communications is one among the many Advertising and creative agencies in the hot spot of Indiranagar CMH road, near the metro station. The brief was to create a new brand identity and viusal language to make this six year old agency step apart from the rest of the creative and advertising agencies around to create a mark.
What you see will be magical.
What can come across to you when you have a windowseat is always magical. Why we love to have a windowseat, since we get into the shoes of a kid and feel the curiosity in our minds and always expect the extraordinary to happen to us. The feeling of experiencing or seeing something new is always magical for anyone. Thus the name of the agency is decided to be “windowseat�, and relating to the curious mind and as a creative agency we like to show that we are always up for the greatest challenges and to discover new dimensions of solution for the clients and campaigns we work upon. Also our strategy planning one of those factors, which most of our faithful clients always like in us. Thus to come and have a windowseat ride or to be at the windowseat as a staff is all about being always up for the unknown, strange and new dimensions to occur to you in a way that makes you feel magical and feel on top of the world.
Windowseat for Curiosity. The first thing that comes to our mind when we think of the most precious word which is ‘curiosity’ for moving forward in life is a kid who is always in the hunt to learn new perspectives in his life and master those, also to apply it in his later stages of life. So the power of the word curiosity almost eqaual to
survival and moving forward. Thus the brand name has been decided in such a way that, the people who work for the firm and the clients who believe in us to know that we are alwasy in the hunt to make something magical.
LOGIC and MAGIC The company follows a tagline of it’s own which is “break logic and make magic” it in simple words is trying to tell you that, the agency is always trying to break the usual conventional concepts and process to discover a new magic which is going to be confusing initially but will eventually come out to be the new trend to follow and thus create a standard for others to follow. Simply trying to create it’s own originality in the industry and the firm wants to be known as the benchmark organization for the future in the creative field of advertising and communications. We believe in breaking the odd because, it’s only when the ordinary usual was broken new magical ideas and stories were born to run for the next future. It’s only the creed which dare to take this challenge and break the logic can make magic out of the mind.
CURIOUS CREED The term “curious creed” is used to depict the community of all the unconventional curious minds who day and night heat up their heads to produce the magic which the organization delivers to it’s clients and partners. Thus the firm always looks for the curious minds who are up for exploring the unknown dimensions of certain ideas and concepts.
Let’s break the usual by flipping the page to know more about.
Breaking logic and creating a magical view. It is fun to break the logic, but there is this thin line between going totally stupid and totally coming up with the magic. Thus it is a great challenge to think in the unconventional directions and catch the atttention of the receiver and present it in the best communicating way since it will something out of the normal universe which the normal mind will travel. The atmosphere here in the company is absolutely refreshing for the mind and way the creative team works. It makes the designers free at their mind and able to have the focus and pressence of mind required for the the output of the brief. As in the process of four months sitting at the window seat and interacting with experience from different verticals such as creative direction, art, strategy building and marketing also not to forget the awesome talent of talking and how it can extract more clients and projects. It’s all about the right visual with the right words that matters always and everywhere. In the whole process of building a new brand language for the creative agency itself, the main thing which was to be kept in mind was to go to the upside down or the parallel mind and get some unknown cocepts and create the curiosity among people.
The Brand was about 6 years old and still in the initial stages of its growth as a big company, thus the ideal time for some magic to happen is now and the oppertunity was always open to the desingers inside the windowseat creed, it’s only they had to grab it and execute it to create a mark among the competitors.
Requirement The brand needed a complete rebranding, from a new identity to even the smallest of details to enhance it’s brand communication in south india and around the globe once the benchmark is set by the agency.
.the magical view
Getting to know the competitors. Always to stay in the hunt we need to know about our fellow competitors and have to analyse them very well to know their strengths and weakness, so that we can focus on what strength and weakness of our own company needs to be renovated or redesigned.
There are almost five tough competitors in an around bangalore and kochi kerala for windowseat.
LOCAL NETWORK | kochi Local is not small, Local is not basic, Local is the fundamental building block that assembles itself to create national, global, universal and what not. Local is simple, honest, motivated and curious. We are what we want our clients to be.
TOUGH COMPETION All the competitors are already well established and thus gives tough competion to windowseat in the same sector, which is mostly based in kerala as window has some major clients from the God’s own country. But even windowseat has some strong clients in bengaluru, which can be grown into a level of competion for the companies like Happy Mcgarry Bowen bengaluru.
HAPPY McGARRY BOWEN NIRVANA PIXEL | kochi
We are artists, writers, filmmakers, dreamers, musicians, tweeters, designers, instagrammers, gamers, dancers. Coming together under one roof in Bangalore. With a common belief that an idea can change everything. We are not a creative agency. We are an idea shop. We are not an organisation, we are an organism. Alive and kicking.
Pixel Nirvana is an interdisciplinary design studio based in Cochin / Kochi. We are passionate about design. We love to solve real world problems with design solutions that are magically simple and useable. For us, design is not confined to aesthetic arrangement of objects. Rather, we consider design as a powerful tool to create products and solutions for a better world. We are constantly studying people and markets across the globe. This strong research-oriented approach helps us arrive at efficient solutions that are indigenous and context-aware.
STARK COMMUNICATIONS WE ARE ALL ABOUT STORIES POWERED BY INSIGHTS, PEOPLE AND PASSION. WE MAKE SURE OUR STORIES ARE HEARD AND WORK IN MARKET PLACES ACROSS THE GLOBE. WE ARE A 360 DEGREE CREATIVE AGENCY ENTRENCHED IN KERALA. WE ARE TOURISM SPECIALISTS WHO HAVE SUCCESSFULLY NURTURED SOME OF THE MOST POWERFUL TOURISM BRANDS IN INDIA. WE ARE STARK.
EUNANIUONS | kochi We are a group of creative artists offering innovative multimedia creations in the service of product marketing. Our capabilities include all aspects of explainer video production, animation, web design, animated modules for e-learning, graphic design for feature films and a host of other skills.
Initial Iterations.
