Colours can paint a good picture or spoil it altogether, literally. Graphic Designer, Meroo Seth, speaks about and elaborates upon her approach towards finding the essential colour combination in sync with the remaining elements of her work.

Meroo Seth
Get Grubs Takeaway Bags.
Meroo Seth
Get Grubs Packaging Design.
Meroo Seth
Get Grubs Stationary design.

To connect is the calling.

Design plays a huge role in Meroo’s life; it’s a voice through which she finds expression. It not only makes her look at things differently but also manages to play with her opinions. Communicating complicated ideas simply; connecting with people, and making the world a beautiful place through appealing visuals is what spurs her. No doubt, she takes to an approach of fun, curiosity, happiness, and playfulness when working on her illustrations. She’s more than happy if her work can bring about a sense of delight in people, making them feel something good while solving problems as well.

Meroo Seth

Finding your own palette.

Colour sense comes with experience and the trial-and-error of playing with different sets of colours. She has seen her own colour palettes changing and evolving with time. Conversations with friends and strangers; meeting new people, and being open to new experiences are like finding a new colour palette, to Meroo. The process of building an unusual bridge between different observations and associations triggers insights and inspiration within her. According to her, emotion is the most important factor to consider while creating balanced colour palettes. That is why she avoids overusing a colour, while, many-a-times, the colour itself inspires her to create the design.

Meroo Seth
Making salad together.

Creating the balance.

Colour is a powerful and important communication tool and is tied to religious, cultural, political and social influences. So, it’s not enough for a designer to use a colour merely because one likes it.

Meroo Seth
Alphabet G Mug.
Meroo Seth
Alphabet M Mug.

Colours communicate various meaning; even all colours combinations signify differently, evoking varied emotions and feelings when paired with another colour. So, she believes it’s very important that elements in the composition balance weight. For example, the thickness of a form, colour, texture and the kind of forms should also have a consistent style they follow. Sometimes, the form cannot say it all; the use and amount of colours then play an even more important role in communicating the idea.

Meroo Seth
Cavaya Fine Dine Menu.
Meroo Seth
Cavaya Fine Dine stationary.

Harmonising elements.

Meroo firmly trusts that everything and everyone supports and relies on one another and that it applies in the case of colours too. Each colour change relies on what the rest of the colours and elements are. The shades and tones can be played amongst each other to provide an appealing look while balancing the elements of the composition.

Meroo Seth
Food posters.
Meroo Seth
Eating Together.

At times, she isolates a colour to give it focus, so as to create a totally unique impact. Likewise, she also plays with light and shade to create an interesting mood. While choosing a colour palette, she comes up with a few keywords the palette should reflect when creating a mood board for a particular subject – for example, ‘happy, fun and bold’. Now, that’s sure to spread some smiles.

Meroo Seth
Best Friends.
Meroo Seth
Coffee cups for The Hangout Café.

Published in Issue 35

The season of the festival has started and everyone is preparing to have a unique one this time with less cash and more fun. We interview many creatives who create promotional or calendar design each year. As most of the thing around us had shifted to digital, even calendar design and the promotion has shifted. But Yorick Pintos, a strategic consultant at studio Kohl suggests that best option would be to a mix of both, the traditional and digital media. Digital Illustrator Nithin Rao Kumblekar also shared his love for the printed calendars and emphasis on the effectiveness of it.
With many unique inspirations, advice and project showcase this issue is a must-have if you are interested in print design & want to understand the future of the same.

 

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The campaign for Soolantra utilises characterisation very effectively to depict the efficacy of the treatment and its ability to eliminate the symptoms of the chronic skin disorder – Rosacea once and for all.

skin - Soolantra

Brief

Galderma, a specialist on skin medical solutions developed a potent topical treatment, ‘Soolantra’ for Rosacea, a common chronic inflammatory skin disorder which affects an estimated 40 million people worldwide. In the past ten years, dermatological research failed to provide an effective treatment whereby causing exasperation in patients and doctors alike.

skin - Soolantra

The Challenge

In this scenario, the challenge was to showcase Soolantra in a new light. The differentiating factor of this topical treatment was its efficacy when compared to other treatments available. But, with so many treatments falsely advertising themselves to be effective, the campaign had to be innovative and make people believe that this topical treatment is distinct among the many available in the market.

skin - Soolantra

The Solution

The concept of the campaign was based on the story of good versus evil or strong versus weak. With Soolantra as the mighty hero overpowering the evil Rosacea that has plagued its victims since a decade, this universal story captured the true essence of the product while being relatable to the mass audience. To make a large impact and gain maximum exposure, the campaign was showcased in personal and non-personal channels. The animated endorsement appeared on iPads of representatives during sales calls, banners, physician’s website and professional e-mails. Along with print materials such as posters, flash cards, and brochures, even high-profile tactics at the American Academy of Dermatology convention was held.

