Being a brave

cover GRADUATION PROJECT

being a brave A Project submitted to Department of Fashion Communication NIFT-Bangalore

In partial fulfillment of the degree of Bachelor’s of design in Fashion Communication

Guided By Sanjeev CM Assistant Professor Fashion Communication Dept.

Submitted by Karthik Raj SD BEN13FC04

Department of Fashion Communication 2013 - 2017 National Institute of Fashion Technology,Bangalore - 560102

DOCUMENT PRINTED AT KOLOR KODE NEAR HOCKEY STADIUM, 12, BERLIE STREET, LANGFORD ROAD, SHANTI NAGAR, BENGALURU, KARNATAKA - 560025.

This document “Being a Brave� is a report of the graduation project work done during my time as a brand & UI/UX design intern at Brave New World Communications, Bengaluru under the academic curriculum of National Institute of Fashion Technology, Bengaluru. All the works that have been included in this project document are copyright protected. All copyrights reserved with Brave New World Communications.

No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods without prior permission of Brave New World, NIFT except in the case of brief quotations embodied in critical reviews and certain other non commercial used permitted by copyright law. For any queries or permission requests, contact or write to the address below: 345/Kattabomman Street, Virudhunagar, Tamil Nadu - 560102 +91 7026290422 karthik.placingadot@gmail.com karthik@thebravenewworld.com

Hey, I was there.

learner.

SI YROTSIH KNUB

Being a brave. brave new step. love beyond work. for a social cause. get everything joonofied. helping hands. time is precious. internship go green. the second home. Design for a change, once in a while. this is how i did one of my most memorable projects at 12.9698 ° N, 77.6361 ° E.

all the works presented in this document has been ideated and developed by Brave New World and its team.

Brave New World has all the rights to modify, use the work that I have done during my internship.

Certificate

This is to certify that the Graduation project titled “being a brave” is a record of work done by the student, Karthik Raj SD BEN13FC04 as a Regular student for the degree of B.Des Fashion Communication during the period of Dec 2016 to May 2017, which represents as independent work and does not form the base for any previous work..

PLACE: BANGALORE DATE :

UNDER THE GUIDANCE

SANJEEV CM, Assistant Professor Department Of Fashion Communication National Institute of Fashion Technology Bangalore - 560102

EXTERNAL JURY MEMBER

EXTERNAL JURY MEMBER

EXTERNAL JURY MEMBER

EXTERNAL JURY MEMBER

Acknowledgement

I would like to express profound gratitude to my College Mentor Mr.Sanjeev CM and my Industry Mentor Freeda Lazar for their invaluable support, encouragement and supervision and continuous guidance enabled me to complete my work successfully.

And I am Thankful and Indebted to all those who helped me directly or indirectly in the completion of my Graduation Project.

KARTHIK RAJ SD Fashion Communication Design Intern - Brave New World

Joined. 2nd Jan

Relieved. 5th May

Brave New World All day!

Brave New World All night!

Heat Map of my activity at Brave New World

A calm, pea

with a grou

as your wor

that can su night.

Brave New World communications Pvt Ltd is an integrated communications agency located in Bangalore, India.

Brave New World was started in March 2015 by advertising veteran Joono Simon. Brave New World has grown to a headcount of 20 now. Keerthi Raju (Business Director), Sraman Majumdar (Senior CD), Freeda Lazar (Creative Director), Tara D’souza (Creative Controller), Nikhil Kumar (Social Media head), Vincent Paul Rajan (Planning Director), and Aamina Shazi (Show Director) populate the top rungs of Brave New World.

Work & Environment.

In Brave New World it’s always about fun when your work gets done. Only when work gets over. Highlighted by a current pack of big name clients like Freshmenu, Smartron, Roadster, Reliance trends, etc. new work keeps coming in every two hours. Not a place to sit peacefully and ideate, but a place to learn how to manage time and work.

aceful place to work as you are packed

up of serious otherwise thinkers, as well

rk table filled with work and fresh plants

urvive in 19-degree celsius all day, all

Brave For

Awards & Recognition EFFIES

ABBYS

ROADSTER POCKETMAN

ROADSTER POCKETMAN

MAST & HARBOUR’S THE ORANGE TRAIL

Bronze for Experiential Marketing/Brand Experience

Gold for Branded Content & Entertainment

Silver for Mobile Abby - Tablet/Mobile Websites

r the Win

WEBBYS

KYOORIOUS

9 AWARDS & MORE THAN 30

ROADSTER POCKETMAN

ROADSTER POCKETMAN

YEAR - 2016

Honouree for Best use of Social Media

In Book Winner for Direct Response – Ambient

NOMINATIONS IN A CALENDAR

Brave Joono

Joono Simon Founder & CEO

Brave Freeda

Organization Structure.

Brave Jijo

Brave Nikhil

Freeda Lazar

Sraman Majumdar

Nikhil Kumar

Creative Director

Senior CD

Social Media Head

Nivina Hameed

Trisha Dutt

Aseem Ali

Sana Khuraishi

Vismaya

Kruthika

Nidhin Chandran Akshatha

Aparna Badgandi

Karthik Raj

Varsh

There are six brave deparments that runs the day-to-day schedule. I was guided by Freeda Lazar (Creative Director) throughout my graduation project.

Brave Keerthi

Brave Aamina

Brave Tara

Keerthi Raju

Aamina Shazi

Tara D’souza

Business Director

Show Director

Creative Controller

Jayanth

Priyanka

Ideas to Implementation.

