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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.

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.

Graphic Design Opinion:-  6 Steps Guide to Getting Design Education

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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Chandan Wadhwa - Time for Rebranding

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> <div> <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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Uttam Hasabnis

The day we evolve from the life’s basic needs and moved to cave paintings, rituals and festivals, the colours have a special space in our life. Uttam Hasabnis, a creative consultant at Cub Design, believes that even right colours for a brand come from a deep understanding of the brand’s target audience and it can makeor break any brand.

The colour of your brand is not only an essential character of your brand’s story but also important in all forms of communications. Colour has the unique ability to make or break the success of a product. The right colour decision for your brand doesn’t cost you much. But the wrong colour can really impact the overall performance of your brand.

At Cub Design, we believe that the positive effects of colours on the consumer decision certainly can help enhance the brand image and due to the different meanings of colours in different cultures, we need to consider the attitudes and preferences of our target audience when choosing a correct colour for a brand. The best way is to do an in-depth research. It creates in us a feeling about colour. Observe, experiment and see how they make sense for you. We give all necessary freedom to our creative team to explore the brand and its environment physically to bring out the perfect colour that supports the brand positioning. And make sure the process must be based on:


Specifying the type of target audience.
Understanding the concepts of colour in the
targeted culture.
• Deciding on what emotion the consumers will experience.

And taking a critical look at which colours are being used
in the market.


 

Sometimes, choosing a colour that stands out can help. Once you’ve determined what it is that your audience is looking for, you can best decide on the colour to help them find it.

At times, rebranding is important to indicate that the brand is still modern and progressive. When freshening up logos and products you have to think about whether or not you want to retain some of the past, or scrap it entirely, ‘However, this isn’t always the best option’. Most brands want to hold on to the equity and goodwill of their image, by maintaining some of the colours. But yes, you can add a secondary colour to refresh the brand image.

When choosing a correct colour, you must think far beyond your personal opinions. Also, it should never be an exercise driven by the personal taste of the superiors involved. Properly chosen colours define your brand’s value, strengthen and support your brand positioning, enable awareness and customer recall, and distinguish your brand among its alternatives. Picking the right colour should never be underestimated.

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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You are going for rebranding, but are you sure that you have chosen the correct rebranding strategy? A custom fit for your brand’s need? Here, Brand Strategy Head at VGC, Ninee Rao highlight some of the recently chosen different strategies by few well know brands and how successful it was.

Well, Change is good especially when the look, feel and importance of a beloved brand becomes dated or is inconsistent with its changed context or intent. The brand attempting a new avatar should always extend its original essence unless it is a deliberate shift from an earlier negative connotation or such. Hence, the brand makeovers are essential whether it involve a slight refinement or a deep overhaul with a radical image shift. A brand image building exercise takes a long time and the attempts to refining or redefining it should be a result of a well thought out strategy that changes the customers’ perception holistically.

Functional Brands

Brands are sending out messages incessantly, about themselves, their vision, products and all the good-to-know things. However, this only lends itself to the joy which the communication/product or the ownership allows, there is no other delight unless the brand intends on pleasantly engaging with the consumer and that creates brand stories and a special connection, which doesn’t fade away easily. This exactly is what tips the balance in favour of customer delight over mere customer satisfaction.


Emotional Dynamics

VGC repositioned and rebranded the baby product brand, Baby Dreams by J.L. Morison. We first lifted the brand from its price-warrior-commodity competitive set by developing the brand concept of ‘Smart Love’, which emphasises that a parent’s love is not only about emotions, but also about making the right and smart choice for the child. This idea of Smart Love was clearly brought out in the tagline ‘The Smart Mom’s Choice’. Further, instead of just re-imagining the logo form, we also created two powerful visual assists – two mascots – Luv and Khushi, who evolved and grew with the child’s changing needs and across the brand’s vast product offering. The mascots were created as a key branding and communication tool that held conversations with the child’s mother through the product packaging and other in-store communication mediums.


Don’t throw the brand with the bathwater!

Every once in a while, a brand that is running on an even keel will decide that it needs to shake things up a bit by contemporizing its presence. The famous Tropicana repackaging debacle is a shining example of an overzealous redesign folly that overshot the basic needs of consumer brand cognition and familiarity. The new package design made a drastic departure from its earlier perfectly loved & accepted iconic ‘orange with straw’ and visual blocking of the stylised green, Tropicana logo, which was easily perceived on a supermarket shelf ready for off-take, to a modern simplistic asymmetrical design with no information hierarchy or clear brand semantics. Within days of the new packaging launch, the sales fell by a drastic percentage, for the sheer reason that consumers could not recognise their brand on the busy supermarket shelves!

