Design for Brands
Duration ~ 4 Weeks
Tushar Ghei Semester 7
Jail Noun
A place for the confinement of people accused or convicted of a crime. A system created to keep the law-breakers within a controlled environment till the end of their sentence.
Paradox of Jail Noun
Most criminals after completing their term end up in social isolation. Rejected by society and abandoned by family members with little or no money. No expertise or work experience - reverting back to crime.
only life now is that of crime?
A place for the confinement of people accused or convicted of a crime. A system created to keep the law-breakers within a controlled environment till the end of their sentence.
TJ’s Initiative 1999
“Redefining Life Behind Bars� ...with the objective to engage prison inmates in productive work. The Jail Factory is professionally managed by the prison inmates themselves under the guidance of technical experts & instructors. The prison inmates working in the Factory are provided with wages at the rates decided by the Government of Delhi. Twenty Five percent (25%) of the wages earned by these inmates goes towards the Victim Welfare Fund, which is used to provide compensation to the victims & their families.
The Mission Bringing out the creativity of prison inmates. Providing opportunities of reformation to prison inmates by channelizing their energy towards productive work. Imparting employable vocational skills to the prison inmates to help them in post release rehabilitation. Providing best quality products at very competitive prices to the public, government and private institutions. Providing financial assistance to the victims and their families. Help in making the city crime free by ensuring they are shown the right path during their incarceration.
Rs. 18 crore Annual Turnover
16
exclusive stalls
900
inmates working under TJ’s brand
Sounds just right. What’s the problem here? The initiative has grown many folds since its inception in ‘99. While their annual turnover increased significantly over the years, during my study I realised that majority of their earnings were incurred from government bodies for which it was made mandatory. These included government schools, institutes, dept. of health and education, courts, etc. It was important to understand that a large population (your average college students, working class citizens and potential retired professionals) were not targeted specifically as possible buyers and contributers to this initiative. There have been attempts made by the brand to make their face recognizble by having an online presence and setting up stalls at malls but have not really been able to have their message internalised. I saw this as an opportunity to create a new face with which the entity would now communicate. A face that was confident and proud.
TJ’s clientele
{
Parliament House, New Delhi High Court of Delhi All District Courts of Delhi Department of Education, Government of Delhi Department of Social Welfare, Government of Delhi Industrial Training Institutes (ITIs), Government of Delhi Polytechnic Colleges, Government of Delhi Delhi Secretariat, Government of Delhi
Chief Election Office, Government of Delhi Kendriya Vidyalayas, Delhi Delhi Institute of Functional Imaging, South Extension, New Delhi Chowdhry Brahm Prakash Ayurved Charak Sansthan, Dilli Gate, Delhi Lakshmibai College, New Delhi Directorate General of Home Guard & Civil Defence, Government of Delhi Lady Irwin School, Scindia Marg, New Delhi College of Art, New Delhi Various Corporations & Tribunals
Wait.
Why is Facebook relevant here?
96%
of the urban Indian youth would have joined a social media network by 2010.
500 million
Facebook has over 500 million users and adding more than a 1000 everyday.
Demographics Social media enables you to reach very specific subsets of people based on their personal preferences and interests.
Cost?
It’s way cheaper than advertising in any other form of media.
55 minutes
Average Facebook user spends 55 minutes on it everyday. Imagine what that could do for your brand. *Source - Promotionworld.com
Let’s just ask around first. low
A worksheet to analyses the brand’s assets and how each contributes to the strengths of its image. (presently)
medium
Awareness Emotional connect Distinction Credibility / trust Purchase / motivation *The representation is based on the answers and opinions of 62 randomly selected individuals
high
How can people who make recipes for bombs, make cake?
How can people who make recipes for bombs, make cake?
Even though the system for reformation was in place, the people were still reluctant to accept the concept of a criminal being given opportunities to learn, get educated and eventually work.
‘‘
‘‘
It was going to be hard to challenge such feelings towards the TJ’s brand, feelings that were common to almost all the people I spoke to. A man/ woman convicted of heinous crimes can be up to no good and must be penalized.
Any reform should be based on the idea that a prisoner should not be punished but reformed and made into a good citizen. This objective once accepted, would result in the complete overhauling of the prison system -Pandit Jawahar Lal Nehru in the book ‘Prison Lands’
The brief To reposition The Tihar Jail brand. Targeting a broader audience, focusing more on showcasing the talents and efforts of the inmates with the ambition of making the Tihar Jail brand one that’s celebrated by society.
What
needs to change? The society’s perception of inmates. The initiative needs a new face. A repositioning according to a larger audience. Moreover the entity itself needs to market the quality of the product and the skill/ talent of the inmates rather than motivating sympathetic purchases towards a ‘noble cause’
Why
it needs to? Limited reach/ visibility of the initiative. There is a high dependency on the government for supplies and infrastructure. Not to mention the stigma of jail attached to every product produced. Social acceptability.
