I’M MEHER LUTHRA, A GRAPHIC DESIGNER & BRAND STRATEGIST
ABOUT ME I’ve worked as a graphic designer and a masters in international design and business management allows me to think in a space between business
I’ve worked on a range of projects across various sectors giving me experience to deal with high budget as well as low budget clients
and design
Working at a firm in muldisciplinary cross cultural teams + a course in cross cultural management, makes me adaptable and empathetic, allowing me to view work as a collaborative process.
Meher Luthra
My curiousity for everything in the world keeps me updated with new trends and technolgies, which pretty much shape what people do, how they live and how they consume.
CLIENTS I HAVE WORKED WITH
Meher Luthra
CASE STUDIES My Work In Design And Strategy
Brand Strategy
RENAULT This 5 month project was done with the VP of Marketing as well as Head of Design, Asia Pacific for the Chinese consumer market. The final presentation was made to their office in Paris.Renault found their brand awareness was low in China, and approached our studio to help improve the same. The solution was Renault Explore an online offline service offering, in the form of a platform accessible to all users whether they drive a Renault or not. As the name suggests users can find interesting activities, by browsing through Renault curated content. The strategy applied was a lifestyle centred approach for the target group “ life-explorers� which additionally looked at a new brand image, positioning and communication strategy. TOOLS USED RESEARCH Interviews, Lifestyle Probes, Audits, Industry Expert Interviews, Desk Research, Current Customer Journey, S.T.E.E.P ANALYSIS & INSIGHTS S.W.O.T, Persona Creation, Stakeholder Map, Value Flow Map etc.
Meher Luthra
Brand Strategy
PICCINI WINES Piccini wines from Italy defined a challenge of creating brand awareness in the Chinese market. This project was challenging as the Chinese culture isn’t big on wine drinking! Through a lifestyle probe, millennials from 4 cities in China, shared their consumption patterns with our team. We found three parametres to define millenials based on their patterns Otaku Vs Social, High Wine Knowledge Vs Low Wine Knowledge, Local Vs Western Influence. We created personas based on these parameters allowing us to create a more focused strategy. A trend of Curation amongst millenials and their enjoyment in intimate experiences were few of the other outcomes of the probe.Our solution was curated kits, aimed at allowing users to try a variety of wines, in miniature sizes. RESEARCH Interviews, Lifestyle Probes, Desk Research ANALYSIS & INSIGHTS S.W.O.T, Stakeholder, Persona Creation, Persona Parameters, Trensetter Triangle
Meher Luthra
Branding
STRIDE This project was done as part of the team at I-am, an international branding and experiential design studio with offices in London, Mumbai, Istanbul and Dubai. Stride is a multi-shoe brand outlet, exclusively for men. The name Stride stands for epitomising confidence, energy and control over one’s surroundings. The brand identity we developed is contemporary, light-hearted, and portrayed progressiveness with a strong visual story line the evolution of man paralleling the evolution of today’s confident Indian male.
WHAT I DID AS A PART OF A TEAM • Nomenclature • Brand Tone • Brand Essence • Identity and Visual Language • Way Finding and Signage Systems • Customer Journey
Meher Luthra
Brand Strategy
SALON MEDIA At its peak, in the 70s Salon Films was the leader in providing shooting and production equipments for film making. However, due to a change in the way the filmmaking ecosystem and the faster redundancy of technology, Salon Media tried to move towards the production avenue. As it was a family run business, the firm was caught up in trying to keep the traditional methods of functioning. We analysed the stakeholders, value flow and suggested new methods of creating value and how this would bring in new stakeholders to the business. Our solution was to direct value flow through a new Platform, SML(Salon Media Lab). This would work as an incubator for young talent, a freelancer and business platform as well as a production firm for commercial videos RESEARCH Interviews, Desk Research, Expert Interviews, Case Studies ANALYSIS & INSIGHTS S.W.O.T, Stakeholder, Rivolrous Matrix, Economic Paradigms, Value Framework, Value Flow Map
Meher Luthra
Customer Journey and Brand Experience
HDFC BANK Banking in India is chaotic due to a high footfall of customers. To ease this pressure, HDFC Bank decided to introduce a smart space for faster banking. I was a part of the naming process, brand experience conceptualisation, identity and signages. THE CONCEPT IS SLEEK; SMART AND FUTURISTIC
IDFC BANK me
The brand elements were created by another agency. The scope of the project was to create a brand experience for new customers. The solution was a blend of retail and traditional banking. I was involved in conceptualising the experience as well as creating the signage systems. THE DESIGN LANGUAGE IS FRESH; PROFESSIONAL; FRIENDLY AND APPROACHABLE.
