Graduation Report 2012 by kanishka sonthalia

Graduation Report Kanishka Sonthalia, MIT Institute of Design, 2012 1

SPONSOR

1.1 | About DY Works 1.2 | Work Credentials 1.3 | Nature of Business 1.4 | Structure of Organization

1.1 | About DY Works DY Works, brand exponents is a division of Alia Group. Aliagroup is an enterpreneurial boutique conglomerate. It’s firms provide services & solutions to the bluest of blue chip clients worldwide at one end and incubate globally scalable innovative ideas & startups at the other. Aliagroup witholds the below sectors under which the companies belong. DMA Yellow Works is a part of the brand consulting & marketing solutions sector. Yellow is a sister concern of DMA and primarily focuses on consumer branding & design businesses. Maximus is the retail solutions division. Begining of 2010, the Alia Group Management Committe merged its three Strategic Business Units and rechristened as DMA Yellow Works. It’s offerings and attendant relationships are essentially based on Indian thinking. They seek to provide services and products that contribute to social empowerment whilst lowering the cost to the end user and providing genuine economic value add. The group verticals are spread across brand consulting and marketing solutions, technology (software development), pre-media & reprographics management, packaging development & testing, go to market partnerships and providing intellectual capital. It’s most recent foray is into print retail. Reborn in December 2009, a merger of DMA Branding’s brand strategy and Yellow’s Design hot-shop sensibilities. A combined history of over 20 years with about 1500 projects across the country, the region. HQed in Mumbai, a team of 85 super talented and passionate professionals changing the face of branding as the industry knows it. ‘Brand Exponents’ who cause disproportionate ‘growth’ with abject neutrality to media and budget.

1.2 | Work Credentials DY Works is associated with several leading brands DY Works has been a part of the inception of brands like Dabur, Sunfeast, Bingo, LakmĂŠ, Thumbs Up and so on. Following the complete spectrum of branding from Inception (naming) to designing the complete experience of the brand.

1.3 | Nature of Business DMA Yellow Works was formally announced in June 2010. It was formed through the merger of DMA and Yellow the two subsidiaries of Alia Group. While Yellow had the creative and design core, DMA had the strength of branding behind them. The strategy that DMA follows is as follows: • Create need • Increase market share and sales • Make the marketing of a brand more efficient • Shape consumer response • Stimulate market movement • Dictate product experience Existing Communication: www.dmayellowworks.com Services: Inception, Brand Thought, Brand Strategy, Product Design, Packaging Design, Retail Experience, Brand Experience Departments: Graphic, Retail and Product, Strategy Department, Marekting, I.T. Infrastructure: Studio: Takes care of all the system corrections and high definition artwork. Review Studios: Takes care of all the system corrections and high definiton artwork. IT lab: Takes care of all the software/ hardware related issues round the clock. Seamlessly integrated, fully qualified Brand Solution Providers for all stages across the product life cycle.

1.4 | Structure of Organization President Accounts

Senior Vice President Strategy

IT Director International & New Media

HR Administration

Creative Director Mumbai

Rest of India

Retail

• Associate Creative Director • Creative Group Head • Senior Designer • Designer • Intern

VP Marketing Mumbai

Rest of India

Retail

• Vice President • Team Head • Team

Studio Artwork

Strategy Mockup

Brand Consultancy

• Team Head • Team

Mentor: Prashant Shingade (ACD)

Creative Group Head: Kiran Jadhav

Senior Marketing Manager: Ashish Kapoor

Designer: Preetal Dongre

Research

• Vice President • Team Head • Team

PROJECT PROPOSAL

2.1 | Project Summary 2.2 | Duration 2.3 | Design Methodology

2.1 | Project Summary DY Works has been appointed to rejuvenate existing identity of the brand Supreme, a complete nonwovens and automotive trim solutions and also define an overarching brand architecture principle which will govern the presence and appearance of child brands in proportion to the Masterbrand. Design Brief: Redeisgning the current Supreme Group logo and introduce it’s child brands. Scope of Work: • Redesigning the logo for Supreme Group (Masterbrand) • Identity rejuvenation of Supreme Nonwoven Industries • Identity for Nowofilt • Identity development of New name for Interlining • Tagline for Interlining business • Designing of Letterhead, visiting card, envelope, ppt template, folder cover for : Supreme group (Masterbrand) Supreme Nonwoven Industries Supreme Trèves Nowofilt Interlining • Applicable changes on the website • Internal signage system • Newsletter • Brand Manual

2.2 | Project Duration: 4 months

2.3 | Design Methodology

PROJECT PROPOSAL

CREATIVE INPUT

The client approaches the company with a particular project proposal. • Negotiations: The strategy and marketing teams determine the scope of the project, the budget & time lines. • Appointing Personnel: The Business operations Manager oversees the work load and appoints teams for the project.

