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Aditya Damle

Graphic designer, Aditya Damle is inspired by larger than life concepts. His creations are characterised by a flair of mythology, fantasy and science fiction, all inspired by music.


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This issue is focused on, how to design for kids, bundled with articles full of inspirations, advice and unique point-of-views from the veterans of the animation industry, illustrators, photographers, artists and many more. So, order your copy or subscribe, before print copies run out and enjoy reading this issue!

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Beard Design revamps a three decade existence by rebranding Value Research in a distinct design that is interactive by embodying the company’s persona in its office.

Rebranding
Logo

Rebranding
Logo Colour Options

Rebranding
Business Cards

Brief

A brand is made up of everything tangible and intangible to generate a wholesome experience. Its visual identity is an indispensable aspect to communicate the overall message, values and the promise to its consumer.

Rebranding
Book Design

Rebranding
Advertisement Design

Founded in 1990, Value Research is one of the most respected financial data and advisory firms in India. The company approached Beard Design studio to revamp its brand (rebranding) and create a visual asset library that could be applied to the company’s two main laterals: B2B business and Consumer business.

Rebranding
Rebranding

Challenge

Beard Design studio worked closely with Value Research for over six months to create an effective brand strategy and identity design that could be applied to all the collaterals of the company starting with their five-story office in New Delhi.

Rebranding
Space Design

Rebranding
Space Design

Instead of taking a conventional route of pasting graphics on the wall, the design implementation comprised of using mundane elements from the finance domain such as calculators, currency notes and ties as décor objects. Paying attention to every detail, the furniture, signage or space designed acts as an exhibit of the company’s identity.

Space Design

Solution

By creating various visual interests within the office that highlights the brand’s personality, the design successfully embodies the company’s values through its distinct narrative and style.

Some of the main features include: the Bailout Wall in the cafeteria which is a collage of real objects such as the typewriter, radio, shoes, etc. synonymous with its paint, the logo walls which stand out in the elevator bays comprising of the company’s iconic symbol ‘V’ displayed in a grid using different materials and finishes, and even furniture that subtly incorporates the brand’s identity. These elements as a whole make a compelling statement, constructing the essence of the brand piece-by-piece, thereby being the voice of the business to its consumers.


Client: Value Research
Agency: Beard Design
Solution/Expertise: Rebranding and Space Design

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“The idea is getting lost.” “How about a bigger logo?” “I can’t shorten the headline.” These are the often repeated lines in an advertising agency. For an art director, the challenge is to meet all such expectations in a single design. Senior Creative Director Denzil Machado explains how keeping designs minimalist and simple can meet all of these to satisfy both creativity and the brand objective.

Advertising
Cat Paws. When the idea is the visual itself, nothing else is needed.

Advertising
Doggy Paws. Print and Poster Campaign for Sanitol Hand Sanitizers

Leave it to the Audience

Advertising is different from other design areas like graphic designing and illustration. That’s because it’s an integrated communication that involves a union of the idea, visual and words. The idea, no doubt, plays the most important role. And then the art form must compliment it, which is where the challenge lies. The best way is to let the audience decode an idea, helped by a design. That’s when an artwork is able to achieve the objective for the brand, the client and the agency.

Advertising
Bhole Bhandari

Advertising
Bulbul Pandey

Advertising
Komal Kanya

Make Your Visuals Talk

The objective is to do more with less. It’s a great challenge to try and solve a problem visually, without saying much. Especially when you have to say it all, integrating the product, idea, logo, copy, etc., all in one communication. Unlike a film which has the support of a narrative or dialogue, along with music and moving images, visual communication in advertising has to be made powerful on its own. Making intelligent use of colours, motifs and patterns help in doing so keeping it simple and minimalistic is the key. As a great mind once put it, “Simple is beautiful, but it is also most difficult to do something simple.” This is definitely tough, yet the most exciting part of the business.

Slipping Rooster

Slipping Pig

Slipping Goat

Protect the Child Inside You

Usually, during the initial phase of an advertising career, people prefer to be spontaneous. At that raw time, they are primarily driven by instinct. And they just use elements because ‘they felt like it.’ However, after one reaches a certain stage and the game is played on a bigger level, it’s important to get a lot more calculative. It becomes necessary to carefully think through ideas again and maybe once again. It becomes important to ask ‘why am I using this font and not that? Why this colour and texture?’ You need to justify and reason out with everything you use. But the source remains instinct. The trick is to keep the child in you alive.

Reebok Gear

Reebok Gear

Find out the “Aha” Moment

Well, there is no one way to go about design in advertising. Every brief, every page is something different. The variations in the nature of the ideas, clients, brands and target audience enable an art director to experiment with a myriad style of visual expressions. Ranging from traditional Indian to contemporary, the page is all yours. However, the objective is always the same – to make decoding the visual communication an interesting experience for the target audience. Right when your audience connects to your communication and exclaims “aha”, your design meets success.

