01 - VGC

1
2
About VGC
In the nineties, Preeti Vyas, an award-winning Designer Creative
Director with over a decade’s experience with top ad agencies and a
well-rounded multidisciplinary Design experience, realized the need
for a specialist company that delivered cutting-edge creative solutions
integrating all her skills. This led to the establishment of VGC in 1997.
Today VGC is an established strategic brand specialist, that attracts
the best talent and a discerning blue chip clientele.
As part of our philosophy, what sets our agency apart is our
credo of ‘solutions not by design but by design intelligence.’ So while
others find quick answers in design, we believe in coming up with
ideas that are bigger than the design itself. Hence we go a step further
or a step back if required, to redefine the scope of how design can
work towards the larger evolution of a client’s brand or his business
as a whole.
It is this unique thinking that binds together our group of young,
strategically oriented communications. Passionate about
breaking out of traditional mindsets, they have only one mission:
dynamically expand their canvas to originate fresh and intelligent
creative perspectives.
3
VGC Expertise
VGC’s suite of Specialized International Design and
Communication solutions.
While navigating the maturing marketplace and its challenges,
specialized solutions are imperative. So VGC has launched a bouquet
of specialist International Design and Communication verticals in
association with globally renowned specialists in diverse domains
from Holland,USA and UK. Thus VGC has championed the benefit of
convergence through offering cross-fertilization of specializations
and best of local-global expertise, to the New-age marketplace.
Area of Expertise :
Corporate Branding
Retail & Environment Design
Packaging Design
Editorial Design
Creative Activations
Research & Marketing Consultancy
4
VGC
Designomics
ROI through Intelligent Design is what we believe in.
After all, only that design which is good for your
business is good design.
VGC believes in using Design as a management tool to help brands
succeed. We think as Creative strategists to increase the brand’s
communication quotient through cutting edge solutions, which help
reap returns on their investments through our result-oriented Brand
Recommendations.
5
VGC Process
PROCESS
1
2
3
4
Brand
Assessment
Brand
Immersion
Brand
Reinforcement
Brand
Management
•Critical areas
identified and
analyzed
•Brand Positioning
•Communication
tool-kit
•Implement
•Brand
Communication
Platforms /
Workshops /
Training
•Maintain
•Brand Positioning
ideas
•Brand
Communication
strategy concepts
•Communication
Strategy and
design
•Visual & Verbal
expression
STRATEGIC
BRAND
IDENTITY
NEW MEDIA
DESIGN
ADVERTISING
DESIGN
CORE STRATEGY
6
•Audit
ideas
•Brand
Communication
strategy concepts
•Visual & Verbal
expression
Platforms /
Workshops /
Training
VGC Design Ecology
STRATEGIC
BRAND
IDENTITY
NEW MEDIA
DESIGN
ADVERTISING
DESIGN
CORE STRATEGY
EDITORIAL
DESIGN
ENVIRONMENT
DESIGN
PACKAGING
DESIGN
7
Over 100 successful case studies
8
9
01
Aditya Birla Group
CASE STUDY
Overview
Aditya Birla Group, has recently launched its refreshed Logo and
comprehensive Brand Architecture for its various group companies
designed by Vyas Giannetti Creative.It is in many ways a historic moment
for us, as Aditya Birla Group was VGC’s first and continuing client over a
decade ago, when we had created the branding and group architecture
which was relevant for that time. In keeping with the changing times VGC,
as ABG’s brand custodian, were asked to refresh the brand Identity.
In a recent study conducted by the Aditya Birla Group, the group has been
named as India’s second most trusted brand. The logo refreshment was
of immense importance as it is in keeping pace with the growing brand
equity of Aditya Birla Group. Considering Aditya Birla is merely a 12 year
old brand, it is indeed a commendable achievement and the new identity
needed to reflect that.
