the craft museum of india

Branding Craft MuseumNew DelhiIndia

Rohit BankaAdvanced Individual PracticeBranding and IdentityMA Visual CommunicationBirmingham City University2009 - 2010

from a collection to a collectiveexperience

‣ My area of interest‣ My approach to the program‣ Evolution stages from semester one to semester three‣ My approach to AIP‣ Proposal and New Knowledge‣ The process - De!nition, Divergence, Transformation, Convergence‣ Phase 1 - De!nition‣ Phase 2 - Divergence‣ Phase 3 - Transformation‣ Phase 4 - Convergence‣ Future projections‣ Learning outcomes‣ Thankyou

Content

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‣ Based on a research proposal‣ Area of specialisation‣ Investigation . Research . Innovation

Branding Art & Culture

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1 2 3Conceptual Research

Umbrella view about

branding and identity

Case study | Wolff Olins and Branding

Tate Modern

Live Network

Visual Research

Living Visual Identities | The

changing roles of logo in brand expression

Case study | New Museum, Aol. etc.

Production Methods

Amalgamation of Conceptual,

Contextual and Visual Research

Reference | Michael Wolff, The lovemark

effect, Shashi Tharoor and Lisa Baxter.

Complete design cycle

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Advance Individual PracticeA step further

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Definition

Phase 1

Divergence

Phase 2

Transformation

Phase 3

Convergence

Phase 4

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“The sense that in todays world it is not the side of the bigger army that wins, it is the country which tells a better story that prevails and India is and must remain the land of better stories.”

- Shashi Tharoor -

The Spark

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How cultural organisations in India can be revived into contemporary platforms of cultural dialogue between the local and the international audience using branding, identity and design as a tools?

Research Question

?How cultural organisations in India can be revived into contemporary platforms of cultural dialogue...

Research Question

To bring in new knowledge and strategies in the !eld...

Field of Study

To use ‘National Handicrafts and Handlooms Museum’ also called ‘Craft Museum’ in Delhi, India as a...

Focus and Context

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Divergence

Contextual | Conceptual | Audience | Visual Research | Re-definition

Phase 2

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‣ Case study - TATE Modern

‣ Visit to V&A, London Transport Museum

‣ A shift from content led to experience led

‣ A crafted experience at micro to macro level

‣ Self Actualisation - Lisa Baxter

Questioning from the basics

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‣ A repository of past which is nowhere more than a warehouse of Indian art and craft

‣ Paralysed. Non active. Serious. Purposeful

‣ Non inviting and Uninspiring

‣ Governmental institution

‣ Visited by the urban, english speaking audience

‣ Lacks a clear vision

‣ Poor Funding

The Current Craft Museum

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How cultural organisations in India can be revived into contemporary platforms of cultural dialogue between the local and the international audience using branding, identity and design as a tools?

Research Question

The 21st century India

‣ Only young country in the ageing world

‣ High population. Fast paced. Highest economic growth

‣ More working hours, less time for leisure

‣ The urban indian lifestyle

‣ Malls, Supermarkets, Restaurants, Coffee shops

‣ Bollywood and Hollywood

‣ Largest english speaking nation in the world

‣ Levis, Benetton, Nike & Apple

‣ One of the highest migration of human capital

‣ Globalising at par with any other country in the world

‣ Plethora of choices

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Redefining the problemDesign Brief

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Objective

Brand Values

Target AudienceBrief

‣ To rede!ne and develop a future role of Craft Museum through a unique brand idea

‣ To develop a brand strategy and Identity for the revitalisation of the Craft Museum

‣ To develop a creative strategy and an economic model which helps craft museum in funding itself

‣ Taking the history and tradition of Indian craft and making them available and inspirational to the future generation

‣ Empathise with the values and passion of the audience

‣ To develop ‘celebrating culture’ as an intrinsic value of need

‣ Promotion of Indian art and craft and hence building the brand India

‣ Developing it as a centre of collective experiences

‣ Urban english speaking audience

‣ International Audience

‣ Celebrative

‣ Inventive

‣ Living and Engaging

‣ Dynamic

‣ Contemporary

‣ Authentic

Tone of Voice

‣ Young and Con!dent

‣ Inviting/ welcoming

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Mela (An Indian Fair)A local visual metaphor depicting a typical celebration/ festive mood in India

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Inspired from devanagari Script/Lettering

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Visual identity elements

Logo

Colour

Typography

Grid/Layout

Image style

5th Element

Model 1

Logo

colour

typeface

Visual style

graphic motifs

Model 2

Logo

colour

typeface

Grids

Lines

Other devices

Model 3

Logo

colour

Shape

Name

Touch & Sound

Illustration

Typography

Environment

by Matthew HealeyWhat is branding? by Tony Spaeth by Per Mollerup My own model

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If logos are defined as the identifiers for the organisation,can other visual identifiers replace logos as primary identifiers ?

?

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What if brands could marry?

An evolutionary

approach to

brand strategy

Future Projections

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‣ Critically question, evaluate and solve

a design problem or an issue‣ Have developed the sense to critically

look at any existing work in brand

communication‣ Initiate . Conceptualise . Conclude‣ Project management‣ Challenge to stop at a given stage in

the creative process‣ Working against convention‣ Live network & Entrepreneur skills

Learning Outcomes

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‣ Placed as a graphic designer and

brand manager at Eliza Tinsley‣ British Council - Connecting

with culture‣ Collaboration with Craft Museum

A good MA is a start..

What Next?