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When unexpected ideas take shape, businesses are born. Such is the case of multi-disciplinary Creative Studio Inchwork, co-founded by Anant Ahuja based out of New Delhi. Transforming from a team of 2 to 8, the journey has been a roller coaster ride for the past two years and now it can only get better!

Studio
Child Essentials.

Co-founding his own company at the young age of 23, Anant Ahuja did not have it easy! Having his own practice was a way of proving himself and he did so with Gulab Saggu and Bharath Varma. Learning at work for the first few months after starting out paralleled with designing for big brands. They’ve seen hard times but they made it through the storm and haven’t since looked back!

Studio
Maneuvering Chicanes.

CG: How do you choose the style for any specific brands? And how minimal style of branding can make or break the marketing strategy?

Inchwork. Well, we specialise not just in design but also in brand strategy. We at Inchwork believe in giving brands a very holistic approach. While creating a brand, we start off with a brand-print/manifesto that forms the building blocks of most businesses. Post our market research for the brand, we come up with visual alternatives and solutions for it, while at it we do put out guidelines for the brand that will help build its marketing strategy, factoring in trend forecasts. Our sole vision is to make a brand powerful, through visual imagery, not just beautify it.

Studio
Maneuvering Chicanes.

CG: Where branding or re-branding is trending in the business world and everywhere else too. How you justify the uniqueness of your services?

Inchwork. I guess that would be our individual approaches within a team, we like bouncing ideas, doing drawing jams together and not pretend that we know everything. We’re not that a big team and all of us are multi-faceted, we like to experiment and challenge our own ways of working. We are basically open to adaptation. We always look at the bigger picture and the learning curve with it.

Fun With Type!

CG: How do the market research, product identity and reputation are aligned with the branding over the client’s need? Does that change the way you design for a brand?

Inchwork. Your biggest job as a design entity is to learn about your client’s business first and then apply your due diligence by educating them about what could work for them, and by that, I don’t mean blatantly putting them down, but advising them while being a sounding board at the same time. It’s very important for us to be fit for the job that we’re being assigned. And if the clients think that we can, then we better be doing that right.

 

So just to sum it up, it’s very important to understand the client’s perspective but at the same time be proactive enough to make them understand your take on the whole approach. You’re the professional here and it’s your job to get your market research, product identity and reputation in sync with the client’s needs.

Fun With Type!

CG: Does the choice of typography and colours influence the impact of the brand? How do you steer clear of commonly made errors of mismatch?

Inchwork. Definitely does, typography and the colours are the most crucial component of the visual part of branding. The whole brand perception from the first look defines your market approach. That’s why research is essential for any design project. When back at school, research was just a pain to get a decent grade, now it’s the pain you have to go through to get your brand right. As they say, “no pain, no gain.”

Fun With Type!

CG: What leads to the final outcome of any branding exercise, business needs or what the client wants?

Inchwork. We try and steer away from taking up what could end up being a difficult client, well that being said, a client is always difficult, you just have to ease them out with your approach to strategise their brand. We deal with marketing realities every day and as I said we make the adaptation easier. We’re here to educate and learn.

A mammoth task.

CG: What are the challenges of re-branding projects and how do you handle them?

Inchwork. Re-branding projects are the most difficult ones to tackle. A brand over a period becomes an entity with a notion, and its perception is hard to let go of. And at the same time, it’s very important to understand that it’s not a baby, it’s a grown-up adult, which is ready for a fresh lease of life. How you groom a baby and an adult is completely different and that’s where most people miserably fail. We’ve just recently finished branding and infrastructure giant and their properties and it has taken us almost over a year. I think patience is the biggest virtue and just be focused on what you love doing. For us that’s branding.

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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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.

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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Rohan Dahotre is an illustrator wanting to make a difference. One who feels deeply about nature and draws inspiration from the stunning bounty of life it nourishes, he aims to convey and express the magnificence of the natural world!

Furry Friend

Natural
Frog

Rohan had already made it a ‘habit’ to add detail to his depictions, by the time he’d started drawing out his favourite cartoon characters as a kid. He was always fond of textures and patterns, incorporating them in his artwork, which only grew to contain more design elements.

Tribal Queen

Natural
Crow

A keen observer who loves exploring the wilderness, he enjoys illustrating all things wild. For him, nature is full of inspirations, and is the ultimate form of creative expression – be it various life forms; textures in leaves; designs and colours in bugs and insects, or the elegance in tigers and other wild cats. Undoubtedly, it endows him with insight, as studying the intricacies in nature and understanding animal behaviour is what he likes most.

Mister Rhino



Natural

The crux lies in simplifying complex organic forms into simple shapes, even though adding patterns inside them gives them a new identity. Experimenting with animal photos and giving them a new look and feel, he yearns to demonstrate the true beauty within the amazing creatures, so that people may better respect them and their habitat.