From strategy to ideation and execution, the integrated approach at Brave New World includes:

Insights and Planning Branding & Brand Experiences Interactive Storytelling Creative Technology Experiential Design Integrated Media Campaigns Social Media Analytics & Reporting

‘The work will separate the good from the bad’

- Joono Simon, Founder & CEO - Brave New World

01

Assetz

02

Reliance

03

Other

38 & Banyan

Performax

Works

Branding & Visual Language

Tag Architecture

Leaves & Lives

User Interface & Experience

Accessory Tags

Earth & Essence

(Website)

Apparel Tags

Smartron

Design Digest

Illustration

Good Food - Freshmenu

Product Mini Brochure

Iconography

Endless Aisle

Design Mini Brochure Campaign Hoarding On-Site Branding Sales Deck Emailers

Graduation Projects

01

Assetz 38 & Banyan Branding & Visual Language User Interface & Experience (Website) Design Digest Product Mini Brochure Design Mini Brochure Campaign Hoarding On-Site Branding Sales Deck Emailers

Project Brief

Among 10 residential p

project by Assetz prope

The brief was to build a

property that will make builders and will make

Founded in 2006, Assetz Property Group is a front-runner among multinational developers in India with over 10 million square feet under development. Assetz, headquartered in Singapore, is a multi-faceted real estate development and asset management company with four business verticals: Commercial, Residential, Warehousing and Fund Management.

‘Better Design’ underpinned by meticulous research is deeply ingrained in the Assetz narrative. This principle is reflected in every facet of construction – from the master plan, development strategy, architecture, location, property management; down to every hinge, tile and square inch.Assetz has built two world-class IT tech parks in Bangalore: Vrindavan Tech Village (now Embassy Tech Village) India’s first Platinum LEED certified IT SEZ, and Global Technology Park. And, its residential portfolio includes ten projects in prominent locations across Bangalore.

Copywriter : Trisha Dutt Mentor : Freeda Lazar Design Manager : Keerthi

projects, 38 & Banyan is an ultra-luxury

erties in the heart of the city.

a Brand and Visual Language around the

e them step apart from the rest of the the property one to remember.

A beautiful story on art.

Brave New World

38 & Banyan being one of the most hyped projects is soon to hit and take Bangalore by storm. The scintillating structure has just 38 unique houses, built around an ecosystem you would have never experienced before. The beauty of the site is a 150-year-old banyan tree and a raintree. When the architect visited the site, it was more of an experience than a visit to plan the project. He felt the unbreakable link between nature and life on the site. He started sketching right from his first sight. He wanted to build an ecosystem that will serve life around the tree, a place where people live with the banyan tree, a place where every individual house has a view of the tree. You will never expect nature inspired project to have high-end amenities like an Infinite Pool, an open garden with children’s play area, Amphitheatre on the roof top. Again for just 38 units.

38 & Banyan

The Tree as an Experience.

Exploring the quality of experience that the tree offers at various

Two large scoops across the length of the building (one on either

levels. Embracing the tree was the only way we could be sensitive to

side) accommodate the banyan and rain trees. And so the building

nature, ushering it into being part of an experience, instead of a silent

embraces nature, and symbolically protects it. The front row of trees

witness. This was the starting point towards creating a response

are fascinating as well - they are small, light, thin, and long. And so

that envisioned a rectilinear block scooped out in four places to

they weren’t ignored. That cluster was framed within what was clearly

accommodate the trees - creating complex layers of response, rather,

the bounding arc of the building’s narrow north facade.

borne out of the visceral experience.The narrow ends are carved away to absorb the cluster of trees at the front and the rear of the

Brave New World

38 & Banyan BRAND STORY

Community Spaces The dwellings units are inserted in-between two communal zones on the ground and the roof. This creates a large public forum on the ground and the terrace .

Location The site occupies a prime location in terms of proximity to basic amenities and transit facilities; it is nestled among large chunks of residential areas with copious amount of green cover. Geographically the site enjoys a central spot within the city making it very accessible.

* copy written by Trisha Dutt (content-writer at Brave New World).

Breaking the ordinary to experi something new.

Brave New World

38 & Banyan BRAND STORY

ience 35-55 old. Professionals (VP, Sr.VP, ED) with annual package of 1 Crore & above. Born rich children of old residents living in Indiranagar who have found just the right abode to live.

Convenience of residing close to their parents/not too far away from the buzz of Indiranagar. NRIs planning to return to Indiranagar but stay in a premium vertical development. One who appreciates art. High flyers living in Whitefield and yet travel daily to the city. HNIs who are very particular about premium specifications and also attached to nature. An audience to whom the sense of a distinct design and address matters. To whom Lifestyle/ high-end luxury would take precedence over price.ice.

For those who dream to live her, it has to be an experience that they feel all day. Right from the moment when the project hits the market through pre-launch till the time when the project gets fully constructed it has to look like a place where anyone will dream to have a stay. The look and experience of the project have to stand out from every other project in the market in the city.

Design Requirement Framing the entire look, feel and tone of the entire brand. Creating identity, campaign ideas/collaterals, website and giveaway collaterals like brochures, design digests during the pre-launch.

Understanding the competitors.

In a city like Bangalore where the working population increases every year apartments has become a big part of everyone’s life.

For people who can’t spend time constructing in their own land, and those who are confident they can’t plan a place of their dreams, this is the sort of place where they can run their luxurious life. Because of this, nowadays luxury apartments has

Total Environment Total Environment is the best comparable builders in the modern real estate business. Having a lot of design & art oriented in their to-do list.

To provide an unsurpassed living experience through the creation of sensitively designed inspiring spaces is their vision.

A Few Honest Words Located on Vani Villas Road, this residential project is being developed on land of size approx 10,000 sq ft and will house 8 Duplex apartments and 2 single level penthouse units. A key feature in every duplex apartment is an expansive double height terrace garden with a water body and a wooden deck allowing ample natural light into the home Designed with 4 homes to every two floors, these homes provide utmost privacy. Unit sizes range from 4000 sft to 4800 sft.

