Design Graduation Thesis

A unit of KASE, under the Department of Labour and Skills, Government of Kerala

POST GRADUATE DIPLOMA PROGRAMME IN DESIGN

DIPLOMA PROJECT DOCUMENT

PROJECT TITLE: EXPERIENCE DESIGN FOR JATAYU EARTH’S CENTER STUDENT: VARUN K DISCIPLINE: IT Integrated Communication Design YEAR: 2015-18

A unit of KASE, under the Department of Labour and Skills, Government of Kerala

POST GRADUATE DIPLOMA PROGRAMME IN DESIGN

5 Months DURATION: ..........................................................

DIPLOMA PROJECT DOCUMENT A DOCUMENT BY :

VARUN K ................................................................................................................

COURSE :

IICD ................................................................................................................

PROJECT TITLE :

EXPERIENCE DESIGN FOR JATAYU ................................................................................................................

EARTH’S CENTER ................................................................................................................

CLIENT :

JATAYU EARTH’S CENTER ................................................................................................................ ................................................................................................................

PROJECT GUIDE :

RADHIKA PRASAD ................................................................................................................ ................................................................................................................

A unit of KASE, under the Department of Labour and Skills, Government of Kerala

EVALUATION AND JURY PANEL NAME AND SIGNATURE (WITH DATE) OF JURY MEMBERS

JURY MEMBER I:

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JURY CHAIRMAN

JURY MEMBER II:

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JURY MEMBER III:

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PROJECT GUIDE

EXTERNAL MEMBER

JURY MEMBER IV:

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EXTERNAL MEMBER

JURY MEMBER V:

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INTERNAL MEMBER

JURY MEMBER VI:

INTERNAL MEMBER

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Copyright 2017-18.

Student Publication meant for private circulation only. All rights reserved .

P.G. Diploma , IT Integrated Communication Design, 2015-2018, Kerala State Institute of Design.,Kerala,India.

No part of this document must be reproduced in any form in any means without permission from publisher, Varun and Kerala State Institute of Design All illustrations and photographs are copyright 2017-18 by respective organization/ Individual.

Edited and Designed by Name: Varun K E-mail: varunkalpurath@gmail.com Processed at: Kerala State Institute of Design Kerala India www.ksid.ac.in

A Path for Earth’s Center

Project Brief The Jatayu earths center is a tourism project spanning 3kms situated in Chadayamangalam. The project encompasses the Jatayu sculpture, adventure center, wellness center, food center and within the area. The active portion during design project time-line will be adventure center, road to sculpture, corporate office and information center.

Title: Create effective experiences for the users of Jatayu Earth Center Jatayu sculpture and surrounding area is still under construction with change in landscape. The solutions will be focused on the active spaces only. The experience will be in the form of services, signifier and it should cater to all kinds of visitors and staff at jatayu earth center. The services should deliver desired experiences for the visitor and staff.

objective 1.Create a strong identity for jatayu with existing logo and primary colours 2.Develop a narrative for the brand and it’s extensions

The narrative will cover physical and digital spaces related 3. Create concepts and design interactions that connect various attractions of Jatayu earths center 4.Find and develop signifier and accordances for way finding, information display and public interactions.

5. Explore and design brand collaterals to deliver intended experiences throughout JTPL services

Acknowledgement The final outcome of this project required a lot of guidance and assistance from a lot of sincere people and I’m privileged to have their aid throughout the project. It is my pleasure to express my gratitude towards Kerala State Institute of Design and Mr. Rajiv Anchal for giving me an opportunity to work on developing primary design foundations for “ Jatayu Earth’s Center’s Identity, way finding and Information center”.

I respect and thank Mr. Girish PT, Executive Director KSID for allowing me to participate in a challenging venture. I’m extremely thankful to Ms. Radhika Prasad for being patient with my concepts and suggesting improvements throughout the project.

We would like to express our heart full thanks towards the associate faculty (Prof: Leenus LK, Asst Prof: Manu T ) who supported us till the end of this project documentation.

My deepest gratitude to Mr.Sai das and Mr. Ajit Kumar Balaraman for guiding me throughout the project schedule. Also my greatest thanks to Architects, Engineers,staff and artisans of Jatayupara Tourism Pvt.Ltd for helping me with production challenges and deliver it as per requirements. It has been a great learning and a wonderful experience during my time working as an experience designer for Jatayu Earth’s Center.

Finally, i thank my friends and family for providing advice and moral support without which the project would not have been possible.

“ The more informative your advertising, the more persuasive it will be.”

David Ogilvy

Notice: In the documentation, Jatayu Earth’s center is converted to an acronym as JEC. For such recurring words, i will be introducing few acronyms to avoid repetition and for convenience.

CONTENTS Introduction 13 Scope & Timeline 17 Research 19 Theme 29 Colours 37 Form Study 45 Typography 53

Iconography 61 Guidelines 65 Information Center 71 Navigation 119 Adventure Center 129 154 References

Designing Experiences As a communication designer working to create solutions for Jatayu Earth’s Center, my Project was not deeply rooted in graphic design or building a narrative. But it was more focused on providing imminent solutions to which JEC can build on.

Introduction01

Jatayu Earth’s Center

Jatayu Earth’s center is a tourism project spreading across 65 acres of multi-terrain landscape near chadayamangalam town in Kollam district of Kerala. With a vision for an Eco-friendly tourist destination, The project is shaping up as the destination of the world’s largest bird sculpture and a highly diverse bio-diverse ecosystem.

A vision so carefully nurtured, the creative venture of renowned Malayalam film art director and sculptor; Mr.Rajiv anchal, the project have grown past an artistic marvel and transcended to a society’s emotion. The destination also serves as a protective veil to preserve the lush green terrain of chadayamangalam.

The project is nearing it’s completion of the first phase and is simultaneously running construction around the 65 acres of land. Planned to be non-alcoholic, highly secure and accessible, the project also advocates a responsible tourism bringing locale people and public to contribute to afforestation and conservation of chadayamnagalm vegetation.

14 | Introduction

The head of Jatayu sculpture

Many areas adjacent to chadayamangalam have been lost to mining changing the hilly landscape to flatlands. The project is a solution to prevent the land from taken over by stone mining.

