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Student Diploma Project

diploma project




DURATION OF PROJECT: 15th FEB.’’ 2010 TO 14th NOV. 2010




read thoug ht got inspired created criticized appreciated loved laug hed indulged envied empathized foreseed basked felt touched listened spoke...a lot! dreamt

And, I achieved!


Sakshi Ja


niam Subrama

I owe a great many thanks to a great many people who helped and supported me during the Di ploma Project. I would like to extend my sincere thanks to all of them. It has been an amazing experience for me. I learned a lot and had a lots of fun too. My deep sense of gratitude to Sakshi Jain, Creative Art Director, KATHA for her guidance and constant supervision. She has taken pain to correct me at every step of the project. I thank her for her kind cooperation and constant encouragement which helped me in completion of this project.



Geeta Dh

My deepest thanks to Geeta Dharamarajan, Executive Director, KATHA for guiding and correcting various documents of mine with attention and care. She gave me all the freedom to think and take decisions.


Sin Saaniya

Sasi Menon

I express my thanks to the A.Bala Subramanium (Ex-Dean) and Sasi Menon (Dean) of, IILM School of Design, Gurgaon, for extending there support. I would also thank my Institution and my faculty members without whom this project would have been a distant reality. My thanks and appreciations also go to my colleague, Saaniya Sing hal in developing the project , who also have willingly helped me out with her abilities.

my family

Thanks and appreciation to the helpful people at KATHA, (Dharamarajan Sir, Vikram, Varun, Mamta, Shone, Ruchi, Vasundhara, Poonam ji, Dili p ji, Kajal ji, Rana ji, Milton ji, Rag hu Sir, Devraj ji, Suni ji, Sadik, Rinki, Anshu, Saroj di, Baloo Bhaiya, Ram Bhaiya, Anu)for their support. I also extend my heartfelt thanks to my family for understanding and supporting me during the late working hours.

I spent a large part of my life in Delhi(NCR) learning so much from the culturally diverse yet intellectually comparable city. My aptitude for the creative arts has manifested itself rig ht from school throug h being a part for loads of competitions (intra school and inter school) and college - starting with simple sketching to graphics. My experiences have taug ht me that my true passion is design. So, I started with my professional training in Visual Communication design. I also believe that good design facilitates communication throug h a balanced attention to both form and function. Communication, in turn, facilitates exchanges of: knowledge and information, products and services, ideas and concepts. I am a confident, a self-motivated, and a passionate individual. I am not satisfied doing only communication design. I want to learn, challenge and open myself to a whole new world of design in general and hopefully apply this experience to any number of design-related fields. And, So, I chose to do this project with Katha.

Katha is a Delhi based nonprofit organization working in the areas of education, literacy, translation and culturelinking. Its chief objective is to spread the joy of reading among children and adults. Katha sees the story as the nodal point of learning and understanding people, cultures, environment and languages and our current publishing plan focuses on bringing world-class books for children. They are working with top-of-the-line illustrators and writers from India’s many languages, to bring out quality books for children. The programme also seeks to develop an incubator for seeding young, emerging authors and illustrators for ensuring a sustainable children’s book publishing and distribution programme in India. Classy productions, child-friendly layouts and superb illustrations go in tandem with excellent writing. Katha works with 6,000 friends of Katha and a growing pool of writers, translators and literary enthusiasts.

For my first design brief, Geeta said, “Our work does not stop at education and publishing. The whole concept of education, translation and culturelinking is based and driven by the very power of storytelling and story pedagogy. Hence, to reach out to a larger audience, as a token of appreciation to storytellers beyond boundaries, and for the idea to spread far and wide, Katha will soon be OPENING A BOOK SHOP, to house the best practices in storytelling - BOOKS!� Second design brief was to REVAMP THE KATHA WEBSITE. New idea, new concept, new colours, new look, new feel, new pictures, new openess, new transperancy, new website, but, same values!!!

My journey with katha began on the 15th of february 2010. And, as soon as I stepped into the head office of Katha, I saw a beautiful, indian, brick building. A building with a rugged look of bricks and a mud treatment. There were books everywhere. Starting from the roof top to the ground touching shelves, books surrounded me. Even a tiny miny space was utilised to keep a book. And, all the books looked beautiful with illustrations to die for, from illustrators all over the world, and stories that you can spend your whole day listening to. Geeta wanted all the books to be in one huge room and that room to be a platform for all the people to come and buy katha books. My first design brief was given to me on the first day. I was very charged up. It sounded like a great idea to me and I soo wanted to start off with the project but, I knew a lot of work awaits me as I had to create a bookstore for katha from scratch in 2 rooms of Katha head office. This was my first project brief. And, then I was told about the website, I was pretty excited as I had done one earlier and enjoyed doing it. This was my second project brief.


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The design brief laid out here is just in brief. I didn’t knew before starting the project that I will have to go through this huge process. Each stage in this brief have many more sub process. I more or less followed this process during my internship. After I was half way through I realised and learnt n understood the importance of design process. It was a great experience and also my mentor Sakshi helped me with this.

“and, the day began with us struggling to reach on time . . .�

To understand the philosophy of the organisation, we had to visit the school of katha and also interact with children and teachers. Katha started its first preschool in a slum in 1990. Starting with 5 kids to 1,400 children now. They have the sense of curiosity, critical thinking and want to shape their career. In 1991, community resurgence was introduced into the curriculum. The teacher pre and in-service education itself was a part of this effort to generate incomes for women. If education is to fulfill its intentions to develop every individual to their full potential, pro-poor action must be in the agenda of every school. So why aren’t our teachers at the centre of community action for equity and equality. After passing the 12th grade, Katha professional school provide skills and vocational training to adults for them to become responsive and responsible citizens and also an extra earning member in the family. Children learning in slums are often taug ht by teachers who have had no formal training. There is no formal faculty development available for teachers in low cost schools. How then can our children reap the benefits of education? So, Katha have a teacher training programme running in the schools of Katha. Katha school is a place which is always brimming with eddies of laug hter, bursting with activities and creativity. We saw a pool of talent there. School was incredible and so were the kids! The kids and the women were hig hly talented and creative. they believed in what Katha believed and were really happy to be in school. They believed that even they can achieve what they want. They were full with zeal. And, we were fulled with zeal to see them like that. They always wanted to do something or the other. They enjoyed being in school. Not only the regular curriculum but, also they extra-curricular activities like painting, baking, wood-crafting, film making, computers, dancing, singing, theatre, stiching, embroidery and so did the women of Katha enjoyed doing. They would just stay back in school and complete work and then go back home. there was always so much to explore.

Katha public school, uri govindp

Before I started my project, it was important for me to understand and know more about the organisation and its work and what thousands of people are gaining from here and what does Katha has to offer to them. So, it started with a visit to one of main and larger school of Katha called Kathashala or Katha Public School, which is located in the slums of Govindpuri, New Delhi. There we interacted with teachers, principal and students. We even played with them. Clicked a lot of pictures. School was brimming with eddies of laughter, bursting with activities and creativity. Students were happy to be in class and studying. Teachers were happy to teach. Teachers would tell stories to educate them. They would use Katha books to make them understand a easy concept. they would have such fun exercises that was fun to play and learn and would increase the imagination of a child. And we were shocked to see what they had to offer. So, the ‘joy of reading’ was the philosophy that kept the whole organisation together. And, we were happy to find that out ourselves.

atha kid

by a k painting

painting the wall of Katha school


face paintin

g competitio



or sale of painting f

computer science


Katha kid


wing on a kid dra at Katha the wall school


story through painting

Geeta at the graduation ceremony of kids at Kath a s c h o ! o l y a w un

aths the f

learning m

a kids

model made by the Kath

den kids kindergar

a little girl having fun

ying at girls stud


Katha sch

learning the

katha way!



