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Adaar shares how understanding the contribution and significance of various aspects such as subject matter and the passion behind the designing process can help gain clarity from conceptualisation to execution.

Passion Behind Communication Matters

CG. What do you feel forms the basis of your motion graphics work?

Adaar. The subject matter at hand and the passion behind communicating the same are what we really focus on – if we connect to it personally, magic happens. So, that’s what we consider as the basis of the kind of work we take on and how we execute it.

CG. What is the contribution of colours in motion graphics, and how do you apply them?

Adaar. Colours speak for themselves and always enhances the mood and effect of what is being conveyed. They are very essential to make an impression and convey the feel of what is being communicated, like red for appetite and yellow for joy. It contributes a great deal without saying or doing much – that’s the beauty
of it.

CG. What is your process of choosing the right colours and achieving the right tone and contrast in them?

Adaar. Colours enhance life around us by telling us volumes of any mental process. It has its influences on human emotions, more than one can imagine. So, the impact of the subject matter on the target group is the chief driving force behind choosing the right colour. The nature of the colour chosen and how it is applied to a certain piece of work shall determine its effect on the audience’s and in turn its response to
the work.

CG. How do you determine aspects such as the apt proportion, balance, symmetry and the likes?

Adaar. Passion for work done and experience allows one to gauge minute details over time. The drive to get things perfect and the effective delegation of work determines the details for us. That’s the process and approach we keenly follow.

CG. How do you feel symbolism, concept and the likes contribute to the communication in a motion graphic?

Adaar. The objective behind a symbol is to make a quick memory shot without forsaking the meaning of what it represents. A symbol can influence visual perception by connecting the viewer or client to the core driving ideology of the company at hand. The use of symbolism and its comprehension is very subjective. Different people can perceive it in rather diverse ways. We believe it must convey the direct idea at hand in the simplest way that ensures a quick comprehension.

CG. What is your advice to others practicing your style of design?

Adaar. Observation is the key. It can open up your senses and perception to a whole new and wide range of aspects that you might not have conceived earlier. Likewise, there are so many styles. Refer to them; in fact, refer to as much and as many as you can, as that is what keeps you growing. And, keep updated – with current technologies, contemporary needs and situations, ideas, designers & artists and so on.

Passion Behind Communication Matters

CG. What do you feel is the future of motion graphics towards which it is heading?

Adaar. Scope of motion graphics is massive in the field of advertising, gaming and immersive technology, and it is evolving like anything. We are very happy that clients are approaching for innovative and quality motion graphics projects. We see a bright future ahead of us, and are quite excited to see what it holds.

Issue 40

Published in Issue 40

We all have favourite TV shows and we passionately discuss the stories and characters of it. But sometimes, we tend to ignore the channel and its branding. Now with many different channels to choose from, we are experiencing many new branding overhauls to grab the audience’s attention. In this issue, we focused on Motion Graphics design and people behind some awesome channel rebrandings. If you are interested in moving design or animated content then this issue is a must-read for you!


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Neha Kamath is a Mumbai-based Visual/Lettering artist who creates beautiful lettering pieces and sometimes even animates them.

 

Neha is a frequent contributor to the “36 days of type” showcase. One of her submissions sourced from a variety of textures and materials, like flowers, Lego, chocolate etc., connected to a word to create vibrant and visually captivating pieces. The concepts, while relatable, keep you engaged due to their interesting execution.

 

Another set used only paper cut-outs and origami-like folds to depict the letters and numbers artistically. Combined with some well-planned lighting to define the shapes creates a calming and beautiful series from Neha’s vision.

 

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Art is an expression of yourself, whether you work with a team or not, design is all about putting yourself out there. Thinking creatively, acting spontaneously and satisfying a wide spectrum is what Abhishek Sawant does and urges others to do. Here he talks on how to be part of a team while still maintaining own core self.

Design by Abhishek Sawant

Working in a team

Artists are best known for working alone; the brooding, silent type. However the same does not stand true for Abhishek Sawant who knows exactly how to be part of a group in order to deliver an innovative product. He believes that working individually allows the creative juices to flow, however working in an open board design environment promotes healthy competition, eventually leading to the evolution of design sensibility.

Design by Abhishek Sawant
An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

Design by Abhishek Sawant
An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

How can you make it?