Initially the brand had a logo of the word “windowseat� written in a little jumpled structutre inside a small window to show the curiosity and the childish factor into the identity. It was said to totally change the visual but to keep the concept of curiosity in the new identity and the brand communication.
Brainstorming The initial iterations done as to get into the grove of the concept and brainstorming. Intial thinking was on being happy at the windowseat, or about the concept of the companines crystal clear strategies.
Gradually in the process of iterating and conceptualizing through hand sketches, some shape of the whole concept was developing and since the initial ideas of being happy was rejected by the creative director. The process took a new turn to in cooperate the concept of curiosity and only focus on that.
All the sketches depicted in the following mockups are original and authentic to the author of this document and the credit for the the mockups are given with all respect to the respective owners those works.
Design and Concepts : GokulKrishnan Guided by : Anil Kumar
Concept of curiosity and strategy, with an unconvention. Almost around a month of working on the iterations and trying to break the ice, the idea of showing a see through, which can give an abstract image of a window and thus tell you strories through the curious vision. Always the thinking went in the direction to make the alphabet ‘W’ and alphabet ‘S’ into an identity which can depict some sort of imagery which will show a window but the challenge was not get any cliche characteristics of any existing design or concept. One of the major concern while working in this direction was not immitate the features of gaint brands like National Geographic. Thus always this was kept in mind and then went in search of some new dimensions to make the magic and surprise the world and clients.
The process of iteration was hardest in the process of making this brand language.
The Butterfly. We all go through the process of metamorphosis while creating something and we all face the point where we feel like we are never going to break the cocoon and come out flying, but it’s when we think it is over or stuck, the breakthrough happens.
Level 02 Iterations.
Iteration 01.
Iteration 02.
Iteration 03.
Iteration 04.
And at some point the ureka moment has to happen and this was it. This iteration was selected by the creative director and was asked to work on this direction for creating the brand language.
FINAL BRAND IDENTITY
Window for curiosity, that was the core idea and the breakthrough give the above depicted identity.
Identity Construction. IDEA
Introduction After all the stress and frustrations of heating your brain for identifying the channel through which the entire journey of this branding project has to travel. But the moment it was cracked and identified, a whole new world of ideas concepts where unlocked and could come easily through the window of magic , so there were three main elements taken for the construction of the logo and those are
alphabet”O”, combined with a window through which anyone can look for more more curious thighs which falls in the other dimension of the logic and usual. This was decided once it was fixed the only core concept to be taken for the making of the brand was mainly curiosity and since the name is derived in such a way to depict, the factor of window also was to be kept in the concept.
“O” SHAPES
ALPHABET “O” CURIOSITY
The concept and process which will appear in the coming pages are strictly copy righted by the author.
WINDOW
The basic shapes used in the making of the identity are circle and rectangle, it is not meant that it’s directly depicted in the logo, only the needed elements are taken into the identity.
CONSTRUCTION PROCESS .
WINDOW SEAT The Word window is always something depicts curiosity and excitement, thus it is the key word for the construction.
STEP 02
WINDOW SEAT
STEP 04
STEP 05
Now, as the idea of inscribing alphabet ‘O’ has been decided, now the next challenge was to how it can be visually represented in the most simple and elegant manner and how it also can be used in different platforms.
So, after some serious thinking it was decided that the shape of the window of a flight is best for the identity, with the factor of using the shape in multiple platforms and mediums as required.
In this step, the main idea was to focus on the word window and how it can be inscribed into the typo, as well as keeping the idea of curiosity in mind.
OW SEAT
WIND STEP 03 On further going forward, the idea of inscribing the concept of window into the alphabet ‘O’ so as to make the identity inside the typo and to also use the typo together with the identity as required at respective mediums and platforms.
O So, after the shape of a flight window was fixed. It was then fused with the alphabet “o” and combinig both , a new brand identity was formed.
THE PLOT.
INCEPTION
Each and every detail needs to be presented, as there should not be no margin for error in the process of branding. The inception of deciding on the measurements and aesthetics of the logo, a circle was first drawn inside the square of the golden rectangle with side ‘a’ and was set as the basic ratio for the identity.
DEVELOPMENT
Now after obtaining the circle , another circle was drawn in such a way that it will inscribe inside the golden rectangle and intersect at the middle of the golden rectangle and thus height of the logo was derived in this manner. Now since we have two intersecting points, where if draw a line parallel to the base of the rectangle.
CONCEPT
In this step you have to draw a line perpendicular to the parallel line obtained in the previous step, which will pass through the centre of the two circles and thus give you an intersecting point.
DERIVING
Now, once you obtain the intersecting point inside the golden rectangle which will be the midpoint of the rectangle. Make this a point of meeting for another set of two circles which are in a reduced ratio of the initial circles, in a way it will midpoint on a parallel tangent to both the circles.
BORN
Now, join the two set of circles with their respective tangents to their respective counter part circles. Now we have obtained the width of the identity and it is well inscribed in a golden ratio with respect to the dimensions of the identity. Thus the final refined brand identity is born into the world.
LOGO DEVELOPMENT.
The first thing is to draw a golden rectangle with corresponding sides with the golden ratio, now inscribe a cricle inside the biggest square of the golden rectangle. This will be taken as the curve of the logo and the diameter is the side of the square. The width and height of the logo will be eventually derived from this circle, thus this circle remains to be the core element of the construction and is how simple basic shapes are used to develope the windowseat logo and give it some aesthetic meaning with respect to the golden ratio. Now once you have obtained this cirlce, the next step to be done is as follows.
Draw another circle of the same radius and inscribe in the golden ratio in such a way that the newly drawn circle will intersect the first circle at the centre line of the golden ratio rectangle. Now the total height of the logo is the height of the golden rectangle and can obtain that if we draw a line perpendicular through the midpoint of the rectangle and intersecting the mid line obtained by the interecton of the two circles. Now as the height and width of the logo is obtained even without the refference of the golden rectangle and can be derived anytime. The nezt step is to construct the thickness of the logo uniforminly.
