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Transcript of Sameer aasht work in a nutshell slideshare version
Effective Experiences
Sameer Aasht
Note: What follows has been team work and would not have been possible without the respec9ve organisa9on’s support, the subsequent slides is an ode to great colleagues in art & gives a flavour of my contribu9on by way of strategic direc9on
Design challenge
To create a fresh iden9ty that
embodies youth while exuding
stature, wisdom, pride & trust.
Progressive while embracing
the diverse industries
represented by the body
Brief / Business Problem
The young vibrant India
couldn’t relate with the old
FICCI. Needed a look to support
the op9mis9c sen9ment of India
being the next global super
power
Design Solu6on
Purposeful graphics depic9ng
progression, futuris9c outlook
& inspiring collabora9on. The
new iden9ty brings a daring
new dynamism to a brand that
signifies heritage but lacked
youth appeal
Efficacies: Created a younger FICCI to resonate the sen9ment of India being the next global super power through
progressive graphics in Indian tricolor
FICCI
Logo
Design Solu6on
3 iden99es embodying
growth, prosperity, fitness
and “can do” spirit of our
BOP audience in synch with
the Indian cultural code.
The thema9c op9ons are
1. Buoyancy 2. Sprint
3. Germina9on
Design challenge
Create relevance through
evoca9vely depic9ng the
intent and benefits of the
brand using the universal
language of symbols
(to ensure the iden9ty finds
acceptance with BOP audience
who is likely to be illiterate or
more conversant with a
vernacular language)
Brief
To communicate the
essence of brand Nourishco
which will cater to the social
cause of nurturing the
malnourished in India
through for9fied food &
beverage offerings
NourishCo
Design Solu6on
1. Benefit led design logic 2. Crea9ve expressions • Leaps of health • Happy Moments
• Gush of Water
• Ac9ve forever 3. Engagement ideas
Design challenge
1. Create relevance amongst a
severely price conscious
audience
2. Educate them about reasons
to pay a premium for a
for9fied water while they have
just grudgingly started paying
for packaged water
3. Evoca9vely depic9ng the
intent and benefits of the
brand using the universal
language of symbols, while
conno9ng Happy Health (‘coz high incidence of illiteracy in BOP)
Brief
To create packaging for Tata
Water Plus which will cater
to the hydra9on needs of
the audience at the bo\om
of pyramid through for9fied
water delivered in pouches
and bo\les.
For9fica9on will be through
• Calcium
• Boron & Chromium
• Zinc
Happy Health
Tata Water Plus
The source story expressed tastefully through the use of natural elements added a touch of intrigue
Design challenge
Although the brand had a
strong connect with foreign
tourists, the brand appeal to
domestic consumers was
limited. The challenge was
to unleash the untapped
potential of this segment
with an attractive face lift.
Brief / Business Problem
Himalayan claimed to be the purest in natural mineral water sourced directly from the Himalayas. It was to be the most premium brand in the category. The task was to inculcate the importance of natural mineral water through the brand personality and communica9on.
Design Solu9on
It reflected the vivacity of
India as opposed to the
serenity usually depicted by
Mountain water brands. For
the first time in India, the
bottle was ‘shrink
wrapped’ and each bottle
had a signature story to
amplify the source
Efficacies
Himalayan Water
Design Solu6on
An ar9s9c premium take on the
pack to retain the Himalayan
essence “nature at its best” across
rendi9ons of S9ll and Sparkling
packaging designs
1. Crowned Nature 2. Natural fizz 3. Sparkling Nature
Design challenge
1. Create relevance amongst a
market well entrenched with
compe99ve op9ons
2. Connote premium while
borrowing from Nature and
Himalayan (Indian)
3. Think por^olio fit while moving
up the ladder
New Brief
To create packaging for
Sparkling Himalayan which will
cater to the hydra9on needs of
the affluent at a global level
Make it the most premium
member of the Himalayan
family by
• Retaining natural cues
• Form of bo\le
• Appe9te appeal Along with infusing
• Effervescence cues • and maybe a change in color
Himalayan S9ll & Sparkling
Design challenge
1. Strike a balance between
fitness & agility in a Gym
context which is
perceived to be more
about bulk crea9on or
weight loss
2. Bring in culinary, nutri9on
& appe9te feel while
retaining the health
promise
Brief / Business Problem
PRO2 is Probio9c x Protein, the logo needs to mainly connote Strength / Power (Protein), Stamina / Energy and good health (Probio9c) 1. Preferred Colous: Green, Yellow and Red 2. Not muscular 3. Logo look and feel: 3D, Exci9ng, out-‐of-‐the-‐box, classy, imagina9ve.
Design Solu6on
Logo op9ons defining the
brands essence
1. Sprint ready
2. One + One = II 3. Vibrant Vibes 4. Performance Infinity
Any9me Fitness/Pro 2
Design challenge
1. Strike a balance between rooted raw talent and
contemporary outlook
2. Using the preferred colors of
Blue, Green & White with
secondary mix of Yellow &
Magenta; bring to life the
brand’s essence
3. Ensure the new iden9ty is
most appealing in a moving
images format
Brief / Business Problem
A pioneer in original talent hunt shows like Antakshari, Sa Re Ga Ma, Chhote Ustaad and more has now successfully ventured into regional shows across the na9on by being the most sought ajer pla^orm for raw music talent. The next step is to target the global market of South Asian diasporas through an even greater fervor. Keen at a fresh iden9ty conno9ng hope, op9mism and infusing desire amongst masses to fall in love with the brand
Design Solu6on
Logo op9ons + Storyboard
concepts through the
following routes
1. SaptaSur: Flight to glory
2. Cultural Mel9ng Pot
3. Flight to glory 4. Flame of Op9mism
SaaiBaba/iden9ty op9ons
Note: This crea9on, although well appreciated was terminated due to issues of logis9cs and commercial viability
Design Solu6on
5 op9ons of 6 cans depic9ng
Coca-‐Cola as the universal icon
of happiness seen through the
lens of Cricket
• Believers’ Coliseum
• Real things of cricket • Inspiring Moments
• Heroes of the day
• Captains of Op9mism
Design challenge
Create relevance between the
legendary Coke brand,
audience and cricket
Brief
Desire to ride the Indian cricket
fever through specially designed
cans targe9ng the Indian
Euphoria for Cricket and
leverage the upcoming world
cup being held in South Asia
Coca cola Cricket special
Created an engaging world of the characters with entertaining story ideas for kids to interact with
Design challenge
We defined the challenge as
overcoming the indifference of
our target audience: kids, who
perceived most sta9onery
brands to be the same and not
having any capability to
engage them.
