CHROM. PORTFOLIO BOOK GRAPHICS
PRANSHRI GUPTA DEPARTMENT OF FASHION COMMUNICATION
NATIONAL INSTITUTE OF FASHION TECNOLOGY, 2016-2020
INSIDE. 01 CRAFT BRANDING 02 CAMPAIGN DESIGN 03 BRAND COMMUNICATION 04 CREATIVE DIRECTION 05 TYPEFACE DESIGN 06 DIARY DESIGN
CRAFT BRANDING. LAKHBENARAS. The purpose of this project was to design a brand identity for one of the oldest handicrafts in India- the wooden lacquer toys- made exclusively in Benaras, India. The project was completed under the Craft Cluster Initiative, Ministry of Textiles. This project was carried out with an objective to increase craft awareness, prevent marginalisation of lacquer toys and sensitize the customers towards the craft. The project was preceeded by an extensive study and research of the craft via on-ďŹ eld interaction with craft cluster artisans, government oďŹƒcials, tradesmen as well as the customers. The entire documentation can be found at https://issuu.com/niftme/docs/craft
THE PROCESS BREAKDOWN
01
02
03
A research study was done & documented for craft branding ideation (as a separate project, link on previous page). This was used to create a consumer proďŹ le.
A brand identity was formulated. Colors, font and mood were decided. This was used to create a logo as well as the rest of the corporate identity.
Packaging, promotions (outdoor as well as online), kiosk and a website for the purpose of online selling was designed for the craft brand.
logo
Logo b
Logo c
Logo d
The logo comprises two elements, the logo and the logo type. The symbol evokes nostalgia with its playful, toy-like depiction taking inspiration from a popular traditional motif of a horse, used in the toy craftware. The logo type used is Rockwell.
BRAND IDENTITY. brand physique Red and Mustard Trademark Usage of Indian Motifs Toys
C M Y K 04 96 96 00
C M Y K 18 47 100 0
C M Y K 75 68 67 90
C M Y K 00 00 00 00
Brand Personality Playful Nostalgic Traditional
Brand image Authentic Aordable Traditional
Brand culture Ethical Supportive of Artisans Cultural Appreciation
Color played a symbolic role in the identity of Lakh Benaras, having been used as part of the indian heritage through centuries. The solid colors evoke simplicity and nostalgia.
brochure
packaging
We designed the packaging as well! Packaging was designed as part of two commercial sized packets, a carry bag, gift boxes, stickers(as part of the incentives designed to be kept within the gift boxes, gift wrapping sheet, artisan tags, price tags, and gift tags.
promotion
WEB DESIGN. pURPOSE Create craft awareness Sell 100% genuine craftware Support artisans Promote the artisans
Website was designed for the brand, Lakhbenaras. This was done to promote authentic craft products among the customers by providing quality assurance, accessibilty and creating a sense of craft sensitization. Website also promotes individual artisans where customers via the artisan tags (showcased on the previous pages) attached to the craft product can trace and reach the artisan directly (via scannable codes on the tag itself)
two
CAMPAIGN DESIGN. BENETTON. The purpose of this academic project was to conceptualize a campaign for an established brand. The idea was to study the brand’s identity, presentation style, campaign design and create an Ad campaign with the same adopted visual language. The following work was created for the clothing brand, United Colors of Benetton. The campaign was designed for WE, Benetton’s in-house women empowerment program. The project includes research, idea conceptualization, art direction, photography, and graphic design.
two
THE PROCESS BREAKDOWN
01
02
03
The brand was chosen and research was done to identify the brand’s visual language. A reference board was created and keywords were framed.
A theme was chosen. Idea conceptualization was done and depicted via a mood board. Brainstorming and storyboarding was done separately for photography.
Content, copy and display style was chosen. Different visuals were created for the campaign for different visual channels.
The following set of images were collected as part of the mood board for the Ad story
Benetton Group S.P.A. is a global fashion brand, based in Treviso, Italy. UCB’s usp lies in its advertising style known for its shock value and creativity. Since the 1980s, Benetton has launched various shock-advertising campaigns that have been controversial and debatable. Benetton does not advertise its clothes directly but it ‘targets a lifestyle’. The main themes and
messages of these campaigns, are focused on controversial issues that concern socially conscious individuals. The ‘Women Empowerment Program’, by Benetton is a long-term Benetton Group sustainability program aimed at supporting the empowerment of women worldwide and to mobilise people to think, talk and act in ways that support the empowerment of women.
