Design Portfolio
Pallavi Datta Bangalore/Calcutta India
Table of Contents Publication Design for Kids System Design and Branding for a Healthcare Space Rebranding a Global Conglomerate Branding a Fashion App Social Media and Print Campaigns
Illustrating & Writing for kids A series of books I wrote and illustrated for children aged above three on the theme of companionship. The inspiration for these came from the my visit to the small town of Bylakuppe, Karnataka, a Tibetan refugee settlement in South India.
I was really inspired by the Buddhist belief of compassion being the key to most grievances that we face in the world today. The first step towards compassion is to be aware of people around us and their feelings/emotions/thoughts which will help us empathise and place ourselves in others’ shoes. I thought of introducing the concept of compassion to kids as keeping their minds open to meeting new people and making friends. Immersion - Insight - Ideation - Iteration - Design outcome
Moodboard
Inital Sketches
Work im progress- I decided to go with a handrawn image and type approach which made the concept fun and relatable.
Final spreads
Final spreads
Final spreads
The process also included interaction with the kids before and after the books were brought to life. In the immersion part of it we did a 2 day workshop to get an idea of who we are designing for and a user testing with a couple of them to know how they react to the books. It was my favourite part of the whole project.
System Design and Branding for a Heathcare Space My diploma project which was a semi live project for Tata Elxsi, a corporate design house associated with the Tata Group conglomerate. We worked in a team of nine, where every person was engaged in bringing to life a different aspect of the hospital. The challenge and objective of the project was to change the existing negative perception of healthcare.
Key Insights/Research Questions after the Research & Immersion Period Can there be a brand developed in the healthcare space (a 10 to 20 bed primary or secondary unit) such that the customer does not make a choice based on the sector (government, private, ppp) but the values that the brand stands for? Can there be a brand developed such that it changes the customer’s perception of healthcare as a commodity that evokes anxiety and nervousness?
The aim of this project was to conceptualize and visualize a healthcare space where patients could keep coming back to familiar faces, systems and comfort of a space in a 10 to 20 bed hospital. A conscious effort was made to break away from the traditional motifs and symbols that healthcare is associated with and develop a visual language for this brand that is distinct in this rapidly growing realm.
We used service design tools to identify touch points and pain points in the healthcare system. With the help of tools like SWOT analysis, customer journey map and personas we were able to gain a better understanding of the system. The initial months included various site visits to city hospitals.
We proceeded to do a gap analysis and identify what kind of hospital we were branding. With a vision where the brand and brand message would be the key factor for patients we looked at branding an orthopaedic hospital with extensive physical rehabilitation services.
Deriving the name of the brand through its core values
EKSA An Acronym that stands for Empowering through Knowledge, Systems & Assistance. As a word it also means unique, different, like no other. VALUES Attentive | Relieving | Reassuring | Empowering VOICE & TONE Positive | Familiar | Guiding
Style references
Iterations in Watercolour
Final Logo
The final logo - The three circles stand for the three attributes knowledge, systems and assistance. Internally the stakeholders (doctor/ admin/ staff) will know the relevance behind the circles but for a patient/customer it represents something distinguished, calming and positive.
Colour Palette
5bc4be
89d0c8
Primary Typeface
f89d53
fab27b
8781bd
9994c8
Avenir Heavy ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefjhijklmnop qrstuvwxyz
c9e8e5
fdd09e
a59fce
1234567890
Using the symbols and colours from the logo to differentiate between departments and systems within the hospital.
Iterations for Signage
Rebranding a Global Conglomerate Aditya Birla Group, one of India’s leading conglomerates were in talks with the agency (Vyas Gianetti Creative) I have been working for, for a while to intiate a new brand appearence to indicate the progressive values and goals that the group was heading towards, while keeping the traditional values of the brand intact.
Iterations
The original logo ‘Aditya’ is a Sanskrit word that means sun. The name and the symbol of the sun was synonymous with the values and associations the group had stood for, for generations. Thus the brief was to revisit the sun with a different perspective and maybe add more layers to the more staunch and traditional motif the then current logo represented.
ADITYA BIRLA GROUP
Aditya Birla Group
They decided to go ahead with the form of the sun incooperated in the triangle. The triangle as a shape also depicts progression, moving forward and is a more contemporary shape than a semi circle. It represented the same values but in a more simplified, vibrant and sharper way. The logo went through several rounds of change, iterations before it was approved by the client.
