PORTFOLIO

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