The “Jatayu” is a mythical bird from Indian mythology “Ramayana”; the

heroic tale of Prince Ram. By his virtue, Ram was exiled in the dhandakaranya forest where he met Jatayu. It was the guardian all living things of the region.

But sita, prince’s wife was abducted the demon king “ Raavan”. The guardian bird fought valiantly against the demon king to recover sita, but one of his

wing were cut off. The bird fell to the ground which later came to be known as “Jatayumangalam” . It held it’s life to tell the direction where “Raavan” took Sita to the prince Ram. Jatayu is a great symbol of gallantry and Mr. Rajiv anchal wants to highlight it through his sculpture. The “ jatayumangalam” later

became Chadayamangalam. Ramayana is famous for it’s references to many locations in India which later became pilgrimage destination. A temple is built close to sculpture paying homage to Prince Ram, his friend Hanuman and Jatayu.

Apart from it’s mythical history and nature preservation, the project is divided into four tourist locations named after each hill it occupies.

1. Jatayu Sculpture hill 2. Adventure rock hill/ Adventure center 3. Elephant Rock hill / camping site 4. Kitchen rock hill Wellness center

The adventure center is an outdoor activity spaces with group activities .From rock climbing, rappelling, archery, the space have a plethora lf activities to promote adventure tourism with a high regard for safety.

The elephant rock is the proposed site for night camping and event stages.

The wellness center will have siddha rejuvenation centers. It also has a herbal garden with most of it’s parts reserved for forestation. The area is aimed to cultivate the natural therapy and advocate “one with the nature” lifestyle.

The sculpture is 200 feet long, 150 feet wide and 70 feet tall is Mr. Rajiv Anchal depiction of the mythical bird “Jatayu”.

The sculpture has a rock finish adhering to the rock theme given to the project.

The sculpture will have a 3d theatre , a museum and a view from the sculpture’s eye. The sculpture can be accessed through a walkway down hill, a rope-way and through helicopter service.

JEC master layout; JEC archives

Introduction | 15

Scope & Timeline02

Scope & Timeline Scope of the project

schedule and dependencies involved, the design suggestions will be limited to executable solution in near future.

As part of the project, I’ll be handling the currently active areas open to public and area open to public within November 2017.

As there are lots of ambiguity in pending areas and considering the time

The proposed area covers solution to navigation, achieving a brand consistency and developing a base theme.

The solutions will be illustrated on two active operating spaces; namely information center and Jatayu Earth’s center.

18 | Scope & Timeline

The project time-line So main concentration will be deriving a brand theme and depicting them on these active spaces, so as to give a clear picture of JEC brand identity. It is understood that the project is on-going and will be open to lots of interpretations in future. The solution will be focused on building the consistency and open to future interpretations.

The diploma project duration is 6 months starting August 2017 to January 2018.

Research03

“ A great brand is a story that’s never completely told” Scott Bedbury

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

Scott Cook

The rendered image of Jatayu Sculpture 20 | Research

The Location Chadayamangalam is town in Kollam District, According to historical facts, the place was named after the ‘Nedila Paranthaka Nedumchadayan’ who once ruled the area. Another local fact is that the place was named after the mythical bird “ Jatayu”.

There is a temple of Lord Sri Ram, the hero of Ramayana and Avatar of Lord Vishnu as a deity on top of Jatayu hill.

Agriculture as main occupation, the place also houses two industrial estates.

A KSRTC depot is located near town center accommodates local government buses traveling Thiruvananthapuram, Kollam, Kottarakara, Kottayam and North of Kerala.

At a thousand feet above sea level, Chadayamangalam has a lush green geography with small hills and rubber plantations. Another main occupation is the stone mining. The ‘Jatayu’ hills is one of the few which has not been acquired by the quarry. It is local knowledge that the hill came to be planned as tourist destination, so the hill will be preserved.

Chadayamnagalam Research | 21

The JATAYU; the popular word in town The popularity of Jatayu Earth’s Center has earned a lot of fans in the locality.

From local shops to condiments, the name jatayu is everywhere in town.

Some establishments even went a bit further borrowing the sculpture and logo.

The Jatayu Junction Bus stop

The Jatayu chocobites replicated the exact logo of JEC in their chocolates.

The Jatayu Stones Sanitaryware and tile store

Advertisement of Jatayu Homestay

It is the only construction which has been happening for a decade and the people in the locality is very eager to see the finished sculpture. As per local testimony, residents close to Jatayu are very proud of having to live close to such a marvel. They also help out visitors coming to the sculpture.

22 | Research

The Construction The project has been going for a decade. The construction started from geographical survey to building path around the rock. The project aims to preserve rock, so every rock in the landscape is maintained as it is. The road to JEC was under construction from MC road to corporate office and to the sculpture. MC road connects cities Thiruvananthapuram and Kottayam.

Path to JEC corporate office and main entrance, August 2017

The main entrance was closed for public, but gets most of the inquiries. The place is being developed to accommodate visitors of the sculpture and entertaining them. It consists of a ticket area, car parking, luggage counter, rope way and restaurants.

The sculpture is nearing it’s completion exterior part with concreting progressing on interiors. The sculpture is having a rock finish. It is perceived as if the Jatayu was petrified when it fell from the sky. The texture of the sculpture is made to look like a rock adhering to the theme.

Parking site and Rope-way building, August 2017

The jatayu Sculpture, August 2017 Research | 23

JEC , An Identity in Making The Logo

Jatayu Earth’s center had a lot of design overhaul in past few years. The project expansion and the perceived vision changed a few times design to several design changes. The evolution from depiction o sculpture to a more abstract logo gave more meaning to it, but created ambiguity among natives. The name Jatayu Earth’s Center has yet to erase it’s previous name; Jatayu sustainable tourism.

The new logo is said to have inspired from elements related to the location such as sunrise and sunset, related to nature like trees and rocks and celestial bodies sun and moon. It is to say that Jatayu is for a greater cause and the tore encapsulated in a circle to give a feeling and completeness.

The logo is a typographic font customized from “ Angelic war ”by andrew hart. The font is serif - grunge type. Categorized into fancy and Gothic, the usage of font in the

24 | Research

Fig: The Jatayu Earth’s Center current Logo logo is indeed very thought provoking from the designer, Nishant from ALADIN advertising, Dubai.

