My diploma project was creating the visual language of and brand identity for ‘WealthTiger,’ a wealth management product of ShareKhan which is targeted at HNIs (High Net worth Individuals). WealthTiger is a new product of ShareKhan and hence, there arises a need to design identity and its application on various collaterals. WealthTiger brand had to separate itself from other competitors in a unique way, yet the visual language had to bring about a sense of oneness in all WealthTiger collaterals.
I started with basic research, scenario building, comparative analysis, surveys and presentations. This was followed by design development, exploration, moodboards, treatment, and visual language. Next, I did application, media plan, deliverables (brand identity, brand marketing, recruitment and business collaterals), and ended with the brand manual, and documentation of the entire project.
The scope of work encompassed brand identity, brand collaterals, recruitment collaterals, brand marketing, recruitment and business collaterals, brochures, leaflets etc. Till I left Synapse, WealthTiger wanted to get the system in order first, although they still encouraged me to come up with concepts and provided all information and help that I required. As yet nothing has gone into production, though the concepts were approved, appreciated and accepted; I am told they will get priority soon.
The biggest challenge for me was to turn a conventional project into an interesting one. In the end, I realized that no project or subject is boring; it is actually how we deal with it. The experience of working in the industry was like a reality check: a good chance to come out of our fairytale world. Every day is a test and you want to be a winner always, just like any other challenge in life. The diploma project is no different. Rather it’s just the start.
