Diploma Project Documentation by Rohit Biyani

DIPLOMA PROJECT DOCUMENTATION 2012 BY ROHIT BIYANI | SRISHTI SCHOOL OF ART, DESIGN & TECHNOLOGY

ÂŠ Rohit Biyani 2012, Srishti School of Art, Design & Technology Bangalore. Author and Design, Rohit Biyani. Printed at Kolor Kode, Bangalore.

CONTENTS 01 - INTRODUCTION

- About Mr Button

- Design Brief

02 - PROJECT PROCESS

- Timeline

- Research

- Design Principles

- Journal Concept

- Design Specification

- Final Journal

03 - ADDITIONS

- Look Book

- Pre Launch Video

- Web Creativities

- Gift Vouchers

04 - REFERENCE

05 - ACKNOWLEDGMENT

06 - PRE LAUNCH VIDEO CD

INTRODUCTION

ABOUT MR BUTTON Company: Khetan Apparels Pvt. Ltd.

Mr Button is committed to providing sharp and

City: Bangalore, India

tailored clothing that addresses all aspects of a

Founder: Deepak Khetan

manâ&#x20AC;&#x2122;s lifestyle and lets him feel confident and

Brand: Mr Button

smart in every moment of his day. With pains-

Vision: To aspire Indian men to look sharp

taking attention to detail, we design to enhance

and dress smart

and encourage their customersâ&#x20AC;&#x2122; self expression

Mission: Providing an ultimate platform that

through style

guides, inspires and provides them with the sartorial and effortless style. Target Group: 23-35 years men with average monthly income of Rs. 30,000/-

A man deserves to look sharp, everyday. WE ARE HERE TO MAKE IT HAPPEN

INTRODUCTION

DESIGN BRIEF Keeping the vision intact, the brand plans to

Final Deliverables

explore the digital, print and physical medium

1-Print

to attract and reach to a wide audience through

i: 1st edition - Print Magazine / Journal

various communication channels.

ii: Collection / Look Book

Hence, my role as a graphic designer included

2-Digital

defining and creating the design language for

i: Pre-Launch Video

the print journal which was as minimal and

ii: Creativities for web and social media

structured as the brand itself. Also to explore different marketing channels and come out with a medium which not only should attract, but communicate about the brand.

Marketing Channels

MR BUTTON

DIGITAL

PHYSICAL

Journal Stationery Catalog MarketingCollaterals

Pre Launch Video Kiosk Web creativities

Pop-Up Store Fashion Shows Events

TARGET AUDIENCE

PROJECT PROCESS

TIMELINE • Proposal • Marketing Ideas

JUL 2012

• Research and Analysis • Concept Development (Journal) • 1 Review, July 31

• Research and Analysis • Photo shoot

AUG 201 2

• Pre Launch Video • 2 Review, August 13 • Print Journal (Version 0.1) • 3 Review, August 27

• Concept Development (Look Book) • 4 Review, September 7

SEP

• Print Journal (Version 0.2)

201 2

• Reworked on Proposal • Web Creativities • 5 Review, September 17 • Print Journal (Version 0.3)

• 6 Review, October 1 • Reworked on Print Journal V0.3

OCT 201 2

• Finalizing Print Journal • Finalizing Look Book • 7 Review, 11 October • Presentation • Documentation

PROJECT PROCESS

RESEARCH It is said “You got to know where you come from to know where you are going” and hence it was important to find out the importance of print media before designing the journal. Print Media till date has not lost its charm and still makes a longer impact on the minds of the reader because its presence can be felt – It is there, it is true. It is one of the oldest medium and basic form of mass communication which is easily accessible. Keeping the importance of print media in mind, began the design research on journal.

Competitive Analysis

13.2 X 9.6 in

* Reviewed on a scale on 1 to 5, 5 being the best. Reviewed by 10 designer from different fields at Srishti School of Art, Design & Technology.

