TANMAYA RAO Design Thinker | Interior Designer | Experience Designer
PORTFOLIO
CONTENTS Key Design Projects
Brands & Companies
JAWA Motocycle Retail Store Design
JAWA: A legendary motorcycle brand born in Prague in 1920s. JAWA was one
• 1400 sq.ft Prototype store design • 100+ stores launched across India within 2 months
JAWA Motorcycle Service Centre • 1600 Sq.ft Prototype service centre
of the top motorcycle manufacturers in 1950s with exports to 120 countries. JAWA was reborn in India in December 2018 with its new models launched by Mahindra and Mahindra, one of the largest vehicle manufacturers in India with revenue of US$ 15 Billion as of 2019. Dr Reddy’s is an Indian multinational pharmaceutical company. It manufactures and markets wide range of pharmaceuticals in India and overseas. It
Dr. Reddy’s Campus Signage
• Designed and executed wayfinding system for the campus Directional markers, Location markers & Pathway Signage
Totem Pole Design
• Designed Totempole for office, representing the values of the organisation
SynPhNe (Physiotherapy Clinic) • A compact clinic of 250 Sq.ft space
had revenue of US$ 2.1 Billion in FY 2017-2018. Elephant Design Pvt. Ltd., is an Indian Strategic Design & Innovation consultancy founded in 1989, with over three decades in design business it has impacted some of India’s most well-known brands. The company represents India at Design Alliance Asia as founding associates. Named India’s Number 1 Design Agency in 2016, 2017, 2018 in the Brand Equity Reckoner published by Economic Times, India. SynPhNe: is a Singapore based company with office in India. SynPhNe is acronym for Synergistic Physio Neuro platform for every medicine system in the world. SynPhNe is the world’s first connected wearable solution that trains brain and muscle as ONE system. It helps improve functional independence to
EasyDay: Supermarket Design
• Designed interior of supermarket to create a consistent look and feel to reflect the new logo and identity.
Axis Bank
• Designed Urban, Metro, Semi-Urban branches • 800sq.ft - 1200 sq.ft • Retail Experience
persons with disabilities after stroke or injury or due to ageing. EasyDay is an Indian Retail brand that runs chains of consumer retail supermarket & convenience stores. The brand incorporated New Retail Experience to combine physical world & a supreme digital experience to provide consumers a seamless shopping experience. It has 1000 stores spread across 168 cities across India. Axis Bank Pvt. Ltd.: Fifth largest bank in India with 4050 branches across India and 9 international offices. It sells financial services to large, mid-size corporates, SMEs & Retail businesses. It has market capitalization of US$19 Billion as of March 2018.
University Projects & Internships M.A. Project
(Birmingham City University, UK) • HER (Helping Empower Rural) Bank, India
Design Futures: • Library design
(Birmingham City University, UK)
Graduation Project
(Company: figments.inc, India)
• Design of A Sound Studio
Furniture Design
(MIT Insitute of Design, India) • Furniture Design For Restaurant • Simple Furniture Design (Children’s Furniture)
System Design
(MIT Insitute of Design, India)
Form Studies Bamboo Exploration Skills
• Freehand Drawing • Perspective,Isometry drawing • Material Handling / Workshop Skills
Retail Store Design- JAWA
Elephant Design Pvt. Ltd. Pune
Background: JAWA a legendary motorcycle brand born in Prague in 1920s. JAWA was one of the top motorcycle manufacturers in 1950s with exports to 120 countries. JAWA was reborn in India in December 2018 with its new models launched by company Classic Legends owned by Mahindra and Mahindra. Mahindra and Mahindra is Indian multinational car manufacturing corporation. It is one of the largest vehicle manufacturers by production in India and the largest tractor manufacturer in the World. It has revenue of US$ 15 Billion as of 2019.
DESIGN CONCEPT: The brand was looking for a concept which would pay homage to the inherited authenticity.
Indian Bikers who circumnavigated the globe in 1994 on Yezdi Roadking manufactured by JAWA.
I was looking for a story which can engage the audience both young and old. Indian bikers love to go biking into the Himalayas. There are small book cafes hidden in the hills which provide bikers a cozy warm space to rest and relax before they continue their journey. So, the story was born, The JAWA Book Cafe. The JAWA book cafe would remind the users of their biking expeditions and would also provide a warm and cozy ambience in the retail store. Create a modular design which can be standardised and replicated across India.
The couple who went on a unplanned honeymoon road trip on JAWA back in 1967.
JAWA bike racers who were famous back in 1970s and are still regarded as the legends.
This research helped in understanding the JAWA legacy and the JAWA culture which existed three decades ago. This was the inspiration to create an unique experience for the store. The Legends wall was created to pay tribute to these great riders. The Photo wall was created to showcase memories and instill nostalgia.
The Book Cafe-Classic Contemporary Look Colours were derived from the 1960s colour pallete taking references from the newpaper advertisements of that era. Materials were choosen be as honest as possible-wood, leather, metal in their natural forms. Wooden panelling on walls, wooden furniture, metal fixtures and accessories, leather furnishings. The whole store was designed to have the warmth and cozy look of a book cafe, and
Colour Palette
to reflect the classic comteporary look.
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2
3
4 8
5
6
7
Material Board: 1. PU paint
5. Ox Blood leather
2. Gun metal grey paint finish /ACP 6. Walnut stained veneer 3. Pitted Concrete texture
7. Walnut Engineered wood
Mood Board:
4. Dark Grey paint finish
8. Dunkel Braun Matt
Raw tools and fixtures Pure leather with hand stitched finish Warm, cozy informal ambience
JAWA SIGNATURE ELEMENTS- KIT Legends’ Table & High Stools
Community Table, Stools and Bench
Community Table, Stools and Bench
Sofa
JAWA Door Handle
Helmet holder
Side table cum book shelf Signature Elements: Thoughtfully designed bespoke elements to carry forward the brand legacy. JAWA handle made with wood and metal inlay acted as the first point of contact with the customer as they entered the store. The solid wood and metal handle conveyed the strength, legacy and authenticity of the brand. The furniture is designed using clean straight lines to give contemporay look and wood and leather got the classic feel. Saddle shaped helmet holder with spanner was created as a helmet holder mounted on the wall. The shape is inspired from old JAWA motorcycle seat.
