CHROM. GRADUATION PROJECT 2016-20
PRANSHRI GUPTA DEPARTMENT OF FASHION COMMUNICATION
NATIONAL INSTITUTE OF FASHION TECNOLOGY, RAE BARELI CAMPUS
Copyright @ PranshriGupta 2020 Department of Fashion Communication. Rae Bareli Campus. (Ministry of Textiles, Government of India) ITI Colony Area, Doorbhash Nagar, Raebareli, Uttar Pradesh 229010 Tel: +91-535-2702422/31 The document was originally submitted to the National Institute of Fashion Technology, Rae Bareli. The document is for academic purpose only. All rights reserved. No part of this document covered by the copyright here on may be produced or used in any means, either graphics, electronics or mechanical including photocopying, recording without the permission of the copyright owner and the National Institute of Fashion Technology. National Institute of Fashion Technology Doorbhash Nagar, ITI Colony, Rae Bareli Author of the publication: Pranshri Gupta Design and Layout by: Pranshri Gupta
GRADUATION PROJECT Pranshri Gupta Industry Sponser:
Completed under the guidance of: Industry Mentor: Ms. Neha Poojara Faculty Mentor: Mr A. Sonkar (A dissertation submitted in partial fulfillment of the requirements for the award of degree in the Bachelor of Design, Fashion Communication.) NATIONAL INSTITUTE OF FASHION TECNOLOGY RAE BARELI CAMPUS, 2020
INDUSTRY CERTIFICATE
MENTOR CERTIFICATE
This is to certify that Ms Pranshri Gupta pursuing the Bachelors of Design (2016-20) under the Department of Fashion Communication has been evaluated for her graduation project report. She has duly fulfilled all the requirements set by the institute and the evaluation jury. Her work has been found satisfactory.
Mr Akhilendra Pratap Sonkar Course Coordinator Department of Fashion Communication
Mr Akhilendra Pratap Sonkar Academic Mentor Department of Fashion Communication
JURY CERTIFICATE
This is to certify that Ms. Pranshri Gupta (BD/16/1493), from the batch of 2016-2020 and student of the Bachelor of Design program under the department of Fashion Communication at the National Institute of Fashion Technology has successfully completed her graduation project. The project, entitled ‘Chrom’ was completed under the guidance of her academic mentor, Mr A. P. Sonkar, and industry mentors Ms. N. Poojara and Mr. D. Doshi respectively.
The Evaluation Jury
Signature
DECLARATION
I, hereby, declare that this Graduation Project, comprising my industry experience and the project report submitted to the institute, is my original work. No part of this report has been copied or reproduced from any other sources or works by others. All materials taken from other published sources have been properly cited, referred to and acknowledged at subsequent places.
Pranshri Gupta Batch of 2016-20 Bachelor of Design Department of Fashion Communication National Institute of Fashion Technology Rae Bareli, U.P.
ACKNOWLEDGEMENT.
A Graduation Project is a major milestone for a beginner just stepping into the industry. Developing a professional, industry driven thought process and working style is an instrumental part of career growth. Spending these sixteen weeks, thus, was a major opportunity for me, both to carve a personal work style different from academia as well as to apply the many theoretical facets of the course through exciting practical ventures. Many people helped me to make this endeavour possible. My foremost thanks goes to both of my industry mentors, Ms Neha Poojara and Mr. Deep Doshi for their constant efforts to push me for improvement and teaching me how to present my ideas so that they look interactive and unique. I would also like to mention my colleagues at Schbang for their moral support during the times when the rejections were many and the workload was high. A special thanks to Schbang’s CEO, Mr Harshil Karia for giving me a chance to gain a quality experience and believing in me throughout. The final documentation of this project required a lot of guidance and assistance as well. My regards goes to my Professor and academic mentor, Mr. A. P. Sonkar for his valuable insights and suggestions at every step of the process. Last but not the least, I am thankful to receive the constant encouragement, support, and guidance from the entire teaching staff of the Department of Fashion Communication who helped me in my tireless pursuit for perfection.
INSIDE
01
PROJECT BRIEF
01
MODULE TWO
02 BRAND PROFILE
02
EXPERIENCES
03 MODULE ONE
03
CONCLUSION
Page 02
Chrom is color. Playful; multi-hued; optimistic and creative, Chrom defines everything that the following project stands for as well as the brand’s personality for which the tasks were undertaken. The name also makes an obvious reference to Schbang’s primary brand colour - chrome.
GRADUATION PROJECT BRIEF.
Title: Chrom Position: Creative Intern
Brief: Develop brand communication strategies, creatives as well as their copy for creating original content for the brand. Design the initial visuals, content, copy and the art direction for the brand’s induction/ client pitch video. Develop ideations as well as the final design for the brand’s to-be-launched in-house merchandize (coffee mugs and t-shirt). Brainstorm and develop the content along with the visuals for the brand’s digital presence as a means for brand promotion. Modules: As previously mentioned, my project included tasks pertaining to brand communication and promotion for which I undertook and sucessfully completed the following modules: Pitch Perfect Designing the brand’s voice for learning/ pitch (design research, animation, content writing, graphic design, videography) Module Merchandise Crafting from scratch a merchandize range for employees (creative strategizing, copywriting, graphic design) Duration: All the projects mentioned above were completed within a span of 16 weeks.
Graduation Project 2020 Schbang
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BRAND INTRODUCTION.
Schbang stands for: Solutions for Customer Experiences Across Holistic Media that creates a BANG!
Schbang Digital Solutions is a Mumbai-headquartered integrated solutions agency founded in 2015 by Harshil Karia, Sohil Karia & Akshay Gurnani. Started with an aim to integrate varied aspects of advertising and communication under one roof, the agency is known for making the best use of technology to be able to help brands converge all mediums. The company, thus, offers holistic solutions that include Digital Content, Search Engine Optimization, Technology, Design, Video Production, Photography, Media Planning & Buying, Activations & Events and, Influencer Management & PR. Schbang, originally spelled as, Shebang is a word created in the 17th Century and typically used as the phrase “the whole Shebang” which is a testament to the company’s offering. Schbang opened Its second office in Bangalore in 2018 and the company has plans to open it’s Delhi branch in the year 2020. Currently operating with a staff of over 300 employees, the acclaimed startup, in a little over four years, has amassed a client base of over 80 accounts and has received up to 28 awards in just a year.
Brand Philosophy, USP and Mission Schbang thrives on the relationships it has built in the past couple of years. Schbang’s idea of being different from the competition is quite simple: ensure that the clients business wins through the solutions the ad agency delivers. The agency’s philosophy is that it should help the client see completeness and help brands converge all mediums. Schbang’s guiding principles include: Client’s Business Wins, We Win Our Word is Our Bond Creativity is Sacred. Aesthetics are God Partnerships with Win-Win Attitudes Be Culturally Relevant, Always Build Local. Serve Global. Technology to Simplify Think, Plan then Execute Fearlessly
It has also been featured in LinkedIn’s list of Top Startups in India in 2018 and has won the Digital Agency of the Year Award at CMO Asia.
Graduation Project 2020 Schbang
What is the Organization Workflow? Solutions Department Team Client Handling and Creative Briefing to subsequent departments
Digital Content Creation & SEO + Technology & Design The two departments work together for strategy development for brands both retainer and campaign.
Video Production & Photography (As per the requirement) The department receives creative input and art directions from the teams above
Ecommerce Strategy & Execution
Media Planning and Buying
Organization Structure A company’s organizational structure defines the hierarchy in the organization. It identifies each job, its function, and where it reports to in the organization. Schbang’s organizational structure includes a variety of different departments divided into three major divisions- the Solutions team, Creatives, and Schbang Motion Pictures. Each member of the respective divisions is assigned his/her brand where he/she works alongside the members of other divisions who share the same brand. Thus, each brand (under the agency) functions as an independent unit with its own set of Solution members, Creative members as well as the members of Schbang Motion Pictures. The different departments, in general, are categorized based on the services they provide to the clients. Each department, apart from working as Schbang’s unit, can be hired by a client brand independently as well. The departments include: Integrated Marketing Solutions Integrated Marketing Solutions comprises Solutions Strategists, Creative Strategists and Designers who together provide clients with holistic solutions. Digital Content Creation and SEO Digital Content Creation and Search Engine Optimization team comprises content creators and marketing analysts.
