Acknowledgement
I would like to thank Shobhana madam for giving me an opportunity to work with the team at Studio Mars, Pune. It helped me built not only in terms of work but also gave me an openess to think. The working methadology has helped me gain practical experience, Focusing on detail also on understanding the need of design in terms of client’s and its problems. I would thank my mentor and guide Shakti sir for guiding me throughout the project the moments when I went wrong and helping me out in finding better solutions. I would thank Mr. Abhijit Bhagwat for his gratitude and always encouraging me for trying something new that I haven’t even thought of.
Index About studio mars
1
Define the brief
Initial brief
Clients
2
Hirearchy/ Structure of studio
Design the solution
3
Develop the idea
4
Deliver the result
Initial Research
Identity Explorations
Final options
Inferences
Final Identity
Photograph simulation
About KEPL
Strategy
Visual language
Major clientle
Task Planning
Initial Explorations
Kube- Block giveaway
About Client
Mission, Vision and Values KEPL Identity Revised brief Other events of Kirloskar Brand perception of KEPL Event name- KUBE Details of the event Products to be launched Flow of the event Proposed basic outline Media plan/ Checklist Final checklist
Map
Stationery
Reccee/ Survey of area
Badges
Mindmapping
Bags
Moodboard
Standees
Visual language
Web page ad
Font’s used
Gate arch
Sketches
Backdrop Guest registration counters Invitees Packaging- giveaway
Main Event Conclusion Bibliography
1
Define the brief Initial brief About Client About KEPL Major clientle Mission, Vision and Values KEPL Identity Revised brief Other events of Kirloskar Brand perception of KEPL Event name- KUBE Details of the event Products to be launched Flow of the event Proposed basic outline Media plan/ Checklist Final checklist
About the firm : Studio Mars is a multi-disciplinary design firm, where we create a world of better ideas and higher innovation. We offer a unique combination of creativity, strategy and commitment, to deliver the unboxed and unbeaten. By offering this creative strategic advantage, we have successfully partnered our strong client to set new global design standards.
Nature of Business: Retail and Exhibition, Events, Advertising, Identity, Print, Space, Virtual
Approach:
Define
Design
Develop
Deliver
Clients:
Hirearchy / Structure of studio
Shobhana Hadap & Mangesh Lohapatre Director Alankar Naik Sr. Art Director
Bobby Creative Head
Sr. Retail and Exhibition Visualizer (Mehul)
Retail and Exhibition designer (Priya , Prerna)
Art Director (Abhijit Bhagwat & Bhakti Deshpande )
Graphic designer (Prachi, Neha, Sampada, Sangeeta)
Intern (Harish Bhagwani)
Initial Brief by Client To do a venue branding for upcoming event happening on 15th and 16th September, 2014 . There would be launch of three products by Kirlokar Ebara Pumps Limited. The event would also have Press conference followed with the launch of the three products. The three poducts are KTUR, BB1 and BB3. The event would be at KEPL Plant, Kirloskarwadi and Holiday Inn, Pune
About Client Kirloskar Ebara Pumps Limited We at KEPL are set apart by outstanding engineering and manufacturing highly engineered pumps and allied products, which are customised for critical individual applications such as Hydrocarbon Processing, Oil and Gas, Fertilizer, Chemical Industries and Water Treatment Plants and Power Projects. With a mission of providing more including customer delight, quality in everything and precisely engineered equipment, KEPL was established in 1988. KEPL is a joint venture company of Kirloskar Group in India
Major clientle
KEPL has various national and International clientle for Hydrocarbon Processing, Oil and Gas, Fertilizer, Chemical Industries and Water Treatment Plants and Power Industries.
Misson, Vision and Values
To manufacture and sell special purpose rotary machines required in hydrocarbon processing industries and power sector and ensure proper returns to all stake holders of the company .
To have market leadership through products conforming to customer specification at competitive prices with on time delivery and prompt after sales services.
