Graduation documentation by Niyati Kothari

Niyati kothari

MAEERâ&#x20AC;&#x2122;S

MIT INSTITUTE OF DESIGN

GRADUATION PROJECT 2014

Identity and Collaterals for Kamala Sponsor

Umbrella Design Student

Niyati Kothari

Communication Design (Graphic Design)

Industry Guide

Karan Rawat Faculty Guide

Ranjana Dani

The Graduation Project Evaluation Jury recommends NIYATI KOTHARI to be awarded the Graduation degree of the MIT Institute of Design, Pune in Communication Design (Graphic Design) herewith, for the project titled “IDENTITY AND COLLATERALS FOR KAMALA”

MEMBERS : NAME

ORGANISATION

MAEER’S

MIT INSTITUTE OF DESIGN

on fullfilling the further requirements by * (*Subsequent remarks regarding fulfilling the requirements )

GRADUATION PROJECT 2014 PROGRAMME : UG PROGRAMME

Chairperson of the Jury

SIGNATURE

Acknowledgement I am grateful to my faculty guide Prof. Ranjana Dani for her continious guidance and feedback. Her understanding has been an encouragement and a constant support to me throughout the duration of the project. I would like to thank Mr. Karan Rawat, my industry guide, who gave me an opportunity to be a part of the design team. He motivated and constantly channelized my keen interest in learning through various projects apart from my Diploma project. My heartful thanks to Dhara, Suhas, Omkar, Smijith, Monish and Sunanda who have played the role of advisor, guide, critique and in the process become good friends. I am grateful to my parents, my brother and Ruta for their continual support and encouragement. Last but not the least, I am thankful to MIT Institute of Design without which I wouldnt be a designer today.

1.1 | About Umbrella Design 1.2 | Work Credentials 1.3 | Nature of Business 1.4 | Structure of Organisation

2.1 | Project Summary 2.2 | Project Duration 2.3 | Design Methodology 2.4 | Schedule

Sponsor

The Brief

Project Proposal

03 About Client

4.1 | Redifining the brief 4.2 | User study 4.3 | Strategy

5.1 | Brand Architecture 5.2 | Identity Deconstruction

Analysis & Synthesis

Collaterals for Kamala existing logo

08 Roopkala Brochure

09 Kamala Corporate Brochure

8.6 | Colour Palette & Font 8.7 | Framework 8.8 | Page Layouts 8.9 | Production & costing

01 Sponsor

1.1 | About Umbrella Design 1.2 | Work Credentials 1.3 | Nature of Business 1.4 | Structure of Organisation

1.1 | About Umbrella Design Seven years old, Umbrella is ranked #6 among all Design agencies in India by The Economic Times. It is one of the few specialty designhouses to offer solutions in the areas of Logo Design, Brand & Corporate Identity, Design for Retail, Corporate & Industrial Spaces, Packaging, Visual Merchandising, Signage, Brochures, Magazines, Books, Annual Reports, Web Sites and does the occasional Advertising Campaign as well. Umbrella Workspace was recently featured in Elle DĂŠcor, Feb-Mar 2013 Issue. Umbrella, the only Indian Design agency whose work has appeared as case studies in a book written by Terry Lee Stone, published by Rockport, USA. Bhupal Ramnathkar is the Founder & Managing Director and Karan Rawat is President & Executive Creative Director at Umbrella Design.

Dude, Lets go out for a chai!!!

“bro, why did the internet stop working. Where is Uttam!! ”

“Look, I found a crazy reference for you.”

Founder & Managing Director

President & Executive Creative Director

BHUPAL RAMNATHKAR

KARAN RAWAT

Famous as Ramu Sir, A gold medalist from JJ School of Art, started Umbrella Design. A fan of bright colours ; loves yellow.

Mentor ; Hard-working ; traveller ; brilliant with advertising campaigns ; helping nature.

Senior Art Director

SUHAS PANCHAL

DHARA SHAH

The only guy in our office who loves bollywood masala movies ; Most sincere ; works till late night ; Group head.

Loved by everyone ; hard-working baby elephant ; very caring ; the only one who cuts birthday cake into equal pieces ; a great cook.