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Video Production and Photography Also known as Schbang Motion Pictures, this is the in-house production hub that comprises photographers, videographers, producers, directors, editors and animators. Technology and Design Technology and Design team comprises UI/UX designers, coders, developers and web servicing specialists who strive to elevate customer experience. Influencer Relationship, Celebrity Management & PR Influencer Relationship Management & PR comprises of experts who build relationships. Media Planning and Buying Media Planning & Buying team comprises of analysts and buyers who plan and execute online and offline media strategies. Activation and Events The Activation and Events team is focused on creating memorable events from the initial conceptualization, to final production and management. E-commerce Strategy and Execution This team helps the clients reach the right channels, fulfillment partners and marketing models for their e-business.
Graduation Project 2020 Schbang
Major Clients In the past four years of its inception, the agency has seen several notable clients that it caters to both on a campaign and retainer basis. Around 80% of these clients are on a retainer basis. Some of its brands include brands like BBlunt, Good Knight, Godrej, Natures Basket, Nirav Modi, Asian Paints, Finolex Pipes, Lodha Group, JetPrivilege, RAW Pressery, Philips, Kaya Skin Clinic, Baskin Robbins, Tinder, Fevicol, MAC Cosmetics, Ashok Leyland, Mattel, and L'oreal Paris. The agency in total caters to up to 80 different clients spread across different fields.
Competitor Analysis While Schbang’s USP has been the uniqueness in its set of services, Schbang does have market competitors who, like the agency, offer client solutions that are more or less holistic i.e. multiple services under one roof. The names, in the global sphere, include Vertical Scope, HH Global, Valnet, and RPS Marketing.
Organization Structure
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Brand Portfolio Schbang has delivered a huge variety of ads in the past. The brand has continued its legacy thereon. In the last few years, Schbangers have done some exciting and award-winning digital work for brands like BBlunt, Good Knight, Godrej Natures Basket, Nirav Modi, Asian Paints, Finolex Pipes, Lodha Group, JetPrivilege, RAW Pressery, Philips, Kaya Skin Clinic, Baskin Robbins and many more brands. The brand is most noted for its quirky, on-point, and topical content marketing for which it caters to a variety of retainer brands. Apart from the commercial aspect of things, Schbang is also noted for its initiatives towards youth skill development and training. Schbang organizes, hosts, and sponsors workshops and training sessions for leaders in marketing by the leaders in the market. Schbang’s list of non-client side projects include collaborations with Humans of Bombay, independent photographers (to produce non-commercial works of art) and the Kindness Jam organized in collaboration with AIB.
Graduation Project 2020 Schbang
01
MODULE:
PITCH PERFECT CATEGORIES: Design Research, Animation, Content Writing, Graphic Design, Videography
INTRODUCTION.
Every brand has it’s unique personality. This is reflected in all spheres of a brand in making- from its work culture to its work portfolio. How do you showcase that personality to an outsider before he/ she could pass a judgement or draw an insight into the inner functionings of a brand? Brief To research and understand the brand personality, it’s vision, goals, and work ethics as well as study its working style to frame communication design suggestions for a video introduction of the brand Schbang. The video is to be designed for client pitching and employee induction. Guidelines and Deliverables
Title: Pitch Perfect Purpose: Designing the brand’s voice for learning/ pitch
The video should be designed in a manner that is well-researched, crisp, semi-formal (wrt the brand personality), and informational. It should be able to encapsulate all aspects of the brand: departments, work ethics, processes, personality as well as the brand’s portfolio. This is to be done by means of well-designed content, relevant slates/video frames, and animation that is minimal and to the point. Quirkiness and on-point humor are to be an important aspect of the video in terms of content, design as well as animation. The video should be structured in a manner so it serves as ‘an attractive and handy guide to everyone who’s new to Schbang’.
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AUDIENCE BREAKDOWN. AUDIENCE
IN-HOUSE
For Creative inducts to get an idea of the brand personality
PARTNERS
PROMOTION
For induction training of new employees
Create brand awareness across media, social events
For all non-commercial collaborating partners
Client pitching for Retainer basis
Create awareness amongst brands looking to collaborate
Freelancers looking to know about the agency
Brand Promotion during training/workshops
Graduation Project 2020 Schbang
Conceptualization
DESIGN DEVELOPMENT.
My objective was to direct and design an educational video that should resonate with the brand personality in terms of content, visual direction as well as the voice-over. Accordingly, the video direction was conceptualized to be informative, resourceful, and engaging, without sounding too ‘educational’. Instead, the focus was maintained on delivering information that is: - Factual and brief. - Unique. In terms of content design, it should employ a language that is inclusive of the industry lingo as well as Schbang’s own culture. - Crisp and uses humor, artworks, and bold visuals to connect with the audience. The visuals should be able to maintain prolonged audience attention (above the average attention span). - Created to use design to ‘break the monotonicity’ and information saturation at measured paces.
Research Methodology The use of industry jargon and facts were identified by studying Schbang's work culture and how the industry professionals related to it. A major part of this was realized by employing the methods of secondary research. This included going through Schbang's library of past works, and understanding the visual style in which the message was conveyed.
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The next step was to study Schbang’s online presence as well as the communication style employed for brand promotion. The third step was to amass knowledge on the varied departments, their notable works as well as their work processes. This called for the use of primary methods of research that required interactions with varied members of different departments and gaining insight on how campaigns work-from scratch to screens. This information proved to be essential in framing the script. A note was also made on the manner of their explanation, the usage of words, and the language of communication.
Youth Centric
Colorful
Energetic & Vibrant
Minimal
Brand Physique
Brand Culture Creative Flexibility
Crisp, tailored content
Brand Identity
Agency Life
Focal Points Youth Centric Integrated and Holistic Vibrant and energetic Culture Colorful Minimal Quirky Digital Crisp Content Use of Humor in narratives Creative Flexibility
Target Gp. 16 to 24 years
Target Gp. 25 to 32 years
Affinity towards popular culture
Relevant to topical scenarios
Digital Centric
Brand Image
Consultancy
Minimalistic Integrated & Holistic
Technology Focused
Use of tech knowledge in a creative/ innovative manner for ads to sell
Optimistic
Brand Personality
All service solutions under one roof
Quirky
Coloful Palettes
Frequent use of humor
Devising communication strategies via interactive experiences
Graduation Project 2020 Schbang
PLAN OF ACTION
01 PHASE ONE Inspiration, Visual Trend Study, Ideation, Theme Board, Content Writing
02 PHASE TWO Color Explorations, Usage of patterns, Typography Explorations, Iconography Explorations, Design stories/ Initial Ideation
03 PHASE THREE Design direction and storyboarding
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01 INSPIRATION.
Schbang’s Digital Presence Schbang’s digital pages are the most viable accounts to look for inspiration and understand the brand’s visual identity & communication style. For a thorough study of the same, Schbang’s online presence was navigated with the help of its website, educational database (wiki.schbang), Instagram, LinkedIn, Facebook handles as well as its marketing coverage on advertising platforms like Social Samosa and Mad Over Marketing. Bold colors, modern geometric typefaces, quirky mast copy with a central line of focus, and a crisp message were some of the concluding takeaways.
Graduation Project 2020 Schbang
Trend Study and Analysis A brief analysis of trends was conducted to gain inspiration on design ideas for the art direction. Major design trends between 2019 and 2021 were noted, studied, and in places, even applied. Web resources and design platforms like Google Design, Behance, Color Whistle, Creative Bloq, & blogs on Medium.org were referred to collect information around these trends 01 Graphical disruption Visuals with intense almost rebellious hues and juxtapositions, protest-like repetition of messages, and bold & dense use of black are getting popular
05 Motion Design & 2D Animations Animated content is making its way into a modern world. 2D can be used explanatory video for a campaign or product. Implemented correctly, motion design can make the campaign's message reach the audience faster and more correctly. 06 Bold Colours Strong colors were in trend for two years and will be again in 2020. Colors that are rich, bright and extremely vibrant can be primary or secondary hues. 07 Large uninterrupted colored space
04 Swiss design, dadaism, bauhaus The most important movements of the 20th century emphasize typography, sans serif fonts, geometric shapes, simple lines and colors.
