graduation project by Amit Aggarwal

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Graduation Project 2012

Dhanlaxmi bank Visual language Sponsor

FITCH Mumbai Student

Amit Aggarwal

Communication Design (Graphic Design) Industry Guide Faculty Guide

Rob Andrews Prof. Ranjana Dani

GRADUATION PROJECT 2012

PROGRAMME : UNDERGRADUATE PROGRAMME

The Graduation Project Evaluation Jury recommends Amit Aggarwal to be awarded the Graduation Degree at the MIT Institute of Design, Pune IN COMMUNICATION DESIGN (GRAPHIC DESIGN) herewith, for the project titled “Dhanlaxmi bank visual language” MEMBERS: NAME

ORGANISATION

on fulfilling the further requirements by *

(*Subsequent remarks regarding fulfilling the requirements :)

Chairperson of the Jury

SIGNATURE

Acknowledgement Fitch Mumbai I would like to express my gratitude to all those who provided me the opportunity to complete this project. I want to thank FITCH and my mentor Rob andrews and Rhea Mithias, for guiding me through the entire process, Urja and Niti for having faith in me and showing patience.I want to convey my deepest gratitude to my institute mentor and trouble shooter Prof. Ranjana Dani, For providing me with great insight and encouraging me throughout the process.My parents for all the suggestions and valuable inputs and guidance.

Retrospection With this project, I was given an opportunity to step out of my comfort zone and work on an serious brand. I learned how to handle pressure, responsibility, Meeting with deadlines, Making professional presentations etc. It was a great learning opportunity for me. I was very happy with the format of the internship, Since I received constant inputs from my industry mentor and clients. I learned a great deal about the difference in peopleâ&#x20AC;&#x2122;s choices and how to make two ends meet. I learned to deal with clients who had indefinite deadlines as well as a more fluid approach towards branding and visual language.

Contents

01 02 03 04 05 06 07 08 09

The sponsor

The Client Brand statement

Brand platform Colour palette

Brand architecture Typography

Type application Typography

10 11 12 13 14 15 16 17

Type application The challenge Gold coin Silver coin Forex campaign Gifting campaign DLB Diary DLB Calendar

The Sponsor

Fitch Mumbai In 1972 Sir Rodney Fitch established the Fitch design company in London. It is a global design agency of choice for all things retail. Their purpose is to enhance the lives and experiences of customers everywhere. Fitch has a rich heritage and a unique expertise in this area, having built up over 30 years, the worlds most complete multi disciplinary design consultancy. They have over 500 associates in 17 studios across 12 countries, working across time zones to retail the goods, services and personalities of their clients all over the world. Fitch offers four key disciplines: Retail design, Product development, Brand communication and future insight. THE PHILOSOPHY At each and every touch point the company is translating brand into experience and experience into compelling memories. The clients look to express their brands through more—and different— channels. It is the breadth and depth of understanding that gives real influence. The companies philosophy is to use that influence responsibly—and that means creating brand experiences that derive from a true understanding of consumers’ hopes, fears and aspirations. FITCH MUMBAI FITCH Mumbai have relocated onto the 20th floor, a 6000 sq ft. office space in the brand new India Bulls Finance Centre in Central Mumbai. The open plan space features a black pavilion housing the boardroom, two meeting rooms and a brain storm theatre. Every desk has 360 degree views of Mumbai looking South to Colaba, West to Sea Link, North to Bandra and East to Elephanta Island. The studio will shortly be further FITCH’ed with wall art, furniture and installations to the studio reception and 2500 sq ft. balcony which includes a WOW wall.

The Client

Dhanlaxmi Bank Dhanlaxmi Bank Ltd is an old private sector bank headquartered in Thrissur city, Kerala, the “Cultural Capital of Kerala”. It has been headed by Amitabh Chaturvedi as Managing Director and CEO of the bank till January 2012. However,in February 2011, Amitabh Chaturvedi, MD and CEO of Dhanalakmi Bank has put in his papers. The bank was focusing mostly on Southern states like Karnataka, Tamil Nadu, Andhra Pradesh and Kerala but it is looking for a pan India presence since the last few years. In 2009, the bank started a brand transformation initiative which included the change of the logo and related branding treatment across all its customer touch-points.

