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Visual Identity design for the Cultural Ed-Tech Startup — Abhyasak

ABOUT THE BRAND ABHYASAK

Abhyasak is a pioneering start-up venture by Codemischief Software Solutions, based in Pune. This initiative is a heartfelt endeavor to pass on the rich heritage of Indian culture and arts to the next generation. Abhyasak offers an innovative online platform, available both as a website and an app, where children can learn traditional Indian arts and crafts from the comfort of their homes. Through engaging and interactive content, Abhyasak aims to nurture a love for Indian cultural heritage in young minds, ensuring these timeless traditions continue to thrive.

THE PROJECT

This project was completed as my final year graduation project at

the National Institute of India, Ahmedabad.

The project's scope encompassed two primary areas:

 

1. Brand Name and Brand Articulation

  • Conducting the necessary workshops to gather insights and ideas.

  • Developing alternative directions for the brand name.

  • Providing inputs for effective brand articulation.

 

2. Visual Identity of the Brand

  • Crafting a visual identity by creating various alternative concepts.

  • Establishing guidelines for the usage of the visual identity across different media and touch-points.

 

This comprehensive approach ensures that the brand is not only well-defined but also visually consistent and appealing across all platforms.

THE VISUAL IDENTITY

The brand logo

The brand wordmark

THE CORE MESSAGE OF THE BRAND

After conducting a series of brand naming and articulation workshops with all company stakeholders, we iterated several times to refine the brand's core message. This process became a crucial element of my primary research for the visual identity design exercise.

Audience relationship insights

The target audience includes migrant parents within India, those seeking cross-state cultural education, parents wanting to preserve their state's culture, NRI parents seeking cultural connection for their children, and those valuing or needing education on extracurricular skills for holistic growth.

COMPETITIONS STUDY

We compiled a comprehensive list of all potential brands and competitors, categorizing them into horizontal, vertical, and indirect competitors. We meticulously analyzed their websites, apps, billboards, and other touchpoints to understand how they maintain their visual language through logos, illustrations, and photography. This thorough analysis provided valuable insights into the audience preferences that these brands cater to.

Conceptualisation through Keywaods and mindmapping

After completing the brand articulation process, understanding the business model, and conducting a comprehensive competitive analysis, we gained insights into the interrelationships between stakeholders and identified the potential touchpoints for applying the visual identity. This exercise enabled us to generate meaningful metaphors and grasp the semiotics of the brand through thoughtful exploration and key concepts

Brand Personality

1. PARENTAL
2.DESI/ INDIAN
3. PROUD
4. FRIENDLY
5. CREATIVE
6. LEARNED

 Tone of Voice

1. DESI/ INDIAN

2. UNUSUAL

3. APT

4. INFORMAL

5. CONFIDENT

6. PLAYFUL

 Design Criteria

1. LIGHT

2. WARM

3. FLEXIBLE

4. CASUAL

5. FRESH

6. ENLIGHTING

THINKING ON PAPER

We began exploring various visual forms through rigorous sketching, drawing inspiration from the visual cues and metaphors generated during our mind mapping exercise. This phase was the most engaging and exciting part of the entire design project.

ALTERNATIVE CONCEPTS

We developed eight unique concepts for the initial presentation to the client. Each concept is meaningful and inspired by the visual cues related to the brand's core message.

THE SHORT LISTED CONCEPTS

The following two concepts were shortlisted after internal reviews, feedback from guides, and initial client presentations:

Dynamic Form, Movement, Joy, Indianness, Indic languages, Free- flowing, energy

Parental, spiritual, calm, Indian, warm, safe, symmetric, balanced, discipline

THE IMPROVISATION IN THE SELECTED CONCEPT

Based on the feedback and reviews, we refined the selected concept. To make it more friendly, warm, and flexible, we added gradients and softened the edges to create smoother, curvier forms, making the overall design more welcoming

THE COLOUR PALETTE

THE LOGO

THE WORD-MARK

THE TYPOGRAPHY

Nunito Extra bold typeface is used for primary texts for the band

THE VISUAL LANGUAGE

For defining the visual language for the brand, considering all the touch points, it was required to generate the tertiary colour palette. Its is mostly used in the background along with the selected colour gradient strokes in the foreground. 

THE TERTIARY COLOUR PALETTE 

THE PATTERN LIBRARY

For the constant application across various touch-points the patterns library is created.
Depending on the size, resolutions and the aspect ratios different patters can be used.

THE GUIDELINES TO GENERATE BRAND VISUALS

The key brand element is the gradient stroke, it has been defined and considered as a part of style guides for creating the brand visuals For expanding the pattern library and creating brand visuals by different  designers this was the much needed tutorial.

THE SUPPORTING TEXT

For the supporting text of the brand Puffin-Display bold typeface is chosen. Only text in the selected gradient format standalone can represent the brand.  

APPLICATIONS OF THE DEFINED VISUAL LANGUAGE :

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