DeviP_BrandComm_FinalBrandManual

BRAND MANUAL Devi Shruti Pippara VCSB Year 3

Initial Word Cloud Words used to describe me Qualities that I put out on puropse Quality that best describes my personality and the one I am choosing to brand myself with. In this exerscise, my group consisted of Prabhawa and Shalvi. Through this exerscise, I realised that my friends actually know me quite well and I portray a persona of whom I always wished to be. There were a few keywords that I consiously and unconsiouly exude as personality traits and identifying their presence was intruiging to me as it showed me how I have grown through the years.

In my projects and work I push myself to my limits and I love I push myself beyond my artwork and design work to be my limits and what the loud and ‘in your face’ which is why I ‘competition’ could do. think this phrase describes me as an artist pretty accurately. Competitive Go big or go home I love learning and Smart I am more passionate and helping other people interested to learn and acheive in to learn along with this field which leads me to trying me. to gain different access points and resources to learn Assistance 101 Reasoning behind the qualities Qualities Clarity in thoughts No easy judgements I believe that the best thing I disagree with this judgement a friend can do is to be and think I personally beat honest with you and give you around the bush way too much unbiased feedback to help when I speak and cannot you grow. articulate myself well. Extrovert Polite Being around people gives I believe in giving repsect me energy and it motivates to everyone and therefore, me to be the best I can be expecting the same back.

Qulaity I identify most with go big or go home To me, this means being, loud leadership confident positive passionate optimistic which are all keywords that I think I am.

Initial Objective Hi there! The name is Devi I am an extrovert who is aiming to use her loud, confident and explorative personality to create a brand which emulates these values. The aim of my brand is to work with new media in the space of advertising and packaging to create fun, exciting and unique expereinces for consumers. Not being afraid to take chances and colouring outside the lines is what makes me and my work different.

let me speak to the people Stakeholders/ Target Audience My target audience are advertising/ publishing houses and independent brands who are either well established in the industry or are new brands looking to create a space in the market for themselves. The stakeholders in my life are Parents- The people who support me no matter what I do and want to see me succeed. Friends- The ones who are kind enough to push me to my limits both professionally and emotionally Employers- The ones who I need to impress and get hired by in order to be able to say the phrase ‘show me that monaaayyy’

mom &&pop Requirement Need Gap Desired Response For me to be happy no Someone who can understand We’re proud of you for finally matter what I do and implement a healthy, understanding the importance of having balanced lifestyle a balanced lifestyle and implementing it. For me to achieve success Someone who can listen to in what I persue what they say and obey them Platforms to show strategy To be able to get me to Activites I must perform I need to take action on this need understand work-life balance gap and practice smarter work in To work more efficiently and real life scenarios and incorporate Value Addition smartly in order to save time that in my work ethic. and balance out my lifestyle Stakeholders- Parents I bring them joy (most of the To be more sensitive and times) and companionship attentive to their needs I brighten up their day with To do my work with confidence stupid jokes and good food Insight “She needs to be more smarter about the way she works and not push herself to a breaking point”

fraaands Requirement Need Gap Insight To have a friend who likes Someone who they can go out They love to work and play in to have fun with them and party with a healthy manner and make memories and I can learn from For me to stop over Someone whom they can that as it would benefit me in analysing and stressing come to advice for Platforms to show strategy To be able to have someone Activites I must perform who challenges them and I need to take action to be a more pushes them. I must dedicate more time and sensitive and attentive friend who make myself more available can help them but also chill with Value Addition to my friends by taking on them lesser work loads so that we Stakeholders- Friends I brighten up their day with can share expereinces and stupid jokes and good food make memories while we are together I listen to their problems, both professional and personal and offer them implementable advice. Desired Response ‘Devi’s here! Lets go partayyyy!!’