Who
benefits? The Jail. Tihar directly benefits from the revenue. Reduces burden on the government for production cost. The Inmates. Money in the form of wages can be earned by the inmates while serving their sentence which could eventually be used to support their families or a new business. The society. By actively contributing to this initiative, the society in a very vague aspect, is helping reduce crime. Getting more people away from a life of crime.
How
Where
does one be part of it? does one connect? Buying the TJ’s products.
Online
Volunteering for a mentoring program.
Promotional events and exhibitions
Supporting the initiative in anyway (online or otherwise) Recruiting responsible talent directly from prison. Attending periodic events and showcases.
Internal
External
{ {
Strengths
Weaknesses
Gainful involvement of inmates.
Limited reach/ active marketing.
Already viable business model.
High dependence on the govt.
Ready availability of man-power.
Stigma attached with the name.
Govt. support.
Production oriented NOT sales.
Wide range of trades and products.
Major buyers are all govt. departments.
Geared for low cost mass production. State of the art manufacturing equipment and efficient processes.
Opportunities
Threats
Getting formal mentoring by established
Social acceptability.
professionals.
Hesitation in participation by
Funding by business houses (SEED funding)
industry professionals
Effective marketing for expansion. Changing name/ image of Tihar Jail from a penitentiary to corrective facility. Social acceptance of inmates.
The Checklist Build Awareness Create emotional connect Convey distinguishing attributes Gain credibility Achieve buyer preference Spread the message
{
Result
Age range
16 - 26
Three Target Audiences
Three different functions
Student - School/ College Low disposable income (marginal/ pocket money income) Regular use of social media Motivated/ influenced my urban trends Word of mouth marketing
27 - 40
Employed - Job/ Freelance High disposable income Motivated by news/ causes/ current events Active consumer Repeat buyer
40 - 60
Businessman/ Retired/ Consultant Maximum disposable income Experienced/ well connected Motivated by news/ causes/ current events Takes keen interest in social causes
*I do not own the rights for the images used above. They are for representation only.
New life
Rehabilitation
Pride Clean
Bold
Powerful Self sufficient
Talent
Opportunity
Support
Visible
Loud Fresh start
Speaking to/of the indiviual. I. The start to a sentence.
The Name Would you like some ‘Tihar Jail biscuits’? Sounds a bit off doesn’t it? If I wanted people to accept and be comfortable with the brand, I needed to get rid of the ‘jail’ experience that was packaged with all their products. The entity needed something bold enough to get noticed yet humble and grounded. It needed to speak about the pride and joy in starting a new life as an individual.
Flexible for any context to be attached. Allows me to tell different stories. Bold. Visible.
making every i count
making every i count
making every i count
Primary
AaBbCc0169 Helvetica Neue Bold
The Schematics Colour and typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
Secondary
AaBbCc0169
PANTONE P 52-7 C
PANTONE P 53-7 C
Droid Serif
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()
A humble clean ‘i am’. Firm and Grounded. The red was primarily chosen for it’s visibility. The aggressive passion and energy.
Usage The dynamic identity would be used in 3 different ways depending on the space and context as shown ahead.
1. Flat Grid Boxes arranged around the form according to the grid would contain words which will help tell stories in different communications.
1. Flat Grid Boxes arranged around the form according to the grid would contain words which will help tell stories in different communications.
2. 3D Square elements would protrude out from the main form at different degrees to establish an information heirarchy in the communication.
2. 3D Square elements would protrude out from the main form at different degrees to establish an information heirarchy in the communication.
2. 3D Square elements would protrude out from the main form at different degrees to establish an information heirarchy in the communication.
3. For merchandise inspired from the products and services at Tihar Jail No.4.
Communication in phases Phase 1
Phase 2
Phase 3
Introduction. Creating curiosity and conversation about the entity.
‘I am’ would get linked to the jail and would be promoted as a Tihar Jail Initiative. Call to action.
Events/ Exhibitions and showcases. Promotion.
#iam starting a dialogue The very first communication talks about a simple hash-tag ‘transforming lives, reducing crime’. Radical, impossible. Just what is required to spark conversation. The initial reaction.
The thing about socialThemedia... reaction “#iam so not interested ”
“#iam so sure this is some publicity stunt”
“Does anyone know what this #iam thing is about?”
“So #iam apparently ‘transforming lives’ doing this?” The purpose of the ‘# phase’ was to initiate conversation. Something as simple as hash-tagging to reduce crime seems absurd, inviting a lot of curious, disinterested and cynical comments. The aim was to get people talking about ‘i am’.
I visualized the visiting cards to be personalised. Having some of the attributes of the person being one face. Every employee/ volunteer/ contributor would get his/ her own personality visiting card. A fun element to start a conversation perhaps.
online
It was interesting to develop the content and visual language for some of the products for the TJ’s Brand. The brand needed to be speak of the initiative yet be friendly. Again my goal here was to have an engaging common visual language for all their products.
“If you change the way you look at things, the things you look at change� -Wayne Dyer Author/Motivational speaker
thank you for your time