VBC Portfolio 2017

www.VelocitaBrand.com

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Velocita is a brand design and communication agency focused on enabling businesses create tangible and sustainable value through the power of branding.

With our 50-member strong team of advertising and media professionals, creatives, web-designers, front-end developers and digital media mavens, we work collaboratively to deliver solutions that aim to exceed our clients’ expectations.

8 Years, 9 Nations, 20 Global Brands, 400+ Clients and 1000+ Projects

Abbreviated List

Brand Strategy & Identity

Marketing Communication Ofine and Digital

Employer Branding

Web & Mobility

Brand Strategy & Identity

Marketing Communication Ofine and Digital

Employer Branding

Web & Mobility

Brand Strategy & Identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background Global, a reputed player in the Indian General Insurance industry, was coming out of a merger with AON, a British provider of risk management, insurance and reinsurance brokerage. In the circumstances, Global needed to quickly assert its independence and attendant benefits to the market and customers.

Research & Findings Insurance as an industry can be a maze to navigate; without in-depth domain knowledge, beneficiaries can face massive loss.

Our research (industry, competition, clients, employees) consistently highlighted the depth and breadth of Global's knowledge across the myriad sub-sets of the industry, followed closely by the trust their clients reposed in Global, evinced in several instances by decades-long loyalty.

Value Preposition - Domain Expertise - Ethical Business Practices - Comprehensive Portfolio - People Focus

Brand Positioning For companies with complex structures and large to medium scale, who need adequate yet accurate coverage of actual and perceived risks, Global’s proven ability to assess risk neutrally; identify best provider; and negotiate speedy resolution of claims, unlike current players, makes us a brand to be trusted.

Brand Personality - Trustworthy - Authoritative - Futuristic

Design route We positioned Global as a guide, who leverages decades on experience in diverse sectors and technical expertise to pick the best policy, and where needed, tailor one to suit specific needs. Using the maze as a core concept we created visual elements that were extended across all brand assets and collateral.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Overview

Value Proposition

Freeze drying is an innovative method to preserve the flavour of a natural product while extending shelf life for up to a year—without any additives, whatsoever.

Tasty, healthy snack option with no preservatives or additives.

Frubites brings this natural goodness to the Indian market.

As a snack it packs crunch and flavour and can be enjoyed anytime, anywhere.

Research & Insights Our research threw up several scenarios that offered white space for the product: as a nutritive breakfast add-on, be it cereals, desserts or bakes; an on-the-go pick-me-up; or a tasty, healthy snack alternative to harmful salty or sweet snacks.

Design direction Having identified our target market as up-market, travelled consumers, design--packaging in particular--needed to communicate our promise clearly.

We took a minimalistic approach, with lots of white-space and vibrant red accents to communicate the product's premiumness and connect with our target audience.

Frubites is currently sold in select premium stores in Indian metros, and on e-commerce platforms Amazon and Flipkart.

Positioning Tasty crunchy and, filled with the flavor of fresh fruit, Frubites is a category maker--a natural snack option crammed with healthy nutrients that current snacks just cannot deliver.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background

Vision

CATL (Classic Auto Tubes Ltd.) has spent its entire life as the in-house OEM for Apollo Tyres It also offers its products (tubes, tyre mfrg. equipment) to other tyre manufacturers and directly to retailers Tubeless tyres are slowly making the entire industry redundant.

“To be the market leader, leveraging superior technology & continuous innovation to enhance customer delight and stakeholders’ profitability.”

To help Classic gain relevancy, improve profitability and move up the value chain, Apollo decided to set it up as an independent brand.

The brief was to help CATL define its own unique Identity By: Deriving clear positioning articulating CATL’s vision, mission and value statement establishing brand architecture creating the identity and setting out usage rolling out the new identity before internal and external audiences designing marketing collateral.

Value Drivers Cutting-edge Technology Innovative thinking Customer delight Stakeholder profitability

Desired Image Technology driven Innovative Reliable Trustworthy

Monolithic (partly to leverage existing brand equity, partly for legal reasons)

Marketing communication Offline and Digital

Brand Strategy & identity

Brand Architecture

Rationale

Employer Branding

Thinking out of the box is what differentiates Classic as a brand; the orange arrow head flows from this positioning; its upward pointing stance reflects a vision of constant and progressive growth. The squarish sans serif font evokes reliability; it also works well across offline and online media purple was chosen, both, for its associations of premiumness, and its high visibility.