employers Stakeholders- Employers Requirement Need Gap Desired Response A person who is creative Someone who will bring a fresh “With alot of thought, wit and care, and experimentative who sprit, thought process and breaks the conventional norms of challenges the norms mind that will help shake up storytelling and creates expereinces the conventional advertising that will be treasured by the brand and A person who is confident mediums and expereinces. consumer” in their work and is an action taker Activites I must perform Platforms to show strategy A person who is not afraid Create a behance portfolio An active Behance and Dribble page, to experiment with new and a website that showcases Instagram and Twitter posts and types of media to create these skills. stories, direct emails to companies, magical memories for the personalised newsletters, and consumer Invest time and energy into physical samples sent to companies. upskilling myself in the fields Value Addition of AR/VR, 3D Modelling and Insight Projection Mapping Creative ideas and design They are people that are all solutions that use innovative Send physical samples of about walk the walk before you and multisensorial triggers with portfolio packaged with talk the talk so showing physical the help of new media in order narratives to design studios in samples of my work and to create memorable and order to gain traction and job generating proof of what I claim timeless advertising and make opportunities, about myself would help. thereby, make the brand the leader in its field.

Tagline Association Famous taglines whose personality match with ‘devine’ impossible is nothing Shows determination, power and focus along with a tone of authority which are the key ingredients to success. yehi hain right Gives a feeling of having confidence choice, baby!andassuriety

how i met Expereintial Design my name Phrase that you can use with different senses The brand name ‘devine’ is inspired by the All embracing ‘Smells ‘Its Devine’ my name ‘Devi’. By playing on the word Perfection Devine’ divine, I can not only retain the beautiful Success ‘Looks and powerful qualities that associate with Devine’ my name as shown but also choose to use the versatile english phrase- ‘Its devine’ to advertise different expereinces, engaging different senses and use it create a hashtag trend. Power Mother goddess Energy Divine Nomenclature Knowledge ‘Shining ones’ High Excellence devi

Creative Dreaming Enlightenment and Can shift positions CCoonnqquueerr RReeaallmmss Insight Sixth Sense Pharohes Intuition Eye Chakra Gods People who have been Clear Thought elevated to the status of God Third Eye Powerful Maintain Harmony Strong Positive Vibes Wisdom Force of Nature Dominance Divine Vesica Pieces Order Rule Makers Mapping out Divine Duality with Unity Unite Authority Power to Speak Up A voice of authority Doors for formation Responsible Empowering of life Interconnectedness FFeemmaallee SSttrreennggtthh

usp Helping brands become the voice of authority, leaders and game changers in their specific fields through the help of bold, assertive, insightful and targeted outcomes that specialise in the use of new media in the field of advertising in order to curate multisensorial experiences. Final USP

Connecting the Dots I chose my main keyword to be ‘authority’ and the subsidary keywords to be confident and powerful. One segway that these keywords would play in with the brand is the USP where ‘devine’ is all about making brands the voices of authority in their field with the application of well thought out design and advertising. The other way that these keywords would be incorporated with the brand’s identity is through a social movement in which the brand focuses on helping people become the voice of authority in their own lives by believing in themselves, being authentic and gaining confidence by taking initiative to conquer their hesitations or fears.

Logo Creation Process how i did it LOGO VER I chose to associate my logo and brand with the word divine for the strong and powerful keywords and associations it generates. I took some keywords from the previous mindmap and came up with variations of icons that I could mix and mash together in order to generate something new.

Logo Creation Process The circle is a powerful symbol of femininity and female strength and authority which is why I chose to use that in my final logo. That in combination with the Vesica Piecies - which is the symbol of doors of life / creation of life, actually forms the third eye which was an interesting coincidence. To me, the third eye is a sign of higher power, intuition, insight, enlightenment responsibility and authority which ultimately works together to project confidence and positivity in an indivual. This fit in well with my USP which is why I decided to go ahead with the idea. These are some of the iterations of the final logo that I was building.

I wanted the tagline of the Designers Empowering Designers Design the game brand to associate with power Its All Intentional Design to be a force of and confidence as key emotions Connect with Confidence nature and use the concept of the Everything is by Design brand being the creator of Have the last word Design to bring out the voices of authority. This means Reinforcing brands by design leader in you that ‘devine’ itself has the divine Call the shots power to help elevate other Command like a God Make them look up to you brands to create design solutions Command with Design that would make them so popular Conquer By Design Take the path to that they become voices of Lead by Design victory authority in their field. Design to be a force of nature Make your mark Make it your game As I went through some ideas, the tagline ‘Conquer By Design’ Run the show really stuck with me. The whole Conquer the visible concept of gods and divine Tagline Ideation power in both human and non- human form stems from the act of conquering a certain field or their fears/ threats hence I felt that this would be an appropriate segway to move ahead with. Conquering different spaces with the help of design shows the confidence of the brand with its solutions and gives an aura of assertiveness and dominance which can be related back to divinity.

