diploma project documentation

DIPLOMA PROJECT DOCUMENTATION 2012BY ROHIT BIYANI | SRISHTI SCHOOL OF ART, DESIGN & TECHNOLOGY

© Rohit Biyani 2012,

Srishti School of Art, Design & Technology

Bangalore.

Author and Design,

Rohit Biyani.

Printed at Kolor Kode,

Bangalore.

01 - INTRODUCTION

- About Mr Button

- Design Brief

02 - PROJECT PROCESS

- Timeline

- Research

- Design Principles

- Journal Concept

- Design Specification

- Final Journal

03 - ADDITIONS

- Look Book

- Pre Launch Video

- Web Creativities

- Gift Vouchers

04 - REFERENCE

05 - ACKNOWLEDGMENT

06 - PRE LAUNCH VIDEO CD

03

04

06

09

10

12

18

20

28

34

43

44

48

50

52

54

55

56

CONTENTS

INTRODUCTION

04 INTRODUCTION

Mr Button is committed to providing sharp and

tailored clothing that addresses all aspects of a

man’s lifestyle and lets him feel confident and

smart in every moment of his day. With pains-

taking attention to detail, we design to enhance

and encourage their customers’ self expression

through style

Company: Khetan Apparels Pvt. Ltd.

City: Bangalore, India

Founder: Deepak Khetan

Brand: Mr Button

Vision: To aspire Indian men to look sharp

and dress smart

Mission: Providing an ultimate platform that

guides, inspires and provides them with the

sartorial and effortless style.

Target Group: 23-35 years men with average

monthly income of Rs. 30,000/-

ABOUT MR BUTTON

A man deserves to look sharp, everyday.WE ARE HERE TO MAKE IT HAPPEN

06 INTRODUCTION

Final Deliverables

1-Print

i: 1st edition - Print Magazine / Journal

ii: Collection / Look Book

2-Digital

i: Pre-Launch Video

ii: Creativities for web and social media

Keeping the vision intact, the brand plans to

explore the digital, print and physical medium

to attract and reach to a wide audience through

various communication channels.

Hence, my role as a graphic designer included

defining and creating the design language for

the print journal which was as minimal and

structured as the brand itself. Also to explore

different marketing channels and come out with

a medium which not only should attract, but

communicate about the brand.

DESIGN BRIEF

Marketing Channels

Journal

Stationery

Catalog

Marketing-

Collaterals

Pre Launch Video

Kiosk

Web creativities

Pop-Up Store

Fashion Shows

Events

TARGETAUDIENCE

MR BUTTON

PRINT DIGITAL PHYSICAL

PROJECTPROCESS

JUL2012

• Proposal

• Marketing Ideas

• Research and Analysis

• Concept Development (Journal)

• 1 Review, July 31

TIMELINE

10 PROJECT PROCESS

JUL2012

AUG201 2

SEP201 2

OCT201 2

• Research and Analysis

• Photo shoot

• Pre Launch Video

• 2 Review, August 13

• Print Journal (Version 0.1)

• 3 Review, August 27

• Concept Development (Look Book)

• 4 Review, September 7


• Reworked on Proposal

• Web Creativities

• 5 Review, September 17


• 6 Review, October 1

• Reworked on Print Journal V0.3

• Finalizing Print Journal

• Finalizing Look Book

• 7 Review, 11 October

• Presentation

• Documentation

RESEARCH

1 2 PROJECT PROCESS

It is said “You got to know where you come

from to know where you are going” and hence

it was important to find out the importance of

print media before designing the journal. Print

Media till date has not lost its charm and still

makes a longer impact on the minds of the

reader because its presence can be felt – It is

there, it is true. It is one of the oldest medium

and basic form of mass communication which

is easily accessible. Keeping the importance of

print media in mind, began the design research

on journal.

Competitive Analysis

* Reviewed on a scale on 1 to 5, 5 being the best.

Reviewed by 10 designer from different fields at Srishti School

of Art, Design & Technology.

10.9 X 8.4 in 13.2 X 9.6 in

Total No. of Respondents: 48

Male: 35

Female: 13

Majority of the people came under the category

of 23 to 35 years of age group which is same as

Mr Button’s target group.

A survey was conducted to understand maga-

zine readership in India. 23% 40%Yes Sometime

In all 63% of people read men’s fashion magazine.

More than 50% of the youth follow Lifestyle,

Technology and Fashion Magazines.