04.
Large, uninterrupted color spaces will be very popular next year. They are paired with a bold typography and can be found in graphic design, product design and in UI. 05.
02 Simplified Illustration The lack of detail allow designers to focus less on the art & more on the message it conveys. Illustration styles in trend include flat , Isometric, 3D and bold-colored illustrations. 03 Patterns and Textures Combining several patterns in one design or sections of pattern covering the screen will be seen in 2020.
03.
03.
04.
06.
07.
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Design Ideation And Theme Board
Graduation Project 2020 Schbang
01 VIGNETTE
04 MINIMAL LAYOUTS
07 SOLID COLORS
02 POSTERIZATION
05 PATTERNS
08 ICONOGRAPHY
03 BOLD TYPOGRAPHY
06 HIGH-CONTRAST VISUALS
09 POP INFLUENCE
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Content Writing
CONTENT DEVELOPMENT.
Focal Points: Educational Promotes brand identity. Quirky and semi-formal In line with the brand personality.
Content for the project was designed and written over a period of two weeks and a half. This period required extensive research into the brand, the brand personality, as well as Schbang's past works. Tapping the Schbang voice and translating it into an educational video was the main aspect of this particular activity. This also required taking into note the accounts of employees on how they work and the successful campaigns they lead. For content and visual samples of each department, I coordinated with a member of that particular department to gain access to the many inputs, data, and interview schedules. The video also includes several case studies narrating the making of some of the best campaigns ever designed by Schbang. To keep the video interesting, and ‘quirky’, the design direction was conceptualized in a manner to include humor ridden GIFs, clever wordplay, and animations meant to create anticipation and break the overall monotonicity- ‘an educational video that doesn’t look too information-saturated.’
The Script We are Schbang! No, seriously. And we thrive on ideas. Many many ideas. But…... let’s back up a little. What is Schbang? Firstly it’s not Shabang, not Shabank, definitely not Shabnam, it is Schbang! Yep, that’s right! Now To start with, let’s make sure you know what Schbang is NOT: Schbang is NOT a Social Media Agency Or even a Digital Media Agency. Wondering what you’ve gotten yourself into? Schbang is an agency providing Integrated Marketing Solutions. But with a digital heart. Moving on. Digital is where our bossmen have been for years. We are talking about him, and him, (aa)and him. We offer clients holistic marketing solutions, which means Technology, Design, Creative, Media, Production, and much more all under one roof. Which, by the way, appropriately defines the term Schbang. The name Schbang comes from an old English phrase – the whole Shebang which is a testament to our wholeness or completeness of offering. So what is our offering? We offer Solutions for Customer Experiences across Holistic Media that creates a bang! Let’s do it right… BANG! Graduation Project 2020 Schbang
Coming to the part that everyone likes and looks forward to – our culture. We don’t just create a schbang- we ideate, create, craft, polish, play (aaa)and EXERCISE. Wait, what? Nevermind. Well, we do have an open culture, which means no d oors, no cabins. Just healthy camaraderie. Everyone, even an intern can communicate and ask questions without being intimidated. Schbangers enjoy creative flexibility, which basically means your creative thoughts are more(emphasis) than welcome. If you know how to convince your clients, and are passionate to get your idea through Schbang is the place to be. We inculcate a culture of learning and teaching to facilitate growth – which means you could be managing social media but also learn how to edit, you could be into production but can also learn more about SEO which is Search Engine Optimization. We are quick to adapt to the changing environment. You will find us always abreast of new developments. Whether it’s instagram’s latest features or new technologies for app development, we’re always on top of our game. All of that probably explains our Agency Culture of the year award at AgencyCon by Social Samosa! So are you sure you know what we offer?
We ask because we are just getting started. The services we offer are Integrated Marketing Solutions, Digital Content Creation & SEO, Video Production & Photography, Technology and Design, Influencer Relationship Management & PR, Media Planning and Buying, Activations and Events. And across these departments we have worked with over a hundred and fifty clients just in the past 5 years. Our work includes projects for some legacy brands like Finolex Pipes and Ashok Leyland, for whom we built an extensive digital presence. We ended up getting converted to become their mainline and creative agency. This was followed by some award winning work for Kaya, BBLUNT, Cipla, UNO, Ashok Leyland, GoodKnight, RAW Pressery, Hobby Ideas, and much more. We tried to keep an integrated marketing approach for most. To start with let’s have an overview of what we call our ‘Integrated Marketing Solutions’ team. The Solutions Team is broken up into three parts – The Solutions Servicing members, the designers and the creative members. Every brand we service has a given number of members servicing the account, designers and creative members. Together they create a Schbang! The Solutions team is managed and
headed by Akshay Gurnani who is our Co-Founder and CEO. This team is the center of the organization and all brands’ requirements are facilitated here. In short, the Solutions team coordinate with all other departments for their requirements. The requirement could be digital, print, on-ground, production, media or literally anything. There are two ways in which we work with brands – on retainer basis or campaign basis. As the names suggests – retainers are where we sign a contract with a brand to retain them for a year and provide solutions basis the decided scope of work. Campaigns are when we work with a brand for a specific time frame. 80% of the brands we work with are on retainer basis. To understand the work of the Solutions team better, Check out how we created an award winning campaign for Kaya. Another integrated campaign that generated sales in large numbers is Fevicryl Kala Stars for Hobby Ideas. Take a look. Our teams excel in the Moment Marketing and trend game. We create cool designs that get high engagement numbers and get featured across Advertising & Marketing Portals.
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Contd. Our Fevicol team is always at their best when it comes to Moment Marketing – from Game of Thrones, CID’s 10-year celebration, the 10 year challenge, to occasions like Diwali, Rakhi and Kite Flying. Basically we made ads that stuck! Sometimes our brands even go Bananas when Rahul Bose is asked to pay Rs.442 for a banana or when a Banana stuck with Duct Tape is considered art in some countries! YEAHHHH… that’s what we thought We’ve even had fun with Instagram as a platform with the different cool trending formats like 5 Steps, Who Is It or even #NewPassword which by the way was created by our very own designer Deep! Speaking of trends, we keep up with the different Social Trends – whether it is long posts, live photos, gifs and cinemagraphs or 3D posts. Instagram Stories have a larger reach and the platform now offers so many innovative ways for a brand to communicate. From the emoji slider, polls, quiz, questions and the most useful feature, the Swipe Up function. Now that’s fun isn’t it. Well, it’s fun when the engagement numbers are high.
And it’s ain’t just digital. Check out some of the in store, print and outdoor designs we did for some of our brands that have truly been appreciated. All of that sums up the Solutions team. In a nutshell this department provides end to end solutions for brands. Now let’s move on to the Media Planning & Buying team. What is Media Planning & Buying? The process of finding the right placements for the brand. And then purchasing ad placements and measuring success. This team plans and executes media strategies for brands across platforms, that is online and offline branding opportunities. Let’s take a look at the different platforms and some of our work. Content – this would include paid content on relevant portals such as scoop whoop, mad over marketing, buzzfeed, POPXO, etc Search Ads – the advertisements on web pages that show results from search engine queries Display advertising, on websites or apps or social media through banners or other ad formats. Google Display Network banners for instance Video advertising – from YouTube videos like bumpers, skipable, non-skipable ads, to Facebook or Instagram video promotions. Some times our team gets creative with some mobile innovations for example for RAW Pressery we did an m-canvas
ad, which was a bunch of fruits, that formed the RAW pressery bottle on shaking the phone. Email marketing is another paid form of advertising that our team facilities which allows brands to send out mailers to a specified selection of database. Another channel of advertising, depending on who the target audience is of course, is IVR which is Interactive Voice Response - an automated telephony system that interacts with callers, gathers information and routes calls to the appropriate recipients. Some other branding opportunities done by our media team are televisions spots that is ads on or during shows like KBC, or even different cricket series, In-song or Movie Associations for example Finolex Pipes has been one of the sponsors for Golmaal Returns and Dhamaal… where in the deal with fixed deliverables was executed by our team. That’s a lot isn’t it? Well, all of this has been executed by our media team and they are willing to help with any new branding and media possibilities that your brand is willing to explore!