History Dhanalakshmi Bank Ltd was incorporated on 14th November 1927 by a group of enterprising entrepreneurs at Thrissur city, the “Cultural Capital of Kerala” with a capital of Rs 11,000 and 7 employees. It became a Scheduled Commercial Bank in the year 1977. It has today attained national stature with 275 branches and 404 ATMs spread over the states of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh, Maharashtra, Gujarat, Delhi, West Bengal, Madhya Pradesh, Punjab, Uttar Pradesh, Rajastan, Chandigarh, Goa, and Hariyana. Current employee strength is around 4400

Brand vision and mission

“To become a strong and innovative bank with integrity and social responsibility and to maximize customer satisfaction and the satisfaction of its employees, shareholders and the community.”

Business Overview Dhanlaxmi Bank has reported a 11.8 per cent rise in net profit at Rs. 26.06 crore in the 12 months ended March 31, 2011, against Rs.23.30 crore, a growth of 11.8 per cent. Total income rose to Rs.1,053.19 crore from Rs.625.56 crore. The financial year 2011 was a year for consolidation for the Bank. On all parameters, including important ones such as business growth, net interest margin and NPA control, it was a good year. Net interest margin for the year was around 2.7 per cent. The bank’s loan-book witnessed a sharp growth largely on account of a greater thrust on the retail segment and diversification across regions, the release said. The bank’s total income increased from Rs 182.40 crore in the quarter ended March 31, 2010 to Rs. 342.2 crore, recording a growth of 87.6 per cent. Non-interest income rose from Rs. 31.9 crore to Rs. 46.1 crore as a result of a focused thrust on fee-based business. The bank’s business growth rates during the year far exceeded that of the banking industry.

Dhanlaxmi Bank

Brand Statement

young-at-heart bank

We are a with years of experience.

convenient,

address your We are needs and wants, and speak plain Indian.

interests.

We look after your We are not corporate, stuffy or impersonal.

warm and friendly but also professional.

Our tone of voice is

modern but not western. We are 82 years young. We are

Dhanlaxmi Bank

Brand Platform Brand Idea

Demystifying banking banking Positioning

Tomorrow’s bank, today Vision

To demonstrate ease of banking, and be valued for the growth we enable Value

• Responsible •

Progressive

• Customer First

Territory

Stability of a PSU, service of a private bank

Role

• We’ve listened and understood. • We bring an experienced and differentiated approach to banking

Tone of voice

Clear, Positive and Informative; a breath of fresh air

Audience wants

• Transparency and good ethics • Competitive products at the right price • Convenient and consistent service • Trusted brand name

Reason to believe

• Established bank since 1927 • Long-term relationships

Dhanlaxmi Bank

Colour palette Primary Colour Palette These colours are the primary group of colours from the brand colour palette. Both Purple and White are strong in their symbolism and meaning and are the true representatives of the Dhanlaxmi Bank brand. Cyan is used as a primary highlight.

Spot: Pantone 2622 C Process: C 57 M 98 Y 0 K 46 RGB: R 87 G 0 B 96

Secondary Colour Palette & Accents These colours are the secondary group of colours from the brand colour palette The Secondary colour palette can be extended in the future as per the requirements.

Spot: Pantone Hexachrome Cyan C Process: C 98 M 0 Y 0 K 0 RGB: R 0 G 182 B 245 Spot: Pantone White Process: C0M0Y0K0 RGB: R 255 G 255 B 255

Secondary Colour Palette & Accents

Spot: Pantone Cool Grey 4C Process: C 57 M 98 Y 0 K 24

Spot: Pantone Rhodamine Red C Process: C 3 M 89 Y 0 K 0

Spot: Pantone Red 032 C Process: C 18 M 0 Y 100 K 30

Spot: Pantone Process Black C Process: C 0 M 0 Y 0 K 100

Dhanlaxmi Bank

Brand Architecture The Brand architecture shows the system of information (Product & Services) hierarchy and distribution. The Brand mark is at the top of the hierarchy followed by the product/ service category and then the sub category. The system can sit along with the brand mark or by itself as per the application. The different categories are shown in their specific category colours.

Personal Banking

NRI

Mortgages & Loans

Savings Account

Deposit Account

Property Loan

Current Account

Investment

Personal Loan

Term Deposit

Other Remittance

Auto Loan Other Loans

Locker Facility

Private Banking

Corporate Banking

SME

To be discussed

CMS

To be discussed

Credit Crop Salary Account Forex & Trade

Micro & Agri

Dhan4U

Micro Credit Kissan Vihaan Agri Gold Loan Kissan Card

Dhanlaxmi Bank

Typography Typeface ITC Avant Garde is the primary typeface for all messages. Different weights can be used to highlight information. Generally body copy is in book,sub heads in demi & important information/ headlines in bold. Set copy in all upper case. Arial is the standard typeface for all digital use. ITC Avant Garde Gothic Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ITC Avant Garde Gothic Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ITC Avant Garde Gothic Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 07

Dhanlaxmi Bank

Typography-Application ITC Avant Garde is the primary typeface for all messages, using the different weights of the font to communicate in different tones as appropriate. The type could be used in a variety of ways to communicate the information and can act as a graphic element by itself.

