Sameer Aasht Effective ExperiencesNote: What follows has been team work and would not have been possible without the respec9ve organisa9on’s support, the subsequent slides is an ode to great colleagues in art & gives a ﬂavour of my contribu9on by way of strategic direc9on
FICCI Brief / Business Problem Design challenge Design Solu6on The young vibrant India To create a fresh iden9ty that Purposeful graphics depic9ng couldn’t relate with the old embodies youth while exuding progression, futuris9c outlook FICCI. Needed a look to support stature, wisdom, pride & trust. & inspiring collabora9on. The the op9mis9c sen9ment of India Progressive while embracing new iden9ty brings a daring being the next global super the diverse industries new dynamism to a brand that power represented by the body signiﬁes heritage but lacked youth appeal Eﬃcacies: Created a younger FICCI to resonate the sen9ment of India being the next global super power through progressive graphics in Indian tricolor
NourishCo Brief Design challenge Design Solu6on To communicate the Create relevance through 3 iden99es embodying essence of brand Nourishco evoca9vely depic9ng the growth, prosperity, ﬁtness which will cater to the social intent and beneﬁts of the and “can do” spirit of our cause of nurturing the brand using the universal BOP audience in synch with malnourished in India language of symbols the Indian cultural code. through for9ﬁed food & (to ensure the iden9ty ﬁnds The thema9c op9ons are beverage oﬀerings acceptance with BOP audience 1. Buoyancy who is likely to be illiterate or 2. Sprint more conversant with a 3. Germina9on vernacular language)
Tata Water Plus Brief Design challenge Design Solu6on To create packaging for Tata 1. Create relevance amongst a 1. Beneﬁt led design logic Water Plus which will cater severely price conscious 2. Crea9ve expressions to the hydra9on needs of audience • Leaps of health the audience at the boom 2. Educate them about reasons • Happy Moments of pyramid through for9ﬁed to pay a premium for a • Gush of Water water delivered in pouches for9ﬁed water while they have • Ac9ve forever and boles. just grudgingly started paying 3. Engagement ideas For9ﬁca9on will be through for packaged water • Calcium 3. Evoca9vely depic9ng the • Boron & Chromium intent and beneﬁts of the • Zinc brand using the universal language of symbols, while conno9ng Happy Health Happy Health (‘coz high incidence of illiteracy in BOP)
Himalayan Water Brief / Business Problem Design challenge Design Solu9on Himalayan claimed to be the Although the brand had a It reflected the vivacity ofpurest in natural mineral water strong connect with foreign India as opposed to thesourced directly from the tourists, the brand appeal to serenity usually depicted byHimalayas. domestic consumers was Mountain water brands. For It was to be the most premium limited. The challenge was the first time in India, thebrand in the category. The task to unleash the untapped bottle was ‘shrinkwas to inculcate the importance potential of this segment wrapped’ and each bottleof natural mineral water with an attractive face lift. had a signature story tothrough the brand personality and communica9on. amplify the source Eﬃcacies The source story expressed tastefully through the use of natural elements added a touch of intrigue
Himalayan S9ll & Sparkling New Brief Design challenge Design Solu6on To create packaging for 1. Create relevance amongst a An ar9s9c premium take on the Sparkling Himalayan which will market well entrenched with pack to retain the Himalayan cater to the hydra9on needs of compe99ve op9ons essence “nature at its best” across the aﬄuent at a global level 2. Connote premium while rendi9ons of S9ll and Sparkling Make it the most premium borrowing from Nature and packaging designs member of the Himalayan Himalayan (Indian) 1. Crowned Nature family by 3. Think por^olio ﬁt while moving 2. Natural ﬁzz • Retaining natural cues up the ladder 3. Sparkling Nature • Form of bole • Appe9te appeal Along with infusing • Eﬀervescence cues • and maybe a change in color
Any9me Fitness/Pro 2 Brief / Business Problem Design challenge Design Solu6on 1. Strike a balance between PRO2 is Probio9c x Protein, the ﬁtness & agility in a Gym Logo op9ons deﬁning the logo needs to mainly connote context which is brands essence Strength / Power (Protein), perceived to be more 1. Sprint ready Stamina / Energy and good about bulk crea9on or 2. One + One = II health (Probio9c) 1. Preferred Colous: Green, weight loss 3. Vibrant Vibes Yellow and Red 2. Bring in culinary, nutri9on 4. Performance Inﬁnity 2. Not muscular & appe9te feel while 3. Logo look and feel: 3D, retaining the health Exci9ng, out-‐of-‐the-‐box, classy, imagina9ve. promise