But the new logo has been a substantial change since the logo is now open to more interpretations. This is an opportunity to use the logo effectively so that public can associate it to a cause or feeling.

Fig: The Jatayu Sustainable tourism

Fig: The Jatayu Nature Park Another variation of Jatayu Sustainable tourism is the Jatayu Nature park logo which added types of services inside the logo. The font also has been changed to a bold one and had been tweaked to a form.

The Jatayupara Tourism logo As one of the old logos, the name is one of the most preferred among employees and local people.

The Branding

top left: Adventure center entrance, left: A rendered image of a Jatayu owned vehicle, top right: ID card of Adventure center, Bottom : Adventure center signage

The JEC branding is inspired from the rocky terrain , sculpture and circles.

The existing guidelines except for the logo placement is only applied to adventure center. As the only running activity, adventure center has retained it’s own set of identity

Research | 25

The Lankawi tourism project is characterized as the oldest islands of Malaysian archipelago with a guardian eagle. It is one of 94 geoparks recognized by UNESCO. Surrounded by rock formations, mangrove forests, teeming wildlife and waterfalls, the islands are famous for it’s archaeological and cultural significance.

Around the World The preservation of a nation’s natural treasure has driven many countries to look up to sustainable tourism solutions. As to create an experience it was necessary to learn which extent each country has went to with their solutions and how they have embedded it to their narrative. Countries like Croatia and Singapore are working on various solutions for sustainable tourism projects. A few examples are

Myths are part of story telling and lankawi has a ‘maiden curse”. The curse of lady mahsuri, wife of the village chief struck lankawi with giant flooding accusing her for adultery. Mystic lakes, supernatural people; lankawi is packed with surprises.

To protect ir;s geoparks, lankawi has strict norms for it’s wildlife preservation.

The Chaya Mountains of China is a national geological park and a AAA level scenic area .The place is famous for strangely shaped stones with an array of peaks,streams,lakes and caves. The place is also called “miniature of central china” having variety of rock formations on a flat terrain. The landscape gave life to chinese classic “journey to the west” inspired from the finely shaped stones of dragons, drunken pig and monkey king. These elements give a great narrative to the Chaya shan.

26 | Research

Jurong Bird park in Singapore is a unique immersive attraction. Tailored to different visitors, the bird park is packed with activities exciting to both birds and people. The Singapore’s first wildlife park and Asia’s largest bird park, With more than four hundred species, it is designed to simulate natural environments and has research and breeding centers committed to learning and conservation of avian species.

Ayers rock ecotourism is a one of a kind project that involves visitors to view the rock in sunrise and sunset.

Embracing cultural values of indigenous people, the visitors are given a glimpse of herbal medicines and traditional culinary. The place also provides hot air and helicopter visits to the rock.

Research | 27

Theme04

The Perception

management and on-site engineers of JEC project.

To understand the Jatayu Earth’s center identity among the firm, i went around asking the staff. It was interesting that many opinions opened up a lot of perspectives people have on the actions of Jatayu.

The Sculpture

beak, feather and wings

The rock

sunset

Morning

Nature

The questionnaire 1. 5 words that describe Jatayu Earth’s Center 2. What does JEC offer?

3.What are Colours associated with JEC? 4. How do you spell Jatayu?

5. How do you reach the sculpture?

6.What do you think about logo?

7.What is the most beautiful time to visit the sculpture?

8.Where do you see the logo the most?

The staff excluded office staff, middle 30 | Theme

According to the Brand identity, the six elements make up the theme of JEC

Interestingly, out of 34 samples; 90% have no clue about the logo, what it is other than it being a logo-mark. 73% associated the colour of sculpture as colour of Jatayu.100% mentioned sunrise and sunset as best time to visit the sculpture.42% thought the closed off way is the fastest way to reach the sculpture. The closed off path is actually accessible making the path question redundant.54% see logo on jatayu office entrance.

The points clearly state that lack of brand elements on the JEC project.

Lack of information is a large key in the circulation of misinformation.

The kitchen rock or the wellness center .The rock formations have caves inside them and can be converted into buildings..The rope way leads to the sculpture.

Theme | 31

strength Energy

Vegetarian

32 | Theme

Theme Content is a necessary thing to translate feeling of JEC project into various ideas. Copy writing just makes it clear.

My explorations on copy-writing the theme of Jatayu.

1. Build a lifestyle. The Jatayu is a land to rejuvenate yourself. Transform yourself into a passionate human who care for the world 2.People used to characterize jungle as something to make children afraid. But it is just a friend that co-exists and care for us.

We should care for our friends of planet. The jatayu offers a way to communicate and embrace the wild.

3.The energy of mountains. A magic source that lead you to see the world better. Breathe in positive vibes of a mythical land a find your inner strengths 4. Create a bold community that embrace nature 5.Discover a better you.

6. Nurturing a healthy community that leran from nature

Theme | 33

Nurturing a healthy community that learn from nature The plan 1.Set a defined Goal 2.Make people interested in the cause 3.Learning should be from doing 4.Create Rituals 5.Create Interaction after visit These are proposed five steps that can develop a society based on ideals of JEC.

34 | Theme

Role play

Example

The JEC project has no existing customers. So to emulate to the give idea, persona method is tried out. Imagining a customer life-cycle out of a persona might provide insight in developing the identity further and if needed , correcting the selected idea.

Person 1

Person 2

Geeta

Reghu

Mother of 2 HR manager, works at logistics firm Lives in trivandrum Busy schedule at home and work Leaves at 8am for work Uses a smartphone , but not too active in social media Cooks breakfast and lunch in the morning. keeps leftovers

Father of single child Business owner Lives in Ernakulam Business starts at 10 and closes at 10 NO official leave, works on sundays Uses whatsapp frequently Have a garden at home.

Consumes non vegetarian food daily

At JEC

Bring the busy and tired crowd together to a source of energy; out into the open world isolated from their worries. The concentration of the crowd is absolute on the project when a group is isolated.