Windmills of Your Mind Windmills of Your Mind is a premium housing project launched by Total Environment in Whitefield Hope Farm Junction, Bangalore. These 3, 4 BHK Apartment in Whitefield are available from 2500 sqft to 7648 sqft. Among the many luxurious amenities that the project hosts are Sports Facility, Heated Pool, Community Hall, Party Area, Power Backup etc.

Van Goghs Garden Van Goghs Garden is located in Ashok Nagar and is in close proximity to Kasturba Cross Road. The apartments are under construction and the apartments are available through the builder as well as via resale. Several amenities are present for the community, including power back up, children’s play area, intercom facilities, and 24x7 securities, amongst others.

Brave New World

38 & Banyan BRAND STORY

White Lotus Tamara White Lotus Lifescapes is a boutique real estate firm delivering spaces synonymous with contemporary architecture, opulent luxury & state-of-the-art technology.

Kessaku The idea of simplicity in complexity, ‘shibui’ in Japanese aesthetics allows subtle and complex details, textures to exist in a balance of beauty and purpose. This balance of simplicity and complexity ensures that new meanings emerge and enrich the aesthetic value continuously.

White Meadows Situated on a gentle hillock in Whitefield, Bangalore’s much sought after suburb, Prestige White Meadows comprises of 288 Sky Villas in four high rise towers of up to 27 floors and 66 Independent Bungalows set in a scenic background, altogether painting a picture of a blissfully luxurious neighborhood.

Brand Identity Since the project is tipped to win International Architectural

The Design Story

Awards the brands should look unique and not so different from the character of the person living in it. Retaining the

But building a brand that had a story on the design story of the

green aspect of the brand identity was an important point to

architecture was a key point I had highlighted in my sticky note.

be noted as the brand was expected to look more luxurious

More than the green aspect the story was a much more effective

and green.

element that can inspire the brand.

Brave New World

38 & Banyan

Brave New World

38 & Banyan BRAND STORY

Identity Design : Karthik Raj Guided By : Freeda Lazar

The Importance of the Trees and the Facade When you see 38 & Banyan for the first time, you will see its northern facade, that faces the road, rising from the trees: a stunning curved sculpture, embracing and protecting the trees around it. You will notice that it’s been designed from east to west, which means that it’s easier for breezes and winds to find their way in. And you’ll see the apartments (there are thirty-eight of them)– from the outside –with their warm wooden louvres and curved balconies. You’ll notice that the curvature changes at every level, interacting with the trees in different ways.

All this to drink in, and it’s still just the first glance.

- In some form, the identity should talk about the banyan tree or the facade of 38 & Banyan - Lot more on the Art Aspect - Look clean and luxurious - Greenery - Design Story - Maintaining the “&” aspect of the logo like all other assetz projects.

- 01 idea “the curve�

- elevation - grid/structure of building

The Identity carries a strong background story along. With the grid structure, curves and the elevation it totally reflects the success story of the structure itself. The Identity also will play a major part in various further communication and the curves can become an integral part of the 38 & Banyan Identity.

& BAN YAN

The curves take insipiration from the archs from both sides of the building.

Brave New World

38 & Banyan

BRAND IDENTITY

-02 idea “the louvres” - wooden louvres - shadow play

Getting up by the sun rays every morning is a dream for every person who loves nature. Given that the louvres are kept open. This concept is a visualisation of how morning and evening rays that pass through the louvres looks from inside when the louvres are closed and opened using the silhouette of the banyan tree.

- 03 idea “the freshness” - banyan leaves - freshness

Since almost all the projects under Assetz home has “&” in between, it was quite a good element in which we can work our concept around. So, I tried working on the & and building something in it as supposed to doing something around it.

38

BAN YAN

38

BAN YAN

- 04 idea “the banyan�

-the banyan tree -forms the base -hold them together

The truth that not every city can get an exclusive 38 unit ultra-luxury apartment living with a 150-year old banyan tree had to be the main story to convey. Where the tree sitting as the hero of the story, the story is about how the branches hold the entire ecosystem together through time and weather. The Banyan forms the base of the project and tells a strong story on how the branches spread out to each and every home to hold them together.

Brave New World

38 & Banyan

BRAND IDENTITY

Used in most of the brand communications such as sign boards, hoardings, brochures, etc. where a there is a lot of free space around the content.

Since the original logo looks a bit imbalanced cause of the placement of the green box and the text. This lockup can be used in places where there is space constraint.

Can be used as a monogram in brochures, website, etc.

The brand uses the green triangle as a key graphic element that helps people recognise 38 & Banyan at any point of communication.

Which type to use?

ITC Charter adds character to the brand (bringing the new yorker vibe) and whereas Robobo brings legibility to the content.

PRIMARY

ITC Charter Regular

AaBbCc ITC Charter Bold

AaBbCc SECONDARY

Roboto Light

AaBbCc Roboto Medium

AaBbCc

ITC Charter Italics

AaBbCc ITC Charter Bold Italics

AaBbCc Roboto Regular

AaBbCc Roboto Bold

AaBbCc

Brave New World

38 & Banyan

BRAND IDENTITY

Which colour to pick?

Since the green aspect of the building is a thing to talk about it was important to have something relating to the greenery aspect of the building. Since the structure was more about the tree and the units. It was time to show them through the most beautiful thing in the world - colours.

The Brand’s primary colour is Royal green.

C 83 M 23 Y 82 K 8

C 69 M 62 Y 61 K 52

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Officiae volut id quo erepero vitio. Itas deliquiam arcidus se sandustis apeliscit, soluptatur alia con consed esto tem nonetur ernam, tem. Officiditia.

