Elevate - Portfolio of Neha Hattangdi by Neha Hattangdi

ÂŠ Neha Hattangdi 2011.

Website: www.nehahattangdi.com.

Email: neha.hattangdi@gmail.com.

No part of this book may be reproduced in

Typefaces: Helvetica Neue, Minion Pro.

any manner without written consent from the

Photography by Neha Hattangdi and

author, except in context of reviews. Every

Shravan HegdĂŠ.

effort has been made to ensure that credits accurately comply with information supplied. Printed on paper: Finch, 80lb Fine Text Printer: H&H Imagery, San Francisco, ca Bindery: The Key, Oakland, ca

1. w o r d s l e f t u n s a i d

Neu Vois (Masters Thesis)

2 . Off with their head

Lewis Carroll Tea Collection

5 . R i d e t h e Wav e

H10 (Hang Ten)

135

8. Living among humans

Corvus

113

3. When lives collide

Crossing Paths Film Festival

6. Light Regul ar Bold

Helvetica Box

151

9 . C au g h t i n a m o m e n t

Aqueous Transmissions

4 . c o l o r h i s s t o ry

Dutch Boy Paints

123

157

7. v o i c e yo u r o p i n i o n

Trash Talk

10 . i n t h e at t i k

Design Internship

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e l e vat e

portfolio of n e h a h at ta n g d i

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Design uplifts an idea and gives it a presence. I believe in approaching each idea in a unique way, depending on the objective that has to be achieved. By experimenting with different design styles & then finally picking one which best elevates the core idea, enables me to take any idea to the next level.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Neu Vois (Masters Thesis)

Branding and Package design

O B J ECTIVE :

completed:

Design an exclusive brand that promotes the preservation of endangered languages.

Spring 2011

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

NEU vois

preserving languages

There are about 7,000 languages in the world. In the span of a few years, fifty percent of these languages will be extinct.

s o l u t i o n Neu Vois is an organization that is dedicated towards the

preservation and promotion of endangered languages. By visualizing endangered languages as brands, and designing brand guidelines, advertisments and products for these languages, Neu Vois encourages the younger generation to their native languages.

i d e n t i t y d e s i g n Neu Vois promotes linguistic diversity. The current

branding system was designed for promoting four languages, Konkani, Tibetan, Swahili and Dutch. These four languages are from different parts of the world and each of them has their own history and culture attached to it. This was done to show how the Neu Vois branding system could be applied to any other language from any part of the world.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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b ran d g u i d e l i n e s The Neu Vois book, introduces the current situation of language

dillema that the world is faced by. It then introduces Neu Vois and itâ&#x20AC;&#x2122;s mission, followed by the brand guidelines for Neu Vois as well as the four languages that Neu Vois is making efforts to conserve. The book ends by giving the reader all the information about the services and products that are offered.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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th e ex h i b i t In an effort to showcase the art, culture and history attached to each language,

Neu Vois collaborates with typographic and calligraphic artists from around the world and showcases their art in a travelling exhibit.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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th e p r o d u c t s Neu Vois products focus on making language learning. Flash cards

and Audio-Visual discs available for each of the four languages, make learning fun and approachable. Besides these learning tools, Typographic kaleidoscopes were also made.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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th e w e b si t e Through the website, the consumers can learn more about endangered

languages and also immerse themselves in the brand. Neu Vois encourages communication. And with the help of social media such as facebook and twitter Neu Vois can interact with the consumers. The online store enables consumers to buy all the products.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

NEU VOIS P R E S E R V I N G L A N G UAG E S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Lewis Carroll Mad Tea Collection

Branding and Package design

O B J ECTIVE :

completed:

Design an exclusive brand & product line, that celebrates the work a literary author.