The display font is a serif font called acts as a fullstop between the name ‘devi’ Seventh August. The smooth curves depict and ‘ne’ therefore showing my name in a seamless, flowing, elegant visual. The the brand too. The red colour of the dot thickness of the font also shows the bold acts like a bindi which again relates back and confident persona of the brand. to the divinity concept behind the brand. The third eye is depicted in the negative The clean, miminalistic design of the space between the ‘i’ and ‘n’ of the logo. logo helps not only in scalability but also It represents authority, empowerment and recognisabiltiy. The simple hidden third leadership with insight which are some of eye along with a stong tri-colour palette the points of the USP of my brand. It also helps with brand recall and association. Final Logo Brand Archetype: Ruler Commanding, Refined, Articulate

#fd0000 #ffffff passion, strength, completement, fullfillment, leadership, courage, pure and genuine intentions determination Colour Palette #000000 sophistication, power, drama, elegance

Logo Colours

Display Font Typography Body Font The display font is a thick, heavy, bold yet elegant font. I feel like the weight that it Josefin Sans - Thin carries and the way that the letters flow Josefin Sans - Light with each other gives it an eye-catching Josefin Sans - Regular look. It has the elegance and feminity Josefin Sans - Bold through the curves but still retains a masculine, bold and commanding aura which is something that I think suits well with my personality and brand. I chose the body font to be Josefin Sans as it is a clean, minimalistic and balances out the boldness, thickness and extravegence of the main display font.



The mascot is a combination of the of them would make them more stronger. head of a lion and the body of Athena. Their qualities too allign with my brand’s The lion depicts power, strength, intent which is why I have used them. confidence, balance of power, wisdom and The red crest on the chest of the character englightened souls. Athena is a goddess is symbolic of the third eye, which can that gives advice and coaching and shift positions on the body. The crown has wisdom, strength and exudes smart and spectre are symbols of authority and confidence which is something that I want leadership. This ties in with the devine’s aim my brand to align with. of helping brands and people becoming Both of these symbols- the lion and a voice of authority and a leader in their athena are voices of authority in their industry and lives through effective design own realms and hence, the combination and advertising. Dara Is the name of the mascot. It means pearl of wisdom and sovereign or lord in the Sikh language. Mascot

Stickers All of these stickers show the mascot exuding confidence and being the voice of authority in certain scenarios and how it can be incorporated in casual conversations.

Useage of Stickers

Persona Nemesis Belial The name ‘Belial’ comes from the Bible. It is another name for the devil and it does evil to contrast God’s / divine good. This character is a Hyena with 2 heads. Hyenas represent cowardice and fear of taking action , laziness and irresponsibility. The two heads are a reference to Janus but I have used it to depict indecisiveness and non- commitment. The chain represents how cowardice and unconfidence which inhabit growth and stifle potential. The character represents all of the issues and characterisitcs that go against the values of the brand.

In The Metaverse This scene depicts what the fight against They are cowards and menice makers. into beams that capture these creatures Dara and Belial would look like in the It is Dara’s job as protector and till they are put in a place where they Metaverse. The narrative goes in such a leader to find these creatures with cannot harm anyone. way that Belial and his pack are famous her wit and bring them to justice with in the Metaverse for creating trouble and her mighty strength and power. The This scene shows the sceptre working on chaos and then running away and shirking sceptre has an additional power of Belial right before it entraps him with a off responiblity when they are accused. harnessing power and converting it powerful chainweb.

Instagram Posts

Up also connotates To generate more growth and development consumer connect with the brand Provides faster connect #devineup plays on the with visual cues wordplay of ‘glowup’ The ‘devine eye’ is also part of the hashtag as an emoji Usage of new media to generate hype Hashtags that highlight the sensorial exploration of the brand within the outcomes and expriences Final Hashtag Main Intention of Brand it creates Initial Line of Thought To make brands a voice of authority in their fields Hashtag Creation Currently, a lot of campaigns From Research Make consumer feel support women empowerment and female led action taking and Assured female confidence Creating the Hashtag Empowered Confident Belief in self Strong Take initiative Not alot of movements about Powerful enough to be Be authentic taking action and just building controlling their life and confidence and strength in order to diong things they’ve conquer your fears and hesitations alwasy wanted to do in general. Hence a needgap is present for my brand to swoop in and fill with this hashtag campaign.

