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JAGPREET SINGH SANDHU

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BRANDING GOA TOURISM RAJSHREE SUGARS & CHEMICALS LIMITED DOORDARSHAN RAGDOLL TRIL - TRITVAM

PACKAGING FUTURE GROUP DABUR REAL BURRST PEPSICO INDIA - KURKURE

BRAND ACTIVATION RANG RASIYA - FREEDOM OF EXPRESSION ART COMPETITION

FILMS LATE & LIVE

PERFORMANCE ART / SONIC ART H.M.S. PRESIDENT FINAL YEAR THESIS

ILLUSTRATION PORN PLASTIC


BRANDING


GOA TOURISM ‘MY GOA’ is GETTING WET SEA FOOD ‘THE OTHER INDIA’ A GLIMPSE OF PORTUGAL CRAZY INKED NATURAL BEAUTY NO RESTRICTIONS THE WAY INDIA SHOULD BE DISCONNECTED OUTGOING ‘SUSEGAD’ ADDICTIVE FUN PERPETUAL HOLIDAYS

GOA TOURISM - BRANDING

THE TASK The objective was to create a

THE METHOD

‘MY GOA’ is ‘MY GOA’ is GETTING WET SEA FOOD ‘THE OTHER INDIA’ A GLIMPSE OF PORTUGAL CRAZY INKED NATURAL BEAUTY

NO RESTRICTIONS THE WAY INDIA SHOULD BE DISCONNECTED OUTGOING ‘SUSEGAD’ ADDICTIVE FUN PERPETUAL HOLIDAYS

ROMANTIC ORGANIC SIESTA TIME DIVERSITY NAUGHTY SUNNY RIDING

COMMUNITY GREEN FRESH YACHTS CRAZY BY DESIGN FROZEN IN TIME BREAKING FREE

VISUAL STARTING POINTS LIBERATING

MOVEMENT

ENERGETIC CELEBRATION INFECTIOUS

SHIMMERING

MANY FACETS

UNPREDICTABLE DYNAMIC

KALEIDOSCOPIC

ROMANTIC ORGANIC SIESTA TIME DIVERSITY NAUGHTY SUNNY RIDING COMMUNITY GREEN FRESH YACHTS CRAZY BY DESIGN FROZEN IN TIME BREAKING FREE

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IMAGE GLOSSARY

THE TASK was to rejuvenate the GOA Tourism brand through an effective Identity system which would cover the varied verticals and events held under the umbrella of Goa Tourism Development Corporation throughout the year. THE APPROACH identified various aspects of the Goa experience. Because they were so varied and unique not only for each individual but for each visit the Identity of the brand would be required to reflect this diversity of experience and offering.

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THE MORPHOLOGICAL MATRIX is a creative system which enables multiple explorations from one starting point. Overlapping and connecting ideas can be discovered and this mapping enables the designers to chart their design process.

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THE GOA EXPERIENCE

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The dazzle of the Sun’s reflection in the sea is the VISUAL STARTING POINT for the Identity.


GOA TOURISM

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IMAGE GLOSSARY 1

FORM EVOLUTION - The visual mark retains its synergy at different rotations on a central axis.

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TYPEFACE INTEGRATION

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THE FINAL IDENTITY


GOA TOURISM

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IDENTITY COLOR/FORM VARIATIONS

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BRAND EXTENSIONS - STRUCTURES / TEXTURES

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IDENTITY EXTENSIONS - BEACHES / FILMS / MUSIC

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BRAND EXTENSIONS - PROMOTIONS / PRODUCTS

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BRAND EXTENSIONS - PROMOTIONS / PRODUCTS / SIGNAGE


RAJSHREE SUGARS & CHEMICALS LIMITED RAJSHREE – RAJ + SHREE Rajshree is another name for Lakshmi, Shree.

