summer internship project by Himani Singh Industry Mentor : Rohit Taitwal Name of college Mentor : Mrs. Vandana Wekhande Department Affiliation, FC Department
Job Title
Graphic Design Intern duration
1st June, 2019 - 31st July, 2019 Location
Saket, Delhi
bEAM AND WORDS
summer internship project
aCKNOWLEDGEMENTS We hereby acknowledge the great opportunity that was provided to us and all the elements that made a contribution towards our understanding throughout this period. I am very grateful to my internship college mentor Mrs Vandana Wekhande for the encouragement and moral support in organizing my work and giving us valuable tips for making it presentable. I would like to pay our gratitude to Mr. Rohit Taitwal , our industry mentor and his team at Beam and Words for guiding us throughout the internship period and providing assignments which enhanced our learning about the industry at various stages. I am obliged to National Institute of Fashion Technology, Mumbai for giving me an opportunity to work with an esteem organization as an academic part.
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p r e f a ce This document is a concise report of eight weeks summer internship, starting June 1, 2019 ending July 31, 2019, that I underwent at Beam and Words based in New Delhi. The objective of this internship is to ease students into the routine of a proper work environment as well as understand the functioning of the respective industries they work in. The document talks about the company, my role as an intern and the projects worked on. It also speaks of various learning experiences , work ethics and how I evolved as a graphic designer throughout these eight weeks.
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contents
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Internship Brief
Company Profile • About • Aim • Vision • Mission • Organizational Structure • Services
• Clients
Projects • Methodology • Clients 20 Client 1: Select CITYWALK 54 Client 2: Mesa Wine Bistro 58 Client 3: Confluence 64 Client 4: The Art Appreciation Society
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Conclusion
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i nte r ns h i p b r i e f Beam and Words was born in 2012, beginning with a focus on three things as a firm: public relations, digital media marketing and graphic design, and it now offers more integrated communication solutions across platforms. Beam & Words offers customised
communication solutions and tailored strategies with one objective – to build narratives that are relevant and effective. This singular thought flows through all their efforts across mediums. I was a part of the B&W’s Design team where I was asked majorly handle “Select CITYWALK” and help with a few creatives and social media posts of “Confluence”, “TAAS”, “Mesa wine bistro”. A lot of tasks and activities that I have worked on during my internship are familiar with what I’m studying at the moment. The internship was to provide me with the required industry exposure and how the deadlines can affect the work flow or the quality work. B&W gives the experience of working with different set of clients in the same firm and for the same position. Client briefs given are to be analysed and discussed over meetings and finally decided ideas and copy is forwarded to be manipulated into a creative. Mr. Rohit Taitwal being my industry mentor introduced several tools and techniques with the deeper and clearer knowledge of softwares to be used in the execution of the client briefs.
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com p a n y p r o f i le about Beam and Words was born in 2012, beginning with a focus on three things as a firm: public relations, digital media marketing and graphic design, and it now offers more integrated communication solutions across platforms. Beam & Words offers customised
communication solutions and tailored strategies with one objective – to build narratives that are relevant and effective. This singular thought flows through all their efforts across mediums. While their process is collaborative and research led, they use necessary tools to identify, embrace and demonstrate your brand’s key strengths and potential. From handling new-age and traditional media to creating relevant campaigns and amplifying digital assets, they target the right audience timed with the right message.
IMPRESSIONS INTO IMPACT IDEAS INTO CONVERSATIONS CAMPAIGNS INTO TANGIBLE OUTCOMES
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AIM They aim to turn ideas into conversations, campaigns into tangible outcomes and impressions into impact.
mi s s i o n Beam and Words, choose to achieve by growing in size as well as learning with time and their inclination towards Minimal conceptual designs. They work towards being an empathetic and yet professional design and consultancy agency.
vision Beam and words believes in the fact that every brand has a story to tell and they are here to help the brand tell their story. The
communication consultancy firm wants to work for the brands they love and want to give them a reason to believe in b&w. They want to create an impact on the brands through their range of services.
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o rg a n i z a t i o n a l s t r u c t u r e
founders
Sahil Marwaha
Abhinav Rajput
Co-Founder
Arjun Guleria
Co-Founder
Co-Founder
Design
Content
P u b l i c RE l a t i o n s
branding
Rohit Taitwal
Vaishnavi Shivram
Riya Agrawal
Rahul Chaudhary
Maliha Khan
Garima Singh
Graphic Designer
Serena Alam Shah Graphic Designer
Content writer
PR professional
PR professional
Brand Consultant Brand Consultant
Ankita Khanna Graphic Designer
B&W claims to be a flat organization which follows no hierarchy structure where all the members of the agency are at the same level. Either its an employee or a new intern, everyone would be treated with as an equally important part of the firm.
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Services at b&w experiences Experiences have a unique ability to communicate a lot that is often left unsaid; an anchor to help build recall and an emotive relationship with your audience. From identifying concepts that speak the clients language, to finalising appropriate venues, guest lists, and collaborators, b&w brings the right audience a step closer to the client’s brand while building on a larger community.
strategy Setting up a new brand or restructuring an existing one, a sound communication strategy is fundamental to creating relevance and resonance. Their process begins with researching and understanding the fundamentals including target market, purpose, differentiation, brand mix and product mix which is then articulated into a robust identity for your brand. Each approach is unique while combining creativity, custom approaches and in-depth studies for strategies that are relevant, efficient and transformative.