Specifications Touch Screen Panel
Panel
Elements of nostalgia Posters and Signages Certain elements were designed to bring back the nostalgia of the old bike, but communicate a relevant message of the present. Signages and posters created using the colours of 1970s, were inspired from the Tin posters of the era. The wooden plaque with burnt wood effect was created to be hung on the wall. The Legacy Wall An artist was commisioned to paint the wall with First JAWA motorcycle model of 1929. The hand drawn painting gave the authentic look and paid homage to the legendary JAWA brand. A digital touch screen placed in front of the Legacy wall, gave information about the history of brand and development of the JAWA bike from 1929 to 2019. Tin Posters and Signages- displays characteristics of JAWA bikes
Wooden Plaque- An aspirational racer image etched on a wooden plaque.
Wall Painting- Hand painted wall with First JAWA motorcycle model. A digital interactive screen placed in front of the painting provided more information about History of the company and bikes.
1st Prototype Store Layout Baner, Pune, India
Staircase
1365 sq.ft
Elevator
Staff Room
Accessory
JAWA Lifestyle
Legacy
Corner
Imagery
Corner
Legends
Back Office
Table
Pantry
Washroom
JAWA lounge JAWA Lifestyle
JAWA
Imagery
Book Cafe
Dealer’s
JAWA
JAWA
Cabin
Brand
Welcome
Community
Wall
Point
Table Legend wall
JAWA Lifestyle Imagery
Window Display
Window Display
Entrance
90 Degree Marker
Fascia KEY FACILITIES:
EXPERIENCE POINTS:
CUSTOMER INTERACTION POINTS:
My Ride (Test Ride)
Legend Wall
Community Table
JAWA Book Cafe
JAWA lounge
Legacy Corner
Welcome Point
Accessory Corner
Legends Table
My JAWA (Delivery) JAWA Cafe JAWA Accessory Store-in-Store
Window Display
JAWA Experience The first experience touch point of the customer is the JAWA door handle. The strong sturdy, wooden handle with metal inlay represents the authentic legacy brand with a contemporary touch. The legend wall displays the motorcycle legends who have won awards in racing competitions back in 1970s. The legacy wall pays homage to the history of the brand and the legends who brought pride to the motorcycle.
JAWA Book Cafe A cozy corner book cafe is a place which showcases books and artifacts related to the biking sport. The low height community table acts as a place for discussion and meeting with sales representative. The digital display runs JAWA stories and informational videos. The blackboard acts as an interactive touch points for customers to write reviews.
Accessories Corner A dedicated space within the store to display and sell JAWA brand accessories. Branded Helmets, jackets, T-shirts, coffee mugs are some of the many merchandise available for JAWA enthusiasts. The JAWA specifications panel is placed next to the JAWA bike. The wall displays Lifestyle graphics with aspirational imagery. The JAWA brand wall acts as a backdrop for the billing counter, the welcome point for the customers.
The Brand Wall: 3D lit JAWA logo on a dark grey background.
JAWA Welcome Point: The counter is designed as a high table with high stool and the glass counter top also acts as a display for wallets, belts and accessories kept underneath. The billing and sales transactions will take place at the counter using laptops.
Gear up your ride corner: A dedicated space within the store to showcase JAWA merchandise and accessories. A photo wall displaying photos of the legacy era of JAWA motorcycles. A high table with stool is provided to facilitate discssions and conversations. Helmet holder is customised using the saddle shape inspired from the old JAWA seat.
Overview of the store: Walls have aspirational imagery to create an impact on the target customers. The legacy wall provides information about the history of brand and development of JAWA motorcycles. A lounge seating provides a space to sit and relax.
Legacy Wall: The wall with Legedary JAWA bike model of 1929 hand painted by an artist. The interactive digital screen placed in front gives information about the history of the brand and the motorbike. The chesterfield sofa with a Pouffe and book rack create a comfortable seating space for the customers. JAWA Clock, Tin posters and Wooden plaque bring back the nostalgic memories of 1970s.
Legacy Wall: The wall with Legedary JAWA bike model of 1929 hand painted by an artist. The interactive digital screen placed in front of the wall gives information about the history of the brand and the motorbike. The leather sofa with a Pouffe and a book rack creates a comfortable seating space for the customers.
JAWA Facade: The bikes in the window catch attention of the passers by. JAWA logo is prominently visible amongst the other colourful fascias.
Service Center Design - JAWA Design Brief: JAWA service center should reflect the JAWA brand values, with similar look and feel as the store. Customers should get assurance of the precise engineering and exeprtise of the motorcycle brand. Customers should feel at ease and comfortable while they wait for billing, or
Elephant Design Pvt. Ltd. Pune
Material Board
servicing. There should be a private space to address the irate customers.
DESIGN CONCEPT: The zoning of the space played an important role. The functioning of service center depended on various departments such as spare parts room, engine and oil room, bike washing area and the service bays. The layout had to be designed keeping in mind the safety and security of customer and the high value items in spare parts room. Safety of the working technicians and bikes also played an important role. Customer was not supposed to enter the servicing area and engine oil room, spare parts and bike washing area for safety reasons. The customer journey had to be restricted to areas such as billing, dealer’s cabin and access to washroom. Customer lounge and billing area were combined to ensure quick service. A transparent glass partition was provided between the customer lounge and the service bays to allow visibility of the bikes being serviced. This reinforced the transparency in brand offerings and showcased the state of art machinery and technology. The dealer’s cabin and backoffice were placed in an area accessible to the customers yet were enclosed to provide quiet and private atmosphere to the working staff. A boom barrier placed between the customer lounge and the service bays acted as a control access door to restrict customer entry.