Officiae volut id quo erepero vitio. Itas deliquiam arcidus se sandustis apeliscit, soluptatur alia con consed esto tem nonetur ernam, tem. Officiditia.

Officiae volut id quo erepero vitio. Itas deliquiam arcidus se sandustis apeliscit, soluptatur alia con consed esto tem nonetur ernam, tem. Officiditia.

C 83 M 23 Y 82 K 8

C 69 M 62 Y 61 K 52

Heading 50pt

Sub-heading 30pt

Body copy 9pt

In art we live.

Sight is only a gift if there’s something worth looking at.

You’re walking through leaves of grass, under a sky framed by trees.

With every step you take, Bangalore slips further and further away. Which is strange and baffling because you’re right in the heart of it all, near Indiranagar, which has long been Bangalore’s heart. And yet, at the same time, you’re being enveloped by a sort of peace you don’t usually find in a city – whether you’re in its heart, or its toes for that matter.

It’s the trees, you think.

Of course it’s the trees.

They are gorgeous in themselves, and together, they’re magic.

And as you’re thinking this, you see – for the very first time – the banyan tree, the queen of them all.

It’s 150 years old. It’s music frozen in time.

But you also see something else. A sculpture, rising behind the tree. It’s curved and smooth, embracing this setting, enhancing it.

It’s modern art meeting nature’s art.

And it takes your breath away.

Brave New World

38 & Banyan

BRAND IDENTITY

Iconography - detailed icons with line drawn effect - grey and green tints

90 percent of home buyers use the internet as one of their primary research tools and 52 percent begin their home buying research on the web.

So, it’s a big risk we are taking.

By doing the best real estate website ever.

User Interface & Experience Design

Concept : Karthik Raj Visual & Experience Design : Karthik Raj Copywriter : Trisha Dutt Guided by : Freeda Lazar Developers : Grey Path Solutions

Brave New World

38 & Banyan UI/UX

User Persona The kind of person who will look out for a site like 38 & Banyan will be well aware of every new technology on the internet and the gadget world. So we will expect him/her to have the latest iPhone with a MacBook or a windows surface pro.

- Ready to Explore new things - Something else than the ordinary - Clean organized information - Appreciates Art

Sitemap & Content Flow

Suggested Assetz proposed an Infinite Scroll website which is currently in trend and also as most of the real estate giants use the same. Doing this will be after taking a big risk of losing a lot of content and information inside the website as the website already looks likely to have an overview information on every section, people might not click on a section and read more.

Users will expect some overall theme/story about the project, rather than the details like master plan, unit plan, etc.

HOME

ABOUT

LOCATION

SPECIFICATIONS

DESIGN

GALLERY

Master Plan

What’s around

Keys Specs

The story

Internal

Key Plan - Unit

(interactive map)

Green Features

The Intent

External

Amenities

CONTACT

Arch Digest

Team Key locations Transport Hubs Economic Hubs Retail/ Entertainment Hospitals

Should be the most important section of the entire website.

Moving it behind is as equal to not having it.

Brave New World

38 & Banyan UI/UX

Proposed After looking at our targets and how people surf through websites, we came up with a challenge within our team that the landing page had to be the point of attracting that will make the user stay on the site for a few more hours and go through the entire details in and out.

HOME

THE DESIGN

AMENITIES

The Design Evolution

The Amenities

THE DETAILS

LOCATION

Locations around Map

CONTACT

Navigation & Content Flow

Brave New World

38 & Banyan

Brave New World

38 & Banyan

Experience a website like never before. The landing page will tell you the story of this art. But in a way different from others. In a way like never before.

Since the project is a lot more about the design evolution of the art, it is much more important that the story has to be said in a way that it should look like a place to stay. Every aspect of the project (Website, Brochures, Campaign, etc.) had to be a different experience, an experience that will stay in our memory for years. The beauty of the site was revealed when the architect imagined the banyan tree supporting life, then started the evolution of this incredible art.

Wireframe The work started with creating rough wireframes and connecting information together and creating a data flow that will meet both the design and the experience needs.

Wireframe & Flow Open flap

the tree.

What if I construct paint an art around

It started with the trees.

The landing page was planned to be out of this world. An experience never experienced before. The concept of this landing page is a fully-coded experiential space, where the design story of the project is captured in a matter of few seconds. The space will have a pack of trees that the existing site has now and in a few seconds the story happens.

And the architect fell in love with it.

Landing Page

before we thought of it.

page as great at this. Neither did we

You would have never seen a landing

That’s when 38 & Banyan was born.

Brave New World 38 & Banyan

starts forming.

-03 Within 2-3 seconds the building

with trees in it.

-02 Site filled with particles emerges

-01 User enters site.

are formed.

-06 Accomodating the trees the curves

other side.

-05 The user can rotate and see the

enter the site.

-04 User clicks the green square to

Brave New World 38 & Banyan

* This is just an inspiration found from a UK-based developers personal website. Details listed below.

Totally out

Brave New World

38 & Banyan

UI/UX

t-of-space

Particle Valley by Viggo Morch. http://www.bongiovi.tw/projects/particlesValley/

Home The home page had to give the visitor an overall view of the project. The experience of the site had to be maintained, but as well as that the flow of content and the visuals has to be in a way that the person doesn’t feel lost in a space that has a lot of things happening. I worked on 12 grid layout so that the site remains as a responsive one, letting mobile users also experience it in a similar way. The home page plays an important role in passing information to a lot of users don’t spend a lot of time on the website.

the overview of art.

Brave New World

38 & Banyan UI/UX

experience the evolution.

The Design This part of the website becomes the most important section that tells the story of the project. So, even this had to be a new experience. Instead of adding all pictures in an order and sticking it up against the screen (which people don’t even mind to look into).

