GRAPHIC DESIGN AND BRANDING COMMUNICATION AT
Graduation Project Submitted By : Rohit Kumar
Fashion Communication (2015-2019) NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR
GRAPHIC DESIGN AND BRANDING COMMUNICATION AT
Graduation Project Submitted By : Rohit Kumar
Mentored by : Ms. Jalpa Vanikar
Fashion Communication (2015-2019) NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR
Graduation Project
Student Name
Company Name
Rohit Kumar Bachelor of Design (Fashion Communication) (2015-2019) AM.IT Designs By AMIT AGGARWAL F- 301 Lado Sarai, 2nd floor,, Near Portside Cafe, Chaudhary Prem Singh lane,, New Delhi, Delhi 110030.
Faculty Mentor
Ms. Jalpa Vanikar jalpa.vanikar@gmail.com
Industry Mentor
Snigdha Bhasin snigdhabhasin.aa@gmail.com
Submitted in partial fulfilment of the graduation requirement of Bachelor Of Design.
Copyright 2019 NIFT
INDUSTRY MENTOR CERTIFICATE
FACULTY MENTOR CERTIFICATE This is to certify , that Mr. Rohit Kumar (BD/15/2626) , Semester VIII student of fashion communication Department at National Institute Of Fashion Technology , Gandhinagar has been evaluated for his Graduation Project in Gradphics and Branding Communication at AM.IT Designs By AMIT AGGARWAL. Place : Date : Signature Of Faculty Mentor :
EXTERNAL JURY CERTIFICATE
This is to certify that Mr. Rohit Kumar of Fashion Communication Department at National Institute of Fashion Technology - Gandhinagar, has been evaluated for his or her Graduation Project report titled Branding communication & Graphic Design and have fulfilled the requirements set by the institute and the evaluation jury. The Evaluation Jury Name & Designation
Signature
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Center Coordinator Fashion Communication Department
DISCLAIMER
This work has not been copied from any other sources. Materials, wherever outsourced have been given credits. This document consists of authentic and original work. It is an outcome of the Graduation Project at AM.IT Designs By AMIT AGGARWAL. No portion of this has been copied from any other sources. It supports application for degree qualification to this institute and imbibes on National Institute of Fashion Technology’s learning. All the art works solely belongs to the author Ms. ROHIT KUMAR and the company AMIT AGGARWAL Name of the student - Rohit Kumar Signature
ACKNOWLEDGEMENT I would like to thank Mr. Amit Aggarwal , Creative Director, AM.IT Designs, for giving me the wonderful opportunity to intern here, and I am very grateful to him for guidance and support in aiding my learning. I would also like to thank my mentor Ms. Jalpa Vanikar, for guiding me through the internship and giving relevant feedback throughout the internship and documentation.
TA B L E O F C O N T E N T Introduction to The Brand The Begining Amit Aggarwal Couture Infrastructure Organizational Structure Information Flow With Organization Development Of Design Finance and Account Department
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Projects
Creative collage The Silver Petal The Golden Ruffel the Electric Chaos Collage for Saree collection
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Branding Communication Visiting Cards Gift Cards and Handwitten Notes Chanderi Bag Brading Sticker , Ribbon and Logo Tape Packaging Look Book For MILAN Collection
Digital Illustration Ivory cape Illustration Illustration for Deepika Design Piece Illustration for Alia Design piece Celebrity Pieces Illustration
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Lakme Presentation Breakdown of Lehenga Moods boards
Film Making
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Client video Farewell video for Old store Timelapse for New store
The Experience References
Designing a mannequin for New store
INTRODUCTION Amit Aggarwal, the Delhi-based designer, is known for his sculptural shapes and ingenious application of industrial materials. Using hand techniques, his line features pieces that represent the metamorphosis of raw influences, both fantastical and mundane. His couture label’s mainstay identity lies in the fashion fantasy of architecture and structure. With the brand focused on sustainable development, Amit has been also been successful in showcasing repurposed patola saris and vintage Benarasi weaves on the ramp. And now, the designer is all set to make his debut at India Couture Week 2018. The designer has focussed on engineering modern and innovative silhouettes inspired by nature’s forms and are blended with India’s rich textile heritage.The results is a modern and eclectic aesthetic with is surprisingly timeless in appeal. All these experiences culminated into the creation of his eponymous label, Amit Aggarwal in 2012. As of 2019,Its a strong workforce of 125 people that form the strength of the company. The sales growth have seen an increase of 600% since its inception. Industrial and recycled materials are the basis of clothing. The core of label lies in moulding and freezing amorphous forms into structures. With a collective consciousness about the environment,its a brand that is committed to sustainability. Amit Aggarwal collections are available at our Flagship store at The Kila, Mehrauli in New Delhi, Ensemble in Mumbai and other luxury retail stores nationwide. Internationally our presence is in France, Middle East, UK and USA in the global market.
