Graduation Document - Jansher Aidan Bakhshi

Page 139

SILHOUETTE, SURFACE & DETAIL

The drafting of Titan case shape variants allowed for a look at the individual cases in a way that was not biased to size. Having chartered out all the major case shapes produced at Titan, a design effort began to open a new chapter for Titan watches. Titan had moved from importing watches from China, to making its own watches and now after 30 years of producing watches on a quick product development cycle, it was going to set out to consolidate its own design DNA. Since this part of the project will not be added in the document to respect client confidentiality, I wanted to pass on the the reader the process of how I went about this part of the design challenge since it can be a challenging task to set a design language and we do not have enough documents in our archives that really lay out the process to do so.

The process of crafting a design language for Titan started with looking at the case shapes as alphabets. The design effort as to whole was looked at as though it was an exercise in crafting a new typeface. With all the different case shapes drafted out in plan, it was ease to look at each case as an individual character. Gateway sheets were applied on top of the drafting sheets and black paint was used to paint the silhouettes of each case. Once the the silhouettes were extracted, they were laid out together and rescaled to work as letters in the same fashion that one would lay out type form. At this stage, one needs to resolve the forms to make them coherent with one another. You cannot start resolving the silhouette simply on the basis on what looks nice, it needs to be done in accordance to the company’s core values, history and

promises. If there are too many different attributes that come from the value stage, one will need to sit with the client and resolve the brand until the attributes are actionable. One cannot do this on their own, the client has to spell these out. The branding exercise done in the chapters before will laid out some clarity in this respect but the design cues were resolved beyond the stage of the three brand stories, which again, cannot be shared at this point. After silhouettes are resolved, one can move to surfaces and details, however it is essential that the key attributes start to reflect right from the silhouette stage and stay consistent as one details things out.

Graduation Project | Titan Vision Next: Explorations in Recrafting the Watch Proposition | 139


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REFLECTIONS

2min
page 199

INFORMATION REFERENCES

4min
pages 200-203

IMAGE REFERENCES

12min
pages 204-211

DESIGN IS

1min
pages 189-192

FIRST MANUFACTURE DRAFT

1min
pages 175-180

STORYTELLING AS A VISIONING TOOL

1min
pages 185-188

INTERCHANGEABLE BEZEL OPTIONS

0
pages 171-174

FINAL DESIGN

2min
pages 165-170

MOODBOARD

1min
pages 157-158

IDEA DEVELOPMENT - KEY SKETCHES

1min
pages 159-162

IDEA DEVELOPMENT - QUICK PROTOTYPES

1min
pages 163-164

ADOPTION PLAN & DESIGN STORY

2min
pages 155-156

TREND - USERS

0
page 151

DESIGN - NEXT

0
page 152

TREND - BRANDS, STORES

0
page 150

ADOPTION STRATEGY - RAGA

1min
page 143

SILHOUETTE, SURFACE & DETAIL

3min
pages 139-142

TITAN CASE SHAPE VARIANTS

2min
pages 137-138

MANUFACTURING

3min
pages 132-134

WATCH CONSTRUCTION AT TITAN

2min
pages 135-136

DESIGN LANGUAGE AT SCALE

3min
pages 129-130

APPLICATION ON TITAN

3min
page 131

DESIGN LANGUAGE

8min
pages 121-128

BRAND STORIES

3min
pages 117-120

DEFINING BRAND USING CORE METHOD

1min
pages 115-116

WHERE ARE COMPANIES HEADED?

3min
pages 113-114

DEFINING BRAND USING JUNG’S ARCHETYPES

2min
pages 107-112

DEFINING BRAND FROM PARENT BRANDS

4min
pages 101-106

SYNTHESIS FROM INTERNAL CONVERSATIONS

3min
pages 99-100

TITAN AT CORE

3min
pages 97-98

REFRAMED BRIEF

2min
pages 93-96

COMPETITIVE OVERLAPS WITHIN TITAN

3min
pages 90-92

COMPETITIVE OVERLAPS OUTSIDE TITAN

5min
pages 84-89

PRODUCT DIFFERENTIATION PARAMETERS

2min
page 77

TITAN WATCHES FOUNDING PHILOSOPHY

2min
pages 71-72

TITAN - USERS & NON-USERS

5min
pages 73-76

WHERE ARE WATCHES GOING?

4min
pages 67-70

INDIA’S RELATIONSHIP WITH WATCHES

4min
pages 62-63

THE HISTORY OF TIMEKEEPING DEVICES

7min
pages 52-56

WRISTWATCH DESIGN EVOLUTION

9min
pages 57-61

INNOVATION IN WRISTWATCHES

4min
pages 49-51

WRISTWATCH TEARDOWN

2min
page 29

TREND FORMULATION

1min
pages 47-48

CROSS-FERTILIZATION IN WATCHES

2min
pages 45-46

WATCH GROUPS & PRICE SPECTRUM

5min
pages 40-44

WRISTWATCH GENRES

5min
pages 37-39

WATCHCASE MATERIALS

4min
pages 34-36

WATCH TERMINOLOGY

10min
pages 30-33

INITIAL BRIEF

1min
pages 25-28

NATIONAL INSTITUTE OF DESIGN

1min
pages 15-16

SYNOPSIS

1min
page 23

ACKNOWLEDGMENTS

1min
page 11

TITAN COMPANY LIMITED

3min
pages 19-22

TIMELINE

0
page 24

PRODUCT DESIGN

1min
pages 17-18

PREFACE

0
page 10

CONTENTS

1min
pages 12-14
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