Old Logo
10
Refreshed Logo
Whereas a decade before, the
group companies existed before
the brand ‘Aditya Birla’ was born,
hence they steered the graphic
architecture. But today the mother
brand has gained immense gravitas
calling for reversing the graphic
emphasis. As the fundamentals of
the logo design were sound, VGC
retaining the existing form &
structure, proceeded to only
graphically refine the logo. The
colours were brightened and the
name made bigger, bolder and
complimented a robust visual
language and architecture.
However this small graphic step
reflects the giant strides made
by the group; which is to move
the name Aditya Birla into a more
prominent position.
Enhanced vibrancy of the
colours and bold typography
enunciates the mother brand’s
leadership position.
11
12
13
14
15
16
Aditya Birla Epic Commercial
Aditya Birla Group has launched its
co-existing harmoniously under one
metaphor of music to drive home our
third corporate campaign under the
Group and one Team with one Voice.
message, we have incorporated the
title ‘Lets Reach for the Sun’. From
With the stretch aspiration of
shift of strategy into a superlative
being present in 8 countries, ABG
‘Reaching for the Sun’ we continued
creative language which whilst
now operates in 25 coutries. VGC
with the surreal imagery of ABG’s
maintaining the thematic visual
needed to capture vast diversity and
earlier campaigns, which gives us a
continuity with the previous films,
ethnicity, among 30 nationalities,
unique visual style. Using the
speaks a fresh story.
17
02
Foster’s
CASE STUDY
Overview
Foster’s is a uniquely Australian beer and is still recognized as one of the
world’s best beers even after 100 years. VGC was given the opportunity
to design Foster’s lounges around the theme of the Foster’s brand
proposition, ‘The Art of Chilling’.
While internationally, The Art of Chilling is usually synonymous with
beach, surf, barbeques etc, we thought that the Indian idea of The Art of
Chilling was completely different. A quick survey suggested that a negligible number of Indian consumers equated chilling to surfing. Hence, the
entire Art of Chilling concept had to be localized to appeal to Indian consumers. We figured that chilling means different things to different people and
hence tried to incorporate these ‘individual’ arts of chilling into the lounge
design and branding with the ‘Chillheads’ which are characters representing the various ways Indians chill.
What emerged was an effective environmental design that appealed to
the Indian consumers.
Further, the same Chillheads were carried forward and used in various
communications for Foster’s Strong and Foster’s PET.
Old Logo
18
Refreshed Logo
19
20
21
03
World Brand Congress
CASE STUDY
Overview
The World Brand Congress is the largest gathering of the best minds
behind the most successful and sought after brands in the world. Leaders
from across continents converge to talk brands. VGC was invited to design
an identity for the Congress that would garner prestige – and profits.
Pie charts and graphs denote success and progress of the business which
translates into success of the brand which provided the inspiration for the
logo. The use of vibrant and contemporary colors in the logo and other elements brings a modern and dynamic appeal to the World Brand Congress.
Using this, the Congress established its awards as being of international
caliber. Old Logo
22
Refreshed Logo
23
24
25
04
Impact Magazine
CASE STUDY
Overview
Impact is a weekly magazine that analyses the developments of the week,
provides fresh perspectives to the key happenings.
Impact felt that the magazine was going through a visual fatigue and
came to VGC for a dire design overhaul. The content presentation needed
to move towards a new-age look as from the existing.
VGC suggested that the magazine go beyond the position of a holistic advertising and marketing magazine and adopt a visionary approach of new
age communication. A brand new vibrant and dynamic color palette was
injected. The logo got a bright, more youthful look. Section names were
revitalised and pictograms and icons were created. We also suggested feature and content changes to make the magazine more contemporary and
future ready. The first issue after the revamp was designed by VGC which
set the benchmark for all future issues.
Old Logo
26
Refreshed Logo
27
05
Nitesh Estates
CASE STUDY
Overview
Nitesh Estates, founded in 2004, is an integrated property development
company based out of Bangalore. Since its inception, Nitesh Estates has
grown into a company renowned for its office buildings, residential spaces,
hotels and retail spaces spread across Bangalore, Goa, Chennai and Kochi.
