VelocitaBrand: Work Portfolio - Swiggy by Velocitta India

Velocita is a brand design and communication agency Focused on enabling Businesses create tangible and Sustainable value through the power of branding.

Our Clients

Internal Communication Marketing Communication

Corporate Identity

Index

Packaging

Digital

Enviornment Graphic Design UI/UX Design

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Background Amazon was doing a lot of BTL activations for new sellers registrations. Although new seller registrations do happen, but on an average there was a 21 days lag between registration and launch (i.e. actual selling on the platform). Amazon team eagerly wanted to bring this down.

Strategy: Time to launch is of the essence. If the process from registration to launch could be made hastened, sellers would get onboard faster and thus see sales coming in sooner.

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Concept:

Launch in 60 minutes Tatkal Express a mobile van decked out and ďŹ tted with all the equipment needed to get a seller registered and launched in just 60 minutes.

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We designed the van - outside and inside - to excite attention and incite curiosity. To this end, we designed the wrap of the van’s exteriors with arresting graphics and emblazoned decals and stickers with messages hinting at the superb opportunities that awaited within the van and on Amazon’s platform.

Results

In 17 weeks, Tatkal Express managed to notch up more than 600 seller launches. There is a good jump from weekly launches and registrations prior to the initiative. The launch of Tatkal Express also won conveage from major publications and news channels, like: Economic times, Hindu Business Line, Business Standard, Times of India, Deccan Chronical and UNI India. Confidential | Copyright ÂŠ Velocita Brand Consultants Pvt Ltd

Classic Auto Tubes Ltd New Identity Design

Brief

Eliciting Insights

Help CATL define its own

Multi-level dialogues

unique Identity By:

with client representatives (CEO, Marketing Manager, Plant Heads,   et al) Joint presentation of the process, relevant precedents, and individual roles (client and agency) at a specially convened   seminar

Deriving clear positioning articulating CATL’s vision, mission and value statement establishing brand architecture creating the identity and setting out usage rolling out the new identity before internal and external audiences designing marketing collateral

Vision

“To be the market leader, leveraging superior technology & continuous innovation to enhance customer delight and stakeholders’ profitability.”

Classic Value Drivers

Desired Image

Cutting-edge Technology

Technology driven

Innovative thinking

Innovative

Customer delight

Reliable

Stakeholder profitability

Trustworthy

Sample Moodboard

Rational

Thinking out of the box is what differentiates Classic as a brand; the orange arrow head flows from this positioning; its upward pointing stance reflects a vision of constant and progressive growth. The squarish sans serif font evokes reliability; it also works well across offline and online media purple was chosen, both, for its associations of premiumness, and its high visibility.

Identity in different contexts

SUB-BRAND COMPOSITION

From Global Mgmt. Team Robust domain knowledge, which enables us to assess risk accurately and negotiate settlements swiftly Unparalleled customer service/ experience which has resulted in high customer stickiness Commitment for ethical and unbiased business practices

Strong relationship focus, which gives us the competitive advantage of having reach in several geographies

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From Clients

From Employees

Mixed reactions ranging from ambivalence to outright congratulatory

Company with ethical business practices Technical superiorityâ&#x20AC;&#x201D;across domains

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Where did we start VALUE PROPOSITION (BRAND DRIVERS) -

Domain Expertise Ethical Business Practices Comprehensive Portfolio People Focus

BRAND POSITIONING For companies with complex structures and large to medium scale, who need adequate yet accurate coverage of actual and perceived risks, Global’s proven ability to assess risk neutrally; identify best provider; and negotiate speedy resolution of claims, unlike current players, makes us a brand to be trusted.

BRAND PERSONALITY - Trustworthy - Authoritative - Futuristic

OLD LOGO

NEW LOGO

Visual Theme Concept

Insurance as a sector can be a maze to navigate. Without in-depth domain knowledge, a client can easily lose its way.

We, at Global, play the role of a guide, using our technical expertise and years of experience in each sector to pick a policy—and where necessary, tailor one—to suit our client’s needs.

The maze gives us a lot of shotcut but there’s only one best— often the longest—route to success. This is the route we take. We strongly stand for our ethics and will never compromise them for any business shortcuts.

When Six Sigma went Ninja

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Background In their ongoing bid to improve efficiencies Vodafone wanted employees to take up 6 Sigma certiďŹ cation.

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The Challenge Low turnout and negligible registrations which the team wanted to be improved.

Our Findings A 2-day, on-the-ground employee interview research eﬀorts turned up the following insights: s Low awareness about 6 Sigma s Ambiguity about beneﬁts to employee s Lack of understanding of career impact Confidential | Copyright © Velocita Brand Consultants Pvt Ltd

Our Solution: Ninja Attack The various USPs of a 6 Sigma certification, was communicated through life sized cutouts of ninjas in various poses. For eg. Ninja fighting negative elements, this denoted that 6 Sigma certification help you eliminate waste and redundant activities from the overall project. These cut outs were strategically placed so as to generate maximum attention and interaction Captions beneath each cutout, explained the positives of the certification, in a smart and fun way.