Brief / Business Problem
The extensive range of
sta9onery being offered by ITC
under the brand classmates,
needed a differen9ated visual
language to ensure it stood out
from compe99ve offerings while
ensuring hygiene aspects like
shelf throw, synergies and
product features
Design Solu9on /
Brand PorNolio
Considering our core TG seeks
excitement; to overcome the
challenges we created an
engaging and imagina9ve world of
color crew through intriguing
characters of billy, boe and friends
which were adapted into
packaging, Digital and TVCs too
Efficacies
7 year old Billy lives in his own imaginary world, where everything he draws comes to life. His best friend Bo accompanies him on his everyday adventures as he goes deeper down the rabbit hole, making friends more friends as he goes along.
Projected the pencils as the first step of sketchy starts progressing to big things!
Design challenge
We defined the challenge as
visually empowering the
audience of different ages into
believing in the power of
imagina9on which a simple
pencil like ours could unleash.
Brief / Business Problem
The category of pencils is
overcrowded with offerings
from strong brands like Natraj,
Apsara and a host of smaller
regional / unorganized players.
Needed a way to differen9ate us
from others while driving
synergies with the brand’s core
promise. The 3 ranges were
targe9ng different age groups
from 5 to 16 yrs
Design Solu9on /
Brand PorNolio
We created varied depic9ons of
visual crea9on of what the
audience clusters most aspired to
draw by incorpora9ng the crea9on
within the product window
Efficacies
ITC Classmates Pencils
Design Solu6on
Assigned the parent brand an
endorser role, created a
por^olio with a dose of Jet
Airways’ brand Colors while
infusing a dose of energy
through dreamy clouds, a flight
taking off and an amplifica9on
of yellow, one the secondary
colors for the brand.
Design challenge
Create youth appeal without
aliena9ng the brand’s core
audience: Business Travelers.
Not let the collabora9ons steal
the limelight. Create a
property which can be
appropriated by the Jet
Airways brand even if the
collabora9ng brands drop out.
Brief
To create trac9on with youth
and rejuvenate the airline
brand. Highlight the network
strengths and range of
des9na9ons offered. To tackle
recession, collaborate with
relevant partners to create a
bundled deal.
Jet Airways youth ini9a9ve
Efficacies
Over a short span of 60 days,
converted 12,000 students
flying abroad genera9ng
incremental revenues worth Rs
20 crores/ US $ 4 mn: an ROI
of 90 9mes in a recession. The
airline is now in the third year
of the ini9a9ve.
Design Solu6on
A brand appropria9ng the
possibili9es of instant beauty
solu9ons. Given the nega9ve
lineage and lack of
competence in the beauty
space, collabora9on with right
ingredients helped arrive at a
compelling offering
Design challenge
Create a personal care offering
from an industrial brand
Brief
To u9lize surplus produc9on
capacity of viscose available at
the Birla factories and create a
branded offering. Define brand’s
long term vision, priority
markets, segments and map
path to leveraging opportuni9es
Birla Wipes business
Skincare on the go
Collaborators
Sameer Aasht Founder Director Alma Mater Biz Solutions Pvt Ltd
Sameer loves to apply the art of brand performance to the science of business growth
The last 11 years of driving growth for some of the best brands in India & abroad has him believe an idea is strategic only when it is executed profitably.
As a founder director of Alma Mater Biz Solutions Pvt Ltd; he has consulted talent in nurturing the dream of freedom through entrepreneurial ventures.
In earlier assignments, he has headed role of international marketing for Jet Airways, Headed Strategic planning divisions of Percept / H, Headed Strategy function for the India office of for the world’s largest Brand design firm Landor Associates.
At Jet Airways, he collaborated with cross-functional teams to launch the brand in North America, Europe, Middle East & Far East as well as launching consumer segment focused brand experiences Communication Agencies worked with include TBWA, Ambience Publicis, Contract Advertising, Ogilvy and Rediffusion Y&R. Brands Strategized on include HSBC, Cadbury’s, Asian Paints, Mahindra, Volvo-Eicher, Suzlon, World Gold Council, Visa Monetize (Movida), Unilever’s Elle18, Pantaloons, Kansai Nerolac, Samsonite, Black & Decker, DeWalt, Tata Water (Himalayan), Times of India & FICCI
He has done his schooling from St. Xavier’s Ahmedabad, an MBA from ITM and is an alumnus of IIM-A (Indian Institute of Management, Ahmedabad). He has participated in various industry programs of NID (National Institute of Design) and is also empanelled as a design consultant with MSME initiative of NID.
An avid reader with an eclectic taste he indulges those he collaborates with into creative and business excellence.
© Alma Mater Biz Solutions Pvt Ltd 2012.