1) Godrej Locks approached the agency to reposition its brand image from "traditional and old-school" to "young and experienced". Packaging and print campaigns were redesigned to achieve this. 2) For the Vivacity mall project in Thane, a branding strategy connected the brand to the sky to represent limitless choice. Various events promoted the size of the mall to clients. 3) Digisol, a division of Smartlink, lacked its own identity. A rebranding effort established Digisol's leadership position and associated it with qualities of nature.

1. From the Vault
Flat no. 601, 6th Floor
Rocky Hill,Shirley Rajan Road
Rizvi Complex
Bandra west
Mumbai - 400050

2. FromtheVault
GODREJ LOCKS
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Packaging
(ii) The chic Mortise packaging
addressed a more complex
requirement for a box whose
dimensions could be adapted to
any number of product varieties.
(iii) Godrej’s first ever electronic
lock was encased in an upscale
and contemporary design that
echoed the ‘young and
experienced’ image.
One of India’s most legendary companies Godrej & Boyce
approached us with their flagship brand, Godrej Locks
following an advisory guideline that suggested a repositioning
turnaround of the brand’s image from ‘traditional and
old-school’ to ‘young and experienced’. Our first pitch was
for a repackaging opportunity for the landmark Nav Tal (i)
lock. India’s largest selling padlock had long been recognized
for strength, durability and trustworthiness. We gave it a new
visual appeal: a clean, smart and confident look that was
sure to please the modern consumer.
Packaging
Negative spacing and clean lines
did away with the previously
cluttered look, now placing the
product in the functionality-based
Home and Garden segment.
GODREJLOCKS
HARDWARE

3. Corporate Print Campaign
The corporate print campaign
also replaced the utilitarian,
hardcore approach previously
used with a softer, more
emotional appeal.
FromtheVault
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(ii) the soft board
accessories comprising of
the Mission/ Vision
statements of the company.
Installation
The cube served as the common
element in (i) the aluminum
die-cast installations as well as
GODREJLOCKS
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Being Industry leaders, Godrej Locks, for the ease of
consumer understanding, devised the 5 Levels of Security.
Based on a market research finding, it was understood that
the existing perception of locks was as a rational, practical,
low priority purchase. Godrej decided to balance this with a
more aesthetic, emotional approach.
HARDWARE

4. GODREJLOCKS
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Catalogue for Influencers
While the aesthetic for each book
reflected a youthful vibrancy, the
comprehensive technical
guidance offered reinstated the
brand’s 100 year old legacy as
industry leaders.
FromtheVault
Comprehensive Catalogue
Consistency was the key element
here as the cube was brought
forth in the lines, tabs and icons
designed to streamline information
and make for easy browsing.
Reflecting the changing market dynamics today where B2B
communication with the real estate players, influencers and
consultants is of equal if not greater prominence, Godrej
initiated a new marketing drive to specifically reach out to
them. In addition to planning the company’s exhibition
presence we also devised highly engaging print
communication for the targeted, like the Comprehensive
Catalogue, the Locking Catalogue for Homes and the
Architects’ catalogue (i, ii & iii).
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HARDWARE
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5. FromtheVault
Safety poster
Carrying the cube forward, we
assigned game related elements
to each communication keeping
it light and direct.
The same approach was
maintained in poster designs for
the work force where direct
messages and precise symbols
were used.
Godrej Management have recently imbibed a TOC policy to
improve effciency and output and coined the acronym IDEA
to communicate the same to their various teams. We designed
the IDEA is IDEAL campaign using a simple, fun and effective
thought of equating work and play.
GODREJLOCKS
HARDWARE

6. FromtheVault
GODREJLOCKS
With a refreshed identity and influencers aware of the new
stance, Godrej Locks launched Astro, a lock that is targeted at
women. The contemporary design and trust of Godrej seal made
Astro stand out as the first lock from the company that aimed to
tease the senses and provide security at the same time.
HARDWARE
A desktop acrylic display unit (Ills i-iii)
along with posters (Ills iv) and leaflets
were created (Ills v-vi)
Point of Sales
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7. FromtheVault
VIVACITY
Print Campaign
The first set of print ads to
appear in trade magazines
distinctly associated the brand
with the sky promoting the
advantage of size, space and
limitless choice.
Identity
The various hues of the sky in the logo symbolize
the brand promise of Endless Discoveries. The
dynamic logo further adapts itself to multiple spaces
and accentuates this concept.
VIVACITY
In 2010 Sheth Developers forayed into the retail space with
Vivacity- a gigantic mall in Thane district, built up to an
astounding 1 million square feet! The sheer size of the project
posed a mammoth task of convincing B2B clients to share
space with a mesmerizing array of brands as well as ensuring
more than adequate footfall subsequently. We decided to
convert the challenge into an advantage and proposed an
entirely unique communication strategy.
Firstly, a value of multiplicity was attached to the brand by
connecting it to the most recognizable symbol of infinity
ever- the sky! The tagline “endless discoveries” evolved from
here and a dynamic logo was designed to represent an
ever-changing brand value.
RETAIL

8. IRF Events
While the 3D walkthrough by
Cineapolis entertained many, the
quick puzzle game (i & ii) proved a
huge success as more than 2500
people engaged in some fun!
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FromtheVault
IRF Events
Size and volume were
amply hinted at by
our unique promoters
who exhibited the 7
large anchors (iv) and
other highlights of the
brand (iii).
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India Retail Forum 2010: Vivacity’s first ever interface with
the retail community had to be spectacular and the client brief
was simple: to own IRF 2010. A 360 degree approach was
planned with a spell-binding stall with theatrical abilities, brand
engagement through a fun game, unique promoter ideas and
a consolidated media kit.
VIVACITY
RETAIL