Bold - e.g.: Brand Messages

Clean - e.g.: Information/ Legal

Systematic - e.g.: Product Information

Dhanlaxmi Bank

Tone of voice The tone is personal and human. The tone conveys a sense of being are approachable and friendly yet professional and to the point. The rone should talk to people like people because that’s what they are. The tone shouldn’t differentiate between consumers, business and suppliers. The bank understands that no one likes to be talked down to or patronized - so they don’t do it. Writing in the bank’s Tone Of Voice is like passing important information to a respected acquaintance. It is a conversation and is meant to strike dialogue. The tone Of Voice is not restricted to its visual representation. The written and spoken word should always reflect core values of the brand. Convey Enthusiasm - Keep it personal and friendly, but professional Keep It Light And Conversational - It should encourage interaction \Know What You Are Describing - Don’t fake it. And don’t go overboard Get To The Point Early - Do not beat about the bush. Do not ramble on Keep It Simple - We are a straightforward brand Stay Away From The Hard Sell

Positive Confident Open Engaging Personal

Tone of voice

Photography style Photography plays an important role by creating a human connection and give the brand a distinct look making it stand out of the clutter. The style should be ownable and must always be:

Active Welcoming Optimistic Pleasant Friendly Spontaneous

The Challenge The Solution

Developing an illustration style The Challenge

The challenge was to develop a visual device that conveyed the brand experience of Dhanlaxmi Bank. The extension of the visual language in a way, which provides flexibility for communication and is economical as against usage of photographs all the time.

The Solution

An illustration style can be developed keeping in mind the brand values and the brand tone of voice and voice of other visual devices. The illustration style should have the following features :

Flexible

To apply across collateral that due to size and format. Stock/ images does not always work in communication according to brand personality.

Ownable

The illustration style would be an ownable feature with Itâ&#x20AC;&#x2122;s unique style that would follow the values of the brand while distinctively communicating in the banking sector.

Illustration style

Mood Board

Illustration style

Mood Board

Illustration style

Principles

Simple Geometric Symmetrical

Illustration style

Colour Palette Colour usage will be limited to 5 basic colours which go alongside our brand and an additional colour for minimal usage. The monochrome colour palette is derived out of tints and shades of the brand colour. .The colours have been picked specifically to enhance the brand.

Ask us about our Mutual Funds Schemes

Returns in your favour each time

Ask us about our Insurance Plans

Insurance in the time of need

Ask us about our Secure Savings Account

Grow your money while you save

Ask us about our Mobile & Internet Banking

Banking anytime anywhere

Surprise your loved ones

Ask us about our Fixed Deposit Schemes

Get more for what you put in

Illustration style

Consistency in style

Returns in your favour each time

Get more for what you put in

Ask us about our Mutual Funds Schemes

Ask us about our Fixed Deposit Schemes

The window to your dream home

Let your money grow

Ask us about our Easy Home Loan Solutions

Ask us about our Fixed Deposit Schemes

Surprise your loved ones

Insurance in the time of need Ask us about our Insurance Plans

Illustration style

Consistency in style

Grow your money while you save

Banking anytime anywhere

Returns in your favour each time

Ask us about our Secure Savings Account

Ask us about our Mobile & Internet Banking

Ask us about our Mutual Funds Schemes

Surprise your loved ones Ask us about our

Tailored Business Solutions Ask us about our Current Account Solutions

Flexibility in usage

Background Colour Usage

The window to your dream home Ask us about our Easy Home Loan Solutions

Flexibility in usage

Background Colour Usage

The window to your dream home

Ask us about our Easy Home Loan Solutions

Flexibility in usage

Additional usage To Develop e-mailers for general announcements and rewards/excellence.

Explorations

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Flexibility in usage

Additional usage Final illustrations were then adapted to the e-mailer templates.

Award of excellence

Annoucement headline goes here

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www.dhanbank.com

Gold coin design and packaging

Clients brief The brief given was to develop a simple yet classy packaging for gold coin certi card of Dhanlaxmi bank. The coins were available in different denominations of 5 gms , 10 gms and 20 gms. The certicards were to be developed for different occasions and for gods and goddesses. The client was open on experimenting on certi card gold coin and the pouch in order to stand out in the market.