Art is an expression of yourself; what you feel when you see a gorgeous sunset over the horizon or the inspiration from the world around us. Don’t lower your expectations or under-estimate your calibre, for nobody knows what goes on within the head of the designer; all they understand is what comes out on paper. What will make you click is subject to individuality and Abhishek finds his way when he travels or discovers a solution in scribbles on blank sheets of paper. He urges you to be yourself; as that is something nobody can take away from you.

Design by Abhishek Sawant
Dark humour used to depict the effect of thick soup.
Design by Abhishek Sawant
Dark humour used to depict the effect of thick soup.

Now, don’t lose yourself along the way

At one point in life everyone is faced with the doubt, ‘What can I follow in order to succeed?’ The answer is simple and it comes from within. There are no shortcuts to succeeding as an artist; all you have to do is be true to yourself and not bend before client briefs. Use them as a guideline but never lose yourself in the process. Detailed or minimalistic, enhanced human expressions or subtlety, monochromes or vivid hues; all of the basic design principles guide you and ultimately shape your work. Accolades will come and go; clients will do the same you have to live on with your brand identity so work on that first, others are sure to follow on.

The cool ones are invited to the Bombay Times after hour party.

Advert for the popular brand Airtel celebrating the friendship.

Make the group succeed

A team is as strong as the weakest link. While everyone is sure to put their best foot forward, the real challenge is to make everyone overcome the obstacles together and reach a point where the group and the client both are happy. Learning how to work with and for others can be what makes or breaks you, as individually brilliant artists also have to gel with others at some point in order to achieve their goals. Enthusiastic artists bursting with passion make confident partners who win Abbys.

Innovative Dietician Visiting Card
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Last few years, India has seen a steady rise in design consulting needs from new mushrooming businesses, commonly referred as ‘Startups’. These are not necessarily the love child of newbies but also some industry veterans or serial entrepreneurs taking on new business challenges, who understands the importance of design. Here, Ashish Deshpande explains the pros & cons of designing for startups.

startup
ASAP. CIIE-IIM-A incubated Bangaluru startup that created this “on the go” snack, design helped strategise and communicate a differentiating visual story. Pic by Elephant

A motivating enterprise environment in India, propelled by several industry & government initiatives has helped create a breed of entrepreneurs high on enthusiasm, technology savvy and willing to take the risk on new product service formats. Design is playing a crucial role in their journey as well as successes and there is increasing acceptance to the use of design in building a resounding brand & quality of product or service application. Paper boat is great example of a recent startup success story where one can observe design playing a key role. However, working with startups has its own unique hiccups and thrills.

startup
Paperboat. A memory drinks based startup where design added emotive value to the brand, identity, language, pack form function. Pic by Elephant

• CHALLENGES WITH STARTUPS

1. Multi-role Involvement

Let’s face it! Startups are ultra lean. Aligning business & technology solutions to a consumer-focused approach needs to be done at multiple levels. Since most startups, unlike the well-established corporate world, cannot afford multiple experts & agencies, a designer is seen as a ‘fix all’ for several needs. Involvement of a designer or design firm goes beyond a specific design assignment. Designer ends up playing a strategic role, trying to balance business strategy with design, brand image, product, pack, quality, vendor development, applications and point of sale, with key design language & marketing messages.

2. Distinct Solution

Most startups are either technology or business focused. Design is a weakness and so is the ability to profile and understand end consumer. Startup tend to get committed too early to a particular tech or proposition without ascertaining appropriateness, uniqueness and distinction of their offering. Despite a new idea, most times, the end offering is neither distinct enough, nor is perceived value appreciable. This grave omission places the fledging business at risk from the word go.

3. Incremental Approach

Paucity of key in-house expertise & resources, especially funds, forces design to be undertaken in an incremental manner, stretching across months at times. Design implementation also takes place at a slow pace so it is difficult to see the full picture or measure the impact of design. A healthcare start up, setting up new format of hospitals launched the service care product with just the new brand identity, However, the hospital experience that would resonate with the brand was placed on hold due to lack of funds. The result was apparent. Customers never experienced the distinction in the hospital value proposition and never understood as to why they should adopt this new hospital chain.

design
SynPhNe. Singapore based technology startup where design helped cutting edge tech become human through Industrial Design of Wearable stroke rehabilitation device focused on needs of patients. Pic by Elephant

• ADVANTAGES WITH STARTUPS

1. Contagious Energy

Startups are a happy lot. Usual work culture is hands-on and people come across eager to learn, share and help. It is great to work with synergies of such teams and be part of an exciting journey. The results reflect on the design output. Client meetings are less of drudgery, are participative and consequently more productive.

