CONTENTS ACKNOWLEDGEMENT SYNOPSIS ABOUT THE COMPANY HIERARCHY OF THE ORGANIZATION OBSERVATIONAL LEARNING PROJECTS: Areas of Work 1) Flyer Design 2) Menu Layouting 3) Sponsor Deck Layout 4) Shoe Print Design 5) Social Media creatives and Advertisements 6) Image Morphings 7) Image Retouching LEARNING OUTCOME
ACKNOWLEDGMENTS I would like to acknowledge The Creative Key, Delhi for letting me intern in their company and training me well in the organization. I want to thank my mentors - Mr. Shashwat Trivedi and Mr. Rajat Nanda for making me push my limits to increase my effectiveness and efficiency on the job. I want to show my gratitude to each member in my team who taught me and helped me through various projects that I did in the organization. Team Members: -Graphic Designers Ms. Rupal Rathee Ms. Akriti Choudary Mr. Hemant Singh Ms. Sadhya Luthra - Social Media Managers Ms. Ekta Chauhan Ms. Drishti Nagar I also want to thank the Fashion Communication department at the National Institute of Fashion Technology, Mumbai and my department mentor Mrs. Susmita Das, for nurturing and grooming to be industry ready.
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SYNOPSIS This document is submitted to National Institute of Fashion Technology, Mumbai is a detailed report of the two month industry internship done at the end of the 6th semester of the four year undergraduate program. This project was done under the guidance and mentoring by the people at The Creative Key, Delhi for a period of eight weeks starting from 27th May, 2019. I worked for The Creative Key as a Creative intern and had to help in creating digital or print based graphical content as per the client’s requirements.
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SERVICES
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SOCIAL MEDIA MARKETING
WEBSITE DESIGN AND DEVELOPMENT
SPACE DESIGN
PRODUCT PACKAGING DESIGN
GRAPHIC AND PRINT DESIGN
PHOTOGRAPHY AND VIDEOGRAPHY
SEARCH ENGINE OPTIMIZATION
CONTENT WRITING AND MARKETING
ABOUT THE COMPANY The Creative Key is a design and creative agency in Delhi. They provide Social Media, Product Design and Creative Services to companies and startups. The agency is a team of enthusiasts; who also call themselves best friends with creativity. They are messily excited and yet their work is organized. They manage and create design solutions for brands like Salad Days, Desley, Fat Lulu’s, Udaipur Tales, La Umami, The Raw Factory, Pet Sutra, Dana Choga etc. SERVICES - Social Media Marketing - Website Design and Development - Space Design - Product Packaging - Graphic and Print Design - Photography & Videography - Search Engine Optimization - Content Marketing My role in the organization: At The Creative Key, I was appointed as a Creative intern for a period of eight weeks. To create digital or print based graphical content as per the client’s requirements.
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HIERARCHY OF THE COMPANY FOUNDER
SOCIAL MEDIA DEPARTMENT
SOCIAL MEDIA MANAGERS/ CONTENT WRITERS
INTERN
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FREELANCERS
GRAPHIC DESIGN DEPARTMENT
GRAPHIC DESIGNERS
MOTION GRAPHIC ARTIST
INTERN
OBSERVATIONAL LEARNINGS WORK-FLOW
-Brief comes from the client to thee client servicing. -The brief goes to the Graphic Designers from the Social Media Managers who also worked in client servicing. - The designers then come up with ideas and options to be shown to the client. -The ideas/options are approved by the higher authorities and then sent to the client for approval. -If the client is not happy with the options, the design team repeats the whole process again and ideates on new ideas.
AFTER THE CLIENT HAS APPROVED THE IDEA
-In case of digital/print collaterals, after the layout and content is approved the deliverables are submitted to the client in raw format or as requested by the clients in jpeg or PDF formats. -In case of videos, the final option is submitted to the clients in the required sizes for social media or websites in MP4 format. -In case of image editing, the client gets the edited images in JPEG format. -In case for social media creatives, after client’s approval it is submitted to them in PNG format. -In case of other works like branding, packaging, interiors etc. The work goes to the client with open files, PNG, JPEG, PDF and EPS formats.
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CLIENT BRIEF
CREATIVE IDEATION
YES
CLIENT APPROVAL
CREATION/PRODUCTION
CLIENT RELEASE
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PROJECTS
UNDERTAKEN AS A CREATIVE INTERN
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AREAS OF WORK
PRINT DESIGN AND LAYOUTING
SOCIAL MEDIA POSTS & ADVERTISEMENTS
IMAGE MORPHINGS FOR SOCIAL MEDIA
IMAGE RETOUCHING
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IDEATIONS Client: Baked Pizza and Co Deliverables: A flyer to be distributed along with the newspapers. Objective: To a flyer for ‘Baked. Pizza & Co.’ highlighting its key features and the home delivery option during the cricket world cup season.
