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The biggest fear for any brand is to become irrelevant. Every day creative teams work tirelessly to ensure their brands are always in line with current times.

So when we began to notice the awesomeness of print technology today and the stunning print trends that are on the rise, we had to share them with you!

In collaboration with HP Indigo, we have put together a webinar with the award-winning creative director, Kurnal Rawat, to bring forth the untapped Power of Print and its exponential impact on future brands.

Register today for this webinar to learn how you can use the digital print technologies of today to shape the brands of tomorrow!

 

About the Webinar

Printing until now has had its limitations in terms of size, quantity, customization, material, and so much more. These limitations have clipped the wings of brands to a great extent. But now, with the advancements of printing technology today, most of these roadblocks exist no more!

With a wide range of new technologies built to address versatility, scale, security, AI enhancements, material options, virtual-real integrated experiences, and so much more – now brands can break many physical barriers to create larger than life communication.

So through a collaborative series of webinars, let us get down to the details of these innovative print possibilities.

 

Why Should You Attend?

As a brand custodian, it is your responsibility to bring in the best for your brand. To be a brand trailblazer is not just to be creative but to also be innovative with all the tools at your disposal. This webinar will open doors to advanced printing technology that you can immediately apply in all your creative works to mesmerize the brand owners.

 

About the Speaker

Kurnal Rawat

Kurnal Rawat is a creative director at Landor & Fitch whose work brings Indian contemporary design to the forefront.

With over 20 years of industry experience, Kurnal began his career by co-founding Grandmother India – a pioneering move to start a branding and design agency when the Indian market was full of advertising houses.

From startups to Corporates, Kurnal has successfully worked across varied industries like Aviation, Banking, Consumer Goods, Exhibitions & Events, Fashion & Lifestyle, Hospitality, Sports, and Government initiatives.

Some of the renowned names he has worked with are Hinduja Healthcare, British Council, Godrej, to name a few.

 

Register Today

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Kurnal Rawat, Creative Director for Landor & Fitch, tells us how brands have changed in the past two decades and what it takes to build a brand today.

CG: How did you get into branding as a career?

KR: I knew early on that I was interested in design. I did my undergrad at J. J, School of Arts. It was during this time I explored quite a bit. It was the 90s, so computers and printing technology were fairly new. I loved experimenting with the print even when it was still very new in the market. I even started my studio called Grandmother India right after college.

CG: How did you decide to start your design studio so early on, without any experience?

KR: I was a rebel then, even in college. I started Grandmother India, where I experimented with all media and formats available then, including animation. I thoroughly enjoyed the process. I learned a lot and gained immense knowledge.

CG: You have been in the industry for over 20 years now. How have brands evolved over this period?

KR: Branding has changed quite a bit over these two decades. In the 90s, it was all about advertising and the marketing campaign. Soon brands realised that it is not enough. The brand identity now is more than just a logo. They later began to see the importance of packaging and the fronts where brands make an impression. Today it is about the experience that a brand gives both in-store and online.

An example of that is when I worked on the Colour Store by Asian Paints. We had to design every aspect of the customer experience, right from wayfinding signages, in-store collaterals to the way customers were spoken to.

Another shift that we are seeing is that brands are moving towards sustainability. People today, instead of being brand conscious, are more concerned about sustainability.

Kurnal Rawat - How have Brands Evolved through Time?

CG: So how have people and the customers of these brands changed over time?

KR: Customers have become very aware now, with so much information on brands available out there. They want to know everything about the brands – the back story, who is manufacturing it, is this a fair trade, what is it made of, is it sustainable, etc. And now brands have to adapt to these expectations of the customers. As I said, people now are more conscious of the brands they use.

Kurnal Rawat - How have Brands Evolved through Time?

CG: As a Creative Director, how do you manage the Creative Team? In terms of guiding them yet giving them free rein?

KR: We have a design strategy in place. We decide the purpose, positioning, and broad outcome of the brand personality first. It’s done by using tools like customer journey maps, etc. Once we have a clear understanding of the strategy we want to apply, and the direction we want to take the brand. The team then has free creative rein to work on it. The team can get creative within the broad strategy that has been decided.

CG: What challenges have you faced with clients?

KR: Today, people are aware of the importance of a brand identity. In my early days, I needed to sit with clients and educate them about it. It was challenging to make them see long-term value in brand building. But today, that is not really a problem. Everyone knows how important branding is.

Kurnal Rawat - How have Brands Evolved through Time?

CG: How can we bring Indian culture into brand identities?

KR: There is a shift in the Indianness of brands as well. Youngsters now go abroad to study, and there they find a need to have their own identity. So now they are diving back into their roots.

Kurnal Rawat - How have Brands Evolved through Time?

Slowly Indian culture is getting recognised on the global platform with pride. Young designers who work in other countries have realised that the unique value they bring to the table is their own cultural identity.

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Kurnal Rawat is a creative director at Landor & Fitch whose work brings Indian contemporary design to the forefront. With over 20 years of industry experience, Kurnal began his career by co-founding Grandmother India – a pioneering move to start a branding and design agency when the Indian market was full of advertising houses.

 

From startups to Corporates, Kurnal has successfully worked across varied industries like Aviation, Banking, Consumer Goods, Exhibitions & Events, Fashion & Lifestyle, Hospitality, Sports, and Government initiatives. Some of the renowned names he has worked with are Hinduja Healthcare, British Council, Godrej, to name a few.


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