arde ing g

We were awed by the work done by the Katha Women and Kids. There was a pool of talent. So, we thoug ht throug h this bookstore, we were not only going to encourage the ‘joy of reading’ within children but, we also thoug ht of income generation for the women and children at Katha school. We thoug ht that why not have a special products corner for the Katha women and children. So, we divided the bookstore into 3 categories: Katha books for children. Katha books for young adults (18) and above. Katha Products made by the women and children of Katha school. Products were further categorised into the following: Woodcraft Stitching Embroidery Bakery Art works(including crafts)

We went to a lot of places (mainly bookstores and cafe’s) as the part of our research so that we could get a roug h idea about whatever we need to look at before starting our concept sketches. We went there to understand the division of books in terms of its signage, collection and brand identity along with its application. Few of them are Oxford book Store and its cafe’ called the Cha bar”, Landmark, Om book Store, book store and library of NSD(National School of Drama), Crossword, Notes and Nibs, Yodakin, Timeless bookstore, People Tree, Jugaad, Happily Unmarried, Goodearth, Colour Factory, Punjab Heritage, Mocha Arthouse, The shop, Play clan. We also visited places like Few emporiums in connaug ht place, Janpath, Khan Market, haus Khas Village, pind baluchi, punjabi treat, dilli haat, art museum, people’s tree, dastakari haat, Design Katha, Kingdom of Dreams, etc.

We visited many bookstores and clicked lots of pictures. We looked into the niti grities of interiors and branding like wall textures, furniture, wallpapers(if any), wall hanging, lighting, billing process, bookshelves, basic stationary, identity, display of books, notice boards, products, signage, flooring, categorisation of books and even restrooms!!! So, we observed every little thing. We went for our research in the first week of our office and mostly have loads of fun clicking pictures and eating out. Places like dilli haat and dastakari haat had really nice products made from various materials even waste material. We took a lot of pictures to show them to the women at katha school for them to learn and create. It was interesting to see that the identity of the bookstore was printed all over the walls of the store. So, during an event, when one would click pictures. We also learnt how these bookstores use their identity in their basic stationary. I searched on google too for their the philosophy their logo carried. :) And then, we started to think, How was our store going to be different from the rest? What will be the USP of our store? What is that will pull in the maximum crowd? What will be the target audience of our store?

After many meetings and discussions with the Katha team and the Executive Director, we learnt that they wanted us to design a bookstore that primarily cater to children. They wanted to create India’s reader leaders. The space provided to us was the ground floor of the head office building We were given 2 room room initially and since they were less for a bookstore to house 50,000 books, we were given 3 rooms. And, we chose the biggest room to be dedicated to children since they also wanted that place to conduct little book launches, story telling workshops and little other events. This store will now also be housing the products of women and children.

We also researched on the extension of brand identity of various stores by walking into them, talking to their staff and picking up brochures, visiting cards, catalogues etc and studying them back at home. This helped me conceptualize better. I learnt that it was very important to understand the brand of katha for me to start conceptualising on the bookstore identity. I studied various identity and also studied their applications. I saw many books of katha. Saw all the beautiful illustrations in the books. And, then started brainstorming on how the name of the bookstore should be.

TARGET AUDIENCE Our primary target audience was children, young adults and their mothers. Demographic and Psychographic Factors Age: 2 years and above Gender: Male and Female Income Level: Meduim to hig her Family size: 4 or more “I can leave my kids here till I do my other work nearby.” “I really like the storytelling sessions.” “I love the bakery stuff here. Its the best in the vicinity.” “The handcrafted products are beautiful. I really feel like buying all of them.”

And, now, we wanted our concept for the identity of our bookstore. We thoug ht how do we enhance the joy of reading? And, we thoug ht

STORY!!! A story seed for children...for them to learn, to have fun, to enjoy and to soar for something hig h in life. And, then, we did a little more research on internet and visited a few more places and then finally arrived at the stage of thinking for the name of the bookstore. Taking the Katha philosophy forward, we now had to create a brand image for the store. So, we started thinking a nice name for the bookstore. We thoug ht of many names and few of them are listed ahead.

Before thinking of a name we had to keep the brand image in mind: Kids should like it Name of a Katha character Catchy Name Youth-lingo Should have an Earthy, Mitti, Cultural feel Language can be English, Hindi or Hinglish. Simple Natural Earthy colors add to the effect Juvenile - the freshness and vitality characteristic of a young person Translating stories, transforming lives Linguistic approach Me-We approach Cultural linking Fresh Young Sophisticated Traditional Indian Fun Playful Children centric


Kathalaya Kathag har Katha kafe Kitab kafe Katha kups Kups(cups) of katha Kups at katha Kitabi keeda Books and platters Gyaanpaan Balli maraan Chai paani Chai g har Chandu ki chai Pustakafe Kitab etc Kitabs n kroissants Fli p n si p Si p n fli p Katha rasa Kitab wala Bookish Booked Bookay (Bouquet) Book Hive Book Nut Book – o – Maniac Papyrus Bookwala In between covers Not just books Coffee-Table-Books Wisdom Bound Stacked Rows after Rows Kagaz Pitara Guchchha or Galpa (stories) guchchaa Katha Shetra Erudite Zone Front to back Front page café Book beat Book Binders. Bookarama

Book’em Bo Peep Books Humpus Bumpus Glued to the Tube Books Klunky Monkey Coffee, Books and More Cuppa bookie Book Bin Pookatales A Likely Story All That’s Fit to Print Deliberate Literate Booketeria Title Recall Books and Beans Books 4-1/desserts 4-2 Have your book and eat it too! Bibliomaniacs Book Bank Rescued Pages Book Barn ‘Til we read again! The Next Chapters Book Nook Booknooki Parked page Kaboi Grounds for Thoug ht Beans for thoug hts Thinking Beans Bookie joint Chapter one Hungry mind (sounds perverted) Booktique Know knew books Hooked on books Book hook Book hooked Kadak kahaani Kabooli (katha books literature) Cup to cover Brewchure – combination of “brew” and “brochure” Masala chai B2 (as in b.b., you can write it as for books ‘n’ brew) Chai paani/chai shaai Bookbusters

Café-inn Preface Cup o’ tea Read ‘n’ stir Book my tea T bar (already dere) Kahva (kahva n beans is already dere) Kavaah Chai shai Thela Bes-t-seller busybeans bookspresso Between the lines Booking open Food for thoug ht The page turner Chabootra Kasbah (already dere) Bookie cookie Bibliowha? Bookberries Chase the Bookseller Book chase A Novel Idea Kitaab g har Chai wallahs Bookmark Forwords Run for Cover

These names were presented to the Katha team in a proper power point presentation after which it was decided that the name has to be deeply related to the history of katha. And, it would be really awesome if the name starts with the alphabet “K” or “KA”. So, we studied the other parts of Katha and the campaigns it was running. We also studied the history of Katha and found out that it all started with Tamasha! a magazine for children.


At first there was Tamasha! A fat and friendly elephant, she broug ht the sparkle of fun and learning to our children. Soon she had Hulgul and Chichinda to help. And life was never again the same for 80,00,000 children. Tamasha! The Activity Magazine for Spreading Holistic Awareness was started by Geeta Dharmarajan in 1988 as a children’s health and environment magazine, carrying ideas of sustainable development, family wellbeing, empowerment of girls and women and other life issues throug h stories, colourful illustrations and engaging designs. This set the tone and culture for Katha when this nonprofit was formally registered on 8 September, 1989, serendi pitously, World Literacy Day. Meant primarily for children from non-literate families, especially in rural areas, Tamasha! also became an important aid for introducing children to complex science and mathematics lessons and to India’s languages and cultures. Tamasha! not only charmed its readers, it was also used for four animation films based on its stories by CIET-NCERT. The magazine was displayed amongst quality magazines from all over the world in the International Board for Books for Youth, which is now permanently exhibited in Germany. And was figured in an American Who’s Who of Children’s Magazines! Tamasha! predates Katha. The important ideas behind the fun magazine that have, over the last 22 years give children what they want — fun, games, puzzles, stories — while keeping in mind the need to raise awareness about the complex connections between poverty, environment and health/ reproductive health/population science. The first issue came out in early1989. Since then, Tamasha! has set the tone and culture for the work we do in Katha. Today, the Tamasha! legacy carries on. Tamasha Roadshows and the Tamasha Easy Readers series are directions in which this big fat elephant is heading today!