Project Title/Date
Design Forecasting
User EAR NI N
WHAT WEALTH MANAGEMENT MAY LOOK LIKE IN 2030
Market Place
this project was to look at the future for fintech. We selected
retreet
retreetFood retreet Transpor t
the year 2030, with a focus on creating a solution for retirees
Leisure Bills Paid
then. Saving
As a solution, we explored the idea of a service offering
retreet
Spending
retreet
retreet
which combines all wealth management and provides ways
nd ea eas ife ce, fl Pea lity o qua
SPE ND IN
Remote Jobs
We are living in a world, where new technology and innovation seems to be developing faster than we can blink. The brief of
G
All financial data of household people, spending data, purchase habits. Other financial data from investments, and savings.
retreet
?
in rn Ea es on rc s ou n io es st R e g gg in u is S til U
ta
Smart Home
ra
ve
Le
meaning to wealth in the future and looks at adding factor of
ge
“community” and “harmony” as additional wholesome wealth.
Robots & Devices
Teach
e
ut
RESEARCH -
tit ns rI
fo
Help
Interviews, S.T.E.P, Desk Research ANALYSIS & INSIGHTS Scenarios
Household Data And Resources
LIVIN G
Us & ag St e, at W is ea tic r al Da
Volunteer
Share
Community Clubs
g
Other Data / Third Party Services
of earning, living, spending as to retirees. It questions the
Future Cones, POG Filter, Value Matrix, Paradigm Shift,
G
Food Transpor t
High!! Food
Leisure Bills Paid
Financial Institute
Leisure Transpor t
Saving
Share
Spending
Volunteer
Meher Luthra Help
Brand Strategy
CHANGING THE APPROACH OF SELLING ORCHESTRA TO MILLENIALS Fewer millennials are finding their way into orchestral halls. In order to attract a small niche group, one must sell more than a ticket. Through this strategy, one books an experience of the performance, rather than just a seat. Based on the experience they book, they can utilise various benefits from that booking, For example, A Curiousity Seat aims at providing a learning experience, where the user gets reference matierials, a meeting with a musician and a live chat with the experts. Similary hearbeat seats are the perfect romantic experience for couples looking to do something different. RESEARCH Interviews, Desk Research ANALYSIS & INSIGHTS S.W.O.T, Persona Creation,Journey Map, Round Robin, UTB Filters, Assumption Testing
Meher Luthra
Customer Journey and Brand Experience
REEBOOK VM UNIT TRUE BLUE
I was involved with brand experience, brand building, identity creation, visual language and retail elements. The final identity was designed by another designer on the team. Master Blaster Sachin Tendulkar who epitomises the brand’s personality was chosen as the brand ambassador. The visual language is a mix of Indian elements with a western contrast.
Project Title/Date
Thesis / Design Thinking for an Unusual Problem
The Hong Kong Polytechnic School of Design SD5173 Capstone Reflective Thesis
a guide to managing procrastination at the workplace Meher Luthra
Student Id : 17097302G
Clifford Choy
THESIS – DESIGN THINKING
Proffessor and Mentor
As a solution, this thesis suggests that the time spent procrastinating at work could be used to create new values within the organization. i
A Guide To Managing Procrastination At The Work Place
Also, it explores an idea where the overall health of an organization could improve by incubating new skills within employees and focusing on their well-being. Further, it questions whether the time spent
Non Procrastinators
Active Procrastinators
Passive Procrastinators
procrastinating can benefit the local community.
Concept and Spaces
BIOPHILIA INSPIRED REALTY SALES LOUNGE
FACEBOOK,MUMBAI CELEBRITY INTERACTION ROOM Concept Ideas
LogoFolio
Meher Luthra
usability is about people and how they understand and use things, not about technology
- steve krug
UI/UX - PROCRESS The brief was to look at a new way of banking. The brand language was created by another design firm. We looked at creating the spatial design experience. Collaborating with
REBRANDING A DESIGN STUDIO
the I-am London team, we came up with the solution of merging the banking and retail industry while drawing inspiration from international brands.
WEB STRUCTURE Wireframing the content HOME PAGE
ABOUT US
CONTACT US
PROJECT PAGE
OLD IDENTITY
NEW IDENTITY
STRATEDGY Being attached to the current form of the identity, they were hesitant to get rid of it. I added a solid weight to the unit, cleaned up the form and re-introduced their brand colour. The new weightage of the logo is bold and almost symbolises their feeling of look at us, we’ve arrived. Their strong ethic of reliability is clearly visible with the solid nature of this form.
