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Constructing Digital Media Outline

GRADUATION PROJECT

GRADUATION PROJECT AT

HOUSE OF MASABA

VISHAKHA UPADHYAY Department of Fashion Communication (2015-2019)

NATIONAL INSTITUTE OF FASHION TECHNOLOGY GANDHINAGAR


Constructing Digital Media Outline

GRADUATION PROJECT

VISHAKHA UPADHYAY Department of Fashion Communication (2015-2019)

GRADUATION PROJECT AT

HOUSE OF MASABA

NATIONAL INSTITUTE OF FASHION TECHNOLOGY GANDHINAGAR


Published in year 2019 National Institute of Fashion Technology (NIFT) [Ministry of textile, Government of India] GH-0 Road Gandhinagar - 382007 Gujrat, India Tel: +91-79-23240832, 23240834 Fax: +91-79-23240772 E-mail: niftgandinagar@nift.ac.in Copyright @ Vishakha Upadhyay, 2019 This document is originally submitted as a part of academic learning to National Institute Of Fashion Technology [NIFT] Gandhinagar and is for academic purpose only. The opinions expressed in this document are solely those of the author and NIFT does not bear any responsibility for the nature of its content. Reproduction of any part of this document must acknowledge the author and Nift Gandhinagar. Edited and designed by: Vishakha Upadhyay E-mail: vishakhau2@gmail.com


Constructing Digital Media Outline

GRADUATION PROJECT

VISHAKHA UPADHYAY Department of Fashion Communication (2015-2019)

GRADUATION PROJECT AT

HOUSE OF MASABA

Under the guidance of DR. HEER VYAS

NATIONAL INSTITUTE OF FASHION TECHNOLOGY GANDHINAGAR


Joining Letter


Reliving Letter


FACULTY MENTOR CERTIFICATE

This is to certify that this project work entitled ‘Constructing Digital Media Outline’ is based on Vishakha Upadhyay’s original research and design work conducted under the guidance of Dr. Heer Vyas towards partial fulfilment of the requirement for the award of the Bachelor’s degree in design [Fashion Communication ], of the NATIONAL INSTITUTE OF FASHION TECHNOLOGY, Gandhinagar.

Faculty Mentor Name:_________________________ Place:______________________ Date: ______________________

Signature of the faculty Mentor


DISCLAIMER

‘No part of this project is copied from any other source’ The work presented in this document is authentic and original and is the outcome of my contribution as a part of my graduation project at THE HOUSE OF MASABA Pvt. Ltd. No portion of this work has been submitted in support of any application for another degree or qualification to this institute or any other university or institute of learning.

Date: Student Name & Signature Vishakha Upadhyay

Department of Fashion Communication NATIONAL INSTITUTE OF FASHION TECHNOLOGY GANDHINAGAR


JURY CERTIFICATE

This is to certify that Ms. Vishakha Upadhyay, Semester VIII student of Fashion Communication Department of NATIONAL INSTITUTE OF FASHION TECHNOLOGY, GANDHINAGAR, has been evaluated for the Graduation Project of THE HOUSE OF MASABA ‘Constructing Digital Media Outline” and fulfilled the requirement set by the institute and the evolution jury.

NAME AND DESIGNATION

SIGNATURE


ACKNOWLEGEMENT


I would like to thank NIFT Gandhinagar for giving me an opportunity to get an industrial experience through the 18 weeks Graduation project. I would also like to take this opportunity to express my gratitude and deep regards to my Industrial mentor Miss Aparna Sabamurti and the whole design and content team of House of Masaba for giving me the opportunity to learn and study the organisation.


CONTENT

1

SYNOPSIS

3

COMPANY PROFILE

7

PROJECT BRIEF

9

SOCIAL MEDIA GRAPHICS

23

ZINE

33

INSTAGRAM UI


49

MERCHANIDSE

39

LOOKBOOK

58

OTHER FUNCTIONAL ROLES

56

LEARNING

59

CONCLUSION

60

BIBLIOGRAPHY


SYNOPSIS 1


House Of Masaba has hired me under the social media marketing department for 18 weeks for my graduation. There I worked on media graphic content for their social accounts and the in house creatives for the stores, events and merchandise. The major key to their success is that they focus in understanding the need of prints in their clothing which is a vital part of the brand. During the course of internship I learnt to how to create artworks emphasising their prints in a way that would attract the customers as they are the most important part. I learnt how to pitch their collection in different pop-ups (events) with the help of my artworks and the posts I created which were place and event centric. The positive attitude showed by the design and content team towards my ideas and concepts helped me increasing my confidence. This internship was a thrilling experience for me which basically involved a lot of creative learning as well as understanding the working of the EBO.