1. Ceramic glossy wall tile (Johnson) 2. Matt finish heavy duty exterior grade flooring tile (Johnson Endura) 3. Paver block flooring for exterior. 4. Dunkle Braun (Nitco) Customer lounge flooring 5. Asian paint luster paint-Sun kissed 7833
Flooring: Had to be carefully selected to ensure minimum maintainence and safety considerations. The slopes of the floor had to be designed in such a way that it should drain out the water quickly when the floor is washed with huge amount of water. Electrical Points: To cater to the high voltage demands of the servicing machinery. Lighting: Played a vital role in the service bay areas. The lighting had to be perfectly curated to ensure well lit floor without shadows to get maximum efficiency and avoid accidents. Safety: The industrial safety guidelines had to be followed regarding the electrical, flooring, and lighting services. Provision had to be made to display safety rules and guidelines in workshop area. Locker room and changing room was to be provided for technicians. Security: Spare parts room had to be locked and secured as it contained high value goods. The locking system had to ensure there are no break-ins at night. All the windows and doors had to be secured to avoid theft. Downlighter- Steffi 56W White
Entrance to the service centre: Walls have aspirational imagery to assure quality servicing. The Service bays are visibile, assuring quality promise and transparency. The service stations are custom branded with JAWA colour and logo.
Brand Wall: The wall is positioned to be visible from the entrance. Glass partition provides visibility to the service bays from the customer lounge.
View from Service Bays: Unifrom lighting, no shadows. Working areas marked on floor. White board is provided to mark the service schedules. Walls near the service bay areas are tiled till 7ft height for ease of maintenance. The flooring is anti-skid easy maintenance. Wall space is dedicated for workshop safety posters.
Facade: A uniform look and feel with grey tone and strong branding ensured visibility and created an impact. The main entry is safeguarded with rolling shutter. The spares window was provided with metal rolling shutter for safety and security. 90 degree marker to create visibility of store. 3D lit letters to create night visibility.
Campus Signage Design- Dr. Reddy’s Background: Dr Reddy’s Laboratories is an Indian multinational pharmaceutical company based in Hyderabad. It manufactures and markets wide range of pharmaceuticals in
Elephant Design Pvt. Ltd. Pune
Road Direction Marker
India and overseas. It had revenue of US$ 2.1 Billion in FY 2017-2018. The largest campus of Dr. Reddy’s laboratories is located in Bachupally, Hyderabad. Design Brief: Dr. Reddy’s team approached with a need to design way finding signage system for their Hyderabad campus, which would bring a positive behavioural change in
Campus Signage
their employees. The way finding system had to be designed with a consistent vi-
Parking
sual language which would appeal to both employees and the visitors. DESIGN CONCEPT: The project began with auditing and analyzing the exisitng signage system to understand the requirements and behaviour of the users. Visit to the campus and observations revealed a lack of uniformity in the shape, texture, colours and
Behavioural Signage
Direction Marker
Direction Marker
Pathway Signage
messaging. The campus looked cluttered and unorganised due to excessive messaging. My task involved visiting the campus and understanding the complex user journeys within various facilities. Conversations with various stakeholders of the company gave a deeper insight into the safety and security regulations relating to campus staff and its visitors. After careful consideration of various factors such as importance of communicating safety instructions along with effective nagivation, a signage system was developed. A standard visual and structural design was developed with the brand’s core colour forming the strong part of the identity. Colour coding: The campus had various facilities and each needed a unique identity. Using the colours from the branding palette, a unique colour was allocated for
Location Marker
every facility. Red and yellow were used to denote restricted areas and safety warnings. Black was used for symbols. A typical journey of user in campus and his interaction with proposed signage system.
Road Direction Campus Signage marker
Direction
Behavioural
Marker-Type 1 Marker
Location Direction Pathway Marker
Marker-
Sign
Type 2
The Signage family was created to guide visitors to the campus and help them navigate through the campus. The Road direction marker: To guide the visitors from the highway to the campus. The Campus signage: Outside the campus acts as a location marker, assuring visitors they have arrived at the right place. The Direction marker Type 1: Placed at the main entrance to help people navigate within the campus. The Behavioural marker: Inform the visitors about the driving regulations within the campus and behavioural norms such as non smoking and use of dustbins. The Behavioural marker was placed at the entrance to define the campus rules and eliminate the need of repeating the signages across the campus. This signage helped to declutter the campus of repeatitive traffic signages. Location marker: Entrance of every facility. Bilingual communication to address larger audience. Direction marker Type 2: Navigation within the campus. Pathway sign: Help pedestrians to find their way.
Dr. Reddy’s Brand Identity
Brand Logo
Brand Colour and symbol dervied from identity
Exisitng Colour palette as per brand guidelines
Colours used for restricted areas and symbols
Colours and Visual Language Colour coding facilties for easy zone recognition.
RED colour is universal for traffic signs. Use of RED colour to differentiate Parking from other facilites.
Use of Brand colour for symbols to denote Common facilites such as Entrance plaza, Exit, Training Center.
Circle denotes the facility colour code and arrow in brand colour denoting direction.
SYMBOLS FOR BEHAVIOURAL CHANGE
The design process dealth with creating content system and nomenclature for the facilities. Each colour was thoughtfully assigned to each of the 6 facilities, to associate with the functions of the facility. The colour coding helped in zone based recognition. Icons were simplified to improve cognizance in motion. Instructional safety signs were introduced to encourage good behaviour amongst employees.
DIRECTIONAL SIGNS & SYMBOLS
Location Markers: (2250 mm ht x 675 mm width) The generic facilities such as training centers, entrance plaza (Reception and registration) were denoted using Brand colour. Each facility was denoted using a specific colour derived from the brand guideline and colour palette. Each facility name was written using both English and Regional language, as it was the norm of the campus. This enabled the semi literate non-english speakers to identify the facility. Neutral colour of the structure made the signage recognisable in the green and colourful campus.
Direction Markers: (2250 mm ht x 675 mm width) The roads within the campus were strategically positioned with direction markers to help people navigate efficiently to the desired locations. The rear side of the sigange was used to help navigate people towards the EXIT gate.
Pathway Signage: (2250 mm ht x 675 mm width) The campus had dedicated pedestrian walkways / pathways. The signages were designed to help navigate people using the walkways. A sutble message of non-smoking and use of dustbins was incorporated within the signage, to remind the visitors of the campus rules.
Mock-up Model A scaled model 1:5 size was made to understand the proportions, structure and graphics of the signage. The forms were simple yet comtemporary. The black colour of the parking sign looked overpowering, disturbing the contemporary look of the signage. Hence it was changed in the final signage design. The structure for signage was designed to withstand external climate and strong winds.