2. Willing Explorers

This is one place where Startups score. They are willing to play along as you explore, experiment & test. There is negligible blame game, no departmental silos or ‘mother of all’ presentation to the King of the corporate. Results are quick and decisions are usually part of a co-creative play. Funds are the only constraint but then frugal approach and ‘jugaad’ prototypes are more than welcome. This approach works wonders for the confidence of the design team.

3. Creative Satisfaction

Many startups are working in the healthcare, social impact, agri-tech and energy space. Just the sense of what your work will potentially achieve can layer the designer in you with goose bumps. Each startup is a new challenge, whether it is B2B or B2C, it gives a sense of new purpose and when design helps enable such opportunities, the result is very satisfying. Design as core to startups is understood by the fact that many new enterprises have designers as co founders. Designers in India will have to quickly adapt to this new scenario and draw out a process to work with the Startup eco system. This culture is here to stay.

Plezmo. IOT based education platform that helps you learn program logic while you have smart fun. Pic by Plezmo
Plezmo. IOT based education platform that helps you learn program logic while kids have smart fun. Pic by Plezmo
client

Published in Issue 37

Recent demonisation and changing Taxes has pushed most of us in planning our finances more seriously. So to answer some of the basic questions for designers, freelancers and creative studios, we interviewed some of the creative legends to guide and share their wisdom. The issue includes interactions with Preeti Vyas from VGC on ‘How to pitch for clients or retain the existing one’ and Ashish Deshpande from Elephant on ‘Challenges of working with a startup’, along with some best freelancers like Archan Nair, Shreya Shetty and Paul Sandip, sharing their knowledge of working with various clients. Also, Sachin Puthran from Thatzit.com gave a 10-point no-nonsense guide for studios to handle their finances. A must read, if you are planning for the financial year ahead or worried about your handling your money matter, this issue can give you much-needed insight and guide you to a better financial health of your business or freelancing.

 

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Forget technology for a while and try lifting that fountain pen or a paint brush. Dip it into the world and paint that stroke. It feels different. The magic that hands creates can never be matched by technology. Calligraphy is one such area of design where the old way rules. Graphic Designer Anup Shah does wonders with delicate letterforms to depict stories and create an aura. He tells us more about his meditative designs and his gratitude for the guidance from his father, Kiran Shah and calligraphy mentor Achyut Palav.

Calligraphy - Anup Shah
Calligraphy - Anup Shah

You are the World You are in.

In most instances, the environment we grow up in determines the likelihood of what one chooses to pursue in life. If the ambience around you since childhood has been papers, ink, books on the design they become your muse and instil a sense of curiosity that soon gives wings to your talent and sets you on a path of a lifetime – the path of a designer.

 

Such exposure is beneficial and offers a great platform to learn from experienced people. A creative environment is important for any designer and for those growing up to become one.

Calligraphy - Anup Shah

If you Think You’re Right, You are Right.

This should be the attitude of any designer in today’s world. Self-doubt is your biggest critique and is unnecessary. The process of design can be described to be consisting of the following key words – See, Think, Imbibe, Explore and Execute.

Calligraphy - Anup Shah
Calligraphy - Anup Shah

These five simple words can easily be the constitution that dictates the actions and behaviours of any artist. If one is sensitive to things happening around and make a conscious effort to capture the essence by reflecting them in their work, then one can say that half the battle is won.

 

And what this philosophy translates into is the fact that one need not convince anybody about what one’s work says because people will automatically understand and know.

Calligraphy - Anup Shah

Do Away with Technological Dependence.

For today’s tech and net-savvy youth, it’s imperative to understand how this may be hampering their design growth at times. Because what technology is doing is only killing creative strength by preventing thought and only allowing you to polish, modify and execute things which are already there.

Originality is losing its charm. Back in the days, designers would create 50 different options not variations to create a single logo. Today, it’s rare to see such an instinct. It’s all about speed now, it’s all about being the fastest. What this is doing is making them less designer and more operator.

Calligraphy is Relative.