Geeta is sincere to her duties but a closed personality in terms of social group. Likely to visit the space with family or as an office excursion. Can be intimidated by open space and probably “follows the herd�.But because of her occupation is in management, she might be grading the service so she can give her opinion to her social circle.

As a person with flexible lifestyle, he probably has a good social life. As a business owner, he may have a lot of questions for the JEC staff. He might even create a friend circle from the acquaintances

Theme | 35

Colours05

Bringing Rhythm

Primary colour

The JEC project has a set of 4 colours which are from it’s logo and associations. The primary golden is a tint of antique gold derived from the same meaning. The priceless feeling is quite conveyed with the colour.

The other 3 colours are highly contrasting ; green for the adventure center, appetizing orange for food center and earthy brown for the wellness center.

As the project expands, there is a need for introduction a vibrant colourscheme that could broaden the ways of representing the project. Also the main problem is the uniformity of colours across all materials. Bringing in a colour standard as well as a colour palette that rhymes with the primary palette has be explored.

Pantone is a worldwide standard for colour matching and matching a pantone colour with derived colours can solve the consistency in colour reproduction.

Pantone swatches similar to the colours were tried out To introduce variety, harmony and 38 | Theme

#93781f RGB 147/121/31 CMYK 25/35/100/30

Brand Extension colours

#209047 RGB 34/144/71 CMYK 84/19/98/5

#d4642a RGB 213/100/42 CMYK 12/73/97/2

The

#854437 RGB 134/68/55 CMYK 37/76/76/30

subtleness in the colour range. The 5 swatches were selected based on a tolerance level of 16 values. Of the selected 5 swatches, 7754c was more brighter. While printing in digital. the brighter colours looked more vivid than the rest.

105c

105c

4495c

119c

7754c

original

Pantone swatches similar to primary colour

Similarly a pantone swatch was made for rest of brand colours.

7739c

7578c

7581c

comparison of the palettes

The new pantone colours in comparison with old colour palette. Newer ones to the left

Theme | 39

Finding New Palette The new colour palette is aimed to bring harmony and subtleness to the identity. TO find harmony is to look into the nature and it was all around the project. I started by looking at various locations of the project. The Jatayu sculpture has a rock texture inspired from the the texture of rock formations nearby. Likewise, harmonious colourscheme can be developed from the surrounding of the sculpture.

Rock textures

Sunrise and sunset 40 | Theme

Landscape

Option 1 Inspired from the location, a list of colours were selected. The selection was based on the similarity of the colours with the colours assigned for logo.

The option 1 is more warm palette to match with the pantone color.

Theme | 41

Option 2

A set of 3 colours were selected from each of the 3 topics of inspiration. The colour values selected to match the subtleness of the theme.

selected

The shade of black was taken from the sculpture PANTONE RGB CMYK Websafe

7742c 73/119/59 74/32/96/19 #48763a

7567c 140/83/46 33/47/89/26 #8b532a

PERCENTAGE PANTONE RGB CMYK Websafe

63% of black 418c 82/83/73 62/54/64/36 #525249

white

42 | Theme

468c 224/202/163 12/18/38/0 #dfc9a2

The colours have to compliment the logo and when it is put in background , the logo shouldn’t feel less contrasting. With the new set of secondary colours, the colour palette of Jatayu is in harmony and feels more earthy to the core.

The logo is more prominent when it is placed on top of the colours.

Theme | 43

Form Study06

Form Studies Developing on the theme, the stories materialize through objects. The materializations works with the introduction of form. It provides meaning, visual balance and emotion to the design.

Deriving a form for a vast project like JEC requires a deep understanding of the concept and put that essence into a shape that will translate the meaning. The project was evolved from the vision of it’s founder Mr.rajiv Anchal.

The magnificent bird sculpture itself has become an icon of the project. It has become a symbol for both locals and the rest of the world identify. So my form studies took the sculpture as an inspiration.

46 | Theme

form Sketches inspired from feathers Theme | 47

48 | Theme

Theme | 49

selected form The from selected have to be simple enough to reproduce into many sizes and it should feel like a part of the sculpture. After refining the sketches, a shape was derived.

The project is of artistic value and an simplified shape of a feather can be translated as part of a great vision, and these forms collectively becomes wings that takes the project to the skies. The circle has always been part of the project. It symbolize the wholeness, earth, eye and simplicity. The shape was derived from the eye.

feather and circle

50 | Theme

Theme | 51

Typography07

Giving Character A font that hold the character of jatayu was needed to present it in words. The logo uses Angelic warfare font which has a grotesque and textured appearance.

_ É ~ â =~Cï=ë Åä

Rounded edges

Stability from the rocks The “J” needs to be very prominent in the text. To concentrate on consistency, i would like to suggest only one font for the identity.

Considering digital and print, The font needs ample spacing with right set of stability to hold that “brave and strong” feeling.

54 | Theme

Option 1

Lato Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Lato Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= LatoThin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Strongest of the three and the J is highly prominent.

Theme | 55

Option 2

Colaborate Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Colaborate Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Colaborate Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-=

The most legible font of the lot, the font is a bit casual yet formal which can be very versatile.

56 | Theme

Option 3

Assistant Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Assistant Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= Assistant Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*()_+-= The font is elegant and is thickly packed than other two. It has 6 weights enough to give contrast, clarity and creating interest to readers.

The Typeface selected for Jatayu Earth Center is colaborate. The font is condensed, bold and edgy and was adopted to match jatayu’s identity.

COLABORATE BOLD for headings

COLABORATE REGULAR for sub headings

COLABORATE THIN for main content

for readability, the main content must not be reduced less than 9pt. When in lack of space use -25 tracking.

58 | Theme

COLABORATE LIGHT for accented text, references, quote

samples: jatayu earth’s center 6pt

jatayu earth’s center 8pt

jatayu earth’s center 9pt

jatayu earth’s center 12pt

jatayu earth’s center 16pt

In future, when necessary consistency is achieved, new set of fonts should be experimented on to bring more emotion to the corresponding theme. It will be imperative, when brand associations of Jatayu takes shape.

In case of embossing/engraving on material except paper, use

COLABORATE BOLD If a contrast is needed, use the font hierarchy given above.

We collaborate; because working together is better.

