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Effective Experiences Sameer Aasht Note: 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

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Page 1: Sameer aasht work in a nutshell slideshare version

Effective Experiences

Sameer Aasht

Note:  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  

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Design  challenge  

   

To  create  a  fresh  iden9ty  that  

embodies  youth  while  exuding  

stature,  wisdom,  pride  &  trust.  

Progressive  while  embracing  

the  diverse  industries  

represented  by  the  body  

Brief  /  Business  Problem  

 

The  young  vibrant  India  

couldn’t  relate  with  the  old  

FICCI.  Needed  a  look  to  support  

the  op9mis9c  sen9ment  of  India  

being  the  next  global  super  

power  

Design  Solu6on  

 

Purposeful  graphics  depic9ng  

progression,  futuris9c  outlook  

&  inspiring  collabora9on.  The  

new  iden9ty  brings  a  daring  

new  dynamism  to  a  brand  that  

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    

FICCI    

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Logo

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Design  Solu6on  

   

3  iden99es  embodying  

growth,  prosperity,  fitness  

and  “can  do”  spirit  of  our  

BOP  audience  in  synch  with  

the  Indian  cultural  code.  

The  thema9c  op9ons  are  

1. Buoyancy  2. Sprint  

3. Germina9on  

Design  challenge  

   

Create  relevance  through  

evoca9vely  depic9ng  the  

intent  and  benefits  of  the  

brand  using  the  universal  

language  of  symbols  

(to  ensure  the  iden9ty  finds  

acceptance  with  BOP  audience  

who  is  likely  to  be  illiterate  or  

more  conversant  with  a  

vernacular  language)  

Brief  

 

To  communicate  the  

essence  of  brand  Nourishco  

which  will  cater  to  the  social  

cause  of  nurturing  the  

malnourished  in  India  

through  for9fied  food  &  

beverage  offerings  

 

NourishCo    

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Design  Solu6on  

1. Benefit  led  design  logic  2. Crea9ve  expressions  • Leaps  of  health  • Happy  Moments  

• Gush  of  Water  

• Ac9ve  forever  3.          Engagement  ideas  

 

Design  challenge  

1.  Create  relevance  amongst  a  

severely  price  conscious  

audience    

2.   Educate  them  about  reasons  

to  pay  a  premium  for  a  

for9fied  water  while  they  have  

just  grudgingly  started  paying  

for  packaged  water    

3.  Evoca9vely  depic9ng  the  

intent  and  benefits  of  the  

brand  using  the  universal  

language  of  symbols,  while  

conno9ng  Happy  Health  (‘coz  high  incidence  of  illiteracy  in  BOP)  

Brief  

To  create  packaging  for  Tata  

Water  Plus  which  will  cater  

to  the  hydra9on  needs  of  

the  audience  at  the  bo\om  

of  pyramid  through  for9fied  

water  delivered  in  pouches  

and  bo\les.    

For9fica9on  will  be  through  

•   Calcium  

•   Boron  &  Chromium  

•   Zinc  

Happy Health

Tata  Water  Plus    

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The  source  story  expressed  tastefully  through  the  use  of  natural  elements  added  a  touch  of  intrigue    

Design  challenge  

 

Although the brand had a

strong connect with foreign

tourists, the brand appeal to

domestic consumers was

limited. The challenge was

to unleash the untapped

potential of this segment

with an attractive face lift.

Brief  /  Business  Problem  

 

Himalayan   claimed   to   be   the  purest   in   natural  mineral   water  sourced   directly   from   the  Himalayas.    It  was   to  be   the  most   premium  brand   in   the   category.   The   task  was  to  inculcate  the  importance  of   natural   mineral   water  through   the   brand   personality  and  communica9on.    

Design  Solu9on  

 

It reflected the vivacity of

India as opposed to the

serenity usually depicted by

Mountain water brands. For

the first time in India, the

bottle was ‘shrink

wrapped’ and each bottle

had a signature story to

amplify the source

 

 

 

 

 

Efficacies  

Himalayan  Water  

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Design  Solu6on  

   

An  ar9s9c  premium  take  on  the  

pack  to  retain  the  Himalayan  

essence  “nature  at  its  best”  across  

rendi9ons  of  S9ll  and  Sparkling  

packaging  designs    

1. Crowned  Nature  2. Natural  fizz  3. Sparkling  Nature  

 

Design  challenge  

   

1. Create  relevance  amongst  a  

market  well  entrenched  with  

compe99ve  op9ons  

2.  Connote  premium  while  

borrowing  from  Nature  and  

Himalayan  (Indian)  

3. Think  por^olio  fit  while  moving  

up  the  ladder    

New  Brief  

 