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digital They even handle website developments, social media marketing, campaigns and digital strategies. Backed by data and analytics, B&w’s approach is flexible yet unorthodox with an objective to increase engagement while also establishing associations online – all while keeping the bigger picture in mind for the client.
public relations • Media targeting and outreach • Tastemakers and digital influencers • Strategic partnerships • Press meets and conferences
content creation They develop relevant narratives and strategies across mediums to serve the client’s purpose. To ensure constructive communication, a thorough study of the brand is done to formulate elements that need to be accentuated. Through a strategic flow of content, they develop techniques that effectively communicate the concept.
design • Branding • Packaging • Concepts • Visual concepts and language • Brand architecture
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Clients
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p r o j ects methodology
Introduction to the Brief
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Analysis of the brief
Group Discussion Design team and content writers meet for better design outcome.
Finalizing the idea The idea is about the basic layout of the creative/design.
Recieving the final Copy
Explorations
Deadline Working on one finalized design out of the explorations
Approval Approval of the final design by the industry mentor
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Client 1: Select Citywalk Select CITYWALK is a shopping centre located in the Saket District Centre, in Saket, New Delhi. The 1,300,000 sq ft (120,000 m2) retail development is spread over 6 acres (24,000 m2) and includes a 4 km long multiplex, serviced apartments, offices and public spaces. The mall was developed by Select Infrastructure, a joint venture between the Select group and the Aarone Group.
The Shopping center also has 180+ stores representing over 500 major Indian and international brands of clothes and apparels including Aldo, Charles & Keith, Calvin Klein, Armani Exchange, Gant, Aeropostale (clothing), etc. Tommy Hilfiger flagship store, and Calvin Klein’s first standalone store in India, featuring CK Jeans and CK Underwear. Select CITYWALK is one of the major clients of B&w where the design agency handles campaigns, branding, design and digital presence of the mall.
K EYWO R DS • • • • • • •
Minimal Designs Content vs graphic ratio: 60/40 Prefer images over vectors/illustration Emphasis on the logo as much as possible Simple over chaotic designs Professional yet creative Deadline of every brief- 5 pm daily
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Wifi creative
Project Brief Design a creative to be placed in the corridors of the mall of size 24x40 inches. The creative is for cnveying the message to the visitors of the availability of “Free wifi“ in the mall.
Points to ponder •
CITYWALK wifi name is CITYWALK SHOUUT
Explorations
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final creatives
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Birthday emailer
Project Brief Design an emailer for the client which has to be sent out to the employees of select CITYWALK on the dates of their birthdays. Its a birthday celebration for the employees whose birthday falls in the june-july month. The emailer should act like an invitation to the event with social dancing with dancers “Utsav and Kamna“.
Points to ponder • • • •
Image of the guest dancers in focus. Happy colors Emphasis on the copy Emphasis on the select logo.
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explored creatives
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Janmashtami emailer
Project Brief Design an emailer for the client which has to be sent out to the employees of select CITYWALK on the occasion of Janmashtami.
Points to ponder • •
Emphasis on the copy Emphasis on the select logo.
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final creative
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U n i t e d BE a t s
Project Brief Design a main creative for an event called “World Percussion Day” with United Beats on occasion of Independence Day. The creative would be further be adapted into different sizes for the hoardings, standees, emailers and more.
Points to ponder • •
Announce the event @ SCW Easy to adapt design theme
Explorations
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explored background
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casa vogue
Project Brief Design a creative in size 219mm x 282mm for Select CITYWALK’s home category brands. Vogue magazine ad.
Points to ponder • • • •
Use home category images Do not use any element with transparency other than 100. Color density not more than 300. Provide color and more than two copy options
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Perfume couture
Project Brief Design an easel for the brand outlet of “Perfume couture“
Points to ponder • • •
Brand follows Minimal design No illustrations No select CITYWALK logo
Explorations
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Final easel
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Friendship Day
Project Brief Design a creative for an event of “Love Lock“ for the celebration of Friendship day. The creative has to follow the idea of “Lock your friendship with nail lock puzzle”.
Points to ponder • • •
Brand follows Minimal design Clearly depicted concept of nail puzzle Color scheme of love and care
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Explorations
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Contest
Project Brief Design a creative for the announcement of a contest to be held at Select CITYWALK. There are three types of contest creatives (i) Design (ii) Art-focused (iii) Festive
Points to ponder • • •
Clear communication Apply section highlighted Graphics minimum
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Final creatives
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Doctor’ s day
Project Brief (i)
Design a complimentary PVR ticket coupon for the doctor’s visiting the mall.
(ii)
Design a discount booklet which would be given off to the doctor’s visiting Select CITYWALK during the celebration. The discount booklet should have the collection of special offers provided by selected outlets.