THE BEGINNING His ideas about form and structure took shape by observing his father working on his engineering projects. He was intrigued by the aesthetics of his complex mathematical blueprints and he would make similar drawings with coloured chalk on the walls of my house. It was something he enjoyed more than anything else as a kid and what stayed with him from those times is an understanding of how simple units come together to make a whole. He applied to the National Institute of Fashion Technology (NIFT), Delhi, in 1999 on the guidance of a cousin who was pursuing fashion design and had noticed his drawings. Learning about fashion at NIFT was new and exciting; he experimented with drapes, developed patterns and naturally and felt inclined to creating imagery that had a definite shape and form. He participated in many student competitions and got the chance to travel to Japan, London and Italy, which gave him a taste of what fashion was like in those countries. He met and interacted with design students from around the world, and involved himself in discussions with fashion experts and other people from the industry who were there to guide us. He apprenticed with two Russian couturiers, Seredin and Vasiliev for six months after his graduation in 2002, as a design assistant and pattern cutter for Paris Couture Week Spring Summer 2003. He was involved in the collection’s development, sourcing of materials and refining their larger design language. He also worked with Tarun Tahiliani, once he returned to India, as an assistant designer for his ready-to-wear collections. He got a call from his design team and accepted on impulse. Back in the day, only the finest students got to be a part of his team and though the aesthetic at his studio was very different from his graduation collection, in retrospect, it was one of the best gambles he took in his career. Tarun Tahiliani is a fashion house in the true sense – it exposed him to aspects of the industry that turn clothing into fashion and ultimately into a dream. He began to understand the business of clothing better – meeting real clients, store owners, show producers and media influencers. It was through working with him that he truly realised the idea of craftsmanship and the power of fashion.
AMIT
AGGARWAL COUTURE
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AA WOMANN “Couture for me is a feeling. When you wear an outfit that you feel is tailor-made specially for you, embodying your spirit and aesthetic, that’s what I would consider couture.” - Amit Aggarwal The brand has an established tradition of creating designs inspired by natural forms, articulating them through unique silhouettes. The brand believe in making clothing that is sculpted to enhance the elegant form of a body. Each ensemble is an amalgamation of femininity and structural movement.
His light-weight clothing with voluminous shapes and surface details is made with experimental textiles and techniques. Both traditional and modern craftsmanship, using recycled materials allows the wearer to effortlessly carry the grandeur of the garment. When designing, it all about visualise the new age woman. She is strong, independent and bold in her choices.Vision of the brand is met through innovative patterns combined with intricate fabrications. Together they create a new and inimitable couture language for the modern Indian woman.
INFRASTRUCTURE
All handcrafted products are made at the design studio whereas for mass production of machine stitch work and embroidery, both machines and artisans are out sourced . Amit Aggarwal studio is a lagre organisation with more than 350 workers. Its also stepping into online store and buyers are recommended to buy products online and hence the infrastructure is also large. It is a single building in a 300sq meter area, ground floor is store room, machine unit . First floor is belong to some other company and second floor is machine sampling unit , production unit, accountant office and third floor is Amit’s office , AA studio , machine unit. It is constructed in such a manner that sufficient sunlight comes into the rooms to have a good and healthy working environment.