Graduation Project 2020 Schbang
02 EXPLORATIONS.
Color Usage
PRIMARY COLORS
The brand colors of Schbang were chosen as the working color palette. These included both the primary colors as well as the secondary colors. The colors, being bold and high in chroma, go along with the brand’s inherent personality that is quirky, alive, uplifting, and fresh. The colours usage and combinations are such that the overall look is both neat, minimal but with a fun take. The palette for each of the frames, thus, was kept limited to not more than three colors. The colors have been used in high contrast, with a complementary palette, and in duotones.
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.
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Typography Montserrat is a geometric sans-serif typeface designed by Argentinian designer Julieta Ulanovsky. Montserrat is the brand’s official font. It is neat, crisp and a geometric typeface. It is a modern typeface designed to develop a lettering system for the urban spaces and enhanced clarity.
Typography Usage: Typography has been used as more than just a method of educating/ storytelling. Bold Typography was used as a visual design element and to enhance clarity and maintain readability. Font Selection was a necessary aspect in designing a fast-paced video that not only intended to entertain but also educate the audience. Typography usage was done with minimal background, preferably in block colors sans any other element. This was done to maintain consistency and amplify legibility.
MONTSERRAT. BOLD.
COLOURS 200 pt
150 pt
COLOURS 100 pt
COLOURS 50 pt
COLOURS
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789/?!@#$%^&()[]{}*+-,.<>
Graduation Project 2020 Schbang
Iconography Pieces of information, facts, as well as infographics, were presented and explained with the help of purposeful icons. This was done to maintain the aesthetics, retain the audienceâ&#x20AC;&#x2122;s attention, and improve information retention (from an educational point of view). To do so, high contrast black and white vector icons were used throughout the induction video as a key element for storytelling. These icons were designed to be minimal, with a thick outer stroke, either in black or yellow.
Iconography Usage: Non-geometric line art with purpose-specific placements define the design usage of the vectors employed. All designs have a consistent stroke width that were designed to have smooth corners and geometric lines. Presented next is a catalogue of vector icons used. .
Page 26 A catalogue of icons used in designing.
12
Graduation Project 2020 Schbang
Patterns Patterns are a part of the identity of Schbang. This include monotone repeated patterns, colorful memphis/ random geometric patterned graphics or simply high-contrast repeat motifs.
Pattern Usage Patterns are added in a way to communicate the brandâ&#x20AC;&#x2122;s identity, add the necessary fun element, or play with the background. the following patterns were employed in use whilst designing the slates.
01.
02.
03.
04
Design Stories and Visual Ideation The theme board ideation was followed by the development of design directions. The process included taking further inspiration from the resources around to craft a visual board that included references for deigning both 2D graphics and motion graphics.
All the patterns (1 to 5) exhibited are a part of the design explorations.
Further, this was followed by sketching and designing ideations for 3-4 slates to present as samples to my mentor for approval. Once approved and optimized the selected story was followed throughout the video.
05.
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Posterized Pixels Characterized by posterization, and maximalism, the pop art-centric design story was suggested to keep the art direction fun, quirky, and colorful. This story was created keeping in mind Schbangâ&#x20AC;&#x2122;s playful work culture that emphasizes creative flexibility and free expression. Inspiration from comic strips, comic typefaces, and pop illustrations was taken to design the sample slates. For the animation, a similar graphic style was utilized using green board animation presets to emphasize the content. Use of Patterns
Display types over iconography
Posterization in Visuals
Exaggerated Typography
Posterized Pixels
Multi-colored layouts in entire schbang palette
Use of highcontrast Colors
90â&#x20AC;&#x2122;s Pop Influence
Comic Art
Maximal Layouts
Top: Mood board for the suggested design story. Above: Brainstorming and ideation for the same. Left: Storyboard and ideation sketch.
Graduation Project 2020 Schbang
gradient/ dotted overlay
Sample Slate 01
fish bulge Animation: Appears (pop) text (swipe/typewritten)
Sample Slate 02
THE END
Brainstorming
Sample Slate 03
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Pop Minimalist Solid colors for backdrops and design elements encapsulated with the absence of futile illustrations and design elements form the key characteristics of this design story. The use of color is restricted so is the use of multiple typefaces. The layouts are to be kept minimal with mono-focus on a single element. The idea was to keep the direction formal but with a pop of color. This served both, the brandâ&#x20AC;&#x2122;s colorful persona as well as the purpose of the video which required a certain level of professionalism.
Bold humanisttypeface used as display text
Solid Colors with no patterns Geometric Typography
Minimal Layouts
Bicolored Layouts in Primary Colors
Pop Minimalist
Use of highcontrast Colors
Line Illustrations
Vignette Images in Black & White
Clean animations
simple swipe transitions
Iconography
Top: Mood board for the suggested design story. Above: Brainstorming and ideation for the same. Left: Storyboard and ideation sketch
Graduation Project 2020 Schbang
yellow strip Animation: Continous panning horizontal transition Sample Slate 01
BANG Animation: zoom in the text
Sample Slate 02
visuals/ video
strip change color
horizontal panning Brainstorming
Sample Slate 03
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Pop Minimalist 2.0 Solid colors for backdrops, minimal patterns, and a purposeful usage of iconography, both as a constituent as well as the substitute for infographics, form the design story's key characteristics. Bi-colored layouts define the visual frames along with factual captions in a bold, geometric typeface. Photographs in color with noise overlays can be used at places as part of the type-centric layouts.
Bold humanist typeface used as display text
Solid Colors
Geometric Typography
Minimal Layouts
Bicolored Layouts in Primary Colors
Pop Minimalist 2.0 Use of highcontrast Colors
Line Illustrations
Simple, clean visuals in color
Quirky Animations to break monotonicity
simple swipe transitions
Iconography Monotone Patterns
Top: Mood board for the suggested design story. Above: Brainstorming and ideation for the same. Left: Storyboard and ideation sketch
Graduation Project 2020 Schbang
Visuals/ clips
Blobs PNG vector Animation: organic motion
towards animation (color transition)
Sample Slate 01
bursting animation (masking)
2
bomb bursts
1
Sample Slate 02
visuals
Brainstorming
(zoom out to the blob)
(text appears, text transition)
Sample Slate 03
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03 STORYBOARDING AND DIRECTION. Design Direction Pop Minimalism was chosen as the design story for the induction video. The process proceeded with the design of the slates. Based on the selected design story as well as the inputs and discussions received from my mentors and co-workers, we reached a list of guidelines, for the art direction, that was to be included to maintain consistency and add a visual identity to the video. These collaborative points included: Use only colors 2, at most 3 colors per palette. Use of a consistent yellow strip as a design element to showcase visual movemet, correct pace & control transitions (horizontal). Top and above: Workboards for design direction. Software Credits @Milanote
Graduation Project 2020 Schbang
01 Use of a consistent yellow strip to guide visual movement, enhance attention to captions, and control pace through consistently times horizontal transitions.
02 Black and white visuals, solid white backdrops with minimal layouts and the use of â&#x20AC;&#x2DC;popâ&#x20AC;&#x2122; colors and variations.
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Storyboarding 01
Storyboarding 02
Graduation Project 2020 Schbang
Altercations and Redesigning
Slate 02
Slate 03
Slate 01
Slate 04
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03 Use of iconography to maintain the semi-formal tone and visualize ideas, from concepts to easier to understand vectors.