Features

• 4 carat pure gold. • Manufactured in Switzerland by PAMP refineries, one of the world’s premier gold refiners. • Competitive pricing. • Tamper proof packing.

Gold coin design and packaging

Explorations

When You

CARE

Give something

PRECIOUS

Something

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dha n

CARE

DHAN Dhan

dhan

DHA N

Dhan

dhan

Where quality is tradition Someone you since genrations

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Dh an

DHAN Dh an

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PRECIOUS for

DHAN

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Something rare for someone you care.

Gold coin design and packaging

Explorations

Where quality is tradition since genrations

Gold coin design and packaging

General gifting coin

Call our Customer Care no 1800 425 1747 / 080-67213000 or write to us at customercare@dhanbank.co.in for furthe details.

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Gold coin design and packaging

Festive based coins

Make a

golden start

this Akshay Tritiya.

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Gold coin design and packaging

Festive based coins

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Gold coin design and packaging

Festive based coins

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Gold coin design and packaging

Temple based coins

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For the Shining

Belief and trust Call our Customer Care no 1800 425 1747 / 080-67213000 or write to us at customercare@dhanbank.co.in for furthe details .

Call our Customer Care no 1800 425 1747 / 080-67213000 or write to us at customercare@dhanbank.co.in for furthe details .

Gold coin design and packaging

Dual coin certicard

Gold coin design and packaging

Final packaging and outer box

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When You

care

give something

precious.

Gold coin design and packaging

Final packaging and outer box

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When You

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give something

precious.

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Glow golden like the lights around you.

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For the

Glow golden like the lights

Shining

Belief and trust

around you.

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For the

Silver coin design and packaging

General gifting coins Lorem ipsum dolor sit t,conse ame

When You

care

give something

precious.

Call our Customer Care no 1800 425 1747 / 080-67213000 ri te to or usat wcus tome rcare@dhanbank.co.i n for fu rthe detail s.

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When You

care

give something

precious.

Call our Customer Care no 1800 425 1747 / 080-67213000 ri te to or usat wcus tome rcare@dhanbank.co.i n for fu rthe detail s.

Forex campaign

The Brief The brief was to develop a 360 degree campaign to launch and publicize the forex card.

Plan Of Action -Teaser -Hint -Reveal -Reinforce -Remind

Forex Card Convenience redefined with Forex Card! Dhanlaxmi Bank tries to create better banking experience. The bank’s Forex Card is a pre-paid traveler’s card that is designed to give a convenient, secure and hassle-free foreign travel experience. With this card, user can now shop at over 14 million VISA merchant outlets & withdraw foreign exchange from over a million Visa ATMs across the world, so that people do not have to search for Money Changers and banks anymore.

Features • Card available in Dollar, Euro and Pound currencies. • Accepted at over 14 Million Merchant outlets & over a million VISA ATM’s across the world. • Complete security through the Personal Identification Number (PIN) for ATM transactions. • Facility to reload additional foreign currency for future trips. • Refunds through the Bank’s branches & select agents. • Round the clock IVR access for balance inquiry, transaction details, for blocking of the card etc. • Dedicated personalized service through Phone Banking officers for any assistance. Currency

Travellers Cheque

Travel Card

No security against Signature based theft security

PIN for ATMs and signature for shopping

Limit of USD 3000 for any permitted purpose

Limit depends on permitted purpose as per RBI

Remote loading is not possible

Remote loading is possible

Forex campaign

Flow of the campaign

Where are you traveling next ?

Pick your next destination We have something exciting coming up to make your travel even more special.

California

Boston

Stay tuned.

Rom

www.dhanbank.com

Pack your bags

Convenience is on itâ&#x20AC;&#x2122;s way We know that packing is a process not all of us enjoy. Weâ&#x20AC;&#x2122;re bringing to you something that will make it all seem hassle free.

Stay tuned.

www.dhanbank.com

Forex campaign

Flow of the campaign

• Convenient and Secure. • Cards available in Dollar,Euro and Pound currencies. • Accepted at over 14 million merchant outlets and 1 million plus VISA ATM’s. xC Fore

ard

tro

nic

use

only

Call for action: 1800 425 1747 Elec

This is all the money you will need!

Dhanlaxmi Bank Forex Card

Inter

bit De nal natio

rd Ca

www.dhanbank.com

Forex campaign

Flow of the campaign

Forex campaign

Flow of the campaign

Forex campaign

Illustration explorations

Forex campaign

Adaptations The concept was further taken to web banners and atm screens.