• Briefing: The marketing team then briefs the creative team about the task at hand. • Studies the brief and market research about the product. • Brainstorming to determine creative routes • Mood boards to determine the look and feel • Discussions to finalise creative routes. • Review with Creative head & Marketing team • Conceptualisation • Execution • Review with Creative Head

MARKET RESEARCH

• Market Research: Depending on the needs of the client the marketing & strategy team undertakes market research or user testing. • Creative brief: Based on the research findings the strategy team creates a creative brief that outlines the creative tasks and brand strtategy.

SOLUTION

• After Approval • Designs prepared for Artworks • Proofing by Creatives • File Separation • Printing Process • Launch

CLIENT INTERACTION

• Creating Final Presentation with the Marketing Team. • Showcasing the designs to the client. • Client Feedback • Feedback relayed to the creative team. • Changes done to the Design • Revised design presented to the client.

03 ABOUT CLIENT

3.1 | Area of Communication Branding: A brand resides within the hearts and minds of customers, clients and prospects. It is the sum total of their experiences and perceptions, some of which you can influence and some that you cannot. A strong brand is invaluable as the battle for customers intensifies by the day. Itâ&#x20AC;&#x2122;s important to spend time investing in researching, defining and building your brand. After all your brand is the source of a promise to your consumer. Itâ&#x20AC;&#x2122;s foundational piece in your marketing communication and one you do not want to be without. Rebranding phenomena is aptly used when a company starts growing over generations and finds the need to connect with the consumers and grow its market.

Before

After

3.2 | Client Background The present Supreme Group, started operations in 1986 as Supreme Nonwovens Pvt. Ltd. Supreme Group is a complete nonwovens and automotive trim solutions. The company operates out of Mumbai and has presence nationwide. Supreme Group Structure

SUPREME GROUP

Supreme Nonwoven

Supreme TrĂ¨ves (Joint Venture)

Nowofilt

Terca

Geo Textiles

(Joint Venture)

Since its inception in 1986, the Supreme Group has entered into strategic partnerships and joint ventures for development, manufacturing and distribution of various products and services. In 1996, Supreme Group partnered with Treves Pvt. Ltd., Treves S.A., France, through a 50-50 joint venture. Supreme Nonwoven Industries has partnered with Eswegee, Germany for Interlining.

Supreme Nonwoven:

Supreme Trèves:

• Supreme Nonwovens, the pioneer of the nonwovens industry in India has over the years adhered to its culture to understand, innovate and demonstrate solutions: a belief system which has led to the company being the only manufacturer in India that delivers over 7000 unique products: each one customized for a distinct application.

• Supreme Trèves, is a Joint Venture with Trèves, Germany. Supreme Trèves develops automotive products for almost every car manufacturer in India. Over the years gone from strength to strength, winning accolades in the form of the General Motor’s Global Supplier of the Year Award, the Vendor of the Year Award from Mahindra , the Quality Award from TATA and the Gold Award from Maruti.

• Nowofilt caters to a wide spectrum of Filtration Industries with it’s comprehensive range of nonwoven filter media for Dry and Wet Filtration. • Terca provides cloth interlinings for; a) Apparels Industry: Large & small part applications for men’s and women apparel. Interlining combination for shirts and waistbands. Nonwovens for shoulder pads and sleeve heads. Under collar nonwovens for suits and jackets. Linings for pocketing. b) Nonwoven Interlinings: Thermally, chemically and mechanically bonded, stitch-reinforced Interlinings made of PA, PET & CV and in-blends. c) Fabric Interlings: Fabric made of cotton and cotton blends. Elastic fabric made of texturized PET. d) Raschel Interlinings: Double rib loom or warped interlaced interlinings with end weave made of PA, CV, PET and blends. e) Pocketing & Thermal Lining: Colour woven fabric with patterns or in solid colors made of cotton, CV, PET, PA & blends. • Geo Textiles is the geo synthetic solution provider which supports the growth of infrastructure in India.