Let’s create a timeline of how the project started from the sketches till the final render and then the building itself. All in the drag of a handler.

Brave New World

38 & Banyan UI/UX

Amenities The Amenities are as well one important section of the project where it talks about what you will be experiencing when living in 38 & Banyan. So, this also had to be an explained format where the major ones are highlighted along with a beautiful description.

highly luxurious living.

every single detail that has gone into the masterpiece.

Brave New World

38 & Banyan UI/UX

The Details The Details section is the page where not really a lot of human traffic happens. Only those interested in the project get into the details section and checkout the size, dimensions of each unit and specifications and the green features that supports the project. All the sub-sections under the details open as separate pop-ups as it will help the user in a better navigation and usability.

it had to be the heart. indiranagar Location And similarly, the location is one of the most important aspects of the project because no one gets a dream house like this in the heart of the city (Indiranagar). Talking about the important places around the location it was also important that excluding the map (which will look a bit cluttered) there had to be a new way in which the map had to be interactive. The handler that switches between distances from the location shows the user every important location from 38 & Banyan.

Brave New World

38 & Banyan UI/UX

come. live Contact The contact page was planned not to have a lot of content. Just the address of 38 & Banyan and Assetz Lifestyle and a call to action.

Including this for the users who has an enquiry about the project has a form that they can fill and send to get their query cleared.

The Design

mobile wireframes.

The Details

Brave New World

38 & Banyan UI/UX

Walk-through

Location Walk-through

Gallery

Amenities

The Design

Amenities

Amenities

The Design Evolution

The Design Evolution

The Details

Location

Contact

Brave New World

The mobile version of the website is almost similar in terms of the navigation and usability to the desktop version, except a few like the menu bar on top that converts to a Hamburger icon and a few interactions in the design and amenities section which will not bring the same experience that one feels in a desktop.

38 & Banyan

assetzproperty.com/38andbanyan.

don’t miss the experience

Brave New World

It’s all about art.

The website will go live on the first week of June.

Assetz is responsible for any delay in the timeline for the launch.

38 & Banyan

Design Digest & Brochure When the product is being introduced to people of the

Concept & Design : Karthik Raj Copywriter : Trisha Dutt Guided by : Freeda Lazar

particular category it is important to provide them with something that will feed them with some information and also keep them engaged with the project for a while till they reach out to buy the product. And since, the project will enter design awards after the construction gets over, it’s important to have a consolidated brochure that has every single detail of the project.

Requirements:

- Design Digest A consolidated brochure that will be given away only to a limited number of people including all V.P, CEO’s etc. And also will be used when applying for International Architecture Awards.

- Product Brochure

- Design Brochure

Will be a mini give away brochure that talks about the main product features like amenities, unit specs, etc.

A mini design centric brochure that talks more about how the design evolved from sketches till the final renders.

Brave New World

38 & Banyan BROCHURE

Mini Brochure - Product To be handier and with a page restriction between 6-8 pages, the

Doing a normal fold brochure will bring down the class of the brand. But

brochure should have a flow of information that should be distributed

still making it handy and keeping everything within the page limit that was

evenly.

provided was quite a challenge.

- A book format brochure that opens from the back.

- inner socket for all unit, master and floor plans.

- Even when the brochure is closed it gives enough information] about the project and its location.

Brave New World

38 & Banyan BROCHURE

Brave New World

38 & Banyan BROCHURE

Brave New World

38 & Banyan BROCHURE

Mini Brochure - Design

This mini brochure that serves its purpose of talking about the design and development had to be a bit different from a normal brochure and totally different from the mini product brochure.

-01 This concept was inspired from one of the earlier concepts of circulating a tabloid/magazine to people of out target market. This tabloid will talk about the design features of the building as well as the design evolution (from sketches till the final render) in a big tabloid format brochure. The inner folded tabloid will be held by a jacket which together will take the same length of the product brochure.

- A Tabloid.

- Jacket that holds it.

- Inspired from the Campaign concept “Weekly Magazine�.

Brave New World

38 & Banyan BROCHURE

Tabloid

Jacket

Brave New World

38 & Banyan BROCHURE

Brave New World

38 & Banyan BROCHURE

-02 We have a well-constructed product brochure which looks like a well-organised information listed down so that people get proper information about the project. Since the design part of it can be a little experimental. I created a multi-fold brochure that when closed looks more like an art exhibition giveaway with a lot of experimental layouts and non-aligned texts.

- A multi-fold design evolution brochure.

- Inspired from art exhibition brochures.

- The Inner page has the design evolution in constructed step by step and the outer page covers the individual details of the structure.

Brave New World

38 & Banyan BROCHURE

Brave New World

38 & Banyan BROCHURE

-03 This final approved brochure is a not so complicated triple fold brochure that again holds the design evolution and details in the inner page with the outer page again talking about the detailed design aspects of the building.

- A triple fold brochure.

- Same length as the product brochure so that the it can be given away as a single package.

Brave New World

38 & Banyan BROCHURE

Brave New World

38 & Banyan BROCHURE

Design Digest The Design Digest will be the most elaborate piece of collateral for 38&Banyan. It will capture the genesis of the project from the vision behind the first idea to the final 3d render.

-Prologue -The Vision Sight is only a gift if there’s something worth looking at.

-The Architect’s Visit The tree as an experience.

-The Design Art around, Art within.

-The Living

Content flow

Life needs style. Art gets that.

-Location Living in the toes of a city just doesn’t have the same ring to it.

-The Details The building blocks of art.

-About Assetz

Brave New World

38 & Banyan DESIGN DIGEST

Cover We had an opportunity to use different techniques in printing, dyes, etc on the cover of the Design Digest. As this would be the most important collateral when applying for International Architectural awards, it was more important that the cover had to convey an important message about the project.

