The brief of the project given was to create the branding and exhibition graphics for IIJS Signature Show 2008, being held in Goa from 29th February, 2008 to 3rd March, 2008. IIJS Signature Goa was being positioned as a high-end, couture jewellery show where only select exhibitors and international visitors would be invited. The objective of the exhibition was to attract foreign buyers to India, and, thus, enhance the industry’s export potential by strategically positioning the Indian jewellery industry internationally.
A consistent graphic identity was designed for the show, to enhance its brand value and experience. The theme was “rooted yet contemporary” where the Indian context was kept in mind. I developed a visual language and applied it across various mediums like special structures (tensile), stalls, signage systems, banners, promotional material and other extensions.
The design process included conceptualization, identification of branding areas, production supervision as well as final execution, where I had to also ensure that the various vendors executed the designs according to the specifications given by the design team.
The “circular motif” pattern, used throughout the exhibition, was inspired by traditional kundan jewellery of India. I designed an option of using the same motifs in weight variations to create an interesting visual interplay of the design even when applied in a single colour. I applied the design on various surfaces with different print techniques that gave each design a unique look while maintaining the harmony of the entire space.
The project gave me an opportunity to apply my learning from formal education to a live project, which involved a real client, a real target audience, real deadlines, and a real budget.