More than 60% of the people buy magazines

glancing through the articles and photographs.

57% people like to purchase Magazines from store

and only 22% buy through advance payment

More than 50% of people says magazine help

them in purchasing of the brand merchandise.

51% of people go through content page of the

magazine.

Name of the magazine is most important on the

cover page followed by the photographs, article

title, description & page number.

Article heading is the most important thing on

the content page followed by the page number,

article description and photographs.

Survey Link: https://docs.google.com/spread-

sheet/viewform?formkey=dHpNSTNaV2dBeV-

dWVXJBeVRSWml1V3c6MQ

57%

51%

21%

Survey Analysis

1 4 PROJECT PROCESS

> 18 -

18-22 -

23-35 -

36-40 -

41-50 -

50 < -

0 5 10 15 20 25 30No. of People

Years

Personas

Name: Rahul Mehta

Age: 25 years

Profession: Software Engineer

Stays in Bangalore.

Built: Average

Rahul is a new-comer to the city

of Bangalore, He works at Access

Point Software Technologies, in

Electronic City, Bangalore.

He feels out of place in his work

environment, mainly because of

his clothing style. He feels that

t-shirts just don’t cut it in the

workspace, but has no idea how

to give his wardrobe a make over.

“He feels out of place in his

work environment, mainly

because of his clothing style.”

- Rahul

Name: Abhijeet Sharma

Age: 29 years

Profession: Investment Banker

Place: Mumbai.

Built: Slightly Over-weight.

Abhijeet is flustered by work

during the week and has personal

time on rare Sundays. His person-

al time is occupied mainly by his

baby son who he adores and wants

to spend every minute of his free

time with. All of this is great for

Abhijeet the dad, but what about

Abhijeet the Working Professional.

His wardrobe is at an average, 5

years old, and as comfortable as

his favorite white shirt may be, the

world sees him wearing a worn-out

faded shirt. Abhijeet realises this

but he just can’t afford to let his

son out of his sight. He just doesn’t

have the time.

Name: Amit Singhania

Age: 34 years

Profession: Businessman

Stays in New Delhi

Built: Round around the equator

Amit Singhania runs a successful

chemical’s business from New Del-

hi. He is friendly, warm and charm-

ing and can make a vegetable

salesman buy Sulphuric acid, how-

ever his clothing doesn’t reflect

the man within. It’s tedious and

embarrassing for the self conscious

Mr. Singhania to get his waist mea-

sured by tailors for custom clothes.

He wishes there was a way in

which this could be done in private,

but alas, he is always subject to the

tailor bringing out two measuring

tapes and joining them together.

“His personal time is occupied main-

ly by his baby son who he adores

and wants to spend

every minute of his free time with.”

- Abhijeet

“It’s tedious and embarrassing for

the self conscious Mr. Singhania to

get his waist measured by tailors

for custom clothes.”

- Amit

PROJECT PROCESS

Photoshoot - Behind the Scene

Photoshoot - Time Lapse

1 6

Mood Board

DESIGN PRINCIPLES

PROJECT PROCESS1 8

i: Break Rules ii: Create Interest iii: Typographic Title

20

In order to specify the target market more

precisely, the brand didn’t just need the digital

media but a medium that would expand the

area of its audience. Since the digital media

would be accessible to anyone, the brand would

go for a direct medium. The other channels that

brand recognized were print and physical me-

dium. As the brand is not just about providing

clothing but also inspiring and guiding men to

look sharp, it needed a strong communication

on these media.

JOURNAL CONCEPT

PROJECT PROCESS

What to wear

Occasion, profession, lifestyle

and boardroom meeting/office

every day wear look.

Collaborations

XYZ + Mr Button, products,

photo shoot, write up about

the brand.

Top Picks

Editors pick, our best, Blazers

We pick the most highly covet-

ed clothing for your wardrobe.

The Look

Occasion oriented, movie, people

oriented, etc,

Style Guide

Information on style, clothing,

how to wear, products, fit, size,

right color for you etc.

Men at Mr Button

Story page, Testimonial,

Before and After, Share your

wear

Rough Layouts

22 PROJECT PROCESS

www.mrbutton.in

An Online Retail Destination to Inspire, Guide and Provide Men with Ef fortless Style.