-01 We aren’t just talking about 38 & Banyan and its features. We’re talking about what it stands for as a whole: a sculpture, a work of art, as well as each and every detail that has gone into the architecture, and its connection with the tree.

We begin by highlighting individual and unique details of the building, before delving into the whole.

In this concept, the cover page has three major elements that address the art of the project as well as the banyan tree it is built around.

THE LEAVES, THE BRANCHES AND THE AERIAL ROOTS.

- embossed units on the cover.

- touch and feel.

- as we speak about every minute details that has gone into the project, an abstract way of representing the design and its details.

VEINS I N THE LEAF Representing the flow of life, art and nature as living entities.

THE BRANCHES Representing the far reaching effect of the design on lives lived in the project.

THE AERIAL PROP ROOTS Representing the intricate and solid roots of the project and its connection with nature.

Brave New World

38 & Banyan DESIGN DIGEST

-02 As we speak not just about 38 & Banyan and its features but each and every detail that has gone into the architecture. Highlighting individual details of the hero aspects before talking about the building as a whole. Again, we will follow the same concept on the cover page, where we are talking about how even the banyan tree has individual beautiful elements that come together to make the banyan tree look beautiful.

THE VEINS. AND ITS INTRICACY.

Brave New World

38 & Banyan DESIGN DIGEST

The veins will be embossed on a white paper.

- diecut on top - debossed veins - textured hardcase

Brave New World

38 & Banyan DESIGN DIGEST

MAILER

NEWSPAPER

Brave New World

Pre-launch Campaign Collaterals Set of collaterals for pre-launch of 38 & Banyan.

Newspaper ads, Hoarding, etc.

HOARDING

Design : Karthik Raj Copywriter : Trisha Dutt Guided by : Freeda Lazar

38 & Banyan CAMPAIGN

Site Branding Back-lit Boards

Design : Karthik Raj Copywriter : Trisha Dutt Guided by : Freeda Lazar

6.5 H x 19.5 W (in feet)

BOARD 2

BOARD 1

BOARD 3

Brave New World

38 & Banyan SITE BRANDING

- Assetz and 38 & Banyan branding - Main elevation - One highlighting the banyan tree and its relationship with an individual apartment - Amenities

BOARD 1

BOARD 2

Capturing the infinite pool oon the top of the building to give a little glance on the level of luxury of the project.

Brave New World

38 & Banyan SITE BRANDING

BOARD 3

Call to action board. Comparitively the most important board as this would be the board that will have a lot of time and visibility for those heading towards Old Madras road.

Meeting the Architect Concept : Karthik Raj & Freeda Lazar

Shoot Brief In this photoshoot, we will engage the creators (5 members) of 38&Banyan in conversation and capture key moments that could be used to illustrate the genesis of 38&Banyan.

They will enact the process of creation from the first sketch to the 3d model and the final render.`

Smart-Casuals Semi-Formals Shirts Blazers Trousers Denims Light woollens Textured Shirts.

Checks, Stripes, low contrast patterns can be additional.

Scarfs, and any other personal accesories.

Photographer Tarun Jain http://tarunrulesphotographyindia.tumblr.com/

Things required. pencils pencil holders drafters markers material boards white board pens post-its ipads white board drafting boards tables imac with 38&Banyan render images 38&Banyan blueprint rolls 38&Banyan building sketches 38&Banyan building mockups 38&Banyan render printouts 38&Banyan render images (jpegs)

Brave New World

38 & Banyan

MEETING THE ARCHITECT

LIGHT

Usage The images from this shoot will be used in collaterals, mainly the design digest apart from the brochure and the website. In the design digest, these images will play a very important role to weave a dialogue through the entire narrative.

MID

DARK

Reference 01

- Collaboration - Creation - Details - Candid - Contrast

Brave New World

38 & Banyan

MEETING THE ARCHITECT

Reference 02

Brave New World

38 & Banyan

MEETING THE ARCHITECT

- Specifics - Creation - Details

- Intense moments - Candid - Contrast

- 01

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38 & Banyan

MEETING THE ARCHITECT

- 02

- 03

- 04

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38 & Banyan

MEETING THE ARCHITECT

- 05

- 06

- 07

- 08

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38 & Banyan

MEETING THE ARCHITECT

- 09

- 10

02

Reliance Performax Tag Architecture Accessory Tags Apparel Tags Illustration Iconography

Project Brief Redesigning the entire

accessories and reduce a new tag architecture

illustrations and icons s

Founded in 2010, Performax is an active sports brand owned by Reliance Trends. ‘Performax’, is a sportswear brand with performance enhancing fabrics at economical prices. Performax has a range for different sporting and training needs ranging from Training, Running, Tennis, Football, Basket Ball and Cricket. It also offers accessories such as Caps, Ergonomic Socks, Wristbands, Headbands and Gym Sling bags at a price starting from Rs. 249/- onwards.

Copywriter : Sana Khuraishi Mentor : Freeda Lazar Design Manager : Jayanth

range of packaging for all the

e the cost sepent on printing by building for their apparels. Developing required

supporting the tags.

Tag Architecture Currently in all the Performax stores inside all Reliance Trends stores, there are people for brand activation, but still, people get lost in the unorganized sections too easily.

Concept & Design : Karthik Raj Copywriter : Sana Khuraishi Guided by : Freeda Lazar

Design Requirement For season AW 2018 team Performax wanted a set of redesigned tags with a better experience for the user who takes a look at the tag for further details of the product along with a task to reduce the cost of printing the tags.

Main Apparel Tags

Additional/Bottoms tag

The current apparel tags as you can see on the top right corner has no particular way in which the information was organised as well as the illustrations which look too bold and nowhere similar to the brand look.