Points to ponder • • •
Highlight brand logo and offer Include no illustrations Sleek and professional booklet
PVR Ticket coupon
Front
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back
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KA r g i l D i w a s
Project Brief (i)
Design a notebook for the Kargil Diwas celebration. The notebook should reflect the imagery of ARMY and should include 5 separators, cover, back cover and basic pages. (Use of Letters written by the army men to their family for the 5 separators in the notebook.)
(ii)
Design a Main creative for the event of Kargil DIwas celebration which could be further be adapted into different sizes.
(iii)
Design a hoarding with the announcement of the Kargil Diwas celebration as well as the activities and performances going to be held during the event.
(iv)
Design a whatsapp creative for circulation. “Save the date“ reminding people about the event through whatsapp.
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#hereforyou
Project Brief #hereforyou is a campaign pitched to Select CITYWALK for increasing their consumer experience using digital media. (i)
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Part 1 The campaign follows two directions and is composed of two kinds of deliverables for the client Direction 1: Warm, friendly, personal, intimate, supportive, serious, humble, reassuring Direction 2: Confident, exciting, young, light-hearted, relatable, fun, witty, enthusiastic Deliverables- 2 standees, 2 hoarding, escalator easel, elevator easel, parking easel, newspaper ad, tote bag design
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(ii)
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Part 2 Campaign pitched again after the feedback from the client and the brand consultant Deliverables- 2 standees, 3 hoarding
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Client 2: Mesa Wine Bistro Mesa wine Bistro is a new restaurant.
K EYWO R DS • • • •
Minimal Designs Emphasis on the logo Simple and plain designs Emphasis on the ambience of the restaurant and the food
Project Brief Design an whatsapp creative for a restaurant on their event of Lunch Tasting.
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Client 3: Confluence Confluence is a sub-brand of swarowski diamonds and this jewelry collective demonstrates the vibrancy, color, craft, workmanship bringing alive the signature, vision of each designer. The debut collection features statement designs by Amrapali, Eina Ahluwalia, Gaurav Gupta, Isharya, JJ Valaya, Manish Arora, Outhouse, Pernia Qureshi, Rohit Bal, Shivan & Narresh and Suneet Varma.
B&w handles the online presence of Confluence including instagram, facebook and their website.
K EYWO R DS • • • •
Minimal Designs Emphasis on the collection Emphasis on the logo Simple and plain designs
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Confluence Facebook cover
Project Brief Use the images provided by the client to design a facebook cover page for the latest brand campaign “Sparkle of Brilliance“.
Points to ponder • •
Subtle and minimal design Luxurious and focus on the collection
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final posts
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Instagram story
Project Brief Considering the design aesthetics of the earlier stories by the brand, design the instagram story of confluence for the latest collection worn by the clients at their weddings.
Points to ponder • • •
2 stories for each client No. of clients to be worked on is 2 First story highlights the client in the jewelry and second highlights their moment with the jewelry
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final posts
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Facebook Cover
Project Brief Use the images provided by the client to design a facebook cover page for the latest edoMer series.
Points to ponder •
Use of the image preferred by the client.
Final posts
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Client 4: Select Citywalk The art appreciation society (TAAS) is an up and coming endeavour to bring art closer to the masses. Art is always viewed from a distance and those who talk of it are regarded as though they’re speaking gobbledegook. TAAS aims to bridge the gap between the average population and art.
B&w handles the online presence of TAAS including instagram, facebook and their website.
K EYWO R DS • • • • • • •
Minimal Designs Focus on the main artwork Logo is just a part of the creative Simple over chaotic designs Professional Subtle Color palette of warm, vintage and dark shades
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Instagram posts
Project Brief Design a layout/template/frame for the initial posts of the brand “TAAS“ for instagram. Designed posts for 25 days.
Points to ponder • • • •
Simple design Flexible enough to be manipulated with all the fields of art Can be easily reposted with a considerable layout When reposted the focus should still be the artwork and not the layout
Explorations
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final posts
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concl u s i on The past two months of my internship have been very instructive for me. Beam and Words has offered me opportunities to learn and develop myself in many areas. I gained a lot of experience in the field of graphic design. A lot of tasks and activities that I have worked on during my internship are familiar with what I’m studying at the moment. This helped me figure out my areas of interest and what i would like to focus on in future. I developed a new design methodology with every passing day at the internship and have achieved better idea of Digital media. To start working on the briefs, I researched thoroughly about the purpose of the project and the audience that needs to be targetted. This summer internship project was the right exposure to the industry. I have learned to work in a business organisation and apply my knowledge into practice. The interns were welcomed in the main B&W meeting of every project so let it be the Branding of “Select CITYWALK” or the ideation of the brand campaign for “Vanilla Moon”. Mr. Rohit Taitwal, my industry mentor was always supportive and a professional with his knowledge of the different softwares, especially Adobe illustrator. He was very helpful and always willing to give me advice and feedback which I appreciate. Beam and words is a design agency which follows a no hierarchy structure of organization and therefore treats a 5 year old employee same as a new intern/trainee. This helped me to grow and get exposure of as many fields of digital communication design as possible.
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