10.9 X 8.4 in

PROJECT PROCESS

Survey Analysis A survey was conducted to understand maga-

23%

zine readership in India.

Yes

40% Sometime

> 18 -

Years

18-22 -

In all 63% of people read menâ&#x20AC;&#x2122;s fashion magazine.

23-35 More than 50% of the youth follow Lifestyle,

36-40 -

Technology and Fashion Magazines.

41-50 50 < 0

More than 60% of the people buy magazines 5

glancing through the articles and photographs.

No. of People

Total No. of Respondents: 48 Male: 35 Female: 13 Majority of the people came under the category of 23 to 35 years of age group which is same as Mr Buttonâ&#x20AC;&#x2122;s target group.

51% 51% of people go through content page of the magazine. Name of the magazine is most important on the cover page followed by the photographs, article

57%

21%

title, description & page number. Article heading is the most important thing on

57% people like to purchase Magazines from store

the content page followed by the page number,

and only 22% buy through advance payment

article description and photographs.

More than 50% of people says magazine help them in purchasing of the brand merchandise.

Survey Link: https://docs.google.com/spreadsheet/viewform?formkey=dHpNSTNaV2dBeVdWVXJBeVRSWml1V3c6MQ

Personas

Name: Rahul Mehta

Name: Abhijeet Sharma

Name: Amit Singhania

Age: 25 years

Age: 29 years

Age: 34 years

Profession: Software Engineer

Profession: Investment Banker

Profession: Businessman

Stays in Bangalore.

Place: Mumbai.

Stays in New Delhi

Built: Average

Built: Slightly Over-weight.

Built: Round around the equator

Rahul is a new-comer to the city

Abhijeet is flustered by work

Amit Singhania runs a successful

of Bangalore, He works at Access

during the week and has personal

chemical’s business from New Del-

Point Software Technologies, in

time on rare Sundays. His person-

hi. He is friendly, warm and charm-

Electronic City, Bangalore.

al time is occupied mainly by his

ing and can make a vegetable

He feels out of place in his work

baby son who he adores and wants

salesman buy Sulphuric acid, how-

environment, mainly because of

to spend every minute of his free

ever his clothing doesn’t reflect

his clothing style. He feels that

time with. All of this is great for

the man within. It’s tedious and

t-shirts just don’t cut it in the

Abhijeet the dad, but what about

embarrassing for the self conscious

workspace, but has no idea how

Abhijeet the Working Professional.

Mr. Singhania to get his waist mea-

to give his wardrobe a make over.

His wardrobe is at an average, 5

sured by tailors for custom clothes.

years old, and as comfortable as

He wishes there was a way in

his favorite white shirt may be, the

which this could be done in private,

world sees him wearing a worn-out

but alas, he is always subject to the

faded shirt. Abhijeet realises this

tailor bringing out two measuring

but he just can’t afford to let his

tapes and joining them together.

“He feels out of place in his work environment, mainly because of his clothing style.” - Rahul

son out of his sight. He just doesn’t have the time.

“His personal time is occupied mainly by his baby son who he adores and wants to spend every minute of his free time with.” - Abhijeet

“It’s tedious and embarrassing for the self conscious Mr. Singhania to get his waist measured by tailors for custom clothes.” - Amit

Photoshoot - Behind the Scene

Photoshoot - Time Lapse

PROJECT PROCESS

Mood Board

DESIGN PRINCIPLES

PROJECT PROCESS

i: Break Rules ii: Create Interest iii: Typographic Title

PROJECT PROCESS

JOURNAL CONCEPT In order to specify the target market more precisely, the brand didnâ&#x20AC;&#x2122;t just need the digital media but a medium that would expand the area of its audience. Since the digital media would be accessible to anyone, the brand would go for a direct medium. The other channels that brand recognized were print and physical medium. As the brand is not just about providing clothing but also inspiring and guiding men to look sharp, it needed a strong communication on these media.

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