PEOPLE The Design Team

Designer

Intern

OMKAR DHAPRE

SMIJITH NANDHAN

NIYATI KOTHARI

One of the most brand concious person at Umbrella ; very helping; responsible ; never eats (always on a diet) ; party animal.

Funniest person in the entire workspace ; plays South-Indian music(and sings along loud) ; a very good illustrator.

Walks in office late ; hoggs on desserts ; the only vegetarian ; takes a lot of leave ; work till late nights.

Designer

Trainee

MONISH GANESAN

KARISHMA MEHTA

SUNANDA RANIWALA

Lover boy ; does too much timepass but always covers up ; the first one to leave office everyday ; funny ; witty.

As it says, she is a drama queen ; keeps chilling ; very helpful ; pretty ; always gets good food for lunch.

Drama queen 2 ; sincere ; Nanda ; Genuiune as a person ; good at heart ; a good imitator.

1.2 | Work credentials Umbrella is associated with several leading brands and has been a part of the inception of brands, be it through campaigns, identity design, signages, branding and so on.

1.3 | Nature of business Umbrella is a seven year old design agency, loves Design, But doesn’t get emotional about it. On the other hand, Umbrella thinks about Design and comes up with Ideas that in turn lead to many designs. The stategy that Umbrella follows is : • Create need • Increase market share and sales • Makes the marketing brand efficient • shape the clients response • dictate product experience Existing communication : www.umbrelladesign.in Services : Logo Design, Brand & Corporate Identity, Design for Retail, Corporate & Industrial Spaces, Packaging, Brochures, Web Sites and does the occasional Advertising Campaign as well. Departments : Production house(Balls worldwide), Advertising, Graphic, Marketing. Infrastructure : Studio - takes care of high defination artwork.

1.4 | Organisation structure President Accounts Sr. Vice President

IT HR Administration

Marketing

Creative Director Opportunities

• • • • •

Art direction

Associate creative director Creative group head Senior Designer Designer Intern

Mumbai

• • •

Rest of India

Vice President Team Head Team

Mentor : Karan Rawat Sr. Client Servicing : Siddharth Desai

Studio Artwork

• •

Strategy Mock up

Brand Consultancy

Team Head Team

Creative group head : Suhas Panchal Designer : Omkar Dhapre

• •

Research

Team Head Team

02 Project Proposal

2.1 | Project Summary 2.2 | Project Duration 2.3 | Design Methodology 2.4 | Schedule

2.1 | Project summary Umbrella Design has been appointed to design the identity and Communication collaterals for Kamala, and essentially design brochures for the upcoming residential property, where in define the location and focus more on how those properties are feasible and a lavish living life.

• • • • • • •

Initial Design brief : To design the collaterals for the existing Kamala logo and introduce & design the brochures for the upcoming properties of Kamala in the suburbs of Mumbai. Scope of work : Designing the collaterals for Kamala group. Agreement Kit Season greetings Brochures for Kamala properties Redesigning the logo and setting a brand architecture for Kamala group (Masterbrand) Redesigning the logo for Kamala City (Kamala mills, Lower Parel) Internal signage system

2.2 | Project Duration

5 Months

2.3 | Design Methodology CREATIVE INPUT

PROJECT PROPOSAL

The client approaches the company with a particular project proposal. • Negotiations: The strategy and marketing team determines the scope of the project,the budget & timelines. • Appointing Personnel : The business operations Manager oversees the work load and appoints teams for the project.

MARKET RESEARCH

• Market research : Depending on the needs of the client, the marketing team & strategy team undertakes market research. • Creative brief : Based on the re search findings the strategy team creates a brief that outlines the task and brand strategy.

• briefing: The marketing team then briefs the creative team about the task at hand. • Studies the brief & market reasearch about the project. • Brainstorming to determine creative routes • Mood boards to determine the look and feel • Discussion with the team to finalise routes • Execution

SOLUTION

• After Approval. • Designs prepared for artworks • Proofing by creatives • File seperation • Printing process • Launch

CLIENT

INTERACTION

• Review with Creative head

• Creating final presentation with the marketing team. • showcasing the 2 routes to the client • Client feedback. • Feedback relayed to the creative team • Changes done to the design • revised design presented to the client.