One of the major issue which people felt all the time when a person visits the store was the categorisation in the women’s section. As women’s section didn’t have a lot of categories and products in it. The Performax team went for representing women’s section by the colour pink. Which most of the customers didn’t like.

Brave New World

Performax

system.

of proper categorisation in the tag

conclusion that there is an urgent need

brands in the market brought us to a

Reasearching on most of the sports

asics, etc.

new balance, westsport,

nike, skins, adidas,

Brave New World Performax

Men’s & Women’s Tags We came up with a solution of constructing a way by which the content and the visuals should be placed so that a large number of print cost can be cut down.

Brave New World

Performax

TAG ARCHITECTURE

Brave New World

Performax

TAG ARCHITECTURE

Brave New World

Performax

TAG ARCHITECTURE

Final Structure This is a 2d representation of the final 3d tag structure.

All the content and illustrations were adapted to their respective categories and presented.

Brave New World

Performax

TAG ARCHITECTURE

Youth Boys Tag Architecture of the Youth Boys section.

Brave New World

Performax

TAG ARCHITECTURE

Men’s & Women’s Illustration

TRAINING

The Illustration needed a bit more mood, movement, speed and dynamic features in it.

RU NNING

CY CLING

Brave New World

Men’s Initial Illustrations

Performax

Women’s Illustration Initial Illustrations

customers

- bright colours to attract

and dynamic features

- more of motion

Brave New World Performax

Men’s, Women’s & Boys Final Illustrations

Men’s

Brave New World

Women’s

Youth Boys

Performax

Special Tags Final Tags

Brave New World

Performax

TAG ARCHITECTURE

Illustrations

Brave New World

Performax

TAG ARCHITECTURE

Bottom Tags Type of Fit

Final Tags

Length

Size

Product Feature Icons

All the icons for the product features were developed during the construction of the clothing tag itself to make it more custom made and unique for the brand.

Brave New World

Performax

TAG ARCHITECTURE

Accessory Tags The Accesories in the store also had to have the similar look and feel as the clothing tags. And few of it had to change in terms of the structure cause of a few

Concept & Design : Karthik Raj Copywriter : Sana Khuraishi Guided by : Freeda Lazar

accessebility problems in store.

- To make it more tryable in the store.

- To make sure the entire set of tags (accessories 7 apparels) are in the same visual language.

List of product tags to be redesigned: FIT CAP FIT CAP 2.0 HEAD DEFEAT CAP SPORTS SACK FIT KITS SOCKS HEAD GEAR ARM BAND FREE RUN POUCH SIPPER WRIST BAND SWEAT BAND ARM SLEEVES

Brave New World

Performax

ACCESSORY TAGS

Brave New World

Performax

ACCESSORY TAGS

Brave New World

Performax

ACCESSORY TAGS

Brave New World

Performax

ACCESSORY TAGS

Brave New World

Performax

ACCESSORY TAGS

Brave New World

Performax

ACCESSORY TAGS

03

Other Works Leaves & Lives Earth & Essence Smartron Good Food - Freshmenu Endless Aisle

Projects

- the other projects incl

their work, as well as do

under the guidance of m

ludes helping my fellow teammates with

oing some open competition projects

my industry mentor.

Kiosk design

Endless Aile Endless Aile was a concept proposed by Brave New World as a solution for a common problem in Reliance Trends stores.

Brave New World

Other Works KIOSK DESIGN

Sketches & Design : Karthik Raj Guided by : Freeda Lazar

A lot of people come back home from trends store unhappy as they can’t find their size in a few products or the product itself is defected or not available in the current store. As Reliance Trends started its online site a few months ago. It could actually become a solution for the current issue.

02- Customer reaches Endless Aisle kiosk to solve his problem

01- The product in store is defective

or

01- Customer Can’t find his/her size

05- Product reaches home in 7 working days or customer can come to store and collect the product.

04- Customer can select the size they want and pay right there in the kiosk.

03- Using a barcode scanner attached in the kiosk the tag can be scanned to find the exact product online

Brave New World Other Works

Ipad Kiosk For those stores where there isn’t a lot of space to accommodate a 40-inch big touch display, these iPad kiosks can be used.

And these kiosks are also planned to be kept outside shopping

Brave New World

Other Works KIOSK DESIGN

Brave New World

Other Works KIOSK DESIGN

Desktop Kiosk To be used in big stores where there is a lot of customer interactions.

Brave New World

Other Works KIOSK DESIGN

Brave New World

Other Works KIOSK DESIGN

Brand Identity Leaves & Lives The city of Bengaluru is characterised with varied topography, vivid landscape and an extensive network of parks and greenery percolating within the urban setting, giving it a vibrant appeal.

This is the kind of milieu that the site is nestled in. The design should be able to enhance this experience and engage the people in order to preserve the essence of the city.

Identity Design : Karthik Raj Guided by : Freeda Lazar

patches of thick vegetation being retained.

Brave New World

Other Works

BRAND IDENTITY

leaves & lives

R

Option 1 - balcony - human nature interaction

LEAVES & LIVES

Option 2 (Selected) -community -co-existance

Brave New World

Other Works

BRAND IDENTITY

LEAVES & LIVES

Option 3 -living with nature -tree in every house

But building a brand that had a story on the design story of the architecture was a key point I had highlighted in my sticky note.

More than the green aspect the story was a much more effective element that can inspire the brand.

Brand Identity Earth & Essence

Identity Design : Karthik Raj Guided by : Freeda Lazar

The city of Bengaluru is characterized with varied topography, vivid landscape and an extensive network of parks and greenery percolating within the urban setting, giving it a vibrant appeal.

This is the kind of milieu that the site is nestled in. The design should be able to enhance this experience and engage the people in order to preserve the essence of the city.

