SHUVAM JAISWAL UG VISUAL COMMUNICATION INTERNSHIP DOCUMENTATION
ACKNOWLEDGEMENTS That’s the formal word for the kind of thank you’s I have in mind. I deeply appreciate the assistance, help support and guidance of numerous people UID, for all the education on design and life, and for being this place where I got a chance to discover myself. For being an institute which is truly open-minded and accommodative of everyone’s crazy whims and ideas. All my teachers at UID, for always being kind and patient. For all their teachings and inputs along every step of the way. For being supportive in whatever we wish to explore and for letting us venture out. Scarecrow M&C Saatchi, for offering me this opportunity to be a part of their agency. And for making me feel warm and comfortable. And giving me room to voice my thoughts and explore my ideas freely.
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Manish Bhatt, co-founder, and mentor at Scarecrow M&C Saatchi, for his constant support and invaluable inputs about my work. I am grateful for his co-operation and guidance throughout my two months of internship. Lastly, I would also like to thank lord almighty, my parents and my friend Yash Shrivastava and Shreya Karnik, for constant encouragement without which this internship would not be complete.
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PREFACE This document is a concise report of the two months of internship, starting June 1, 2018 and ending July 31, 2018, that I underwent at Scarecrow M&C Saatchi Advertising agency based in Mumbai. The objective of this internship is to ease students into the routine of a proper work environment as well as understand the functioning of the industry they work in.
The document talks about the company, my role as an intern and the projects worked on. This document speaks of the various learning experience, work ethics and how I evolved as a designer throughout these 2 months.
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INTRODUCTION Projects
CONTENTS
01 Campaign Analysis
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02 Radio City
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03 Star Union Dai-ichi
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CONCLUSION
Introduction
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UNITEDWORLD INSTITUTE OF DESIGN Unitedworld Institute of Design (UID) is one of the premier Design institutes of India. The institute aims to create globally sought –after professionals who can exhibit their creativity and trigger novel trends. UID’S pursuit for excellence has made its name shine with an extraordinary record of success in a short span. UID offers a diverse range of UG and PG courses in the area of art & design. These programs are designed with strong professional emphasis and in close partnership with the industry. Every course has been structured to deliver insights into the importance of individual and collective creativity, be it a theoretical assessment, design practice, curatorial evaluations or artistic considerations.
Study Highlights • • • • • •
State-of-the-art infrastructure and superior amenities Guidance by resourceful and veteran professors having considerable field academic Updated curriculum equipping students with contemporary trends Well-stocked library as a great knowledge repository Technologically advanced labs with all the latest equipment’s Regular site/industry visits enabling students with real-life professional experience
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SCARECROW M&C SAATCHI Scarecrow is one of the fastest growing independent agencies in India, with offices in Mumbai and Delhi. They handle more than 50 brands including blue chips like ITC, Danone, Reliance Mutual Fund, Zee, Emami, Anchor Panasonic to name a few. Their brands span the whole gamut of industries from FMCG to retail to financial services to media to e-commerce. Currently the agency has brands on board across categories including Viacom 18, Capital First, Emami, Future Generali, Zee Learn, Alcon Novartis, SebaMed (USV Pharma), Lactalis, Radio City, VTP, Mahindra, Business Standard, arthimpact, Anchor Panasonic, Reliance Capital and more. Scarecrow was set up by Raghu Bhat, Manish Bhatt and Arunava Sengupta in 2010.
The eight-year-old Scarecrow was part of the new wave of independent agencies in India that bloomed about 10 years ago but was able to achieve profitability and scale, in a relatively short period on the strength of its campaigns for Quikr, &pictures, Religare, Baby & Me (Nestle), FunFoods (Dr. Oetker), Kohinoor (McCormick), Haier, DBS, Edelweiss, Danone B’lue, Wagh Bakri, Rasna, Living Foodz, Vivel and Fiama Di Wills (ITC), Only Vimal, DNA, Rupa, Spykar, Hungama and more.
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Projects 01
Campaign Analysis
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CAMPAIGN ANALYSIS
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Brief:
Approach:
To understand advertising my mentor Manish Bhatt gave the assignment to analyze a campaign. The task was somebody gives me one visual of any campaign, without seeing the other two I have analyzed the campaign and make another one. So after that, he will reveal the rest of the visuals.
First I deconstruct the visual into three parts, i.e; typography, campaign background and elements used/theme.
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Touareg. Get far, far away.
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DECONSTRUCTION
Background: Volkswagan’s Touareg can travel far away from your imagination. Theme: Fantasy World.
Approach: To show fantasy world, I choose courage the cowardly dog show’s element.
Typography: VAG Rounded.
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ORIGINAL CAMPAIGN
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FOX BY AUDI
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DECONSTRUCTION
Background: This car’s features have resembled the fox, so the campaign shows fox as the reflection of the Audi car. Theme: Fox Reflection. Typography: Audi Sans and Futura.
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Approach: To show reflection, I placed the car near the reflective surface like lake and mirror.
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ORIGINAL CAMPAIGN
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The Metrecal Steak
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DECONSTRUCTION
Background: A can or glass of metrecal give you nutrition of peas, carrots, potatoes and steaks with a delicious flavour.. Theme: Meal is replaced by drink.