2.4 | Schedule

• Nita Ambani 50th birthday logo design. • “Garware Club”, situated in Churchgate logo design and signages. • Collaterals for the same.

JULY

• Started working on “Lawman Pg3” redesigning the logo. • Website design for Lawman Pg3 • Campaigns & print ads for Lamman. • Swatch card & media kit & collaterals for the same.

AUGUST

SEPTEMBER

• Kamala existing logo- collaterals, includes sizes, paper materials. • Reliance City graphics of 6 cities for a print magazine. • Kamala brochure design concepts.

• Kamala agreement kit design. • Revised brochure for Kamala. • Kamala collaterals - understanding & deciding the materials. • Diwali greetings for Kamala’s customers.

OCTOBER

• Kamala Collaterals dummy and changes. • Revised map design for Roopkala brochure. • Changes for Kamala City logo.

NOVEMBER

• Kamala City logo design options. • Designing “Roopkala” - A kamala property, brochure. • Designing maps for Roopkala and Shakti enclave brochure.

DECEMBER

About Client

3.1 | client Background Kamala Group has been the perfect epitome of high-focus expansion. Over the years, standing tall on the foundation of real estate, the group has diversified into Power, Hospitality, Fashion, HR Solutions, Tours & Travels. Today, the group boasts of an excellent portfolio in each of these verticals, and is forging ahead to further expand, to offer India and the world an array of the finest products and services. Being 100% debt free, the group’s future-time focus, unparalleled vision and astute judgement has led to a series of back-to-back successes: • Over a 100 residential projects completed and handed over in Mumbai alone • Over 50 redevelopments within a year • Pioneered the conversions of mill lands in Lower Parel, making it a corporate landmark • Over 20 million sq. ft of development in Central Mumbai alone • 40 Ongoing projects spanning the length and breadth of Mumbai city • Projects on a Pan India level including in Mumbai & Goa. • Over the years as specialization, customization and categories seeped into reality, the group also envisioned niche brands • Orra, Sogo & Prive´.

The petals of strength : Fertility, Enlightment, Triumph, Wealth, Knowledgement, Honour.

3.2 | history In 1960, during a time when real estate was perceived in India as unstructured and unregulated, one man’s vision went beyond the years, beyond the present and far beyond the near future. Late Shri. Ghamandiram Gowani (Founder) envisaged an industry – The Real Estate Industry – and The Kamala Group was incepted. Every conceivable idea was fertilized by his wil to achieve, to execute.From giving Mumbai one of its first high-rises, ‘Prithvi’ at Altamount Road, to successfully diversifying into Power, Hospitality, Fashion, HR Solutions, Tours & Travels, all through Kamala Group’s 50 momentous years, the focus has always been on the future. Today, Kamala Group is an ISO 9001 : 2008 certified company. And thanks to the beautiful experiences it has consistently delivered, customers have kept coming back for more quality products and services.

3.3 | Stakeholders Interviews BROKERS

Mr. Gupta “Kamala group has a very good name. People are convinced as soon as they hear the name. Some of the reasons for their good name is they are ethical in their dealings, and they offer timely delivery. Their constructions have open spaces with a good lifestyle design. Commercial property is usually rented/bought by multinationals. The Gowani’s has a very good name. They are known to be genuine and friendly people. This increases faith of consumers while buying the property.”

MEDIA

Mr. Abhishek Ranjan, Research Analyst “The results for all realty players were a bit poor and it was the same with Kamala. It is a mid cap realty company.It is definately credible for its stakeholders and promises delivered. It has a good name and one of the best locations. It is expanding into new places throughout Mumbai and India where it is relatively less known. It takes challenges and high goals.”

GOVERNMENTS & REGULATORS

EMPLOYEES

Mr. Roshan, Vice President & Managing Director

“I am not really aware about Kamala. Though I have heard about Kamala Mills in Lower Parel. But I have no idea about their projects and the brand. Is Kamala City a party of Kamala MiIlls?”