• Trèves, a family owned Company since 1836 is a world class interior trim specialist. A system supplier and integrator, they have achieved vertical integration from raw materials to final products. With over 7,500 employees worldwide and 7% of turnover dedicated to R&D, the company has seen strong and consistent growth over the years. • Supreme Trèves manufactures textiles for the majority of vehicles made in India. With expertise built over years of experience and technology at par with the best in the world. Excellence through product design and development gives our textiles a significant advantage in the industry. Within the organization vast technical experience is matched by a progressive and innovative ethos, which drives Supreme Trèves its customers to continuing success. Promoters: • Mohan Kavrie, B.Tech IIT (Bombay), MS (USA). • Amit Kavrie, B.S (USA), M.S (USA).

3.3 | History 1987

Supreme Nonwovens promoted by the Kavrie family at Bhilad, India. 1996

Joint venture with TrĂ¨ves, France. 2005

Manufacture of technical nonwovens, automotive carpets and felts at Vapi, India; Production of moulded interior, acoustic and thermal insulation components at Chennai (Irungattukottai), India. 2007

Manufacture of moulded interior trims, acoustic and thermal insulation components at Patnagar (Rudrapur), India. 2009

Manufacture of moulded interior trims, acoustic and thermal insulation components at New Delhi (Bawal), India. 2011

Manufacture of moulded interior trims, acoustic and thermal insulation components at Chennai (Orgadam), India.

1992

Manufacture of technical nonwovens, automotive carpets and felts at Daman, India. 1998

Manufacture of moulded interior trims, accoustic and thermal insulation components at Daman, India. 2006

Ceratech established to cater to engineering and design requirements for CEN programs globally. 2008

Manufacture of moulded interior trims, acoustic and thermal insulation components at Vadodara (Halol) and Pune (Ranjangaon), India, as well as at Thailand (Chonburi) through a joint venture with Kotobukiya-Feltol. 2010

Manufacture of moulded interior trims, acoustic and thermal insulation components at Ahmedabad (Sanand), and Bangalore (Bidadi), India. 2012

Manufacture of moulded interior trims, acoustic and thermal insulation components at Dhanwad, India.

3.4 | Current Positioning Supreme Group is the largest manufacturer of nonwoven fabrics in India. Supreme TrĂ¨ves is the Tier-1 system supplier of choice for Automotive Interior Trims and NVH components. Both companies provide products and services across the value chain, serving global customers leveraging our scale and depth of operations.

3.5 | Target Audience Supreme Group manufactures nonwoven fabrics for a number of companies like (automotive) Ashok Leyland, Fiat, Force Motors, General Motors, Honda, Mahindra, Maruti Suzuki, Mercedes Benz, Nissan, Renault, Tata, Toyota, Dailmer (clothinglines) H&M, Zara and many more.

3.6 | Competitors Nonwoven/ Interlining Competitors

3.7 | Existing Communication Website

Website: www.supremegroup.co.in

Newsletter

Back

Front

Grid Principle: • The clarity of purpose and the directness of the organization culture. • Coupled with the grounded and rootedness. • Leading to simplicity in thinking and action. • Ending in the seamless fusion of thought and delivery in the company’s services and products.

ANALYSIS & SYNTHESIS

4.1 | Brand Architecture 4.2 | Identity Deconstruction

4.1 | Brand Architecture Brand Architecture is the structure of companies / brands within the same company and also defines the relationship of Child brands (sub-brands) with the Masterbrand. In this case, Brand Architecture will define the relationship of Supreme Nonwoven and sub brands with Masterbrand- Supreme Group as is the case for Supreme Trèves.

Masterbrand

Child Brand A

Child Brand A (i)

Child Brand A (ii)

Child Brand B

Child Brand C

Child Brand A (iii)

Understanding Brand Architecture: Masterbrand - Child Brand relationship as per the equity

100%

Masterbrand- Masterbrand maintains it’s original identity.

95:5

Strong Masterbrand- When the presence of the Masterbrand is required for the child brand (newly established) or has a generic name or has no equity of it’s own.

