Internship Report

INTERNSHIP CERTIFICATE

August 9, 2022

Experience Letter for Internship

To whom it may concern

This is to certify that Mr Gurpreet Singh has successfully completed his internship with us at GoMechanic. The duration of this internship was from 6 Jun 2022 to 5 Aug 2022

Project Name Social Media Collateral Designing

Mentor Name Mr. Nirupam Chandra Bharadwaj Design

We found him very sincere, hardworking and result oriented. He worked well as part of the team. We take this opportunity to thank and wish him all the best for the future.

For Targetone Innovations Pvt Ltd Sd/

Megha Mahesh

VP Human Resources

(Targetone Innovations Pvt. Ltd.)

Reg. Office Address: Shop No. 8, Ramesh Market, Dayanand Colony, Lajpat Nagar, New Delhi 110024

Corp. Office Address: 3 rd Floor, Plot No. 2, Landmark Tower, South City I, Opp C 113, Ashok Marg, Gurgaon 122001 E:info@gomechanic.in | T:93888 93888 | W:gomechanic.in | CIN:U74999DL2016PTC300195

STUDENT DECLARATION

I, Gurpreet Singh, here by declare that the Internship Document submi�ed towards the par�al fulfillment of the requirement of the curriculum towards the comple�on for Bachelor of Design Fashion Communica�on is my original work and no part of the Internship Document has been copied from any other document or any other work carried by someone else which has been submi�ed for any other degree/award. However, any material taken from any other published source has been suitably referred and acknowledged at various places.

Name of Student: Gurpreet Singh

Semester: VII Batch: 2019-23

Na�onal Ins�tute of Fashion Technology, Kolkata

Date- 28.08.2022

Place- Kolkata

CERTIFICATE

FROM GUIDE REGARDING COMPLETION OF DOCUMENT

This is to certify that internship document submitted towards partial ful llment of requirement of the curriculum towards the completion of Bachelor Of DesignFashion Communication by Gurpreet Singh is his original work under my guid ance and the Internship Document is based on projects done by him.

Mr. Himanshu Dhanda (Assistant Professor) Fashion Communica�on Department

Date- 30.08.2022 Place- Kolkata

ACKNOWLEDGMENT

I want to express my gra�tude to everyone who assisted me with this project by offering advice, encouragement and support. I want to thank Mr. Nirupam Chandra Bharadwaj, General Manager Design, Go Mechanic Pvt Ltd, who has been my mentor in the profession, for his guidance and assistance. Over my eight weeks of internship, I got to explore a lot of new things. Addi�onally, I want to men�on Mr Keshav Kansal, Senior Graphic Designer, Go Mechanic who helped me during course of internship and giving valuable help in my projects. I also want to thank Mr Himanshu Dhanda, Assistant Professor, who is my NIFT faculty mentor, without his academic help I wouldn’t have been able to complete my internship.

I would also like to take this opportunity to appreciate fashion communica�on department for providing me pla�orm to work in industry and realize my ambi�ons.

Name of student: Gurpreet Singh

Fashion Communica�on Department

Semester VII Batch: 2019-23

Mentors:

Mr. Himanshu Dhanda

Assistant Professor Fashion Communica�on Department

Nirupam Chandra Bhardwaj

General Manager Design

Go Mechanic Pvt Ltd

Keshav Kansal

Senior Graphic Designer

Go Mechanic Pvt Ltd

INTRODUCTION

In the curriculum of Na�onal Ins�tute of Fashion technology, Fashion Communica�on Department I undertook internship of 8 weeks from 6th June �ll 5 th August 2022. The objec�ve of this internship was to give a prac�cal experience of the industry, understand the company & how does design department func�ons from taking briefs, undergoing design process & delivering the final execu�on for approval within s�pulated �me. This document shows my journey of 8 weeks working in the company, the projects I undertook and how I executed them on day to day basis.

A network of technology-enabled auto repair shops called GoMechanic provides a seamless service experi ence at the touch of a bu�on. They are best op�on with highly qualified specialists, manufacturer suggested processes, and the assurance of genuine spare parts. Their are 4 co- founders of the company Amit Bhasin, Kushal Karwa, Rishabh Karwa, Ni�n Rana.

They give many Services & products such as Periodic services AC service and repair, Car spa and cleaning, Den�ng and pain�ng, Insurance services, Custom repair, Windshields and glass. It has more than a million customers and a unit in Malaysia.

ABOUT THE COMPANY BRANDING

Design Language is derived from its logo symbol. It is the most dis�nct shape in the logo and i�urther helps in crea�ng a visual consistency in all our communica �ons. Adjustment of the size and placement of the shape is done to create effec�ve layouts and used for print ads, posters, hoardings, social media posts, etc.