PLANNING SKETCHES WIREFRAMING Meher Luthra
2
DESIGN BRIEF
KEY POINTS Some coffee
FEEDBACK
PROTOTYPE
Mindmaps
USER TESTING
INQUIRY + CLIENT MEETING
LAUNCH
RESEARCH + OUTLINE MEETING
UI/UX - STRATEDGY PROCRESS
Total Phone Calls
Total Emails
RESEARCH
Total Phone Calls
Total Emails
RESEARCH
1
}
ANALYSE DESIGN BRIEF
BRIEF
Cups Of Coffee Total Phone Calls
Total Emails
1
ANALYSE
DESIGN PACKAGE DESIGN BRIEF TRANSPORT A quick walk
Cups Of Coffee
2
ESTABLISH
ESTABLISH DESIGN BRIEF KEY POINTS KEY POINTS Some coffee Mindmaps
LAUNCH
Referencing
ANALYSE DESIGN BRIEF
Cups Of Coffee
2
PACK DESI
ESTABLISH KEY POINTS
Referencing
A quick walk
ESTAB CONTE
ESTAB Sketches
Sleepless nights
IDENTITY EDUCATION UI / UX CREATION
UI / UX
ESTABLISH CONTENT PRIORITY
CREATE BRAND ESTABLISH POSITIONING CONTENT PRIORITY
CREATE BRAND ESTABLISH CONTENT PRIORITY CONTENT PRIORITY POSITIONING
ESTABLISH STYLE
ESTABLISH STYLE ESTABLISH STYLE
STYLE ESTABLISHESTABLISH STYLE
ESTABLISH
ESTABLISH STYLE
CREATE KEY LINE Some coffee Mindmaps PROTOTYPE
HTML / CSS
CREATE MOCKUPS
CREATE KEY LINE
CREATE MOCKUPS
ANALYSE PROBLEMS
PROTOTYPE
FEEDBACK
USER TESTING
ANALYSE PROBLEMS
FEEDBACK
USER TESTING
LAUNCH
TRANSP
BOLD TYPOGRAPHYRESEARCH Total Phone Calls
1
}
Total Emails
ANALYSE DESIGN BRIEF
IDEATION DESIGN BRIEF
Cups Of Coffee
2
ESTABLISH KEY POINTS
USE OF LAUNCH BRAND COLOUR
BRAINSTORM
RESEARCH + OUTLINE MEETING
Referencing
Sketches
Some coffee
PACKAGE DESIGN
IDENTITY CREATION
UI / UX
ESTABLISH CONTENT PRIORITY
CREATE BRAND POSITIONING
ESTABLISH CONTENT PRIORITY
ESTABLISH STYLE
ESTABLISH STYLE
ESTABLISH STYLE
CREATE LAYOUT
CREATE IDENTITY OPTIONS
HTML / CSS
CREATE KEY LINE
CREATE MOCKUPS
ANALYSE PROBLEMS
PROTOTYPE
FEEDBACK
USER TESTING
REAL ES
A quick walk
Sleepless nights
Mindmaps
BOLD TYPOGRAPHY USE OF BRAND COLOUR
TRANSPORT INF0GRAPHICS
TRANSPORT
UI ELEMENTS
CONVERSATIONAL FINANCE TONE
REAL ESTATE
INF0GRAPHICS CONVERSATIONAL TONE
REAL ESTATE
TRANSPORT
FINANCE
EDUCATION
REAL ESTATE
HOSPITALITY
HOME IMPROVEMENT
TECHNOLOGY
FINANCE
EDUCATION
HOSPITA
EDUCATION
HOME IMPROVEMENT
HOME IMPROVEMENT
HOSPITALITY
HOSPITALITY
Meher Luthra
PROTO
Mindmaps
HOSPITALITY
INQUIRY + CLIENT MEETING
CREAT
CREAT
Some coffee
IDEATION LAUNCH IDENTITY
PACKAGE FINANCE CREATION DESIGN
A quick walk
DESIGN BRIEF
Sleepless nights Sleepless nights Sketches CREATE IDENTITY CREATE LAYOUT CREATE IDENTITY OPTIONS CREATE LAYOUT HTML / OPTIONS CSS HOME IMPROVEMENT TECHNOLOGY REAL ESTATE
Sketches
RESEARCH
2
}
RESEARCH + Referencing OUTLINE MEETING
IDEATION
BRAINSTORM
RESEARCH + OUTLINE MEETING
INQUIRY + DESIGN CLIENT MEETING
BRAINSTORM
UI ELEMENTS WITH A STRONG LINK TO BRAND VALUES
INQUIRY + CLIENT MEETING
1
}
IDEA
BRAINSTORM
1
TECHNOLOGY
TECHNOLOGY
Four Seven Jewellery Brand
HIGH END JEWELLERY FASHION BRAND
Meher Luthra
Four Seven Jewellery Brand
LOGIN/SIGN UP
LOGIN/SIGN UP
ABOUT US
ABOUT US
COLLECTIONS
JEWELRY
CHARMS
ACCESSORIES
LOGIN/SIGN UP
COLLECTIONS
JEWELRY
CHARMS
ACCESSORIES
GENTLEMEN
ABOUT US
COLLECTIONS
JEWELRY
CHARMS
ACCESSORIES
GENTLEMEN
GENTLEMEN
CUFFLINKS
bracelets SHOP NOW
COFFEE CUP Rs. 1200
CHARM COLLECTION
LUCKY CUFFLINKS
RIDERS
SAILOR CUFFLINKS
Browse our collection of perfect
Flaunt this delicate charm and be
gifts for that special someone.