Initial Hashtags Secondary Hashtags #itsdevine #looksdevine #conqueryourfears #challengeaccepted #feelsdevine #conquertheday #haveityourway #soundsdevine #standup #painispower #tastesdevine #conquerbydevine #thetimeisnow #gobigorgohome #takealeap #startingnow #challengeyourself #makeyourmark Creating the Hashtag #conqueryourself #growwithdevine #devineup #fearlesslyauthentic #seethedevineinyou #lionhearted #thyisdevine

Hashtag Campagin #DEVINEUP IN 30 DAYS In this challenge, people write 30 things that they would like to conquer about themselves and put the chits in a bowl to draw out each day. The unpredictablity of the challenge, keeps it exciting and motivating. People can print out or buy the ‘devine eye’ temporary tattoos/ stickers which they can place on their body in order to give them a little more confidence (placebo effect) and motivation. The aim of the challenge is to enable people to conquer their fears and limitations or to just give them a space to do the activities that they wished to do but never had the confidence to do so in order to ultimately make them the voice of authority of their own lives.

Hashtag Campagin In this brand experience centre, and is allowed to go into a them achieve their goals and the user is given a list from VR simulation to fight their help them gain confidence and #DEVINEUP IN VR predefined fears to choose from fears/ hesitations alongside become stronger. They can (the brand would make the list Dara- the brand mascot. This then post photos of them going of the top 30 common fears generates the feeling of the through this experience to and design VR spaces of them) brand being there to help social media with the hashtag.

In this scenario, we take the example SCENARIO BASED USAGE of a girl who loves to dance but is too Hashtag Campagin shy to dance in public. She sees the temporary tattoos/ stickers which come along with the newspapers and reads about the brand and the movement that it is launching and feels like this is her oppurtunity to conquer her fears. She comes across a dance studio that has the ‘devine eye’ on their window which indicates that they are a supporter of this movement and are a company who is willing to accomodate first time learners who might be nervous and lack confidence. The supporters of the movement are given a black eye with a red dot stickers while the learners/ general public is given a red eye with a black dot. Once learning and trying the activity out, they can post their acheivement on social media with the hashtag #devineup.

Brand Associations The Dove Self Esteem Project is an identity that the brand has undertaken since its inception where it promised to use real women and their stories to advertise the brand in order to draw emphasis on real beauty which would help build self confidence and body positivity. Devine as a brand, focuses on empowering people/brands and boosting their confidence in order to become the voice of authority in their lives. The first step to confidence and becoming your own voice of authority, is accepting and loving yourself for who you are and hence, the concept of Dove and Devine go well together. The ‘devine eye’ can be worn by consumers of Dove when they go out in public without makeup or do something that requires a confidence boost on their part in order to give them the energy and power to go through with it, thereby supporting the goals of both the brands.

Brand Packaging DEVINE Devine takes the association with the traditional concept of divinity being EXPERIENCE associated to ancient Gods and Godesses and transforms that notion BOX into empowering people and brands by finding the God within themselves, thereby making them the voices of authority in their own lives and encouraging them to be confident and be motivated. The box is constructed in layers thereby signifying the layers that one must get through to find the ultimate truth.

Outer Box Brand Packaging The two intersecting circles go back to the with a glowing material in order to draw concrete like textured material which is concept of the Vesica Pieces whose part of attention to it and make look almost to signify the attainment of truth and intersection is considered to be the ‘door of other-worldly. In the middle, the ‘devine ultimately confidence and the journey to life’. Here, that life, has been interpreted as eye’ holds the whole structure together become the voice of authority, even for the boom of confidence and boldness through and when the eye is removed, the box your self, is always going to be a little the actualization of truths. It is simulated falls open. The box itself is made of a rough. It also plays on the tactile senses.