Natural

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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Anil KS trusts his instinct, essentially, while designing. Observing elements in his environment, he cultivates his techniques to simplistically present depictions that effortlessly spread smiles on people’s faces and make the world a happier place through his illustrations.

Illustrations
Tea Master. A fun illustration for a magazine featuring Kerala Tea shops.

For Anil, the design is a natural way of life, such that a person’s design sense and character are innately connected. Mainly guided by his love for traditional art forms, Indian mythology, sculpting and mural art, he’s always trying to bring his own style into his work of illustration, design, animation and typography.

Illustrations
Double. Amusing characters designed for an animation project.

Choosing a colour palette is a major aspect of Anil’s work, helping his illustrations to stand out and make easily relatable. Largely influenced by the living ambience and visual art forms in his hometown, Kerala, sharp and contrasting colours always make their way into in his work.

Illustrations
Parrot Man. An evocative illustration from a series of miniatures done for society6.

Trying to keep it easily readable in a silhouette, he starts out by scribbling the simplest, basic shapes, adding extra bits only later. Understanding the story behind the character helps in deciding the nature of the character. Anil always tries putting his personal touch into his work, preferring whimsical illustrations with humorous concepts and cheerful colours that make both, viewers and him, happy. That sounds like a win-win.

Horse Man. A colourful, whimsical and funny character designed for a project in 2010.

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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All of us watch online videos every day on our computers, smartphones and even on smart TVs. There is a surge in the rate at which video viewing is gaining momentum. Today, over 300 hours of video are uploaded to YouTube every minute and above 5 billion videos are watched on YouTube every single day. And that’s just for YouTube!

Here, Jaseem Thayal Shareef, the CEO of WowMakers Digital Media Studio explains the benefits of having an explainer video on your website.

As per Cisco trends analysis, the video is projected to take up 79% of all internet traffic by 2018 and companies should leverage the benefits of this online video boom as it is not going to slow down anytime soon.

In tune with this trend, using animated explainer videos has become an effective online marketing strategy. More and more companies (both big brands and small companies) are innovatively using videos to their advantage. Explainer videos became popular in the last few years mainly because of its affordability and effectiveness in enhancing your business. Though explainer videos bring a whole range of benefits but here are the top 10 benefits of using it.

01 Clearly Conveys Objective

Using text to convey the product objective is a little tricky as it can be interpreted in many different ways. Explainer videos minimize the guess works and clearly explain the usefulness and basic function of a product or service.

02 Generates Interest in Consumers

More and more businesses are using visuals options such as images and videos to generate interest in their product as it is found to be very effective.

03 Intensifies Conversion Rates

According to Video Rascal study, over 80% of consumers prefer to buy a product if it is accompanied by videos.

04 Improves Ranking on Google

Websites with endless pages of block text and images are normally ranked lower in Google search. According to the Spork Marketing study, websites with videos rank much higher in Google’s global searches.

05 Increases Web Traffic

Going “viral” is a term that is closely connected to YouTube. Though there are no predefined ways to make a video “viral”, but many products have gained greater visibility through viral videos.

06 Helps Recall Information

More than voice or text, people remember what they see in a visual format. The average person remembers only around 10% of what they hear or read, but they remember 50% of what they see as per the Wharton Research Center study.

07 Brings Engagement

A multipage PowerPoint slide or a brochure with detailed text and pie charts are not effective enough to engage the audience. On the other hand, a well-produced explainer video with an interesting script and impressive visuals engages the audience in a better way.

08 Grabs Attention

When traditional web content and all those cool ideas are shown in an impressive video format, not only gives your website a cleaner look but also improves the chance to engage a potential customer.

09 Establishes Brand Identity

The prime reason that makes a customer come back to you repeatedly is the brand identity. It is important that the customer connects to your brand identity to gain trust and to make that happen; using explainer video is the best option.

10 Easily Sharable

An explainer video has a wider reach and it is not limited to just your website. People show interest in sharing the links of the videos they like.

Companies all over the world are creating videos about everything right from cause awareness to reviews, which clearly underline the gaining popularity of videos in marketing strategy. The promising future of video is waiting for you.

11 Intensifies Your Inbound Marketing

Explainer videos can help intensify your inbound marketing strategies. You can hire one of the best inbound marketing agencies to integrate your videos to your existing digital marketing strategies, such as email marketing and content marketing.

12 Increase Trust and Rapport

Explainer videos help promote your positive image. Whether you own a small, family-owned, medium-sized, or big business, uploading explainer videos help increase people’s trust and rapport among your target customers.

Tips When Creating Explainer Videos


Focus on a Well-Written Script

This is the key to creating a successful explainer video because it is the foundation wherein everything else is built. You can hire the services of a professional scriptwriter or “outsider” who can provide a fresh look at your business and explain your message in a way that your target audience can understand.