Every single alphabet has its own sound and characteristic. For example, ‘L’ relating to famous singer Lata Mangeshkar paints imagery of something soothing, soft and silky whereas if ‘L’ was depicting Laden, it would be read as something bold, rough and wrong.

Calligraphy - Anup Shah

Hence, the letters never communicate on their own but always in conjunction with a central element or subject. Also, for those taking up calligraphy and typography, it’s important to make such hints as subtly as possible. In other words, create a story by animating letterforms to depict the theme so that when simplified forms mixed, creates an expression. Understand that every stroke should have a meaning.

Published in Issue 30

Since stone age when individuals were identified with certain marks, branding has always been an integral part of our life. It has evolved so much that now every success can be connected to great branding behind it, but still brand creation has always been a mystery. We interviewed the branding experts, who are behind some of the very successful brands. In brief, this issue is packed with branding and typography design experts who can help you solve the mystery of the brand creation! Order your copy here!

 

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With the vision of his masterpiece shining bright in his mind, illustrator Yogesh Bhusare has been working towards his design and product brand since the day he graduated. Expanding his knowledge and skills regularly, he has worked with well-known clients and is close to achieve his dream. Here are the highlights of the conversation with him.

masterpiece
Tribal India. Fusing tribal art with the new tincture of modern vibrant colours.

Urging himself to experiment with styles and daily referencing has broadened illustrator, Yogesh Bhusare’s portfolio and helped in his transition from an event agency to Taproot India to an art director at Leo Burnett. Picking up positives from his work place combined with sheer hard work has led him to display his thoughts that are close to materialising into his masterpiece.

masterpiece
Arty truck. Inspired by Indian Trucks.

CG. From minimal illustration to multiple image collage to freehand doodling, you seem to be trying all the different styles. How does it help you and which one of these styles you enjoy most?

Yogesh. I love experimenting with styles. I usually do a lot of referencing and that’s like a daily habit for me. When I come across something that is new and inspiring, I try to experiment with it, adding my sense of art. My personal style involves much of doodling, but I am inclined more towards experimenting rather than sticking to one style. An awesome concept in mind will just be useless without the proper skill, discipline and style to make them.

This was a small art tribute given by the artist for our loved president and the rocket man of India Dr. A.P.J Abdul Kalam.

CG. How do colours, detailing and typography make themselves heard on your canvas?

Yogesh. Colours represent the mood that an artist is in while typography is like the feelings. Every artist uses them to display the thoughts he has in his head. Detailing is the factor of patience and the satisfaction of the artist.

masterpiece
As day turns into night in this illustration, the rapt human is frozen into inaction much like the city he lives in.

CG. You have worked with many big bands, so how do you manage to engage them with your illustrations?

Yogesh. I see them through my perception as a common man and what would bring that sense of attachment and engagement to me when I see the brand. I then try to incorporate the same in my work

Modern Sanyaasi. A theme that exists across the religions, is taking Sanyaas i.e. abandoning the settled life and walking one’s way to godliness.

CG. How do you develop a client-designer relationship? How does that help or hinder the design process?

Yogesh. Communication and transparency between designer and client lead to trust, flexibility, diplomacy, collaboration and creativity. Designers are not the mind readers, so it is important for designers and clients to develop a partnership by working together, collaborating ideas and asking questions that explore and specify all key factors, details, and goals of a project. This helps the designer to develop his art and makes the whole process easy

Holy Men of India. This piece is an abstract portrait of the symbol of everything holy in India viz a Hindu sadhu.

CG. What is your dream project? How close are you to achieving the same?

Yogesh. My Dream project is to own a design and product brand, and I am close to it I believe! In fact, I have just started my own brand on a small level. My brand name is AWWSOME and eventually will see it growing with time.

Space Age Ganesha. Doodling has no bounds; this theme is most clear in the technological avatar of Lord Ganesha.

CG. Your advice for the young illustrator on achieving the early success in career?

Yogesh. Many people just dream about what you have and wish they had a career like yours to carve the thoughts on a paper. If you have the passion and you are lucky enough to be in the profession of your choice, make the best out of it.

Architecture

Published in Issue 34

This is a rebranding special issue focused on finding the answers to some of the basic questions like what is the right time for re-branding? or what all needs changing and how exactly? We interviewed some of the best branding studios like Landor Mumbai, Elephant, VGC, Inchwork, and many more. If you are considering rebranding or want to learn more about the art of doing it then this issue is a must read. So, go ahead!