Second Layer Brand Packaging Once the eye in opened as shown, the is rethought and is reimagined into it to also generate a connect between packaging falls open to reveal an large inner something that is more empowering. the brand and the packaging and also box which is in a matte finish with reflective The red leaflets on the side are made shows that even this packaging is formed lettering which says ‘Gods who will fulfill your out of a reflective material which is a with the narrative of building confidence wishes’. This is the start of the experience foreshadowing to the concept of the inner and taking initiative. where the traditional concept of divinity most box. It has the brand’s hashtags on

Tablets Brand Packaging The tablets depict Gods who would fulfill your wishes. It also depicts why and how you should pray to them.

Tablets- Closeups Brand Packaging The initial concept of these tablets was to in stone, are actually not. It shows that as religion, I decided to keep the have them made out of wax which is so soft the real power doesn not lie with them tablets soild and not made out of that is starts to melt and smudge as soon as they are a figment of our creation wax as the idea of ‘erasing away as you touch it. This shows that the concept and our wishes. However, due to possible their god’ could be problematic. of Gods and their divine powers that we controversy and backlash based on the perviously thought to be so concrete and set sensetivity that surrounds a topic such

Brand Packaging Tablets- Closeups

Inner Box Brand Packaging Once the person gets through the four tablets, he finds this inner box which shows him that the previous Gods, although valid, are actually just placeholders for the final, ‘most powerful’ God of all. The 3D eye in this layer not only brings an element of visual interest but also by reiterating the brand symbol, shows how strongly it believes in this concept.

Inside Inner Box Brand Packaging Inside the inner box, the person finds be the voice of authority for your life The bottom pannel’s surface is also a handheld mirror with the brand logo and the brand can help and support made up of a dark reflective material on the handle and on the mirror. It is you on your journey. As the person to show the same concept of you symbolic of the concept that ultimately, holds up the mirror to see himself, the being the greatest god but is darker you are the most powerful god of all for eye lines up with his forehead showing in nature so as to not distract too yourself and you are the one who has to the above mentioned concept. much from the concept of the mirror.

Packaging Placed in a Museum

Technicalities Softwares Used Adobe Photoshop Adobe Illustrator Adobe InDesign Adobe Dimension Plugins Used PixelSquid Images Unsplash Pexels Colour Psychology https://99designs.com/blog/tips/color- meanings/ Colour Palette Adobe Colour

Branding and advertising is something that journey, through varying lenses and different Overall, the class although challenging, I am extremely passionate about and is forms of interpretation, I went through alot of was also very educative and informative something that I would like to take up as a ideas for my persona which kept on evolving. and I know for a fact that I will be career, hence I was very excited to take this But it was absolutely fascinating to see how taking these learnings forward and using class and learn the most that I could. at the end of my project, I realised that them to curate better projects. unintentionally, the final persona that I had Although I have taken branding classes created had perfectly matched up with the I also appreciate that this class finally before, it was really interesting and initial keywords both my friends and I had helped me accomplish my goal of fascinating to go through different case described me as. creating an identity for myself as a studies of brands and their advertising designer so that I could align my future techniques to see how it has worked or I am not an extremely devout person and projects to this identity and create failed for them. One of my favourite parts of neither was I always comfortable with my consistency within my portfolio. This was the class was when we analysed and broke name so for me to create a brand using the something that I have wanted to do for down the IDEO case study. It helped me see concept of divinity was extremely tough to go a long time now but never got around to how creative and good design stems from through with. I didnt want to associate with doing it so a big thankyou! understanding your audeince on different the divine part of divinity as I felt that did not levels and doing proper market research. represent me as a person. Instead, I chose to interpret divinity as a voice of authority and a When we started this self branding project, I being of confidence, power and strength which had no idea what I was getting into and to resonated with me in a much better way. be very honest, it was very difficult for me to Reflection wrap my head around it until Week 4 when Creating connections and segways between suddenly a lightbulb went off in my head concepts and ideas was something that was and everything made sense. In this scenario, challenging for me but to see the way it I realised how valuable mindmapping was all came together through various iteration as a tool as it was the only thing that kept processes was incredible. I learnt what detail my focus and helped me link all the pieces and care goes into creating a persona and together throughtout the four weeks. how important it is to show consistency throughout your journey in order to build a Basing an identity around the keywords that great narrative. I also learnt how important my friends described me as was easy as they presentation and crispness of concepts are mostly aligned with my personality and what vital for audience engagement. I was putting out into the world but on my