The Prototype: The first prototype involved a lot of R&D to determine the folding and bending of ACP sheet to get the required finish using the specified radius. The cement base had to be manufactured using a ply and FRP mould. The foundation rods, base plate and structure was also created to test the wind pressure and stability of the design.
Final Signage installed at campus: Materials used: Aluminium Composite Panel (ACP) Extra clear Acrylic The Acrylic panels are backlit using LEDs 3 SMD modules to produce even lighting Graphics printed on 3M Envision Translucent film
Signage backlit at night
Pathway signage: Placed at strategic locations along the pedestrian walkways. The Neutral grey signage is visible in the green environment and the form is sleek and contemporary.
Detail drawing: Frame Fixing Detail One of the 6 detail drawings of backlit signage of size: 2250mm ht x 675mm
Campus Map: A representative image which shows the signages in the campus plan. The 2 signs represent the front and rear content of the signage. This plan was used to validate the content of the signage before final printing and execution. Type I: 2250mm x 2100mm Qnty: 1 No Campus sign Type B: 3050mm x 900mm Qnty: 2 Nos Direction Signage Behavioural Signage Type C: 2250mm x 675mm Qnty: 26 Nos Direction Markers: 8 Nos Location Markers: 7 Nos Pathway Signages: 10 nos Total No of Signages: 28 nos. 2-3 Road Direction markers
Campus Map
Treetem Pole Design- Elephant Design Pvt. Ltd. Background: Elephant Design Pvt. Ltd. is a Pune based Strategic Design & Innovation consultancy founded in 1989, with over three decades in design business it has impacted some of India’s most well-known brands. The company represents India at Design Alliance Asia as founding associates. It is a multidisciplinary design studio with verticals such as graphic design, packaging design, retail design, product design, and UI UX design. Elephant Design has been named India’s Number 1 Design Agency in 2016, 2017, 2018 in the Brand Equity Reckoner published by Economic Times, India. The campus has many trees planted several years ago, which have grown to form an integral part of the company and its people. The Silver Oak Tree (Photo on the right) grew more than 45 feet tall and was like a family member. Its shade in the afternoons created a space for impromtu meetings over coffee. It formed part of most of the photographs. The tree fell sick and was lost in early 2018. As a tribute to the tree, a concept of Totempole was born. DESIGN BRIEF: The totem pole should represent the Elephant Values which shape the future of the company, just as silver oak shaped the environment. Structure: The construction had to be done without disturbing the exisiting staircase. A modular structure was developed which could be constructed in parts and assembled on site. Materials: The materials had to be selected to withstand external temperatures. WPC- wood polymer composite boards were choosen because of its light weight properties and ability to withstand harsh climate. Aluminium was used due to its light weight properties and ease of construction. Colours: Inspired from the traditional totempole colours. Small mock-ups and prortotypes were made to understand and analyse the structure. Video of the making of totem pole: https://www.youtube.com/watch?v=okIzuvJ2eck
Elephant Design Pvt. Ltd. Pune
Elephant Values:
Empathy
• EMPATHY: Approaching every design problem with a user centric-empathetic approach. • EXPLORE: The explorer quality of elephant design to look for out of box solutions yet being grounded with the design brief and reality. • HONESTY: The company believes in honesty and transparency.
Explore
• EXPERTISE: Delivering expert solutions in multiple disciplineProduct design, commincation design, packaging, retail experience design, UI UX design by having a strong research and being detail oriented.
Honesty
• VALUE ADD: Always adding that little extra to make the design more meaningful and valuable. Expertise
Symbolic Representation Human face: Empathy A human is best known to express empathy and compassion. Eagle: Explore Known for its ability to fly high up in the sky exploring for food yet capable of keeping an eye on its nest.
Value Add
Dog: Honesty Known for being loyal to its master. Dog is considered to be honest and loyal. Honey Bee: Expertise Known for the creating a perfect honeycomb structure, being hardworking and sincere persistent in creating quality structures. Cow: Value Add Most useful animal for human beings. Provides milk which produces dairy products. The waste produced - cowdung and urine is used as a natural fertilizer. Hide is used as leather, meat is also consumed.
Sketching concept
Colour coding and layering
Mock-up: paper and thermocol
Prototyping: Using thermocol and cardboard a 1:1 scale prototype was made to understand the proportions, and complexity of execution at site. The animal faces were created by layering of thermocol to give the faces a 3D effect. The elephant head was made using folding paper technique, to create the 3D effect. The base structure of pole was made using cardboard and the pole was given a chamfered edges to mae the pole appear like a wooden log. The faces wrapped around this champefered edge, for more 3D look.
Building a 1:1 Scale prototype using cardboard and thermocol
Treetem Pole
Team photo with the creation
Silver oak bark is visibile from at the base. The vines will grow over time covering the base of the treetem pole.
Healthcare Center - SynPhNe Background: SynPhNe: Is a Singapore based company with office in India. SynPhNe is acronym for Synergistic Physio Neuro platform for every medicine system in the world. SynPhNe is the world’s first connected wearable solution that trains brain and muscle as ONE system. It helps improve functional independence to persons with disabilities after stroke or injury or due to ageing. Design brief: They approached with a requirement of creating a physiotherapy clinic in a vey small space of 250 sq.ft area. It had to fit at least 3 therapy desks, 1 private consultation / demo area and waiting area. Being the first clinic in the country, the space had to reflect the brand values and brand vision. The design must be modular and replicable across multiple clinics in India in near future. Design Process consisted of the following: • Research on the physiotherapy sessions: needs and requirements. • Understanding the functional requirements of the space. • Ergonomic study to understand spatial requirements for patients. • Studying brand values and vision. • Space planning and defining patient journey. • Strategically positioning brand & product communication. • Creating a soothing relaxing environment through space graphics. Challenges: To fit the requirements in compact space of 250 sq.ft. Use of appropriate materials to ensure safety of patients. Creating seamless circulation within the space.
Elephant Design Pvt. Ltd. Pune
Prototype Layout Site: 250 sq.ft
Materials and Colour Palette: White is predominantly used to make the space look bigger and brighter. Grey carpeted flooring in therapy areas to provide sound insulation and ease of maintainence. Wooden table tops and wooden laminated flooring in reception areas to create warmth. Techno Acoustic panels in shades of light grey and beige. Brand colours used in ascents in communication and wall graphics.