Brand style is bold, minimalis�c & clean. It works in the sense that anyone can easily recoganize from distanc, It mantains consistency throughout wether its in ads, prints, hoardings, brochures etc.

Significant visual equity is built by consistent use of our brand fonts family, Gilroy. Select Bold and Medium weight in all caps for Big Headlines in brochures and adverts. Gilroy font family is to be used primarily for print.

In cases where the applica�on is dependent on the user’s system, it may be necessary to use a default font.

Gilroy is not prac�cal, since target viewers may not have it installed on their systems. In such cases, used for the Arial font family only for email signatures, proposals and presenta�ons.

SECONDARY BRAND FON

HINDI TYPOGRAPHY

The Typography defined for all GoMe chanic Hindi communica�on is Mukta. The font family is web compa�ble and can be used digitally as well.

GUIDELINES

LOGO PLACEMENT

GoMechanic logo should always appear on the GoMechanic Red background, white background or should be used in reverse on the GoMechanic Blue background. The logo should maintain a clear logo exclusion space at all �mes. The logo should always use primary brand colors for the background. It cannot be placed on any other background colour, not even the secondary brand colours.

A day as graphic designer at Go Mechanic

Designer

Designs

Nirupam Chandra Bhardwaj General manager (Design)

Manager

Rishabh Karwa Founder

Requierment

Content team Content team Content team Content team

Escala�on team

My Role

I was placed in retail design team of Go mechanic under mentorship of Mr Nirupam Chandra Bhardwaj. There were total 4-5 design teams my team had 6 members. I worked on various projects mostly online and the design

I did was for retail sponsored ads. I designed 3-4 ads on daily basis for each ad 4 designers worked and best among them were approved for escala�on on various channels from Google, Facebook, You Tube, Instagram etc. The major and most exci�ng project was working on comic project for new kind of ad campaign.

I worked on it for more than 2 and half weeks.

Project 1

Existing Ads

There was a monotonicity in the style of ads which was followed throughout all of their ad campaigns like bold le�ers, high contrast colors, and big images and not much concept was par�cularly made for ads, There was a mee�ng held between the members, while discussion with content team they asked me if it was possible to develop charac ters inspired from pop art but look Indian.

A�er some research and random sketches and finally digi�zing them, The work was not complete. For 1 Character all parts were made sepa rately for anima�on Video.

Creation of New Concept Inspiration

O P A R T

Concept 1

Story Board ( Refrences)

A car moving on a road and eventually breaking down. The worried and concerned driver giving out a loud shocked reac tion.

Content on Dialog Box“Should’ve serviced the car on time!

The Shocked reactions of customer because of realiza tion.

Click on service booked icon and GoMechanic mascot slides in from the side.

Context in Dialog Box“200+ Expert Services” (Bigger)

Showing RSA and Car ge�ng services in 1 comic strip And Happy Customer standing with Go-mechanic Service buddy with the car.

Context in Dialog Box“Den�ng/Pain�ng Services”

End screen with o er.

O er - Book now and get upto 750 o on car services.

.

Concept 2

Story Board ( Refrences)

The First sequence is same as it is when car breaks down and person is shocked but this time it’s the scratch.

.

Car Gets scratched . The Shocked reactions of customer because of realiza tion. of damage.

Then In the same way booking takes place.

Mechanic Repairs The Scratch and girl is happy.

End screen with o er.

er - Book now and get upto 750 o on car services.

Characteristics

Middle age around 35-40, Healthy, Thick Beard, Wears shirt, Big eyes.

Inspiration

Interpretation

Heavy Strokes, Contras�ng colors, Features Listed, Indian Skin Tone, Curly Thick Beard, Big Eyes, Healthy.

Pencil Sketch

Digitization

Characteristics

Girl of the age around 25-26, Indian Hairstyle, Long Hair, Round Eyes, Sharp Expressions.

Inspiration Interpretation

Heavy Strokes, Contras�ng colors, Features Listed , Indian Skin Tone, Sharp Face, Deep Eyes, Thin Face, Black Hair, Red Lips, Bindi.

Pencil Sketches

Digitization

Characteristics

Age around 45 - 50, Average, Curl Hair, Religious Symbol, Big eyes , South Indian Wear.

Inspiration

Interpretation

White Tika, Curly Hair, Big Eyes, Kurta, Silk Cloth with Border, Moustache.

Pencil Sketches

Digitization

Characteristics

Same as the original brand influencer Vishal Khanna but in a cartoonic way but bulky.

Inspiration

Interpretation

A li�le bulkiness, Cartoonize eyes and features.