Out of the box thinking

Web & Mobility

Diversity

Classic

Growth, Progress

Trust Bonding

Innovation

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Ofine and Digital

Background When this 100+ year old soft drink brand decided to expand their market they realized that they needed to abandon the archaic aesthetics and glass bottles by which they were recognized and their brand equity judged.

Approach Based on ďŹ ndings from our e-surveys and customer interactions, we re-jigged Ardeshir's brand architecture to create new and discrete brands for desi, and western avours. Thus were Chaatka and Melo born.

Web & Mobility

Employer Branding

Design Separate labels were also designed for each brand, with elements and typographical styles that brought out the full-bodied desi style of Chaatka, and created a cool and suave look for Melo.

The designs will be extended to cover all other communications, including branding of vehicles, merchandise and point of purchase material.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Marketing Communication Ofine and Digital

Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background Everyone goes to Amazon to buy, but attracting sellers to the e-commerce marketplace is just as important, and that's where we come in.

Creative support From a modest initial contract covering social media content for Amazon Seller Services, we quickly ramped up our engagement to provide creative content and design support for a wide range of specialized Amazon offerings, including Amazon Marketing Services and Seller Products.

We've been fortunate to partner creatively with Amazon on some game-changing guerilla marketing efforts too, such as Amazon Tatkal Express, Chai Cart and Saathi and Kala Haat .

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background Abbott is a rarity among pharmaceutical companies, a brand that takes a preventive approach to helping people across the world live healthier, fuller lives.

Creative support For Abbott this means taking their message via programs, seminars and initiatives, at every level: individuals, communities, government ministries, hospitals and healthcare providers.

For us, this involves creating collateral that communicates Abbott's message to disparate audiences without losing coherence.

Content & design solutions From AVs to event branding and collateral to overall marketing material, we work collaboratively with Abbott to deďŹ ne communication and content strategies and bring them to life through evocative content and visuals.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Social & Activation To engage with its chosen target audience—well heeled, well travelled—we utilized a mixed bag of events and matched it with fun activations and an always-on social media approach.

Participation in Farmer's Markets across the metros of Mumbai, Bangalore and Pune got many a set of taste buds tingling. The distinctive crunch accompanied with the natural flavor of real fruit won sales by the carton. Light-hearted activities, juiced up with plenty of free samples, at the stall provided selfie-ops galore, served up on Frubites own Facebook and Instagram accounts as well as feeds belonging to our new customer and fan base.

Socially, we reached out to our demographic across select metros through a slew of sponsored and promoted posts. Every day is right for a Frubite, but some are just made for celebrations; our social strategy jumped on these days, creating special cyber events—such as our Holi video--to let the brand's voice and message ring out loud and strong.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background The bikes that brought classic back into American Biking are coming to India. And we're preparing the road for them.

Cleveland Cycle Werks (CCW) bikes are a recognizable sight on American roads and country trails. Their clean design lines, flowing from a less-is-more approach, matched by superior tech-specs and superb ride quality have powered the brand along a growth curve that has taken it to 23 countries across the world. Next stop: India.

Laish Madison Motorcycle Werks picked Velocita to help smooth the way, from mapping the brand's strategy in India to helping LMMW identify dealers on a national scale to mounting a cost-effective

Advertising strategy This meant taking a digital-first communication approach—surgical strikes on franchise publications to discover ideal dealers; social & influencer-driven campaigns to connect with Indian bikers and to enthuse them, and PR & offline media support to round it all up.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Employer Branding

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background

The campaign roll-out was divided into 2 phases.

MasterCard's merger with Pune based Electra Card gave it a number of strengths, but it also created a small divide in work-culture, especially for the earlier company's employees who were used to a more rough-and-ready work environment. Bridging this gap without ruffling feathers called for finesse.

Phase I: introduced the characters through a variety of media to make them familiar and their central message recognizable.