Developing and working with mutual trust Building and nurturing team work Fairness in dealing with stakeholders Quality in everything Commitment towards environment
KEPL Identity
Identity Form The identity ok KEPL (Kirloskar Ebara Pumps Limited) is inspired from the form of rotating turbine is inspired from Turbines and as the shape is rounded and symbolises speed and always in motion
KEPL Identity
Innovation . Efficiency. Sustainability
Engineering . strength . Precision
Power . Integrity
Idea behind colour scheme of the identity
Redefined Brief by Client
KTUR (API steam turbine) The three poducts to be launched. KTUR Main product and BB1and
BB1
BB3 are to be reintroduced in the event.
BB3
Name of the event ? Event Description: Launch of three products Date:16th September, 2014 Venue: Kirloskarwadi and HOLIDAY INN, Pune
KEPL Identity
About the identity The identity ok KEPL (Kirloskar Ebara Pumps Limited) is inspired from the form of rotating turbine. The green color symbolises its eco friendlyness and efficiency. Red symbolises power and durability/ strength it has. Orange symbolises color of oil and engineering supplements
Colour pallete
The identity for KEPL (Kirloskar Ebara Pumps Limited) is a plant owned by Kirloskar Brothers Limited.
Details of the event An event happening by kirloskar ebara pumps limited. The event is for their product launch of KTUR- TURBINES, BB1, BB3 respectively. schedule are: Venue: Kirloskarwadi and Holiday Inn 15th Sep – at SB Road office
• •
Soft launch at 4 pm to 5 pm Followed by a press conference
16th Sep – at Kirloskarwadi and Holiday Inn, Pune
1st Half (11:00 am – 2:00 pm) at Kirloskarwadi • Assembly factory tour 11:00 – 12:00 pm • Followed by lunch starting 12:30 – 2:00 pm 2nd Half (7:00 pm – 12 pm) at Holiday Inn, Pune • Cultural program at Holiday Inn • Cocktail • Dinner
Task/ Project assigned
Other Events of Kirloskar
Old is Gold event on April 29, 2011 . On completion of 100 years of Kirloskarwadi. The theme hows old is gold in terms of colors/ collaterals and also the visual supportoing it.
Other Events of Kirloskar
Bollywood nite for Kirlokar staff. The event focused on Bollywood songs, Theme, colors,etc.
Honorable Finance Minister of Nepal, Mr. Shankar Prasad Koirala & Mr. S R Rao, Secretary, Ministry of Commerce and Industry, Government of India at Kirloskar Electric’s stall in the exhibition. The Event was held in Khatmandu, Nepal rom 20th to 22nd December, 2013.
Other Events of Kirloskar
Global Partners meet in pune 2010. It was held for Kirloskar and its global partners across the Globe 3 important things in KEPL events : Simple
Logical
Theme that can go across
Brand perception for KEPL
Keywords :
Engineering
Logical
Process oriented
Integration
Focused
Event name- KUBE What is KUBE ? It’s a product launch event (the product is a ‘turbine’ mainly used in industries like oil & gas, steel, petrochecmical, pulp & paper mill, chemical, fertilizer, process industries etc.) Along with the launch, two other products BB1 and BB3 will be re-introduced to the guests.
Launch of 3 main products
Simple Logical
Ktur- Turbines (Main product- Launch)
KUBE The name of the event is KUBE (based on a very mathematical & engineering term ‘Cube’) . Its a 3 dimensional object.