To  create  packaging  for  

Sparkling  Himalayan  which  will  

cater  to  the  hydra9on  needs  of  

the  affluent  at  a  global  level  

Make  it  the  most  premium  

member  of  the  Himalayan  

family  by    

• Retaining  natural  cues  

• Form  of  bo\le  

• Appe9te  appeal  Along  with  infusing  

• Effervescence  cues    • and  maybe  a  change  in  color  

Himalayan  S9ll  &  Sparkling    

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Design  challenge  

1.  Strike  a  balance  between  

fitness  &  agility  in  a  Gym  

context  which  is  

perceived  to  be  more  

about  bulk  crea9on  or  

weight  loss  

2.  Bring  in  culinary,  nutri9on  

&  appe9te  feel  while  

retaining  the  health  

promise  

Brief  /  Business  Problem  

 

PRO2  is  Probio9c  x  Protein,  the  logo  needs  to  mainly  connote  Strength  /  Power  (Protein),  Stamina  /  Energy  and  good  health  (Probio9c)    1.  Preferred  Colous:  Green,  Yellow  and  Red  2.  Not  muscular    3.  Logo  look  and  feel:  3D,  Exci9ng,  out-­‐of-­‐the-­‐box,  classy,  imagina9ve.    

Design  Solu6on  

 

Logo  op9ons  defining  the  

brands  essence  

1. Sprint  ready  

2. One  +  One  =  II  3. Vibrant  Vibes  4. Performance  Infinity  

 

 

 

 

 

Any9me  Fitness/Pro  2    

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Design  challenge  

1. Strike  a  balance  between  rooted  raw  talent  and  

contemporary  outlook  

2. Using  the  preferred  colors  of  

Blue,  Green  &  White  with  

secondary  mix  of  Yellow  &  

Magenta;  bring  to  life  the  

brand’s  essence  

3. Ensure  the  new  iden9ty  is  

most  appealing  in  a  moving  

images  format    

Brief  /  Business  Problem  

A  pioneer  in  original  talent  hunt  shows  like  Antakshari,  Sa  Re  Ga  Ma,  Chhote  Ustaad  and  more  has  now  successfully  ventured  into  regional  shows  across  the  na9on  by  being  the  most  sought  ajer  pla^orm  for  raw  music  talent.  The  next  step  is  to  target  the  global  market  of  South  Asian  diasporas  through  an  even  greater  fervor.  Keen  at  a  fresh  iden9ty  conno9ng  hope,  op9mism  and  infusing  desire  amongst  masses  to  fall  in  love  with  the  brand  

Design  Solu6on  

Logo  op9ons  +  Storyboard  

concepts  through  the  

following  routes  

1. SaptaSur:  Flight  to  glory  

2. Cultural  Mel9ng  Pot  

3. Flight  to  glory  4. Flame  of  Op9mism  

 

 

 

 

 

SaaiBaba/iden9ty  op9ons    

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Note:  This  crea9on,  although  well  appreciated  was  terminated  due  to  issues  of  logis9cs  and  commercial  viability    

Design  Solu6on  

   

5  op9ons  of  6  cans  depic9ng  

Coca-­‐Cola  as  the  universal  icon  

of  happiness  seen  through  the  

lens  of  Cricket  

•   Believers’  Coliseum  

•   Real  things  of  cricket  •   Inspiring  Moments  

•   Heroes  of  the  day  

•   Captains  of  Op9mism  

Design  challenge  

   

Create  relevance  between  the  

legendary  Coke  brand,  

audience  and  cricket    

Brief  

 

Desire  to  ride  the  Indian  cricket  

fever  through  specially  designed  

cans  targe9ng  the  Indian  

Euphoria  for  Cricket  and  

leverage  the  upcoming  world  

cup  being  held  in  South  Asia  

 

Coca  cola  Cricket  special  

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Created  an  engaging  world  of  the  characters  with  entertaining  story  ideas  for  kids  to  interact  with  

Design  challenge  

We  defined  the  challenge  as  

overcoming  the  indifference  of  

our  target  audience:  kids,  who  

perceived  most  sta9onery  

brands  to  be  the  same  and  not  

having  any  capability  to  

engage  them.    

Brief  /  Business  Problem  

The  extensive  range  of  

sta9onery  being  offered  by  ITC  

under  the  brand  classmates,  

needed  a  differen9ated  visual  

language  to  ensure  it  stood  out  

from  compe99ve  offerings  while  

ensuring  hygiene  aspects  like  

shelf  throw,  synergies  and  

product  features  

Design  Solu9on  /    

Brand  PorNolio  

Considering  our  core  TG  seeks  

excitement;  to  overcome  the  

challenges  we  created  an  

engaging  and  imagina9ve  world  of  

color  crew  through  intriguing  

characters  of  billy,  boe  and  friends  

which  were  adapted  into  

packaging,  Digital  and  TVCs  too  

 

 

 

 

 

 

Efficacies  

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7 year old Billy lives in his own imaginary world, where everything he draws comes to life. His best friend Bo accompanies him on his everyday adventures as he goes deeper down the rabbit hole, making friends more friends as he goes along.

