the craft museum of india
DESCRIPTION
Research PresentationTRANSCRIPT
Branding Craft MuseumNew DelhiIndia
Rohit BankaAdvanced Individual PracticeBranding and IdentityMA Visual CommunicationBirmingham City University2009 - 2010
from a collection to a collectiveexperience
‣ My area of interest‣ My approach to the program‣ Evolution stages from semester one to semester three‣ My approach to AIP‣ Proposal and New Knowledge‣ The process - De!nition, Divergence, Transformation, Convergence‣ Phase 1 - De!nition‣ Phase 2 - Divergence‣ Phase 3 - Transformation‣ Phase 4 - Convergence‣ Future projections‣ Learning outcomes‣ Thankyou
Content
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‣ Based on a research proposal‣ Area of specialisation‣ Investigation . Research . Innovation
Branding Art & Culture
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1 2 3Conceptual Research
Umbrella view about
branding and identity
Case study | Wolff Olins and Branding
Tate Modern
Live Network
Visual Research
Living Visual Identities | The
changing roles of logo in brand expression
Case study | New Museum, Aol. etc.
Production Methods
Amalgamation of Conceptual,
Contextual and Visual Research
Reference | Michael Wolff, The lovemark
effect, Shashi Tharoor and Lisa Baxter.
Complete design cycle
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Advance Individual PracticeA step further
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Definition
Phase 1
Divergence
Phase 2
Transformation
Phase 3
Convergence
Phase 4
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“The sense that in todays world it is not the side of the bigger army that wins, it is the country which tells a better story that prevails and India is and must remain the land of better stories.”
- Shashi Tharoor -
The Spark
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How cultural organisations in India can be revived into contemporary platforms of cultural dialogue between the local and the international audience using branding, identity and design as a tools?
Research Question
?How cultural organisations in India can be revived into contemporary platforms of cultural dialogue...
Research Question
To bring in new knowledge and strategies in the !eld...
Field of Study
To use ‘National Handicrafts and Handlooms Museum’ also called ‘Craft Museum’ in Delhi, India as a...
Focus and Context
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Divergence
Contextual | Conceptual | Audience | Visual Research | Re-definition
Phase 2
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‣ Case study - TATE Modern
‣ Visit to V&A, London Transport Museum
‣ A shift from content led to experience led
‣ A crafted experience at micro to macro level
‣ Self Actualisation - Lisa Baxter
Questioning from the basics
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‣ A repository of past which is nowhere more than a warehouse of Indian art and craft
‣ Paralysed. Non active. Serious. Purposeful
‣ Non inviting and Uninspiring
‣ Governmental institution
‣ Visited by the urban, english speaking audience
‣ Lacks a clear vision
‣ Poor Funding
The Current Craft Museum
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How cultural organisations in India can be revived into contemporary platforms of cultural dialogue between the local and the international audience using branding, identity and design as a tools?
Research Question
The 21st century India
‣ Only young country in the ageing world
‣ High population. Fast paced. Highest economic growth
‣ More working hours, less time for leisure
‣ The urban indian lifestyle
‣ Malls, Supermarkets, Restaurants, Coffee shops
‣ Bollywood and Hollywood
‣ Largest english speaking nation in the world
‣ Levis, Benetton, Nike & Apple
‣ One of the highest migration of human capital
‣ Globalising at par with any other country in the world
‣ Plethora of choices
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Redefining the problemDesign Brief
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Objective
Brand Values
Target AudienceBrief
‣ To rede!ne and develop a future role of Craft Museum through a unique brand idea
‣ To develop a brand strategy and Identity for the revitalisation of the Craft Museum
‣ To develop a creative strategy and an economic model which helps craft museum in funding itself
‣ Taking the history and tradition of Indian craft and making them available and inspirational to the future generation
‣ Empathise with the values and passion of the audience
‣ To develop ‘celebrating culture’ as an intrinsic value of need
‣ Promotion of Indian art and craft and hence building the brand India
‣ Developing it as a centre of collective experiences
‣ Urban english speaking audience
‣ International Audience
‣ Celebrative
‣ Inventive
‣ Living and Engaging
‣ Dynamic
‣ Contemporary
‣ Authentic
Tone of Voice
‣ Young and Con!dent
‣ Inviting/ welcoming
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Mela (An Indian Fair)A local visual metaphor depicting a typical celebration/ festive mood in India
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Inspired from devanagari Script/Lettering
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Visual identity elements
Logo
Colour
Typography
Grid/Layout
Image style
5th Element
Model 1
Logo
colour
typeface
Visual style
graphic motifs
Model 2
Logo
colour
typeface
Grids
Lines
Other devices
Model 3
Logo
colour
Shape
Name
Touch & Sound
Illustration
Typography
Environment
by Matthew HealeyWhat is branding? by Tony Spaeth by Per Mollerup My own model
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If logos are defined as the identifiers for the organisation,can other visual identifiers replace logos as primary identifiers ?
?
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What if brands could marry?
An evolutionary
approach to
brand strategy
Future Projections
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‣ Critically question, evaluate and solve
a design problem or an issue‣ Have developed the sense to critically
look at any existing work in brand
communication‣ Initiate . Conceptualise . Conclude‣ Project management‣ Challenge to stop at a given stage in
the creative process‣ Working against convention‣ Live network & Entrepreneur skills
Learning Outcomes
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‣ Placed as a graphic designer and
brand manager at Eliza Tinsley‣ British Council - Connecting
with culture‣ Collaboration with Craft Museum
A good MA is a start..
What Next?