Forex campaign

Adaptations Tent card explorations

De ight

$avour Travel light with Dhanlaxmi Forex card.

Travel light with Dhanlaxmi Forex card.

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

$avour

De ight Travel light with Dhanlaxmi Forex card.

Travel light with Dhanlaxmi Forex card.

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

Final set

$avour Travel light with Dhanlaxmi Forex card.

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

De ight Travel light with Dhanlaxmi Forex card.

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

Travel light with Dhanlaxmi Forex card.

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

Forex campaign

Adaptations Standee and dangler

Where are you traveling next? Step in to know more ...

California

Boston Rom e

Forex campaign

Adaptations Poster

Travel Light

Introducing our Forex Card • Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

*Terms & Conditions Apply

www.dhanbank.com

Forex campaign

Vendor in store wall graphics The stores who were selling DLB Forex cards gave the bank some space in their stores for advertisement. The challenge here was to design the wall graphics in such a way which can be extended on any size of wall. The options were made in two colours (white and purple) which would fit in any kind of store environment. The wall could have bold type which would further reinforce the product.

Where are you traveling next ? Ask us to know how you can Travel Light

Forex campaign

Give aways The concept of travel light was further taken into a metaphoric context .Where the giveaways/reminders were made out of paper, metaphorically conveying the message of â&#x20AC;&#x153;travel lightâ&#x20AC;?. This also served as an activation idea as it indulged the user directly withe brand and very politely conveyed the tag line of the product the bank is offering.

Gifting campaign

Gifting campaign- brief To get people excited and in the mood of gifting. To inform the customers about Dhanlaxmi gifting solutions. The Products

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About the product and features Gift Card

Gold Coins

Gold is often associated with Royalty and is considered an investment that has historically grown in value over the years. It has been a part of our tradition and is also one of the safe and secure options. Dhanlaxmi Bank introduced Dhan Gold Coin. Gifting just got simpler with Dhanlaxmi Bank Gift Card. We can Backed with 85 years of trust, Dhan Gold Coin carries an Assay now do away with the chore of selecting, searching or organizing certification that guarantees you 99.99% purity of gold. All you a perfect gift for our loved ones. Just pick a Gift Card with a denomination that you’d like to gift, and give them the freedom to have to do is walk in to our branch and walk out with a 24 carat buy what they want. This Gift Card can be used at over 4, 50,000 pure gold. VISA merchant outlets across the country. It is simple, convenient Features and most importantly thoughtful. •24 carat pure gold •Manufactured in Switzerland by PAMP refineries, one of the Features world’s premier gold refiners •Higher Acceptance - The Dhanlaxmi Bank Gift Card is a VISA •Attractive packaging to ensure gold gets the royal care it deserves signature based card with one of the widest acceptances across •Competitive pricing merchant outlets. The Card can be used at over 450,000 VISA •Tamper proof packing enabled merchant outlets across the country. •5gm and 10gm denominations available •Convenience - It works similar to a Debit Card for making purchases at merchant outlets, hotels, restaurants, shops, ticketing etc. •Denomination - An individual can load the card with any amount between Rs. 500 and Rs. 50,000, in multiples of Rs. 100. For Corporate, the max amount that can be gifted is Rs. 5,000 per card. •Balance Enquiry - The balance on the card at any DLB ATM. •Redeem unutilised balance - The unutilised balance on the card can be redeemed. 46 Trying to read someone’s mind while searching for the perfect gift is easier said than done.

Gifting campaign

Gifting campaign- Brief Why not Cash

Why not gift Vouchers

Why Dhanlaxmi Bank Gift card

Logistically difficult to manage and handle. Inconvenient to handle and manage the The disbursal may also be an issue. Not the inventory for gifting to multiple users. best way to gift in the modern era.

No reconciliation issues. The Bank can provide MIS of cards issues and the respective amounts loaded. It is completely hassle free.

Difficult to carry large amount of cash.

Widest acceptance at the Merchant outlets. Your Gift Card is accepted at over 450,000 Merchants. Higher flexibility in terms of choice.

Limited acceptance at the Merchants who issue & accept these vouchers.

Cash is an insecure way of gifting, may lead In case of loss, the voucher amount cannot Secure â&#x20AC;&#x201C; The card can be blocked if lost/ to loss of amount if stolen. be recovered easily. stolen. The amount on the Gift Card remains safe.