reminded of the pleasant fragrance of your morning coffee.
MUSIC NOTE
This delicate charm is made in
Rs.1500
pure 925 oxidized silver and comes with a silver locking clip.
THE AMOUR COLLECTION
THE SERENITY COLLECTION
Browse our collection of perfect
TYPE: 3d silver charm
gifts for that special someone. SIZE: (H) 31.5mm X (W) 8.5mm including the locking clip.
TRAVELLER
MAP CUFFLINKS
SAVED ITEMS
CHARMED
CUFFLINKS
ON OUR BLOG
Browse our collection of perfect gifts for that special someone. With the New York and Brooklyn Fashion Weeks behind us, It is time COMPASS CUFFLINKS
LET’S CONNECT
INITIAL CUFFLINK
GLOBETROTTER
to zoom into the top trends that wowed us.
LET’S CONNECT
ON OUR BLOG
LET’S CONNECT
With the New York and Brooklyn
With the New York and Brooklyn
Fashion Weeks behind us, It is time
Fashion Weeks behind us, It is time
to zoom into the top trends that
to zoom into the top trends that
wowed us.
tellus@fourseven.in
Meher Luthra
wowed us.
+91 8470014747
+91 8470014747
READ MORE
tellus@fourseven.in
ON OUR BLOG
+91 8470014747
READ MORE
tellus@fourseven.in
READ MORE
UI/UX
MENS COUTURE DESIGNER
ART DIRECTION FOR A LEADING FINANCE ADVISOR Meher Luthra
WIREFRAMING TO PROTOTYPING CONCEPTS BLOG
best selling chair
BLOG
the zen chair
Booking Reference
PRICE the curiousity chair
M A ESTRO
HKD 800 PRICE heartbeat seat
C L A SSIC S
PRICE memory seat PRICE
BROWSE
BOOK
priority seat
M OV IES & SOU NDTRAC K S K ID S
B R O WS E OT HER S EATS
Octobe r, 2017
PRICE
BROWSE CATEGORIES
BROWSE SEATING
BLOG
best selling chair
the zen chair
Booking Reference
PRICE
r
HKD 800 PRICE heartbeat seat
PRICE PRICE
B R OWSE
BOOK
priority seat
BROWSE OTH ER SEATS
PRICE
BROWSE SEATING
PREVIEW SEATING
Meher Luthra
PREVIEW ZONE
BOOKED
PREVIEW SEATING
PREVIEW ZONE
BOOKED
ART IS WHERE WORK MEETS LOVE
DESIGN THINKING TO ART 2015-2016 was a very personal year for me. It involved a lot of lethargy, which I’ve heard is common to a quarter life crisis. I lost focus of what I wanted and got too caught up with other people around me, which resulted in me losing a sense of self. I began speaking about it to friends, family and I realised that everyone is going through the same thing. It was an imaginary race we were all running, where everyone else just seemed to be doing better. The solution didn’t start as a process but it slowly became one. After understanding that most people feel the same way, I made a conscious decision to focus more on myself. I focused everything I was going through and channeled it into art. I began drawing what I read which made me read more. I drew out lyrics from songs or I just drew whatever I felt. I started noting down thoughts and began thinking visually. This is now a part of my daily routine, where I note down whatever ideas come to my mind. It was scary to share art at first but I became more confident after receiving positive reactions. This entire process helped me to grow, to boost up
my confidence and to create my own process for dealing with a challenging problem. I now look to change problems by creating more solutions.
Meher Luthra
– MY YEAR IN HONGKONG –
THANK YOU _________________ ON MEHER LUTHRA M: 91 9168061919 E: MEHER.LUTHRA@GMAIL.COM
ANNOUNCEMENTS FROM THE TRAIN STATION KEEP ME UP ALL NIGHT— MOVING TO A NEW HOUSE, 2016