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The dentist is one person no one really fancies. Isn’t that true for most of us, out there? Not many cherish or take delight in the idea of going even for the “routine check-up”. That was considered to be the fundamental problem when coming-up with a whole new campaign for The Tooth Company, a multi-speciality dental care centre in Hyderabad. As a result, NH1 Design, a boutique design studio in Gurgaon, chose a completely new approach–one that would turn out to be more friendly and communicative, on the whole- while spearheading the designing process.

The Challenge

The task wasn’t just to create the brand identity of a dental chain; it was, rather, to bring about a change in the behaviour (and so also psychology and approach) of people towards oral care. “How do we get people to start going to the dentist again?” was the question that was looked at being answered through the new campaign. The base idea or concept, therefore, was to create a brand that brought about a sense of reassurance in people towards dentists, in effort and awareness towards maintaining oral care. What was essentially needed was a brand language that comforted people, so as to replace the fear within them of going to the dentist.

The Essential Logo

Since The Tooth Company follows the ‘Let&’s Talk’ philosophy, communication playing a rather key and vital role in reducing anxiety in the time of toothache, the brand identity composed of quotation marks that form the shape of a tooth, thereby merging teeth care and communication. There’s not much a good, healthy and positive communication cannot solve.

Enhancing the Overall Experience

The Tooth Company aims to reduce patient anxieties through experience design. The minimalist design was thus made to combine with the freshening and renewing vibe of the colour green, purified air, suspended natural aroma, calming music, carefully chosen soothing colours, as well as noise cancellation headphones and eye masks to relax during the treatment.

The Final Solution

In this way, the ambience, look and feel of the place was made to alter the experience of the customer, trying to make a time of ache as less trouble as possible. After all, the way one perceives something is how one experiences it, isn’t it?

Missing Tooth
Alignment
Overlap
Tooth Decay
Chipped
Braces
Implant
Root Canal
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Creative Gaga - Issue 49

 

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We all got a sigh of relief when the government allowed business, market and workplaces to reopen. As we all know, it will not be as normal as earlier hence all the team member, customers and business owners need to follow a new level of hygiene and preventive measures to be safe from the Corona Virus (COVID-19). NH1 Design has taken the initiative to spread awareness of what-to-do in and around the workspaces.

To spread the awareness in these challenging times, NH1 Design has recently designed #WorkSafe Poster and Signages templates on things to do to be safe from Corona Virus infection. These posters and signages are free to download and are print-ready also can be easily customised.

Corona Free Workspaces - Hindi
Corona Free Workspaces
Corona Free Workspaces
Corona Free Workspaces
Corona Free Workspaces
Workspaces
Corona Free Workspaces
Workspaces
Safe WorkSpace Travel
Corona Free Workspaces

Business can embed their company logo in the space at the bottom-right corner and they are available in both Hindi and English language. They cover guidelines for both, the community and individuals so feel free to download of your choice and let your employees or customers feel safe and secure while working at your work space.

Business Safety

Posters related to business hours, premise health and general recommendations. Can be placed at the entry and other common areas.

Corona Free Workspaces

Individual Safety

Posters related to individual best practices for safety of self and others. Can be placed at entry, exit, work stations, washrooms, cafeteria etc.

Corona Free Workspaces

Come & Go Safely

Posters related to public and private transport best practices and guidelines to reach and leave work. Can be placed at entry and exits.

Corona Free Workspaces

Community Safety

Posters related to business areas best practices. Can be placed at entry, exit, stairs, elevators, meeting rooms, cafeteria, washrooms etc.

Corona Free Workspaces
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Creative Gaga - Issue 49

 

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People don’t buy products or logos, they buy stories, they buy experiences. Believing this, NH1 Design, an integrated branding consultancy has always kept its focus on making a brand more loveable. Here are some of the recently created stories and experiences have been presented.

Stories

Client: MYSCAPE PROPERTIES PVT. LTD.

Services: Naming, Branding and Editorial Design

The Loft is one majestic building that towers over the vibrant financial district of Hyderabad. Designed to form an iconic residential high-rise in the heart of the city. The views and sunlight orientations are spectacular, no matter which side you’re on, or which apartment you book for that matter.

Stories

The Loft’s Jenga-like structure is also an ingenious architectural device that creates a multi-volume experience throughout. Shooting vertical fins and inner glass capsule elevators gives one a breath-taking view of the city, as one travels upward.

NH1 Design was commissioned to develop a brochure and identity that would enable prospective buyers to experience a taste of life in one of their luxurious residential projects.

The Logotype cleverly hints the unique stacking’ structure of the facade, by stacking L&O together.