04 Use of 2D motion graphics to create infographic-like concept breakdowns and again, visualize the ideas better.
Graduation Project 2020 Schbang
Storyboarding 01
Storyboarding 03
Storyboarding 02
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Altercations and Redesigning
Below: Icons exploration
Slate 02
x Rounded Crevices
Slate 01
Base Line
x
Graduation Project 2020 Schbang
Below: Icons exploration
Slate 03
Slate 05
Rounded Crevices
x
Slate 04
x
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05 Use of creative collages to showcase work portfolio (interactive posts, GIFs, videos). Use of memphis as visual element.
06 Desaturated, underexposed visuals with text overlays.
Graduation Project 2020 Schbang
Storyboarding 01
Storyboarding 02
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Altercations and Redesigning
Slate 02
Slate 03
Slate 01
Slate 04
Graduation Project 2020 Schbang
Audio Sampling
Videography
Apart from the visual aspect of the project, I was also responsible for taking care of the audible aspect. This included deciding on a background score and recording a voice-over of the script.
Parts of the video required a focused approach to showcase the work ethics, development processes as well as the over all culture of a Schbang office. For this requirement, it was necessary to shoot parts of the clips in the office showcasing the office employees in a day to day setting.
Once the animation was done, it was required to find a music genre that matches both the pace as well as the vibe of the overall video. This was succeeded by sampling audio recordings from a couple of voice-over artistes and choosing the one that checked all the guidelines and could match the animation’s as well as the music’s pace. Voice Over These guidelines were established before a voice over artiste was decided for a final recording: Clear, crisp voice Upbeat, with high modulation. Low pitch preferred Can be male or female. Clear pronunciation in english. Background Music For the background music, two tracks were chosen- an upbeat intrumental, drum stomping, medium-paced score and a medium-paced, string musical with light male vocals.
Brief Office videos that are casual in nature, capture the ambience of the brand, and highlight the brand’s work culture. Context These clips showcases the different department teams of the agency involved in varied processes as per their role and designation. These included several clips filmed to showcase in detail the work/ work process of each department as well as include a coverage of Schbang’s newest office space (it was yet to be recorded). All clips were segregated, and edited on Premiere Pro before inserting in the video project.
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04 FINAL FRAME SET.
ARE
Slate Number: 01 Recorder VO (estm.): 1.5 secs
Slate Number: 02 Recorder VO (estm.): 1.5 secs
Slate Number: 03 Recorder VO (estm.): 02 secs
Slate Number: 04 Recorder VO (estm.): 1.5 secs
Final Compilation and Further... The final designed set of 48 slates is cataloged on the following page. All slates were designed in the standard 1080*1920 frame at 72ppi for the digital screen. All the slates were optimized, pitched, and approved during the development stages. The same process was followed for the animation direction of each of the given slate. In order to get an idea of the pacing as well as the length of animation per slate, we used an online tool (thevoicerealm.com) to estimate the VO time from the script's content. This technique was followed to correctly pace the video with the voice-over (VO), that was recorded later in the studio.
Slate Number: 05 Recorder VO (estm.): 1.5 secs
Slate Number: 06 Recorder VO (estm.): 1.5 secs
Graduation Project 2020 Schbang
Slate Number: 07 Recorder VO (estm.): 05 secs
Slate Number: 08 Recorder VO (estm.): 02 secs
Slate Number: 09 Recorder VO (estm.): 03 secs
Slate Number: 10 Recorder VO (estm.): 05 secs
Slate Number: 11 Recorder VO (estm.): 1.5 secs
Slate Number: 12 Recorder VO (estm.): 04 secs
Slate Number: 13 Recorder VO (estm.): 01 secs
Slate Number: 14 Recorder VO (estm.): 01 secs
Slate Number: 15 Recorder VO (estm.): 01 secs
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Slate Number: 16 Recorder VO (estm.): 05 secs
Slate Number: 17 Recorder VO (estm.): 1.5 secs
Slate Number: 18 Recorder VO (estm.): 1.5 secs
Slate Number: 19 Recorder VO (estm.): 1.5 secs
Slate Number: 20 Recorder VO (estm.): 02 secs
Slate Number: 21 Recorder VO (estm.): 10 secs
Slate Number: 22 Recorder VO (estm.): 02 secs
Slate Number: 23 Recorder VO (estm.): 08 secs
Slate Number: 24 Recorder VO (estm.): 03 secs
Graduation Project 2020 Schbang
Slate Number: 25 Recorder VO (estm.): 01 secs
Slate Number: 26 Recorder VO (estm.): 09 secs
Slate Number: 27 Recorder VO (estm.): 12 secs
Slate Number: 28 Recorder VO (estm.): 03 secs
Slate Number: 29 Recorder VO (estm.): 7 secs
Slate Number: 30 Recorder VO (estm.): 1.5 secs
Slate Number: 31 Recorder VO (estm.): 15 secs
Slate Number: 32 Recorder VO (estm.): 12 secs
Slate Number: 33 Recorder VO (estm.): As per case studies
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Slate Number: 34 Recorder VO (estm.): 1.5 secs
Slate Number:35 Recorder VO (estm.): 2 secs
Slate Number: 36 Recorder VO (estm.): 05 secs
Slate Number: 37 Recorder VO (estm.): 04 secs
Slate Number: 38 Recorder VO (estm.): 07 secs
Slate Number: 39 Recorder VO (estm.): 3 secs
Slate Number: 40 Recorder VO (estm.): 12 secs
Slate Number: 41 Recorder VO (estm.): 05 secs
Slate Number: 42 Recorder VO (estm.): 07 secs
Graduation Project 2020 Schbang
Slate Number: 43 Recorder VO (estm.): 08 secs
Slate Number: 44 Recorder VO (estm.): 12 secs
Slate Number: 45 Recorder VO (estm.): 06 secs
Slate Number: 46 Recorder VO (estm.): 10 secs
Slate Number: 47 Recorder VO (estm.): 04 secs
Slate Number: 48 Recorder VO (estm.): 04 secs
Slate Number: 49 Recorder VO (estm.): 04 secs
Slate Number: 50 Recorder VO (estm.): 02 secs
Slate Number: 51 Recorder VO (estm.): 02 secs
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Slate Number: 52 Recorder VO (estm.): 06 secs
Slate Number: 53 Recorder VO (estm.): 09 secs
Slate Number: 54 Recorder VO (estm.): 02 secs
Slate Number: 55 Recorder VO (estm.): 05 secs
Slate Number: 56 Recorder VO (estm.): 02 secs
Slate Number: 57 Recorder VO (estm.): 02 secs
Slate Number: 58 Recorder VO (estm.): 02 secs
Slate Number: 59 Recorder VO (estm.): 02 secs
Slate Number: 60 Recorder VO (estm.): 09 secs
Graduation Project 2020 Schbang
Good Content isnâ&#x20AC;&#x2122;t about good storytelling. Itâ&#x20AC;&#x2122;s about telling a true story well.
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02
MODULE:
MODULE MERCHANDIZE CATEGORIES: Merchandize Development, Solution Strategizing, Copywriting, Graphic Design
Graduation Project 2020 Schbang
INTRODUCTION.
Inhouse merchandise is more than just a brand representation. While it is a good example of brand promotion, the merchandise also establishes a sense of duty and belongingness among the employees of the brand. To achieve that, Schbang's line of merchandise should not only reflect the brand’s identity (via a hallmark logo) but also make creative use of the brand’s personality to craft something unique. Brief To study Schbang’s past range of in-house graphics, printables as well as brand promotion tactics and apply it to create a range of in-house merchandise for the employees. I was required to design and submit sample suggestions for any two merchandise ranges. For this requirement, I chose to design coffee mugs and t-shirts.
Title: Module Merchandize Purpose: Designing the brand’s inhouse range of merchandize- coffee mugs and t-shirts.
The designs must be creative, interactive, and may make use of humorous captions & creatives. Guidelines and Deliverables The merchandise range should be designed in a manner that is representative of Schbang’s culture- casual, quirky, and minimal. The creatives should make use of Schbang’s official color palette to maintain the brand identity. All the designs should have a universal nature so it can be used both inside and outside the office, regardless of employee designation. For the sake of sample review, it was required of me to develop my initial design suggestions(for each sample) in multiple color palettes. The approved samples would be chosen for print production from among the given design suggestions.