skin - Soolantra

Result

By showcasing Soolantra as the powerful topical ascending above all other agents to overpower the papules appearing on the face of the sufferers, this groundbreaking endorsement has achieved to convey its benefits and create awareness about its presence in the market. Receiving an extremely positive feedback overall, there has been a steady increase in total prescriptions since the launch of the campaign.

skin - Soolantra

Credits

 

Agency: McCann Echo
Creative Production Studio: Ars Thanea

 

Video:
Executive Creative Director: Peter Jaworowski
Director: Karol Kołodziński
Producer: Marcin Molski, Aleksander Kmiecik
Script: Karol Kołodziński
Art Directors: Karol Kołodziński, Paweł Szklarski
Storyboard Artist: Michał Lisowski
Technical Lead: Łukasz Skurczyński
CG Supervisor: Paweł Szklarski
Concept Artist: Michał Lisowski
Character Artist: Łukasz Skurczyński
Lead Shading & Lighting: Paweł Szklarski
Shading Artist: Paweł Szklarski
Rendering Artist: Paweł Szklarski
Texture Artists: Paweł Szklarski, Piotr Nowacki
Animation Supervisors: Patryk Habryn, Łukasz Skurczyński
Character TD: Victor Vinyalis
3D Animators: Hugo Garcia, Patryk Habryn
Compositing: Karol Kołodziński
IT Support: Krzysztof Zarzycki
Music, Sound FX, Mastering: Wojciech Roguski, Marcin Cisło
Business Unit Director: Marcin Molski

 

Print:
Executive Creative Director: Peter Jaworowski
Art Director: Karol Klonowski
Producer: Marcin Molski, Aleksander Kmiecik
Concept Artist: Michał Lisowski
Digital Artists: Karol Klonowski, Marcin Kowalski, Łukasz Wiktorzak, Piotr Frączkowski
3D Lead Artist: Piotr Nowacki, Paweł Szklarski
Modeling & Texture Artists: Łukasz Skurczyński, Piotr Nowacki, Paweł Szklarski
Shading Artist: Piotr Nowacki, Paweł Szklarski
Business Unit Director: Marcin Molski

Graphic designer, Itu Chaudhuri, lets out his experience and insight in the field of branding. He expresses what goes into creating effective brands, and the various aspects or elements that play a role in the process.

Branding
The Wild Stone Code Range.

CG. What is the relationship between the product and the branding? How does the former shape or inspire the latter?

IC. For some brands, the product’s properties are the heart of the brand. For example, we know Mercedes by their cars, which are a model of stability and Germanic engineered perfection; not by their advertising or showrooms or their F1 Cars (which they do very well). For those brands, branding needs to reflect what’s special about the product, but rarely reflects the product itself. The ‘what’s special’ part, in turn, depends on the category. For more functional products, it’s about a clear benefit from using it (e.g. relieving pain).

Branding
The Real Tea Range.

For less functional brands, the benefit may be more in the mind i.e. how it makes people feel, or its ‘values’ (what it encourages its customers to believe in). This is also true for brands, which we know by their advertising more than by the special qualities of the product (e.g. a mobile service like Vodafone or Airtel). But, rarely does the branding show the product itself. If the product is a packaged product that’s never unpacked (think deodorants, or insect repellents, or a fizzy drink), then the branding and the product are practically fused (even when large advertising budgets support the brands).

Branding
Branding
Branding
Eicher Live.

CG. According to you, How and to what extent, does branding impact an audience?

IC. Every customer knows that they are being manipulated. So, branding works best when it slips under the radar of the customers or escapes their ‘crap detector’. Yet, if the brand seems to admit this while managing to charm the customers, it works. The audience is then willingly helpless to resist. This means that the branding is, in some sense, invisible when it appears to belong or be inevitable as if there was no other way it could have appeared. This requires honesty on the owner’s part and linking the brand to what is true. Despite this, it’s carefully orchestrated. Simply appearing artless won’t do it. Done right, it can succeed in disarming the customer.

Branding
The Almirah.
Branding
The Almirah.

CG. What do you do to ensure that the brand character comes across fully in the final design?

IC. Personality is the key, and thus cannot be overlooked or sidelined at any stage. It’s a mental model of the brand that describes the brand’s character and attitude, more like a representative, and thus implies its appearance.

Brand applications for ‘Hired’.

CG. What do you feel should be proportion, or how much is the need for balance, between minimalism and complexities in a design?

IC. The point isn’t a balance: it’s more a purposeful imbalance. Different brands need different treatments, so that one may do best in a minimal style, and another with a busy, or even chaotic style. This is a necessary facet that one needs to recognise and remember throughout the process.

Branding
Annual Report Design for IDFC.
Branding
Branding
Branding
Branding
Branding

CG. What do you feel is an essential part of branding?

IC. Deep understanding of the client’s truth is fundamental and most essential, but making sure that it’s attractive to their customers is of value, at the same time. If you succeed on the first count and fail on the second, you touch no one. The other way around, and the attraction will be skin deep. It very clearly is a case of both or nothing.

Branding
Publication design for Breakthrough.

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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