ASDS - Suppliers of Ideas & Impulses

Mi Vida

Brand Strategy  , Campaign  , Communication  , Identity
Actis & Shapoorji Pallonji Real Estate, Kenya Real Estate

Mi-Vida is a brand for a category of housing in Africa. Created as a joint venture between Shapoorji Pallonji Real Estate and Actis, a prominent real-estate investment fund, the category sought to address the market gap between extremely low end housing and uber luxury projects. This kind of affordable housing was positioned as being aspirational and a new way of living for many people. ASDS defined the positioning of the brand and created the primary identity. The collateral that followed focused on the launch of the brand and the first project in Nairobi, Kenya.

While an international approach towards the branding was initially considered, it was evident after further investigation that a direction that embraces the roots of the culture was actually uncommon in this space. Using this as an opportunity, a design language that uses bright colours and forms inspired by traditional hieroglyphics became the core of the branding. The vibrant energy of the brand saw itself manifest in various sales and communication collateral.

The Taj Mahal Palace, Mumbai

Campaign  , Communication
IHCL Hotels, Mumbai Hospitality

A selection of collateral that we designed for The Taj Mahal Palace, Mumbai – the oldest and most prestigious hotel in Mumbai. As their creative partner since 2016, we’ve provided consistent creative support and have gradually established a language of design and tone of voice for the hotel. To further our growth and our abilities as designers and thinkers, we’ve also collaborated with artists and illustrators on multiple projects.

Shamiana

Campaign  , Communication  , Identity  , Packaging
IHCL Hotels, Mumbai Hospitality

After renovations were completed at Mumbai’s first all day diner, we were approached to create a design language that carries forward the diner’s legacy and introduces it to a new generation. Tag-lines used during the launch used humour to create a dichotomy between the old and the new.

Shapoorji Pallonji Real Estate

Brand Strategy  , Campaign  , Communication  , Environmental Design  , Identity
Shapoorji Pallonji Real Estate, Mumbai Real Estate

As a subset of one of the oldest construction companies in India, Shapoorji Pallonji Real Estate wanted to move forward with a single voice and clarified vision. After an in depth study, a brand ethos and archetype was identified. ‘Constantly Committed’ became a corporate tagline that was a crystallisation of the ethos and brand philosophy. It was used dynamically in campaigns, merchandise and environmental graphics and remains a driving mantra in the organisation. Subsequently, a design language was derived from the brand archetype and guidelines for various categories were defined and collated in a comprehensive brand manual. 

Nayi Subah Campaign

Campaign  , Communication  , Identity  , Nomenclature
SD Corp, Mumbai Real Estate

A prominent real-estate developer in Mumbai completed work on the largest re-development project in history where over 10,000 people were relocated to new homes at no cost. To celebrate this milestone, we worked with the developer to design a campaign strategy and communication collateral to announce this achievement. Considering the gracious nature of the project, we used an approach that returns gratitude to all the people who helped make this possible for the developer by patiently  . The name “Nayi Subah” means “A New Morning” which symbolises a fresh start.

Hop, skip, & jump

Campaign
SD Corp, Mumbai Real Estate

Campaign design for a real-estate developer. The USP of this project is the surrounding neighbourhood and the ease of having everything you need for a good life, close by. The campaign slogan “Hop, Skip and Jump” was supported by a distinct visual style and was carried forward through multiple ATL and BTL touch points.

SkyCity

Campaign  , Communication  , Identity  , Nomenclature
Goyal & Co, Ahmedabad Real Estate

Sky City is a 104 acre residential development in the city of Ahmedabad. We named the project Sky City, where one discovers ‘lighter living’. The visual identity was conceptualised to express the expanse of land in the form of isometric rhombuses. The symbol thus has an architectural reference. The wire frame line form is suggestive of lightness, referring to the theme of the project. The visual treatment of the line form also gives the symbol a sense of continuity and the elegance of an emblem.