Big Idea The big idea is to make the presence of campaign felt at major touch points. Create something which is interactive and engaging.

Gifting campaign

Gifting campaign- Plan of action

Teaser Surprise Reveal Reinforce Remind

Gifting campaign

Gifting campaign- Touch point 1 Touch point Outside the branch

Objective To attract people inside the branch.

The concept What are you gifting this season? The copy creates the first interaction point with the user and makes him think about gifting.

You don't need an occassion to say that you care. Step in to know more...

Gifting campaign

Gifting campaign- Touch Points Touch point Waiting area

Objective To Surprise the customer

The concept Surprising the customer and making him/her feel special and important.

Gifting campaign

Gifting campaign- Touch Points Touch point

The concept

Waiting area

Wish & Win Hang what you wish to give your loved ones. Its nice to make someone feel special. People in the waiting area can pin up their gift giving/receiving experiences. They can also share their special moments and ideas about gift giving.

Objective To engage the customer

Wish & Win Hang what you wish to give your loved ones

Its nice to make someone feel special

Gifting campaign

Gifting campaign- Touch Points Touch point The desks

Objective To inform the customer

The concept Things such as tent cards and danglers and pluck cards serve as sources of product information. Along with these the deskâ&#x20AC;&#x2122;s can have small booklets which would carry information about these products.

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Gifting campaign

Poster with template adaptation

You don't need an occassion to say that you care.

Introducing our Gift Card • Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

www.dhanbank.com

Gifting campaign

Poster with template adaptation

• Convenient and Secure. • Cards available in Dollar, Euro and Pound currencies. • Accepted at over 14 million merchant outlets and I million plus VISA ATM’s.

www.dhanbank.com

Gifting campaign

Poster with template adaptation

DLB Diary

Brief and Plan of action The Brief was to design annual diary for the bankâ&#x20AC;&#x2122;s next financial year. The main challenge here was to convert the brand values into a tangible product. The client was open for using any kind of theme as long as it fit into the bankâ&#x20AC;&#x2122;s tone of voice and communicated the brand values.

Plan of action

Theme and concept Revisiting the brand values Image hunting Structure and layout

DLB Diary

Celebrating Purple The Route emphasizes on the colour purple and its usage in indian context. Since the brand colour is purple it was thought that it would be nice to tell the importance of colour purple through the seperators of diary. Cover Options

The cover options were made keeping in mind the simple and unique way of telling the story about purple. The cover was kept plain, neet and clean which conveyed a sense of bankâ&#x20AC;&#x2122;s tone of voice.

DLB Diary

Celebrating Indian Arts & Crafts This route talks about celebrating the rich Indian arts and crafts. It tells a story of Indian arts and crafts through its separators.

Things you want to do this

December

but also the leap into electronic typesetting, remaining essentially unchanged.

December Jutti /mojree

DLB Diary

Celebrating Indian Currency This route talks about the beautiful Indian currency notes and coins. The beautiful and intricate work on Indian coins which has developed to the simplicity throughout the years.

DLB Diary Structure exploration

Celebrate Indian Arts & Crafts The cover concept came along with the copy which said Discover heritage 2012 “As we progress into 2012 increasingly adopting and updating, we dedicate this year to our heritage. The arts and crafts borne out of our country is not just about creativity its about our values, tradition, kinship – it’s the core of who we are, the base on which together let’s build the future.”

DLB Diary Structure exploration

Celebrate Indian Arts and Crafts The month separators carry twelve different types of arts and crafts from different parts of the country. The photographs here were searched from image libraries in DLB tone of voice. licate a de he is e er mac ows th ir r shmir decora eal of a c in Ka z uced shm rii iri od r ar tistic Ka s int by a rt wa at at This a th Centryu prison art 15 t ars in e art in the spenye Th . o ia e wh ral As ss Pr inc nd in Cent a wa a wa Persi rsi rka of Pe per-r nd of Sama land Empe hal Em ughal in the by Mug M born ry.u nt edby ored favor fav th Ce highly th and 16 15 of s or

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DLB Diary Layout exploration

Celebrate Purple In this route different images were searched which tell the importance of colour Purple in the country. They were then related with different aspects using Dhanlaxmi Bankâ&#x20AC;&#x2122;s tone of voice.

January Dummy text of the printing and

January2012

Dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s,

typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only v e centuries, but also the leap into electronic.

January Dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s,

DLB Diary Layout exploration

Celebrate Purple

portrays qui ckly b roadening mindsets of a progressi ve nation.

2012

SKIL L thatrea so embedded in its re that cultuit forms an integ ral pa rt of our he ritage.