Entrance
Entrance: Located inside in a building, the space had to be easily noticeble, hence a 90 degree marker was designed to allow visiblity from the corridor. The door and fascia was kept white in colour to give the medical clean look and.
Waiting Area & Reception
The waiting area is a very compact space hence light wood flooring and white walls are provided to create a visually big space. Essential communication is conveyed through posters and wall graphics. Digital screen is provided to play informational videos. Tandem seats are provided to maintain the circulation and restrict the change of layout.
Reception & Waiting
Mirror fixed on the wall makes the waiting area appear spacious. The Brand wall behind the reception desk provides a visual identity to the space. For ease of maintainence, grey coloured upholstery for waiting seats and black chair for reception is provided.
Therapy Stations
Semi-private therapy stations facilitate individual physiotherapy sessions. A 4 feet long 2 feet wide counter provides enough space for the patient to carry out physical activities and exercises. A ergonomic chair with height, arm rest, head rest adjustable features ensures comfortable seating posture throughout the session. White even lighting creates a bright positive atmosphere needed for the stroke affected patients.
Demo room
/
Consulting
The bench provided for customers has storage underneath. Overhaead cabinet can be used to store the euipments. The wall mounted folding bed can be unfolded for patients to rest in case of emergency. The folding bed is a space saving solution in the compact clinic space.
The device which is worn by the patient during the physiotherapy sessions. The headgear and arm gear helps detect the eletrical signals sent by Brain to the muscles and assists the patient in performing the hand movements.
The therapy sessions being conducted at the first prtototype clinic in Mumbai. The physiotherapist is assisting the patient. THe patient is learning to write with the help of a guided tutorial video. The wall in front of the patient has motivational one line quotes “Nothing is Impossible” , “Never Give up” etc.
Supermarket Design- EasyDay Background: Easyday is an Indian Retail brand that runs chains of consumer retail supermarket & convenience stores. The brand incorporated New Retail Experience to combine physical world & a supreme digital experience to provide consumers a seamless shopping experience. It has 1000 stores spread across 168 cities across India. EasyDay is a reimagined neighbourhood food and grocery store driven by local communities which serves a modern, personalised Indian shopping experience. For the local community of loyal members, it is the “Naye Andaaz Wali, Apne Pados Ki Dukaan” meaning “A neighbourhood store with a new look”. Design Brief: The task involved redesigning the brand to create identity to convey the exclusive club features and build a new experience. After the graphic desingers developed the new identity, the interiors were redesigned to reflect the the new brand. Approach: Fresh & deep greens were the choice of colours to represent the refreshing experience. A set of custom designed icons in secondary colour palette compliment the contemporary visual communication. Tone of Voice: We have tried to add conversation points through wall graphics, signages, uniforms and carry bags that help maintain a consistent & friendly tone of voice throughout the store. So don’t be surprised to read a sign that says “Take care of yourself” that guides you to personal care section or shopping assistant’s jacket that says “Looking for something?” Retail Design: To create a consistent brand experience from store to store, the brand colour palette has been used. The internal columns, beams walls were painted with accents of Easyday green to create brand centric look and feel. The colour also extended to shopping carts and baskets to have the visual connect. All the communication mediums such as posters, signages wall graphics were created using the brand colours and new visual language. A bright secondary colour palette and conversational fonts add to the liveliness of communication.
Elephant Design Pvt. Ltd. Pune
Brand wall communicating the member priviledges. The Green wall acts a strong backdrop for the display of fresh colourful vegetables. Even lighting across the store creates a bright environment. Short taglines easy crunchy, easy much used across store to create a friendly atmosphere. Tag lines such as “Naye andaaz wali apke pados ki dukaan” meaning “Your Neighbourhood store with a new look” form a conversational tone of voice. The Thank You communication is strategically positioned on the glass of the Exit door to leave a lasting memory of the shopping experience. The crates and baskets used for storing fruits and vegetables were also selected to be in shade of green to blend with the overall brand language.
Green colour used throughout the store creates a strong visual impact and helps in registering the brand with a positive imagery. Light green is used as a major colour to create the vibrant fresh atmosphere, dark green is used as accent to compliment the lighter colour. Dark green used as a Brand wall to create a strong impact and recall value. Linear lighting is used to create an organised, cluttter free look and even lighting across the store. The columns are effectively used for product specific communication.
Brand language translating into various customer touch points - Rewards / Membership card, Shopping Bag, Staff apron, Glass graphics on facade. The customised shopping bags also showcase the branding and visual languge which is a good takeaway for customers and a strategic product used for effective brand promotion.
BEFORE
The previous store front (top left) image shows the brand name has poor visibility due to low colour contrast. The identity doesn’t effectively convey the offerings and products. The store front is not eye catching. Too much clutter of offers with no visual hierarchy. The bright green colour fascia gives a fresh look and feel creating a welcoming atmosphere. The icons used on fascia represent the variety of product offered in the store. It creates a very informal, freindly look. The green coloured crates and baskets kept outside appear organised and merge with the fascia. After the design was approved, a design briefing and implementation session was held with the client and vendor teams to ensure smooth roll-out of new EasyDay store formats. Many stores are now open to public and have received good response. Due to success of the new formats, Future group plans to over 10,000 stores across India by 2020.
AFTER
The backlit logo fascia is created to convey prominent, premium image.
Retail Experience Design- Axis Bank AXIS BANK PVT. LTD.: Fifth largest bank in India with 4050 branches across India and 9 international offices. It sells financial services to large, mid-size corporates, SMEs & Retail businesses. It has market capitalization of US$19 Billion as of March 2018.
Elephant Design Pvt. Ltd. Pune
Lack of transparency
DESIGN BRIEF: • Improve the interaction between Customer Service Officer (CSO) & the Customer. • Improve the communication to boost in-branch sales. • Enhance existing Customer Journey by plugging gaps in Customer Experience • Improve Financial Product engagement within the branch • Optimize fit-out cost for improved Small branches
Visiblity inside the self service lobby will build trust and showcase the latest speed banking facilities. Inexplicit Product Communication
Why Wait for Basic Services
Bold focused Product communication will help change the approach from push sale to buying based on financial planning.