Sometimes, changes in brand expression can be disastrous, especially when it has endeared itself to consumers in its visual appeal and taste, so much so that it is part of a collective consciousness. When Coca-Cola attempted to change its famous formulation to a new one in 1985 to spike its plateauing sales, it was met with considerable resistance and shock from consumers who had grown to love the taste and find comfort in its familiarity. Therefore changes that affect a signature brand promise and import are best avoided.


Brand Booed?

The Bélo, Airbnb’s new logo intended to be a symbol of ‘belonging’ was introduced in 2014 after a yearlong rebranding exercise. At first, everything was as usual but slowly things began to unravel because among other things the new Airbnb logo was nearly identical to the new logo of another, unrelated business and very soon people started to see other unmentionable things in the Belo. Among the frenzied social media reaction was a Tumbler page showing alternate uses for the logo, a host of parodies and even a song.

Of course, while this serves as a cautionary tale, it has to be understood that any abrupt logo or name change will draw varied reactions. However, over time these will wear off and the primary (hopefully) positive association will eventually come into focus. Importantly, what’s to be learned from this is that instead of reacting adversely, Airbnb sportingly acknowledged the logo parodies and even created and shared an infographic outlining the comparisons.


Baby Steps!

When making a change in brand expression, gradually shifting gear into a new avatar may be the way to go. So, a balance of evolution and revolution is a good strategy, however, many brands like Coke evolve their brands constantly with minute changes that are recognisable only to the trained eye. However, if there is a compelling strategic need to make a shift then traipsing around it, will have little impact. In this context, Google’s refreshed brand identity is a confident move that carries the core of the existing brand personality while simplifying, articulating and expressing it more vividly. Further, Google as an identity idiom has always been so completely dynamic and shape-shifting that it will perhaps never lose relevance.

rebranding

There really is no one route that will work for every brand, it has to be a holistic strategy that visits every aspect of the brand essence and evaluates the right rebranding fit. New age brands have to be responsive and relevant to the changing consumer realities or they will have to create spaces for themselves that just transcends it all.

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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As most of young designers dream of starting their career with the top studios but dreaming is not enough says Vinita Jakkal, a Post Graduate in Graphic Design from MIT Institute of Design, who is currently working with Elephant Design, Pune. She shares the tips, which may help you make your dream come true.

If you really want to get placed in your dream company, you need to be on your toes from the very first day of your college. Dreaming is good but doing nothing for that dream every day is not. No matter how philosophical or boring it sounds (even I felt the same when I was in college) but it’s the truth I learned over past 6 years of my design experience. Start by choosing the company with a must do basic research on company portfolio and it’s market reputation and most important what you want to learn from it. Also understanding the scope for individual growth and aspirations.

Your design portfolio, which is going to act as a mirror for you and your skills. So be thoughtful while choosing a work. Select the best and unique work, because the viewer is interested in the quality, not the quantity. Nowadays, everyone is techno savvy so try to make an online portfolio or your own website. One of the most important part is showcasing the design process of your work.


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If you are a recent graduate or about to finish your college then this issue may have answers to many of your questions. Like, how to get the best placement or the internship? How to present best in front of the interviewer? Which studio or agency to choose to start your career? How to work in a team or choose to be a freelancer?<br /> This issue has advice from many experts such as Ashwini Deshpande and Gopika Chowfla who gave the secrets of choosing the right intern for their well-known design teams. And on another hand, Rajaram Rajendran and Ranganath Krishnamani advise young designer to gain multiple skills and be the best at them.<br /> Also, recent MIT Post Graduate Vinta Jakkal shares her secret with which she grabbed the great opportunity of joining the Elephant Design, Pune team to start her career.

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A purely design based service, LOCOPOPO Studio attach contemporary graphics to their clients need for branding that is simple, bold and fresh!

luxury

Mumbai based, LOCOPOCO Studio believes in discussing the execution idea first rather than too much referencing. Founded by Lokesh Karekar the studio focuses on identity design to creating images, Illustrations for brands, books, magazines and products. Their large list of happy clients include Lakme Absolute Salon, Taj Vivanta, Economic Times and Asian Paints to name a few.

luxury

Branding is to give a unique, fresh look and feel to the brand without losing its essence or the core idea. While the other side of the coin; re-branding comes with its own set of challenges. Changing the existing perception, which the brand has created over a period of time, is a challenging task: good design has the power to bring that change.

The brochure design for St. Amand (By Lodha Group), a luxury service brand by Lodha Group for select residences of the Lodha Group portfolio; the aim being unique and stylised imagery showcasing the services provided by the brand keeping the Lodha group luxury theme in the background.

A consistent framed series of illustrations that can be identified for its uniqueness and overall balance of elements; solid gold and blue highlight the intricate beige line work that showcase the services provided by St. Amand by Lodha Group.

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

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

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

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.

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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