March

AMBITION RuralW omen in India ower emped with jobs

January

2012

depict the ever nfailing hope in the minds of every Indian .

2012

ROYALITY Dum my text of rthe inting p and typesetting industry. Lo rem Ipsum has been the stry's indu standa rd dummy text ever since the .1500s

April

HOPE

With col ourful late rns r bightening up homes

February

2012

DLB_Diary Pages_Celebrate Purple

DLB Diary Cover

Final concept

Option 1

Option 2

Cover

Celebrate Purple

urpleThe cover1 Option

Option 2 Celebrating the Year of Purple

Celebrating the Year of Purple Celebrating the Year of Purple

Celebrating the Year of Purple

Break Pages

The separators

Break Pages 2012

Ambition Rural Women in India empowered with jobs portrays quickly broadening mindsets of a progressive nation.

January January

2012

Hope With colourful laterns brightening up homes depict the never failing hope in the minds of every Indian.

FebruaryFebruary

ple

Skill

Hub of talent, India boasts of a

2012

in its culture that it forms an int

Skill

Hub of talent, India boasts of a

in its culture that it forms an int

2012

Royalty Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

April

Skill Hub of talent, India boasts of arts and crafts that are so embedded in its culture that it forms an integral part of our heritage.

March

2012

Bea

Lorem ipsum

in lacus nec

2012

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Knowledge Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

August

2012

July

February

2012

Pure

Lorem ipsum dolor sit amet, c

in lacus nec ante semper feu

Purple

May

April

Beauty Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce

Skill

Hub of talent, I

in its culture th

2012

in lacus nec ante semper feugiat a vitae enim.

February

Hope With colourful laterns brightening up homes depict the never failing hope in the minds of every Indian.

Strength Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

June

January

Ambition Rural Women in India empowered with jobs portrays quickly broadening mindsets of a progressive nation.

2012

in its culture that it forms an integral part of our heritage.

2012

Royalty Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

April

Skill Hub of talent, India boasts of arts and crafts that are so embedded

March

February

2012

April October

Festivity Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

2012

Knowledge Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

Hope Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

2012

Beauty Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

Pure Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

Strength Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

2012

Wisdom Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

2012

Festivity Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

November

August

2012

Pure Lorem ipsum

in lacus nec a

2012

Hope Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

December

Protection Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce in lacus nec ante semper feugiat a vitae enim.

May November July September

2012

October June December August

2012

012

October

2012

Option 1: Cover

Inner Side

DLB Diary FinalPages_Arts concept Diary DLB_Diary Pages_Arts & Craft & Craft Discover heritage

As we progress into 2012 increasingly

2012

adopting and updating, we dedicate this year to our heritage. The arts and

Option Celebrate Indian arts and2 crafts

crafts borne out of our country is not just about creativity its about our values, tradition, kinship – it’s the core of who we are, the base on which together let’s build the future.

er Cover

Cover

The cover Option 1: Cover

Inner Side

want to do this

ant to do this

uly

Option 2

Discover heritage

As we progress into 2012 increasingly Discover heritage

2012

As we progress into 2012 increasingly

2012

adopting and updating, we dedicate

Break Pages this year to our heritage. The arts and

this year to our heritage. The arts and

crafts borne out of our country is not

just about creativity its about our values,

tradition, kinship – it’s the core of who

we are, the base on which together let’s

build the future.

Discover heritage

2012

The separators

January ak Pages Break Pages

uary

Option 2

Things you want to do this

Being handed down from generation after

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem

generation thisone of the most delicate art

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forms of India is gifted by the mogul and is

dummy text ever since the 1500s, when an

testimony to the intermingling talent of

unknown printer took a galley of type and

persians and indians. Enviosioned and

scrambled it to make a type specimen

cherished in the valleys of Kashmir, made

book. It has survived not only five centuries,

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February

Lorem

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Ipsum

dumm

unkno

scram

through wasted paper the global tech

but also the leap into electronic typeset-

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revolution values little the son and father

ting, remaining essentially unchanged.

but a

ting, r

who huddle in small huts to preserve their

tradition – India’s talent of Papier mache.

Things you want to do this

January

Being handed down from generation after generation thisone of the most delicate art forms of India is gifted by the mogul and is testimony to the intermingling talent of persians and indians. Enviosioned and cherished in the valleys of Kashmir, made through wasted paper the global tech revolution values little the son and father

Things you want to do this

February

Things you want to do this

February

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

Things you want to do this

March

who huddle in small huts to preserve their

Things you want to do this

March

Things you want to do this

April

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard

dummy text ever since the 1500s, when a

unknown printer took a galley of type an scrambled it to make a type specimen

book. It has survived not only five centurie

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

tradition – India’s talent of Papier mache.

