Portfolio 2012

Hafsah J A Parkar B Des Communication Design

CONTENTS: Identity Design, Branding, Print, Space Design, Environmental Graphics and Packaging Design & Graphics.

ON MY MIND Four years of college life and nearly two years of working in the industry...

Subtle and meaningful changes in the methodology of design approach is the knowledge I carry with me.

Hafsah (n)- lion’s cub. Having such an interesting meaning for my name, I make myself believe that I am a little different from the rest of the folks I know. As a cub starts its struggle to find a meaningful spot in the jungle and gather knowledge from its mother, I believe that I am doing the same, wherein the jungle is this career path of being a designer. As one of my favourite TV serial character saysIts a Jungle Out There. I am still on the path of gathering knowledge and as it is truly said that Knowledge is Power!

In this field, being ignorant will definitely make you feel inadequate.

I have worked with quite a diverse group of people and there is one thing that I have learnt - Every designer had a fingerprint. You just have to look closely to find it.

Photo Credits: Cover Image: Abhay Singh Projects Nagapudi Travel, Kena Notebooks & The Orchard: Harshita S K Projects: Paramahamsa Space Concepts, Kena Mousepads: Charutha Regunathan

You are about to view my fingerprints in detail.

Cheers!

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IDEN T I T Y

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BRAN DING

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NAGAPUDI TRAVEL is a young, dynamic, service

oriented travel agency which provides seamless travel and related services customised to the traveller’s needs.

THE DESIGN NEED An identity had to be designed for Nagapudi Travel corporation to communicate the foremost idea of targeting prompt service without compromising on quality. This later had to be adapted for use for various collaterals for the company to increase its brand communication.

Hafsah J A Parkar // B Des Communication Design

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COLOUR:

CMYK: (40, 100, 100, 0) RBG: (165, 45, 50)

Nagapudi Travel // 7

The Nagapudi Travel brand working as a stamp is a unique and charming idea that talks about personalized services and trustworthy planning and convenient scheduling of all travel arrangements.

This logo has very high recall value due to its unusual form and an element of surprise to find a brand working as stamp or vice versa!

The font used here for the company name is ‘PortagoITC TT’ which gives the feeling of a rubber stamp while ‘Rough typewriter’ has been used to give key details about the company which adds to its authenticity.

PAPER: Letterheard + Envelope: Munken Polar 90GSM // Cards: Matt Art Card 280 GSM

Hafsah J A Parkar // B Des Communication Design

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Nagapudi Travel // 9

Mousepad & Pen

Travel Pouch to carry the tickets and other particulars for a journey

Front Laptop Bag

Mug Graphics

Back Tshirt Graphics

Hafsah J A Parkar // B Des Communication Design

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Ridz // 11

R

RIDZ is the name of the client’s boat which he owned in

COLOUR:

Dubai. It was an acronym for his daughter’s name.

THE DESIGN NEED

CMYK: (40, 0, 100, 0) Pantone: 374U

An elegant typeface has been used to give the feeling of the ocean and the sea breeze. The colour swatch considered was a vibrant green as it was bright enough to stand out on the ocean.

An identity which would stand out on a boat had to be designed to garner enough attention and also capture the essence of the ocean. This identity was adapted to form other collaterals that were used by the racing team at the event.

Hafsah J A Parkar // B Des Communication Design

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Ridz // 13

Flag designed for the races

Logo as appearing on the Boat

Tshirt Graphics

Visual Language on the cap

Hafsah J A Parkar // B Des Communication Design

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The Orchard // 15

O

THE ORCHARD is a vegetarian Indian restaurant that was

to open in North Bangalore. The basic task was to make a distinction between the other cafe’s and restaurants in the same area with the similar name.

COLOURS:

CMYK: (20, 40, 65, 0)

The logo has been inspired from the ornamental forms in India. This gives is a classic and elegant form.

The colour palette is inspired from the spices used in Indian cooking.

THE DESIGN NEED The identity had to convey the idea of an elite and sophisticated dining experience. This place was for the sole purpose of family gatherings and office lunch meetings. It is a place for quiet and exquisite food.

CMYK: (70, 35, 100, 30)

CMYK: (0, 90, 100, 20)

Hafsah J A Parkar // B Des Communication Design

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The Orchard // 17

Signage for the restaurant made from acrylic sheets with back lighting

Menu card printed on Art Card 280GSM, laminated with centre pinning

Lobby signage printed on Flex

Hafsah J A Parkar // B Des Communication Design

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MAHA LACTO needed to increase their market share in response to their competitors especially Alpenliebe. They wanted to carve out a newer audience for themselves as Maha Lacto was associated with experience and maturity.