Theme | 59

Iconography08

Explorations A set of human icons were sketches out taking theme related to Rock, curves, strength, bold etc

62 | Theme

The Selected Iconongraphy was developed fom basic shapes. The variety of operations the icons need to convey gave tight constraints on giving a theme. But the basic shape had a linear-block style covered in circles.

Theme | 63

Guidelines09

Reaching consistency A sound foundation is built on a set of rules which is agreed upon. The rules that is developed from the set of insights collected and Iterations tried out before, a strong guidelines can beset forth to achieve consistency.

A brand guideline draws out do’s and don’ts for a brand identity. The theme requires the JEC project to be subtle, caring and earthy. The colours, type, form all come together to bring that emotions out. It also brings visual balance

The logos lose the prominence when placed in colours having more contrast.

The logo The logo is primary part of the project and it should be prominent when placed in brand collateral. It is important to keep the identity of the logo. The logo should not be placed in any colour other than pantone 7754c ( colour of logo) and tints and shades of white and black.

Allowed logo variations ( Monochrome and Inverted colour) 66 | Theme

Allowed Versions of logo

The Logo Jatayupara Adventure tourism Pvt. Ltd.

Jatayu Earth’s Center chadayamangalam, Kollam, Kerala - 691534

while using the company name, use the adventure center green for the accent.

The extensions can use the logo with text in the given layout.

The Logo with title

JATAYU EARTH’S CENTER

Jatayupara Adventure tourism Pvt. Ltd.

Jatayu Earth’s Center chadayamangalam, Kollam, Kerala - 691534

Allowed variation

Jatayu Earth’s Center

The logo and accompanying text should be left aligned to the document/ graphic The preferred position is top left and bottom left unless the logo becomes part of the graphic.

The font tracking, kerning must not be altered while placing the text with logo.

Theme | 67

jatayu earth’s center The name should not be all lowercase No drop shadow should applied on the logo when placing in the photo.

Jatayu Earth’s Center The name should not be placed under the logo.

The logo should balance on it’s own and it should not lose it’s importance when placed with accompanying text.

Placement of logo is preferable where there are a lot of black/white tone. If the image is have too many red tints or cool colour, place the logo separately in a banner with any 3 colour in primary palette.

68 | Theme

The logo should be placed where there is least amount of clutter.

The logo colour (pantone 7754c), being on the warmer side looks great on photos with warmer tones.

Brand collaterals According to developed brand guidelines, stationery for the corporate office was created.

Theme | 69

Information Center10

The space Exterior Jatayu Earth’s Center is planning a lounge at Hotel hillway, Murukkumon to manage the early visitors and adventure center visitors.

This space will be the first visitors official engagement with the JEC other than digital medium. The space will be the very first area built on the identity created.

The space is named official gateway for JEC and is located on the Fig: Hotel hillway park. The room on ground floor to far right is space allotted for the “ Official Gateway”.

Hotel hillway park is the closest hotel to JEC that offers accommodation, and a space for meetings. The Hotel has been kind enough to allow it’s front space to Jatayu Earth’s Center including the car porch and parking area. The hotel also have a earthy tone aligning to JEC colourscheme.

Fig: Proposed entrance to official gateway, car parking 72 | Hotel Hillway

Interior For future expansion, JEC official gateway interior is named Information center. Although it might find confusing, client insisted to continue with the above mentioned name. The conference room opposite to the hotel Bar restaurant is the alloted Interior space for the official gateway of JEC. The room is painted white with wood veneer strips in between. Most of the space is occupied by the wooden conference table which is going to be moved out. The table also has electrical connections given from the floor, so there will be a hole underneath it. The veneer panel are electrical wire casings, so cannot be removed.

The room has warm and dim lighting

, but morning time has ample lighting with window blinds folded up.

The room has one double door exit which opens to inside. One window can be opened and temperature inside in maintained by air conditioning. The room is having a no-smoking symbol attached to the wall. The window blinds are roman style cloth blinds.

Fig: Proposed door to the right side.

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Fig: measurements of hotel hillway park conference room and the initial 3D layout in sketchup 74 | Hotel Hillway

Activity Mapping The space should be designed for the early visitors of jatayu. It should allocate minimum of 8 people and 2 General executives of Jatayu (GREs). If the visitors are a group. the GREs should have advertising materials to able to convince the users into booking the currently open Adventure Center. If required accommodation, the group should be able to reach out to hotel hillway park.

From the above collected information, a user activity map was created. The engagement with the user starts from the entry to the hotel and user is given a sneak peak of JEC project.

The GREs are alloted by jatayu and the content for advertising is brochures, handouts and JEC video. The condiments and interactions will be handled by the GREs.

My scope in developing the space will be 1. Defining the perimeter 2. Setting the ambiance 3. Introducing Brand identity

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HOTEL ENTRANCE

JATAYU OFFICIAL GATEWAY

8m SIGNAGE

Setting the parameter

P P

restaurant signage board

Electric post

Electric post

Proposed signage locations

image not to scale

Fig: Sketch of the hotel front layout including the road and proposed space for signages to create a perimeter 76 | Hotel Hillway

Setting a perimeter was the first issue.

The parking can occupy 9 vehicles, which is a shared space for hotel and JEC official gateway. The space may require even less signage to be visible for the visitors. But the number might give the feeling that they are inside a space of JEC. The signages positioned at the end of parking and proposed signage at the parking will be visible from outside if they are above 6ft. -

signages, it is understood that signages placed consecutively at a little above human length will be more visible like the highway signages. They can also act as a route to the official gateway.

Fig: View of Hotel hillway park from 300 mtrs away to thiruvananthapuram side.

Visibility The view from Thiruvananthapuram side is blocked by the tree and plants.

The area is very packed. As all the colourscheme is earthy, using the primary colours will provide most contrast. It is also noted that signages placed at the edge will be more visible to outside and can also act as a perimeter inside.

Fig: View from entry.

The large red hotel signage was not visible in daylight. Instead of large Hotel Hillway | 77

The signage The signage should be a form that resemble jatayu form or inspired from the form, so it will be easily identified.

It should be visible day and night. The lettering should be minimal as it will be consecutively placed and repeating lengthy content will be ignored by both drivers and pedestrians. There are two types of signages that goes into the experience.