BB1 (Reintroduced for people) BB3 (Reintroduced for people)
Clear
Products to be launched
KTUR ( Main product) Indigenously developed API Steam Turbine
Features • Segments Catered to: Oil and Gas Chemicals Power Fertilizers Frame
KT-B
Frame
KT-D
Power(KW)
50-1000
Power(KW)
1000-3000
Max inlet pressure (BARG)
48
Max inlet pressure (BARG)
62
Max inlet temperature (DEGC)
482
Max inlet temperature (DEGC)
482
Max E (BARG)
10
Max E (BARG)
Max speed (RPM)
5500
Max speed (RPM)
• Some
10 /Condensing 5500
of Our Valuable Customers:
BPCL, BHEL, MRPL, ESSAR, MCFL, HMEL, IFFCO, EIL, ISGEC, THERMAX, HPCL , TECHNIP, LINDE, TOYO, UDHE, PDIL, TCE, JACOB, FLUOR, BECHTEL, KBR, MFL
Products to be launched
BB1
Features
• • • • • • • •
API 610 11th Edition pump Head range - 16 to 300 M Capacity Range - 300 to 5500 m3/hr Temp. Range - Up to +200 °C Pressure Range - 150# ,300 #, 600#, Axially split Between Bearing pump Double suction impeller minimizing axial thrust Compact design.
Benefits Model Name : Kirloskar Between Bearing Axially split case Pump (KBAD) As per API 610 complaint Type BB1 axially split horizontal, between bearing pump
• • • • •
Benefits : Ease of rotor assembly Ease of maintenance Less vibration Low NPSHr
Products to be launched
BB3
Features
• Design and manufacture as per API 610 • Near centerline supported heavy duty axial split casing design to ensure high reliability under high pressure applications • Easy inspection and repair maintenance of bearings and mechanicalseal after removal of coupling spacer only. The rotor can be removed by disassembling upper half casing without disturbing suction / discharge piping and driver. • Low NPSH requirement is achieved with first stage double suction impeller in SPD pumps
Flow of the event
16th Sep – at Kirloskar wadi and HOLIDAY INN, Pune 1st Half (11:00 am – 2:00 pm) at Kirloskarwadi • Assembly factory tour 11:00 – 12:00 pm • Followed by lunch starting 12:30 – 2:00 pm 2nd Half (7:00 pm – 12 pm) at HOLIDAY INN, Pune • Cultural program at • Cocktail • Dinner
Proposed basic outline
For Holiday INN, Pune 16th sep, 2014 (7:00 pm – 12 pm)
Welcoming guests Dance Performance 1 Presentation 1
Duration: 4 minutes Duration: 20 minutes (minimum)
Dance Performance 2 Presentation 2
Duration: 4 minutes Duration: 20 minutes (minimum)
Dance Performance 3 Presentation 3
Duration: 4 minutes Duration: 20 minutes (minimum)
Dance Performance 4
Duration: 4 minutes
Cocktails and Dinner
Media plan / checklist for event • • • •
Registration counter Branding on the lobby (standees- Welcome, K-Tur, BB1 & BB3) Branding inside Hall (Backdrop, side panel, drop down in a cubical shape) Sitting arrangement – cluster (round table) Cloth color based on the theme color Flowers on each desk, based on the theme color Small cube of 3 inch on each desk with the branding (top opening to keep candies) Stage, light & sound system (optional)
• • • • • •
Photographer & Videographer for the complete day Professional Host / Anchor Momentos Power Bank for Press conference/ Press giveaway Packaging for powerbank with event name and company Bags for giveaway including certificate of the event for press/ VIP’s
Final checklist
check list for transportation for Holiday Inn, Pune • • • • • • • •
Kube sticker for badges Cubical cube shaped box Backdrop Paper Bags Standees Cube shaped block Giveaway Projected Backdrop at conference Welcome boards
check list for Kirloskarwadi • Gate Arch • Sign / direction boards • Product Standees • Welcome Board • Guest Registration counter • Badges
2
Design the solution Initial Research Inferences Strategy Task Planning Map Reecee/ survey of area Mindmapping Moodboard Visual language moodboard Font’s used Sketches
Initital Research
