Professional Documents
Culture Documents
Tanushree Saha Design Portfolio 2013
Tanushree Saha Design Portfolio 2013
Education
PGDPD Strategic Design Management 2009 - 2011 National Institute of Design, Ahmedabad www.nid.edu B.Des Fashion and Lifestyle Accessories 2004 - 2008 National Institute of Fashion Technology, Bangalore www.niftindia.com
Work Experience
FRDC Pvt. Ltd. (Future Research Design Company), Associate Design Strategist Dec 2010 - July 2013 Dealing with clients very closely on various retail projects, leading the entire team for each project starting from the pitch phase till the implementation phase. site visits, client presentations and vendor management. Shoppers Stop, Bangalore, Unit Visual Merchandising Head August 2008 - May 2009 Research and prototyping of improved VM props and ideas, detailed management of vendors, departmental accounts and annual budget, conceptualization and supervision of in store VM implementation Arvind Brands Visual Merchandising Dec 2007 - May 2008 Clients : Excalibur and Flying Machine Graduation Project, NIFT Restore Solutions Visual Merchandising Nov 2006 Clients : Urban Yoga, Scullers, Coupon Mall Summer Internship, NIFT
Objective
Looking for a challenging position which enables me to exercise my learning and skills in its best approach
Internships
Skills
Design Research and Analysis, Branding and Positioning, Brand Strategy Creation, Service Design, Retail Innovation, Experiential Branding, Quick Concept generation, Business analysis & planning, Retail management & Visual merchandising, Problem solving from a systems approach Software Adobe photoshop, Adobe illustrator, Adobe Indesign, Corel Draw, Solidworks, MS office, Ableton Live (sound mixing)
Areas of interest
Service design, User Research, Branding and Positioning, Brand Strategy Creation, Experience Design, Design for Retail and Environment, stabilizing ideas for Entertainment business
Hobbies
Music Composition, Painting and sketching, Photography, Pet Grooming
Project brief - To design an Informal hangout space for interaction with tea
Space experience - Casual, economical ambience for quick tea and snacks Product - Premixed instant tea Location - Near teck parks, commercial spots on busy streets Target - Corporate employees, students.
Making Chai
The 5 Ps
Product
History Process Associations (Emotional and cultural) Benefits and properties SWOT analysis Range Extensions
Price
Based on quantity Menu decisions Target market
Players
Competitors National International Case studies Criteria Acceptance Key ingredients
Place
Location Proximity to corporate offices Speed across city Physical space available
People
Customers Needs Lifestyle Aspirations Expectations Behaviour Pain points
BOILING WATER ADDING MILK
ADDING SUGAR
Paper cups
Glass tumblers
Borosil cups
STANDARDIZED Quality
NO STRAINING
STRAINING
SERVING STYLE
Product Range Optional: Must have: Ice Tea Ginger Elaichi Masala Green Tea Herbal Tea Black Tea Lemon Tea
HYGIENIC
How much of the process do we need to display? Which part is important for the customers?
NO ARTIFICIAL ADDITIVES
Study of a Chai Galla & its consumer CHAI GALLA CHAI GALLA
DISLIKES Hygiene quotient, Not comfortable for all,Varying quality and taste, Open to weather, pollution, noise
DISLIKES Requires time to be spent, Parking is required, No unique identity,Perceived as expensive,Too many players in the market
Consumer Categories
Hangout zone where people get updates I dont go to GALLA as I dont smoke
Emotional connect
Personalization by use of owner/individuals name who sits in the shop
Service Development
Charging points,Providing notebooks and pen Space to invite group events
ATTRACTION
ASSESSMENT
EXPLORATION
BRAND RECONNECT
Suresh
A"rac&on
Facade
Assessment
Check
menu
Explora&on
Collec&ng
order
Service
s&muli
Brand Re-connect
Consump&on
Product
Interac&on
Payment
Service
ease
Store
Entrance
&
feel,
visibility
Decision
making
Placing
order
Sta
interac&on
Observe
Exit
Brand Recall
Discuss
Service Support
Consumer journey
Brand
WHAT IS HERITAGE?