How about further developing the “TAMASHA” into the Katha Bookstore symbol. Taking Tamasha from the magazine, we were now going to transform her into an identity of the new elephant that the kids were going to relate to. This elephant, just like tamasha will be full of stories and would tell stories to kids. We wanted her to be Tamasha’s little daughter. We are trying to bring in the new elephant that will represent the Katha bookstore and reduced it to its minimun graphic representation. We started conceptualising while still studying about Katha and thinking for the name. We knew what we wanted. We wanted to create a elephant as a symbol for the bookstore. An elephant which will again be popular with kids. Which can also tell stories to kids and teach them too. It could also be used as a mascot. An elephant whose belly is full of stories...

Katha has initiated many projects and campaigns. On studying these campaigns, we found out that most of them starts with either the alphabet “K” or “KA”. For example: KENGA: Katha English Academy KITES: Katha Infotech and EComm School KSE: Katha School of Entrepreneurshi p KaSWI: Katha Social Work Institute Katha Josh: Sports, Yoga and Physical Education Kala Niwas: Fine Arts KHEL: Katha Holistic Early Learning Centre Katha Lisu School: Schools for Tribal kids in Assam

The elephant in the logo is named Tamasha!

Katha Tech Master Colony Tug hlagabad Village Katha Tech Khore Gaon Haryana

So, we thoug ht that just like the other initiative and campaigns running by Katha had the glimplse of Katha, as far as the name was concerned. So, we decided that our bookstore would also have a name that starts with either the alphabet “K” or “Ka”. And, so, these came along... KABOOK: (KA-BOOK) Katha Books KABOOKI: (KA-BOOK-I) Katha Book Initiative KABOI: (KA-BO-I) Katha Book Initiative KATHALAYA: The Katha Bookhouse KATHA PUSTAKAFE: Katha book cafe And, finally 2 were chosen:


I was really happy that we had finally decided something after so many discussions, so many presentations and so many doubts in minds. We were really happy about the fact that we have atleast decided on the name. And, while going back from office with Saaniya’s dad, we discussed this with him and he tol us that “KABUKI” was a very famous theatre group of Japan. So, even though the spelling of Kabooki was different, the pronunciation was the same and so, we had to cut off the name and we finally reached at a stage of agreement with everybody wafter a lot of discussion that our bookstore should be called KABOI.

And now, we began to work... and it was fun at start and then we went mad!!!

















































































I experimented with lots of things while trying to get the right logo for Kaboi. I tried using coffee mark since it was gonna be a bookstore cum coffee shop, I also tried paints in various ways as it would give a rugged and earthy look, I tried creating symbol out of speech bubbles and quotes since we were working on the concept of a story. I tried a graphical representation of elephant too, I thought may be, indian elephant would work since Katha is an organisation which is very indian, earthy and grounded to indian roots. I tried using texture also on the elephant. I even tried highlighting only one part of the elephant’s body like its trunk or ear. A few of them very detailed. I also tried creating an elephant which was crazy looking so that it looks like it is full of fun and joy. Few elephants were also made which looked totally different from the original elephant as a stylised illustration. All characters created like this had playfulness to it. few were made inspired from the book. But, my major concept while creating a logo was “a bag full of stories”. For that to happen, the elephant was required to be fat, round, heavy, bubbly, fun and joyful. After all this, few of them were selected to explore further, which could work if explored more.

The concept that I was working on was a bag full of stories, so, the elephant had to be fat, round, heavy, bubbly, playful and full of joy. This was the initial thing I did for this concept. It was different yet, fat. I was told it had scope, so I should work on this.

The ears of the elephant were looking weird like a patch and the trunk too looked a little crooked. The last one had a hump on its back and the head was bumpy too. The lower part of the body looked a little detached from the uper part of the body.

The ear of the elephant was rectified and the trunk was also given a little twisted look. The hump on the back and the headwas also sorted. Last one also missed a tail and a tail was added here.

The trunk was shifted to the other side. I didn’’t want to discount any possibilities. So, I tried shifting the trunk to the left hand side.

The open trunk was also tried and the lower part of the body was also shifted so that it looked attached and part of the same body.

Just so that I don’t miss out on any possibility, I even tried turning the pointed ear upwards and again rolling back the trunk.

I also tried rolling the trunk back open. But it didn’t work out as the body looked weird.

Finally, the trunk was rolled open and the ears were dropped down from the pointing ends.

A circular texture with concentric and non concentric circles was made in two colours and the heavy, conventional elephant was used. But, this one looked very busy and jumbled up and confusing. So, I was told to leave some space and fill some space. The background of the elephant was yellow and the circles were white and red.

So, I removed the background and made the outline of the white circle to yellow. It was now loose and not too crowded. But, still needed a lot of breathing space, for it to become a logo and also needed a punch.

I increased the size of the circles and changed the colour to yellow. But, it wasn’t working out either.

The concept that I was working on was a bag full of stories, but, I used this line texture to just have a different feel to it. I knew I had to use a fat, chubby elephant. But, I used a texture to give it a barcode look. But, afterwards I tried using other texture too.

I took the earlier symbol and try and put the barcode texture on it. But, it was so not working out.

I took the earlier symbol and try and put the barcode texture on it. But, it was so not working out.

i also tried and play with the colour of the same symbol. But, it didn’t work out.

I took this another symbol which was fat, cute, chubby and joyful. But, it didn’t work out on this on too.

I also tried other texture like curved line. But, this also didn’t work out.

I also tried the thumb print for the texture on this symbol.

This was also a thumb print but this one has closer lines. But none of these worked out.

The concept that I was working on was ‘a bag full of stories’, but, So, the shape of the elephant was suppose to be fat, round, heavy, playful, bubbly, full of joy and happiness. So, I came up with this elephant. The elephant had a character to it as it looked as if an elephant is ti p toeing to kids to tell them a story. It looked playful and joyful.

Here, i had to make changes in the head as elephants have a slig ht bump in the head which separates the head from the body. The tail was also too thin and needed to be changed. Here, the elephant was compressed a little so to see if it looks better that way. Even the toe nails.

i was experimenting with the shape of the ear.

i was experimenting with the shape of the ear even here.

I then, got rid of the ear and made the necessary changes in the body of the elephant like creating a bump in the head and also changed the tail and toe nail. extended the line from his trunk to the body. Also created little hump below his trunk

I further changed the bump on her back and removed the hump below his back.

Then, I got rid of the bump in the head. And, again added the hump below his trunk.

The little hump below his trunk was again removed. Now, the eyes looked a little squinty so I realised that I will have to alter them too.

The indian elephant is always seen wearing a colourful cloth on its back. I wanted to create a graphic representation of the same.

Another graphic representation of the same.

I also tried and clubbing the cloth and the ear.

I enlarged the ear and created a spiral like formation in the elephants body. At this moment, i was experimenting with the ear because without it, the elephants body looked incomplete and would look really heavy as it was a solid colour and looked like a huge ball.

I used a ear that was used by Saaniya in one of her concepts and played around with size. I also changed the tail of the elephant.