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Results s Certification enquiries and registration went up significantly s Selfies with ninjas went viral s Ninja memes took over Vodafone's intranet

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Borkars Group New Identity Design

Borkars Group is an eminent conglomerate based in Goa, India. The groupâ&#x20AC;&#x2122;s businesses span diverse industry categories, from corrugated boxes to construction. The name owns an enviable bond of trust that extends across generations of customers. The groupâ&#x20AC;&#x2122;s organic growth over the decades had resulted in a bewildering variety of designs and styles.

Brief

Help Borkars consolidate their brand and unify their messaging to leverage the advantage of being an eminent conglomerate by establishing their brand architecture & create the identity for all their businesses.

Eliciting Insights

Mutil level dialogues with internal stakeholders - founders, senior management ,employees & external – customers, B2B customers , general residents & vendors by having one on sessions with them.

Key Findings

• Owners/Mgmt: Wholly Invested in the Borkars name • Proud of their 100 year legacy • Employees: job satisfaction & security… enjoy a degree of recognition that comes from working for a recognized brand • Multiple Businesses named Borkars has led to confusion regd. Ownership • Customers trust the brand • Good recall; Borkars name familiar to general public

Rational

The stylized signature symbolizing the brandâ&#x20AC;&#x2122;s promise & gives shape to the customer-trust they had built over the years.

SUB-BRAND COMPOSITION

The brand architecture was designed to allow each new business to leverage the brands equity & make it distinctive while being united with the mother brand. Each disparate SBU within the group to use the same design, with The logo colour changing according to the SBU category

Inspiration

From Cartons—a primary product of Borkars’ Corrugated Boxes---came the Square

The Square simplified gave us the Triangle… and our design inspiration

Triangles represent equilibrium, and growth. Multiple triangles create new shapes, while retaining the characteristics of each piece. As Borkars many businesses so successfully did.

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Story So Far.... Capgemini has policies and protocols to help employees deal with every situation. They also have thousands of employees—many of them new joinees. The policies, in great detail, have always been housed on the company's intranet. But getting everyone to visit the site to understand, imbibe and propagate the company's culture was proving to be a challenge—and there was no existing policy to handle it! Confidential | Copyright © Velocita Brand Consultants Pvt Ltd

Creative Strategy We designed a two-phased campaign to excite curiosity and sustain interest long enough for employees to learn about the policies and the many benefits they offered. The policies were originally merely a collection of documents The first step of our campaign was to give shape and weight to the compilation of policies—by creating an identity. Presenting:

The next step was to propagate the existence of the Hub. Campaign Inspiration: It is only their absence that makes us notice many basic conveniences that we take for granted

Phase 1 Communications highlighting the consequences of speciﬁc actions. Each design was strategically placed in locations that were most relevant. Thus: Bus stand where employees waited to catch their ride home: What if nobody stood in line?

What if this bus didn’t arrive on time?

Phase 1: Teasers

Phase 1: Reveal

Guidelines and rules exist in our daily life but they are beautifully invisible. We only notice them when they are not adhered to. Life can be really chaotic without them.

Similarly, there are policies at Capgemini that are meant to make your work life more efďŹ cient and simpler.

Launching

Policy Hub

POLICIES + YOU

An initiative to know our policies better. Visit KM2.0 to know more about these policies

CAPGEMINI

Phase 2 We designed creatives that matched brief, impactful and relevant messaging with visually appealing designs. Each set of creatives informed employees about speciďŹ c policy categories, with a link to details on the intranet.

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Viewer-friendly screensavers shared highlights of speciďŹ c sections in an engaging and easy-to-understand manner Each week, a new set of policies was highlighted.

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Results Traffic to the PolicyHub section of the intranet jumped by over 700% More telling, HR executives reported receiving personal thank you emails from new employees who were unaware of specific benefits the company provided.

Story So Far.... MasterCard's merger with Pune (India) based ElectraCard gave it a number of strengths, but it also created a small divide in work-culture, especially for the earlier company's employees who were used to a more start-up type roughand-ready work environment.

Bridging this gap without ruﬄing feathers called for ﬁnesse.

Creative Strategy

A campaign designed to engage enough to address a diverse and fairly large list of issues through:

Humour

Relevant

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Scalable

Creative Construct We created a couple of anthropomorphic characters, positioned as colleagues, from whom one would be willing to take tough advice without taking personally. The euphonious Ms. Etty Kit donned the mantle of adviser on all matters social and Mr. S. E. Curity dispensed advice on work-place security.

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Phase 1 Introduced the characters through a variety of media to make them familiar and their central message recognizable.

I am coming soon to meet you!!

Mr. S. E. Curity

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Phase 2 The circulation of emailers/posters each addressing a speciﬁc issue; these ranged from basic items like switching oﬀ lights to managing password safety.

Complementary Activations The campaign also included parallel initiatives, for example: a fun on-line quiz that urged employees to map their social skills / security awareness on a Be Brilliant scale

Those scoring in the highest percentile to be awarded a small memento, e.g. lapel pin or mock digital certiďŹ cate as a screen saver.

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We make promises that we keep. If you are not sure of what we can do for your business, do contact us as we love inspiring collaborations. We'd love to hear from you.

www.VelocitaBrand.com

601, 602 Ramsukh House, Ganeshkhind Road, Near Sancheti Hospital, Shivajinagar, Pune - 411 005. Maharashtra, India.

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+91 937 100 6878 Samarth@VelocitaGroup.com