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This was followed by identifying the user’s needs as well as desires.
USER STUDY.
A competitive review of the brief requirement was done to recognize the relevance of the task assigned, gain knowledge on the domain and review the work of other brands.
Target User
The Process Flow Carrying out a user study was the first step for the task assigned. A simple user study, thus, was conducted across the office of 300+ employees to identify better the need, relevance as well as the user requirement for branded merchandise range. To do this, a target set of users was established before proceeding towards the goal. This was followed by an in-depth study and observation of Schbang’s customs, mannerisms, work culture, employee relations as well as reports on Schbang’s in-house events and employee benefits. This allowed me to frame a list of uncertified assumptions based on the data collected. Each of these assumptions was later cross-checked and verified(as of right or wrong) based upon the insights collected via live interviews with the employees.
This being an in-house merchandise, it was evident that the primary users were to be the Schbang employee. The employees’ age range is between 20 to 35 years with the average employee range being 26.
Proto Personas The following two insights sum up the point of view of the users in the office.
Exhibit A:
Alankrit is a 24 year old employee who works on client pitches and initial client handling. He often has to travel to client meetings representing the agency. Pain Points: Often confused over what to wear for client meetings. While it is expected of him to dress in formal clothes, Schbang itself depicts a more casual vibe that doesn’t go well with formal clothing. Doesn’t know how to promote the agency without sounding too ‘made-up’. He struggles to decide what to wear to work daily.
TARGET USER Between 20-35 years of age as per the employee age range in the office. Avg age: 26 years
ASSUMPTION FRAMING Range of uncertfied assumptions framed on the basis of study and observations.
USER INSIGHTS Drafting insights via employee interviews. Assumption verification.
USER NEEDS vs. DESIRES
COMPETITIVE REVIEW
Graduation Project 2020 Schbang
Exhibit B:
Lara is a 27 year old solutions strategist who helps clients design campaigns on media strategies for different brands under Schbang. She prefers her team brainstorming sessions over coffee. Pain Points Schbang Mugs in the pantry are limited because of 300+ employees in-house. As a result it has become a tradition at Schbang to bring and store oneâ&#x20AC;&#x2122;s own Mug in the mug cabinet. This however creates trouble for people like Lara who are new in the office and doesn't prefer the idea of travelling to office with a coffee mug everyday or leaving it in the office. Cups are often not available during peak hours due to the heavy demand.
to their non-availability during peak hours and the culture of bring-your-own-mug.
It, however, should be more than just for the brand promotion which, by its means, commercializes an employeeâ&#x20AC;&#x2122;s value to a billboard.
04 Tshirts are needed from representation for Schbangâ&#x20AC;&#x2122;s various in-house events like sports week, and employee contests.
A custom mug would reduce the line at the pantry for people waiting to get a mug of coffee. Good aesthetics can be employed & even personalization to improve employee satisfaction.
Valid.
Valid.
05 Personalized and interactive mugs, t-shirts can be an ice-breaker in the office.
Invalid.
06 Using a similar dress code can help dissolve the harsh employee distinctions between a junior and a senior and result in an open communication.
Invalid.
Assumptions and their Verification
07 Custom t-shirts can help cater to the trouble employees face while choosing a dress code for client meetings.
01 People need branded t-shirts owing to the ease it provides by reducing the morning struggle of choosing what to wear to work.
08 Custom merchandise will build and propagate the work culture better and help the new employees to adapt easily.
Valid.
Valid.
Valid.
02 People want interesting/ interactive designs on cups as it may become a conversation starter.
User Needs Vs. Desires
Invalid.
03 People need custom mugs owing
A custom t-shirt would reduce the struggle to dress while promoting communication among the employees, juniors and seniors alike.
I found that Schbang, currently, has a standard cotton custom t-shirt with an embossed and a black and yellow palette in the name of company merchandise. Schbang offices also have a set of 12 cups in the pantry, for employee use, with the logo printed on. The logo, however, lacks any design detail or good aesthetics.
Competitive Review A number of established brands like Google, Microsoft as well as startups like Zomato believe that businesses should have customised merchandise. This is necessary for three reasons: It represents the employees and separate them from the clients & the customers and creating a recall value. It establishes a sense of unity among the employees and promotes communication, good employee relations and overall productivity. It boosts interaction and looks good during brand events, & other activities.
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Conceptualization
DESIGN DEVELOPMENT.
With the existing merchandise range being both unsatisfactory and unfit for the use of brand presentation, I decided to conceptualize a set of fresh ideas that not only speak in the brand’s voice but also, are appreciated within the employee community. The user research lead to the conclusion that the design needs to be easy-to-connect, quirky, should have good aesthetics (for universality), and make use of an innovative concept to catch attention, promote and again, stand up to the agency’s standards of communication.
Key Insights Background study, observation, and user study have been the prime methods employed in the research methodology for the project. The conclusions drawn were: The merchandise can promote the work culture or indulge in ‘unbranded advertising’ so the brand reference is evident yet it doesn’t look obvious enough to call it ‘promotion’. This can be done for the sake of universality. Personalization can be used for department representation so that each employee appreciates team efforts, and identifies with the brand yet retain an identity as a contributing member of that particular department. Also, the use of vibrant colors and topical copywriting in design will better appease the young target group.
Graduation Project 2020 Schbang
Theme Board
01 VIGNETTE
03 PATTERNS
05 SOLID COLORS
02 BOLD TYPOGRAPHY
04 POP INFLUENCE
06 ICONOGRAPHY
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Trend Study and Analysis In recent years, designed mugs have seen a greater growth than anticipated. With the millenial generation thronging the markets for a creative souvenir to flaunt and gift, it is evident there are many fresher trends coming through. 01 Material Specification On the basis of data collected from 2014 and future trends, True porcelain and Strengthened Glass has and will remain the most preferable material. 02 Simplified Illustration The lack of detail allows designers to focus less on the art more on message it conveys. Illustration styles in trend include flat illustrations, Isometric and illustrations in bold colors. 03 Quirky message A recent trend that has seen crowding the markets is of a series of mug designs featuring a central copy in an indianised, oft Devnagari lettering. These cups come in contrast palettes and usually sport the local lingo.
05 Geometric patterns Whether wrapped in soft organic forms or used like a mathematical sequence, patterns, grids and geometric shapes are in. Patterns are no more confined to the domain of graphic design but are increasingly used to divide and decorate illustration work.
01.
While working on the design developments, nearly all of the trends listed here were kept in mind as per the relevance and the affinity to the overall theme of Pop Minimalism. 02.
03.
04.
04 Illustrative lettering Hand-lettering, custom lettering or illustrative lettering is seen as a way to blend illustration with typography and is predicted as a major trend in illustration in the year 2020. 05.
Graduation Project 2020 Schbang
MUG DESIGN
01 PHASE ONE Inspiration, Initial Ideation
02 PHASE TWO Storyboarding, Exploration of Color, Typography, and the Final design Selected Samples and Mockups
01 INSPIRATION.
Design Style To understand the mug design preference of a target user between the age group of 20 to 35, I looked through multiple platforms for inspiration. These platforms included common e-commerce websites that are frequently visited by this age group- Bewakoof.com, Chumbak, Souled Store, Myntra, and Poster Gully among others- as well as offline stores of brands like Chumbak, Muji, and Miniso. Popular among the target group these stores provided insight on the color preferences, copy, and illustrations. Another source of inspiration had been Schbangâ&#x20AC;&#x2122;s past digital works and its casual work culture.