NAME & IDENTITY ATTIRE PRODUCTS INTERIORS SERVING METHOD
WHAT IS CONTEMPORARY?
WHAT IS CONTEMPORARY? WHAT WHAT IS CONTEMPORARY? IS CONTEMPORARY? WHAT IS CONTEMPORARY?
NAME AND NAME AND NAME AND NAME AND IDENTITY IDENTITY IDENTITY IDENTITY
WHAT IS UBIQUITOUS?
NAME & IDENTITY ATTIRE PRODUCTS INTERIORS SERVING METHOD
WHAT IS NICHE?
NAME & IDENTITY ATTIRE PRODUCTS INTERIORS SERVING METHOD
Legacy
Traditional
Iconic
Culture
Landmark
Consistency
Youthful
Bright
Nostalgia
Strong Recall
Rooted
Happening
Aspirational
With the times!
Next door
Accessible
Economic
Familiar
Ambience
Stylish
Elite
Luxury Sheek
Inspirational
Polished
Authenticity Belongingness
Gossip
GarnishedExclusives
Aspirational
Positioning the Brand Plotting the brand on the graph with respect to the four categories Resolving the percentage combination of the brand elements
77 years
memorable
and powerful
Expertise
Proud
history
Trusted name
associated
Hallmark in
packaging
flavours
Branding
office breaks
Add
Visual Merchandising
hot water
HERITAGE + CONTEMPORARY
Instore Communications Highlight recipe Texture/ Color Tie-up with corporates Space functionality Orders and take-away For quick office breaks
Convenience Consistent
and standardised quality
Authenticity
Proposed Material Board for the new image Branding and collaterals
Material Palette
Peripheral graphics
Peripheral lighting
Brief: To come up with a distinguished unique USP for the brand, which embodies the brand character, leading to the creation of a Unique Retail experience reinforcing the Target Consumer needs, trends and industry scenario. Brand Mission - To bring Art & crafts in modern homes, with an Indian Soul.
800-1200 Sq.ft.
100 Sq.ft.
300 Sq.ft.
Wall Decor, Figurines, Animal Artifacts, Utility,T lights, Hanging Decor, Pots & Planters. Seasonal- T Lights & Wall Arts.
Wall Decor, Figurines, Animal Artifacts, Utility,T lights, Hanging Decor, Pots & Planters. Seasonal- T Lights & Wall Arts.
Wall Decor, Figurines, Animal Artifacts, Utility, Hanging Decor, Seasonal- T Lights & Wall Arts.
26%
Product Strengths - Craftsmanship & Design Language: Craft originated and re-designed with contemporary feel for todays modern homes - Product Range: The versatile product range of the Malhar products - Life Style Driven: Each product is part and created around a certain lifestyle/ theme.
Brief: To come up with a distinguished unique USP for the brand, which embodies the brand character, leading to the creation of a Unique Retail experience reinforcing the Target Consumer needs, trends and industry scenario. Brand Mission - To bring Art & crafts in modern homes, with an Indian Soul.
Luxury
Product Positioning Note: Analyzing the product attributes by plotting positions of competition brands in the graph with respect to Malhars product reference. Oppurtunity Mapping Store design - Efficient Zoning Signature Element - Lighting, Ceiing etc Fixture & Display - Flexible, easy to move, Services & Experiences Instore Communication - Legacy Packaging System Staff Attire
Ethnic
Contemporary
Value
Finding The Character & Strength of Malhar Summarizing the overall score on the 6 parameters for Malhar
STRENGTHS
- MALHAR
Contemporary products with an Indian touch, Eye for detailing & Craftsmanship, At an affordable price.
Marking competition Brands on 6 Parameters of Indian Origin, Authenticity, Craftsmanship, Simplicity, Affordability & Eclecticism On the scale of 1 10 to understand their character and strength.