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COMPANY PROFILE 3


Noted as one of the most influential fashion icons in India, Masaba Gupta has turned the face of the fashion industry with her quirky prints & unique designs. Never shy to experiment & explore, Masaba is known for blending modernism with tradition. In a first of its kind move for India; apart from heading her own label, Masaba also served as the Fashion Director for Satya Paul- one of India’s oldest & revered label. During her 2-year term at the label, she drove the brand towards a younger customer base. One of the youngest designers to ever showcase at the Lakme Fashion Week in 2009, Masaba began her entrepreneurial journey at the age of 20 with her own eponymous brand- House of Masaba. Since it’s inception, the label has intensively worked with bold prints & vivacious colors along with feminine drapes & silhouettes. Her ability to turn everyday objects into a unique print that is eye-catching has become the strongest USP of the brand. In a world driven by social media & technology, Masaba is one of the most followed designers on social media. She is credited to be the first Indian designer to do an Instagram Fashion show.

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Over the years, Masaba has been honoured with many prestigious awards, among them are “Best Emerging Designer” by Cosmopolitan India in 2011, the “Best Designer” award by L’Oréal Femina Women’s Awards in 2012, the “Reebok Fit to Fight” award by Reebok, and the “Devi” award by The Sunday Standard for Dynamism & Innovation in December 2017”. She has also been featured in the “Women of Worth” power list by Outlook business in 2015, the “Women Leaders Forum” in Business World in 2016 & in the Forbes India’s list for “30 UNDER 30” in February 2017. Adding to her list of achievements, Masaba was honored with the “Most Promising Brand” award under fashion category by Economic times in March 2018, the “Fashion Designer of the Year” award at Times Power Women in August 2018 & the “Most Stylish Designer” award at the Lokmat Most Stylish Awards in December 2018. Presenting unique Indians with her modern sensibilities, the brand is known for its accessibility & aesthetics. The label has marked its presence in Mumbai, Delhi, Hyderabad, Pune, Middle East, Silicon Valley & Singapore. Owing to the versatility of the label, House of Masaba has collaborated with renowned brands looking to revamp their image and attract a young customer base. Some of the key collaborations include; Clinique, Titan Watches, Fiama Di Wills, Lakme, Tata Nano & Oppo, among others.

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PROJECT BRIEF 7


The Project Non-commercial set of Instagram post and stories and other social media graphics . All the campaign and stills and the content are provided by the respective owners.

Concept The main idea was to explore the combinations and layouts styles of bright and bold prints along with the communication dileverence. Basic sketches and texture combined with the depth associated with the prints along with the content.

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SOCIAL MEDIA GRAPHICS 9


ILLUSTRATIONS

PROCESS While the events and pop-ups are conducted we are informed 15days prior to the event date and within 1 week we are asked to submit all the creatives associated with the event. While deciding the look and feel of the creatives or the campaign we plan things we keep in mind were: 1. The things that associates the Event including our collaborations. 2. The items involved in the event from our brand. 3. The location of the event or the pop-up happening 4. The graphics related to each point which includes gifs and pictorial posts. All the gifs and pictorial posts had to made as it had certain dialogues on them. Also research on each of the points were done on the Internet and ideas from different blooming brands and concepts were studied.

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SOCIAL MEDIA STORIES

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The prints and garment used above in the creative are Company Assests.

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The prints and garment used above in the creative are Company Assests.

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The prints and garment used above in the creative are Company Assests.

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The prints and garment used above in the creative are Company Assests. The above are the Instagram story Layouts for their respective events.

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INTERACTIVE STORIES

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These illustrations were part of the process and trials for posts and stories.

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ZINE 23


PROCESS The Project: It is a small-circulation self-published work of original or appropriated texts and images. Its a self expression of my understanding with the brand and the collections associated with it. Concept : While deciding the look and feel of the Zine : 1. The things that associates the Collection or the Campaign shoot concept. 2. the zine consists of artworks from my interpretations and the content is also developed by me. 3. It is a little circular of my exploration over the art peices.

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TEXT

TEXT

TEXT

IMAGE

IMAGE

IMAGE

IMAGE

IMAGE

IMAGE

TEXT

25

IMAGE

IMAGE

IMAGE

TEXT

TEXT

TEXT

A2

Wireframing


IMAGE

TEXT

TEXT

TEXT

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INSTAGRAM UI 33


PROCESS Project Brief: UI based approach for a Personalised e-magazine as a designer’s Portfolio for the Client (House of Masaba). Concept : The idea behind this Assest was to make my work part of my portfolio and also keep a track of my creatives as per events. The major work that i did was on Instagram feeds .The video is designed as such that it has Instagram layout which could be saved to your feeds like highlights. An extended approch to instagram (social media sharind app) to also help growing artist mend thier portfolio.