In this step, we have to join the two intersecting points and make a ine parallel to the base. Now two more circles have to be made with the same radius and has to be reduced with the same ratio until it perfectly fits the into the middle by making the parallel line the tangent to both the circles( 2nd set of circles).
Now, the last and final most step, in which we have to join the two sets of circles obtained and thus will be able to identify the thickness of the logo which will be according to the aestheticts and measurements of the golden ratio. Thus by obtaining this way, we can also construct the logo even without the refference of golden ratio but still have the elements of it in the logo, thus by explaining this process the idea was to depict how the logo has been formed and on what basis, how it can be constructed in way that can be uniform everywhere and also keep the aesthetic value of the logo to be same everywhere and well derived.
SPACING OF THE IDENTITY.
Width of the icon is 0.75X
X
3.5 / 2 X
Once the actual width, height and thickness of the logo was formed, the next step was to create the right amount of space required for the brand identity when placed near to something else in all context. This was done with basic grid measurement in adobe illlustrator and four smallest suqare units together was taken as one unit “X” for the spacing of the logo and all the other elements to come.
THE UNIT “X”
2.5 / 2 X
One unit = X, Standard Measuring unit for the brand identity and the logotype. Where “X” is a square which is made of 4 smaller squares, thus the ratio of the big square to the four smaller ones will be 1 : 4.
SPECIALLY DESIGNED FONT.
NEW BORN FONT. THE ‘WINDOW’ FONT
CHARACTERISTICS.
As it is depicted in the previous page, a new specially designed font is developed to add the originality and to build a strong brang communication around the world if needed. As the logo is a something which can be used in many ways and many mediums, inventing a new typography was an exciting challenge to take up and it will always enhance the image and value of the brand since it is a creative communication agency and through this , the trust also can be build with the clients as it’s showing how serious the agency is about any detail even if it is so small. Also shows the focus the brand has when it comes to create something as a full package.
The key and main characteristics of the typogrpahy is derived from the logo itself in order to maintain the features of the brand identity everywhere it will used.
Welcome on board ‘WINDOW ’ font.
The typo is customized in such a way to give the it the same characteristics of the logo(icon), so as to maintain the uniforminty of the visual and brand language.
The above depicted font is totally newly created and the copyrights for this font is owned by the author of this document GOKULKRISHNAN. The process of making this font and the inspirations and ideas will be depicted in the coming pages. It is shared in this book for documentation purpose and is not for copying.
THOUGHT. The main idea was to create a simple yet minimalistic typography which can be used as required anywhere in any context.
Even the tip of the alphabets are made or derived from the curved shape of the logo and it has been constructed exactly with the same ratio as compared to the main logo.
36 CHAPTRS OF TYPE .
CONSTRUCTION
TYPOGRAHY WAS A REVELATION FOR ME AS A GRAPHIC DESIGNER.
IT WAS GREAT TO WORK FOR THE KING AND YES, TYPOGRAPHY IS KING.
BOWL MADE WITH THE CHARACTERSITCS OF THE BRAND LOGO.
ASCENT LINE
CAP LINE
MEAN LINE
THE LEG OF THE ALPHABETS ARE MADE FROM INSCRIBING THE BRAND LOGO.
BASE LINE
JOINTS ARE MOSTLY MADE OF A SHAPE OF RECTANGLE WITH THE THICKNESS OF THE BRAND LOGO.
THE MAIN CHARACTERSITCS OF THE ALPHABETS ARE IT IS DERIVED FROM THE BRAND LOGO.
ASCENT LINE
CAP LINE
MEAN LINE
AT TIMES JOINTS ARE MADE BY INTERSECTING THE CURVE OF THE BRAND LOGO AND MERGING.
BASE LINE
LIGATURE ARE GIVEN A CHARACTERISTIC OF THE BRAND LOGO AT THE TIP OF THE RECTANGLE.
THE STEM OR MAIN STROKE IS MADE OF THE BRAND LOGO BY INSCRIBING IT DIRECTLY.
ASCENT LINE
CAP LINE
MEAN LINE
BASE LINE
THE ALPHABET IS DERIVED FROM THE LOGO DIRECTLY AND GIVEN THE SAME FEATURES.
ACCENDER
LOGO ELEMENT
LOOP / JOINT
STEM OR MAIN STROKE
BOWL JUNCTURE
SPUR LOOP OR BOWL
BOWL
BOWL
BOWL TERMINAL
JUNCTURE
LIGATURE
LOOP
BOWL SAN SERIF
JUNCTURE OR JOINT
LEG
JOINT
COUNTER The complete typeface kit is made using one main element which is the brand logo, so as to give an uniform brand communication and strong visual language according to the platforms where it be used and presented. The logo either will be present in the full alphabet or will be inscribed into the tail,ear,leg, and spurof the typography.
BOWL
CHARACTERISTICS OF THE NEW FONT.
BOWL
SHOULDER
PLAYING WITH NUMBERS.
STEM BOWL
JUNCTURE
SPUR
JOINT SHOULDER
The numbers were also derived from the brand logo and it’s elements are directly being taken and applied to the numbers except for “one”.
LOGOTYPE .
SPACING OF MAIN LOGO.
THE ‘WINDOW’ FONT
SOMETHING
NEW,
AUTHENTIC CO M P L E T ELY OR I G I N AL FON T.
As a creative agency it’s all about being
3.5 X | height of the type.
authentic about all you do and project, thus it was a need to create something
Spacing between alphabets.
original and authentic as the brand visual language. Keeping this in mind
1.5 X
the idea of specially designing a new font was always on the cards.
3.5 X X
Spacing between words.
The logotype is given the treatment of luminosity since it’s one of the current design trends in visual communications and also the logo is only just highlighted with a fill colour and the word seat is written in an already existing font which is called “Acumin pro”. That is selected since it has almost the same charactersistics of the newly developed font and it will go with the complete logotype of the brand identity. Also it
was mandatory to keep in mind that it has to be minimalistic and communicating to the ordinary man to a creative designer, since it is the duty of the agency to maintain the trust and credibility with it’s interaction towards the world outside. The branding and uniform visual language will also give the employees in the agency to believe in themselves and feel proud of being one among.