While developing Fisher Island at Goa, a property for ultra-luxurious holiday homes, the company approached VGC to design a brochure. In addition,
VGC was mandated to develop a unique brand position for the holiday
space. In effect, to create a brand.
At VGC we thought the best way to bring out the identity of the property
was through the extensive use images and innovative use typography.
What resulted was a great looking brochure that brought together the
company’s vision and also tied in the essence of comfort, superiority and
pure indulgent ecstasy the property had to offer.
28
29
06
Furniturewala
CASE STUDY
Overview
Founded in 1999 with a vision to offer a wide range of exquisite furniture
and accessories at reasonable prices, Furniturewalla had come a long way
since its humble beginnings.
After almost a decade the owners Farhan Furniturewalla and Laila Furniturewalla went in for a complete overhaul in terms of product offering in
order to meet the new market competition and challenges. For this, they
needed a new brand identity which translated and emphasized theirtransformation from just a furniture store into a boutique store offering furniture, art, lighting and accessories.
At VGC, we created a dynamic identity that changes according to the
furniture collection. Extensive use of gold and copper colors and textures
brought out the element of luxury of the brand. VGC also provided design
inputs to the store environment and defined a comprehensive design language for the brand. We also suggested the tagline ‘Luxury Within Reach’
which encompassed all that the brand believed and stood for.
Old Logo
30
Refreshed Logo
31
07
V. Raheja
CASE STUDY
Overview
V. Raheja Design Construction, operating in the real estate business
since 1952, has emerged as the most trusted brand in the industry with
a number of iconic constructions under it’s belt. Creating buildings of the
highest quality in detail and design, the only logical step was to take the
brand identity to the next level. This is where VGC stepped in - to create a
re-freshed identity for VRDC that reflected the ethos of the brand in the
marketplace.
The Circle is a universal symbol of life - it is all that is pure, everlasting
and unchanging. The square is the symbol for the earth, for all physical
manifestation, and for our orientation on earth via the four directions,
four seasons and four elements. Combining the two figures portrays the
reconciliation of the heavenly and infinite with the earthly and man-made
– Thus creating heaven on earth.
VGC created a design language to reflect this very essence of heaven on
earth, keeping with the tones of gold and red that are essential to the
brand identity.
Old Logo
32
Refreshed Logo
33
34
08
J.L. Morison
CASE STUDY
Overview
Baby Dreams, one of the main brands launched by J.L. Morisons includes a
whole range of baby and mother care products.
J.L. Morison approached VGC to develop a strong brand and communication
strategy for its Baby Dreams line of products. The Group wanted to present its baby and mother care products as a unique offering which encompasses the mother - child relationship and clearly communicates that the
child rearing phase of a woman’s life is a pleasurable one through a distinct
brand DNA. Another major challenge we came across was to develop communication solutions for baby bottles and teats, since it is against government policy to advertise these products.
The Group also believes that bringing up a child is not only about loving your child but also making right choices for the child. A tagline that
brought out this belief was the need of the hour.
Old Logo
35
Refreshed Logo
Luv and Khushi
36
09
The Park Hotel
CASE STUDY
Overview
The Park Group of Hotels, a pioneer in the concept of luxury boutique
hotels in India, has continuously grown in popularity and prestige while
achieving global standards of product quality and service excellence over
the past 40 years.
The Park Group of Hotels approached VGC and its international collaboratorsto design a website for the group. The challenge here was to build a
site that would reflect the brand image and personality of the Group while
generating sales across all the hotels in the country.
VGC undertook a detailed look into the brand personality of The Park
Group of Hotels and highlighted the key distinguishing points. The clean
and crisp identity of the group extended through to the website and
reinstated the fact that The Park Group of Hotels brought the concept of
luxury boutique hotels to India. The website helped drive sales and enhanced customer relations with the incorporated e-commerce functionality on the website to empower online bookings.