I changed the concentric shape to the non concentric shape and it looked a much better.

I experimented by changing the colour.

Now, I changed the shape of the year to circles.

I used a ear that was used by Saaniya in one of her concepts and played around with size. I also changed the tail of the elephant.

I changed the orientation of the elephant and changed it back to grey with yellow and white ear.

i now experimented with a simple line ear and added nostrils on her trunk. I also added a little hair on her head to mark the bump on her head.

A normal small ear.

A curved human type ear.

These are the explorations with the cloth. I tried placing many kinds of ears, I just wanted the symbol to look playful and have some movement in it. The black space in the body looked very heavy and therefore it was important to break it. So, I tried using the spiral to breal the monotony on the black space. I also experimented with the type and form. I tried placing the type at different angels and along with form so that it does not lose its playfulness and joyfulness.

These are the explorations with the ear. I tried placing many kinds of ears, I just wanted the symbol to look playful and have some movement in it. There are a few examples of different forms of ears. I had to have a monotony breaker as the huge black body looked very heavy.

These are a few examples of type explorations with the form. Also, I realised that the ear element was better than the spiral element in the elephant’s body as it is more playful in terms of its form. I also tried creating an elephant where one could see just one eye instead of two like in the other concept. These are explorations of type with form. I tried placing the type at different angles along with the form so that I do not let go of the play full ness and movement in the symbol. The selection of the type of font and its placement was related to the playfulness of the logo. I wanted a connection between both the symbol and the logotype in such a way that brings out a sense of happiness and lot of interactivity and movement.

All of the ones shown here, were done with Saaniya as now we were exchanging our explorations and working on each others. It was fun giving a new approach to each others exploration.

But, finally after lots of exploration and exprimentation, we thoug ht that this one worked the best and that too with white background as it looked more interesting because the ear was mixing with the white background. Everything was fine, but, the fact that the earlier one looked that it was walking in the wrong direction, so I fli ped the elephant so that it starts moving in the rig ht direction. As discussed earlier, it had to be a fun, joygul elephant so, just to give that movement to it, it was turned a little bit.


Taking Saaniya's spiral concept forward, I created many more changes to it. One can keep making and simplifying spiral formations and that's exactly what was required until everybody was satisfied with one final form. The spiral formation was created with an irregular, jaggered line and was complimented with an irregular shaped circle and placed behind the spiral elephant in the centre. I moved the circle from centre to left to give a sense of movement. The concept was finalised, however, it still demanded many changes as it lacked the logo qualities. We wanted this symbol to be ethnic, playful and interactive. The trunk of the elephant in this concept was extended downwards. I wanted the trunk to come out of the circle. This, however, was not working out as the endings were sharp and they ended very abruptly. I, then twisted the lines(trunk) around the circle in order to give it some life and make it a little playful. It also solved another purpose such as making a tail for the elephant. The elephant looked happy to me now. And, then the orientation of the circle was finalised and so was the whole logo.

THE TWO CHOSEN KABOI SYMBOL The two symbols were selected. The concept and characteristics of each are given below. I also tried creating some applications for both the symbols so that it could help me decide on the final one.

This symbol is based on the concept of “A bag full of stories�. They are playful, full of life and ready to throw a million stories at you. Every elements in this elephant is moving with joy, thereby enhancing the joy of reading.

This symbol was based on the concept of transforming lives throug h translating stories. it is ethnic and very indian because of the earthy colours and the irregular shape of its background. Keeping the Katha philosophy in mind, I used free flowing lines and natural forms.

EXTENTION OF SYMBOL Before the opening of the bookstore, we wanted all the children to start relating to the character, to create a buzz about the character in the city. For this to happen, we had to start a teaser campaign sort of thing. So, we planned to distribute bookmarks without releaving the form of the elephant.


Pull from here

This is an invitation card where the card will be in the form of the symbol. When the envelope is opened, only the tail will be visible. When the tail is pulled out, the card is seen, thoug h without the features.

This is how Kboi will be placed in a bookmark. We do not want to reveal the entire form of Kaboi to the people, so soon.









And we also wanted some traces of the logo in packaging or may be invite of the opening of the bookshop and also have the character in the bookshop itself like may be on the wall or something.

The tail of the elephant can be use as the hooks for hanging the curtains. The elephant can be drawn or pasted on the wall whereas the tail of the elephant can come out of the wall in the form of hooks to hang something.

The hidden elephant on the front and back of a visiting card(just experimenting with its placement)

The string of the bags can be an extension of the logo itself as seen in the above and below images.

Spiral earings and cushion designs could also represent our logo.

A paper cli p in the form of our logo. And, the strings of the bookmark can be an extention of the logo.

FINAL SYMBOL Based on the concept translating stories, transformaing lives throug h the joy of reading and encouraging self employment. The main elements of the logo was the thread and the spiral formation. So, finally this symbol was selected out of the two.

FINAL COLOUR COMBINATIONS We chose two colour combinations for the selected logo that was Deep Yellow (C0 M20 Y100 K0) and Indian red (C0 M100 Y100 K20).

C0 M100 Y100 K20

C0 M20 Y100 K0

FINAL SYMBOL We explored the symbol with type. The font had to look ethnic and indian so as to follow the philosophy of Katha.

On the other side of the page are my explorations with type. The reason behind choosing the fonts were either it had a nice rugged feel to it or had an indian touch to it since it represented the sanskrit language. And there was more exploration with attaching the string to the type but, it looked too subtle and was not visible. And, hence none of them worked out. And the exploration continued. Now, i tried putting a slig htly bold font but, irregular in nature. This one seemed to work out. as it went well with the symbol.

FINAL SYMBOL This is the final kaboi logo and it can be written in two ways. Its extremetly important to mention the full form of Kaboi that is Katha Book Initiative. The name of the parent brand, KAthA had to be there. As seen in other katha stationery.

BASIC STAIONERY Below are the visiting cards of Kaboi.



We took a lot of time doing this, We could not even complete when another meeting was held and we were excited to show them what we had done and had no idea what was in store for us in that meeting! Turn over to find out what they did to us!

ALL THE APREHENTIONS WITH KABOI... The name of Katha will be lost... There is no mention of the parent brand... The parent brand is hardly visible in the logo... Why Kaboi???... The name has to be changed... Since Katha is an NGO, can we start a commercial bookstore with a different name???... Why can’t it be Katha Boi???... Why don’t we have Katha logo in Kaboi???... With the opening of Kaboi won’t Katha’s name be lost???

and we went crazy thinking about this... we so wanted to kill ourselves...

we went a little crazy first and then wanted to kill ourselves by either jumping from a building or hiting our head hard on wall...we soo wanted to do it!!!

There were many arguments and meetings regarding the name change after agreeing on it for the last 4 months. It was now changing... This was an initiaive to create a stronger brand name for Katha, which according to them was a minor piece of information they forgot to pass on and so the parent brand got lost in the process. And, so, it was decided that the shop will now be called Katha StoryShop.

Katha StoryShop’s look and feel should be a good blend of a cool hangout with the class of a great books where people can come together to enjoy in a relaxed atmosphere. We wanted a stratergy to strengthen the leadershi p position of Katha StoryShop (one of its kind for kids)with an all new brand identity that syncs with its vision to be the friendly and social hub. Developed from in-depth dialogue with customers, book lovers and coffee lovers, the logo should entails an all new ‘smart’ approach. The elephant was not working out as a logo. So, wanted a fresh new avatar.