It is important to specify the spacing of the whole logotype when merged together, since there is a mix of an identity, new type and an already exisiting typface. So to bring all the three elements together and place it aesthetically pleasins it was strict to follow the spacing guidelines.
All sapcing are based on the initial measurements used in the spacing of the icon.
One unit = X
TYPEFACES .
HOW TO WRITE & WHERE.
TYPEFACES | LOGOTYPE. . always for help. You are under cctv survivelance.
*
Acumin Variable Concept is the only used font for the brand so as to maintain effective and uniform brand communication through out the brand interactions and thus makes
Since the word “window” is designed with a customized font, the word next word “seat” is being written with typeface ‘Acumin Variable Concept Light’ , and then visually placed using the luminosity trend.
the brand unique and clear to understand.
ICONOGRAPHY
The Acumin Variable concept is not a free font, it should be bought via Typekit (Adobe cloud) to be used.
Using the characteristics of the logo, the icons were made.
Meet the Colours
| COLOUR PALETTE.
PRIMARY COLOURS
Brand Identity Usage. The distance at which anything can be placed from the logotype.
CINNABAR RED
HAITI BLACK
CMYK: 00 90 100 00 RGB: 239 65 35 #EF4123
CMYK: 75 70 65 80 RGB: 20 19 22 #141316
anything which needed to be inside the box can be placed within this distance from the logotype.
#808285 #BCBEC0
#A7A9AC #F1F2F2
#6D6E71
#97A9AC #E6E7E8
#58595B
#939598 #D1D3D4
#414042
SECONDARY COLOURS FLAME The colours “cinnabar red” and “haiti black” are used for the brand visual language because the red is kind of the spot colour and it shows postitve energy and thus is depicting the energetic and sharpness the curious will have with them always, like a flame which never goes off. Now coming to the black , it’s nothing more than a perfect contrast to the cinnabar red and also to keep the elements minimal as much as possible, and with these two primary colours 11 more secondary colours are used according to the need to use it on different platfomms. It’s the curious flame which you always have in your mind.
This is the outer boundary box from the logotype.
The subtitle can be placed after a space of X units
Flip to know the colour usage and combinations.
Sub Heading and placement
COLOUR COMBINATIONS The below depicted variations are wrong and should not be used.
The position to place the sub heading/ footer with the logo
Subtitles change according to the need of the composition and uage
It is always aligned to the logo in the logotype and is the starting opint as the same.
The above depicted variations are the correct versions of how the combinations will work
COLOUR COMBINATIONS The below depicted combinations are the mix which you can have in terms of foreground and background, when it comes to the placing the logotype over any particular background.
Two more variations are available for the designers to play with and also below it is depicted on how the identity shoud be used.
APPLYING TO THE REAL LIFE.
DIGITAL PLATFORM. GOING ONLINE In this fast moving world with high speed internet always available on the go. It is mandatory for a creative agency to always look up into their digital strategies and communication done right there. Thus it was decided to innovate a website which can go in both the platforms which are web and mobile. Thus a new idea and conept of a website had to be curated and put into action. Thus it became the need to get into the shoes of an UI/UX designers.
People don’t have no time to waste of getting into a computer and going online, Thus it’s mandatory to reach to their pockets.
UI / UX DESIGN.
Creating the impresion, and first impression is the best you can give. People who might search for the agencies website should be left with some factors to remember about the brand and anyways the work has to speak and apart from that if the agency can create the impression without even showing the work, thenimpact it can create into the positive side when they see the works will be magical.
CONCEPT After all the thinking, the idea is to keep the concept simple and attractive at the same time with the right colours and contrast being used. Also the copy plays a lot of role in the attention seeking process of a website, thus the wording “WE BREAK THE LOGIC AND MAKE MAGIC” have to be emphasisedin the home page.
The above depicted mockup is taken from the internet from a website named “MOCKUP WORLD” and the owner of that mockup holds all the rights.
This is a separate page made and is hidden and only if needed with the click on the menu button can take you to this page which is actually to get back if you lost direction.
WIRE FRAME.
MENU
1
2
3
4
5
6
7 WIREFRAME
LANDING PAGE
HOME PAGE
WORK PAGE
ABOUT PAGE
PROJECT REQUEST This is page which will lead the user once if he/she seems intrested in contacting the agency for any projects or campaign. This option is provided since if someone likes the work or the agency even before they see the work , also if they got to know about the firm and directly wish to contact for any project related work.
PEOPLE PAGE
CAREERS
CONTACT
WORK It is an unavoidable page link which comes in the work page, this page keeps on adding according to the number of works the agency finish. It follows certain design guuidelines but is just a replica which will keep on recuring according to the increase in the work. It also depicts how the basic fromat should be.
CURATION. Developing a website is always a challenge and it was a new experience for myself as a graphic designer but I wanted to take up the challenge since I got to be one among the curious creed.
The idea of the first page, that is the landing page which will only be lasting for around 2-3 secs max before you go into the homepage.
This is the main page which is the home page, and thus has to capture the attention and get the people’s mind already curious enough to know more.
PROCESS.
This is the page which will have all the works of the agency displayed inbreif to give the idea about what kind of brands do they deal with and what’s the potential.
Now once you click to see works in detail, it will be available for selecting individually and to link and go to the next page which will be the particular selected work.
This is a new page which is outside the main wireframe, that is the work which is selected to be viewed in detail. In this page it will have it’s own basic layout for the work to be displayed and explained in the best way possible to the visitors.
Next is the about page which is equally important as any other page, but also it has to be simple and clean so that in less time the introduction has to be said.
This is the meet the people page, where the staffs of the company will be introduced.
Now this is the last page which you might come across and it is as usal the contact page with address and other detaile, as how fast on can get in touch withth brand.
The below flow diagram is derived after understanding the current trends and frame work of the websites online.
All the sketches are orifinally hand drawn by the author of this document and has the complete rights over all of these ideations, curations and the process.