It is the most dynamic feature that a piece of land could offer; conforming to it in terms of design articulation establishes a strong relationship with the context.

Terraces at different levels improve the visual connect between spaces while posing as a physical barrier between them, In an abstract sense the word terraces evokes the idea of creating an overall connectivity while maintaining a sense of individual belonging.

Even the literal meaning of the word provides a sense of excitement and visual interest. The concept is to formulate a sensitive approach to design by taking cues from the various features that the site provides and translate it across the whole and the part.

Brave New World

Other Works

BRAND IDENTITY

A separate open space is created within each neighbourhood as an individualistic focus which has a direct link to the central green thereby establishing a sense of hierarchy. This hierarchy of spaces provides distinct identities to each neighbourhood and establishes a strong connection between them.

Brave New World

Other Works

BRAND IDENTITY

Option 1 - inspired by the shape of the building

EART H & ESSENCE

Option 2 - inspired by the shape of the building

Brave New World

EAR TH & ESSENCE

Option 3 - the four segments in the site - forms the shape of earth

EARTH & ESSENCE

Option 4 - land, nature and people coming together - the point where it connects

But building a brand that had a story on the design story of the architecture was a key point I had highlighted in my sticky note.

More than the green aspect the story was a much more effective element that can inspire the brand.

Other Works

End of 126 days. 1512 hrs.

By never the end of my love towards being one of the Braves!

My Learnings Brave New World gave me a big opportunity by giving one of their prestigious projects to me. I had a lot of understandings from the 18 weeks that I was there as an Intern. It taught me the different way of thinking about the concept and ways in which it can be implemented. Where from starting with sketching to working with developers to delivering the work package to the client it was entirely our work. Meeting clients on a weekly basis taught me how to deal with them and how to present different concepts in a flow that they will make them much more interested in the work that we do. And working with studio artists and giving them feedback on a few collateral works was a new experience for me. Even though the world and industries have gone advance, here in Brave New World every work starts with the old way of doing it. I started by making 10’s of paper mockups of brochures, tags etc. and went and showed it to people to get feedback and to make it a better experience.

Major Skills and Learnings from Brave New World.

- Presenting work and Handling clients - Time Management - Managing work on two projects simultaneously - Creating Final Print Ready Artworks - Overviewing and giving feedback on design

Bibliography Brave New World Imageries Brave For The Win http://www.thebravenewworld.com/recognition/ Projects google images - Brave New World Communications Pvt. Ltd.

38 & Banyan Competitor Information https://www.proptiger.com/total-environment-100825 http://www.totalenvironment.in/project-residential.php Amenities Image - Website http://www.istockphoto.com/in/photo/bare-woman-leg-by-the-swimming-pool-gm472398158-63321973 Landing Page Inspiration - Particle Valley by Viggo Morch http://www.bongiovi.tw/projects/particlesValley/ Website References - Structure http://www.432parkavenue.com/ http://www.opushongkong.com/en/Home.html http://alexperryhotelandapartments.com.au/ Meeting Architecture - Reference Images http://architecture.org.nz/2009/04/14/33rd-pritzker-prize-winner-peter-zumthor/ http://www.gettyimages.in/detail/video/team-of-architects-brainstorming-around-the-model-stock-footage/485714266 http://www.bhbuntingcoady.com/en/people http://www.hksinc.com/people/michael-rogers/ https://au.pinterest.com/explore/men%27s-semi-formal/

Performax Trackpant Illustrations - References https://in.pinterest.com/0gn4s8j6g4kxepf/pants-flat-sketch/ Sport Illustration https://in.pinterest.com/search/pins/?q=sport%20illustration%20outline&rs=typed&term_meta[]=sport%7Ctyped&term_meta[]=illustration%7Ctyped&term_ meta[]=outline%7Ctyped

Endless Aisle Kiosk References https://in.pinterest.com/pin/368873025709763602/ https://www.google.co.in/imgres?imgurl=http%3A%2F%2Fwww.velvetgroup.com%2Fwp-content%2Fuploads%2F2013%2F12%2FMS_STUDY_INTERIOR_ HERO_1920x1080px.jpg&imgrefurl=http%3A%2F%2Fwww.velvetgroup.com%2Fdigital-inception-weekly-review-191213%2F&docid=2JZbxNt5ao4zpM&tbnid=rM4TXUP9wfY8mM%3A&vet=10ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgtKBIwEg..i&w=710&h=343&safe=active&bih=654&biw=1517&q=marks%20 %26%20spencer%20digital%20kiosks&ved=0ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgtKBIwEg&iact=mrc&uact=8#h=343&imgrc=rM4TXUP9wfY8mM:&vet=10ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgtKBIwEg..i&w=710 https://www.google.co.in/imgres?imgurl=http%3A%2F%2Fd1z823na1ho7cl.cloudfront.net%2Fwp-content%2Fuploads%2F2013%2F02%2FMar ks-and-Spencer-Multichannel.jpg&imgrefurl=http%3A%2F%2Fwww.dsruption.com%2Fmoodstocks%2Fa%2F5134a54c9ad9d50200000006&docid=YU1EQNgFSby1tM&tbnid=NfYXs1mqWA4i4M%3A&vet=10ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgkKAkwCQ..i&w=636&h=424&safe=active&bih=654&biw=1517&q=marks%20%26%20spencer%20digital%20kiosks&ved=0ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgkKAkwCQ&iact=mrc&uact=8#h=424&imgrc=NfYXs1mqWA4i4M:&vet=10ahUKEwiIzPil6_3SAhVE3GMKHZp3DdkQMwgkKAkwCQ..i&w=636

All the renders and sketches in 38 & Banyan were provided by architectureRed, Chennai.