The Craft Museum of India

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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

My approach to the program

Evolution stages from semester one to semester three

My approach to AIP

Proposal and New Knowledge

The process - Definition, Divergence, Transformation, Convergence

Phase 1 - Definition

Phase 2 - Divergence

Phase 3 - Transformation

Phase 4 - Convergence

Future projections

Learning outcomes

Thankyou

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Branding Art & Culture ‣

Based on a research proposal

Area of specialisation

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

?

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

Visit to V&A, London Transport Museum

A shift from content led to experience led

A crafted experience at micro to macro level

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

Paralysed. Non active. Serious. Purposeful

Non inviting and Uninspiring

Governmental institution

Visited by the urban, english speaking audience

Lacks a clear vision

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?

Only young country in the ageing world High population. Fast paced. Highest economic growth More working hours, less time for leisure

The urban indian lifestyle

Levis, Benetton, Nike & Apple

Malls, Supermarkets, Restaurants, Coffee shops

One of the highest migration of human capital

Bollywood and Hollywood

Largest english speaking nation in the world

Globalising at par with any other country in the world

Plethora of choices

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Redefining the problem Design Brief

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Objective

Brief ‣

To redefine and develop a future

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

Urban english speaking audience

Indian craft and making them available and inspirational to the

International Audience

future generation ‣

the Craft Museum ‣

Target Audience

Empathise with the values and passion of the audience

Celebrative

To develop ‘celebrating culture’ as

Inventive

Living and Engaging

Dynamic

Contemporary

Authentic

an intrinsic value of need ‣

Promotion of Indian art and craft and hence building the brand India

Brand Values

Developing it as a centre of collective experiences

Tone of Voice

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Young and Confident

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


?

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

Have developed the sense to critically look at any existing work in brand communication

Initiate . Conceptualise . Conclude

Project management

Challenge to stop at a given stage in the creative process

Working against convention

Live network & Entrepreneur skills

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What Next? ‣

Placed as a graphic designer and brand manager at Eliza Tinsley

British Council - Connecting with culture

Collaboration with Craft Museum

A good MA is a start.. 56


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