One that provide direction to visitors and one that establishes the place. The directional signage should be mirrored as both sides will be visible to public. The establishing one should have similar form as directional signage to maintain consistency and harmony.

Fig: Initial sketches of directional signages inspired from wing, beak and claw forms

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Fig: Digital sketches and explorations Hotel Hillway | 81

Fig: Variations of the selected signage design 82 | Hotel Hillway

Dimensions 4ft x 1.16ft(14 inches)

Final Design Inspired from the wings of the sculpture, the form is similar to traditional festival flag of kerala temples. The flag of celebration would be a good narrative for the signage. For visibility and optimum material usage, the dimensions were set to 48 by 14 inches.

Curve Radius :0.65ft 1.16ft(14 inch)

LOGO 0.9ft X 0.9ft

The text size was increased and colour set to 40% of pantone 7754 for the contrast. The letters are written vertical to fit to given space reading from bottom to top.

4 ft 2.65 ft X 0.5 ft

0.5 ft 0.66 ft

Fig: Temple festival flag Hotel Hillway | 83

The main signage To confirm the location of the official gate way, a large signage installation was necessary. To flow with the theme, the design explorations were kept similar to the previous hanging design. The placement of logo, Text and case was experimented to test visibility and legibility. The signage should have ample white space to be clear in distant.

Fig: Digital explorations for the main signage 84 | Hotel Hillway

Work in progress for the main signage at hotel hillway.

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Main signage

8m 1m

86 | Hotel Hillway

1.3 m

Designing Interiors

GRE activities

The visitor flow

1. Visitor interaction 2. Managing visitor records 3. Resting area 4. Keeping handouts 5. Contact corporate office for inquiries 6. Arranging beverages for visitors

The space for information center should give a warm welcome to their guests. .

The interaction should be quick without much confusions. Splitting the activities gave me a clear insight of space requirements. The activities could be divided into 1. Visitor entering lobby 2. Customer interaction 3. Making visitor comfortable 4. Explaining JEC project 5. Introduction to adventure center

Considering the activities and theme of JEC identity, concepts were developed to define the space. The first ideas were created without the consideration of budget or technical constraints and was more focused on bringing the theme in various formats.

Customer activities 1. Inquiry 2. Information 3. Resting area 3. Keeping beverages 4. writing area for paperwork

if customer is not interested; step 8

6. Booking 7. Hotel room booking step 7 only if customer needs accommodation

8. Conclude/ next customer JEC wanted a lounge area where people can be more relaxed than a regular reception. Also, the space should occupy two GREs.

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The GREs position was put on front , so they get noticed of visitor arrival.

Also the position is closer to exit door to hotel to show the way. So considering the proper etiquette, the position was finalized. The visitor resting area requires more space and it was only remaining area with ample space for resting. The opposite wall was left to an exhibit primarily to show the Jatayu craftsmanship or the theme.

Fig: a quick sketch of the space according to user activity. The green path denotes the user movements.

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Sketching out ideas The explorations were tried out by visualizing various forms on nature, JEC theme, rocks, texture of the sculpture, circular forms and wood.

Fig: Initial sketches Hotel Hillway | 89

90 | Hotel Hillway

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92 | Hotel Hillway

Digital models Due to budget constraints, cost effective ideas were further refined and developed into 3d models

The wall element Right: option 1 Hotel Hillway | 93

94 | Hotel Hillway

option 2

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option 3 96 | Hotel Hillway

option 4

option 5

The models were created in sketch up and rendered in V-ray and keyshot.

Various lighting were also experimented to emulate mood of the image.

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98 | Hotel Hillway

Final Model ‘The final model was done as iteration of option one with warm lighting. TV was included to show advertising content. The building is detailed according to the layout of space.

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100 | Hotel Hillway

Production Design is working with constraints.

Even then, when it becomes practical; a lot of factors comes into play. The execution can bring up new challenges to design.

wiring the space was a challenge. As per the interior plan, connections under the tile were sealed off and wall connections were extended to reach the reception table and the element.

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Prototyping A sample prototype was created to understand the material quality and it’s transparency. The material selected was light passing acrylic sheet with a foam board base. The LED heat loss is very less, so the material will not deform. The strip is lit up and the gold foil changes it’s colour to yellow. As the gold colour cannot be achieved if light is passed through it; so an alternative colour close to it’s spectrum is yellow.

The colour sticker is LG light pass gold vinyl sticker used for the prototype.

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The element when lit up only shows lettering in the dark. The reflective version is selected as the shape is visible in the dark.

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view from the completed table bottom: the completed table at the time of furniture assembly.

104 | Hotel Hillway

The furniture was custom made by the 3d model. The model was brought in 3 pieces for easier arrangement. The cushioning increased the dimensions of the final model, but a 10 cm clearance was more than enough to fit it in place.

3D model of furniture with measurements

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106 | Hotel Hillway

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Testing the lighting before installation.

The golden board looks yellow at night due to the material. Also yellow is more prominent at night.

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The element is vinyl sticker stuck on top of a acrylic sheet. The letters are CNC cut resins painted according to the design.

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110 | Hotel Hillway

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112 | Hotel Hillway

The Interior Though, some corrections was done during final production, the entire layout was executed on scheduled time period. The flow was hinted by the visual elements created by furniture and elements used .With an addition of TV, the interaction time was a bit extended.

A similar plant was selected to fill the ambient space.

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114 | Hotel Hillway

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Inaugural day Inauguration photos of the information center. The space was inaugurated by Hon. Tourism Minister Mr. Kadakampally Surendran

116 | Hotel Hillway

The Jatayu Earth’s Center Chairman Mr. Rajiv Anchal explaining the information center to Minister and dignitaries

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Navigation11

The path JEC is constructing a pathway to it’s entrance. Both sides will have logos of Jatayu Earth’s Center, Kerala tourism and Eco Guards ( forest preservation society founded by Sri. Rajiv Anchal ). The path way starts from the Jatayu Junction to 120 | Hotel Hillway

main construction site. The handrail are being installed as of 30.12.17.

Visualization of the handrails

CIETY

N AT U R E

PR

GUARD

SO

E

CO

S

The lampposts near the handrail will have an element representing JEC. The design must direct the visitors to the main entrance.