 

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Snow, rain, forest, desert – nature never followsany particular style. Graphic design studio, Prasun Mazumdar Design believes in a similar variety. Inspired by nature, it likes to work with natural tools, the hands, to create artworks that are organic and free-flowing, just like nature itself.

Design
Installation art for DLF Promenade
Design
Shiva Illustration

Nature is the Best Reference.

Wings of a butterfly. Tail of a peacock. The sunset sky. The veins of leaves. Nature is full of such beautiful designs and v aried display of creativity. The idea is to make a regular morning walk in the park seem like a walk through an art gallery. Spend more time with nature. Register natural patterns and forms. That’s how you’ll gradually realize that lessons from a book don’t help as much as dir ect interaction with life and nature.

Design
Illustration for Rajesh Pratap Singh, Rock Collection
Design
Designed for Royal Enfield

Variety Makes This World an Exciting Place.

Graphic designers must learn this from nature. Everything that exists around us has been designed for a particular purpose. Designs should also have a similar aim, an appropriate purpose. Nature is a live demonstration of the various simulations and executions of the same subject. Like that tree in front of your home. It’s the same tree that looks different in the morning sunshine as compared to its dark shadows dancing on a wall at night.

Pundits. A mixed visual language, showing the musical combination of heavy classical notes backed by electronic beats
Through the Words of Mr. Bond. Illustration for ‘The Kashmiri Storyteller’ by Ruskin Bond
Should start again? The world after the apocalypse with the crow holding a hope in the form of a seedling
Jim. Tee and denim design, inspired by Jim Morrison, showcases his persona using shapes and colours

Design Should Not Be What You Want It To Be, But Rather What it Should Be.

The main problem these days is that many designers are creating artworks that ‘appeal to the masses’. That’s usually because clients want it that way. In a world where everyone interprets art differently, such works of art are ineffective. Moreover, they are detrimental to the diversity that is inherent in nature and society. As a result, the whole world of art and design is getting formulated. The philosophy should be to do good designs and make them for what they are meant to be.

Metamorphosis. Inspired by constellations and night sky phenomenon, the design shows metamorphosis at different levels around us
Metamorphosis. Inspired by constellations and night sky phenomenon, the design shows metamorphosis at different levels around us

Nature Gave Us Tools.

We decide its use. Like our hands. It gives one a lot of options to experiment with allowing for new outcomes every time. Technology has helped graphic designers immensely. However, working with hands is a different feeling altogether. The idea is not to be different, but to feel your work as you make it. Those pencil impressions on the thumb, the colour and ink stains on the palm, the aching joints of the finger s, are all signs of raw and fresh work.

Tanabana. The word ‘tanabana’ means matrix. This illustrative book cover was made with a thread like effect
Packaging for Smuze

Your Design is an Ecosystem.

If trees, rivers, animals, birds, insects, soil and rocks were design elements, a forest would be the artwork. It’s for a designer to bring together unrelated elements to make it seem like one harmonious family. Singling out one element and making it rich can disturb the balance of the overall layout later on. Hence, the bigger picture should always be kept in mind.

Design
Packaging for Spichi
Design
Packaging for Spichi
For Royal Enfield

Evolution is a Way of Survival.

Mutation, we all know, is what keeps life going. Nature has an appropriate solution for revival and survival. The same concept can be applied while making identities. Using the right fonts, understanding them and their usage, can create identities that can stand the test of time. Experiment with fonts, mutate them. But before all that, know the surroundings, that is, the philosophy of the brand, its placement in the market and various other factors affecting the brand. Keeping all this in mind, make necessary changes to the font to get a desired result.

Rebranding for Erna’s Gourmet
Rebranding for Erna’s Gourmet

Self Belief Leads to Adaptation.

While starting off as an independent venture, don’t narrow the choices. Try your hands on everything. Be everything. Don’t restrict your capabilities. Of course, the change from a protected environment to the wilderness is not easy. But if you’re good, nothing can stop you.

Designed for Jawa

Published in Issue 11

This is a Design in India Festival Special! This issue also explored the Jewellery Design & Wedding Photography with some cool techniques to learn from experts in Gyaan section.

 

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