Inferences . To highlight K tur as it has the main launch for the event and also other products as well . The collaterals would follow some visual language that would go around the complete event. . The collaterals are to be made for both the events simultanousely it needs to follow a synergy in terms of visual language . The overall look should reflect the launch of product in terms of promotion/ collaterals, print, etc
Strategy . To conduct a Reccee/ Survey at both the places of the event . Mark the plotting points according to the events and making the necessary prints/ collaterals for event . Going with the flow of event and following a style of visual language that goes with the event . Designing the collaterals for the required places and Virtually placing for client’s reference . After final designs approval making it print ready for the event
Task Planning
1
2
3
4
5
Reccee/ Survey at both places
Plotting points for Print collaterals
Making Visual Language
Finalising Visual Language for event
Final Approval
To conduct a Reccee/ Survey at both the places of the event
Mark the plotting points according to the events and making the necessary print collaterals for event
Going with the flow of event and following a style of visual language that goes with the event
Designing the collaterals for the required places and Virtually placing for client’s reference
After final designs approval making it print ready for the event
Map- Kirloskarwadi
Map- Kirloskarwadi Standees Other boards Guest registration counter For Normal guests
Information Backdrop of products Coloured curtains
For VIP guests
Survey- Kirloskarwadi
Recce/ Survey was conducted to give a basic idea about the place. Reecee was conducted at both the places Kirloskarwadi & Holiday Inn, Pune
Survey- Holiday Inn, Pune
Reecee/ Survey was conducted to give a basic idea about the place. Holiday Inn, Pune
Survey- Plotting for venue branding Kirloskarwadi
Signages/ Direction boards
Standees
Gate Arch
Signages near parking
Survey- Plotting for venue branding Kirloskarwadi
Welcome Board
Backdrop
Backdrop
Wall hanging
Survey- Plotting for venue branding Holiday Inn, Pune
Welcome board next to gate Holiday Inn
Kube event presentation slide from Projector/ Welcome Boards
Standees
Event Boards
Standee
Standee
Mindmapping Efficiency
Social Quality
Energy
Power
Globally recognized
Innovation Research
Thinking Precision
Strength
Logic
KUBE Event
by KEPL (Kirloskar Ebara Pumps Limited)
useful History
Green Knowledge
Heritage Manufacturing
Management
Methods Leadership solutions Technical
Uniqueness Commitment
Competitive Synergy
Solid Hardwork
Mood board
Efficiency
Power
Innovation
Strength
Mood board for Visual language (KUBE)
Font’s Used Primary Typeface: Swis721 Md BT abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Secondary Typeface: univers abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Sketches for Identity
3
Develop the idea Identity Explorations Final Identity Visual language Initial Explorations Stationery Badges Bags Standees Web page ad Gate arch Backdrop Guest registration counters Invitees Packaging- giveaway
Identity explorations
Identity explorations
Identity options Cube in shape of box with supporting colours with edgy font kepl colors as its a 3 product launching
opening of kube in terms of colors as its a product launch
Final selected identity
Use of square shapes
Use of square shape as a logo showing integrity
Shape of turbine in the shape with 3 colors
Final Identity
About the identity As per the brand guidelines the Logo is kept identical for the event ‘KUBE’
Visual language
Cube shaped form which can form an interesting pattern in different shapes
Initial explorations
Form around the text
Merging Form in the text
Volunteer
White text on the form itself
Stationery
Badges
Square shaped Badges 4 X 4 cm
Guest pass
Voluntee r
Volunteer
Volunteer
u tee Square shaped Badges as the name suggests cube that is square shaped.