OT E C TIO N

Installed Logos on Handrails

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The Exterior The exterior lampposts has a portion to place signage of JAtayu . This portion is to act as a direction signage. The design should clearly show the JEC name and it’s proximity with the lamppost. $00 of the mentioned lamppost is going to be installed from Ayoor to Murukkumon near hotel hillway to point visitors to the direction.

So the plan was to gradually provide a visual cue, so guests can easily identify that they are close to JEC

122 | Hotel Hillway

Variations of the design for signage.

Though the 4th design was more legible, JEC chose to go with second model.

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124 | Hotel Hillway

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The placement The above mentioned placement uses proximity of consecutive flags to bring a sense of distance in drivers and pedestrians alike.

The closer the consecutive flags closer they are to a JEC location.

Google map view and proximity placement of the signage. The representation is for understanding the concept and not actual proposed placement.

126 | Hotel Hillway

Interior Signage The interior signage for corporate office need to be professional and simple. The readability is highest priority. Also the office is having changes, so the boards should be easily dismantled.

The design was inspired from the road signage and the golden strip is used here.

The font used is colaborate regular to give room for lengthy departments.

ADMIN & PURCHASE HR

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Adventure Center12

Adventure Center One of the few associations of JEC project, and the only one open to public; The adventure center points a big question at the identity guidelines that i created for the project.

Is it necessary to follow a consistent layout?

Considering the consistent layout of JEC, it was a solution tailored to the entire project. but adventure park was something different. It was more fun loving than sustainable tourism. It puts a healthy human in front of the healthy world; or did it?

130 | Adventure Center

The space The adventure center is planned as group activity, aimed at corporate team building programmes in natural terrain. It is a full day event with different types of hill climbing, archery, shooting, paintball, rope based activities and paintball. It tests the players skill and encourage them to take more risks in a safe environment. With international safety standards in place, the activities are fun filled time for groups of ages between 15 and 60. The activities are more physical oriented and people with severe health problems are not recommended.

Currently, The JAC booking is available online for minimum of 10 people per group.

The activities in jatayu adventure center are

8. Zip line 9. Burma bridge 10. Commando Net 11. Side Joola 12. Bouldering 13. Valley Crossing 14. Jumaring 15. Paint-ball 16. Free climbing 17. Trekking

Archery and shooting area

1. Wall climbing 2. Chimney climbing 3. Rappelling 4. Log walk 5. Vertical ladder 6. Archery 7. Shooting Adventure Center | 131

Talking Spaces An identity is not restricted to a graphic.

It is also, the behavior and feeling of the service provided. To illustrate how the space takes the identity, i moved to adventure center; the current open extension of the JEC project. Most of the activity is outdoors and the space is more defined to implement the design.

The Passage to brefing area/ office The briefing area

The Instruction board

The Inquiry and office The Cloak room

132 | Adventure Center

The Gate

Conference hall

Souvenir shop (closed)

Archery and the path to rappelling and chimney climbing

Food Court

Free climbing

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Toilet

Juice shop

134 | Adventure Center

Zipline

Paintball area

Trekking entry

Observation - A day with Alokin software. pvt. Ltd Adventure center was having visitors on 24.11.17 which was a great opportunity to learn user interaction and to verify the lack of narrative. The guests arrived at 9:15 am. The guest were a team of software professionals from Alokin Software Pvt. Ltd, Technopark, Thiruvananthapuram. The briefing was done in Malayalam, native language.

The speech was spontaneous and was not planned with thiruvananthapuram dialect leading the speech. During the speech, the team and adventure staff was all mixed up during the briefing.

The speech ended with refreshments on 9:20 am. Everyone was moved into the other end of the building. The team Alokin was very interested and ran through the gate.

The spot from the gate to archery was rushed to be able to notice anything.

9:32 am; The staff started teaching the team to wear harness and started to split the team into small groups.

From archery, the entire team split Adventure Center | 135

up to do rappelling, shooting, archery, free climbing. Though the chimney climbing was in the area, proximity of other activities and made it invisible.

The activities started and each teams moved out.

10:00am; The spot for mural and free climbing is noticeable and is passed by every team, so the spot can have a continuation in them. The people loves photography and was asking frequently to take their pictures in action. They were open to candid photographs and frequently inquired if i got any good ones. The signages were totally ignored and most of the guest recognized the spot by the staff standing near activity.

When inquired, none of the guest knew names of the activity they took instead of the obvious archery, climbing and shooting.

12:15pm; The guests completed rappelling and moved to chimney climbing and log walk. Though log walk comes in the next session, the open conference hall provided a passage for it. The team suddenly got packed at the log walk with a few still attempting rappelling and chimney climbing. 2 person even 136 | Adventure Center

The guests waiting for their turn

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there is no penalty for getting hit. Then, the guests went for a “free for all “ match to empty their ammo.

5:35pm; The staff mentioned this was the first team to finish this early. The guests were handed water bottles to drink. The games scheduled to end at 5:30pm, so the guest could be taken to see sunset at 6:15pm. The team went through the trekking quite slowly. Most of them were tired after the activities and took rests in between. It took 50 minutes to reach the sculpture. The location was cloudy, so there was no sunset.

The guests getting ready for paintball went to do side joola breaking the schedule.

cuisine was interesting for the team.

The review was very positive.

2:20pm; the guests were taken out to dinner. The dinner is completely vegetarian. The theme based kerala

3:15pm; The Alokin team rushed through side joola and got to the free climbing session. The zip-line and

138 | Adventure Center

Burma bridge was packed. Then, the race was to the paint-ball. The afternoon session activities concentrated on zipline and paintball. The game ended quickly for the guests. The “ find the flags’ game was too easy to find and

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Behavior Developing behavior is part of designing an experience. Though emotion is a volatile medium, A space could be designed to predict “what people should do inside it?” The adventure center has strict rules that people should obey for safety. In Adventure center, Current interactions happen with each activity.

Which activity appeals more to the audience will be the highlight of the day.

This behavior will not distinguish JAC with other adventure activity destinations. There should be a thought that makes the destination unique.

Story telling is a tried out method to bring uniqueness. According to great playwright Mr. Gustav Freytag, story telling has a sequence.