Here I directly used Reference mage Sketch

Characteristics

Malaysian ethnicity, Mid age, Less Facial hair.

Inspiration

A li�le

eyes

Made this directly digitally Sketch

Ad visibility

Live Ad Snapshots

RETAIL ADS

There are many type of ads like social media ads, offline ads etc but specifically assigned to make retail ads on certain topic, or season, these were retail sponsored ads, which went to almost 10 lac people. These are also known as pop up ads.

The ads which are explained here were all approved for escala�on. All ads were made with concept from scratch.

Ad 1

Brief

Design an ad for Den�ng and pain�ng Services Add offers. Create different crea�ve than usual Use Images of your choice add bu�ons buy now Size 4:5.

Concept

Created an Imaginary Gate through which damaged car is passing & when it passes through the gate the car is repaired.

Concept Board

Final Ad

Ad 2

Brief

Design an ad for Whats-app Image

Ad is for Monsoon, use Images from online medium, Content is: Free Wiper Blades, Upto 3000 off on car services.

Concept

Like wiper Blade Cleans the windshield, similarly created the con cept where content comes within the wiped part and car is pass ing through the wiped part.

Mood Board

Final Ad

Ad

Brief

Design an Ad for Car Services Due, Source Suitable Images from Internet. Content: Upto 500 off on car services Follow the companies current ad aesthe�cs Size: 4:5.

Concept

Simple theme suited the crea�ve playing with typography where it’s off it brought a feel there is certainly an offer.

Mood Board

Ad

Brief

Design an ad for Sharman Joshi with car accessories Its an UAC ad, use contras�ng colors & keep it simple Content: Android speakers, seat covers & speakers.

Concept Iterations

Sharman joshi surrounded by all the accessories and in le� the con tent comes.

Brief

Design a ad No�f for Sharman Joshi. Source Images from Internet. Content: Get 750 off on car services Use code: CARE 10.

Concept

As this ad does not have much scope of experimenta�on, A crea�ve in which service elements like oiling, spanner etc could be used.

Board

Final Ad

Brief

Design a Whatsapp Image for Independence day Use different Crea�ves than usual.

Concept Concept Board

Flag with blur image effect which creates 3d illusion, Along with that created mo�on blur in the car and simple text of Independence day.

Final Ad

Ad 7

Brief

Design an ad for Internship for Malaysia Ad run Make 2 Itera�ons One with Illustra�ons other with original Influencer of Malaysia. Use Images of your choice add bu�ons Buy now.

Concept Concept Board

Used layout similar to ones used in fliers For making this ad as it a�racts most a�rac�on, Colors are solid and Contras�ng and ele ments of Car services.

Ad

Brief

Design an ad for blog post based on audi glosa Content: Audi Glosa Explained.

Concept

There was pre-bounda�on for this ad but created a concept as this feature is on the car screen so a popping effect was created.

Concept Board

Final Ad

Ad

Brief

Design an ad for Roadside Assistance

Content: Free Roadside Assistance Keep the crea�ve simple.

Concept

This ad will remain simple a tow truck picking damaged car at roadside.

Concept Board

Final Ad

Brief

Design a carousel ad for Different offers It should be a�rac�ve & different Source Images for different services.

Concept Concept Board

Dark Theme, Mo�on Typography, Contras�ng Colors.

I N A L

O O K

1) 6th year anniversary

A unit is a very small part of the ad which can be used to highlight any event, special offers, celebra�on etc, was asked to make a 6 year anniversary unit, Designed it with a very minimal unit, considering brand aesthe�cs and elements.

Iterations

2) Live in City

A unit for mul�ple ad campaigns was asked to be made, any crea�ve which made ad more visible was expected.

Rough sketch References

Unit

Brief

Design an Icon for clutch and bumpers for the app.

Existing Icon

Iterations

Thumbnails Free Roadside

Assistance

A thumbnail for video ad was asked to be made of roadside assistance service using images of influencer from the video.

A thumbnail for Major Ad campaign was asked to be made with a suitable tagline a�er discussion with the content team.

Sharman Joshi

Thumbnail

Collage Style

Thumbnail

A thumbnail for video Ad of all kind of services was asked to be made. The style was to be in collage style and content was sourced from the content team.

Conclusion

Designing is not just about looking things aesthetic its more of what it’s use and purpose.

We can’t work alone we have to make more connections and stay up to date.

Design with well layout without many elements can beat with one with bad layout and pretty elements.

Maintaining good speed is very important in the industry.

https://www.freepik.com/free-vector/instagram-carousel-interface_11790740.htm?query=Carousel%20posts

https://gomechanic.in/blog/

https://www.stylecraze.com/articles/10-best-indian-hairstyles/

https://gomechanic.in/blog/