It is about custom developing a design or an idea according to what a brand or business may require. Custom designs cut across all the cacophony in the marketplace to make a mark. Designs can vary from simply ideating & implementing images for an ad campaign, to developing a complicated contrived design that will help an artist air jump on a stage show.
We always look forward to custom design and development projects as it allows us to dig into our imagination. We are flexible and become everything that the project requires us to be. In the past we have pulled in engineers, architects and even a renowned dancer for such projects.
We always strive for a signature image or design for the representation of our piece of communication in whichever medium is used. This makes sure that we stay in the consumer's mind. Each one of these custom designs development has been marked with some thoughtful innovation reaching out to a particular purpose in the brand communication. For a new channel, Day and Night, now a strong Punjabi regional channel, we had to build a strong connection with the suburban population. Our medium of communication – hoardings and newspaper, had become very cluttered. We required images that were far from the regular visuals; but at the same time connect with the masses. We decided to go to the roots of the customers and take an image from the daily lives of the suburban populace as intellectual images would have resulted in a waste of money and time. We elaborately shot images and converted them into an illustration with image creation and development software.
These images looked outstanding to a market that otherwise used same old general shots. Similarly, for the launch of Lotto in India, we came up with a very strong image for our pitch .We depicted a goddess (apparently Nike), with her head tonsured into a distinctly carved out map of India and wearing a Lotto logo pendant. She was looking at a landing shoe in a fully-packed stadium, roaring with fanfare. In the crowded stands were the words 'NOW IN INDIA'.
The image and its communication was extremely powerful and dominant and it made all the competitors take notice. So was our campaign design for the launch of Ascend 1 of Huawei an impeccable piece of work. As the brand stood both for beauty and brains, we translated this by bringing Albert Einstein and Marilyn Monroe together in a romantic pose. The special image development was done by finding appropriate images for both and then bringing them together to bring out the blend of brain and beauty.