This flow diagrams and layout sketches are made for refference when giving life to the website. These are curated after been through an amount of research and also taking some new trends into consideration for adding spice to the look and feel of the digital platform, which is so crucial in this futuristic genration. and it is always the priority of the agency to focus on this platform so as to keep up with young minds as well as busy clients, who won’t have much time to go in detail about the agencies, so it’s about catching the attention in the smallest of time possible.
ONLINE WEBSITE HOME PAGE.
COPY IS KING The home page is made in such a way that the first impression itself the catch has to happen, and the best way to place something to get into the mind of the people visiting the website is great copy and content. So the tagline is only used to gain all the attention here so as to not complicate things for the viewer and make him feel at ease and take him through to the next pages with the curiosity he builts in the initial page.
The above depicted layout is totally new and authentic to the branding done and the owner holds the total rights for the layout and conceptualizing the website for application purposes.
CRUCIAL POINT This page is the most crucial page in the whole website not becaue it has to look magnificent, it is beacuse it is the work page and since the brand is a creative agency, no matter what the work has to speak to the online visitor who log into the website, becasue that is what they are searching for and why they are here in the website.
SUB PAGES There will be sub pages to this work page because if someone needs to see a particular work in detail, always the person can click on the work and then go into the next page and have a proper look into what has been done.
WORK PAGE.
ABOUT PAGE.
Hi , Hello.
Now we come to the about page, It is an important part in the website which can’t be neglected. Thus the right amount of emphasis has been given to this page and how well that can be achieved was a thought to think and the team came across the decision of making copy and content the king again and not make the page complicated with unwanted visuals or even elements, so as to keep the user in the comfort zone of reading what the firm is about quickly and then slowly moving down to meet the people who work here in this creative agency, the curious creed.
PEOPLE PAGE
CURIOUS CREED The people page is about meeting the curious creed(Employees) of windowseat communication and that has to be precise and to the point in order to hold the user for the right amount of time also to get to know the people who work in the agency and what they can contribute and create.
CAREER PAGE
JOIN US
Career page is so important as the users who come to this page will most probably the ones who are already impressed with the work and the style of the agency, and we can;t disappoint them in anyway and has to give them the full luxuary of a being the king in the website and with all the welcoming content and intresting unknown personality illustration, which will make the user think of himself being portrayed in the people page later once he is inside the windowseat community. These elements make the new intrested user think more curiouly in terms of how great the company is and the atmosphere is when comes to business.
CONTACT PAGE
HEAD TITLE
Contact page is so important in terms of connecting with the world outside, thus it was needed to keep the design simple yet communicate just the required materials without disturbing the visual elements used through out in the website. So it was just given the address in the most highlighted way and a gps map also, incase if the user needs to track the exact location to reach to us. And page has one more scroll down option with the basic elements of this site.
Only very minimal details are depicted in this page to keep it clear and communicating to the user and not to get any sort of confusions while checking location of the company since that is one major way to connect and buuild a bridge between the company and the world.
RETURN HOME
This is the maximum the user can scroll down thus brings the user to the bottom of the website which includes the basic footer of the website with minimal required information and still tittled as the contact page with just the elements being taken an up.
As mentioned earlier, it is mandatory to have a web portal which goes well with the mobile interface, because in this fast moving world, none has the time to log into their desktops/ laptops always.
Now coming to the third page, this one talks about the compnay and yet again the structure of the website is followed here and it is been kept simple with just copy and content. And the then the “people page� arrives in which the details and a brief about the already existing employees are mentioned, then we move on to the careers page where all the new available vacancy details will be provided. At last it ends with the contact page giving the location.
SCREEN 01/02
Screen 02
First page is important as it will be the first thing the user will see about the agency and it has kept the same visual language as that of the website. It will just have the copy of the agency and half of the second page is also visible. Now coming to the second screen, it mainly focus on the work portfolio which is the core of any creative agency, then the half of the next page is also visible as it is the style.
Screen 05
Screen 03
Screen 01
SCREEN 03,04,05.
Screen 04
THE FAST MOVING WORLD
GUDELINES CLIENT PRESENTATIONS
TITLE HEAD. COVER SLIDE
B E G A L U R U .
HEAD TITLE Since it is an advertising creative agency, the company will have a lot of presentations both for the clients as well as the in house ones, thus it will make an impact if that is followed certain visual elements which are derived from the branding of the agency. It will give the clients a good impression about the firm in the first go and also everything will look uniform with the usage of these guidelines a the right places.
The main elements used in the guidelines of the presentations are the logotype for the cover page, then the brand elements of connecting dots and then the logo in the title pages effectively to plant the image of the brand inside the mind of the people.
THE BODY SLIDE
• TITLE HEAD
TITLE SLIDES
| Sub Heading
COLLATERALS THE BIBLE
UNIFORM BRAND COMMUNICATION IS IMPORTANT.
The sketching diary is an In-house promotional material given to the newly joining employees and this was given some serious thought, which was to develope a story inside and depict it through illustrations.
The mockups depicted are taken from the internet from regonized websites to enhance the impact.
So the concept of the diary was decided as to keep it simple with a minimalistics illustration happening inside the diary at some intervals, all these to make the employee feel great about being working for the agency. Now coming to the most important element which can create a huge impact on the outsied world is the visiting card, and the idea was to show the clarity and simple clean approach the agency follows.
STATIONERY.
visiting card.
LETTER HEAD Coming to the letter head it is designed in the most minimal way possible and that is by just placing the logotype at the top right of the letter pad then the body copy after whic the at the bottom is the address ad the details of the company with also some logo elements being just introduced to keep the visual language continued through out the collaterals as well perfectly. Also it had to be kept in mind that how well it will sync with the envelope in which it will eventually be placed and will aslo be taken out from , and since that stroy needs to have a perfect transition form the envelope to the letter head when the user experience through these collaterals.
ENVELOPE As discussed before, the envelops are made with the fact that it has to blend with the letter head in order to keep the flow of communication perfect and smooth. Thus it has only been given very minimal details like the rest of the collaterals made for this branding.