Stories

The Brochure was designed to be perceived as a photo album, a visual representation of memories the future residents will live. The vertical orientation of the brochure also symbolises the high-rise structure of Myscape Loft.

Published in Issue 49

The Design in 2020! Each year starts with many predictions, anticipations and a lot of hope for bad things to go out and good things to come in our life. The year 2020 has already started with eventful initial months and may hold more surprises in coming times. To understand what’s coming from the design perspective, we featured some of the best design projects from last year. Also discussed a few broad questions like how minimalism will affect our designs or what all an illustrator to keep in mind to be successful and much more.

 

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NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

Brief

The Ahmadabad market had been selling anything but authentic Vada Pav (typically, a local Mumbai delicacy); brands were serving it with cheese, Spinach, and cholle (a form of peas). The essential idea for Majja, a quick-service restaurant selling Indian street food as a branded and hygienic experience, was thus to reinforce the delicacy’s authenticity. Targeting the youth and office-goers, who prefer a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordability.

NH1 - Vada Pav

The Concept

The word Majja (fun) is commonly used across India, especially in Gujarat. We created a fun verbal brand language that could be easily understood across different languages and cultures – a friendly tone of voice that completely aligned with the brand ethos.

The Solution

The visual story was inspired by the street life of Mumbai. The use of illustrated stories of people and the streets of Mumbai further emphasised the authenticity of the Vada Pav.

NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav
NH1 - Vada Pav

Together, the visual and verbal language established a consistent set of assets for the brand. Every touch-point was meticulously detailed. Applications included signage, environmental graphics, packaging, stationery, website, adverts, tent cards, floor graphics, social media posts, uniforms, food trucks, menu, danglers and others.

NH1 - Vada Pav
NH1 - Vada Pav
NH1-Vada Pav

Published in Issue 38

This issue, we try to explore different views from many well-known studio owners and senior designers. While Anthony Lopez of Lopez Design shared tips on what a studio looks for in a designer, Mohar Ray from Codesign highlights the key aspects that play a significant role and make the difference in whether you are hired or not as a promising designer. Also, this issue has an insightful article on ‘Branding with reason and love’ from Itu Chaudhuri, founder ICD (Itu Chaudhuri Design) along with Siddhi Ranade, explaining his tools of story telling through his unique style of illustrations. This issue is a must read for a talented graduate to a branding expert. Order you copy and enjoy reading it!

 

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Neha Tulsian

There are various ways to do things, and so also it is in the case of representing Indian-ness in Indian design – the reason for this being that there are tons of aspects through which one could find that connect. Neha Tulsian runs us through those aspects.

To create something fresh; something genuinely new, we need a real problem. And a real insight. That is something not only in the classic case of the hard or physical sciences, but also in the various forms of art in the world, and that includes design. People in different parts of the world have different needs, as the context varies based on many diverse aspects from place to place. And that is what sets the tone for approaching those needs further.

To make the work meaningful and connect with any particular audience, we need to understand the audience. In that respect, India, by itself, is one of the most diverse countries on the planet.

And, to understand this country, we need to understand its cultures, languages, history, aspirations and so on. In short, how they live; how they grew up; and what moves them emotionally. It is about connecting, and not selling. The design works best when commerce is a by-product of great design and not the focal point. Otherwise, the crux of the designing as an art form may be lost, and, as is rightly pointed out, the ‘earth’ without ‘art’ is just ‘eh’.

Indian design, in particular, reflects culture and tradition in everything – architecture, jewellery, graphic design, product design, packaging, branding, fashion, textiles, etc.

Global brands are adapting ‘Glocal’ strategies – aligning their business, brand and communication strategies to meet local demands and stay connected with their audiences. Designers need to find innovative and creative ways to make their work locally relevant, while maintaining the ethos of the global scene.

Inspiration can come from anywhere. Your client, the business idea, intuition, the way we live, our families, art, tradition, fashion, handicraft etc. all can be gateways to being inspired or finding inspiration.

India, by itself, is such a vibrant culture to draw inspiration from. The challenge is to find a thread that is contextual, relevant and connects with the Indian audience while solving the design problem.

Issue 39 - Indian Design Special

Published in Issue 39

As the festivity is all around, every brand or business is trying to impress the Indian audience. But what really works for us Indians? What is an Indian design? And how we can make designs for India? To understand it, we interviewed some Indian creatives who are successfully creating designs for the Indian audience. This issue of Creative Gaga is a light read for someone looking for inspirations or insights on Indian design and how the Indian audience can be enticed. So go ahead and order your copy or subscribe if you want to keep receiving a regular dose inspirations!

 

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