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volume
INITIAL IDEATIONS creativity
Graduation Project 2020 Schbang
02 SAMPLE DEVELOPMENT
For Schbangâ&#x20AC;&#x2122;s mug designing task, a series of nine samples were developed for the final selection. To do so, I took reference from the designed theme board. To develop each sample, the following process was followed. Firstly, storyboarding was done for each sample to come up with a rough visual idea of the design. Once approved, it was succeeded by brainstorming on the mast-copy (if a mast copy was required). The mast copy was curated to be quirky, clear, and something that could easily be incorporated as a part of the design. As a result, many design samples were created featuring a series of humorous copies, often with a double pun on agency life. The ideated design was digitally translated to Adobe Illustrator and a color palette was chosen for the design. For each design sample, numerous type explorations were done before finalizing on one. As required by the brief, each sample was reproduced in at least three recolor samples. Out of the nine samples produced, four were chosen to be later developed for print.
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SAMPLE ONE
Focal Points: Colorful and uses entire Schbang palette. Promotes brand identity. quirky message with a pop culture reference.
motif Outline stroke color fill
Graduation Project 2020 Schbang
Design Realisation
Variations
Variable A
LEFT OF MUG
RIGHT OF MUG
Schhhbangggg
LEFT OF MUG
Variable B
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes #e74034
Schhhbangggg
#f8d735 10% work 15% skill
#00000 #6759a6 #64cbe5 #ffffff
75% concentrated power of caffeine
#e74034
Schhhbangggg
#f8d735 10% work 15% skill
#000000 #6759a6 #ffffff
75% concentrated power of caffeine
#e74034
Schhhbangggg
#f8d735 #90cea1 10% work 15% skill
#6759a6 #64cbe5 #000000 #ffffff
75% concentrated power of caffeine
Graduation Project 2020 Schbang
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SAMPLE TWO
Focal Points: Vintage hoardings. Promotes brand identity. moody and subtle Creative copy
Æ&#x2018;
Coffee
logo
Coffee
Graduation Project 2020 Schbang
Design Realisation
Variations
Variable A
LEFT OF MUG
RIGHT OF MUG
Variable B
LEFT OF MUG
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes #f1e0b3 #e4d4a3 #00000
*
*
presents
presents
Coffee
Coffee
initiative
initiative
A Schbang
A Schbang
* **
* ** #64cbe5
Coffee A Schbang initiative
* **
Schhhbangggg
*
presents
#90cea1 10% work
*
#ffffff
presents
15% skill
Coffee A Schbang initiative
75% concentrated power of caffeine
* ** #d5ded8 #000000 #ffffff
*
presents
*
presents
Coffee
Coffee
initiative
initiative
A Schbang * **
A Schbang * **
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Variations
SAMPLE THREE
Variable A
LEFT OF MUG
RIGHT OF MUG
ING HO RV
T
SE
Variable B
si n c e 2 0 15
LEFT OF MUG
RIGHT OF MUG
Variable C
Graduation Project 2020 Schbang
Final Mockups
Recolors and Palettes
ING HO RV TOPICAL CONTENT
T
SE
#1e2757 #29246b #00000 #d0181f #a70e13 #ffffff
si n c e 2 0 15
#e4a924
TOPICAL CONTENT
T
SE
#f8d735
ING HO RV
#000000 #6759a6 #ffffff #64cbe5
si n c e 2 0 15
ING HO RV TOPICAL CONTENT
T
SE
#c5e0a1 #68be5d #f8dd57 #ecc51e #000000 #ffffff
si n c e 2 0 15
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Graduation Project 2020 Schbang
Variations
SAMPLE FOUR
Variable A
LEFT OF MUG
RIGHT OF MUG Variable B
LEFT OF MUG
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes
Schbang.Loves.Coffee.
#e74034
ʧʻʤʿʡʴʠ
#f8d735 #00000 #64cbe5 #ffffff
ʨʞʺɴʉ
ʨʞʺʉ ɴ ʤʧʿʪ ʇʻʝʮʲ
#e74034
volume
#f8d735 #00000 #64cbe5 #ffffff
creativity
ʨʞʺʉ ɴ ʤʧʿʪ ʇʻʝʮʲ
#e74034
volume
#f8d735 #00000 #6759a6 #ffffff
creativity
Graduation Project 2020 Schbang
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Variations
SAMPLE FIVE Bang On Marketing Holistic right?
Variable A
Bang On Marketing
S.C.H.B.A.N.G. Holistic right?
LEFT OF MUG
RIGHT OF MUG Variable B
Holistic, right?
Holistic right?
LEFT OF MUG
RIGHT OF MUG
Variable C
Graduation Project 2020 Schbang
Final Mockups
Recolors and Palettes #e74034 #f8d735 #00000 #64cbe5 #ffffff
Holistic right?
#e74034 #f8d735 #64cbe5 #ffffff
Holistic right?
#f8d735 #00000 #6759a6 #ffffff
Holistic right?
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Graduation Project 2020 Schbang
Variations
SAMPLE SIX Hey Google... What is Hot and Trending?
Variable A
Hey Google...
LEFT OF MUG
Where do you find bang-on marketing?
RIGHT OF MUG Variable B
Hey Google... What is Creative and Holistic?
LEFT OF MUG
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes
#f8d735 #00000 #ffffff
Hey Google... What is Hot and Trending?
#000000 #64cbe5 #ffffff
Hey Google... What is Hot and Trending?
#e74034 #00000 #ffffff
Hey Google... What is Creative and Holistic?
Graduation Project 2020 Schbang
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Variations
SAMPLE SEVEN
Variable A
LEFT OF MUG
RIGHT OF MUG Variable B
LEFT OF MUG
RIGHT OF MUG
Variable C
Graduation Project 2020 Schbang
Final Mockups
Recolors and Palettes
#f8d735 #00000 #ffffff
#000000 #64cbe5 #ffffff #e74034
#e74034 #00000 #ffffff #f8d735
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Graduation Project 2020 Schbang
Variations
SAMPLE EIGHT
Variable A
LEFT OF MUG
RIGHT OF MUG Variable B
LEFT OF MUG
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes
#e74034 #00000 #ffffff
#000000 #ffffff
#f8d735 #00000 #ffffff
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SAMPLE NINE
Focal Points: Colorful and uses entire Schbang palette. Promotes brand identity. quirky message with a pop culture reference.
logo
copy
Serving Hot Topical Serving Hot Topical
Serving Hot Topical
Graduation Project 2020 Schbang
Design Realisation
Variations
Variable A
LEFT OF MUG
RIGHT OF MUG
Variable B
LEFT OF MUG
RIGHT OF MUG
Variable C
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Final Mockups
Recolors and Palettes #ffffff #00000
#6759a6 #ffffff
#e74034 #ffffff
Graduation Project 2020 Schbang
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Final Mockup A set of four samples were chosen for the final sample development in print. This was done after following an iterative process of edits and approvals. The chosen designs were re-designed multiple times to simplify the overall design, and thus, better represent the brand. Insight and suggestions were also taken from the senior team of designers employed for the merchandise design team as well as the company CEO, Harshil Karia.
Graduation Project 2020 Schbang
TSHIRT DESIGN
01 PHASE ONE Inspiration, Initial Ideation
02 PHASE TWO Storyboarding, Exploration of Color, Typography, and the Final design Sample Mockups
01 INSPIRATION.
Design Style T-shirt preferences of a target audience were noted with a brief analysis of market trends, topical ideas, and the dressing style. The idea was to keep the designs casual with an appeal that is more than just a brand representative. This would enable more and more employees to be comfortable wearing the tee-shirt beyond the office hours or treat it, unlike office merchandize. the design style hence remains pop minimal and a hint of the comic.
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02 SAMPLE DEVELOPMENT
T-shirts were designed for the brand Schbang as part of the merchandise development. Since the t-shirts were developed for the same audience as the mug and the target group was kept as a reference while designing. A total of four T-shirt sample styles were developed under which ten ideations were designed. Design conceptualization was done for each sample, followed by storyboarding as well as brainstorming on the mast-copy to be used as part of the design(if a mast copy was required). All the designs were derived from the common theme board and aimed to highlight the brand, invoke team spirit, and be an ultimate conversation starter among the employees. For each design sample, numerous type explorations were done before finalizing on one. The design samples are represented through a series of mockups.
Graduation Project 2020 Schbang
INITIAL IDEATIONS
Play it like its hot scan me
@spotifymusic
good vibes only
!!!