Front Side
Back Side
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FINAL VERSION Name of the Pizzeria
Bold headline in bright yellow to bring focus.
Bold headline, which is also the brands tag line in a grunge font
Sub Body Copy
Sub Body Copy with yellow panels to highlight the key features Dark blue gradient background with light brush strokes to create contrast with the copy
Image of pizza on an illustrated cricket pitch
Top view image of a pizza on a wooden tray Baked Pizza & Co. logo with the byline copy
Baked Pizza & Co. logo Front Side
Colours: 16
Page Size: A5 Portrait
Back Side
FLYER LAYOUT SPECIFICATIONS
SOCIAL MEDIA CREATIVES & ADS
Image Size: 1080X1080 pixels
Learning Outcomes: IMAGE SELECTION & MANIPULATION
TEXT PLACEMENT & GRAPHIC PLACEMENT
FOLLOWING THE CLIENT BRIEF
BEING CREATIVE UNDER RESTRICTIONS
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IDEATIONS
Back Cover
Client: Fat Lulu’s Deliverables: Redesigned menu for Fat Lulu’s new outlet in Jaipur. Objective: The restaurant wanted to add and subtract food items and redesign its original bar menu for its new outlet.
Front Cover
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Price reference sheet
Assets & typography reference
LAYOUT SPECIFICATIONS Fonts: Heading
1) Alegian 2) Castile Inline Grunge
Body Copy 1) Agency FB 2) Montserrat Page Size: 5.2”X11.7” Colours:
PAGES WHILE ORGANIZING INFORMATION 19
Final layout for print on A3 Sheet and centre-staple binding.
Paper: A3, 200 GSM semi-matte paper 20
Printing Surface: Back to back
PRINT SPECIFICATIONS
Learning Outcomes: FOLLOWING THE BRAND LANGUAGE
TEXT PLACEMENT & GRAPHIC PLACEMENT
WORKING UNDER TIME RESTRICTIONS
BEING CREATIVE UNDER RESTRICTIONS
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CLIENT BRIEF
REVIEWING ALL THE INFORMATION AND DOCUMENTS PROVIDED BY THE CLIENT AND MAKING NOTES
UNDERSTANDING THE BRAND AND THE FOOD FESTIVALS
RESEARCHING OTHER FOOD FESTIVALS AND THEIR SPONSOR PROPOSALS Client: Forhex Fair Deliverables: Sponsor Deck ( Sponsorship Proposal PPT) Objective: The organisers wanted to have a well documented ppt on the Pavilion for sponsors that had all data regarding the event.
ORGANISING AND SEGREGATING THE DATA ACCORDING INTO SLIDES
SEARCHING FOR APPROPRIATE IMAGES AND CREATING A LAYOUT OPTION Process 23
FINAL VERSION
Logo of The Pavilion by ForHex Fair Background colour same as the logo
Contents of the PPT
Image
Image to attract attention 24
All the details regarding date, Place, time, costs
Details about ForHex Fair
Categories available with description
Image
Details about The Pavilion on dark background
image of the products available 25
Up to four categories in one slide
Categories available with description 26
Dark banner with text
Types of sponsorships
First point is the amount to be paid
Upto four categories in one slide
Terms & Conditions
Special information for the Pavilion
Contact information Organizers
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Client: Lazy Jojo Deliverables: A print to be printed on the canvas shoe Objective: To see the reference image and create a similar visual, according to the shoe pattern.