Why wait for Basic Services? Quick Redressal of basic banking services will reduce the waiting time of customers & provide quality time for product sales
Some of the major insights based on visits to exisitng branches across India.
DESIGN RESEARCH METHODS: 1. Ethnographic study 2. Mystery shopping 3. Progress card game 4. Customer & CSO Interviews UNDERSTANDING THE USER JOURNEYS
Solution approach: FOCUS ON CUSTOMISATION Depending on location, branches have dominant type of customer with their specific wants and needs.
HIGH STREET BRANCH
REGULAR BRANCH
Residential
Customer Experience
CSO Communication Experience
Residual
Understand the Customer-CSO journey which leads to engaging sales experience.
Solution approach: FOCUS ON INTERACTION
HNI
Retired
NRI Senior Managers Business
Pensioner / Adequate Savings and Investments
Commercial General Manager Factory Corporate company
Corporate Office Bearer Employed in Large / Mid size Business
Mid Business Owner Small Factory Trading
Managers Salaried- BPO or IT companies
Agriculture
QUICK SERVICE
FINANCIAL ADVISORY
Farmer /Agro Business owner Fertilizer dealer Agri products dealer
BANKING SERVICE
FEEDBACK/COMPLAINT
DESIGN DIRECTION FOR BRANCH DESIGN • Design for the SMALL BRANCH SIZES (1200 / 1000 / 800 sq.ft. ) with optimized cost. • Customize with respect to the BRANCH LOCATION & Dominant Customer needs • Provide space & fitment to enhance the right INTERACTION TYPE • Improve FINANCIAL PRODUCT ENGAGEMENT DESIGN STANDARDIZATION
INTERACTION SPACE
• Design should be adaptable to roll-out project across the country.
QUICK SERVICE
5min, Standing, less waiting
BANKING SERVICE
15min, Seating, Attention
FINANCIAL ADVISORY OPEN MEETING
30min, Seating, Attention Privacy
ENCLOSED MEETING
• Generic layouts were created for 1200 sq.ft., 1000 Sq.ft. , and 800 sq.ft. • Layouts were created for horizontal, deep and square space. • Modular furniture and fitouts were designed which could be adapted to various branches. • Brand guideline manual was created which contained detail drawings, specifications for materials and finishes. • The manual was used by all vendors to execute the stores across the country.
CATEGORIES HIGH STREET Corporate
Residential Commercial
REGULAR Residential Commercial
Corporate Agriculture
Residential NEEDS AND WANTS
INTERACTION FINANCIAL ADVISORY
Latest product updates Customized solutions Proactive follow up Complete attention & privacy, Comfort Premium space
WEALTH MANAGEMENT, NRI SERVICES, BUSINESS
HNI
Commercial
Premium fitment & image Enclosed Meeting space Tech-driven FINANCIAL ADVISORY
Tech-savvy Financial Expert Personal / Education Loan (For kids) Customized Plans Attention, Comfort & Privacy
REGULAR BRANCH
HIGH STREET BRANCH
PERSONAL WEALTH & PORTFOLIO MANAGEMENT Willing to wait GENERAL MANAGER
NEEDS AND WANTS
INTERACTION FINANCIAL ADVISORY
Secure income, Personal Loans, Med. Insurance, Pension fund Personalized attention, Comfort & Privacy
PERSONAL WEALTH MANAGEMENT Unhurried, Willing to wait RETIRED
Hi Hello, Sociable Tech-free FINANCIAL ADVISORY
Speed Banking Legal & Commercial Expert Customization Bulk cash Deposits Attention Informal Privacy
SME BUSINESS PLANS, FINANCING, OVERDRAFT Willing to wait Tech-savvy Financial competence MID BUSINESS OWNER
Corporate SERVICES
Speed banking Quick service Local language Drinking water
BASIC BANKING SERVICES WITH CSOS (REGULAR BASIS)
Recognition & Respect OFFICE BEARER
Less waiting Speedy completion
Speed Banking Customization Loans Mutual Funds SIPs Tax Planning
FINANCIAL ADVISORY
Attention & Privacy
Willing to wait Tech-savvy
PERSONAL WEALTH, PORTFOLIO MANAGEMENT
MANAGER
Agriculture
FINANCIAL ADVISORY
Speed Banking Local Language Locker Forex Agri-Loan Bulk cash deposit Informal, Friendly
GOVT. SCHEMES & AGRO BIZ.