- Majesty and largesse - Jewels and precious stones - Akshay patra, the pot that is never empty - Fertility, growth and purity - Red Sari – symbol of fertility

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CELEBRATION

WEALTH/OPULENCE

ROYALTY

NATURE

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INSPIRATION

PROGRESSION

VISUAL MARK

RITUALS

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IMAGE GLOSSARY

Rajshree Sugars & Chemicals Limited (RSCL) has interests across integrated fields such as Sugar, Distillery, Power and Biotechnology. THE TASK was to build a Corporate Brand for RSCL, create Brand Identity & Architecture and create new Packaging for a sub brand Rajshree Sugars & Pulses. Rajshree being another name for Laxmi the Godess of abundance and prosperity the STARTING POINT for the identity was a semiotic and visual exploration of ‘PROSPERITY’.

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LAXMI AS ABUNDANCE, PROSPERITY

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COLORS OF PROSPERITY

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VISUAL SYNONYMS OF PROSPERITY

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VISUAL MARK EXPLORATIONS

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VISUAL MARK EXPLORATIONS - The inspiration is the starting point which then allows for the visual mark to evolve whilst keeping track of the process.


RAJSHREE SUGARS & CHEMICALS LIMITED STATIONARY

COMMUNICATION REFINED

SUGAR Our natural cane sugar is grown with eco-friendly farming practices. With every purchase, you help improve the lives of thousands of small scale farmers. UNTOUCHED BY HUMAN HAND

NET WT 1Kg

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THE TYPEFACE - PHILOSOPHER A smart font with a flourish that adds character to the identity

COLOUR PALETTE Earthy colours to complement the yellow and red. Easily identified by the farmers as well.

PANTONE 130 C

PANTONE 200 C

PANTONE 7596 C

PANTONE 7506 C

IMAGE GLOSSARY 1

HALDI & KUMKUM - The auspicious markers of the heritage and passion for the brand.

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BRAND IDENTITY

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BRAND COLLATERALS - STATIONARY & COMMUNICATION

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RAJSHREE SUGAR PACKAGING

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RAJSHREE LENTILS PACKAGING


DOORDARSHAN

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IMAGE GLOSSARY

DOORDARSHAN, India’s national broadcaster needed to redefine itself. THE OBJECTIVE was to enable Doordarshan to move out of the doldrums of perception in the minds of the viewers. The rebranding exercise was to apply to DD NATIONAL (News) and DD BHARATI (Music & Culture). THE APPROACH defined DD National and DD Bharati as channels that celebrate and reflect the Multiplicity of the ‘Indian Experience’ and ‘Confluence of Cultures.’

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DD NATIONAL - THE THALI / MULTIPLICITY OF THE INDIAN EXPERIENCE

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DD NATIONAL - BRAND IDENTITY The idea of the Spectrum showcasing diverse content

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BRAND EXTENSION - REPUBLIC DAY / INDEPENDENCE DAY

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DD BHARATI - CONFLUENCE OF CULTURES

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UNITY IN DIVERSITY - THE 5 ELEMENTS COME TOGETHER

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RAGDOLL

Big & small, sweet & light. She sets free, lets tongues wag, Walks up quietly to cut their ears off.

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RAGDOLL was a label started by Fashion Designer Swati Bhimte. It needed an identity that resonated with the eclectic ethos of the label. THE TASK included creating a visual language for the label which would be incorporated into the garments and accessories. THE APPROACH created a myth for the label which could be visually manifested into PRINTS, POETRY, IDENTITY & ACCESSORIES. The deliverables included the PHOTO SHOOT for a LOOKBOOK which would be available during the Lakme India Fashion Week.

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CORE BRAND IMAGE

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BRAND IDENTITY

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ILLUSTRATIONS - Prints on Fabric

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PHOTO SHOOT, STYLING, PRINTS

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PHOTO SHOOT, STYLING, PRINTS


TRIL - TRITVAM

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IMAGE GLOSSARY

Given the spectacular location of the Marine Drive, Kochi; any property there would be attractive to affluent residents and Malayalee NRIs alike. THE CHALLENGE was a string of developments along the entire Marine Drive and so, how does the TRIL property stands out and connects with the local population.