Mr. Rudy Iyer, Security Guard at Kamala City

Mr. Sugash Modi, Head- Purchase

“I find this organisation really good. I am treated with

“The brand perception of Kamala is very good and the ven-

respect. Everybody lives peacefully and every occassion is

dors are eager to do business with us. That clearly shows

celebrated in this compound. I would never leave this job

the brand value. It is well organised. It also ensures a very

because I am really happy with the place.”

personalized way of treating employees.”

COMPETITION

Mr. Naman Shah, Vice President, BIDL (Sister company of Orbit) “Yes. I have heard of Kamala Group. It belongs to the Gowani family. Its a very sound and stable company. I am sure it will have a very good name soon because of the way it has been growing rapidly.”

CUSTOMERS

Mr. Suhas Kimjadi, Owner, Real Estate company “I have heard about the brand from word of mouth. It is well known by a lot of corporate estates companies. Though I havent heard great things about the Kamala group but the facilities and the quality of construction is really good. ”

INTEREST

Mr. Thakkar

“Yes I have heard about The Kamala group. I am really happy with facilites available. It has

GROUPS

set a benchmark to the new-age corporate groups. My kids are already excited because of the

(ENVIRONMENT)

facilites provided. The ambience is appealing and promising.”

CORPORATES

Mr. Rajan Das, CEO ICICI Bank “Kamala is well established brand in the commercial space. Its growing eventually bringing in the residentials. The properties of Kamala has a very good name and a lot of people expect them to come up with great deals.”

3.4 | current positioning Mission : Powered by integrity, Kamla Group will deliver high-quality customer experience by creating and building efficient Residential and Commercial spaces. It will lead through innovation, foresight and dedication across the many busines verticals, to offer India and the world the best of products and and services. Vision : To explore newer avenues, to lead by example and to be known as an organisation that values its people, respects its associates, and lives up to the trust respond on it by its customers across all its verticals.

3.5 | target audience Considering the current senario, Kamala is a mediocre company though it is well known in the market. Its major target audience would be the investers who buys property and secondly the families who plan to buy and settle. This would include the Youth, considering the crowd who probably works in an IT company and are unmarried ; the nuclear families/joint families.

3.6 | compititors Kamala group stands as a mediocre in the suburbs of Mumbai. OTHER REAL ESTATE COMPANIES

3.7 | Existing communication

04 The Brief

4.1 | Redifining the Brief 4.2 | User Study 4.3 | Strategy

â&#x20AC;&#x153;I want something colourful and attractive but still doesnt lose the Kamala look and feel to it. â&#x20AC;? - Kamala group

4.1 | The brief

To design the collaterals for existing Kamala logo. The collaterals would include paper bags, agreement kit, coffee mug, pen, pen stands, Cd and Cd cover, Coasters, notepad, etc.

Since the Kamala property in Lower Parel is famously known as Kamala Mills, Umbrella Design was assigned to recognise it as Kamala City and emphasise more on the â&#x20AC;&#x153;Cityâ&#x20AC;?. Redesign the Kamala City logo and at the same time keeping in mind the Kamala lotus and come up with Brand graphics and signages for the same.

Design the brochures as a part of Collateral, for the upcoming properties by Kamala in the suburbs of Mumbai. Also, design the locational maps to show the convinience geographically.

4.2 | User study Brokers

Joint families Families

Nuclear families

USERS

Businessmen/ ambitous youth

Investements

Immigrants

IT company / unmarried

Recreational activities includes something to do in the free time. For eg: Games, clubs, etc.

Commercial activities

USERS Expectations Psychoanalysis

includes business as energetic and high ambition. For eg : banks, agencies, studios, etc.

Leisure The Youth

includes refreshments and calmness. For eg: spas, lifestyles, etc.

Food and Caffeteria Food joints for aroma and taste, such as cafeteria, etc.

Location geographically if the place is situated. For eg: nearby schools, hospitals, railway stations, etc.