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Highlight Section

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WIREFRAMILNG IMAGE

IMAGE

TEXT

TEXT

Event icon

solid color TEXT solid color

TEXT TEXT

Event icon

TEXT

IMAGE

PHONE UI

WEBSITE UI

36


PROTOTYPE LAYOUT

37


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LOOKBOOKS 39


PROCESS The Project: Look books for the following collections : - S/S ‘19 COLLECTION (Womenswear) - S/S ‘19 COLLECTION (Menswear) - AMRAPALI X MASABA ‘19 - SWIMWEAR COLLECTION ‘19 - EKAYA X MASABA ‘19 Concept : The Look books were designed for the store people to help people have better experience in terms of understanding the coleection and also to keep track of the garments. E- Look books are also sent to the clients; such as celebrities for the events.

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PROCESS The Project: A flat lay for the presentation of the ‘GAME OF THRONES X MASABA’ gifting. the prints and the products are designed by the In-house designers. Concept : The Flat- lay or the table top presenation of the product for the Star world collboration with Masaba.

The Images are shot and editied by : Vishakha Upadhyay

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Merchandise 49


PROCESS Project Brief : Envelope and letter design for the occasion of Mother’s day which will be sold in stores. Concept: I was provided with the instruction to use the previous made caricature for the Store. A minimal yet informal approach for the design of the Envelope and letter where the caricature were provided by my boss and the motifs are from the Garment design of the House of Masaba.

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Idea Proposed

Paper selection

51


Final Design

52


As a part of the Mother’s day Campaign we posted stories of our Happy customers.

Clients 53


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LEARNING Through the 18 weeks of my graduation project, I learnt how the industry works. The projects given to me gave me an idea as to what kind of content works for the market. It taught me how there are different ways of designing content as not every customer understands the same. I learnt that when I work for a firm my way of design would change and I have to adjust according to the demands of the firm. I learnt to make my style of designing more simple yet effective as the customer prefers. I was a graphic intern of the social media marketing team and learnt to manage it. I analysed different brand creatives and found ways to increase the effectiveness in my design for a better approach and what kind of content works in the social media platform. I also learnt how to use every single asset provided to me in a better way into my content such as behind the scenes and pitch people for utilities during the shoots. Apart from design the content from the social media I also learnt the process of print creation and styling different silhouettes in it. The colour selections as per the collection. I also learnt to coordinate with different people involved in the collaboration for the graphic content they required from the firm. I also worked on the look book for S/S ‘19 and the collaborations which help me understand more about the name and the silhouette of the design along with the garments which the firm offered to the clients. Time management was a major task which helped me to learn how to work in a team.

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OTHER FUNCTIONAL ROLES WINDOW DISPLAY As I have mentioned above, HOUSE OF MASABA takes their window display very seriously only the best garments are displayed outside. It was part of my duty to make artworks required for the Window display. CLIENT HANDLING It is a mark of a good store, if the customer is taken feedback durig thier online ordering and also to help them with thier querries. SOURCING It was my task sometimes to source jewellery and other article styling bases as we have In - House styling done by fashion designers during the campaign shoot. MANAGING DOCUMENTS There was a box with all the documents for the social media marketing team in which all the event list, gifting list were kept, my duty was to arrange it according to the date and month and keep the designer updated about it.

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CONCLUSION

Overall my experience in the company was good as I not only created content for the app but also learnt how the designing works and what is the process that goes behind. Every design consists of bits and pieces of the former design that was launched which was appreciated by the customers in the sale part. Working in the team was a good experience and I got a good understanding of how an EBO works. I learnt how to manage time and increase my effectiveness in the design assigned to me. Giving new ideas for the launch and seeing my ideas appreciated made me work more and put efforts in the making process of better social media.

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BIBLIOGRAPHY

- https://www.houseofmasaba.net - http://www.houseofmasaba.com/home.html

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Profile for vishakha

Graduation Project ( 2015-2019 )  

Graduation Project ( 2015-2019 ) was developed for the curriculum of our last examination at NIFT, Gandhinagar. it contains my learnings w...

Graduation Project ( 2015-2019 )  

Graduation Project ( 2015-2019 ) was developed for the curriculum of our last examination at NIFT, Gandhinagar. it contains my learnings w...

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