C M Y K 84 13 98 02
The suggested hypothetical campaign was created for WE. The campaign is titled, ‘I am’ and it propagates how women don‘t have to stick to society necessitated ‘fix-ups’ to cover their flaws in order to fit in the standards of beauty. The idea was to highlight the often faced hesitation that women themselves harbour when asked to step out without makeup or a0 bra.
BOLD MININAL REBELLIOUS SHOCK TOPICAL
#iam I am not a culprint, Of society or the unceasing Standards of beauty. I’m not a fashion victim. Not your exhibit A. I am a woman. Of many colors. Of many sizes. Beyond the scope of acceptable norms. I am, Because I can.
I am, because I can.
three
BRAND COMMUNICATION. SCHBANG. The following project was completed as part of my Graduation Project for the Mumbai-based ad agency, Schbang. As part of my role as a creative strategist and graphic design intern, I was responsible for ideation, copywriting and graphic design for varied activities for brand promotion. This included Brand merchandize design for Schbang’s to-be-launched in-house merchandize (coffee mugs and t-shirt). I also developed the content along with the visuals for the brand’s digital presence as a means for brand promotion.
three
THE PROCESS BREAKDOWN
01
02
03
Initial research was done to identify the Schbang’s visual language. A theme board was created and copy suggestions were drafted.
Conceptualizations were ideated and copy suggestions were drafted around these concepts before visualizing and storyboarding the designs.
Graphics, illustrations were designed and incorporated in mockups for ďŹ nal approvals.
colours
PRIMARY COLORS
R: 249 G: 215 B: 52
R: 00 G: 00 B: 00
R: 103 G: 89 B: 165
Cloclwise direction: Gradient wheel demonstrating tints used, the four palettes used in frames, and primary colors employed.
R: 231 G: 64 B: 52
R: 144 G: 206 B: 161
R: 100 G: 203 B: 229
#e74034 #f8d735 #00000 #6759a6 #64cbe5 #ffffff
Schhhbangggg
10% work 15% skill
75% concentrated power of caffeine
#f1e0b3 #e4d4a3 #00000
*
presents
*
presents
Coffee
Coffee
initiative
initiative
A Schbang * **
A Schbang * **
#e74034 #f8d735 #00000 #64cbe5 #ffffff
शबैग ं . लव्स. कॉफ़ी.
volume
Hey Google... What is Hot and Trending?
creativity
posters
I designed posters for a variety of purposes... Posters presented here were designed for workshops, events, social media and print design. Visuals were also designed for the brand’s instagram handle as part of brand promotion.
Illustrations and icons designed for Schbang
five
TYPEFACE DESIGN. PERSONAL PROJECT. Turnip, an original typeface was designed as part of a personal project. The humanist font is characterized with high contrast smooth strokes, curved edges, and a modern, geometric design. The font is best suited to be used as display typography for headings in greeting cards, magazines, posters, marriage invites, et al. The font is elegant in mood and can be described as ‘classic’ and ‘breezy’.
cap-height ascender
x-height
Base line
six
DIARY DESIGN. NIFT. This calendar diary was designed for NIFT's call for design submissions for their annual calendar diary print. For the design, it was required of us to ďŹ nd our inspiration from the Indian Art. We took our inspiration from the pre-historic indian cave paintings found across the country. From the deccans to the famed Ajanta caves, these manipulated graphic artworks shown here as part of the calendar design here ďŹ nd there sources from the iconic.
ABOUT ME. I am a Communication Designer. I enjoys creating/designing eective communication design across dierent visual and verbal channels. I have both talent and training to develop, write and design meaningful content. I am skilled in Fashion illustration, Graphic Design, Digital Marketing, Content Writing and UXR. I intend to continuously (and curiously) delve into projects that enable me to contribute to an ever-changing industry. Designing as a means for story-telling excites me and compels me to know more and more about my audience and the way they are consuming my content. Find the rest of my work at https://www.behance.net/pranshrigupta
Thanks for flipping through!