â&#x20AC;&#x153;Kamala will lead through innovation, foresight and dedication across the many busines verticals, to offer India and the world the best of products and and services.â&#x20AC;? -Kamala Group

4.3 | Strategy Since Kamala is already an established company in the market and people are aware about the brand, our aim is to create awarness, among the market, for the smaller child groups of Kamala and to gain trust. Also, to explore newer avenues, to lead by example and to be known as an organisation that values its people, respects its associates, and lives up to the trust respond on it by its customers across all its verticals.

Analysis & Synthesis

5.1 | Brand Architecture 5.2 | Identity Deconstruction

5.1 | Brand architecture Brand Architecture is the structure of companies/ brand within the same company and also defines the child-brand with the Motherbrand. Here, ‘Kamala- built on principles’ acts as the motherbrand & ‘Kamala City’ as the sub brand. Child brands A, B & C would be Orra, Prive and Sogo respectively.

MOTHER BRAND

CHILD BRAND A

CHILD BRAND B

SUB BRAND

CHILD BRAND C

Understanding Brand Architecture : Motherbrand - Childbrand relationship • Motherbrand : Motherbrand maintains its original identity. • Strong Motherbrand : when the presence of the Motherbrand is required for the child brand(newly established) or has a generic name or has no equity of its own. • Childbrand : Has some equity but needs to be associated with the Motherbrand for the recognition • Motherbrand and childbrand have equal importance and relevance in the minds of customers. • Motherbrand’s presence is not always required. Childbrand has now established. Motherbrand can act as an endorser brand. • The childbrand is strong enough to be independent and needs minimal characteristics of Motherbrand.

5.2 | Identity deconstruction Deconstruction of the present Kamala identity.

As the name suggests, â&#x20AC;&#x153;Kamalaâ&#x20AC;&#x153; meaning lotus. The lotus petals of strength : Fertility, Enlightment, Triumph, Wealth, Knowledgement, Honour.

The Kamala typeface is chosen Serif since its a corporate property and has to have a formal touch to it. The typeface is light weight so that the logo is balanced equally.

Keeping in mind the nature of business, the colour pink in the Kamala logo denotes knowledge, power, wealth, honour and loyalty towards its client.

Pink colour spectrum and different interpretations.

significance of the colour Pink Inspiring, loyal, strength, surety, passion, stability, Real estate, Challenge, Truthful, innovation and more.

Collaterals for Existing Kamala Logo

Concept generation

INitial sketches & scribblings

Showing growth in terms of how Kamala keeps growing, and successing so far. The petals show open-ness and how Kamala is spread throughout Mumbai. Kamala is reliable and is increasing faith on many customers rapidly..

Client’s brief “The Kamala lotus should be incorporated in the collateral’s look and feel. Make something colourful and bright.”

THE IDEA To give a gradation look and feel to the lotus. Each petal is overlapped on the other to show that Kamala keeps growing. The growth never stops.

MODD board - Inspirational Keywords • Focus • Happiness • Growth • Bright • Gradation • Form of a baby growing • Business • Positive • Openness/ unobstructed • Lotus

THE Concept

The visual language of Kamala remains the same. The lotus is extended and given a gradation to show a continous growth of Kamala as a whole.

It is further developed by showing colours of happiness and trust while keeping the Kamala lotus constant.

Colour Palette

C:0 M : 100 Y : 56 K : 19

C:0 M : 16 Y : 100 K:0

C : 80 M:0 Y : 33 K : 10

C : 55 M : 100 Y:0 K : 15

â&#x20AC;&#x153;We deliver Happinessâ&#x20AC;?

Applications

CARRY BAG

Size : A4 ; A3 ; Material : Matt paper prestige coated with a layer. Pristige white- Flora 350 gsm Style : Paper thread for bag handles ; Horizontal orientation; Kamala logo on the right corner ; 2.5 inches spine left from both the sides

CD & CD COVER

Size : Standard size - 4.6 diameter ; Material : Matt paper 230 Gsm Style : Vinyl sticker on the Cd & Kamala logo on the back.

coasters

Size : 3.5 by 3.5 inches ; Material : Acrylic - sandwich Style : translucent from the top.

cup & saucer Size : as per available in the market ; Material : Ceramic

PEN & DIARY

Size : 7 by 9.5 inches ; Material : Cardboard and a matt finish paper Style : â&#x20AC;˘ Elastic band to the side â&#x20AC;˘ Inside pages -100 pages -ruled with Kamala logo on the right side.

