Branding Craft Museum New Delhi India
from a collection to a collective experience
Rohit Banka Advanced Individual Practice Branding and Identity MA Visual Communication Birmingham City University 2009 - 2010
Content ‣
My area of interest
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My approach to the program
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Evolution stages from semester one to semester three
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My approach to AIP
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Proposal and New Knowledge
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The process - Definition, Divergence, Transformation, Convergence
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Phase 1 - Definition
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Phase 2 - Divergence
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Phase 3 - Transformation
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Phase 4 - Convergence
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Future projections
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Learning outcomes
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Thankyou
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Branding Art & Culture ‣
Based on a research proposal
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Area of specialisation
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Investigation . Research . Innovation
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Conceptual Research
Visual Research
Umbrella view about branding and identity Case study | Wolff Olins and Branding Tate Modern
Living Visual Identities | The changing roles of logo in brand expression Case study | New Museum, Aol. etc.
Live Network
Production Methods
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Amalgamation of Conceptual, Contextual and Visual Research Reference | Michael Wolff, The lovemark effect, Shashi Tharoor and Lisa Baxter. Complete design cycle
Advance Individual Practice A step further
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Phase 1
Phase 2
Phase 3
Phase 4
Definition
Divergence
Transformation
Convergence
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The Spark “The sense that in todays world it is not the side of the bigger army that wins, it is the country which tells a better story that prevails and India is and must remain the land of better stories.� - Shashi Tharoor -
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Research Question How cultural organisations in
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India can be revived into contemporary platforms of cultural dialogue between the local and the international audience using branding, identity and design as a tools?
Research Question
Field of Study
Focus and Context
How cultural organisations
To bring in new knowledge
To use ‘National Handicrafts
in India can be revived into contemporary platforms of cultural dialogue...
and strategies in the field...
and Handlooms Museum’ also called ‘Craft Museum’ in Delhi, India as a...
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Phase 2 Divergence Contextual | Conceptual | Audience | Visual Research | Re-definition
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Questioning from the basics ‣
Case study - TATE Modern
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Visit to V&A, London Transport Museum
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A shift from content led to experience led
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A crafted experience at micro to macro level
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Self Actualisation - Lisa Baxter
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The Current Craft Museum
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A repository of past which is nowhere more than a warehouse of Indian art and craft
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Paralysed. Non active. Serious. Purposeful
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Non inviting and Uninspiring
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Governmental institution
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Visited by the urban, english speaking audience
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Lacks a clear vision
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Poor Funding
Research Question How cultural organisations in India can be revived into contemporary platforms of cultural dialogue between the local and international Thethe 21st century India audience using branding, identity and design as a tools?
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Only young country in the ageing world High population. Fast paced. Highest economic growth More working hours, less time for leisure
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The urban indian lifestyle
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Levis, Benetton, Nike & Apple
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Malls, Supermarkets, Restaurants, Coffee shops
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One of the highest migration of human capital
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Bollywood and Hollywood
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Largest english speaking nation in the world
Globalising at par with any other country in the world
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Plethora of choices
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Redefining the problem Design Brief
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Objective
Brief ‣
To redefine and develop a future
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role of Craft Museum through a unique brand idea ‣
To develop a brand strategy and Identity for the revitalisation of
To develop a creative strategy and an economic model which helps craft museum in funding itself
Taking the history and tradition of
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Urban english speaking audience
Indian craft and making them available and inspirational to the
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International Audience
future generation ‣
the Craft Museum ‣
Target Audience
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Empathise with the values and passion of the audience
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Celebrative
To develop ‘celebrating culture’ as
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Inventive
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Living and Engaging
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Dynamic
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Contemporary
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Authentic
an intrinsic value of need ‣
Promotion of Indian art and craft and hence building the brand India
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Brand Values
Developing it as a centre of collective experiences
Tone of Voice
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Young and Confident
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Inviting/ welcoming
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Mela (An Indian Fair) A local visual metaphor depicting a typical celebration/ festive mood in India
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Inspired from devanagari Script/Lettering
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Model 1
Model 2
Model 3
Logo
Logo
Logo
colour
colour
colour
typeface
typeface
Shape
Visual style
Grids
Name
graphic motifs
Lines
Touch & Sound
Other devices
Illustration Typography
Visual identity elements Logo Colour Typography Grid/Layout Image style 5th Element
Environment
by Matthew Healey What is branding?
by Tony Spaeth
by Per Mollerup
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My own model
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If logos are defined as the identifiers for the organisation, can other visual identifiers replace logos as primary identifiers ? 45
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Future Projections What if brands could marry? An evolutionary approach to brand strategy
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Learning Outcomes ‣
Critically question, evaluate and solve a design problem or an issue
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Have developed the sense to critically look at any existing work in brand communication
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Initiate . Conceptualise . Conclude
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Project management
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Challenge to stop at a given stage in the creative process
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Working against convention
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Live network & Entrepreneur skills
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What Next? ‣
Placed as a graphic designer and brand manager at Eliza Tinsley
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British Council - Connecting with culture
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Collaboration with Craft Museum
A good MA is a start.. 56