Contemporary products with an Indian touch I Detail & Cra7smanship I At an aordable price
Consumer Archetypes
Authority: A sense of control of the environment Stimulation: The thrill of seeking something new and unexpected Temptation: The desire to be seduced by an idea;drawn into the experience Revelation: The ability to discover how a product will be used and fit into their lifestyle Magnitude: A range of choices beyond expectation Ease: Feeling at ease in the environment;a general sense of rightness
Price Driven
Self browse Price point display Needs suggestions and guidance Updates on next Sales and promotions Service Vouchers, coupons
Emotion Driven
Definite needs Quick Browse Interesting display Cross merchandise Suggestion Quick Billing Quality Service Large Families Seasonal/ Discount driven Organisations Corporate Gifts Students Impulse
Consumer Archetypes
Consumers are getting exposed to high end products and services due to extensive travelling, knowing various people & cultures, developing classier & exclusive taste and gradual upgrading of lifestyles with peer inspiration.
Positioning the Brand Plotting the brand on the graph with respect to the four categories
This graph is plotted to understand the position of various home dcor brands Indian & International. With respect to its identity, communication & perception In the market
Niche
Ethnic
Contemporary
Safety needs Comfort Security Freedom from fear Physiological needs Food water Oxygen
Mass
Temporary Art Bazaars, Craft Melas, Souvenir shops, Furniture Stores, Local Emporiums
Proposed Material Board for the new image Branding and collaterals
Environment Attributes
Contemporary
Gondola
wood finish
Materials base:
Slat wall
Laminate
Wood - MDF, Laminate Accentuate: Upholstry, Acrylic, MDF shelves, Korian, Glass, Wall Panels, Finishes, Metal, Stell with different finishes, Jalli work
Flooring
enirs & Zoning Layout Morning - Evening,Journey covering one of her fun days, My beloved souv s
CASUAL WEAR
BASIC COLLECTION
MP
ACCESSSORIES
JEANS DENIMWEAR
PARTY WEAR
STORAGE room
The Movie of my life Me & my busy world. So many places to be, so many faces to see. My luck, my stardom awaits me. The best time of my life is here,I do it the STAR way
Concept
Dj mix table
PARTY WEAR New Arrivals CASH COUNTER
karaoke
CHANGING ROOM
MP
MP
MP
Evening out
PARTY WEAR
Dress up time!
MP
Fan wall
Behaviour & Lifestyle Analysis -Involve friends opinions with shopping and decisions - Stylists Themselves -Early Realization of Responsibilities - Identity Creation (Adopted Differentiation) -More Aware & Reactive -The youth in India hold a Dual cultural passport -Dressing up with the girls is EMOTIONAL & always remains a NOSTALGIA
Personality
Place
Attire
Freestyle Wrapping Wrapping Paper & Rope For products that are difficult to contain in a box
2 3
Regular
Stamped branded strip, Added element Use of a branded strip over the packaged box to add a slight character, Not to overdo
Premium
Premium Treatment on regular materials. Using existing cardboard boxes of the product and personalize according to the event and person (Giftee)
Staff Attire: Hierarchical attire was designed for the brand keeping the store design concept in mind with an intention to extend the brands physical branding unit, also helping the brand establish certain uniformity at the store level.
Hierarchical Staff Attire - Design Directions Sale Staff & Store Manager
Smart Casuals To match the subject of the store Not to out fashion the fashion line of the brand Make it chic but not posh, keep it approachable Get inspired from the brand merchandise styles Keep it comfortable and young Dressy and Chic, To mark as an Aspirational Lifestyle Brand Minimal Accessories Add Signature Brand Element in the Design, Inspired from the Store or Brand, To have a common element to denote the brand presence & communication, Accessory/tag/badge
Starry Casuals: Shooting Stars Continuing path of a star from the bottom to top Top White top with Shooting lines and logo Bottom Turquoise knee length pants
Store Manager
Black Blazer
Pink Scarf
Pink Belt
Black Ballerinas
Can wear a variation of T shirt design. Addition of a blazer to make it classy With pink Scarf
Staff Attire: Hierarchical attire was designed for the brand keeping the store design concept in mind with an intention to extend the brands physical branding unit, also helping the brand establish certain uniformity at the store level.