THEJOURNAL

The Art ofMinimalism

Style Guide

Shayak SenThe UI Architect

Men At Mr Button

Celebratingthe Independence era

of Sharp Dressing

The Look

ANTARDESI+

MR BUTTON

Collaborations

www.mrbutton.in

An Online Retail Destination to Inspire, Guide and Provide Men with E ffortless Style.

THEJOURNAL

THEJOURNAL

August 2012

How to rock your look at work ?

03 What to wear ?


05 What to wear ?


07 What to wear ?


09 What to wear ?


10 What to wear ?


12 What to wear ?

Contents

Page no.: 21

What To wear How to rock your look at work?Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

2Page no.: 2

What To wear How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis

vel tempus vitae, tempus id sapien.

Page no.: 23


Page no.: 25


4Page no.: 2




6Page no.: 2




ANTARDESI& MR BUTTON

05 Collaboration


05 What to wear

The Art ofMinimalism

05 Style Guide

Celebrating the Independence era of

Sharp Dressing

05 What to wear

Essential Blazersfor your wardrobe

05 What to wear

Shayak SenThe UI Architect

05 What to wear

CONTENTS

CONTENTS

What to wear?1

-02-

Back to the era of the

Style GuideThe best of styles and

inspirations to make every product in your wardrobe

look sharp

2

-04-

CollaborationBack to the era of the

3

-06-

Top PickBack to the era of the

4

-08-

The LookThe best of styles and

inspirations to make every product in your wardrobe

look sharp

5

-10-

Men At Mr ButtonBack to the era of the

6

-12-

Feedback• Need for better layout.

• Articulating design principles while designing a layout; in

order to guide the design criteria through the entire project.

• Typefaces to be formulated.

Cover Page Iteration

Content Page Iteration

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.For assistance email: [email protected] or call: +91 924377 8008

SEPTEMBER 2012

THEJOURNAL

www.mrbutton.in

Cover Spread - V0.1

Inner Spread - V0.1

24 PROJECT PROCESS

Trying to minimize the use of many typefaces to give the magazine a coherent look.

Black Linen | 10004Shayak Sen

Top Left: Corporate WearBlue Shirt | 10007Grey Formal Trouser | 20004

Top Right: Creative WearBlue Elbo Patch Shirt | 10007Grey Formal Trouser | 20004

WHAT TO WEAR?How to rock your look at work?

www.mrbutton.in- 04 -

www.mrbutton.in- 05 -

Photographer: Raahul Khadaliya, Producer: Deepak Khetan, Model : Gilles Barras

Photographer: Raahul Khadaliya, Model: Elvis Arnold, Gilles Barras

Pink Classic Shirt | 10007Grey Formal Trouser | 20004

Grey Formal Blazer | 30008Famosi Blue Shoes

Pink Classic Shirt | 10007Grey Formal Trouser | 20004Grey Formal Blazer | 30008Famosi Blue Shoes

At Mr Button, Less is More. Our key value: Minimalism; is an eternal classic rather than a short lived fad. A gentle man immediately adds great value and substance to his look, when it is Minimal and Classy. Now to clear some clouds of doubt, Minimalism is not about Minimal effort. Its the look that you attain by mixing clothing and accessories of a similar texture/print family and the look that speaks effortless

Pink Classic Shirt | 10007Grey Formal Trouser | 20004Famosi Black Shoes

Bla�� inen � 10004�haya� �en

www.mrbutton.in� ��

www.mrbutton.in� ��

STYLE GUIDEThe Art of Minimalism

Mini�alis� is an eternal �lassi� rather than a short lived �ad

Feedback• Emphasizing more on the hierarchy of fonts in the layout.

• Maintaining consistency in the layout, especially in the cover

page, retaining the design principles.

• Branding of the journal needs more thinking.

Content Spread - V0.1

Inner Spread - V0.1

CONTENTS

THE FIT

Menswear has a new shape. Say Hello to well crafted

Structured Fits.

THE COLLECTION

An exquisite range of well curated style to bring you an expertly lineup of Sartorial Clothing.

Explore the ultimate platform to become a man of effortless style.

INTRODUCTION - 03

WHAT TO WEAR - 05

STYLE GUIDE - 07

THE LOOK - 09

COLLABORATION -11

TOP PICK - 12

THE EXPERIENCE

From Style Advisor to Tailored Clothing - We bring you all integrated services to give you an astounding

experience.

CONTENT

Using a clean horizontal layout with ample white spaces as op-posed to the cluttered layout in the previous iteration.