37
38
39
10
THE TIMES GROUP
Overview
VGC created a robust brand identity programme for the Times of India Group.
The enduring design architecture does justice to the individual companies
whilst retaining a strong association with The Times of India’s iconic crest.
VGC was also a communication partner for brands like Times Property,
Times Classifieds and Bombay Times.
Publications such as Travel Times, Property Times, Brand Equity and
Maharashtra Times were designed by us. As also a book tracing the history
and milestones of the group.
40
41
42
43
44
11
BOROSIL
Overview
Borosolar approached us to recreate their logo. To maintain one solid brand
identity throughout the brand line, VGC created the design strategy, logo
and packaging design for Borosil. Borosil, a household name, underwent a
brand makeover to have a classy and sophisticated appeal. The new brand
stature was extended to all other collaterals.
45
46
47
48
12
MADURA GARMENTS
Overview
We were approached to create a new brand image for Madura garments.
We transitioned the generic brand, Madura Garments into an aspirational
brand; Madura Fashion & Lifestyle. It also had to finely fit the Aditya Birla
Group brand architecture while retaining the refreshed, chic appeal. We
created the brand language, design language and retail experience along
with creating a new logo to fit the novel brand image.
49
50
51
52
13
AUDIOVISION INDIA
Overview
AudioVision India (AVI) was a very unique chain retailing world class brands.
It targeted the luxury segment, serious audiophile and ardent home
theatre enthusiast. Its logo had to convey exclusivity, luxury, differentiate
the store offerings and indicate AVI’s ‘specialist’ status. The logo created,
clearly segmented AVI’s key offerings - audio brands and home theatre
products. The rich shades of gold and black positioned the store as the
foremost purveyor of world class brands. The sound waves indicated AVI’s
ambition to reach its audience by setting new trends. The font evoked how
the store’s offerings are generations ahead technologically.
53
54
55
14
SARAI
Overview
The Khyber Group, owner of South Mumbai’s landmark restaurants,
decided to launch a banquet and conference centre in Mumbai’s Northern
suburbs. The idea was to provide the suburban elite with the same 5 star
quality services available in South Mumbai. VGC and the Khyber Group
christened the new venture ‘Sarai’, which means a resting place for
travellers. The logo designed, reflected Sarai’s ultra luxurious ambience
reminiscent of Imperial India. The evocative font conveyed Sarai’s
impeccable pedigree and addressed both the corporate and non-corporate
clients. The diaeresis mark was stylised and treated like a graphic element
to express the panoply of premium services offered by Sarai.
56
57
15
TAJ LEISURE HOTELS
Overview
Taj Leisure Hotels worked with VGC to create a novel experiential tourism
package. The result was the Taj Tattva experience. Tattva means ‘essence’.
So the VGC team designed the entire tour package to convey the essence
of Kerala through a series of events, collaterals and an interactive brochure
that could actually be touched, sensed and felt.
58
etti Creative
i Patel
4, Prime Showcase, J.V. Patel Compound, Balaseth Mudurkar Marg,
instone Road, Mumbai 400 013
[email protected]
w.vgc.in
ablished Design and Communications
e have an enviable creative reputation with an
ord for ensuring return on investment through
nd innovative solutions. As the maturing
poses its own challenges, specialised
imperative. In response VGC has launched a
gn and Communication verticals in association
ional renowned specialists in diverse domains.
Our services :
Strategic Brand Consultancy
Product & Packaging Design
Content Driven Editorial Design
TV Channel Branding
Brand Environment and Retail Space Design
Real Estate Branding and Communication
New Media Design
59
VGC’s strategi
across indust
conglomerate
brands, finan
60
16
INDIAN CRICKET
LEAGUE - ICL
Overview
VGC designed the entire brand identity for the Indian Cricket League (ICL).