THE DESIGN NEED Maha Lacto needed an image makeover. They needed to appeal to all types of children rather than the mature lot. As they were popularly sold in the rural areas, it became a challenge to make the brand more appealing to the city children too.

Hafsah J A Parkar // B Des Communication Design

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Maha Lacto // 21

Design Layout on the Foil

COLOURS:

CMYK: (0, 100, 100, 0)

The eye knows it all. An intelligent yet fun character was introduced such that it would connect with the target audience on a more personal level. A heavy set font had to be used to place emphasis on the words- Maha to keep the brand image intact.

CMYK: (0, 0, 0, 100)

CMYK: (0, 0, 80, 0)

3D render of the toffee

Hafsah J A Parkar // B Des Communication Design

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Kena Design // 23

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K ENA DESIGN has a very vibrant colour pallete.

The idea of extending the same colours to create office stationery added to the vibrancy of Kena Design.

Kena visual language

THE DESIGN NEED This became an excellent design exercise in terms of material understanding and printing. Since the colour pallete was very rich and bright, it became a challenge to use every colour proportionately. Appropriately, Mousepads and Notebooks were designed for the office.

The other designs

Thumbprint closeup

Hafsah J A Parkar // B Des Communication Design

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NESTEA had already entered the Indian market with their powdered Ice Tea. A new launch campaign had to be designed to launch the liquid drink in India.

Covers digitally printed on Matt Art Card 300GSM while the Inside pages were printed in offset one colour on Maplitho 120GSM paper. Size of each book is 145mm x 210mm, 200 pages with black wiro binding.

THE DESIGN NEED Using the splash to signify the lightness and freshness of the flavour was the main aim of the campaign. A specific visual had been designed which was later adapted according to the collaterals that had to be designed.

Inside page closeup

Detail of the pattern

Hafsah J A Parkar // B Des Communication Design

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Nestea // 27

The splash was a photo manipulation of many water shots to manipulate the directionality. The colours used were consistent with the Nestea identity. A clean layout had been kept in mind so as not to overpower the look and feel of the drink.

Visual language adapted for the poster - 1:2 size

Hafsah J A Parkar // B Des Communication Design

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Visual language adapted for the Billboard- 2:1 size

Visual language adapted for the truck- two specific sizes

During Kyoorius Designyatra, 2009, I had made some observations about the Dutch designs that were being showcased. Combining a style of illustration, which is still a work in progress, I was able to come up with this graphic.

Hafsah J A Parkar // B Des Communication Design

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Paramahamsa Space Concepts // 31

PRINT

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PUBLI CATION

PARAMAHAMSA SPACE CONCEPTS The client wanted to showcase projects dealing in space design, lighting and door & window fixtures.

THE DESIGN NEED: Since the brochure was completely image based, a grid had to be specially designed which allowed the use of every relevant possible size of image giving the product maximum emphasis. The body copy also had to be developed accordingly.

Hafsah J A Parkar // B Des Communication Design

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DOMESTIC VIOLENCE AWARENESS Awareness had to be created about the Domestic Violence Act amongst North India. The poster had to be adapted in three languages- English, Khasi and Assamese for distribution in the area.

CONCEPT :

Paper: Garda Pat13 Kiara 200GSM // Page size 200 x 280mm

Paper: Berga Image Paper, 100GSM // Envelope size: 304mm x 220mm

The colour palette was to be predominantly ‘purple’ with ‘pink’ as these were the colours associated with the Domestic Violence Act. Since the poster was to be used in an area where illiteracy was a problem, the visual had to be stark and communicative.

S T H G I R N E W OM Hafsah J A Parkar // B Des Communication Design

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THE BEATLES As an assignment to understand Information Graphics and try our hand at illustration, our professor had asked us to map the musical journey of our favourite music artist in my case, The Beatles!

THE DESIGN NEED: The Beatles had released a number of albums during their illustrious career. Each album had an interesting story to tell. Depicting the album, its year and star rating was an easy task, but to incorporate other data became a challenge. The colours also had to be as vibrant as The Beatles themselves.

THE CONCEPT: Using a colourful map inspired from a crossword puzzle became a novel idea to map the albums release by The Beatles. The colour palette was inspired from their Yellow Submarine album as it captured their essence in the true sense.