ILLUSTRATIONS.
Meet Mr.Curious, the newly devoleped character for the story of a creative person at work. This is the series of illustrations which depicts the story of a creative person who goes through different stages in the creative process to achieve something great and satisfactory. As designers we all go through this phase where we struggle, learn, explore, observe and execute at the end of the day. Mr.Curious is made with the idea of a curious person as the company’s core value is to be curious about anything around them. Thus he is named curious to give that curiosity element for the employees who use the diary when they arrive on board.
PREPARATION
I ’a m
s u o i r C uMR. CURIOUS
I nc e p tio n.
In the process of starting a creative process, the first stage is the preparation stage,where you brainstorm, scribble and research on the various topics related to the concept and idea to be developed.
Hi,
These illustrations are created digitally on illustrator by the author
of this document , which he holds the complete rights.
While the individual begins to process her ideas, she begins to synthesize them using her imagination and begins to construct a creation. Gabora states that during this step, the individual does not actively try a find a solution, but continues to mull over the idea in the back of her head.
I nc e p tio n.
PURPOSE OF THE ILLUSTRATIONS. These illustrations were made for the sketching diary which has to be given to the employees who join the agency to have the Windowseat.
Illumination : As ideas begin to mature, the individual has an epiphany regarding how to piece her thoughts together in a manner that makes sense. The moment of illumination can happen unexpectedly. For example, an individual with the task of putting together an office party may have an idea for a theme while driving home from work.
I nc e p tio n.
Doodling his ways to build great idea starters, creating the construction into a work of thoughtful art.
Lo re m i p su m do lo r si t a me t, c o nse c
Lo re m i p s u m d o l o r s i t a m e t, c o n s e c te t u e r a d i p i s c i n g e l i t, s e d d i a m no n u m my n i b h e u ismo d t i nc id u nt ut lao re e t do lo re mag na
INCUBATION
SUMMARY OF THIS BRANDING STORY. This Branding project was always a great oppertunity for myself to explore into my know skills and experience in various platforms and areas of work, like typography, illustration and UI/UX. Which of these happened to be an add on into my skill set. Here I would like to introduce you the team that worked on this project with me and those are, Mr. AnilKumar (Creative Director), Vinod (CEO) and myself as the graphic designer and copy writer for this brand communication project for windowseat.
Swarathma is a Bangalore (India)-based Indian Folk/fusion band. The current line-up features Vasu Dixit (vocals and rhythm guitar), Pavan Kumar KJ (percussion and vocals), Varun Murali (guitar and vocals), Sanjeev Nayak (violin and vocals), Jishnu Dasgupta (bass guitar and vocals) and Joel Milan Baptist (drums). The band’s sound draws from Indian Folk and Classical Music, blending it with Western sounds like Blues Rock and Reggae. Their lyrics are inspired by personal journeys as well as social and political themes.
Mentor : Anil Kumar Guided by Jishnu Das Gupta.
PROJECT 02 | BRIEF swarathma is an indian folk fusion band, which is been in the industry for around 16 years and yet trying to make the breakthrough to the bigger stage. As they need some visual impact
INDIAN FOLK ROCK BAND
in the minds of their fans and music lovers, was asked to work on creating a new visual identity and visual language for the folk fusion indian band. It is mandatory to keep the indian elements in the logo yet compact.
MUSIC IS LIFE
Swarathma has released two full-length studio albums, the self-titled Swarathma (2009) and Topiwalleh (2012) as well as several singles and music videos. They were featured on the cover of Rolling Stone magazine’s India edition as well on their list of 25 Hottest Indian Bands.They swept the annual Jack Daniels Indian Rock Awards 2009, winning Band, Song and Album of the Year. They have toured Morocco, the United Kingdom, Hong Kong, Australia and Singapore and are one of India’s biggest folk rock bands.
The band was nominated in three of the eight categories of the Jack Daniels Indian Rock Awards 2008, including Best Vocalist, Best Song and Best Album/EP.
This was the first time that a song in Kannada was nominated for such an award.
INDIAN FOLK FUSION The band’s sound draws from Indian
The current line-up features
Vasu Dixit (vocals and rhythm guitar), Pavan Kumar KJ (percussion and vocals), Varun Murali (guitar and vocals), Sanjeev Nayak (violin and vocals), Jishnu Dasgupta (bass guitar and vocals) and Joel Milan Baptist (drums).
Folk and Classical Music, blending it with Western sounds like Blues Rock and Reggae. Their lyrics are inspired by personal journeys as well as social and political themes.
The above photographs are credited to the official swarathma owners and the author of the document do not own any rights over it and only used for educational purposes.
DESIGN REQUIREMENT The requirement for the project was to re-create a brand identity, the visual language for the band and how the events will turn out and what promotional collaterals to be included also the apparel t-shirt designs. Swarathma is something real and authentic thus needs a whole new orginal theme and concept.
Swarathma is best known for a number of often spontaneous collaborations that they both release and perform live. Their song “Pyaasi” (The Thirsty) features the voice of Shubha Mudgal, with whom they also went on to co-write the song ‘Duur Kinara’. They collaborated with Lebanese garage-blues act The Wanton Bishops to create a music video for their song ‘Lay it on Me’. They re-versioned Ekla Chalo Re, Rabindranath Tagore’s iconic song. They were a part of the global Power to the People project, bringing their Indian folk style to the international collaboration. Various artistes joined the band as guests in performances, notably saxophonist David Moskowicz of Lyons, France and Tavil player Raja of Bull Temple Road, Bangalore. Such varied instruments gave the band a sound unlike any other, while bringing together musicians from backgrounds so diverse that they could not converse with each other, not having a common language. Noted Indian pop-rock singer Rabbi Shergill also joined Swarathma on stage at the Nokia Music Connects Conference in September 2009.
Origin : Mysore and Banglore, India. Genre : Indian Folk/ Fusion. Years active : 2002 to present Labels : Independent Website : www.swarathma.com
LIVE ON MUSIC
INDIAN F O L K FUSION ROCK
Classical Music | Blues Rock | Reggae.