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Duo-toned quirky like Schbang.
SAMPLE ONE
Character personalizations for departments
Vinyl printed/ artist album
T-shirt Design
Inspiration from snapshot characters?
young crowd
Spotify codes for scannable songs Scanning process
Market feasibility
personalised designs for departments
Focal Points:
Scannable through pattern print-outs
Song sharing and saves
Personalized collections as per status
can in an in-house joke
Colorful Interactive Minimal and innovative use of humor
Bars for each song
Genre defining
what kind of songs would people be interested in?
Soft rock, EDM
Bollywood old, classics
personalised for the departments
targeting ad agency jargons
Bollywood Classics
relevant to brand persona
interaction brand promotion
posterization
Purpose
promote the culture
Music As a means of humor
via qiuirky graphics
relevant to purpose
Copy
design
comic typefaces
inspired from album art
album art spoofs
Graduation Project 2020 Schbang
Design Realisation
Variations
whaddaya say to competitor brands??
Variable A
Variable B
whaddaya say to competitor brands??
Variable C Front Facing
Back Facing
Variable E
Variable D
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Final Design Mockups
Conceptualization To turn brand promotion into interactive employee experiences, I thought of and implemented a creative concept that involved scannable Tshirts. Spotify personal playlists were created that poked fun at the common marketing jargon. Each of these quirky playlists had a unique Spotify barcode which was scannable and included as part of the T-shirt's print design with an equally quirky copy. The copy acts as a question to a scannable answer that can be found in the Spotify linked song. For example, scannable tees with copy ‘what does one competitor brand says to another’ upon scanning will open a link to the song, ‘aa dekhen zara kisme kitna hai dum’.
#00000 #515252 #fff09a #b9b6d8
#000000 #515252 #cae6cf #efa8a8
Bollywood’s old classics were employed as a major part of the song selection. This was done owing to the brand’s indo-western mindset, youth culture, for an easy-to-comprehend reference and mostly, to maintain the test of time. For design reference as well as code usage, Spotify’s brand guidelines were followed while designing the creative. Conforming with the legal requirements (for a royalty-free usage), no individual song or artiste’s code was used but instead, personal playlists’ codes were employed to use in the creative.
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SAMPLE TWO
yellow overlay
Duotone pattern
Focal Points: Comic Interactive Personalised for departments
@ Maze
entertainment, entertainment, entertainment
coffee cookie clock paper clips bulb (ideas) stucky notes diary pages
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Design Realisation
Front Facing
Edits and Variations
Variable A
Variable B
Variable C
Variable D
Back Facing
Variable E
Variable F
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Final Design Mockups
Conceptualization For a more personalized outreach, and a better sense of professional identity custom T-shirts were designed for each department. It is a well-formed culture at Schbang, that department teams sit together and bond better than the rest of the employees in general.
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The idea of designing T-shirts, hence, that depicted the department in a fun manner with light-hearted humor was thus to promote this bonding while making it easier to recognize the role of each employee in an office of three hundred (excluding the interns). These tees were designed as doodles depicting each of the departmentâ&#x20AC;&#x2122;s works and processes. The copy was chosen to be a mix of two dialects and that which is a quirky reference to a pre-existing dialogue or quote. A maximalist visual style brings the focus to the design as a whole rather than highlighting an element of it. Here, two department designs have been suggested for the Content and SEO and the Schbang Motion Pictures respectively.
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Edits and Variations
SAMPLE THREE
Variable A
Front Facing
Variable B
Back Facing
Variable C
Variable D
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Final Design Mockups
#00000 #90cea1 #f8d735 #e74034 #64cbe5
#00000 #90cea1 #f8d735 #e74034 #64cbe5
#00000 #90cea1 #f8d735 #e74034 #64cbe5
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COPY
SAMPLE FOUR
Pitch perfect Pitchinâ&#x20AC;&#x2122; Perfect traffic jam first impressions traffic alert
Focal Points: Colorful Interactive Minimal and Contextually relevant
Leads Stack of leads Lead you lead thee leading...
Graduation Project 2020 Schbang
Design Realisation
Front Facing
Edits and Variations
Variable A
Variable B
Variable C
Variable D
Variable E
Variable F
Back Facing
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Final Designs
Conceptualization To highlight the industry jargon, language, as well as the common usage of words in the industryâ&#x20AC;&#x2122;s context, a study was done and a set of samples were designed. With industry humor as the prime goal, a set of short copies were written around the simple line illustrations designed for the T-shirt.
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To make sure the copy remains the focal point, line art was employed as a single graphic element within the design frame. The copy here plays a major role in creating a humor-filled approach on day-to-day agency life. Simplicity was also retained to make it suitable for office wear as well as past the work hours.
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Make it simple, but significant.
Final Catalogue The following are a set of final sample designs made as part of the brand merchandize collection for Schbang. All designs have been approved and reviewed for print sample development. Insight and suggestions were also taken from the senior team of designers employed for the merchandise design team as well as the company CEO, Harshil Karia.
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LEARNING OUTCOME & OTHER WORKS
Schbang promoted learning, skill development and growth.
My professional responsibilities at Schbang extended beyond the previously discussed projects I worked upon during the interim of my association. Apart from design developments, I learned and implemented the facets of online marketing strategy building as well as art direction by volunteering to assist other professionals and participating in the brainstorming sessions of other brands. I was also fortunate enough to be a part of several skill-building and educational workshops that were held within the office premises as part of the brand’s initiative towards its employees’ professional development. As an intern for brand communication, my work required me to come up with unique ideations every week for the brand’s social media page, events, or print design. These ideations were based upon the week’s trending keywords (extracted via keyword research), topical ideas/ current news as well as the latest trends of the advertising, social media marketing, design, or fashion world. My role was to come up with unique and creative suggestions to make use of these trends concerning the brand to increase audience engagement. Selected ideations along with their corresponding copy were then developed into visual designs for the final usage. My other responsibilities included designing in-house emailers for different events or workshops, posters, as well as copywriting for other (retainer) brands like Zell education. Irrespective of COVID-19, working at Schbang was an insightful learning experience. The following pages showcase some of my other work apart from the graduation project.
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8:30
Schbang
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CONCLUSION
The industry project at Schbang Digital Solutions was a rewarding and gainful experience. The experience gave me a chance to explore myself across different spheres and find my area of interest. Thus, as a brand communication intern, I gained handy skills and developed insightful knowledge on client handling, time management, content management as well as marketing strategy designing apart from working on my assigned tasks. Consequently, the graduation project immensely contributed to my professional growth. At Schbang I got a chance to interact and learn from the best while building a strong professional network. I consider myself fortunate to have a chance to observe, learn, and understand the working of each department, the information flow, and be a part of the brainstorming sessions. On a more personal note, the industry internship helped evolve as a person and get a gist of the working environment of a corporate giant, the life of a working professional, and lastly to gain a deeper insight into my field of interest.
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All information gathered and presented here are original and genuine. However, as part of brand research, trend analysis, inspiration as well as the design developments, references were taken from the following sources listed below.
LIST OF REFERENCES
Official Website, https://www.schbang.com/ Design by Google, https://design.google/ The Schbang archives, www.wiki.schbang.com Creative Bloq, https://www.creativebloq.com/ Best of Behance, https://www.behance.net/ The Souled Store, https://www.thesouledstore.com/ Chumbak, https://www.chumbak.com/ Pinterest, https://in.pinterest.com/ Clients need customised technology, https://www.exchange4media.com/ Inkbot Design on Medium, https://medium.com/@inkbotdesign Graphics and Resiurces on Medium, https://medium.com/graphics-and-resources UX in Motion on Medium https://medium.com/ux-in-motion Crunchbase, https://www.crunchbase.com/organization/schbang Indiefolio, https://www.indiefolio.com/company/592fb3cd2b0b7/schbang Graphic trends for 2020, https://99designs.com/blog/trends/graphic-design-trends/ Schbang on Youtube, https://www.youtube.com/channel/UCYUF_b_ISfKkA0wHTvfQ OrQ
Graduation Project 2020 Schbang