Approach: I used a glass with specific vegetables to show that a glass of metrecal can give you nutrition of specific vegetables. And also used chocolate vegetables to show that metrecal steaks also comes in delicious flavours.
Typography: Bauhaus and Futura std.
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Projects 02
Radio City - Kaano se dekho city concert - Jagran
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KAANO SE DEKHO CITY CONCERT
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Brief:
Approach:
Radio City 91.1FM, announced Gig City season 3, India’s biggest Live Radio Concert, one of the most compelling innovations in the history of Indian radio. Gig City follows the concept of “Aap Jahaan, Concert Wahaan”, where you can catch up with your favourite artist’s gig at your comfort. This concert is for blind school and the name of this concert is KAANO SE DEKHO CITY concert. With the essence of “Aap Jahaan, Concert Wahaan”, we have to prepare conceptual PPT and logo to promote “Kaano Se Dekho City”.
After the group discussion, we finalise the blindfold concept. We make pre-buzz and event day concept PPT.
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PITCH
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RADIO CITY JAGRAN
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Brief:
Approach:
We need to design a print ad creative of 20w x 16h for jagran edition. There will be only 1 headline which we need to focus on “City jo chunti hai wahi sunti hai ” and the client wanted the creatives in retro style. We would need to design a creative around the headline shared by the client. The frequency that we would need to use are 91.1Fm, 91.9Fm, and kanpur 104.8Fm.
Though Its a small size creative, I used more typography and less visual. I used retro style as client’s demand.
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91.1 FM
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TYPOGRAPHY EXPLORATION Midnight Show is selected for main text and Bebas is for supporting text.
Main Text
CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI CHUNTI SUNTI
Supporting Text
CHUNTI SUNTI
CHUNTI SUNTI CHUNTI SUNTI
CHUNTI SUNTI
CHUNTI SUNTI
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CHUNTI SUNTI
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COMPOSITION
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DESIGN
Correction: Brighten the colour
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COPY CHANGED
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DESIGN
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APPROVED
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Projects 03
Star Union Dai-ichi
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SUD LIFE INSURANCE
About:
Approach:
Star Union Dai-ichi Life Insurance Co. Ltd. (SUD Life) is a joint venture (JV) of Bank of India, Union Bank of India and Dai-ichi Life, a leading life insurance company of Japan. SUD Life is committed to providing insurance products across various stratas of society and geographies as per the needs of the customer. At SUD Life, the customer commands topmost priority.
We had given few names i.e; NOW, FLOURISH, CHUCKLE, LARGER THAN LIFE, NEEV, PIPAL and NEEV, by Manish sir. I took NOW to create identity.
Brief: We had suppose to create a new identity for SUD Life Insurance.
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CONNECTORS
Connectors are the one-liner which connects a name to a brand. S o t he s e a re t he c on ne c tor s for t he n a me NOW.
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- The right time is now. - Take life decision right now. - Take decisions right now. - Take care of you today and everyday. - Taking care of you today and everyday. - Let your life shine. - Zero uncertainties Zero worries. - Support when you needed. - Plan NOW for a better tomorrow. - Plan NOW for a better life.
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TAKE DECISION RIGHT NOW
NOW SCARECROW M&C SAATCHI
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TAKE DECISION RIGHT NOW
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+ New generation wants everything fast
O
=
Letter ‘O’
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THE RIGHT TIME IS NOW
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PLAN NOW FOR A BETTER LIFE
N OW SCARECROW M&C SAATCHI
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PLAN NOW FOR A BETTER LIFE
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NOW Life Insurance
Life Insur ance
NOW NOW Life Insurance Life Insurance
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TYPOGRAPHY
After a couple of explorations with Logoty pe to support the logo, we had fixed upon Gotham Pro which we manipulate according to the logo.
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Once the Typeface was fixed, the next plan of action was to resolve the Logotype and fibalise the Brand Typography.
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NOW
NOW
NOW
HELVETICA LT STD - 30pt
FUTURA MD BT - 30pt
GOTHAM PRO - 30pt
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wX xYyZ z1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
NOW
NOW
NOW
HELVETICA ROUNDED - 30pt
VAG ROUND - 30pt
GOTHAM ROUNDED - 30pt
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
NOW
NOW
NOW
DIN PRO - 30pt
ARIAL ROUNDED MT - 30pt
ROBOTO - 30pt
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRr SsTtUuVvW wX xYyZz1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*()
AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz1234567890!@#$%^&*( )
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COMPOSITION
Life Insurance
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Life Insurance
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FINAL LOGO
HORIZONTAL
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FINAL LOGO
VERTICAL
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Conclusion
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EXPERIENCE
My experience has been very fruitful in this eight-week internship at Scarecrow M&C Saatchi. Not only I have had a deep understanding of the working of an advertising firm but I have also understood how to conduct myself in various work environment situations. I have learnt that it is important to be eager about things to be able to learn more. One should take initiative and if even you are unsuccessful, you will still learn how you can improve upon your work.
This internship has been an opportunity for me to test out the skills I developed in college and see how they work in the real world. Working in an office environment has helped me obser ve how others operate and take on those attributes that I feel work best, whether it is communication, behaviour or office etiquette. It has been a very enriching journey and has helped me to rediscover myself as a designer.
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