Offset Print on Maplitho 120GSM Hafsah J A Parkar // B Des Communication Design

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Printed on Bond Paper 200 GSM

Six degrees of Separation or just Communication In this garbled mess of the world, we keep adding to the mess with words - not lost without emotion are these words and faces.

Hafsah J A Parkar // B Des Communication Design

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SPACE

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TRANS ITION

TECH MAHINDRA In a series of wall graphics to be designed for the Tech Mahindra office space, the client had provided with the respective themes required to be illustrated. The themes were Evolution of Energy, Go Green and Pledge towards a Greener Earth.

THE DESIGN NEED: Each wall panel had been designed with a distinctive colour palette in mind. Also, the graphics were to be printed on a larger canvas thus making it important for each visual to be understood irrespective of the viewing distance.

Hafsah J A Parkar // B Des Communication Design

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Tech Mahindra // 41

THE STORY OF ENERGY

Hafsah J A Parkar // B Des Communication Design

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Tech Mahindra // 43

GO GREEN, RECYCLE

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Mobile Exhibition // 45

PUNE MOBILE EXHIBITION - REFORMERS OF PUNE The brief was to design a mobile exhibition depicting Pune The Treasure of India. This was a group assignment where each group had been given a particular section

CONCEPT: Inspired by the Wada’s in Pune, the look and feel of the exhibition was derived from there. The centre court had been designed as an Angaan.

MATERIALS: Lightweight and easy to construct materials had to be used to make for easy transportation of the exhibit. Frames made of Mild Steel (MS) with a square cross section had been considered. Readily available exhibition panels were considered. Light fixtures made of tin cans added to the list of easily available materials.

The breakdown of the materials used to build the structure

A part of the structure assembled

Panel Layout

Hafsah J A Parkar // B Des Communication Design

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Mobile Exhibition // 47

Right side view of the exhibition

Floor plan for the exhibition was adapted in a manner so as to allow movement in either direction i.e Left or Right. The centre area is inspired from the Wada found in the old houses in pune. These Wada’s or courtyards usually have a neem tree in the centre. Taking that into consideration, we have added a display unit for presentation and movie purposes.

Hafsah J A Parkar // B Des Communication Design

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Sycon Constructions // 49

SYCON CONSTRUCTIONS The client wanted a graphic designed for the transitional area that was present at the entrance of his office

CONCEPT: Using the tree rings as a metaphor, every project that had been done by Sycon was illustrated to match with a cross section of the tree’s life to signify the time of completion of the project and the depth of it.

Option One of the type of layout and finishing treatment

Hafsah J A Parkar // B Des Communication Design

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Sycon Constructions // 51

Option Two of the type of layout and finishing treatment

Hafsah J A Parkar // B Des Communication Design

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PACK AGING

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GRAP H I C S

RED ROOSTER PERFORMANCE The company wanted to market the Diesel Tuning Box used for race cars in India. A box had to be designed to store three types of harnesses with a common box graphic.

CONCEPT: As the client is very particular about the coverage his logo gets, the best option was to use the enlarged version of the logo on the front of the pack. The colour palette was limited to black and its shades so as to enhance the feeling of carbon fibres.

Hafsah J A Parkar // B Des Communication Design

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Red Rooster Performance // 55 280

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Front of Box

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Key lines for the packaging. All measurements in mm All measurements in mm

Back of Box

Simulation of the box when assembled

Side flap of Box

Hafsah J A Parkar // B Des Communication Design

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Heinz Indonesia // 57

HEINZ INDONESIA To provide a new packaging design for the new variant which was to be launched in the market.

CONCEPT: An element that was slightly different from the current range of the sardine tins was to be introduced, to make the look more exciting and bring out the newness of the flavour. This element was used to bring out the nutritional value of the brand.

On the shelf

Redesigned labelled for the new flavour of the brand

Although this was not part of the original brief, while exploring for concepts of the original idea, we stumbled upon this style of an architecture which could be used for all the variants of ABC . When stacked as such on the shelf in the retail stores, the uniformity would be the attraction thus also giving ABC a large part of the market share.

Hafsah J A Parkar // B Des Communication Design

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Inspired from a mosaic tile work on a peacock at the Jaipur palace, this visual was created to be used as end pages for a publication design.

Each vector has been designed to fit the mosaic pattern of the original display. It took a total of two days to complete this design.

Hafsah J A Parkar // B Des Communication Design

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All work showcased in the book is a combined effort of me and my peers while working at Kena Design, Pickle Lintas, DMA Yellow Works and Symbiosis Institute of Design (SID).