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SEMIOTIC ENQUIRY

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TRITVAM - EARTH, WATER & THE SKY

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BRAND IDENTITY

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BRAND COLLATERALS

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COMMUNICATION


PACKAGING


FUTURE GROUP

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IMAGE GLOSSARY

THE TASK was to create Packaging for a new range of Sauces and Nuts that would target SEC A+ and be sold at premium supermarkets such as Foodhall. THE INSPIRATION came from the world of fashion. The colors and shapes of various ensembles provided the palette to create ‘achitectures’ for the packaging.

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ARCHITECTURE STYLES

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ARCHITECTURE STYLES

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ARCHITECTURE STYLES

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SANGI’S KITCHEN - PRODUCT RANGE

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& MORE - PRODUCT RANGE


DABUR REAL BURRST

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IMAGE GLOSSARY

THE OBJECTIVE was to renew the packaging for Dabur Real Burrst and amplify the fruity factor in the product. The brand was to be portrayed as a ‘cool’ brand for a younger TG. The perception that the product was not fruity enough and hence artificial, had to be addressed. ‘REAL FRUIT IS TASTY’, that was the premise the exercise started with. Once it could be established that the product contained fruit, the taste element would be taken care of but the first step was adding the FUN.

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THE EXPLOSIVE START

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THE TRANSFORMATION OF THE HUMBLE FRUIT

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FRUIT BOMBS

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REAL BURRST - ORANGE

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REAL BURRST - APPLE


PEPSICO INDIA - KURKURE

ECCENTRIC

QUIRKY JUGAAD

ABUNDANCE MOVEMENT JUBILANT LOUD

LARGER THAN LIFE

FULLY LOADED

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Launched in 1999, this perfect ‘namkeen’ snack, developed entirely in India, has come to be identified with fun and lovable human quirks. THE TASK was to up the ante with a re-branding exercise that took the ‘fun’ a notch higher. Deliverables included Brand Identity and Packaging Graphics. Communicating the idea of being ‘FULLY LOADED’ the Indian Transportation Revolution which is actually a pursuit to maximize the output with minimal input was the starting point. The overloaded AUTO RICKSHAW was the vehicle of choice.

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INDIAN TRANSPORTATION REVOLUTION

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BRAND ATTRIBUTES

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MAKING OF THE KURKURE EXPRESS

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KURKURE - PACKAGING DESIGN

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SUB BRAND VARIENTING - The mode of transport changes for each sub brand.


BRAND ACTIVATION


RANG RASIYA - FREEDOM OF EXPRESSION ART COMPETITION PRE EVENT PROMOTIONS - POSTERS

PRE EVENT PROMOTIONS - EVENTS

THE LAUNCH EVENT - PRESS CONFERENCE The press conference is designed to be an experiential journey where the subjects are treated to a variety of visual and aural suggestions/influences which are designed to tickle their senses. The theme of ‘Freedom of Expression’ is explored through an interactive environment which challenges as well as entertains. The element of surprise works towards peeling off the immunity certain individuals posses regarding events of the ‘arty’ kind. MIRROR MIRROR ON THE WALL - CCTV cameras are placed at various locations in the cottage with the multiple monitors stacked on top of each other to create a video wall show the action taking place within the venue at all points of time.

Reminiscent of the THREE WISE MONKEYS which are a pictorial maxim, together they embody the proverbial principle of "see no evil, hear no evil, speak no evil". Questioning the role of censorship in the artistic realm the poster was meant to provoke a response in the

A series of posters with separate images of clouds and an arrangement of dots are sent out. Each of these posters has four options with tick boxes e.g. Bling, Tomato, Mom, Hotel. The idea was to encourage to create their own form and CONNECT THE DOTS. 1

ART BY ACCIDENT - The main entrance to the venue has a moist door mat and a tray of UV powder which is placed close to the door. This ensures that all the members of the press have to step onto the tray in order to enter the venue. Due to first stepping on the moist spongy door mat and then the powder tray the UV powder sticks on to the footwear of the guests thus leaving an invisible pattern/trail on the floor.