February

January

Embroidery

Papier mache & painting

January Papier mache & painting

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard

dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

Things you want to do this

March

February

January

February

Embroidery

Papier mache & painting

dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typeset-

ting, remaining essentially unchanged.

Things you want to do this

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book. It has survived not only five centuries,

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July

galley of type and

scrambled it to make a type specimen book. It has survived not only five centuries,

Things you want to do this

July

April

printing and typesetting industry. Lorem Ipsum has been the industry's standard

but also the leap into electronic typeset-

Things you want to do this

August

Things you want to do this

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

August

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem

Things you want to do this

industry. Lorem

Ipsum has been the industry's standard

dummy text ever book. It has survived not only five centuries,

since the 1500s, when an

but also the leap into electronic typesetting, remaining essentially unchanged.

Things you want to do this

September

ting, remaining essentially unchanged.

scrambled it to make a type specimen book. It has survived not only five centuries,

printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

Lorem Ipsum is simply dummy text of the Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

August

July

Puppetry

Kite making

scram

book.

but al

ting, r

Pottery

August

May

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July

but also the leap into electronic typesetting, remaining essentially unchanged.

September

Puppetry

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem

scrambled it to make a type specimen book. It has survived not only five centuries,

Things you want to do this

September

Basketry

Things you want to do this

June

but also the leap into electronic typesetting, remaining essentially unchanged.

August Puppetry

Kite making

Lorem Ipsum is simply dummy text of the

Things you want to do this

October

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

May

June

Miniature painting

September Basketry

printin

book. It has survived not only five centuries

dumm

April

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dummy text ever since the 1500s, when an unknown printer took a galley of type and

scrambled it to make a type specimen Ipsum but also the leap into electronic typeset-

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ting, remaining essentially unchanged.

July

Lorem Ipsum is simply dummy text of the

but also the leap into electronic typesetting, remaining essentially unchanged.

March

printing and typesetting industry. Lorem

Things you want to do this

October

Lorem Ipsum is simply dummy text of the

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

but also the leap into electronic typeset-

unknown printer took a galley of type and

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Mehndi

August

September

printing and typesetting dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen

March

Mehndi

tin

Lorem Ipsum is simply dummy text of the

Ipsum has been the industry's standard

March

Things you want to do this

Embroidery

Lorem Ipsum is simply dummy text of the

Carving

October 66 Block Painting

Things you want to do this

Lorem Ipsum is simply dummy text of the

January

Things you want to do this

February

but also the leap into electronic typesetting, remaining essentially unchanged.

revolution values little the son and father who huddle in small huts to preserve their tradition â&#x20AC;&#x201C; Indiaâ&#x20AC;&#x2122;s talent of Papier mache.

February

January

Embroidery

Papier mache & painting

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, Lorem Ipsum is simply dummy text of the but also the leap into electronic typesetprinting and typesetting industry. Lorem ting, remaining essentially unchanged. Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

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Things you want to do this

April August Things you want to do this

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

March

April

July

August

Pottery

Mehndi

Puppetry

Kite making

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting,Lorem remaining unchanged. Ipsumessentially is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

Things you want to do this

May

Things you want to do this

but also the leap into electronic typeset-

September

Ipsum is simply dummy text of the ting, Lorem remaining essentially unchanged. printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,

Things you want to do this

June October Things you want to do this

but also the leap into electronic typeset-

ting, remaining essentially unchanged.

May

June

September

October

Miniature painting

Carving

Block Painting

Basketry

Things you want to do this

November

but also the leap into electronic typeset-

book. It has survived not only five centuries,

ting, remaining essentially unchanged.

Things you want to do this

December

but also the leap into electronic typesetting, remaining essentially unchanged.

November Marble Art

December Jutti /mojree

DLB Diary

Cover options

DLB Diary

The Final diary The client finalized the theme of â&#x20AC;&#x153;Celebrating Purpleâ&#x20AC;? for their diary 2012. Which was built on the importance of the brand colour as a metaphor for the brand.

DLB Calendar

Adaptation of the concept The concept of celebrate purple was adapted to the annual calendar as well. This strategy further reinforces the brand colour. The size of the wall calendar was 11 X 17 inches tall . The calendar was divided among 6 sheets for 12 months so as to work out the economy on buying the stock images.