SUIT UPSeptemebr 2012

An Online Retail Destination to

Inspire, Guide and Provide Men with Effortless Style.

For assistance email: [email protected] or call: +91 924377 8008

www.mrbutton.in

Corporate WearBlue Shirt | 10007Grey Trouser | 20004

Corporate WearBlue Shirt | 10007

Grey Trouser | 20004

��a�a� �e�

Corporate WearBlue Shirt | 10007Grey Trouser | 20004Blue Shirt | 10007Grey Trouser | 20004

W�� W��

��a�� e� � 10004

Cover Spread - V0.2

Inner Spread - V0.2

26 PROJECT PROCESS

Guiding the viewer through the page by emphasizing different elements.

Given the journal a suitable title to bring out its identity.

Explore the ultimate platform to become a man of effortless style.

THE FIT

Menswear has a new shape. Say Hello to well crafted

Structured Fits.

THE COLLECTION


THE EXPERIANCE


THE JOURNAL

A gateway to access, disperse and preserve your

Style and Fashion.

STYLE GUIDE 05WHAT TO WEAR? 03

TOP PICK 09

OROSILBER+

HAPPY SOCKS +

FAMOZI=

MR BUTTON

COLLABORATION 11

Bangalore

MR BUTTON @ F-BAR

LAUNCH PARTY 12

A man dereves to look sharp, everyday.WE ARE HERE TO MAKE IT HAPPEN.

Pink Classic Shirt | 10007Grey Formal Trouser | 20004

Grey Formal Blazer | 30008Famosi Blue Shoes

The Blazers at Mr Button have been made with

Even a simple plain one button blazer is so chic and can be worn as a separate or a suit up look.

The fabrics have been carefully selected and the price that it comes at, is just unbelievable.Above we present our editors most coveted Blazers for this fall.

Presenting our editors mostcoveted Blazers for this fall

30008Grey Formal Blazer

“My old shirt feel neglected now.”Whether you’ve simply fallen out of love with your previous formal wear and like the idea of replacing it with this seasons‘must have’ silhouettes and styles, or fancy cashing in on

your wardrobe, then this is the scheme for you.

Ashish K

TOP PICK 09

Black Linen | 10004

30008Grey Formal Blazer

MR BUTTON

MR BUTTON AT F-BAR

@


Iteration for Article Heading

Inner Spread - V0.2

Feedback- Layouts need to be more relevant to the brand direction

- Redesign journal keeping in mind the design principles.

28 PROJECT PROCESS

20 mm 20 mm

20 mm

20 mm

295 mm

225 mm

58 mm

5 mm

DESIGN SPECIFICATION

Margins & ColumnsPage Size

Type size

Baseline Grids

4.23 mm

THE JOURNAL A gateway to access,

disperse and preserve your

Style and Fashion.

T�TLE

Artical �ame

CREATIVE WEAR

Blue Elbow Patch Shirt��

Grey Formal Trouser2��4

��

Number of Pages: 16 (4 Spreads)

Paper: Matt | Lamination

Cover Page 300 gsm

Inner Pages: 220 gsm

Printing: Digital Offset (Kolor Kode)

Binding: Staple Bind

Colours:

Typefaces: Gotham, Blokletters

Type Sizes:

Heading: Gotham Bold | 18pt

Article name: Gotham Book | 15pt

Bodycopy: Gotham Book | 9pt

Men at Mr Button Section

Statement: Blokletters | 9pt

Bodycopy: Gotham Book | 9pt

C 100M 97Y 22K 9

C 0M 0Y 0K 0

C 0M 0Y 0K 70

MEN ‘n’ STYLEOctober 2012

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

www.mrbutton.i n

For assistance email: [email protected] or call: +91 924377 8008

www.mrbutton.in

Inner Spread - V0.3

Cover Spread - V0.3

THE FIT

02

Menswear has a new shape.

Say Hello to well crafted

Structured Fits.

Sharpened with narrow structuredcollar and cuffs for a more modern yet classic look.



REDEFINING THE WAYYOUR TROUSERS FIT

Blue Shirt10007

Grey Trouser20004

Blue Shirt10007

Blue Shirt10007

Grey Trouser20004

30 PROJECT PROCESS


Inner Spread - V0.3

A man dereves to look sharp, everyday.WE ARE HERE TO MAKE IT HAPPEN.