Reference image provides by the client to be printed on the shoe
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Background texture made of clouds and fog for a mysterious mood
Throne cropped out of a Game of Thrones poster
Added shadows on the throne
The throne on the background
Final visual with some highlights and outer glow on the throne 30
Shoe pattern with bleed space
Final look
Learning Outcomes: CREATING DIGITAL VISUAL
LIGHT & SHADOW IN GRAPHICS
PRINTING ON CANVAS SHOE
USE OF MULTIPLE IMAGES TO CREATE A COMPOSITION
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IDEATIONS Client: Baked Pizza and Co
Background
Deliverables: Social Media Creative Objective: To a create a creative for matcha tea
White cup with light and shadow
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Add fake matcha tea
Adjust all highlights and shadow, add copy and logo
Add a hollow circle and add outer glow
Learning Outcomes: UNDERSTANDING IMAGE MANIPULATION
LIGHT & SHADOW IN GRAPHICS
Add sketched clouds to fill the empty space
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Discount unit
IDEATION
Client: The Burger Club Deliverables: Social Media Creative and ads Objective: To a create a creative for TBC informing about the discounts
Isolated Burger
Background, combine all and adjust light and shadows
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SOCIAL MEDIA CREATIVES & AD
Image Size: 1080X1080 pixels
Learning Outcomes: IMAGE SELECTION & MANIPULATION
ISOLATING OBJECTS
UNDERSTANDING UNITS
20% RULE FOR SOCIAL MEDIA ADVERTISEMENTS
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Ball of garbage with shadows
POLLUTED EARTH
Client: Red Coral Deliverables: Social Media Creative Objective: To a create a creative for Red Coral for World Nature Conservation Day
Dirty water made using water image, colour overlay and liquefy
Combine the both, adjust light and shadows
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ANIMATED SOCIAL MEDIA CREATIVE
The counter keeps on increasing
Image Size: 1080X1080 pixels
Learning Outcomes: IMAGE SELECTION & MANIPULATION
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ISOLATING OBJECTS
UNDERSTANDING LAYOUT
FAMILIARIZATION WITH AFTER EFFECTS
OTHER SOCIAL MEDIA CREATIVES & ADS
Image Size: 1080X1080 pixels
Learning Outcomes: IMAGE SELECTION & MANIPULATION
TEXT PLACEMENT & GRAPHIC PLACEMENT
FOLLOWING THE CLIENT BRIEF
BEING CREATIVE UNDER RESTRICTIONS
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IDEATIONS
Image
Client: The Burger Club Deliverables: Social Media Creative and ads
Off Button
Objective: To a create a creative for TBC for EID
On Button
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IDEATIONS
Image Size: 1080X1080 pixels
The switch toggles to Feast
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IDEATIONS
Image Size: 1080X1080 pixels
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The switch toggles to Feast
FINAL VERSION
Add TBC logo on a night sky
Add a semi-circle as moon and add glow
Add shadows and darkness
Learning Outcomes: UNDERSTANDING IMAGE MANIPULATION
BEING CREATIVE UNDER RESTRICTIONS
Add copy
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Add a yoga form outline
FINAL VERSION
Client: The Raw Factory Deliverables: Social Media Creative Objective: To a create a creative for Red Coral for Yoga Day
Add pumpkin seeds, Balance light and shadows
Add copy
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IDEATIONS Image
Client: Baked The Raw Pizza Factory and Co Deliverables: Social Media Creative Objective: To a create aimage creative morphing for matcha withtea their products
Resized image
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FINAL
Product
Adjust all highlights and shadow
Mask the product on the image
Learning Outcomes: UNDERSTANDING IMAGE MANIPULATION
Add Logos
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IDEATIONS Client: Baked The Raw Pizza Factory and Co Deliverables: Social Media Creative Objective: To a create aimage creative morphing for matcha withtea their products Image
Resize image and duplicate the nuts
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FINAL
Product
Adjust all highlights and shadow
Mask the product on the image
Learning Outcomes: UNDERSTANDING IMAGE MANIPULATION
Add Logos
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OTHER PRODUCT MORPHINGS
Image Size: 1080X1080 pixels
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OTHER PRODUCT MORPHINGS
Image Size: 1080X1080 pixels
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OTHER PRODUCT MORPHINGS
Image Size: 1080X1080 pixels
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OTHER PRODUCT MORPHINGS
Image Size: 1080X1080 pixels
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OTHER PRODUCT MORPHINGS
Image Size: 1080X1080 pixels
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FREE IMAGES FOR SOCIAL MEDIA
Image Size: 1080X1080 pixels
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Mobile clicked images
FINAL VERSION Client: Lazy Jojo Deliverables: Website images Objective: To edit over 800 product images for their website
Basic light, colour adjustment
Use action in Photoshop for similar steps
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LEARNING OUTCOME After interning for 2 months at The Creative Key, Delhi i learned about the functioning of creative agency. Due to the mentoring and guidance by the employees at the agency, I was able to strengthen my knowledge and efficiency in graphics. Since I was the part of the Design department in the organization, I learned how the agency deals with the clients, a client’s brief and the creative restriction that the agency has and the overall implementation and execution of ideas according to the brief. My overall experience at the firm was very fruitful.
Learning Outcomes: WORKING WITH DEADLINES AND RESTRICTIONS
BUSINESS FUNCTIONING
PRACTICAL APPROACH
GRAPHICAL EFFICIENCY
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