The ‘PEEP SHOW’ installation creates a segregated area for artists to perform in. This structure is completely blocked from all sides with holes at various heights on all the four walls. The artist is inside whilst the spectators have to use the peep holes to view the performance. The artists/artworks can vary from painters, sonic artists, performance artists to video installations. Each day the artist/artwork changes.

Different colored UV powder trays are kept at different locations within the venue. These create a pattern of various colors exhibiting a map of the routes taken by the guests. During an appropriate time at the conference the Black lights are switched on displaying the artwork that has been created by the guests as they walk inside the venue.

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SECTION GLOSSARY

This competition was structured to bring about a socio cultural movement which discovers new talent and brings contemporary art into the discursive domain of the middle class. THE AIM was to bridge the aesthetics of the common man with the “high art” tradition in the true spirit of the master painter Raja Ravi Verma. Although a standalone property by itself, this competition would boost up publicity for the Ketan Mehta directed “Rang Rasiya” – a commercial Hindi movie based on the life and times of Raja Ravi Verma.

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PRE EVENT PROMOTIONS - POSTERS

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PRE EVENT PROMOTIONS - EVENTS

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THE LAUNCH EVENT - PRESS CONFERENCE

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FILMS


LATE & LIVE

A DREAM ABOUT A TALK SHOW ABOUT DREAMS - The narrative begins coherently and disintegrates as two characters on the talk show subvert the content. Late & Live is the recreation of a dream and narrates more like a malfunctioning stabilizer flickering between sense and countersense.


PERFORMANCE ART


H.M.S. PRESIDENT

RABBIT GIRL

SONIC INTERVENTIONS

The performance aboard the World War I decommissioned frigate, The H.M.S. President was an ARTS COUNCIL OF ENGLAND funded event. A performance piece designed towards exploding narrative. Based on a poem written by a student of Class X, Sacred Heart School, London the piece expanded on the written content creating characters not part of it but derivative of it.

‘IS THAT A RABBIT OR A GIRL?’

‘We don’t like you, we don’t like the way you smell, we just don’t care, we will give you poison to try and kill you, if it doesn’t work we might try the electric chair, we hate you, we hate you, we hate you and we like it that way.’


FINAL YEAR THESIS - CSM 2004

SONIC INTERVENTIONS

INVOKATION TO PROVOKATION - The performance was structured to work like a purification ritual which utilized ingredients such as Urine, Raw Meat,Vomit and Loud Noise as catalysts. The performance area spilled over into the audience area ‘bridging the gap’ thus enabling effective delivery of the ‘antidote’ - affection and the threat of violence, one following the other, subduing the audience through contradictory commands.

NOISE - LOADS OF NOISE


ILLUSTRATION


ILLUSTRATION

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IMAGE GLOSSARY 1

BALL POINT PEN 1997-2000

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FELT TIP PEN 2009

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BALL POINT PEN 2012


PORN PLASTIC


# 24551 Packaging Tape / Ink / Liquid Shoe Polish on Paper


# 76478 Packaging Tape / Liquid Shoe Polish / Ink on Paper


# 46573 Packaging Tape / Liquid Shoe Polish / Ink on Paper


# 87463 Packaging Tape / Marker / Dry Pastels on Paper


# 98741 Ink / Packaging Tape / Liquid Shoe Polish on Paper


# 55461 Ink / Marker / Liquid Shoe Polish on Paper


BRANDING PACKAGING BRAND ACTIVATION FILMS PERFORMANCE ART SONIC ART ILLUSTRATION

JAGPREET SINGH SANDHU

+91 7506277896 jagpreet.sand@gmail.com

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