O R G A N I Z AT I O N A L S T R U C T U R E
AMIT AGGARWAL (Creative Director)
DP AGGARWAL (Director)
NEHA BHUSHAN (Marketing Head)
RINKAL SHARMA (Head designer)
SABIRUN ABHAY SINGH (Accounts Manager)
INTERNS MASTERJI (Machine unit head)
SNIGDHA BHASIN (Marketing Head) SALIM ANSARI (Production manager)
PRAGATI (Head Designer)
INTERNS SANJULA (Content creator)
INTERNS
MASTERJI (Production unit head) PINTU DAS (Fabric Sourcing)
SAAKSHI SHARMA (Retail Merchandiser)
NEELAM GUPTA (PR Manager) POOJA ARTISANS (More than 350)
DEVLOPMENT OF DESIGNS
STEP 1: DESIGNING Designing of new products are done by Design team and Amit himself. Continuously researching about the inspirations and designs with market research to understand costumer demands helps her to design the right products demanded by the market. Travelling in different parts of the world also helps him get fresh ideas and inspirations. Based on these sources of inspiration, designs are made. Sometimes detailed sketches are made first and then the samples; sometimes mere samples are made. After making the samples, testing is done by Amit .He uses the product samples to understand whether it is user friendly and to check if there are any flaws in the design including the costings.
STEP 3: SAMPLING Sampling ideas are directly supervised by Masterji and Head Designers and specially skilled artisans helps him in converting his creativity into perfect designed piece. Samples involving machine work are done in machine sampling unit at the first floor whereas those which involve hand work are done by female artisans at the main sampling unit. Product testing done by Amit takes 2 -3 days, after which further modifications STEP 2: PROCUREMENT OF are done if required. After this further refinement, photoshoot is done and the RAW MATERIALS products are available at the store with Most of the raw materials are procured its detailed specifications and images from local shops. As the organisation is are also put on social media with new placed in Delhi, it is easy to access qualmarketing plans. ity raw materials, which come from all around the country at reasonable price. Fabrics are brought from Sadar bazar , Naya bazar , Lajpat Nagar other findings are from Chandni chowk, Old Delhi.
STEP 4: PRODUCTION With production, begins the active working of the industry. Production happens after the sampling is fully successful and Design team thoroughly explains and trains other artisans as to how the desired product shall be achieved. Production of hand made products are done at the design studio itself. If the volume of production is more, artisans are asked to work overtime to reach the deadline for completion. Extra payment is given to artisans accordingly.
STEP 6: MERCHANDIZING
For a business to make sales, its products and services should be visible and displayed in an appealing manner, a process referred to as merchandising. Merchandising includes product display and packaging, as well as all the advertising techniques used to promote and sell goods to consumers. Products are sold through the stores using shopify platform. At Amit Aggarwal , merchandizing is done through various modes: • Social Media - Facebook and STEP 5: QC AND PACKAGING Instagram • Exhibitions and related events Behind the flawless finishing of every • The company gets new clients through word-of-mouth from old clients also. Amit Aggarwal creation is Prakash’s immaculate Quality Check. Every detail • Newspaper and magazine articles about the organisations also helps in must pass through his careful scrutiny promoting the business. before an item is sent out. • By Designing celebrity pieces for Packaging is also an important aspect of this process. If the products are not marketing . properly packed, then there are chances of getting damaged. So the brand gives great attention to packaging. Tax invoice is also made which is packed along with the products. Images of process of packing are given in the following page.
INFORMATION FLOW WITH ORGANISATION Buyer approaches the company through Flagship store , mail, telephone or personal meetings. As all the products are available on the store with details like size, colour, texture and material, buyers are recommended to go through that to see and understand the product range. Once the products are ordered, then the following steps are as mentioned.
For Available Products
Required designs are given for production. The produced lot goes for quality check. Tax invoice is made. The products are packed. The packaged goods along with the printed invoice copy is parcelled to the consignee address.
For Customised Products
Design sample options are made by the artisans under the supervision of Head Designer and are send to the buyer (either the sample images or the products) for the approval. The approved design is given for production. The produced lot goes for quality check. Tax invoice is made. After proper packaging, the products are parcelled to the consignee address.
FINANCE AND ACCOUNT DEPARTMENT Costing The most important function is to calculate the total cost of the product. The costing should be such that it suits the consumer and the company. Manufacturing of a product, involves costs on account of materials, product development, labor, production electricity, fuel, packaging, shipping and other miscellaneous charges. The sampling cost of the product is added which includes designer’s charges, material cost and modeling cost wherever relevant.
Cost of Surface Development/ hand work is calculated on the basis of no. of hours consumed in doing embroidery, Stitching, finishing and packaging is done in which thread cutting, label, plastic bags and markin fabric’s cost is also added.