I added the logo of the parent brand that is KATHA against various shapes. The type of the brand name did not change as we did not want to change the identity which has existed for 22 years. The symbol and the logotype remained the same. The font of the storyshop was explored with. However, the main focus of the logo were the symbol and the logotype of the parent brand. I tried to experiment with the symbol of Katha against a circle and a square background of different colours. The following concept did not work out as the storyshop was not visible nor did it have any importance. I also tried twisting the form of the background, yet it was not working out. I did that to give a sense on movement but, that did not help either.

to strengthen the leadershi p position of Katha StoryShop (one of its kind for kids) with an all new brand identity that syncs with its vision to be the friendly and social hub, I thoug ht why not a ‘Dialogue Box’ - with the symbol Katha since they wanted one. The ‘dialogue’ logo mig ht symbolise the essence of what a Katha StoryShop was gonna be all about a perfect place to ‘relax, dialogue and most importantly learnings.’ And as we all know, What better place than a book store with hot brewing coffee! Dialogue balloons are a graphic convention used most commonly in comic books, comic stri ps and cartoons to allow words (and much less often, pictures) to be understood as representing the speech or thoug hts of a given character in the comic. As a catch-all symbol, the speech bubble is toug h to resist. It contains what everyone wants to say: user-generated, communication, collaboration, commenting, social media, community, self-published, my voice, our voice, rating, ranking, sharing and the rest. On top of that, it’s simple with a minimum of line, approachable and cuddly, and you can always count on people getting it. Katha has played an essential role in awakening India to the ‘joy of reading’ culture. And, now, by giving millions of people an enjoyable ambience to spend a while to think and talk about things. And, today coffee has become a part of many people’s lifestyle and more and more people are spending time in the cafe’s. So, why not a cafe’ with a book shop that too brewed by our own Katha women giving them a platform to earn and be independent. People associate cafes with an ideal place to meet and dialogue with each other. And as they say, ““Some of my best ideas come out of the hours spent in a cafe. A cafe is the place where you can be all by yourself and take in the world of beautiful people around me, or can just chat with people or simply observe and gauge what they mig ht be thinking, some look cheerful, some look busy, so many emotions one gets to see at a cafe.”

So, I did a brief research on dialogue boxex and made a few my self. Below are shown a few dialogue boxes / speech bubbles.

Since the angles never looked nice with Katha nor did they work well for Katha. I got rid of all the angles of the bubbles or quotes and then worked on the parent brand and logotype of StoryShop.

The identity of Katha StoryShop was finalised. The main characteristic of the logo were the use of ethnic yet sheek deep yellow, which is the colour brand of Katha. The dialogue box which symbolises a perfect place to relax, dialogue and most importantly learning. The font of Katha remains the same as it has been so since the past 22 years. The StoryShop, an extension of Katha has been important as it is placed rig ht below is parent brand, just like an extension.


These are a few exploration of the visiting cards and the tags.


The visiting card here was an economical option as this would be made out of rubber stamp and could be stamped on any piece of paper.

The launch of Katha StoryShop was going to be a 3 day carnival. But, for that to happen and to have maximum partici pation I had to create a buzz about the store. So, a hoarding of 8 feet by 6 feet was printed and put rig ht outside Katha office.

The launch of Katha StoryShop was going to be a 3 day carnival. But, for that to happen and to have maximum partici pation I created an invitation card.



and that was not enough for them...the logo needs to change it was really frustrating!!!...I actually learnt how keep my cool while having the hardest of time...only god could help us now...

And, IT DID!!!

why? why? why?

em with this???

how about i stab th

why did i come he


After many discussions with the Katha team. It was finally decided that the quote was not working out as a background as it did not look lively enoug h and was modern and so it does not do justice to the logo. The logo of the parent brand looked the best like it was, without being attached to any backgrounds, thoug h we were free to crete more examples of how the Katha logo in different forms, sizes, placements and even fonts. There are a few more explorations.

The Katha StoryShop logo was finalised. In this logo, the STORYSHOP was our main focus, since that was the name of he store. The name of the parent brand was in the colour red (C0 M100 Y100 K30) against a white background. The symbol Katha is not seen completely in this logo but, one can make out its katha’s logo and also one can see the full logo in the stationery.

BASIC STATIONERY The visiting cards of 3.5”*2.5”, suggestion cards and tags of 3”*1.5”. In the tags, it was extremely important for me to add information on both the parent as well as the sub brand. We wanted people to know about both, Katha and Katha StoryShop at the same time.

The mailers were sent out to the donors and partners of Katha and also to the friends of Katha and coard members of Katha. The mailer was also posted on facebook.

Countdown updates were posted on facebook daily, just 3 days before the opening in order to create a buzz amongst people and to encourage more partici pation.

The launch of Katha StoryShop was going to be a 3 day carnival. But, for that to happen and to have maximum partici pation we had to create a buzz about the store. So, a fliyer was printed and distributed in the vicinity of the store throug h BOWWOW van.

The posters were printed and distributed in the vicinity of the store.

BOW-WOW van that is Books on wheels - workshop on wheels was a promotional campaign started by Katha to encourage the joy of reading. It was a library cum bookshop on wheels. It use to go to places and park it self to a place near crowd and would pull in the crowd because of the illustrations done on it.

finally!!!! we were done with the logo of the bookshop...Now, was the time when the interiors were also almost done but, I’ll take you through the whole journey of interiors too....It had pretty hard things in store for us!!!

Delhi will get an exciting new space rig ht on a main arterial road in South Delhi. An ideal place for a rendezvous. An ancient mansion beneath many trees finds itself transformed into an exotic place for books from around the world. The Katha StoryShop, Delhi. Books, art, workshops, movies, merchandise and stories fuse here to create an unforgettable “katha” mosaic. And, of course, evenings complete with stories, discussions and workshops, the Katha way. A shop full of stories. Stories stitched and woven into beautiful gifts and toys lovingly crafted by the women of Govindpuri, women with dreams, women who believe they can. Stories painted on walls. Stories smiling at you from doors and windows, hanging from the ceiling. Stories encased in books… Stories for everyone, from the very young to the very old. A personalised space for children which differs from the consumerist market of Barbie dolls and cartoon figures. A child shouldn’t be told what to read, we try to ensure a child’s imagination isn’’t limited to a book but a space. This personalised space will include stories and narratives that move beyond Enid Blyton and the Famous Five to places closer to home. Literature that transports children to a magical world of tales and characters, but based in Indian culture and settings, that can provide a more realistic visual scope for a growing child’s mind. The interiors of Katha StoryShop was suppose to look ethnic yet vougish. It should be a rustic hide away where good food, laug hter, culture, conversation. And, of course, BOOKS come together in a delig htful way. A place where beautiful people meet to celebrate life’s simple journey and learn from each other. You won’t go to Katha StoryShop to buy books but, you would go to live it up. The Katha StoryShop should be something of a landmark. A place where the city’s happy people congregate to read, to di p into an outstanding conversations, and to linger over laug hter. It should be an experience that the city’s beautiful people should unreservedly take to their hearts. A treat for the eye!

We went to a lot of places as the part of our research. We went to places like Oxford book Store and its cafe’ called the “Cha bar”, Landmark, Om book Store, book store and library of NSD(National School of Drama), Crossword, Notes and Nibs, etc to understand the division of books in terms of its signage, collection and brand identity along with its application. We also visited the Katha Public School on out second day of work and also interacted with the kids, the women and teachers. We also visited places like pind baluchi, punjabi treat, dilli haat, art museum, people’s tree, dastakari haat, Design Katha, Kingdom of Dreams, etc just to see the ambience and interiors because places like these have ethnic and traditional. And, of course Google for checking out interiors in other book storese textures, the colours, the furnitures, murals, the storage spaces, etc and also, for the exteriors of the book store.

Requirements: 1) The book shop should be able to stack up atleast 25,000 books. 2) Its one of its kind kids book shop. Exclusively for kids. Even thoug h there is space for adults too. 3) In each room, the space is divided into 3 main categories as: (a) Katha books; (b) other indian publisher; (c) Foreign publisher. 4) Lots of storage space inside the rooms only. 5) Design should accomodate both centralised and window Air Conditioner.