Unhurried, Willing to wait Open, Sociable FARMER
Characteristics of High Street Branch:
Commercial High Street RM
Fascia: Backlit 3D Logo Digital Screen Branch Directory with Backlit 3D letters
BD Strong Room
Back office Teller
QMS
SS Lobby
CDK Digital Writing Kiosk Ledge
Rolling Shutter with grill
Quick Service Desk: 01 Customer Service Offer: 02 Branch Head: 01 Teller: 01 Relationship Manager: 01 Business Developer: 1 Back office: 02 Total Head count: 10
Server & Electrical Room
Water Dispenser
QSD Brand Wall
CSO
CSO
CSO
SS Lobby: Digital Kiosk
Pantry
Branch Head Store Room
Gents Toilet
Ladies Toilet
CSO Area: Queue Management Service Digital Screen Token display Digital Screen-Product promotion Bench with Backrest Business Lounge: Carpeted floor Digital Screen
Residential High Street Quick Service Desk: 00 Customer Service Offer: 03 OPS: 01 Branch Head: 01 Teller: 01 Relationship Manager: 01 Business Developer: 01 Back office: 02 Total Head count: 10
Teller area: Digital Display
Corporate Regular Quick Service Desk: 01 Customer Service Offer: 02 OPS: 01 Branch Head: 01 Teller: 01 Relationship Manager: 01 Business Developer: 01 Back office: 02 Total Head count: 10
Characteristics of Regular Branch: Fascia: Printed Vinyl Logo Printed Vinyl Graphics Branch Directory with Printed Vinyl Graphics CSO Area: Printed Posters for Product promotion Bench without backrest Business Lounge: Vitrified floor Printed posters
Agriculture Regular Quick Service Desk: 00 Customer Service Offer: 03 OPS: 01 Branch Head: 01 Teller: 01 Relationship Manager: 02 Business Developer: 01 Back office: 02 Total Head count: 11
DESIGN DEVELOPMENT: Developing Visual language and Elements for Unified Customer Experience 24 feet Long Fascia
3D lit Letters
Progress Graphics (Brand Connect)
Digital Media (Promotions / offers) Focus Products (Product Promotion)
15 feet Long Fascia
Branch Directory (Focused & Simplifies) Axis Grey Weave (Sophisticated)
Focus Products (Product Promotion)
suspended from fascia
3D backlit letters
High Street Branch Directory
Axis Grey Weave (Sophisticated)
Digital Media (Promotions / offers)
3D backlit cube
Regular Branch Directory
3D lit Letters
90 Degree Flange Showcasing the key facilities a
Branch Directory (Focused & Simplifies)
Placards on CSO Desk showcasing Services offered
Communication at the Self Service Lobby : ATM / Cash Deposit / Cheque Deposit
Different typres of Posters: Informational Mandatory Instructional
Lobby Manager
Badge: Glad to Help (Local languge to be used) Promotional Posters Car Loan Home Loan Mutual Funds
Regular Branch: Corporate Lounge Back Wall Product Communication
Regular Branch: CSO Desk Back Wall Service Promotion
High Street Branch: Corporate Lounge Back Wall Product Communication
Digital Display Corporate Brand Wall Service Promotion (Brand Communication) (Trust Building)
Product Communication
Brand Wall (Trust Building)
High Street Branch : CSO Desk Back Wall Product Communication (Digital Display)
Brand Wall (Trust Building)
HIGH STREET BRANCH
CSO Desk cluster and Quick Service : Digital Displays
Enclosed Private Lounge Area: Digital Display
Backlit 3D Logo
Queue Management Service
Branch Directory Backlit 3D letters Product Promotion
Digital Media
Speed Banking
REGULAR BRANCH
CSO Desk cluster and Quick Service: Product Promotion Posters
Semi Prvate Lounge area: Product Promotion Posters
Fascia Backlit Vinyl Graphics
Speed Banking
Branch Directory Vinyl Graphics Fascia
HER Bank - Helping Empower Rural India
M.A. Project - Birmingham City University, UK
Location
TITLE:
‘HER Bank’ - A flagship bank for women in rural India - Creating a new brand for Mann Deshi Bank, which is sustainably designed to facilitate literacy and numeracy training as well as providing banking and business services for women. DESIGN CONCEPT: The Helping Empower Rural (HER) India Bank, is designed to provide banking and education facilities to support rural communities in India. Designed to be locally orientated each bank will be designed to have a unique colour pattern and texture signature to showcase local textiles, crafted artifacts and transmit inspirational stories of women that work in the local region.
India- Maharshtra
Maharshtra- Pune
Pune- Mulshi
Building proposed to house the bank and the educational center. Building designed by Ar. Anna Herringer. Building constructed with help of local community using natural resources bamboo and mud.
Women-as farm labourers
4 million women- restricted to house-
78% total workforce in India
hold work.
Women as cheap labour
Conditions of Rural women in India. Farm labourers, restricted to household chores, cheap labour on construction sites. Lack of education, lack of job opportunities. These will be the users for the Bank and literacy center,
Philanthrophic Initiative
HER Bank SUPPORT
SECURITY
Mann Deshi Mahila Sarkari Bank A women’s bank started in 1997
NGO- Swaroopwardhini
Self Help Groups
LITERACY
MOTIVATION
DIGNITY
DEVELOPMENT
Interactive
Story lane: Corridor narrating stories of women achievers
Informative
Multifunctional Narrative Educational User-centric
Experience center: A multifucntional hall to conduct audio visual learning sessions, group activities, workshops.
Tailoring room: Opportunity for users to decorate the space by displaying their work.
DESIGN AGENDA:
Inspiration
This design scheme has been created to be a space where harmony dwells with nature, where curves and geometry unify rather than separate. . This contemporary banking and training concept presents a feminine universal form, which is an innovative identity that better reflects an authentic view of women working in rural India. Business school for women: A multifunctional space for audio visual learning, group discussions, workshops, and lectures. The design inspired from step wells in India, a meeting place for women. The circular seating arrangement will create a feeling of bonding, togetherness and equality. The space is designed to be flexible to accommodate various seating arrangements and allow different activities.
Step well: A communal meeting place for women.
Inspiration
Women’s bank - The layout inspired from rangoli designs. Based on principles of symmetry and radial arrangement, the layout semiotically represents equality and bonding. It gives the space inclusive character.
Bank layout Simplification
2D Plan Design principle-Radial
Signature lamp Concept Sketch
USER NEEDS: The purpose of the design is to create a cultural identity for Maharashtra State, to establish a new paradigm for the settled Mulshi community and to raise an awareness of the authentic industry related to the farming, processing of bamboo and the production of crafts associated with this sustainable community. This installation has been created for women to use safe and secure money transaction facilities as well as training and business development. As a key part of the project, local women themselves will help to fashion and shape this architecture. Decoration has been selected to be site specific with semiotics and symbolism associated with Mulshi architecture, furniture and textiles. UNIQUE SELLING POINT: “Feminine space engages our emotions, awakens our heart, tells our evolving story, invites us to come out and play with life in dwellings that embody our dreams and harnesses our potential� Majory Meija, 2015. Adhering to the Feminine Principles of Architectural Spaces, developed by Magrit Kennedy, this proposal for the HER Bank is designed to be user-orientated, socially holistic, flexible and organically ordered rather than being designer orientated, profit orientated, fixed and abstractly systemised.
Feminine
Informative
Multifunctional Narrative Educational User-centric
FREEVILLE The Caged Bird The free bird leaps on the back of the wind and floats downstream till the current ends and dips his wings in the orange sun rays and dares to claim the sky.
M.A. Design Future Project
HAIKU Caged bird full of rage All it really quests is freedom, Bright summer brings hope
But a bird that stalks down his narrow cage can seldom see through his bars of rage his wings are clipped and his feet are tied so he opens his throat to sing. The caged bird sings with fearful trill of the things unknown but longed for still and his tune is heard on the distant hill for the caged bird sings of freedom The free bird thinks of another breeze and the trade winds soft through the sighing trees and the fat worms waiting on a dawn-bright lawn and he names the sky his own. But a caged bird stands on the grave of dreams his shadow shouts on a nightmare scream his wings are clipped and his feet are tied so he opens his throat to sing -Maya Angelou
Deconstructing a poem and constructing a Haiku to further design a space to reflect the essence of the poem.