Fleshing out the form/colours/texture
Final logo
Branding a Fashion App-Piqit Piqit, a closet manager app for mostly targeted at 18 to 30 year olds came to Vyas Gianneti Creative to figure out their branding and postioning. We looked at competitor brands, mostly e commerce and online fashion curation brands, and helped them carve out a differentiated niche in the sea of apps targeted at the same consumer segment.
Identifying the mood of the brand
Concept 1 Taking the ‘Q’ from Piqit to create a high fashion, contemporary look and feel.
PIQIT
PIQIT
PIQIT
Up your style quotient
PIQIT
Up your style quotient
Concept 2 As on one of the main features of the app was that of a wardrobe organizer we looked at the pattern play in a wardrobe as inspiration for the logo.
PIQIT
Final logo
The final logo was a team effort. The logo mark symbolized a variety of thoughts and concepts. It’s about finding what you love (the four hearts that form a cross-hair), avoiding a fashion emergency by reaching out to a reliable friend (the indicative cross) and finally dressing up and taking on the everyday (represented by the button).
Typography DTL Nobel is a geometric sans-serif typeface having a functional but warm touch to it. This particular font is custom tweaked so as to complement the logo’s visual style of combining straight forms with rounded edges, giving a friendlier feel to the font.
Primary Typeface- DTL NOBEL Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Custom Rounded Edges to complement visual style of the logo
Brand Colours The primary colour is used on most platforms to emphasise the brand and its voice and tone. The tertiary colours create a contrasting palette to add vibrance to the communication part of it.
Primary colour R239 G59 B65 #EE3A40
Secondary colours
Brand Colours R-88 G-89 B-91 #58595B
R-147 G-149 B-152 #939598
Grey (80%, 50%, 20%) should be used to support the primary colour whenever there is a need of another colour in the brand language for the app or communication. R-209 G-211 B-212 # D1D3D4
Tertiary colours
R- 246 G-205 B-40 #F7CD27
R-189 G-223 B-181 #BCDEB5
R-167 G-209 B-113 #A8D272
R-114 G-179 B-219 #71B2DB
R-92 G-134 B-192 #5D87C0
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Complementary pastel colours, to be used in communication, digital or print. Any other complementary shade can also be used provided the value of black is 0.
Imagery for the brandThe primary audience of the brand were 18 to 30 year olds. The image style we decided on was fun, casual, stylish. The photographic style would preferably be a city scape shot with lots of natural light, with the model exuding a particular body language instead of being stone cold/ expressionless.
Imagery The voice and tone of the brand is youthful, energetic, casual and encourages its consumers to develop their own sense of style. Thus, the imagery used has to be in sync with the mood of the brand. The images used should preferably be against a city setting, taken outside, in daylight.
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Website banners and phone mockups
Piqit
Communication-Iterations for the digital banners, we thought of copy and images that would be catchy for the target audience. They were imagined in the form of animated gifs.
OMG ! What do I wear for my school reunion?
OMG! What do I wear for my school reunion? #OldFlame #YourPersonalStylist
Social media and print campaigns During my years stint at Please See, Hot Cross Puns and Vyas Gianneti Creative I worked on a bunch of campaigns and creative assignments that helped me master the skill of thinking of one idea and expressing it in a series of similar visual styles that communicates the message.
A set of creatives I designed for the Please See, a creative agency I interned with, to hire new people. It was more of a campaign where we thought of having a common language so the creatives, even if put out at different times, would help people make a direct connection with the agency.
A campaign concept I worked on in Vyas Gianetti Creative. These were concept iterations for a real estate brand, to emphasize that they had delivered what they had promised, hence put the ‘real’ in real estate.
Find every day, a new favourite place in the sprawling landscape. COME, EXPERIENCE THE REAL IN REAL ESTATE.
T: 1800 3001 8003 E: enquiry@onebangalorewest.in W: www.onebangalorewest.in
Traffic free boulevards that inspire carefree childhoods. COME, EXPERIENCE THE REAL IN REAL ESTATE.
T: 1800 3001 8003 E: enquiry@onebangalorewest.in W: www.onebangalorewest.in
Outside, its 19°C with a light drizzle. Inside, your pool is an inviting 32 °C.
20,000 sq ft of onyx exquisitely detailed in your 50,000 sq ft clubhouse.
COME, EXPERIENCE THE REAL IN REAL ESTATE.
COME, EXPERIENCE THE REAL IN REAL ESTATE.
T: 1800 3001 8003 E: enquiry@onebangalorewest.in W: www.onebangalorewest.in
T: 1800 3001 8003 E: enquiry@onebangalorewest.in W: www.onebangalorewest.in
Thank You