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Rabia Gupta pg 10 Rahul Arora 02 Sanjyt Syngh 26 Rimi Nayak 34 Anoo Kulkarni 40 Yogesh Bhusare 48 Shonali Mahajan 54 Aditi Mukherjee 60
Hello! We are IndiDesign, a strategic design studio specializing in branding, business design, and digital strategies. We design brands, articulating their businesses, and positioning. Our talented team comprises cross-disciplinary professionals with global exposure and in-depth business understanding. Let's talk about you. Get in touch! connect@indidesign.in
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December 2020 | # 124
PreCovid picture at Panchgani, Maharashtra
'Clarity' is the purpose The purpose of design, or for that matter, anything, is to bring in clarity. The purpose of education, in general, is to give you enough information and tools to process that knowledge so you can make sense of this world and also make others understand it better. At the heart of every design project is a big question that needs clarity. Here's how you can get there: Spend time with stakeholders
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Start clueless! Don't wait for your research teams to get you answers - do your own recce. Meet your users, consumers, buyers, and spend time with the clients who have commissioned you the project. Just spend time feeling around the problem. Don't reach conclusions or think of solutions, and don't judge. Spend time. You will collect a mine of insights that will help later on. This first hand, hands-on time is the break you are looking for. Keep spending that time till you feel the problem, till you reach an understanding of issues. Metrics versus experience
Rabia Gupta pg 10 Rahul Arora 02 Sanjyt Syngh 26 Rimi Nayak 34 Anoo Kulkarni 40 Yogesh Bhusare 48 Shonali Mahajan 54 Aditi Mukherjee 60
Managers rush to solve business problems by using business metrics. It does seem straightforward but stay with the user. If solutions do not align with the experience or the user goals, they will not fulfill any metrics in the long term. User needs will naturally align with the business purpose. This fact is lost on fast track managers or business analysts. Do persist.
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Keep it a work in progress. Keep yourself open to changing or twisting your solution every time you talk about it. Talk often - just don't get stuck there. Get as much feedback as possible without justifying your earlier solution; you should be able to change its purpose instead. Your solution should grow after every interaction. Your 'Moment of Clarity' Keep listening, and keep connecting; keep getting feedback, and keep changing your solution. This is not an endless exercise, you will reach your 'Moment of Clarity', and then you will know. Once you are there, everything clicks like an intricate puzzle; till then, don't make compromises.
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ILLUSTRATION
Corona fight 2 DESIGNINDIA #124
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REUSABLE MENSTRUAL CUP
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SPATIAL Sanjyt Syngh at Eclectic Apartment
Sanjyt Syngh delights in creating functional spaces that are also a visual treat and spring surprises at every turn 26 DESIGNINDIA #124
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LIGHTING 'Willow' floor lamp – close up and joinery detail
After spending two decades working in various fields, Anoo Kulkarni decided to opt for making handcrafted lamps that would light up lives and homes
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VISUAL ART
For illustrator/designer, Yogesh Bhusare, doing work that involves a lot of travel is the ideal scenario
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INTERIOR
Left to right: Naga home 54 DESIGNINDIA #124
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Aditi Mukherjee of ‘Not Same, Equal’ talks about launching and accelerating during a worldwide pandemic and how she designed her sustainable fashion business to be transparent and circular Tell us about your long-term vision. Is it safe to say that Not Same, Equal is a step towards manifesting this vision? AM: The goal is to remain circular and generate as much value for as much of life, for as long as possible. Circularity is seen so clearly in the carbon cycle. Forged by aging stars, carbon, the fourth most abundant element available in the Universe, forms the building block of all life on Earth. It’s found stored in rocks, the ocean, the atmosphere, plants, soil, and deep underground, flowing between each reservoir via an exchange called the carbon cycle. With both slow and fast-paced components, the processes that remove carbon from one state add it back to another. Not Same, Equal is meant to be similarly life-affirming. It is a reminder that life’s worthiness is not about the shape or form of its expression - it’s its function itself. Not Same, Equal’s circular value chains are all about tangible design processes at a mundane level, and about living true to one’s power at a metaphysical level. Let's talk about your frameworks, references and process. What inspires you? AM: The Not Same, Equal operational strategy and framework builds on the Cradle-to60 DESIGNINDIA #124
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