BRAND STUDY
K E Y W O R D S A N D C O L O U R PA L AT T E
Forms & Structures
Sustainable
Architecture
Black
Dark grey
Futuristic
High Fashion
Silver
Golden
Lines & Patterns
Sophisticated
Champagne
Blush
S O C I A L M E D I A A N A LY S I S An Analysis was done to understand the aesthetics of brand better , to know what is the format of social media content .This was the job that required the maximum effort. A social media calendar was built and updated prior the week on the basis on which the daily uploads were made.Following are the few examples of posts and photoshoots done for the firm during the internship period that were uploaded at that time.
SOCIAL MEDIA HANDLING A social media plan is built prior the week . The content is decided according to the color story , season , and events. Which includes picture of garments , some inspiration images by Amit himself , some sketches by him , celebrity collaboration , videos etc. Some strategies are followed to gain more audience interaction with content. Color story keeps changing according to the new plans and events. Content is built up by following the aesthetics of overall feed of page so that it has max. impact on the viewer.
FIRST ROW Dedicated to Celebrity
Celebrity image
making video of celebrity piece
Inspiration of celebrity piece
To increase engagements
SECOND ROW Dedicated to client
making video of client piece
Client image
Inspiration of client piece
THIRD ROW Dedicated to events
Exhibition Booth image
GIF
Quote by Amit
To update audience
FOURTH ROW Dedicated to workmanship
workmanship Image
Quote by Amit
collage
To value artisans and craft.
To Show the relations of brand
C H A M PA G N E S T O RY Inspiration ,garment , shoot
Sketch, quote, video
Client , video , store
Celebrity, workshop, collage
EMERALD STORY
celebrity , video , store image
client image , event , collage
store, text quote, client
event, workmanship , inspiration
C A M PA I G N F O R A A S H N I + C O WEDDING SHOW 2019
Amit Aggarwal Present Bridal collection at Aashni+co. Wedding show 2019 In London. The exhibition was for one week and we were supposed to creat campaign for wedding show to get more engagements and followers from london. So the campaign includes some Insta stories , text invites , instagram posts to promote the wedding show. We got more than 500 instagram followers from London In one week.
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Creative collage The Silver Petal The Golden Ruffel The Electric Chaos Collage for Saree collection
C R E AT I V E C O L L A G E
Being a fashion designer is more than just imagining things in your head and sewing them together. There’s an entire art and design process behind making ideas come to life on a runway. This series of collage is a visual representation made from an assembly of different forms, materials and sources creating a new whole.
T H E S I LV E R P E TA L
She lets her soul move freely in waves of its energy Her body reflects the beauty of her blooming. Collage created with Amit Aggarwal signature corded ruffle detail. #AAInspiration
THE GOLDEN RUFFLE
THE ELECTRIC CHAOS
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Digital Illustration Ivory cape Illustration Illustration for Deepika Design Piece Illustration for Alia Design piece Celebrity Pieces Illustration
D I G I TA L I L L U S T R AT I O N
Digital Illustration is the art of communicating fashion ideas in a visual form that originates with rough illustration, drawing and sketch. All Illustration are created initially by hand on paper then further digitalise it on computer, using software like Adobe Photoshop and Illustrator. Fashion sketching plays a major role in designing to preview and visualize designers thoughts and to help customer to assume how the design going to look like or what color , texture , shade will be there. When its comes to dress a celebrity , then a digital illustration is must required so that they can get an idea of complete look before wearing it. Here are the few illustration design for celebrity like Deepika Padukone , Alia Bhatt etc.
She is the perfect amalgamation of fierce and feminine. A Digital illustration for a custom made black pleated gown as seen on the beautiful @deepikapadukone. Which she wore on Nykaa Femina Beauty Awards 2019. #FashionIllustration #DeepikaPadukone #CustomMade
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Branding Communication Visiting Cards Gift Cards and Handwitten Notes Chanderi Bag Brading Sticker , Ribbon and Logo Tape Packaging Look Book For MILAN Collection
VISITING CARDS
Specification - Black pike paper with ivory ink printing. 250GSM
Amit Aggarwal | Creative Director +91 9899232789
Neha Bhushan | Marketing Head +91 9971470003
amit.aggarwal0000@gmail.com | amitaggarwal.com
marketing@amitaggarwal.com | amitaggarwal.com
F-301, Lado Sarai, Second Floor Chaudhary Prem Singh Lane New Delhi 110030, India
F-301, Lado Sarai, Second Floor Chaudhary Prem Singh Lane New Delhi 110030, India
Snigdha Bhasin | Digital Manager +91 9717830914
snigdhabhasin.aa@gmail.com | amitaggarwal.com
F-301, Lado Sarai, Second Floor Chaudhary Prem Singh Lane New Delhi 110030, India
GIFT CARDS & HANDWRITTEN NOTES GIFT CARDS
Gift cards can help build brand visibility and customer loyalty. Gift cards are an inexpensive way to attract new customers and can more than pay for themselves through increased sales revenue. In addition, you can use them to reward customers and encourage them to come back.