SaaiBaba/iden9ty op9ons Brief / Business Problem Design challenge Design Solu6on A pioneer in original talent hunt 1. Strike a balance between Logo op9ons + Storyboard shows like Antakshari, Sa Re Ga rooted raw talent and concepts through the Ma, Chhote Ustaad and more contemporary outlook following routes has now successfully ventured 2. Using the preferred colors of 1. SaptaSur: Flight to glory into regional shows across the na9on by being the most sought Blue, Green & White with 2. Cultural Mel9ng Pot ajer pla^orm for raw music secondary mix of Yellow & 3. Flight to glory talent. The next step is to target Magenta; bring to life the 4. Flame of Op9mism the global market of South Asian brand’s essence diasporas through an even greater fervor. Keen at a fresh 3. Ensure the new iden9ty is iden9ty conno9ng hope, most appealing in a moving op9mism and infusing desire images format amongst masses to fall in love with the brand
Coca cola Cricket special Brief Design challenge Design Solu6on Desire to ride the Indian cricket Create relevance between the 5 op9ons of 6 cans depic9ng fever through specially designed legendary Coke brand, Coca-‐Cola as the universal icon cans targe9ng the Indian audience and cricket of happiness seen through the Euphoria for Cricket and lens of Cricket leverage the upcoming world • Believers’ Coliseum cup being held in South Asia • Real things of cricket • Inspiring Moments • Heroes of the day • Captains of Op9mism Note: This crea9on, although well appreciated was terminated due to issues of logis9cs and commercial viability
Brief / Business Problem Design challenge Design Solu9on / We deﬁned the challenge as Brand PorNolio The extensive range of overcoming the indiﬀerence of Considering our core TG seeks sta9onery being oﬀered by ITC our target audience: kids, who excitement; to overcome the under the brand classmates, perceived most sta9onery challenges we created an needed a diﬀeren9ated visual brands to be the same and not engaging and imagina9ve world of language to ensure it stood out having any capability to color crew through intriguing from compe99ve oﬀerings while engage them. characters of billy, boe and friends ensuring hygiene aspects like which were adapted into shelf throw, synergies and packaging, Digital and TVCs too product features Eﬃcacies Created an engaging world of the characters with entertaining story ideas for kids to interact with
7 year old Billy lives in his own imaginary world, whereeverything he draws comes to life. His best friend Boaccompanies him on his everyday adventures as he goesdeeper down the rabbit hole, making friends more friends ashe goes along.
ITC Classmates Pencils Brief / Business Problem Design challenge Design Solu9on / We deﬁned the challenge as Brand PorNolio The category of pencils is visually empowering the We created varied depic9ons of overcrowded with oﬀerings audience of diﬀerent ages into visual crea9on of what the from strong brands like Natraj, believing in the power of audience clusters most aspired to Apsara and a host of smaller imagina9on which a simple draw by incorpora9ng the crea9on regional / unorganized players. pencil like ours could unleash. within the product window Needed a way to diﬀeren9ate us from others while driving synergies with the brand’s core promise. The 3 ranges were targe9ng diﬀerent age groups Eﬃcacies from 5 to 16 yrs Projected the pencils as t ﬁrst step of sketchy starts progressing to he big things!
Jet Airways youth ini9a9ve Brief Design challenge Design Solu6on To create trac9on with youth Create youth appeal without Assigned the parent brand an and rejuvenate the airline aliena9ng the brand’s core endorser role, created a brand. Highlight the network audience: Business Travelers. por^olio with a dose of Jet strengths and range of Not let the collabora9ons steal Airways’ brand Colors while des9na9ons oﬀered. To tackle the limelight. Create a infusing a dose of energy recession, collaborate with property which can be through dreamy clouds, a ﬂight relevant partners to create a appropriated by the Jet taking oﬀ and an ampliﬁca9on bundled deal. Airways brand even if the of yellow, one the secondary collabora9ng brands drop out. colors for the brand.
Eﬃcacies Over a short span of 60 days, converted 12,000 students ﬂying abroad genera9ng incremental revenues worth Rs 20 crores/ US $ 4 mn: an ROI of 90 9mes in a recession. The airline is now in the third year of the ini9a9ve.
Birla Wipes business Brief Design challenge Design Solu6on To u9lize surplus produc9on Create a personal care oﬀering A brand appropria9ng the capacity of viscose available at from an industrial brand possibili9es of instant beauty the Birla factories and create a solu9ons. Given the nega9ve branded oﬀering. Deﬁne brand’s lineage and lack of long term vision, priority competence in the beauty markets, segments and map space, collabora9on with right path to leveraging opportuni9es ingredients helped arrive at a compelling oﬀering