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Projected  the  pencils  as  the  first  step  of  sketchy  starts  progressing  to  big  things!  

Design  challenge  

We  defined  the  challenge  as  

visually  empowering  the  

audience  of  different  ages  into  

believing  in  the  power  of  

imagina9on  which  a  simple  

pencil  like  ours  could  unleash.    

Brief  /  Business  Problem  

The  category  of  pencils  is  

overcrowded  with  offerings  

from  strong  brands  like  Natraj,  

Apsara  and  a  host  of  smaller  

regional  /  unorganized  players.  

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  

from  5  to  16  yrs  

Design  Solu9on  /    

Brand  PorNolio  

We  created  varied  depic9ons  of  

visual  crea9on  of  what  the  

audience  clusters  most  aspired  to  

draw  by  incorpora9ng  the  crea9on  

within  the  product  window  

 

 

 

 

 

 

Efficacies  

ITC  Classmates  Pencils  

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Design  Solu6on  

   

Assigned  the  parent  brand  an  

endorser  role,  created  a  

por^olio  with  a  dose  of  Jet  

Airways’  brand  Colors  while  

infusing  a  dose  of  energy  

through  dreamy  clouds,  a  flight  

taking  off  and  an  amplifica9on  

of  yellow,  one  the  secondary  

colors  for  the  brand.    

Design  challenge  

   

Create  youth  appeal  without  

aliena9ng  the  brand’s  core  

audience:  Business  Travelers.  

Not  let  the  collabora9ons  steal  

the  limelight.  Create  a  

property  which  can  be  

appropriated  by  the  Jet  

Airways  brand  even  if  the  

collabora9ng  brands  drop  out.  

Brief  

 

To  create  trac9on  with  youth  

and  rejuvenate  the  airline  

brand.  Highlight  the  network  

strengths  and  range  of  

des9na9ons  offered.  To  tackle  

recession,  collaborate  with  

relevant  partners  to  create  a  

bundled  deal.  

Jet  Airways  youth  ini9a9ve  

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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.  

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Design  Solu6on  

   

A  brand  appropria9ng  the  

possibili9es  of  instant  beauty  

solu9ons.  Given  the  nega9ve  

lineage  and  lack  of  

competence  in  the  beauty  

space,  collabora9on  with  right  

ingredients  helped  arrive  at  a  

compelling  offering  

Design  challenge  

   

Create  a  personal  care  offering  

from  an  industrial  brand  

Brief  

 

To  u9lize  surplus  produc9on  

capacity  of  viscose  available  at  

the  Birla  factories  and  create  a  

branded  offering.  Define  brand’s  

long  term  vision,  priority  

markets,  segments  and  map  

path  to  leveraging  opportuni9es    

Birla  Wipes  business  

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Skincare  on  the  go  

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Collaborators

Sameer Aasht Founder Director Alma Mater Biz Solutions Pvt Ltd

Sameer loves to apply the art of brand performance to the science of business growth

The last 11 years of driving growth for some of the best brands in India & abroad has him believe an idea is strategic only when it is executed profitably.

As a founder director of Alma Mater Biz Solutions Pvt Ltd; he has consulted talent in nurturing the dream of freedom through entrepreneurial ventures.

In earlier assignments, he has headed role of international marketing for Jet Airways, Headed Strategic planning divisions of Percept / H, Headed Strategy function for the India office of for the world’s largest Brand design firm Landor Associates.

At Jet Airways, he collaborated with cross-functional teams to launch the brand in North America, Europe, Middle East & Far East as well as launching consumer segment focused brand experiences Communication Agencies worked with include TBWA, Ambience Publicis, Contract Advertising, Ogilvy and Rediffusion Y&R. Brands Strategized on include HSBC, Cadbury’s, Asian Paints, Mahindra, Volvo-Eicher, Suzlon, World Gold Council, Visa Monetize (Movida), Unilever’s Elle18, Pantaloons, Kansai Nerolac, Samsonite, Black & Decker, DeWalt, Tata Water (Himalayan), Times of India & FICCI

He has done his schooling from St. Xavier’s Ahmedabad, an MBA from ITM and is an alumnus of IIM-A (Indian Institute of Management, Ahmedabad). He has participated in various industry programs of NID (National Institute of Design) and is also empanelled as a design consultant with MSME initiative of NID.

An avid reader with an eclectic taste he indulges those he collaborates with into creative and business excellence.

© Alma Mater Biz Solutions Pvt Ltd 2012.