Exposition, Conflict, Rising action, Climax , Falling action and Resolution.

140 | Adventure Center

If i consider the user interaction of Adventure center, the setting starts with briefing. Conflict; though defined as struggle between the opposing forces, the conflict provides purpose to a story.

Purpose of the space is to provide an adrenaline pumping experience. Rising action is the important part growing from the exposition and building the story to the climax. Climax takes the listeners into turning point and falling action is the moment of the final conclusion and resolution comprises the events.

As the narrative for an interactive experience, The story/ narrative should be flexible and clear and appealing to all masses. Adventure center as a space have a specialty that all users expect a thrilling day and that expectation can be leveraged to develop a narrative style. The activities are ordered,with set of rules to obey and users adhering to rules tends to perform well. This rewarding feature is used in a “specific narrative”.

nature”

“Ritual is a sequence of activities involving gestures, words, and objects, performed in a sequestered place, and performed according to set sequence” - an excerpt from Wikipedia

The outcome can bring uniqueness and impact to the activities. From the point of JEC, the activities nurture a healthy community. The interpretations could be 1.The reward is the health itself. It should be reminded 2. A question? Is it so one sided? Should we give something back?

3. Self learning from nature

Although used very effectively in religion, Advertising uses it to have strong bonding with the users. “Oreo” cookie is an important example of a simple modern ritual. “twist and dunk” ritual that puts the humble cookie between a parent and child sharing happiness.

Such emotional impact is given with a simple task. Connecting such a narrative to the selected theme,

“Nurturing a healthy community that learn from

4. Learning survival instincts from the nature The safety regulations and time of interaction rules out possibility of option 3 and 4. A question always presents a chance to think.

Thus my suggestion is to give something back to the nature that has given the visitors such a wonderful time. A thank you service that may create an impact and is so small to leave out.

The story of the seed The JAC activity area is thought as a forest grown from a single seed.

The seed is both mother and child of a beautiful land which the guest are privileged to visit. This scared land is to be thought of as a thriving ecosystem and it should be kept alive. The responsibility of it is given to every visitor and staff of JAC. The seed grows into a tree, which grows into a forest ; animals and

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birds dwells in them. The story is converted to a ritual were the staff will explain story to visitors. The visitors are asked to water the plants before trekking. so they are helping out a little to the growing life. Also it will be giving an appreciating and parting gift to the land that they previously enjoyed. It is also a simple solution to collect the water containers, so no littering happens while trekking.

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Explorations Different styles were explored to create the map for adventure center. The main objective was to highlight activities and the route, so few explorations were done to look at the change in perspective and elevation.

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References The sketches were not giving artwork a take on direction or landmarks. So instead of tweaking the map, the landmarks were to be given highlight. The locations were sketched out into line drawing . The line thickness varied to give depth to the images. Few details were omitted for reducing clutter in the digital illustration.

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The line drawings were simplified into vector drawings. The basic layout is kept and details were cut out just enough to recognize the symbol. The colour palette has 1 gradient to give shadow ,tints and shades of black , brown and green.

The perspective was also distorted to mimic the view and to fit into the artwork.

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Options for the map with illustrated symbols

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Final design Different versions of background colours were tried out to find the artwork with best readability..The direction and the path were highlighted by dots providing a visual cue. Most of the prominent landscape details were kept as it is to preserve accuracy.

TREKKING

VALLEY CROSSING PAINT BALL FREE CLIMBING BURMA BRIDGE JUMARING SIDE JOOLA COMMANDO NET TOILET CAFE CHIMNEY CLIMBING LOG WALK CONFERENCE HALL VERTICAL LADDER RAPPELING CLIMBING ARCHERY SHOOTING

ENTRANCE

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Iconography The adventure center have it’s own set of adrenaline pumping activities. Unlike the JEC main building, the actions the adventure center have is unique to the terrain. The icons should direct to the activity. The information and instruction given in the signage is ignored by the visitor, so the size of the icon can be increased to make it noticeable. Still it should go with harmony, the theme of JEC and should not stand out much.

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Previous icons for the signage was separate from JEC branding guidelines or colour scheme.

Right: Another directional signage made with wood and acrylic is using different fonts and colour.

The silhouettes were drawn referring training for staff, the guest visit and photos taken during the activities.

Drawing from reference corrected the position of chimney climbing, the posture in archery and log walk.

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Option 1 The illustrated figures from the sketches were too fluid and some figures lacked consistency, the design was iterated to a strong person to give a boldness.

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Iterated Design The pictograms has a similar human figure tweaked into different shapes thus bringing in consistency and more defined.

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Preview

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The Jatayu Adventure Center was the prime example of how an identity can expand from it’s theme. The requirements were different from JEC and it needed to place entertainment and achievement as a main factor. The future expansions will have a change in their target and the identity of each associations will grow from the once consistent layout. The colour palette grew larger. Similarly, there will be an addition in fonts and forms My project tried to bring consistent within my design solutions and the guidelines put forth can be a stepping stone to developing a detailed one for the future.

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References13

Online 1. www.jatayuearthscenter.com 2. www.jatayuadventurecenter.com 3. www.en.wikipedia.org 4. www.birdpark.com.sg 5. www.tripadvisor.in 6. www.pinterest.com 7. www.naturallylangkawi.my 8. www.maps.google.com 9. www.hotelhillwaypark.com/ 10. http://greendestinations.org/ 11. https://naturallylangkawi.my/about-langkawi/ 12. https://www.wrs.com.sg/ 13. www.keralatourism.org/ 14. https://www.smashingmagazine.com/ 15. www.dieline.com 16. http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?_r=3&hp=&pagewanted=all

Print 1. Extraordinary Experiences through Storytelling, Tourism and Events, Queensland 2. “The route we took to Jatayu Earth’s Center”; Identity Manual 3. Kerala Tourism statistics 2016-17 4. Pictograms, Icons & Signs: A Guide to Information Graphics, Rayan Abdullah and Roger Hübner 5. Guidance on our visual identity system, July 2015, Erst & Young 6. Alberta Government Corporate Identity Manual, February 2016 7. Jatayu Earths Center Newsletter 2016

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