Tarantula

Lizard. Print and Poster campaign for Hanes Tagless Innerwear

Stop Aping the West

It’s common to spot an art director flipping through the archive or referring to books like One Show, DnAD, etc, for that little push when one is stuck. No doubt, international advertising is inspiring and is doing rather well on the global level, but there is a lot of untapped potential in India, especially when it comes to design. Look locally. Look around. Extract from our incredibly rich and diverse art and culture. There are so many simple yet striking elements that can say so much on their own. There is a high possibility that designs, created using traditional inputs, might not even have crossed the mind of any artist sitting in an agency anywhere in the world. And that’s what makes it unique, utterly Indian.

Poster for India International Jewellery Show, IIJS

Poster for India International Jewellery Show, IIJS

Published in Issue 11

This issue also explored the Jewellery Design & Wedding Photography with some cool techniques to learn from experts in Gyaan section.

 


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They were a fad back in the 70s. They are redefining jewellery design now. Beads are adding contemporary sensibilities to classical thoughts to create jewellery for the women of today. Jewellery designer Riddhika Jesrani tells us how beads play a major role in creating elegant and modern jewellery designs

Statement Orange Day Beaded Necklace

Beads Represent an Evolution.

Women are evolving. They are becoming bolder and are willing to try new things. Fashion-oriented jewellery is one of these. Working with beads makes necklaces look grand and glamorous. How light reflects off faceted beads and makes the wearer shine is inspiring. It’s the attraction towards contemporary designs and materials that women are choosing to wear around their neck rather than traditional pieces. However, it’s important to not make the change look so drastic. That’s why adding some semi-precious stones helps bridge that thinking and strike a balance between the modern and traditional. It’s how vintage stories can be told in a young, contemporary manner.

Jewellery Design
Big Bold Gold Beaded Necklace

Jewellery Design is an Experience.

While designing, one must think about the person wearing it. How do you want her to feel? Once you have the answer to that question, use material, form, texture, and colour to design that feeling in your jewellery. Each piece is a story that can only be expressed with these four key elements. For example, a faceted bead will add a different look in a necklace than a plain red round one. If you’re looking to make the design fun, then just add some felt beads. If you’re working on kids’ collection, keep the colours bright and the textures fun enough for the kids to enjoy.

Jewellery Design
Signature Beaded Happy Buddha Necklace

There is Symmetry in Chaos.

It’s important to first visualise the design, scribble it out if required. Next, think of a colour scheme. Once that’s in place, pick out beads of different shape and size and lay them out. Then start eliminating. In other words, de-clutter. And you’ll realize that in the end, all you’re left with is what you string together. Make sure you take into consideration the colour and size of beads in order to balance your design.

Jewellery Design
Signature Beaded Sunny Yellow Necklace

Signature Beaded Purple Burst Necklace

Jewellery Need not be Serious.

Put some fun in it. Create designs that remind the wearer that it’s not always about being perfect. It’s about enjoying the moment and being comfortable with the way things are. We all know how Indians take their jewellery so seriously. The idea is to get customers to buy a piece because it makes them smile and feel good every time they put it on.

Jewellery Design
Signature Beaded Statement Elephant Necklace

Signature Beaded Disco Necklace

Fashion is Freedom.

Following fashion trends is totally out of fashion. What’s in, is to believe in your own style and follow what makes you comfortable in your skin. It’s this freedom that a jewellery designer must pass on. Treat each piece as an incomplete sentence, with a belief that the story becomes complete only when it is worn. After all, it’s not just about what statement the jewellery piece makes, but also about how the wearer wants to make that statement.

Jewellery Design
Signature Beaded Icy Pearl Necklace

Signature Beaded Fiery Tortoise Necklace

Be Idea-Driven Rather Than Technique Driven.

Because, if the idea is in place you will figure out a way to make it. An idea or a colour scheme can be drawn from anything, anytime. It could be a rainbow you spot while traveling or the unique combination of colours in the food you’re having. Inspiration can ignite anytime and that’s why it’s important to keep your eyes peeled and ears perked up for anything exciting. Don’t worry if you don’t know the technique. It can be learned on the job. Just be original and believe in your creativity and creations.

Jewellery Design
Signature Beaded Pitch Black Necklace

Peacock Frenzy

Published in Issue 11

This issue also explored the Jewellery Design & Wedding Photography with some cool techniques to learn from experts in Gyaan section.

 


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Maxim Shkret is a freelance digital artist with over 10 years of experience in various advertising agencies. His 3D Portraits are the brilliant confluence of realism and surrealism. In each of the work, the subjects are displayed with a high degree of detailing, yet the layered treatment of the form brings in the ethereal and surreal appearance to the work. The crispness and precision cannot be missed. The sharp edges and smooth textures add to the intense mood of each subject.

 

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3D Portraits
3D Portraits
3D Portraits
3D Portraits
3D Portraits
3D Portraits