INITIAL ITERATION PROCESS
INTIAL DEVELOPING ITERATIONS
DERIVING THE FINAL LOGO.
INCEPTION OF THE IDENTITY HEAD TITLE The logo required an indian yet fusion western elements to it, thus after some serious thinking and iterations, the idea was cracked and it was to get one indian motif to bring the tradional indian feature, then to incoorperate the conept of music notes since the band is about serious authentic music and at the end the folk instrument thumbi was also inscribed.
Paisley or paisley pattern is an ornamental design using the but or boteh, a teardrop-shaped motif with a curved upper end. Of Persian origin, paisley designs became very popular in the West in the 18th and 19th centuries, following imports of post-Mughal Empire versions of the design from India, especially in the form of Kashmir shawls, and were then imitated locally. Although the fig- or almond-like form is of Persian origin, its English name derives from the town of Paisley, in West Scotland, a centre for textiles where paisley designs were produced.
PAISLEY
MUSIC NOTE
NOTES
In music, a note is the pitch and duration of a sound, and also its representation in musical notation . A note can also represent a pitch class. Notes are the building blocks of much written music: discretizations of musical phenomena that facilitate performance, comprehension, and analysis. Thus it was introduced.
TUMBI SOUND OF FOLK
The tumbi or toombi s a traditional North Indian musical instrument from Punjab. The high pitched, single string plucking instrument is associated with folk music of Punjab and presently very popular in Western Bhangra music.
CONSTRUCTION PROCESS CONCEPT
It is important to create a visual impact in the minds of the fans of the band “swarathma� and thus something other than a typo is also required to fix the visual in the minds of the followers.
+
= The obtained shape is an abstract verion of the fusion of tumbi and paisley motif .
Hence, the paisley motif is rotated like a mirror image of the actual perspective and is merged with the folk instrument tumbi to attain the identity
Flip to understand the detail of this construction process.
APPLYING GOLDEN SPIRAL
LOGO SPACING 2X X
Once the shape of the logo was fixed, it was the next step to refine it and give the final finish to it, and thus the golden spiral element was used to give the logo it’s final shape. It is made with the exact same curve of the spiral and thus is aesthetically well composed to provide the impact it has to the fans and other followers of the musical band. Also it is derived in such a way that to make it an easily remembering image.
X Flip to know how the new musical font construction.
TYPOGRAPHY PROCESS It was as important as creating a logo, to create a new font and typography for the brand name “swarathma” since it would be used in multiple mediums and platforms, so a new original identity have to present and there to contribute to the visual.
MUSICAL FONT
ROYAL MUSICAL FONT, is derived from the elements and characteristics of the brand identity created from the fusion of folk and rock music. Let’s li
CUSTOMIZED FONT. The Musical font is made in such way that it depicts the flow and royalty which is also communicated through the colour combinations.
Mainly the brand identity is being used in the tail and cap of the font “Aristocrat” which was initially manipulated in to the direction required. So the new font is specially customized for the brand communication of the folk fusion band for it’s various needs. It was also to give the characteristics of the musical notes through fusing the motif and the font “Aristocrat” together to form the royal font.
PRIMARY COLOURS
C M Y K 75 100 0 0 C M Y K 0 100 100 0
10 15 75 0
SECONDARY COLOURS
It was really a tough task to pick the colours for the brand language as it is a music band, it can go any extremes. That’s what usually people think but, the idea was to give the fusion elements even in the colours choosen, as to use it with the perfect blend at respective platforms and sitautions.
COLOUR PALATTE
Below are the colour combinations which only can be used when it comes to any context inorder to keep the uniformity and impact.
HOW TO USE THE COLOURS
The logo can be used according to the situation and need.
RIGHT WAY TO WRITE TYPEFACES
PRIMARY FONT.
SECONDARY FONTS
As “Aristocrat” is the basic font from which the logotype is derived, it is being selected as the main primary font to used for mainly headers and titles.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdrfghijklmnopqrstuvwxyz1234567890 UBUNTU | Light
ARISTOCRAT | Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdrfghijklmnopqrstuvwxyz1234567890
UBUNTU | Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdrfghijklmnopqrstuvwxyz1234567890
UBUNTU | Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdrfghijklmnopqrstuvwxyz1234567890
UBUNTU | Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdrfghijklmnopqrstuvwxyz1234567890
LET’S LISTEN TO THE MUSIC OF TYPOGRAHY. FLIP TO LISTEN.
LISTEN TO THE MUSICAL FONTS
TERMINAL
LEG
EAR FUSION.
STEM
JUNCTURE OR JOINT.
SPUR
The latest album which released recently, have the title named “ BETA SWEATER PEHENO” and it is a classical example of the mordern parental encounters with the kids of this era.
APPLICATIONS Since, it is an Indian folk fusion with rock musical band the possibility of application in various platforms are really high, thus this was a great challenge and an intresting one to take up. The themes of most of their albums are based on soical political satire and thus can attract a lot of attention if it hits the right crowd at the right time. With all these yet this is music and it has it’s own language and power.
FUSION. Promotional items include and start from the tickets, apparel, wrist bands and event space design when it comes to a musical band who creates geniune music and original tracks. The visual language to be in-coorperated inside the brand language is the liquid marbel texture effect to depict the element of fusion as well as to give the roayl abstract characteristics, and adding to that to depict the free flow of the music and it’s tunes into the minds of the people listening and signing them, thus fusion element is mostly used in the brand communication and promotional elemnts of the band for its shows.
BRAND IDENTITY.
TICKETS. Tickets above are made from free mockups from the website called “ mockup world” and the dates and rest of details mentioned are not real and are just mocks.
The Brand identity is used with the logotype in most of the promotional materials in order to sub consiously implant in the minds of the followers and new people who would have liked maybe just one album, but a spot on visual langauge can give an impact in the minds that the band is serious in it’s approach and will definitely try it’s best at making the perfect tracks for their well wishers.