PERSONALISED NOTES
Sometime personlised cards are given to the special clients to help protect and restore the relationship and potentially encourage them to give your business another chance.
HANDWRITTEN NOTE
Handwritten notes are an effective marketing method. A personalised handwritten note makes a much bigger impact than a mass mailing or a generic email. It adds a personal touch to marketing materials because you actually mention the customer by name and possibly even reference a particular purchase. This creates a stronger connection with the customer that other types of marketing materials simply can’t produce. Specification - All cards on A5 Size 300GSM Black dot ink.
CHANDERI BAG BRANDING
Amit Aggarwal ribbon
Logo
18”
16”
Amit Aggarwal ribbon Logo
Amit Aggarwal
Logo
STICKERS , RIBBON & L O G O TA P E
Dimensions for Stickers
Dimensions for Logo Tape
LOOK BOOK FOR MILAN COLLECTION
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Lakme Presentation Breakdown of Lehenga Moods boards
L A K M E P R E S E N TAT I O N
LAKMÉ FASHION WEEK WINTER/FESTIVE 2019 EMERGING DESIGNER Online Lakme Contest is opportunity for designers to showcase their collection in Lakme Fashion Week winter Festive 2019. A presentation have to submitted which talks about the given topic which is “LIGHT” . So Amit has three different interpretations of light : 1 The light that fills up the world. 2 The lightness that lets you flow. (which means Amit Aggarwal garment are light in weight) 3 The light that beams from within you. ( which means when you feel light.) In addition , to justify our second interpretation we present the breakdown of Amit Aggarwal lehenga which has total weight of 2.1kg and for third interpretation we add reviews by our clients.
LAKMÉ FASHION WEEK WINTER/FESTIVE 2019 EMERGING DESIGNER The second round for Lakme contest is to present the colour pallette for Lakme Fashion week. A sketch board was createdwhich shows shades and illustrations for visual representation of ideas and three look boards were made for three different shades to present our idea in a better way. From left to right.
BLUSH PINK RED ORANGE MAROON CHOCOLATE
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Designing a mannequin for New store
DESIGNING A MANNEQUIN FOR NEW STORE
This project is aimed at designing a mannequin for Amit Aggarwal new store. According to the given brief , mannequin design supposed to be in Amit Aggarwal signature style . It should be unique and sophisticated design. So following the brief with the help of given references heads are designed in a pointed shape , neckline are longer than usual and Grey metallic texture on body to give it a profound look.
Specification - Standard Height of 70 inches , Silver Metallic texture , Fibre Glass with grey coating .
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Film Making Farewell video for Old store Timelapse for New store
FILM MAKING
Old store Farewell video Shot on Gopro Hero 6 | Edited using Adobe Premeir pro.
Timelapse of making of new store. Shot on Gopro Hero 6, Canon 700D | Edited using Adobe Premeir pro.
THE EXPERIENCE
My Graduation Project internship programme at Amit Aggarwal was really interesting as I could learn a lot as well as enjoy working within a business establishment. Even though I had learned theoretically about business and communication studies , learning practically and being a part of it was really an interesting and informative task. In this process, I was able to see and understand the whole process from procuring raw materials, designing, sampling , production, quality check, packaging, and other departments like finance and accounts. At Amit Aggarwal , I got an opportunity to work with other sections such as procurement of raw materials, managing an exhibition, quality check, and a part of packaging apart from Graphics and communication which helped in gathering more information about the working of the organisation. For me , this was exciting, interesting and a challenging project for playing role of a Graphic designer , researcher , Handling marketing and promotions and Film making.
REFERENCES
www.amitaggarwal.com www.facebook.com/pg/amitaggarwalofficial/about http://www.borderandfall.com/designer-Amit-Aggarwal-AM.IT www.vogue.in/content/how-to-be-a-fashion-designer-amit-aggarwal-on-innovation-and-upcycling/
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