Chunky Casuals Plain T shirt with pink rivets. Pink rivets keeps it playful and girlie, not very serious
Store Manager
Black blazer to add a touch of seniority With the peter pan collar Miss Pink dog tag to hang from pockets Black Ballerinas
Jumpsuits
Starry headband
Black Ballerinas
Pink Belt
Staff Attire: Hierarchical attire was designed for the front end staff (hosts & hostesses) of the marketing office keeping the brand essence in mind which also extends as its physical branding unit.
Crimson Blouse
Polyester
Back
Grey Saree with Golden border Black Formal Shoes COMPLETE LOOK CORE APPAREL ACCESSORIES COMPLETE LOOK CORE APPAREL
Polyviscose
Brand Badge
Name Plate
Name Plate
COMPLETE LOOK
CORE APPAREL
ACCESSORIES
COMPLETE LOOK
CORE APPAREL
ACCESSORIES
BRIEF: To create a Signage manual for the luxury & mid-range/budget segment of all Mantri Properties. (Head office & Marketing office / construction site) and a complete on-site experience that helps orient the visitors & future owners inside the existing and upcoming Mantri properties from the entrance till the Departure
Signage Anatomy
Site Balloon
Promotional van
Brief: A range of services were designed for the various brands after having a comprehensive study done on their respective consumer behaviour, needs, though process etc. Also keeping in mind the aspired forthcoming image of the brand.
In store photo booth or photographic mirror. The age of facebook, photo sharing practice, conscious of how we look in a photograph
Small fragrance papers to beautify the shopping bag and the entire shopping experience
Self designed stylized pairs at cheaper rates than brands, Unique, self defining identity.
Assistance in the form of Information basic saree draping, various denim fits etc Providing help for trial when enquired.
Brief: A range of services were designed for the various brands after having a comprehensive study done on their respective consumer behaviour, needs, though process etc. Also keeping in mind the aspired forthcoming image of the brand.
Planning services and events throughout the year as the brand grows, according to its implementation feasibility, launch promo requirement and crowd pull.
Branded & Reusable, Helps in brand resonation Solves messy and impolite way of giving back change, bills
Brief: A range of services were designed for the various brands after having a comprehensive study done on their respective consumer behaviour, needs, though process etc. Also keeping in mind the aspired forthcoming image of the brand.
Packaging Design
Tactile
Visual
Smell
Hearing Paper carry bag with see through fabric at the bottom, an extension of the business card
Brief: A range of services were designed for the various brands after having a comprehensive study done on their respective consumer behaviour, needs, though process etc. Also keeping in mind the aspired forthcoming image of the brand.
GIVE & TAKE: GOSSIP CORNER To use the TYPICAL Gossip Gesture
FEEDBACK BUTTON For better brand recall and excitement factor A large PINK BUZZER on the wall with a Sound clip for consumers to press while exiting
With a large EAR & pair of LIPS on the wall, You can record your GOSSIP STORY and hear what others have shared
BRIEF: To create a Signage manual for the luxury & mid-range/budget segment of all Mantri Properties. (Head office & Marketing office / construction site ) and a complete on-site experience that helps orient the visitors & future owners inside the existing and upcoming Mantri properties from the Entrance till the Departure
Tower Branding
Souvenir - Children
Giveaway- At enquiry Branded Leather Folder Official give away with all the necessary documents Convenient storage and browsing Provides brand recall
Flute & Santoor - Morning & Afternoon, Saxophone, Piano Classics - Evening
Crematoriums were taken as a topic to review. Study of its kinds and functions were carried out to notice the various circumstances and limitations the process withstands. Post study, oppurtunity mapping of the cremation industry was done to come up with solutions, which were demostrated with an impactful installation.
Open air cremation Harmful effects of the process, bulk wastage of wood, no way to control the gas coming out of the burning corpse, and water pollution through emersion of the corpse remains..
Electric cremation Eco friendly measure provided by the government but less use due to its horryfying mechanized look and religious beliefs.
SOLUTION: Open Electric Cremation: A new system of cremation was proposed merging both the existing processes together. Also keeping the cultural elements intact considering the sensitivity of the entire topic and making it less harmful environmentally. Details: The bodies to be burnt in closed chambers in the open with tall chimneys. Govt to ban the use of wood for cremation with support of religious heads. CNG and electric based cremations is safer, less pollutant, cheaper and clean system hence to be popularized.