70:30

Child brand has some equity but needs to be associated with Masterbrand for recognition.

50:50

Masterbrand and Child brand have equal importance and relevance in the minds of customers.

30:70

Masterbrand’s presence is not always required. Child brand is now established. Masterbrand can act as an endorser brand.

5:95

The child brand is strong enough to be independent and needs minimal characteristics of the Masterbrand.

Brand Architecture Example

MASTERBRAND 100%

SUB BRAND (Child brand)

J.V. BRAND

ENDORSED BRAND (Child brand)

PRODUCT BRAND

A standalone brand which is powerful and distinct to leverage the equity of Child brands and also gives back to them by leveraging itself.

A Sub brand has very close relation with the Masterbrand. It borrows equity from Masterbrand. This also defines that 70%95% of the Masterbrandâ&#x20AC;&#x2122;s characteristics will be infused in the child brand.

In these cases, the new J.V. brand is governed by percentage of stake in the new company.

Child brand has its own unique identity and proposition. The Masterbrand just acts as an endorser- and leverages the brand with its existing equity.

The child brand is strong enough to be an independent brand and needs minimal intervention from the Masterbrand.

Importance of Brand Architecture SUPREME GROUP

Portfolio of Child Brands

Supreme Nonwoven • Nowofilt

• Terca

Supreme Trèves

• Geo Textiles

(interlining)

MASTERBRAND STRATEGY

CHILD BRAND STRATEGY

CONSISTENT BUT BALANCED

• Building focus and clarity • Driving equity transfer • Utilizing the strong, established Supreme brand.

• Diverse portfolio • Multiple categories and need states.

• Use Masterbrand where possible. • Allow child branding and stand alone brands where a strong case exists.

Synthesis: After a detailed study and a series of discussions on the Master - Child Brand relationship as per the equity, DY Works and the client came down to a conclusion that in the case of Supreme Group’s child brands the presence of Supreme Group (masterbrand) is not always required (30:70).

In the case of Nowofilt, the brand has already been established under Supreme Nonwoven. Whereas for Terca, Supreme Nonwoven is currently capitalising on the equity of Esweegee and in overtime the J.V will phase out by introducing Terca.

4.2 | Identity Deconstruction Deconstruction of the present Supreme Group Identity.

“S” stands for stature, stability, a hallmark of established Supreme Group written in classic style font.

Encasing with ‘O’, makes the logo more robust and acts as an anchor for the logo. It adds weight and makes the logo more noticeable.

Significance of the colour blue

Blue Colour Spectrum & Different Interpretations

Keeping in mind the nature of business, the colour blue in the Supreme Nonwoven logo denotes knowledge, power, integrity, seriousness & loyalty towards itâ&#x20AC;&#x2122;s clients.

Inspiring, Innovation, Strength, Stability, Blue sky thinking, Technology, High Spirit, Challenger, Creative, Constant Movement, Truthfulness and more.

Companies in the blue colour zone

Other companies using ‘s’ and ‘o’.

Take off: During our research we came across many companies using ‘s’ and ‘o’ in their logos. The task at hand was to maintain the language of their current logo and at the same time stay away from any of the above logos.

Other â&#x20AC;&#x2DC;Supremeâ&#x20AC;&#x2122; companies

Synthesis: The exisitng logo is unbalanced and way too bulky and needs a vibrant and fresh look.

CONCEPT GENERATION

5.1 | Initial Concept 5.2 | Intermediate Concept 5.3 | Final Concept

5.1 | Initial Concept The first stage of concept generation was divided into two routes; Revolutionary & Evolutionary. Revolutionary: Distinct change from the current identity. Evolutionary: Refining & enhancing the current identity. Revolutionary: Approach A: Qualatative Values Revolutionary: Approach B: Quantative Values Evolutionary: Approach C

Supreme Group Values Following are the values set by Supreme Group.

Commitment

Passion

Team Work

Qualatative Values

Eco Friendly

Growth

Expertise

Customization

Quantative Values

Precision

Revolutionary: Approach A Approach A is based on the brands Qualatative values.