Redesigning the identity for Kamala City

Problems with the existing logo It gives a very conventional look.

Existing Kamala city logo

The word â&#x20AC;&#x153;Cityâ&#x20AC;? is not emphasized and highlighted. It is not successful to create an identity for Kamala

Our objective To create a strong impeccable identity. Current landmark to be known as Kamala City instead of Kamala Mills. To create an identity which looks fresh and contemporary.

Kamala City As the name suggests, Kamala City is a City within itself. Even though its a commercial plot, it has vividly grown into recreational activites, food and cafeteria, leisure including spas, and much more. Even though it is known as Kamala Mills Compound, it is famous among the youth with a lot of cafeterias and clubs like Smaaash.

INitial sketches

Mood board Keywords • Growth • Aim • Infrastructure • Unity • Building blocks • Strategy planning • Openness/ unobstructed • Lotus • Promising profession • Commitment

Conceptualising Approach 1. Kamala logo is mendatory. Thus, “City” could be shown segragated because Kamala logo is going to remain constant. From left to right : An attempt to show that City is a part of Kamala. Kamala logo remains constant. Thus, a thin line between the logo and the City was created. A second attempt to try to segregate “City” from the logo by using a gestalt law of closure. When two elements are closer they are tend to be seen as the same family. The third attempt was trying to show Kamala’s rapid growth in different business verticals. The fourth attempt was to create the Kamala lotus visual language of gradation with a single colour to show that it is a part of Kamala group.

CITY

Approach 2. A) Use a san serif and simple font with the 4 different colours to show the diversity in Kamala City. To highlight that its just not a commerical property but has other activities too happening around Kamala City.

CITY

Optical measurement

CITY The Aqua colour stands for “Leisure” as it symbolizes Cool, Calm and Refreshment.

The Orange colour stands for “food and cafeteria”as it commonly associated with taste and Aroma.

The Purple colour stands for “commercial activities” as it symbolizes Kamala business as energetic, inspirational with high ambition and bright future.

The Yellow colour stands for “recreational activities” as it symbolizes enthusiasm and it is the colour of Joy & happiness.

Approach 2. B) To give a clear - cut infrastructure look from a basic shape forming the â&#x20AC;&#x153;Cityâ&#x20AC;? as a whole & at the same time the lotus feel should be incorporated.

Logo graphic is derived from the

LOTUS

petals of Kamala logo which gives more complete and contemporary look

Approach 2. C) To give a cut infrastructure look at the same time get the Kamala lotus visual feel to the font. Bold yet delicate. In approach 2. B, The lotus feel was missing and it had a very heavy look. It could not be read as a Kamala family.

Why will this work? • It gives a fresh & contemporary look. • The word “City” is emphasized and highlighted. • It looks as one Kamala family. • It gives a cut-infrastructured look. • The four colours : The Orange colour stands for “food and cafeteria” as it commonly associates with taste and Aroma. The Aqua colour stands for “Leisure”as it symbolizes Cool, Calm and Refreshment. The Purple colour stands for “commercial activities”as it symbolizes Kamala business as energetic, inspirational with high ambition and bright future. The Yellow colour stands for “recreational activities” as it symbolizes enthusiasm and it is the colour of Joy & happiness. • Considering the current positioning of Kamala, the client didnot want to introduce any change to the Kamala logo. • Out of the other logos proposed, this logo was chosen by the client.

Identity Construction

]

2.2x

1.3x

Signages

VISITOR PARKING

NO PARKING

WAY TOWARDS KAMALA OFFICE

Brochures for Kamalaâ&#x20AC;&#x2122;s upcoming property

Roopkala Brochure

INtroduction Roopkala is an upcoming property in the southern India. To begin with its a property by Kamala’s childbrand “Orra”. It is located in the west avenues, Santacruz (W). Its USP is the location where the property is situated. It is well-connected by highways and railway stations. The airport too, is in the area. Top educational institutions like Poddar International, and Kalina Mumbai University, along with hospitals like Ramakrishna Mission Hospital and Nanavati Hospital only add further appeal to the locality. Santacruz is also home to the Grand Hyatt. Indeed, you will live shoulder to shoulder with the finest of Mumbai.

