The brief for the student's Graduation Project was in two parts. Phase one was where they were given the responsibility of writing and designing brand guidelines for Gully Gang Entertainment Pvt. Ltd. Phase two was followed by a short project of designing the artist's brand identity for MC Altaf, a musician/rapper signed with Gully Gang. This two-phase project is well documented in a 150-page PDF document. Over six months, the student applied their academic and visually expanded knowledge and skills entirely at Gully Gang. They helped Gully Gang construct, deconstruct, and restructure their visual library to create a visual environment that will demonstrate the proper use of the Brand's Identity and its extensions and the proposed identity system. The guidelines the student has put together in the form of a brand guideline manual have been made easy to read. It allows any English-speaking person at the company to understand the brand and its functions better. The whole intent behind this project was to lay a foundation for the groundwork of visuals for Gully Gang so that the brand can perform consistently with their visuals in a more mindful and informed way. Phase two, which was the brand identity for MC Altaf, allowed the student to learn and study hand-done logotypes and identities and the process of doing Gully Gang's work. In totality, the experience of going through both phases has unlocked a newfound sense of respect and seriousness towards managing time and resources on a personal and professional level for the student. Throughout the process, the student's mentor and guide, Dr Tridha Gajjar, gave them creative feedback with such clarity that it allowed the student to pay attention to details from the macro level to the micro level of the project process.
Branding, Branding Guidelines, Brand study, Graphic design, Identity design