PASSION

COMMITMENT

GROWTH

Desire

Accountable

Explore

Zeal

Bond

Emerge

Outburst

Collaboration

Direction

Determination

Trust

Network

Intense

Promise

Advance

Drive

Reliable

Evolve

Excitement

Integrate

Multiply

Ambition

Engagement

Holistic

Quality Co-creation

IGNITE

QUALITY

DYNAMIC

ACTION

DEPENDENCE

RISE

FIRE

COLLABORATION

EMERGE MULTIFACETED

Brainstorming

Revolutionary: Approach A Moodboard

Revolutionary: Approach A | I | Direction, Integrity, Trust, Expand, Collaboration

Revolutionary: Approach A | II | Evolve, Growth, Transformation, Advancement

Revolutionary: Approach A | III | Evolve, Bond, Global, Trust

Revolutionary: Approach A | IV | Intergration, Multiplication, Reliable, Growth

Revolutionary: Approach B Approach B is based on the brands Quantative values.

PRECISION

CUSTOMIZATION

EXPERTISE

Tangible

Appropriate

Precision

Exact

Modify

Detail

Simplistic

Fit

Ability

Clarity

Tweak

Proficiency

Definite

Convert

Knowledge

Meticulous

Adapt

Innovative

Accurate

Alter

Skill

Detail

Flexible

Craft

Fine

Finesse

SIMPLISTIC

UNIQUE

FOCUS

DEFINITE

EXCLUSIVE

SKILL

TANGIBLE

ADAPT

LEADER

Brainstorming

Revolutionary: Approach B Moodboard

Revolutionary: Approach B | I | Emerge, Fusion, Rise, Extend

Revolutionary: Approach B | II | Expertise, Precision, Crafting

Revolutionary: Approach B | III | Customization, Detailing, Crafting, Modify

Revolutionary: Approach B | IV | Transform, Convert, Adapt, Precision

Evolutionary: Approach C

All logos together Approach A (revolutionary)

Approach B (revolutionary)

Approach C (evolutionary)

Feedback: Out of all the nine logos that DY Works had presented, the client liked the evolutionary route the most. Considering Supreme Groupâ&#x20AC;&#x2122;s current positioning in the market, the client did not want to introduce any drastic changes to the current logo. The logo colour had to be flat considering it had to be printed on different mediums.

5.2 | Intermediate Concept The intermediate concept consists of the new logo development (Supreme Group) in the evolutionary route along with new logos for Nowofilt, Terca and Terca Taglines. SUPREME GROUP Approach A: Refine the exisitng logo and give it a contemporary look.

The circle encasing the logo makes the logo look too bulky. Just by narrowing down it’s width, the circular form now emotes a global look. The serif on the ‘S’ makes makes the logo appear too ancient. Just by maintaining the inward serif the letter form now looks fresh and young.

Old Logo

Approach A

Approach B: Refine the exisitng logo and give it a dynamic & progressive look.

The circle encasing the â&#x20AC;&#x2DC;Sâ&#x20AC;&#x2122; is sheared to give it some motion.

Old Logo

Approach B

All logos together

Feedback: Out of all the three logos that DY Works had presented in the evolutionary root the client approved the second option.

Font: Gotham Book

Pantone 7462C

Pantone 2995C

COLOUR: The Dark Blue used in the symbol and the name of the logo stands for trustworthy, dependable and committed. The lighter shade of blue implies the cleanliness and purity of the ethics of the Group. Together as a logo, these colors in combination with the fonts and their placing, drive home the essence of Supreme Group. LOGOTYPE: The Supreme logotype, which is the same colour as the symbol, defines the symbol in the logo. The logotype along with the entity name run along side the symbol. They are slightly shorter than the height of the symbol playing a supporting role in the logo unit. The Group is a lighter blue compared to the symbol and the logotype. It is left aligned to SUPREME and also of a smaller font size. It reinforces the logo.

The Supreme Nonwoven logo follows guidelines identical to those of the Supreme Group logo, except for the entity name. Nonwoven is a blue lighter than the Supreme and also smaller. The length of the entity name is the same as Supreme.

NOWOFILT It caters to a wide spectrum of Filtration Industries with itâ&#x20AC;&#x2122;s comprehensive range of nonwoven filter media for Dry and Wet Filtration. Key Words: Purify, Smooth, Flow, Solid, Transformation, Clear

Identity Inspiration 1: Purify

Identity Inspiration 2: Nonwoven Filter

Identity Inspiration 3: Levels of Purity

All logos together

Feedback: Out of all the three logos that DY Works had presented, the client approved the first option.