Constraints: 1) Since, it was a kids book shop, the most important thing in mind was that everything should be kids friendly. 2) The wall and the ceiling of the room were full of moisture and were damp. So, the furniture, the paints, the books were to be taken care of. 3) The wall and ceiling could not be hampered with. Due to which the lig hting system was very difficult to fit into design. 4) The space for window and centralised AC was suppose to be accomodated. 5) The shop was completely vaastu compliant. According to which the enterance, the placements were decided. 6) Since, it was an NGO, the main constraint was money. A lot of things were rejected because they were coming out to be very expensive. 7) The space was actually a home of the owner, Geeta Dharmarajan where she lived on the first floor and had her office on the second floor. The shop was going to opened on the ground floor and MCD created a lot of mess in approving the plan. And, it has still not approved the exterior paln and, therefore, we had to change the main enterance of the book shop. 8) Since, it was residence, a lot of emotional attachment was there. So, for us to make any changes in the room was a long process. Even, if we had to hammer a nail in a wall, we had to take permission from the owner, Geeta. 9) A lot of emotional attachment was also with the few of book racks, which we had to accomodate later in our design.


Initially, when we started thinking about the interiors, we brainstormed together, we made our moodboards, we went for research together, but, then we divided our rooms and I got children’s room and merchandise room. The room shown here on the page is children’s room concept sketch and then another concept for children’s room and merchandise room follows.






The initial concept sketches were made for the plan for the room. We started off with adult room. The plan was made so as to get an idea, where we can place the book rack and where we can have the seating. After the plan, the elevations were made and each and every thing was taken into consideration like; lig hting, seating, book racks, colour of the room, treatment/texture on the wall, furniture, etc. Here, shown are the concept plan of adult’s room which was the inner most room. And, all of this were done initially but none of these worked out. Elevation concepts of each wall are shown in the consecutive pages. And, the final elevations with its details and 3D views are shown ahead. The finals were first discussed with the mentor and then with roug h sketches was shown to Geeta, the executive director of Katha.

The conceptual plan and elevation of the adult’s room is shown below. The main idea was to have an indian and ethnic look and feel in the room. The bookstore can stack up upto 6000 to 8000 books in every room. The interiors has a mirror on the wall as this room had really less lig ht and a mirror would increase the lig ht in the room. Some kalamkari was dome on the wall to give it an ethnic look and all the motifs on the wall were very indian and ethnic which was required so as to carry on the philosophy of Katha.

Here, we have the area of the room. All the measurements are in metres. The elevations below is of the adult room. Drawing no.1 is wall number 1, drawing no.2 is wall number 2, drawing no.3 wall number 3 and drawing no.4 is wall number 4, the drawing in the center is the plan of the room.




Here, I have shown 3 concepts for the adults room and all of them show the details of each and every thing. But, only the best things were picked up from all of them and then put together to get the best one. And the last one is an attempt for a one point perspective view.

The final elevation of wall no 1. The wooden adjustable (horizontally) wooden rack with teak wood finish and it also has a Storage below. 6 rows in total which is 1 foot each row and curved open ends and open top. Textured wall with posters above the book rack. The maximum heig ht of the rack on every wall is 6 feet.

The final elevation of wall no 2. Cement and brick rack (mud treatment) which is 8 inches jutting out and the lower 3 feet will have 3 rows and each row will be of 1 foot. Then a gap of 4-5 inches which will have indian motifs on it with white paint and then, 4 rows of which each row will be 1 foot hig h. The blocks in it to keep books will be of different widths just to break the monotony. This wall would also have posters above the book rack. It would also have ethnic door treatment.

The final elevation of wall no 3. As seen here, the concept drawing is different from the 3D view as the concept was changed after the discussion with Geeta. Here, the final one had a wooden diagonal book rack of 45* with teak wood finish. Decorative textured wall. Seating which is low heig ht (18 inches) 2.3’ approx. This wall would also have posters on it but on the half of the space which is left on the wall.

The final elevation of wall no 4. Wooden Seating with teak wood finish, with a storage space of 14 inches hig h and 12 inches jutting out, same as that of the seating space. Wall is painted white with Kalamkari on it. Wooden rack as shown in the 3D view. It also has a staircase rack to put on all the chit bits for the last minute buys as the cash counter is near by. A wooden low heig ht table (20inches) with storage space and seating of 16 inches and the design is shown here.

The final elevation of wall no. 5 as cash counter. Ethnic door treatment of the washroom door. curved cash counter table (3 feet hig ht). Chattai or blinds instead on curtains. Decorative textured wall. The whole room will have a 2 feet MS mesh and holes in between to hang lamps all over. We would remove fan and lig hts and put an AC. And, for the flooring, it would have a Jute rug.

Thinking interiors for children was pretty toug h. There were many constraints like child friendly material, children friendly murals, low heig ht furniture, playfulness in evrything, etc. So, we had so many concepts that it is physically difficult to document in here. But, a few of them are here. Initially, I started off with writing all the ideas on the piece of paper and then I did the plan and then, the elevations. All the things were taken into consideration like; lig hting, seating, book racks, colour of the room, treatment/ texture on the wall, furniture, etc.

Here, we have the area of the room. All the measurements are in metres. Drawing no.1 is wall number 1, drawing no.2 is wall number 2, drawing no.3 wall number 3 and drawing no.4 is wall number 4, the drawing in the center is the plan of the room. I have also shown a few concepts for the kids room.

Here shown are a few concept sketches for the kids room.

Wooden Seating with storage (below the window) - with magnetic catchers with magnetic ressesed notches (front side open). White paint (OBD)on the wall. Wooden storage on the top (ceiling) 8inches of depth and 8inches hig h( wall mounted). Staircase book rack on the rig ht of the window each row of appox. 12 inches hig h. Wooden rack on the left with storage space below and open curved edges and open top on the left side of the window. Elelphant to be painted on the both sides of the window. Staircase book rack of wood on the wall starting from one end which will be 7 feet’ tall and ending in the centre which is 1 foot tall and then again extending upto 7feet. Rack is open from the top. Projected wooden board on the wall with clutches. Characters on the wall (Mural, may be from a book). Just below the window, a wooden and stone rack with 1 feet of storage space and rest for open book display. On the rig ht hand side of the window, a wooden rack will start which will continue till the opposite wall. It will have 2 feet of storage space on the lower level of the wall and then 1 feet each row of display space going upto 7 feet of the wall. It start with curved edges and end with curved edges.

Wooden rack starting from the earlier wall will continue and will have 2’4 inches of storage space below and each row of 1foot for display. Rack open from the Top. Green paint on the wall. Mural on the wall (pink dots on green wall). Before the door, the rack on the earlier wall continues with curved end edges. Dinosaur will be painted on the wall. Animals painted on the glass above the door. Between the 2 doors, there is a rack with 2 fixed side panels, 2 top and bottom planks fixed and rest of them adjustable. On the smaller door, a wooden plank on the top to hang stuff. On the next wall, the same rack as the earlier wall will continue, with curved end edges. Each wooden rack with white coloured vennier. On the floor, there will be a jute rug. In the centre table-detachable table in the form of puzzle block (10 blocks) with storage and wheels. 16 inch Heig ht. On the roof, mirror work in the form of Surya. Hanging lamps for which 2 wooden pi pes will run across the room with electric connection to hang lamps.