THE FIT

THE COLLECTION

THE SERVICES

MEN AT MR BUTTON

THE JOURNAL

WHAT TO WEAR?

STYLE GUIDE

TOP PICK

07

08

09

CONTEN T

02

04

06

10

12

An exquisite r ange of well curated s tyle t o bring you an expertly lineup o f Sartorial Clothing.

A gateway to access, disperse and p reserve your Style and Fashion.

A gateway to access, disperse and p reserve your Style and Fashion.

An exquisite r ange of well curated s tyle t o bring you an expertly of Sartorial Clothing.

Menswear has a new shape. Say Hello to well crafted Structured Fits.

STYLE GUIDEThe Art of Minimalism

At Mr Button, Less is More. Our key value: M inimalism; is an e ternal classic rather than a short lived fad. A gentle m an i mmediately adds great value and s ubstance t o his look, when it is Minimal and Classy. Now to clear some clouds of doubt, Minimalism i s not about M inimal effort. Its the look that you attain by mixing clothing and accessories of a similar texture/print family and the look that speaks effortless.

The Blazers at M r Button have

does wonders to nay body type. Even a simple plain one button blazer is so chic

TOP PICKThe Essential Blazers

Blue Elbow Patch Shirt10007

Grey Formal Trouser20004









32 PROJECT PROCESS

October 2012 www.mrbutton.in

MEN & STYLE

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style .

Men & Style october ‘12

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

www.mrbutton.i n

Cover Page Iterations

October 2012 www.mrbutton.in

MEN & STYLE


MEN AND STYLEOctober 2012 www.mrbutton.in


MEN ‘n’ STYLE

MEN ‘N’ STYLE

MEN AND STYLE

MENAND

STYLE

Men & StyleMEN & STYLE

Cover Page Iterations

Iterations for Name

34 PROJECT PROCESS

FINAL DESIGN

36 PROJECT PROCESS

38 PROJECT PROCESS

40 PROJECT PROCESS

ADD-ONS

44 ADD-ONS

Concept and Inspiration

Making it easier for customer to choose the

right combination.

The idea of the look book came while going

through the various catalogue on men’s

apparel. One drawback was in trying to imagine

the different combinations of products.

The Look Book of Mr Button makes the task

easier and simple by just flipping and overlaying.

LOOKBOOK

SHIRTS

Blue Curved Collar10001

White Linen10002

Blue Textured10003

Black Linen10004

TROUSERS

Beige Chinos20001

Grey Plaid20002

Mustard Brushed 20003

Dark Grey 20004

BLAZERS

Black Morden Safari30001

Grey Double Breasted30002

Drak Grey Two Button30003

Beige Two Button30004

SHORTS

Dark Blue Shorts40001

Blue Shorts40002

Brown Shorts40003

Green Cargo Shorts40004

Look Book V0.2

Look Book V0.1 Pros• Easy to Print• Cost Effective

Pros• Interesting way of mixing and

matching the products.• QR Codes direct you to that

product’s page.

Cons• Can’t see the proper fit.

Cons• Needs a separate die cut for

each type of product.• Production became expensive

46 ADD-ONS

Look Book V0.3 Pros• Cost Effective.• Overall look is good.

Cons• Difficult to flip over.• Light coloured products

don’t look good.

Printed on Tracing Sheet Printed on Transparent Sheet

PRE LAUNCH VIDEO

Screen Shot of Video Video included in the CD at the back

48 ADD-ONS

50

WEB CREATIVITIES

Website Banner | www.mrbutton.in

ADD-ONS

Google Ads (.Gif) Google Ads (.Gif)

Web Invite

52

GIFT VOUCHER

Flyer - Cover Flyer - First Unfold

ADD-ONS

Flyer - Second Unfold

ACKNOWLEDGMENT

FamilyMammaPapaPrateekRadhikaPriyanshu

Review PanelDeepta SateeshManasee JogRakhi Peswani

Mr Button TeamDeepak KhetanRaahul KhadaliyaSonam Chauhan

FriendsAnuja ShuklaParidhi KabraRohan GuptaPratyush Gupta

InstitutionSrishti School of Art, Design & Technology - Bangalore

CompanyKhetan Apparels Pvt. Ltd.Bangalore

PRE LAUNCH VIDEO CD

www.mrbutton.in

diploma project documentation

Documents

print journal version

finalizing print journal

print journal v0

design technologybangalore

design language

importance of print

design technology rohit

concept development