This graduation project is part of a larger project on the renaming and identity design for the Solar Energy Corporation of India (SECI) Limited. It was commissioned to Integrated Design Services at the National Institute of Design. It was initiated for SECI’s change in mandate from solar to encompass all renewable energy sources.
This project is driven by a strong emphasis on research and building narratives and the strategic use of visual storytelling techniques to shape a comprehensive persuasion process for naming and identity design.
In this project, we began by conducting thorough research into SECI’s background and the energy sector as a whole. This included exploring various aspects of naming, such as different types of names, government company naming conventions in India, archetypes, and approaches to naming.
Next, we designed and facilitated a workshop with SECI’s senior leadership team. This allowed us to gain valuable insights into their vision for the company’s future, understand the need for a name change, and gather their preferences. The namestorming process followed, where we generated a wide range of name options. We carefully considered naming territories, explored different possibilities, and employed internal review mechanisms to select the most promising names.
Once we had a selection of names, we prepared presentations to showcase them to the client. Using audiovisual tools and engaging techniques, we effectively presented the names, creating a compelling case for each option. After the final names were shortlisted, the focus shifted to identity design. We conducted some visual analysis to guide the design process and sketched various concepts for logos. Through careful selection, and refinement, we arrived at a set of logos that effectively communicated the company’s story.