Phase II: saw the circulation of emailers/posters each addressing a specific issue; these ranged from basic items like switching off lights to managing password safety.

Complementary activations Creative Strategy A campaign designed to engage through humour; relevant, scalable and agile enough to address a diverse and fairly large list of issues.

Design Route We designed a couple of anthropomorphic characters from whom one would be willing to take tough advice without taking it personally.

The euphonious Ms. Etty Kit donned the mantle of adviser on all matters social and Mr. S. E. Curity dispensed advice on work-place security.

The campaign also included parallel initiatives, for example: a fun on-line quiz that urged employees to map their social skills / security awareness on a Be Brilliant scale. Those scoring in the highest percentile to be awarded a small memento, e.g. lapel pin or mock digital certificate as a screen saver.

Results Although no quantitative measurement was formally conducted, HR reported a greater awareness of conduct among the employees.

The characters went on to become memes in themselves with employees invoking them in everyday situations.

The unflagging interest generated by the campaign has resulted in new extensions. It is, as of date (May/2017) one of the longest running internal campaigns conducted by MasterCard.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background Knight Frank operates through offices across India's metros; while each office had it own vibe—and graphics to match—the overall effect was eclectic, to say the least.

Design approach Our design team understood the importance of local pride to each office and accordingly came up with a series of graphics that showcased the best each city had to offer; these ranged from murals of the city's skyline and architecture to themed panels that celebrated local culture.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background

Design

In the wake of the publicity Volkaswagen received during the brouhaha of 2015, the company, on a corporate level, embarked on an intensive and exhaustive mission to re-engineer Volkswagen's brand values from the inside out. Code named Strategy 2022, the program comprised four phases, during which employees would be steadily introduced to and familiarized with the new values.

From pennants and bollards at the entrance to a revolving installation at the reception through the shop floor and the office spaces, we created diverse communications that immersed everyone who stepped through the main gate, in the transformation that Volkswagen was working towards.

Approach We introduced the overall program as Volkswagen’s Growth Plan, with a very direct first person messaging. The idea was to first get a buying from everyone in the organization and then go onto the next step to launch the program in greater depth. Each subsequent phase would gradually introduce employees across the board to the value subsets in greater detail, with the intent of enabling each individual to reflect and live the values in their daily work-life.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background Vodafone is justiďŹ ably proud of being consistently ranked a great place to work.

So, when Vodafone Pune shifted to their spanking million+ square foot premises in the heart of the city's CBD at Viman Nagar, they needed their environment to convey the brand's vibrant, people-friendly personality to everyone who stepped into the premises, employee or visitor.

Creative approach We decided that there was no better way to communicate this aspect of the brand than by celebrating the asset they value highest: their people. Colourful, larger than life photography showing people interacting with each other, the environment and generally living large shared space with fun, even quirky graphics and messaging to match.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background

Design solution

Zirca, a leading independent digital marketing company in India and APAC had evolved and grown into a powerhouse platform for digital players from publishers to advertisers. Zirca needed this transformation and the brand equity they had generated over the past few years to reect in their website.

Since the website would be talking to diverse audiences, we began by studying our desired audience and building detailed personal. Then we incisively cut and created content to match the various key personas. Frameworks were built accordingly, and visual design followed.

The key goal was always stylish simplicity.

The challenge

Outcome

Designing a key digital asset for any digital powerhouse would be a challenge, doing it for one of the biggest in India and within the tightest of time-frames simply consumed us (in a good way) and brought out the best in the team.

A clean, attractive site for all eyes, with easy usability, content that attracted and engaged and a team of exhausted, but fulďŹ lled, copywriters and art directors.

The client From partnering with the biggest platforms (think Skype) and publishers (Economist, FastCo) to enabling programmatic ad buying (TubeMogul) to creating content solutions for global brands, Zirca does it all. We realized very quickly that to do justice we needed to dig deep and create UI/UX that would integrate intuitive usability with a unique visual design that would appeal to publishers & platforms as well as brand custodians.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background TCTS had grown organically but exponentially, and the old website no longer did justice to its capabilities.