GOODIES AND MATERIALS WE CARE FOR OUR FANS. As the music band can have an increase in the fan followers, it is a must to create some goodies and materials such as T-shirts, wrist bands etc to make them believe that they are also one among the swarathma troop. This give birth to the idea of extending the creation of the goodies and designing new T-shirts . It was asked not to make it so tacky or complicated so as to maintain the clarity and effective brand communcations.
ATMOSHPERE
Swarathma is that kind of band who loves to create original music and also to the people something to cheer about as well as think about due to their satirical approach in the making of new tracks. But with the fusion of rock/ western music coming into action, the atmosphere in the arena will be electrifying and energetic. Thus when it comes to how the event shapes up, the visual language during the event is basically simple yet impactful ;
180
DEGREE VIEW HEAD TITLE
Most probabbly the centre backdrop has the lyrics / title of the album, song whichever is being played is depicted. As it would be easy for the crowd to sing along or to follow up on what is happening exactly on the stage. Also the brand identity is given huge amount of importance here because it is the way which the visual will be impactfully planted in the minds of the audiance and fans.
The main factor kept in mind while iterating the concept of the stage design for the concert shows of the band was to give importatnce to the 360 degree view the spectator has in his vision when he is in the crowd. Thus is important to maintain the attention towards the concepts of the band.
During the process of iteration the below depicted plan was selected and processed forward to make
CENTRE
the mock ups for the execution of the upcoming events and shows of the folk rock musical band. Creating the visual for a stage is always challenging.
LEFT SIDE
RIGHT SIDE
The above depicted ideas are through mocks
CREATING THE ATMOSHPERE IS IMPORTANT, It can gift the fans a great experience, thus create the mark.
The 180 degree view of the whole stage and the anticipated crowd support once the band makes the establishment in the industry .
APPAREL GRAPHICS.
SPECIAL BLACK EDITION.
Beta Sweater peheno is the musical band’s latest album, in which the title is used in a sarcatic way to depict the overpower of parents over the exhusted children who are very much tired of all the usual routine and is still stuck in the trap of race to mars in the industry of education where actually the parents do the competion to show their pride to others.
BETA SWEATER PEHENO !
As part of the campaign of this satarical sarcastic album, the idea of launching some apparel goodies was in the mind of the guitarist Mr. Jishnu Das Gupta, as he wanted some buzz to happen before the album is released and antichipating that the album will take a right turn, their was a need to plan for some hoodies of the youth in bangalore for the next winter. Since the title of the album can be used and manipulated in multiple ways also became the catch for making the Swarathma hoodie for their loving fans, after the launch of the album, a new black edition was released to give the album more attention from most of the corners of the garden city bengaluru.
MARKETING COMMUNICATION FOR THOSE WHO LOVE COLLECTIONS
The love for collecting the materials we love to remember or experience it again is a normal behaviour and something to be given importance, thus the band also comes up with these cd covers and even a vynl package to sell to their special customers who would love to have it in their collection for a lifetime, since we consider that the best review or feedback we could get.
CD COVERS When it comes to music, it is a must to have a the CD, VNYL packaging sorted very well and attractive, so the task was challenging as fun to execute. The core idea was to keep it uniform and also to give the same visual language to create a strong impacct in the minds of the customers.
3 VARIATIONS As part of the full packaging kit, here are three variations which are the normal CD cover which comes in the blue tint, then the golden edition for the classic hits of the band and the special Even though the above depicted images are mockups of the suggested packaging for swarathma, it is strictly advised to maintain the same for the real world packaging.
balck edition where the customer can chose his favorite tracks and combine his own swarathma playlist for a CD/ VYNL.
SUMMARY OF THE MUSICAL JOURNEY This branding project was fun doing and it also gave me a window into the world of music and how it all works there. It was a pleasure working Swarathma and designing a new visual language for them with a new brand identity as well. This project was challenging and is still in progress to it’s final stages.
END OF 4 MONTHS | 18 WEEKS and the ride at the windowseat.
LEARNINGS.
It was a great pleasure to be under the mentor ship of Mr.Anil Kumar( Creative Director) at window seat communications. Interacting with almost 15 years of experience in advertising and communications was a great chance to learn a lot of things which is present in the industry curently and before. It is useful to know how it was dealt before not much technology and as well as how it is taken forward these days in the industry. It was a great to be with Mt.Anil that he was always up for all sorts of doubts and to pump you with motivation to do more. The one big thing i learned in the industry was, how keep your feet safe and still make the most of the oppertunity provided to you. Also how the industry works, what are basic traits of the clients and what they want according to the advertising industry. The thing of treating your junior staffs eqaully and friendly even without losing your stance in front of them. How to manage time and deliver the right amount of work at the right time. I was lucky enough to know how the advertising campaign unfolds and what are the steps included for making a perfect pitch to the client, Now coming to the project , it was a new experience in the department of typography in graphic desinging as well as a new try in the section of UI/UX design. Overall it was four months of new beginings and was the process of turning my mirrors into those spectacular windows where you can expect magic at any time.
BIBLIOGRAPHY refferance used. Featured Instruments, retrieved from beat of India. com Raj Karthik, 2017, June. Being Brave. Retrieved from Behance .net Window seat communications, Retrieved from windowseat.co.in Swarathma article, Retrieved from wikipedia. Retrieved from freepick.com David Airey, 2007, May, 17th. Typography Tips for graphic design students. Retrieved from www. davidairey.com Flora Richards-Gustafson, March 28, 2018. 5 steps in the creative process model. Retrieved from www. smallbusiness.chron.com Ashley Hamer, March 30, 2018. Retrieved from www.curiosity.com Swarathma official website, Retrived from www. swarathma.com Mockupworld. Retrieved from www.mockupworld. com Jami Oetting, April 02 2015. Retrieved from www. blog.hubspot.com Ramotion branding agency, Retrieved from www. ramotion.com Pentagram, World’s greatest creative agency. Retrieved from www.pentagram.com
KEEP BREAKING THE LOGIC FOR ONCE YOU WILL FIND MAGIC.
www.windowseat.co.in