The brand logo features a red cricket ball. It has ‘ICL’ written around it in a
steel coloured font. We also created the individual team identities for the
League’s teams. These were the Kolkata Tigers, Hyderabad Heroes, Delhi
Jets, Chandigarh Lions, Mumbai Champs and Chennai Superstars. The
elements designed by us, underscored ICL’s brand proposition of being the
destination where cricketers are valued and nurtured. The elements
portrayed the League as the best launch pad for potential cricketers of India.
61
62
63
64
17
DIMEXON
Overview
Dimexon Diamonds Ltd., prides itself in being a future-ready company, one
that is contemporary, sophisticated and well-prepared to face the future.
We kept this in mind while creating the new corporate identity for Dimexon.
The identity evolved, was aptly modern in its minimalism. Together with
the baseline ‘Tomorrow, Today’, it captured the premiumness, timelessness
and style of Dimexon. The identity helped Dimexon stake its claim to being
‘the final word’ in quality and service. The logo is striking and contemporary,
helping Dimexon stand out in an industry full of me-too brands.
65
66
67
18
PING
Overview
Ping is a mobile service provider in North India. The task at hand was to
create an identity that appealed to a large audience base (especially the
youth), had the confidence of an international brand and gave Ping
leverage in a very saturated category. The identity created, embodied the
brand values of amazement, fun, surprise, innovation and youth.
68
69
70
19
SRF
Overview
The two shades of blue depicted trust and approachability. The typeface was
compact and modern, signifying an integrated and progressive company.
And the symbol used was the well-known one for infinity lending itself to
a variety of positive associations: from indicating the group’s longevity and
strength, to depicting the ever-striving and ceaseless nature of its activities
on the world stage.
These associations were further amplified by the fluidity of the motif, which
is one of a non-stop, smooth and flowing nature.
71
72
20
WRITER CORPORATION
Overview
Writer Corporation is one of India’s largest, most respected and networked
relocations and freight forwarding corporations. As they grew into a
multi-faceted group, VGC’s branding exercise involved creating identity
that symbolized the corporation’s quality of service, customer care, people
relations, eco-friendly environment and optimum results. The logo took
shape in the form of a Rhombus that symbolized synergized different
services to the mother brand, Writer.
73
74
21
INDUSIND BANK
Overview
As IndusInd bank evolved, it needed a new identity that demonstrated its
core values, was customer-friendly and also stood out amongst other bank
brands. The identity also had to depict the traditional values and leadership
strengths the brand stood for. The task was to show ‘IndusInd Bank is
your key to prosperity’. The visual element of the Zebu bull - a symbol
of leadership since ancient times - provided the ideal platform to explore
different creative renditions, without straying away from the core identity.
The colours of blue, red and yellow highlighted the trust, friendship and
warmth synonymous with the brand.
75
76
22
DNA
Overview
The masthead and logo of a newspaper, are enduring symbols of
everything the paper stands for. DNA needed a masthead and logo that
conveyed its spirit, energy, passion and verve. Accordingly in VGC’s logo
for the paper, the thick ochre and deep purple panels depict the energy
and passion that are at the heart of the newspaper. Bold and prominent,
the masthead stands out at newspaper stands and has a high recall value.
Since its launch, the panels of colour have been effectively extended
across various media of communication to convey the newspaper’s
core values.
77
78
23
HOBBY IDEAS
Overview
Pidilite Ltd., is a company that is most associated with industrial adhesives
and children’s school stationery in India. When it took the massive step
of launching Hobby Ideas - a craft and hobby store, its primary concern
was that the store should break away from the staid ‘Pidilite image’.
Therefore any logo VGC designed, had to say ‘fun, ideas and inspiration’.
Hobby Ideas sold customers an array of products they promised would
inspire countless ideas. Using this, VGC’s identity used bright colors and
the ‘thought bubble’ to bring out the brand proposition. The predominant
bright colors in the logo, were extended to the store design. This helped
Hobby Ideas create an image of itself, as a store that was brimming with
creative energy, fun and inspiration.