Service Design
Here we were required to understand a service and a product in a broad sense with respect to its differences. As an outcome of this module a self sustaining campus based service was created for the benefit of the students.
Kamm Tamaam, is a campus based service at NID that organizes , designs and conducts innovative user researches for students with the involvement of the designer. The core offering of our service is to design research methodologies for students as a part of their classroom projects. Process
Official give away with all the necessary documents Convenient storage and browsing Provides brand recall
Promotional Strategy
Since a user research service related to management seems like a rather formal business, a promotional strategy was planned with a theme tapori i.e. indian gangster to increase its approchability and interest.
Service Design
Here we were required to understand a service and a product in a broad sense with respect to its differences. As an outcome of this module a self sustaining campus based service was created for the benefit of the students.
Scenario Building Scenarions were created based on real simple day to day problems faced by a student to understand the kind of glitches and stuck ups in an individuals life which can lead to academic inefficiency,
Execution and Evaluation Pilot testing was done to validate and evaluate the service on some of the students of the campus.After looking at the clients project, the requirements were identified and accordingly an innovative user research methodology was deviced which involved developing a questionare through storytelling. This was done to refrain the user from manipulation and also to identify insights easily.
There
was
a
rumour
the
gang
was
going
for
a
movie,
I
_________
Was
wai6ng
for
a
call
for
someone
to
invite
me
will
enquire
myself
about
the
movie
from
them
Kept
my
evening
free
for
the
movie
Will
join
them
anyway
SINCE_______________
I
look
into
my
cupboard
and
pull
out
what
ever
is
right
in
front
I
have
already
arranged
matching
clothes
for
the
evening
in
advance
I
had
to
try
on
3
dierent
clothes
before
I
could
decide
I
called
someone
to
pick
an
aCre
for
me
SINCE_______________
AEer
changing
into
my
clothes
I
looked
into
the
mirror
I_______
Didnt
look
into
the
mirror
at
all
Wished
I
was
thinner/taller/fairer
looked
good
Looked
to
check
if
everything
is
ne
SINCE_______________
Objective: Quantum growth through product innovation. Product: Nail polish Product mapping
A graphic representation of the ways people perceive products, in terms of underlying attributes
Issues
Strategy for growth - Expanding market share Nail paint Pen/Nail paint remover dispenser
Potential segment -Frequent nail paint users who want to save time -Potential nail paint users who avoided because of time consumption -People who are not expert nail paint applicators Benefits
Saves time Longievity Less wastage Portability Easy to express
Product Intervention
Product Intervention
Its a nail paint applicator in a pen like format for easy navigation and application
Healthy Nails
Potential segment -People not into cosmetics -Regular users for revitalizing nails Benefits
Stronger nails Brighter nails Faster nail growth Pen
Nail Stainer
Potential segment -People with traditional/religious values -People who like using natural cosmetics -People who are allergic Benefits
Natural Anti-allergic Does not chip
No coating
Brief: Redesign the Multimedia Lab into an experiential space which allows showcasing new age technology and products developed with engaging Multisensory Interaction for onlookers and enthusiasts. Objective: Not a Lab but, A Technology Forward Experience Zone
Opportunities
Display & Information Display innovations and products with all relevant equipment and digital content. Mounts/tables to place equipments and other products Interaction by visitors with products and information Feedback Generation Generation of feedback and its storage to access it by others. Should be new and innovative- using tangible methods and digital intervention. Look And Feel High end imaging lab Bright and dynamic reflecting a state of the art facility Display area and a working area with workstations
Fluid
Bright
Minimal
Inviting
Crisp
Clutter Free
Brief: Redesign the Multimedia Lab into an experiential space which allows showcasing new age technology and products developed with engaging Multisensory Interaction for onlookers and enthusiasts. Objective: Not a Lab but, A Technology Forward Experience Zone
Concept PIXELS
The pixel is the basic element of an image -Simple and flexible -Easily extendable to 3D and 2D forms
-Easily relatable
Zoning Layout
Using a Kinect sensor to create interactive Wall projections and displays Exhibition Lighting to distinguish the space