Finally, we came to the room where we had to display all the stuff of the women and kids of Katha Public School as an Income Generation Programme(IGP). There were many constraints like space, the red coloured cupboard, the doors, soo many enterances to the room, etc. So, we did not have many concepts. We started off with standing in the space and going about it from wall to wall. And, we had to take in consideration the various shape and sizes of products, so, a lot of space went into the sizing. All the things were taken into consideration like; lig hting, seating, colour of the room, treatment/texture on the wall, furniture, Heig ht of racks, etc.

Here, we have the area of the room. All the measurements are in metres. Drawing no.1 is wall number 1, drawing no.2 is wall number 2, drawing no.3 wall number 3 and drawing no.4 is wall number 4, the drawing in the center is the plan of the room.

On left hand side of the door, wooden rack for display of stuff and it will have curved edges at the end. Each row is 20 inches hig h and 10 inches jutting out. There are total 4 rows. On rig ht hand side of the door, same wooden rack continuing but, the bottom most space will be converted to a storage space. It will have 2 drawers of 10 inches heig ht and in between there will be a gap of ressessed stri p. Decorative textured wall behind it and above it.

Instead of the red coloured wood, we will have mural (printed). Cover the whole glass cuboard with board from back. Katha - the logo to be illuminated from the top. Decorative textured wall above the cupboard. Door to be lit from top. Wrinkled polycarbonate sheet at the back of the door. Each rack will be only 7 feet hig h and the wall above it will have mud treatment and posters will be put on it to promote Katha and the books of Katha.

Glass painting on the glass above the door. A wooden movable Rack (staircase like) with a storage space and to display stuff. And, mirrors on the wall.

Wooden rack continuing from the other wall which will have curved edges at the end. 20 inches hig h and 10 inches jutting out. It will also have 2 drawers below as a storage space of 10inch heig ht and in between a gap of ressessed stri p. Small wooden planks of just below the window to keep post its. Top glass will have kite paper collage. Decorative textured wall behind and above the wooden rack.

While thinking for the mural of the amphitheatre. We thoug ht of doing a lot of ethnic stuff and showcase the architectural heritage of Delhi. It would just be a visual treat. We didn’t do anything on paper. We just took a paper, pencil, colours, brushes and got down to work...started painting on the wall. Here is the picture of the amphitheatre and the 3D view of the same with options.

As this had to be the place of filmscreening and was outside so it had to had a white washable paint with stocko or birla putti. canopy or honning above it. White washable paint on the base of the seating wall and delhi or India’s architectre painted with line drawing. Polish on the seating stone.

While thinking of the interiors for the enterance. We thoug ht of doing a lot of ethnic stuff with bangles, with kites, mirrors, bindis. We basically wanted it to be a visual treat and to be a showcase of what katha is. We didn’t do anything on paper. We just jotted down our few ideas and then, we went on discussing it and got it done. We took everything into consideration like; lig hting, seating, murals, colour of the room, treatment/texture on the wall, furniture, etc. Here, we have the area of the room. All the measurements are in metres. Drawing no.1 is wall number 1, drawing no.2 is wall number 2, drawing no.3 wall number 3 and drawing no.4 is wall number 4, the drawing in the center is the plan of the room.

These are just a few drawings of what we initially thoug ht our enterance would look like. But, then, we changed from the donation game on the wall to a mural on the wall, from hanging of the installation of lamp to hanging of lig hts, from that table to a space to sit and read. and may be drink a cup of coffee. And the floor over here was also changed from normal chi p stone to yellow jaisalmer stone. There was a staircase which lead to the owner’s house. We had to close that too. And, there was an entry from wall number 2. But, we had to change because of the vaastu shastra person, We also put a lot of posters on the wall and window of this room, We hung a lot of danglers for promotion of the new books of Katha.


Gathering from the illustration of the books of katha, we made an interesting entry for the bookstore.

Delhi will get an exciting new space rig ht on a main arterial road in South Delhi. An ideal place for a rendezvous. So, the exteriors was suppose to be amazing to pull in a lot of crowd. So, for that to happen we had many ideas for exteriors like thatch roofs, chaarpayis, maze, plant a tree idea, wishing well, children furniture in the form of a story-interactive. The maze can be built on the empty ground and can be used in the following ways: 1. A STORY TELLING MAZE: the clues to get out of the maze can be told in the form of a story or an entire katha story can be narrated in the maze. 2. A GAME AT EVERY STEP: the walls of the maze could have some games such as scrabble, tangrams etc. (designed in a unique fashion) on them so that our customers are having fun while finding their way out. 3. ABOUT KATHA: the maze could have banners about Katha. Its awards and this could end with a DONATION CORNER. In a nutshell, narrate the Katha story within the maze so that it is extremely impactful and gets the people to donate. This was our initial concept for the exteriors.


Roug h sketch of the plan of exterior.

Final sketch of the plan of exterior.

The garden of Katha Storyshop.

The scrabble floor for entry to the bookstore made out of tiles or may be painted by the kids of Katha Public School. One of the entrance walls or doors can have a crossword of all the katha initiatives and campaigns.

In the maze walls, a whole lot of games within the walls of the maze so that it serves as an interesting element.

Delhi will get an exciting new space rig ht on a main arterial road in South Delhi. An ideal place for a rendezvous. So, the exteriors was suppose to be amazing to pull in a lot of crowd. So, for that to happen we were now looking into three main areas: COST SUSTAINABILITY MAINTENANCE. The garden space will be divided into 3 parts: PATH SEATING LIGHTING PATH: it will be constructed all around the garden. SEATING: this seating is divided into two parts - cement seating(sustainability, maintenance and cost) corners(for a large number of prople). LIGHTING: we are looking at lamps that will be hung from the ceiling, from the trees etc.


Cost was the major constraint in the construction of any seating in the exteriors. And, also, the space was of MCD, So, they created a lot of trouble for us. So, finally nothing was done in the exteriors except for the cleaning and granite stone path.

it was fun doing all of this... we also helped the guys who were doing all the work after our concepts...

PROMOTIONAL DANGLERS These danglers were hanged all around and inside of Katha StoryShop in order to promote the books of Katha. Here I have only 3 examples of the danglers. many copies were taken of each dangler. There were many posters just like these.






PROMOTIONAL IDEAS A donation campaign on the wall of the bookstore. We cannot see the smile of the girl until the pieces are put together in a way that you can see the girl smile. This is therefore, a puzzle along with a meaningful message.







DONATION CARDS This is a slider card, when you look at it from the front, you will see a girl, holding a “patila� but, when you pull the card out, the same girl is holding a notebook in her hand. This is to tell everybody what Katha does. And, what we as the youth of this country need to do for the women in INDIA, who are still being suppressed, particularly in rural areas of India. So, help us to help them.

MAKING A DIFFERENCE The tea or coffee will be served in special glasses with washproof stickers at the bottom. Here, when a person finishes his tea, the message stands out loud and and clear that they are doing a good cause by buying the tea and helping katha women and kids throug h self employment. 1



Outdoor campaign: For promotion of Katha books by display of books (just prints) on the pillar of the metro station. 3


PROMOTION OF KATHA BOOKS To promote the books of Katha at Katha Storyshop, we planned to put posters of most of the books on the top level of the wall of each room. Adult’s room would house Adult’s books posters, Children books will house children books posters and so on and so forth.

Katha book posters

Katha book posters

Katha general posters

brief was to REVAMP THE KATHA WEBSITE. New idea, new concept, new colours, new look, new feel, new pictures, new openess, new transperancy, new website, but, same values!!! It took us quite a while to do that, as we had a brief and re design brief and re re design brief n so on.

After many discussions and meetings, we learnt that the Katha website needed more tabs than the previous website but, now, it was divided more systematically. Somehow, the magnitude of the work at Katha was not being recognised in the previous website. The new Katha website had to be buzzing with a lot of information, events, media cli ppings, pictures. Therefore, we made the web architecture.