79
80
24
LUCERA
Overview
Lucera is a jewellery brand that sells high fashion jewellery in precious
metals and gemstones. Its target audience comprises young, chic ladies
who appreciate sophistication. Thus the logo designed, had to be
extremely up-market so it could appeal to the target group’s refined
sense of style. The logo conceptualized, is fashioned around the brand
name ‘LUCERA’. The links in the ‘E’ symbolize the link between gold and
silver jewellery that Lucera offers. Moreover, the ‘E’ in the logo, also
serves as a mnemonic. It was extended as a graphic element across
packaging to reinforce the brand.
The minimal font used in the logo, gave it elegance. The brand colour
aptly showcased the contemporariness of the brand.
81
82
25
TAJ KHAZANA
Overview
Part of the Taj Group of Hotels, Khazana was a notch above the
quintessential handicrafts and souvenir store. As its customers evolved
from purely foreign tourists to a mix of foreign and local clientele, it was
repositioned as Taj Khazana. The re-christening communicated the
brand’s pedigree, customer-confidence and premiumness to the disparate
target groups. The identity and complete communication strategy
created by VGC took the brand from being a mere antique store, to one
that portrayed heritage chic.
83
84
26
DISCOVERY TRAVEL &
LIVING
Overview
Discovery Travel & Living is a lifestyle channel. Our task was to build a
‘Discovery Travel & Living’ brand perception that is unique and sets a
standard that is unparalleled in the television genre. Discovery proposed
to launch the channel first in India and then the rest of the world. We used
360 degree management to communicate the essence of the channel.
85
86
27
BBC WORLD NEWS
Overview
BBC World News appointed VGC to be brand custodians in India. VGC was
given the responsibility of developing strategy and creative for all of
the channel’s Indian marketing activities. BBC World News’s inclusion in
the agency roster further strengthens the ‘media brands specialist’
focus of VGC.
87
88
28
INDIAN EXPRESS
Overview
This campaign which got The Indian Express empowered, is based on a
simple insight that the purpose of a newspaper is to keep readers
informed about the events in their environment and give an unbiased
analysis of the same. VGC designed a clutter-breaking campaign which
was powerful as well as cost-effective. The campaign revitalized IE’s
brand image and anchored space in the target group’s mind, thereby
improving the brand health.
89
90
29
ITC HILIGHTS
Overview
Sixty-five events. Four months. Three cities. One experiential marketing
project. The objective was to celebrate and support the launch of ITC
Hilights, build awareness and create opportunities for the target audience
to experience the brand in interesting ways. We tied up with premium
venues frequented by the target audience and put together eclectic events
that captured the brand values. VGC also designed innovative 3D invites
for each event. Thereby creating for the first time in the country, an
invitation campaign.
91
92
30
ZEE SUPER SIXES
Overview
Media houses have always used traditional communication platforms like
‘Theme Parties’ at a 5 star location to interact with their trade audience
(media planners, buyers and cable operators). The task was to use sports
as a platform to cut across this ‘Party’ mindset and deliver something
unique and memorable. VGC Sports conceptualized ‘Zee Super Sixes’
(a six-a-side corporate cricket tournament with a twist) which worked
beyond just being a ‘Party’ and gave clients (Zee & DNA) a playing field to
interact with their target audience. Corporate players enjoyed a once in a
life time opportunity to team up with international cricketing legends
like Mohammad Azharuddin, Aravinda D’Silva, Arjuna Ranatunga and
Vinod Kambli.
93
94
95
96
24
WHITE FLAG
Overview
We designed and created coffee table books for White Flag. The Corporate
Book enlisting the best architecturally designed commercial space has been
designed strategically to fit the corporate persona. The Hotel Book which
lists the best hotels and resorts in India has been designed to exuberate
luxury, exotic charm and heritage of the structures incorporated.
97
98
99
100