Guest pass
u te e
Volunteer
Volunteer
T- shirt
Volunteer
Volunteer
Signages
1.5 ft X 1.5 ft
Field of vision
Eye level
Overall ht 7.5 ft
Aluminium composite panel
Signages 1.5 X 1.5 ft square Overall ht 7.5 ft
Bags
Bag shaped giveaway containing envelope and other details for press cconference (giveaway)
Standees
Standees 31 *72 inch Star Flex - Outdoor
Standees for Press conference
Standees 31 *72 inch
Standees for Press conference using Theme colours & supporting illustrative forms
Standees 31 *72 inch
Standees for Press conference using Theme colours of ‘KUBE’
Standees 31 *72 inch
use of cube shaped form at the bottom to maintin a synergy across the collaterals
Web page-ad
253 x 88mm
Web page ad’s to catch attention/ presence for guests
Gate arch
Backdrop
Main event Back drop 34’ X 12.5’
Backdrop
Main event Back drop 34’ X 12.5’
Backdrop
Backdrop 34’ X 12.5’ Star Flex print
Guest registration counters
Guest registration counter 7’ X 4’ ft 3mm foam sheet
Invitees
concept 1
concept 2 5 inch x 5 inch 250 gsm art paper
Packaging for giveaway
Packaging for a cubical shaped block as a giveaway for guests. The block would have just event date and thanks giving for attending the event.
Packaging for giveaway
Packaging for giveaway- Cube shaped block
2.5 inch x 2.5 inch vinyl sticker paper
Packaging for giveaway- Cube shaped block
2.5 inch x 2.5 inch
Final options
Stationery
T-shirt
Final options
Final options
Guest registration counter 7’ X 4’ 3mm sunboard lamination
Final options
10 ft
width between pillars 8.5 m Gate arch Flex print- outdoor
2.5 ft
Final options Field of vision
1.5 ft X 1.5 ft
Eye level
Overall ht 7.5 ft
Signages for KEPL Plant, Kirloskarwadi 1.5 X 1.5 ft square Aluminium composite panel Overall ht 7.5 ft
Final options
Main standees
Final options
Other standees
Final options
Main event Back drop 34’ X 12.5’
Final options
Main event Back drop 34’ X 12.5’
Final options
Main event Back drop 34’ X 12.5’
Final options
Pune The event is going to have its product launch in 3 other cities as well
Vadodra
Invitees 250 gsm 5 x 5 inch
Final options
Chennai The event is going to have its product launch in 3 other cities as well
Delhi
Final options
welcome banner near gate Holiday Inn 8* 8 ft
Wall hanging 2’*4.5’ ft
Podium branding / speech desk 4* 2.5 ft
Projected backdrop Holiday Inn 10’*8’ ft
Photograph simulation - Kirloskarwadi
Photograph simulation is a phoographic representation with respect to the object. It was done to give client a judgement regarding look and feel of the space
Photograph simulation - Holiday Inn, Pune
Main Event- Kirloskarwadi
Sanjay Kirloskar (chairman and managing director of Kirloskar Brothers Ltd) inaugrating the product Launch of K TUR
Main Event- Kirloskarwadi
Main product K TUR launch and display
Main Event- Kirloskarwadi
Group discussion at KEPL Plant, Kirloskarwadi
Main Event- Holiday Inn
Main Event- Holiday Inn
Coctails and Dinner, Dance performances at Holiday Inn, Pune
Main Event- Holiday Inn
Felicitation cermony, Speech by Head of Kirloskar with giveaways after dinner
Cube shaped Block- Giveaway
Conclusion I am very thankful to team at Studio mars for the Project. It not only helped me in terms of design but helped me understand the overall scenario. What it takes to build an event right from identity to building the visual language .To conducting a Recee/ Survey with Abhijit sir for measuments at the site. Then the methodology on how different elements would be used to make the event more memorable. Each day I explored something new at studio as well as while designing the collaterals for the event . I would thank Shobhana madam, Abhijit sir , Sangeeta for helping me in the project and to my faculty mentor Shakti sir for the guidance and supporting me in my though times of design. I end this project with conclusion that its all a learning experience so always remember you’ll learn certain things , Unlearn many things and relearn a lot of things.
Biblography https://www.youtube.com/watch?v=EbviTe_tmF8 http://engrreview.com/Articles/KEPL-launches-energy-efficient-API-BB1-Pump/903525/108150/articles.php?year=2012&month=September http://www.kirloskarpumps.com/
Thank you