9. Print Campaign
The print communication
designed for press and EDMs
pushed the ‘sky’ concept to new
levels, cleverly juxtaposing
whimsical visuals with a clear,
concise message.
IRF Events
Cut outs smartly photographed
to match viewing angle with the
photographic angle gave an
almost life-like 3D experience.
FromtheVault
For IRF 2011 the client decided to forgo a stall on the ground
altogether and utilize the overhead space instead. Taking this
idea further, cutouts were installed from the ceiling which left
quite a few heads turned upwards! The aim was to encourage
existing brand partners to expedite their fit-out processes to
ensure the timely opening of the mall in December 2012 and
this was effectively communicated with the ‘fit-outs have begun’
print campaign.
Our carefully layered creative strategy through the various
phases has ensured that Vivacity’s B2B clients experience the
same sense of awe that B2C audiences are to feel in the final
phase of promotion, boosting their confidence in the mall’s
crowd-pulling ability and fixing the brand’s unique positioning
firmly in industry and public memory alike.
VIVACITY
RETAIL

10. INORBIT
FromtheVault
K. Raheja Corporation, after success of Inorbit, Malad aimed
to build malls across India. The subsidiary Inorbit Malls Pvt.
Ltd. was formed. We were approached to create an identity
of this corporate brand.
We shaped it by extending Inorbit’s brand promise –
‘A million experiences’. We dug deep and to reach the
core of how experiences are created and positioned it as
‘A million experiences for your senses’. This got
implemented across all the touch points and a guideline
was created for the brand.
INORBITINORBIT
The philosophy of the brand extended
from all its collaterals to design
of the office space. Standardization was
the key. (Ills vii)
Office Reception
A corporate brochure was made to
communicate the new positioning and
Identity to the B2B target group.
(Ills iv-vii)
Corporate brochure
It was all about extending the brand
belief and creating a standardized look.
(Ills i-iii)
Identity
RETAIL
INORBIT
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11. INORBIT
FromtheVault
We created various engagements for Inorbit, Malad which
increased the foot fall at the mall.
RETAIL

12. INORBIT
FromtheVault
Inorbit, Vashi was launched with an outdoor campaign.
The launch was in two
phases and the quirky
teaser phase caught
quick attention of people.
Launch Campaign
RETAIL

13. Identity
Narrowing down on the existing
color red, the corporate identity
for Smartlink and Digisol was
synchronized and streamlined to
create the umbrella brand.
Packaging
Consumer interface tools like
packaging and collateral (i, ii &
iii) were made more exciting with
simpler, cleaner visuals and crisp
technical detailing.
www.digisol.com
FromtheVault
DIGISOL
Digisol, a digital solutions brand of Smartlink approached us
with a branding dilemma in 2011, peculiar to many older
companies in the industry. Despite over 40 years of market
history, Digisol lacked an independent identity as it had been
overshadowed by the popular Digilink range, now taken over
by a multinational. Without the popular name to piggyback
on, Digisol and Smartlink partnered with us to explore a new
strategy that salvaged the old. One that helped them ‘Own
their history’. We thus set out to rebuild the brand lineage
for Digisol.
DIGISOL
NETWORKING

14. Print Campaign
The ads asserted Digisol’s long
held position as market leader
and gave the brand its unique
association with the brilliance
and far reaching accessibility
of Nature.
FromtheVault
DIGISOL
A carefully structured communication approach for the print
campaign, associated Digisol’s solutions to elements in nature,
establishing values of excellence, superior coverage and
overall reach.
NETWORKING

15. Marketing Collaterals
Simplifying the brand’s
communication with its end
user by creating a clear
thematic consistency across
the board
Exhibition Stall
Digisol ‘cubes’ at various
exhibitions draw the attention
of crowds to a brand that has
finally come into its own.
FromtheVault
Innovative exhibits, a uniform color code and establishing a
tone of voice have brought a semblance of symmetry to the
brand so that today Digisol is recognized by its bold and smart
end-to-end design sensibility that have re-established the
leader in a whole new avatar!
DIGISOL
NETWORKING

16. HCC
FromtheVault
Hindustan Construction Company wanted to change their
image. They rebranded as HCC. Landor assisted them with it
and an advisory guideline was put in place. Under guidance
from Landor we implemented this guideline across all touch
points. The new stance got communicated to the internal
employees, associates, partners, existing clients and the
future recruits.
Newsletter
Campus Recruitment Campaign
Brand Workshop Collaterals
A bi-monthly newsletter was introduced
for all partners, associates and existing
clients. It informed them of the new
stance and the future and current
projects of the company. (Ills v)
Various workshops were conducted to
align employees with the company’s
new stance. All collaterals were as per
the new advisory guideline by Landor.
With the new image it was
time to infuse young and
fresh talent into the system.
All communication reflected
this new image of the
company, be it the AV,
brochures or venue design.
(Ills i-iv)
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HCC
INFRASTRUCTURE

17. HCC
FromtheVault
We created the logo and identity for the Rajiv Gandhi Sealink
and designed the experience centre at the site.
INFRASTRUCTURE

18. HCC
FromtheVault
HCC’s entered the real estate business with ‘247 Park’.
We were approached to create an identity for this new
entity and inform people about it. We borrowed ‘the
lineage’ of the mother company created an identity and
communication around it.
HCC Real Estate booth at
exhibition stalls got attention
of people as an infrastructure
giant was entering the real
estate business. (Ills iii)
Exhibition Stall
Both HCC Real Estate and the project
identity was created with the lineage of the
mother brand (Ills i-ii)
Identity
Double spread Ads in magazines
and newspaper launched
HCC Real Estate and 247 park.
Print Campaign
REALESTATE
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