 

Keep It Short

The rule of thumb for an explainer video is 150 words per minute for the texts. It provides a time and breathing room for your message to sink in. Keep your explainer videos straightforward and concise to avoid boring the viewers.

 

Focus on the Benefits

Benefits heavily matter to customers. While the list of features goes on, it's crucial to let your audience realize what they’ll gain when availing of your products and services through your explainer videos.

 

Explain how your clients will experience an improved quality of life or better living instead of tackling the technical aspects. Highlight the benefits instead of talking about the specifications. Leave them to review sites or product review videos.

 

Show the Fun Aspect

Create a video that clearly resonates with your target audience. Entertain people while adding value and positive experience to your potential and existing customers.

 

Use a Professional Voice

Poor audio can ruin explainer videos quickly. Make sure that the voice in your videos are polished and delivered properly.

Companies all over the world are creating videos about everything right from cause awareness to reviews, which clearly underline the gaining popularity of videos in marketing strategy. The promising future of video is waiting for you.

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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Is it the right time for rebranding? And what may be the pros and cons of missing this opportunity? Many questions surface in our mind when we think of rebranding. Here, Chandan Wadhwa, director of Lopamudra Creative, provides answers to some of them with his unique experience.

Changing your branding is a great move but it can also turn into an embarrassing goof. It’s a risky endeavour. Though a lot depends on the purpose of rebranding whether it is a turning point in the company’s history or a massacre of followers.

 

Whichever is your reason, but rebranding surely calls for great marketing efforts. Without it, the brand could just lose it all, as the old doesn’t exist and the new has no recognition. Like Airtel, Videocon and Micromax; all did a great marketing exercise after rebranding to capture the market and gain recognition.

It’s always and never the right time for rebranding. It’s a decision that is based on a lot of variables and comes down to your brand’s exact positioning in the market.

 

If rebranding has ever crossed your mind, then it’s a good indication to start researching. No one knows your customer and brand better than you. Just trust your gut!

If you are still indecisive about it then here are a few pros and cons of rebranding.

Pros:

• A new vision. A new promise. And new customers.

 

• Your brand will be in sync with the industry trends and the new generation.

 

• You will be ready to grab fresh opportunities in the new market.

 

• Brings a fresh energy into a workplace. Employees stick around more expecting a better opportunity.

 

• It also surprises your competitors.

Cons:

• Expensive and time taking exercise. Requires Patience unless you hire Fiverr (but then you are definitely screwed).

 

• If you change your visual marketing without changing the company focus or vision, customers will detect that the new image is just ‘the lipstick on a pig’.

 

• And rebranding without remarketing is a ‘Suicide’.

 

• Rebranding is sometimes confused with a change of ownership or even bankruptcy. So, if you don’t do the research and hire the right experts, you can end up confusing your existing clientele too.

To summarise, if you are thinking about a rebranding exercise, don’t forget that it is an overall strategy and not just as simple as changing your logo. Every element you change can have a significant impact on your brand image as a whole. Also, make sure your new brand identity should be consistently carried across all marketing channels

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 and

 


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Founder-director of Lopamudra Creative Studio, Chandan Wadhwa is a branding expert who strongly believe in karma. By making sure they put their best in every project, the team has worked with many well know clients like Ireo Grand Hyatt, Red FM, Magic Bricks, Hindustan Express, Kenstar, DT Cinemas, HCL and Nokia to name a few.


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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. Also highlighted some of the best recent rebranding projects with understanding the concept behind them.</p>
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<p>If you are considering rebranding or want to learn more about the art of doing it then this issue is a must-read.


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Ranked among the top four Indian Design agencies by The Economic Times, VGC has designed the third and even more dynamic avatar of the Aditya Birla Group logo.

A new journey of the Aditya Birla Group (ABG) was marked by revamping the company branding. VGC lead and anchored this transformation across print and digital media. Keeping the original concept of the logo; a centrally placed sun radiating criss-cross beams as a symbol of hope, timeless values and boundless optimism of ABG. A partnership of 20 years between VGC & ABG has resulted in 3 logo developments for the company, each modernised to fit the legacy ABG.

The third avatar of the ABG logo is derived from the original logo itself (designed by VGC earlier), the brand language is a vibrant; instant connect to the look and feel of the logo mark and the values that it stands for. A small variation in the colour palette lifts the entire logo, showcasing the youthfulness of the company while staying rooted in their heritage expressing its richness and diversity.

The bright colorful sun at the base forms its solid foundation in a bolder and more forceful global version. The crisscrossing sunbeams connote the vibrant internal and external movement of energy; like a prism it refracts the multi-dimensional aspects of the Aditya Birla Group.

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 and

 


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