CONCEPT 1 This concept was that of a pin board where the main tabs were made out of post its and the written text was written on a piece of paper pasted on pin board.

CONCEPT 2 This concept was that of a green board where the main tabs were symbols made on board with colourful chalk to relate to a classroom. everything was written on the board.

CONCEPT 3 This concept was that of a bird on wire where the main tabs were hanging on the wire and many other related tabs were also put up on the pole and kids were made to hold it.

These three concepts were shown to the executive director of Katha, Geeta and then she chose the third concept to be taken further and developed to a website. Katha website... We were really happy about the fact that finally a decision without any doubts were taken. And, then, discussed with the whole Katha team. We created the whole website. Each and every page.

HOMEPAGE This is the homepage of the new website. This is hig hly illustrative and all the illustrations are taken from the books of Katha or are done by the kids of Katha. All th important tabs are on the homepage. Since the aim of the website was to pool in more number of people. Get them involved with Katha by either donating, volunteering, buying or partici pating. So, that is very evidently visible. Other important stuff like visit to school, Chitrakala, pictures gallery.

WHO WE ARE AND WHAT PEOPLE SAY ABOUT US? Below are the two very important illustrative tabs. The Katha across Delhi comes under the who we are page and gives us information on all the Katha schools and campaigns all situated on the Delhi map. The testimonial page opens when we click on the header of the homepage where testimonials keep flashing and changing in every 5 seconds.

WHAT WE DO? This is the what we do page of the new website. This is hig hly illustrative and all the illustrations are taken from the books of Katha or are done by the kids of Katha. For example: when one clicks on the i love reading tab above the girl reading a book. The page takes you to the landing page of I love reading. As shown in the next page.

Below are the two sub tabs of what we do. I love reading campaign comes under what we do and give us all the information about the campaign initiated by Katha. This also has a picture gallery of the same campaign. You can go and see exclusive pictures of I love reading. The Khel page opens when we click on the view our work tab of the landing page what we do and it shows the work in resource and research centre of the website.

GET INVOLVED This is the get involved landing page of the new website.

Below are the two very important tabs. The donate page comes under the get involved page and gives us information on how to donate, how much to donate, what else you can do to help, how to CSR with katha etc. On the left hand side is the illustrative tab of donate. Its a game. The volunteer page also comes under the get involved page and gives information about how to volunteer, in what field, for how much time, it also gives the form to fill up and start volunteer now.

KATHA EVENTS This is the Katha events landing page of the new website. Here, is the list of all the contests, workshops and other events happening at Katha. Here we also have a calender to show the events happening in that month and a few events happening next month. We also have even specific pictures here.

Above are the two tabs, the events tab. here the calender remains constant on all the pages. There is a read more option below every event to read more about it. A brief note is already given on this page with date, venue and time of the event. There is also a picture tab to see all the pictures frm the event section.

Below are the two pages, of the events tab. Here, the calender is removed as here it shows the details of an event. And, on the second one, there is a form to fill up if someone wants to partici pate in an event from school with a teacher.

This is again a sub tab of events page where in there is a display of pictures in their thumbnail size.

BOOKSTORE Below are the two tabs, the bookstore tab. Here, we have a display of all the books and books are divided into categories like picture books, young adults, hindi easy readers, etc. We also have a few tabs as discounts offers, view and download catalogue, gift a book, find a book acc. to the author or illustrator, store locator, book of the month, forcoming books, new releases. There is also an option of recieving the newsletter of Katha throug h email.

So, now we were done with the website. We made each and every page. It was a website of approximately 150 pages. And, we were so happy that we were through with it. but, ofcourse, how can we finish unless there is a redesign brief! She said, she did not like the black background. Since it was an NGO, she wanted the white space to show transparancy, to show openess. So, we tried the same website with white background but, ofcourse it didn’t work out. So, now, we again started making other website concepts. And, now we just made the homepages and showed it to our mentor and Geeta at every step.

CONCEPT 1 The new concept was to keep the elements very less and have a lot of white space. We left a lot of white space, the element we used was that of a pencil stroke. As if, somebody has made the boundaried by hand. But, it didn’t work out as it didn’t had that punch in it, that zeal in it that Katha stands for.

CONCEPT 2 In this new concept the elements were increased a little as in the earlier concept it was too empty. Here also we had lots of white space. The element we used was that of a pencil stroke again but that of a scratch type and again had those wire back but, without the birds just tabs on it. The division of space looked a little better than the earlier one and was coming along.

CONCEPT 3 In this concept, I removed all the little bit of elements like those tiny miny creatures. Now, was a more refined one. I also removed the wires and had a big picture on the homepage and a slideshow. All the important tabs were kept on the homepage. And, were given a lot of space too.

CONCEPT 4 Now, the text and the main tabs were changing againa nd so, was the concept. So, I came up with this. All the important stuff that Geeta wanted on the homepage was simple to put and was also clean and understandable. The donate, buy and volunteer was most prominent as it had to be.

CONEPT 5 This was more or less final but, still needed refinement. This website had everything that Geeta wanted like pictures, quotes, slideshow, small buttons to reach in the most important areas of the website except for the punch. So, we called for a meeting to take everybody’s opinion and discuss with everybody. So, we got to a template for Katha’s website.


The focus of this design was to divide the organisation into two major parts: EDUCATION and PUBLISHING. It had special sections for most important tabs such as DONATE, VOLUNTEER, BUY and PARTICIPATE. The slideshow on Katha’s upcoming events, donate, volunteer, buy, support, book, storyshop, etc. And the division of Education and Publishing. then comes the Katha’s projects and campaigns. Then, Katha is further divided into 4 challenges it faces: Education, Poverty, Reading, Translation and Culturelinking. Then, it also has Newsroom and calender. With Katha’s contact information at the footer.

FINAL LANDING PAGE TEMPLATE This is the inside page template.

FINAL HOMEPAGE DESIGN We designed the homepage according to the template thoug h we did tweak it a little like we shifted the DONATE, BUY, PARTICIPATE and VOLUNTEER buttons to the extreme left, rig ht above the newsroom. We shifted the search box and also added the logo of the NGO Award that Katha won.




I took a few minutes to look around, beside and behind. Each of these views that I see, demand some things from me. While there were many things that could have been better, but I would still say I loved each moment of it. Since we are finally done with the diploma project. It was an amazing experience. We worked when the brick and mud building was as cold as antarctica without a heater and as hot as Ethiopia without an AC. We also took liberties and went out for shopping, lunches, dinners. The time when we use to sit in CCD for hours without any guilt feeling and then, when we use to go out for an hour and use to feel guilty about it. The time when we met new professionals and saw the world and when we met the kids and saw innocence. There was also a time when we use to return home by 4, 5 or 6 in the evening and also the extreme when we use to get back by 1 or 2 or even sometimes stayed back in office. There was time when we use to be told what to do and then there was a time when we were asked what should be done? There was a time when we slept in office during office hours and then, there was a time when we didn’t let any one sleep even at night. The time when nobody else than Sakshi supported us and when even others bagged us. The time when we started to work and when we started to finish. The time when we were not trusted and when we were given the keys to the most important place in office. The time when we had tiffs with co-workers and when we understood each others point of view. The time when we joined Katha and when we left Katha. Each moment is still alive in my heart. I had an amazing time working, playing, dancing, sleeping, eating and celebrating. I have spent 11 months at Katha and I cherish it to the core.

This is to certify that_____________________________________________________________________________________________________________________________________________ has successfully completed his/her student graduation project on the following subject_______________________________________________________________________ The evaluation jury recommends the awarding of the 4 year Graduate Di ploma. JURY MEMBERS Names












Further requirements ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________________________________________________

________________________________________ Dean, IILM School of Design

________________________________________ Date


Portfolio document


Portfolio document