OBJECTIVE To design a brochure for the prospective buyers with the unique selling proposition. Target audience are the youth and the investers.

Identity

Baseline font : Futura LT Medium 0 - 20 - 15 - 90 15 - 75 - 100 - 0 Pantone 439 C Pantone 439 C

MOODboard

Exploring the sizes, style sheet and the visual language for the Roopkala Brochure. Also, considering the production and costing, the layout and see to it that the there is less of text and more of images. Since the USP was the geographical location, the map for the same was designed in such a way that the property location is well planned.

Flow for the roopkala brochure • About Developers • A neighbourhood thats easy to love (with image) • The amenities- Facilities, environment (with image) • Luxuries and fittings outside the house (with image) • Other elements inside the home (with image) • Building structure and element (client’s image) • Floor plans (clients image) • Complexity made invisible • Not one plug more not one less • Hot water at the press of a button • Walls that make cables invisible. • Location Map (USP) • Contact

Visual Language The orange colour is used because the logotype colours are brown and orange shades, and to follow the visual language.

This cut is because Roopkala logotype is in a similar tems. The logotype is such to show the cut infrastructure, clean and readable. xxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxx

The logotype is extensive and horizontal. Keeping that in loop the brochure is extensive horizontal.

COLOUR PALETTE

C:0 M:0 Y:5 K:5

C : 0 M : 0 Y : 17 K : 5

C : 0 M : 0 Y : 31 K : 14

Earthy colours were used because the Roopkala identity is a shade of brown and orange. To follow the visual langauge a hue of brown is used for

C : 0 M : 24 Y : 36 K : 0

C : 15 M : 64 Y : 100 K : 5

C : 15 M : 75 Y : 100 K : 5

C : 0 M : 40 Y : 87 K : 41

C : 0 M : 55 Y : 87 K : 59

C : 15 M : 100 Y : 87 K : 82

the brochure brochure.Also the earthy colours is used to show that Roopkala is now a part of this world.

FONTs Body text FUTURA BOOK

12 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^*()_+

Header FUTURA HEAVY

18 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^*()_+

Framework 1 in

3 Column Grid

9 in

1 in

1 in Bleed 3 mm

13 in

1 in

9 in

1 in

1 in 1 in

1 in

13 in

1 in

9 in

1 in

1 in 1 in

1 in

13 in

1 in

Page Layouts \

Orra is the pioneer behind prominent redevelopment projects that dot the skyline between Bandra and Borivali - the Western suburbs of Mumbai. And though all these projects are unique, the luxurious touch of Orra is unmistakable in each of them. Every Orra project germinates from a passion to fulfill the expectations of a discerning clientele who have keen eye for the details. Itâ&#x20AC;&#x2122;s precisely this meticulous approach, evident in the princely lob b i e s an d smar t li v i n g sp ace s, t h at se t the Orra brand apart.

ABOUT US

Images have been used between the content pages to break the continuity. It plays a role of a page breaker and describes the content and the lifestyle of Roopkala. The locational map is shown so that it is easy to track the property and at the same time show how one will live shoulder to shoulder with the finest of Mumbai.

• Italian marble flooring in all the rooms, including the bathrooms • Modular Kitchen • Air Conditioning in all the rooms by Carrier or equivalent brand • Bathroom fittings and fixtures by Grohe or equivalent brand • French windows with mosquito net • Motion sensors in bathrooms • Coved false ceiling for indirect lighting fixtures • ISI-approved electrical fittings by Anchor or an equivalent brand • MCB by Anchor (Panasonic) or equivalent brand • T5 Luminaire power-saving tube lights • Video door phone • Smoke and heat alarm in the kitchen • Structured cabling in all the rooms for internet.

