Logo for Indian fashion designer Abhishek Gupta. The mark is inspired from the designer’s work which consists of a lot of handwork and traditional Indian weaving techniques mixed with modern designs. Also serving as inspiration is the interior of the store that is replete with a lot of fine line work of metal exuding a minimal and classy look. The interwoven letters of the modified typeface stands apart in the crowd of straight, untouched and uppercase type-based fashion labels.
The India Shelter Finance Corporation (ISFC) is a fairly new micro finance company in India. Their main aim is to provide loans to people from the unorganized sector of the Indian economy (which is fairly large). The loans were to help them build new homes for themselves or extend their existing homes with new constructions.
The unique feature of this sector is that most of the people do not have formal papers of employment or a regular paycheck even though they may be engaged in some profession or the other. What makes communicating to them more challenging is that most of them are illiterate or barely educated. They do not usually read newspapers and most of the alphabet that they can read is their own vernacular or Latin numbers. The brief given to Green Goose Design for the branding was simple- it had to communicate to this section of professionals that this was a company that gives loans to make houses and all promotional material had to ingrain this idea in as little time as possible.
The bricks placed on top of each other in an ascending order denotes the act of constructing, giving the whole logo dynamism while keeping it recognizable and familiar. The red dot signifies the “bindi” that most Indian women wear, hinting at the power of the Indian woman in the house in making decisions regarding loans and other money matters. The Hindi version of the logo is referred to as the “customer facing identity” and is the logo that is mostly used for all promotional purposes. All promotions depend on very few words, simple layout and to-the-point marketing. Building brand recognition compliments the process of building trust among the people with their services.
Pau Wow is the shoe label by designer Pia Pauro. Designed to be elegant party wear with the sensibility of Boho chic, her shoes carry her personality prominently. The logo accentuates the whimsical nature of the brand by using type that is intertwined with a shoe that characterizes the boldness of the entire line on offer.
Campaign concept for a e-waste recycling firm in India. The campaign was a B2B exercise to create awareness of the recycling services provided by Attero by highlighting the monumentality of the problem and possibilities borne out of it. Also important to highlight was the idea of recycling e-waste as a positive process rather than a “negative” or subtractive one.
Rock A Bella launched in November 2010 in New Delhi. A boutique promoting bohemian chic fashion so the branding had to be feminine yet quirky- from the logo to the shopping bags to the bill book.
Rock A Bella, a new fashion boutique, catering to the fashionable ‘young’ women of New Delhi, opened up recently. Through Green Goose studio, I did the branding and all further applications. The store reflects the vision of its owner who has a taste for the vintage and the bohemian- chic with a bit of edge and mildly whimsical at the same time. The entire branding exercise included package design, indulgent illustrations and quirky combinations to bring the whole thing alive.
Collateral includes the usual suspects- business cards, letterheads, envelopes, folders, stickers, cd labels, cd covers, shopping bags, garment bags, hang tags, labels, coasters, bill-books, etc. Watch this space for update on more pictures and other related stuff.
Calendar designed as a promotion for a non-profit animal shelter, Jeevashram, in Delhi, India. For faster and cheaper production, the calendar is designed to be printed digitally on A3/tabloid size sheets back to back, stacked, folded and stapled in the center with a hole punched through all the sheets.
A lot of animal pictures were taken and I will be doing a round of special editions for 2011 as well- so order one today. You can order even for middle of the year e.g. July 2011 to June 2012, if you like! All proceeds to go to the shelter. Check out Jeevashram here.
All photography by Amrita J. Singh
These graphic illustrations were developed for a upcoming mall in Mumbai that is billed as the largest mall in India till date. Spanning more than a kilometer of space on each floor, there are 7 atriums in between various sections VADS, a interior design firm, was assigned the job of developing way finding signage and developing distinct visual language on these atriums.
I developed many concepts and this was one of them. The atriums would be based on different themes related to Mumbai (e.g. Bollywood, the sea, cricket, monuments etc). The illustration style chosen was bold and distinct that would stand apart from all the other malls. Each atrium was color coded and every floor had a different visual related to the same theme. Apart from standing out, these distinct atriums become part of the way finding process for both, planners and visitors.
Pepsi India’s new tag line for 2010 is “Youngistaan Ka Wow” (The Wow of ‘Youngistaan’, the proverbial land of the young). For their visual language, I introduced a palette of young, bright colors with big and bold typography, unprecedented for Pepsi (and most companies) in India. The new look ties in with the North American campaign by Pepsi with its own distinct local flavor.
The same language has been carried into all applications including a simple yet innovative and interactive lookbook designed to outline the new brand guidelines for 2010. Applications range from posters to websites to massive billboards to special edition products like bowling pins. There were celebrity and product photo-shoots combined with continuous interaction with clients, studio personnel, vendors, printers etc. The look continues to find expression in other campaigns and heralds a new era for Pepsi in India.
Campaign executed in JWT Delhi under creative supervision of Sumati Singh and Soumitra Karnik.
Self promotional postcards cut out of a poster talking about my ideas on branding. The poster cuts up into nine ready-to-mail postcards, each carrying a unique message about branding and corresponds to a related message on the other side (the face of the postcard). The illustration style is very unique and something that I had developed for AT&T while I was working at Interbrand- detailed yet minimal.
Printed with silk-screen and very limited pieces available on request.