Fall 2010

LE WIS CARROLL THE MAD TE A COLLECTION

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

LE WIS CARROLL THE MAD TE A COLLECTION

Lewis Carroll The Mad Tea Collection

You could be tucked in the cosy corner of your living room, read your favorite book from childhood & enjoy this relaxing experience by sipping on one of the teas from the whimsical collection. s o l u t i o n Founded in 2010, The Lewis Carroll Tea Collection aims to capture

the essence of Lewis Carroll and his work. The brand creates the most delicious blends of whole leaf teas, rough-cut herbs and f lowers. In addition to all the things goodness packaged within this box, feel great knowing that the proceeds from the sales go towards encouraging children to do all things creative, with the help and support of Pencils of Promise.

t h e t e a box The Mad Tea Collection is made to celebrate the work, and creativity

of author, Lewis Carroll. The box contains 3 f lavors of tea leaves, a bar a extra dark chocolate, reusable tea bags, a strainer and a brochure that contains information the brands, Lewis Carroll and Pencils of Promise.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

LE WIS CARROLL THE MAD TE A COLLECTION

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

LE WIS CARROLL THE MAD TE A COLLECTION

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LE WIS CARROLL THE MAD TE A COLLECTION

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LE WIS CARROLL THE MAD TE A COLLECTION

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c o n ten t s o f t h e box set The Mad Tea Collection includes

three f lavors of tea leaves, each that encapsulate the spirit of the characters in his stories. The set also includes eco-friendly reusable tea bags, a tea leaf strainer and a brochure containing information about the brand and the non-profit organization, Pencils of Promise.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

LE WIS CARROLL THE MAD TE A COLLECTION

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

LE WIS CARROLL THE MAD TE A COLLECTION

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Crossing Paths Film Festival

Branding, Print, Environmental and Package design

O B J ECTIVE :

completed:

Conceptualize & design for a themed film festival that celebrates the work of a film-maker.

Fall 2009

C R O S S I N G PAT H S F I L M F E S T I VA L

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

crossing paths film festival

Crossing Paths is a celebration of Iñárritu’s incredible movies, all of which show distinct stories linked by the colliding of destinies in the form of accidents & unpredictable events. So l u t i o n Striking a balance between brutality and beauty while offering

well-defined characters that seem as real as their bare stark surroundings, Alejandro González Iñárritu’s unforgettable movies portray the uncertainty of life, death and destiny.

t h e f e s t i va l i d e n t i t y The Crossing Paths Film Festival celebrated

Alejandro González Iñárritu and his contribution to films by showcasing his feature films and short films, along side other events in three cities, on the same days and time in light of his parallel story telling style. To graphically represent the nature of Alejandro’s work, the festivals identity was depicted by a mash up of various landscape images to represent the idea of different lives and paths, all colliding with each other to form one image.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

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C R O S S I N G PAT H S F I L M F E S T I VA L

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d v d â&#x20AC;&#x2122; s a n d f e s t i va l c ata l o g These limited edition dvdâ&#x20AC;&#x2122;s contained

never-before seen clips from the three movies. The Festival Catalog book featured photography, interviews with the director, photography from the movie, film synopsis, reviews and also the festival schedule and guide.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

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C R O S S I N G PAT H S F I L M F E S T I VA L

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C R O S S I N G PAT H S F I L M F E S T I VA L

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

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f e s t i va l s i g n ag e s

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

C R O S S I N G PAT H S F I L M F E S T I VA L

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Dutch Boy Paints

Branding and Package design

O B J ECTIVE :

completed:

Redesign the logo & packaging of a paint company that has been around since years.

Fall 2010

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

dutch boy

interior & exterior paints

The new paint cans illustrate the playfulness of the world that the Dutch Boy lives in.

s o l u t i o n Years ago, the Dutch Boy mascot was popular even amongst kids.

Coloring books and story books featuring the Dutch Boy were published and sold to the young ones. I strongly thought that this storytelling quality was lost over the years, and should be bought forward in the repackaging, to establish a deeper emotional and playful quality amongst their consumers.

PAINT CANS While all the paint cans showcase the contents information on

the side facing front, the rear side of all the paint cans are different. The range of interior paints show the interiors of a house with the color of the paint as the color of the walls in the background. And the exterior paint show a row of houses, in the color of the paint. When a number of cans are lined up next to each other, they create a unique shelf-experience, and give us a glimpse of the world Dutch Boy lives in.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

D U TC H B OY I N T E R I O R A N D E X T E R I O R PA I N T S

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

H10 (Hang Ten)

Branding and Print design

O B J ECTIVE :

completed:

Revitalize a dying brand, by redefining itâ&#x20AC;&#x2122;s core values & designing an all new standards guide.