Approach We redesigned and rebuilt the website from the ground up to reect its evolving personality, growing inuence, and capabilities as a brand that builds and operates some of the biggest telecom networks in the world.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

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Brand Strategy & identity Web & Mobility

Employer Branding

Marketing communication Ofine and Digital

Overview Warmup is possibly the world's best selling underoor heating brand. Using lower temperature than standard radiators, Warmup reduces heating costs and increases savings on heating bills.

Approach We designed a user interface that made it simple for the consumer to control temperatures across the house. A choice of modes allows users to select the one that matches their needs best, from holiday modes to leaving it off when you're at work and having it come on just in time to get things nicely heated up when you return home. Everyone's happy, including the cat!

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background

Design solution

AgroStar aims to disrupt the agribusiness model in rural India, with a technology platform that provides real time agri-related solutions to farmers, allowing them to modulate their activities according to accurate predictions, thus enhancing yields and lowering cost and effort.

A simple looking interface allowed farmers to get and understand the data analytics needed, without getting overwhelmed by the underlying technology.

The challenge To design a user interface that the relatively less-schooled Indian farmer would be able to use and understand easily.

Benefits With easy access to accurate knowledge at their fingertips, farmers are using the application to leverage new learnings about specifics, from seeds to fertilizing to pest-control and harvesting, enabling them to reap higher gains.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background

Design Strategy

Creative Booking, a Dubai based travel company, was taking the plunge into online market and needed to stand out from the rest.

The manner in which information was delivered had to be distinctive, intuitive, engaging. So, we did away with screen refreshes and harnessed peripheral vision, enabling visitors to: – view destinations – review most popular – recent searches – make hotel bookings … all at one go.

And then we extended the experience across touch points.

The challenge Online Travel Booking is a huge industry and growing, competition is equally fierce. Site traffic is large, but loyalty largely missing. For Creative Booking to survive and flourish it was imperative we deliver an experience that was compelling, different and simple to use.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background Nirmal, a powerhouse among real estate brands in Mumbai, needed their webpresence to reflect their stature

Solution We re-structured the entire web-site to give it an intuitive feel, going from corporate niceties to emotive facets in a flow that would reflect a live, one-onone sales presentation.

Whether the visitor to the site was a prospective buyer, industry player, or random browser via one of the many programs and events sponsored by the brand, they would access desired—and desirable—information effortlessly. This would result in higher engagement, improved brand recall, and lower bounce rates.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Offline and Digital Employer Branding Web & Mobility

Background The 2014 JV that spawned Prione, came from the union of two mega brands: Amazon and Catamaran—Narayanan Murthy's private investment firm.

Prione's mandate was simple: to facilitate the induction of new sellers on to Amazon.in's digital marketplace.

Design solution With a view to helping prospective sellers access the information they needed to gain proficiency with online tools, we built the UX for simplicity and easy understanding. The visual design incorporated success stories from Amazon's India chronicles, told succinctly and simply. Using a mix of photography—for verisimilitude; and infographics for easier data-crunching, the website is a key element in the company's mission to improve the customer base online, and to improve footfall and revenue.

Web & Mobility

Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

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Employer Branding Marketing communication Ofine and Digital

Brand Strategy & identity

Brand Strategy & identity Marketing communication Ofine and Digital Employer Branding Web & Mobility

Background ICICI's money transfer portal originally enabled only cross-border conversions of GBR to IRS. Post a revamp that introduced multi-currency conversions from GBR, the need was also felt for an easier to use interface.

Solution We realized that although there were a number of smaller milestones in the currency conversion, the user's input was only needed for 3 of them. The logics at the backend could handle the rest of the inputs in AI. This would make the entire process less cumbersome and also save time.

We did away with unnecessary interactions, reducing customer clicks from 9 to just 3! We redesigned the portal to reect these changes, and incorporated a clean, contemporary design aesthetics that reected the smartness behind the interface.

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Employer Branding Marketing communication Ofine and Digital

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Brand Strategy & identity

We make promises that we keep. If you are not sure of what we can do for your business, do contact us as we love inspiring collaborations. We'd love to hear from you.

www.VelocitaBrand.com 601, 602 Ramsukh House, Ganeshkhind Road, Near Sancheti Hospital, Shivajinagar,Pune - 411 005.

Maharashtra, India.

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