TERCA It provides cloth interlinings for Apparels Industry, Nonwoven Interlinings, Fabric Interlings, Raschel Interlinings, Pocketing & Thermal Lining Key Words: Style, Shape, Strength, Structure, Flexibility, Invisible, Backbone, Enhancer

Identity Inspiration 1: Shape, Interetwine, Flexibilty

Identity Inspiration 2: Eswegee logo and the raw form of Interlining

Identity Inspiration 3: Interlining as the spine of the garment

All logos together

Feedback: Out of all the three logos that DY Works had presented the client approved the second option.

Tagline for TERCA Starting point for crafting the tagline: The Core of Interlining It gives strength, stability, form and a definite shape to the apparel and upholstery. TERCA, the interlining division has always been associated with the German company Eswegee, due to which Supreme Nonwoven Industries has always been in shadows. DMA has developed an identity for Terca and is now looking to create a tagline that is reflective of the brand , company values or category attributes. Existing taglines of Interlining Brands;

Generic

Category Oriented

Leading/ Changing Industry

Giving Form to Fashion

The following were the taglines explored in the first round:

Approach A: The Spine of Clothing If Interlining is the core of the apparel industry, it gives the end products a definition whilst being the supporting element for apparel. Option 1: TERCA- Adding Definition Option 2: TERCA- The preferred fit

Approach B: Importance of the product We define the shape and add value of the apparelâ&#x20AC;Ś amplifying the look and style. Option 3: TERCA- Endorsing Style Option 4: TERCA- Infusing Character Option 5: TERCA- Adding Character Option 6: TERCA- Strength in every fiber

Feedback: Out of all the six tagline options that DY Works had presented, the client did not approve of any.

The following were the tagline approaches explored in the second round: Approach A: Functional Approach B: Emotional

Approach C: Product Specific Approach D: Company & Category Related

Approach A: Functional

Form Shape

Craft

Durable

Adaptable

Functional

Fashion Tangible

Customized Flexible

Personalized

Style

Reflective of the characteristics of the product and the firm. Option 1: TERCA- Durable Style,Lasting Relationships

It is firm and confident. Easy to remember and pronounce.

Approach B: Emotional

Genuine Passion

Reliable

Sustain

Accountable

Emotional Committed

Emanate

Transparent Trust

Collaboration Integrated

It talks about the firm and products characteristics. It is confident, which can be passed on to customers. Option 2: TERCA- Enable and Integrate It is simple and profound. Easy to remember and pronounce.

Approach C: Product Specific

Styling

Figure

Skeleton

Product Structure

Form Foundation

It is true to the nature of the industry. It is descriptive and absolute. Option 3: TERCA- Foundation for Fashion It is simple and profound. Easy to remember and pronounce.

Speaks strongly about what the product does, i.e gives form.

Option 4: TERCA- True to Form

It emanates confidence and honesty, which is a characteristic of Terca and Supreme. Extremely simple and profound. Easy to remember and pronounce.

Approach D: Comapny & Category Related

Vogue Nonwoven Garment

Vertical Apparel

Integrated

Comapny Category

Appearance

Fashion Cut

Technique

Trend Manner

Descriptive of the Industry and product. Option 5: TERCA- Interlined Fashion

Extremely simple and profound. Easy to remember and pronounce.

All taglines together

TERCA- Durable Style,Lasting Relationships TERCA- Enable and Integrate TERCA- Foundation for Fashion TERCA- True to Form TERCA- Interlined Fashion

Feedback: Out of all the five tagline options that DY Works had presented the client approved the fourth option, TERCA- True to Form.

5.3 | Final Concept Following are the final logos approved by the client.

APPLICATIONS

6.1 | Business Card

Business Card: Size: 88mm X 50.8mm Font: Myriad Pro 9pt, 7.5pt & 7pt Paper: Ivory 300gsm

6.2 | Letterhead & Envelope The letterhead and envelope follow the same layout as the business card.

SUPREME GROUP

Letterhead: Size: 210mm X 297mm Font: Myriad Pro 10 pt Paper: Ivory White 120gsm