Spring 2010

H1O R I D E T H E WAV E

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

h1O (HANG TEN) ride the wave

Through the project, I hoped that viewers could once again realize H1O’s aspirations, to touch the soul of surfing by respecting & protecting nature.

s o l u t i o n The essence of Hang Ten is based on ocean waves & their state of

constant change, hence the new name H10; inspired by H20, life and nature. By embracing the calming and serene quality of nature, H10’s new mission will be to involve the community with nature alongside it’s retail and merchandise. With it’s roots in beach culture, H10’s core beliefs are unity and positivity. H10 will continue the tradition of providing exclusively to the surf community.

B RAND B O O K The H10 brand is compiled into a poster size book, measuring

12x18 inches. It includes the brand history, audience profiles, brand personality grids, competitive brand analysis, the brand standards and guides, and details about the new products and services offered by H10. The book is enclosed in a cloth case made from natural hemp cloth, dyed ocean blue.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

X X

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

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H1O R I D E T H E WAV E

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H1O R I D E T H E WAV E

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T h e S t o r e The first prototype of the H10 store is in Huntington

Beach, California. Besides retail stores, H10 also make environmentally sustainable surf and skate gear and apparel made from organic fibres.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

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c o mmu n i t y S e r v i c e s New beginnings for H10 mark a new

prioritiesâ&#x20AC;&#x201D;giving back to the community. H10 now also runs art galleries that only exhibit the work of surfers. Museums dedicated to the history of surfing, and surf schools and clubs unite the surf and skate community.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

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H1O R I D E T H E WAV E

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the h10 r esort Surfing has always been synonymous with relaxation

& a laid-back attitude and no hotel better demonstrates this than the H10 resort in the Santa Catalina Island. H10 Resort highlights fresh seafood, surf inspired dĂŠcor, and free-spirited good times.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H1O R I D E T H E WAV E

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Helvetica Box

Print and Type design

O B J ECTIVE :

completed:

Pick a font and create a type specimen box based on the exercises of Wolfgang Weingart.

Fall 2008

H E LV E T I C A B OX FONT E XPERIMENTS

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

H E LV E T I C A B OX FONT E XPERIMENTS

helvetica box font experiments

In the process of making the Helvetica box, I was able to learn how subtle details can make a big difference in the art of typography.

s o l u t i o n The font I picked was Helvetica Neue. Itâ&#x20AC;&#x2122;s classic, modern and

clean look appealed to the first part of the project (where we were supposed to emulate antique type specimen sheets). Since Helvetica Neue has many weights within the font, it gave me ample scope to make intriguing layouts in the second part of the project, where we were forced to break all the rules.

H e lv e t i c a box The box contains thirty sheets of typographic designs

divided amongst three categories, Fundamental type, Font study and lastly, Experimental type. All the sheets are printed on Cotton paper, and enclosed within a custom made Bauhaus box.

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H E LV E T I C A B OX FONT E XPERIMENTS

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H E LV E T I C A B OX FONT E XPERIMENTS

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H E LV E T I C A B OX FONT E XPERIMENTS

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p r oj e c t:

CATEGORY:

Trash Talk

Branding and Print design

O B J ECTIVE :

completed:

Pick a social & environmental cause that affects the sustainability of our local environment, and solve the problem through graphic design.

Spring 2010

T R A S H TA L K V O I C E YO U R O P I N I O N

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T R A S H TA L K V O I C E YO U R O P I N I O N

trash talk voice your opinion

By combining illustrations with loud type and bright colors, I hoped to bring a more fun and humourous approach to a dull subject.

s o l u t i o n Most households segregate their garbage into three sections:

paper, plastic and glass. Currently our method it does not include other materials such as metal or glass. If we make a small change and segregate our trash into five sections: paper, plastic, metal, glass and compost we will make a giant step towards a better recycling system. Trash talk helped draw attention towards this fact.

t r a s h ta l k Includes a logo and branding system that supports the cause,

along with posters, a website, a smart phone application, a tagging system and a book that contains information graphics and summarizes the entire project.

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T R A S H TA L K V O I C E YO U R O P I N I O N

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E L E VAT E P O R T F O L I O N E H A H AT TA N G D I

t h e p o s t e r s Trash Talk draws the attention of urban citizens, and forces

them to think about the garbage that we create in our daily lives. By placing posters around the city of San Francisco, urban residents are made aware of the facts of recycling. The posters served as a call to action to the website.

PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

T R A S H TA L K V O I C E YO U R O P I N I O N

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T R A S H TA L K V O I C E YO U R O P I N I O N

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t h e WE B SITE The posters direct the urban residents

to the website where they can learn more information about the cause and sign the Trash Talk petition. They can also download the icons and stickers and tag the trash cans in their neighbourhood and upload pictures on the website. This will inspire and encourage people from around the city to do the same.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

T R A S H TA L K V O I C E YO U R O P I N I O N

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Corvus

Print and Editorial design

O B J ECTIVE :

completed:

Design a typographic narrative with a scientific subject.

Spring 2009

CORVUS CROWS AMONGST HUMANS

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

CORVUS

CROWS AMONGST HUMANS

By combining expressive typography & abstract photographs of the sky, I hoped to illustrate the nature & habitat of crows & provide ample evidence of their ingenuity. s o l u t i o n When they f ly, we watch and follow. When they call, we listen.

When they encounter people, we anticipate fascinating interactions. Corvids have been historically feared, hunted and otherwise maligned. This book provides information about the species and about their adaptations and survival amongst humans.

t h e B O O K Corvus is a book all about the intelligent species and how they

have evolved and adjusted living alongside humans. The book is 96 pages and contains photos and information graphics.

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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141

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142

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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14 3

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14 4

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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14 5

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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147

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

CORVUS CROWS AMONGST HUMANS

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

p r oj e c t:

CATEGORY:

Aqueous Transmission

Typography and Print design

O B J ECTIVE :

completed:

Visualize a song, & express its meaning and emotion by using type & photography.

Spring 2010

AQ U E O U S T R A N S M I S S I O N S C AU G H T I N T H E M O M E N T

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

AQ U E O U S T R A N S M I S S I O N S C AU G H T I N T H E M O M E N T

aqueous Transmissions As the song talks about the journey of life in which our paths keep changing, I thought it was most appropriate to have a set of three posters, each for depicting a different mood. s o l u t i o n To depict the peaceful rhythm, I used photographs of water and

water bodies. I printed expressive type on transparency and then projected them onto a wall with the help of a overhead projector. The projected images were then photographed by me and then used to make the final images.

THE P O STERS I made a set of three posters depicting the song, and each

poster had different type treatments, images and colors. The only thing that remained constant through all the three posters was the logo and type at the bottom of the poster which explained the meaning of the song. All the images in the posters are unedited photographs (no photoshop was used for making any of the three posters).

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

AQ U E O U S T R A N S M I S S I O N S C AU G H T I N T H E M O M E N T

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

INTERNSHIP :

CATEGORY:

ATTIK

Design and Advertising

O B J ECTIVE :

completed:

To gain industry experience & sharpen my design skills

Spring 2011

AT T I K DESIGN INTERNSHIP

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PROJECT T H E S I S 2 3 4 5 6 7 8 9 10

AT T I K DESIGN INTERNSHIP

attik

design internship

The design internship at attik enabled me to work alongside & learn from the creative team.

a bo u t attik is a global creative agency focused on developing integrated

advertising, digital and branded experiences. Over the past 24 years, attik has worked with some of the worldâ&#x20AC;&#x2122;s most renowned and revered brands including, Coca-Cola, Toyota, Adidas, Sony Online Entertainment and the nfl. It is a division of Dentsu, one of the world biggest holding companies.

w o r k At attik I learnt not only how an integrated creative organization

runs, but also how designs can be used to convey messages and arouse the curiosity and interest of the audience. All the work showcased below was done while I was a part of the design team, and not solely by me. d i s c l a i m e r All information and creative is copyright attik, where the

work was conducted. Some information may be highly confidential and your discretion would be appreciated.

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Thank You

My parents and brother for encouraging me to pursue my passion and having faith in me. Shravan HegdĂŠ for always giving me honest feed back, for always being patient with me and for being my best friend.

All my professors, especially Phil Hamlett, Hunter Wimmer, Mary Scott, Stan Zienka, Phillip Ting and Leigh Okies for giving me the all their advice and being encouraging. Stu Melvin and the design team at attik, for giving me the opportunity to work with and learn from them.

My friends, old and new for always being supportive, and for all the good times and great memories.