The poem expresses the contrast between life of a caged bird and a free bird. The same contrast is reflected in the design by use of contrast colours black and white. Black symbolising the oppressed and white standing for freedom. The idea is to express freedom by breaking off the restrictions, the confined controlled environment by jumping out of the box. The entrance to the library is through a cage and the user has to jump from the cage into the free space below. This is designed to give an experience to the user.
Entrance to the space: A long black bridge with a
The space is divided into two parts where one represents the restrictions in form
The new age library is wide open space and read
dead end.
of cage like graphics and dark colours, and other part is free open white space.
e-books like kindle and listen to songs on ipod.
DESIGN OF SOUND STUDIO
Graduation Project (Duration 6 months) Figments. Inc, India
To design a signature look for a sound design studio. The client is a sound designer, who designs sound for mainstream Hindi cinema. The sound studio shall serve for expansion of his business. The space is intended to be a functional and ergonomically designed place to work, and an awe inspiring place for the clients to come. The clients include big production houses, hence needs to be a premium looking space. The design would also require key and signature furniture to be designed.
Site: Andheri, Mumbai Area: 492 sq.ft
Client Profile
Existing Plan
work
Sound engineer Sound design
Graduate -FTII pune
Boby John
Prathibha Studio
Lives in Mumbai
work work
Operates out of a small apartment right now
Redefined Brief Apart from meeting the functional and technical requirements, the main focus should be on creating an Experiential
space.
The experience would be created using the following aspects: • • • • •
Light Lightness Form Material Scale
Final Plan MoodBoards
Entrance Door: Door Handle in form of Logo
Galleria : Display of work -Movie posters Contemporary LookWhite space with Fuscia pink colour of client’s logo is used.
Galleria : Display of work -Movie posters
Abstract representation of Sound waves on walls-forming display of work-movie posters,CD racks.
Mezzanine Floor: Recreation area, Relaxing / Viewing lounge
Space views
Sound Design Studio: 7.1 Dolby System Pitch Dark studio where sound engineer will see only sound.. Customised furniture designed in minimalistic way..
Toilet and Pantry Black and White compactes to go with the comtemporary style of design.
Prototype
Signature Chair and Side table
BAMBOO EXPLORATION Bamboo Curtain Worked as a volunteer at Bamboo Research Center, Auroville, Chennai, India. I explored bamboo to make various products like jewelley, partition curtain. I designed a unique windchime which became center of attraction in the Bamboo Store. I taught the local women basic design principles to help them make better products.
Bells made from local seeds, bamboo, paper balls
WIND CHIME- Bells, Bamboo sticks
Pendants
Bangles
Pendants Pendants and Paper weight
Bangle Set
Sem 4 (Duration 4weeks)
Working with local women- teaching them design principles, colour theory. Learnt the art of making Bamboo Jewellery from these skilled women.
FURNITURE DESIGN FOR RESTAURANT
Sem 6- (Duration4 Weeks) MIT Institute of Design, India
Design Brief:
Redefined Brief:
• Designing furniture for restaurant located on MG road,Pune. • Furniture should reflect ethnic Maharashtrian style.
• Design should not only look traditional, but it should also give experience of that era. • Furniture should accomodate Indian posture-seating with crossed legs.
• Working intermediate seating height between western seating ht(chair ht),and Indian seating (seating on floor).
Traditional Indian Seating
Intermediate Seating
Western Seating
Kelkar Museum,Pune: Study of traditional Maharashtrian furniture & architecture
Ergonomics Study
(Note:classroom project)
Prototype
Seating arrangement in a restaurant
• Convenient for people with different heights. • Accomodates various seating postures.
1:1 Scale prototype
Seating style
Indian seating style - folded legs
SIMPLE FURNITURE DESIGN
Sem 5 (Duration-4 weeks) MIT Institute of Design, India
Design Brief: • To design study table(domestic use) for children of age group 6-10 yrs.
Study of existing furniture used-Visits to families
Do Not like to sit in one place
Compare things with friends
Scribbling on walls
Hiding
Stubborn
Study
Children Nature &Behaviour
Naughty
Play toys
Curious-Opening things BehaviourActive,running,jumping
Collecting Anthropometric data: • A grid of 5ft x 5ft was made and actual measurements were taken.
Requirements/needs: • • • • •
Spacious work surface. Soft board,storage unit for books. Confortable leg room. Form:Interactive,visually appealing,playful. Colourful (Note:classroom project)
• Bent ply/Flexi ply • Cut out and scooped handles
• • • •
Knock-down bookshelf Simplified form Attractive colours Functional playful furniture Seats with storage
SYSTEM DESIGN Design Brief:
• Redesigning Furniture for MIT Institute of Design. • Redesigning Studio Furniture for • (Product Design, ISED, Graphics, RE, Transport design Studios) discipline studios. • The workstation should facilitate individual work and group work. • It should have immediate storage facility (for basic stationery,A3 sheets,laptop etc), • Display surface to make working atmosphere more convenient. • Wire management system which facilitates efficient use of space.
Sem 8 (Duration - 6 weeks) MIT Institute of Design, India
Table Frame-knock down-flat pack • Ease of transportation • Ease of manufacturing
Knock down Storage unit • Ease of transportation • Ease of manufacturing
Discipline wise colour coding • VIBGYOR scheme
• Every discipline gets an identity • Furniture categorised • Ease of maintainence and keeping records
Prototype 1:1 scale
Table frame components
Corner Detail
Dismantalable Flatpack Ease of manufacturing
SYSTEM DESIGN
COLOUR
Solarization:
Sem 2 (Duration - 3 weeks) MIT Institute of Design, India
Pixelation:
FORM STUDIES Form Development
Radii manupulation
Strip form transition
SKETCHING
Sem 2 (Duration - 4 weeks) MIT Institute of Design, India
Freehand- isometry
Freehand- human anatomy
Capturing Toronto moments through sketches.. Keep following !!
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