OTHER ELEMENTS INSIDE THE HOME

MODULAR KITCHEN

DIREC TIONS Nearby Places Railway Station Water Body Gardens Main Roads and Highway Streets Railway Line

Site Address : Roopkala: Plot no: 128, West Avenues, Santacruz(W), Mumbai 400 054 Corporate Address: Kamala House, Kamala City, Senapati Bapat Marg, Lower Parel, Mumbai 400 013 | 1800 313 1900 | sales@kamala.co.in

L O C AT I O N

Production and Costing A cost incurred by a business when manufacturing a good or producing a service. Production costs combine raw material and labor. To figure out the cost of production per unit, the cost of production is divided by the number of units produced. The Roopkala brochure is divided into 41 pages including the cover page. Since the brochure in extensive and horizontal, it is binded in such a way that no image or text would get cut or disturb the grid. The brochure is a perfect bind book. In perfect Bind, the papers are clamped together and the glue paste is applied. Matt paper with 260 Gsm would be used. The jacket for the brochure would be glossy prestige white paper on a cardboard.

KAmala Brochure

INtroduction Kamala Group has been the perfect epitome of high-focus expansion. Over the years, standing tall on the foundation of real estate, the group has diversified into Power, Hospitality, Fashion, HR Solutions, Tours & Travels. Today, the group boasts of an excellent portfolio in each of these verticals, and is forging ahead to further expand, to offer India and the world an array of the finest products and services.

OBJECTIVE To design a brochure for the prospective buyers and to establish and show how Kamala is eventually expanding their name and successfully becoming a promising group.

Moodboard Keywords • Growth • fashion • Infrastructure • Travel • HR solutions • Carving • Strategy • Hospitality • Promising profession • Commitment • Planing • Trustworthy & Reliable

Visual Language

4 3

Thus, this will include Kamalaâ&#x20AC;&#x2122;s back-to-back successes in the brochure. And a map showing Kamala projects at a glance.

to show the business verticals where Kamala is taking its name through and expanding further, to offer India finest products and services.

A corporate look for the Kamala brochure and to show how they plan to grow for their upcoming business.

To show how Kamala is built on its principles. Also,How these principles form the foundation and are their sources of strength and endurance.

COLOUR PALETTE

Kamala brand colours

Body text colour

[

C : 20 M : 27 Y : 50 K : 0

C : 0 M : 40 Y : 11 K : 0

C : 0 M : 0 Y : 0 K : 50

C : 0 M : 23 Y : 50 K : 0

C : 0 M : 12 Y : 53 K : 0

C : 0 M : 29 Y : 11 K : 0

C : 0 M : 12 Y : 6 K : 0

C : 0 M : 0 Y : 0 K : 30

C : 0 M : 0 Y : 0 K : 10

FONTs Body text TRADE GOTHIC REGULAR 14 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^*()_+ Header ROCKWELL BOLD

34 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^*()_+

Header ROCKWELL ITALIC 34 pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^*()_+

Framework Margin 0.7 in

3 Column Grid 0.7 in

0.7 in

0.7 in Bleed 2 mm

9.5 in

12 in

Margin 0.7 in

12 in

0.7 in

9.5 in

Grids & sizes Margin 0.7 in

12 in

1 in

9.5 in

Page Layouts Kamala Corporate brochure is divided into 23 spreads including the cover page. It includes Kamala properties and how it has been expanding to other parts of India. The page breakers in the brochure has interviews

and

feedback

from the customers around Mumbai. This helps in gaining trust and set a bench-mark for the upcoming properties. Though it is a corporate estate company,Kamala group has diversity in other brand verticals such as HR solutions Fashion, tours & travels, power and hospitality.

Conclusion It was a good experience to work at Umbrella Design. It helped me expand my knowledge. I got to learn to organise things, sticking to deadlines, how to deal with clients. (Though the clients are always right!) I learnt to sleep on time and wake up early for work. Four years spent at MIT Institute of Design was worth and a great ending.

Bibliography www.kamala.co.in www.umbrelladesign.in www.nounproject.in www.shutterstock.com Google Maps