Design Impact
The Design Impact Awards was repositioned to give rise to the Design Impact Movement—a larger, continuous effort as opposed to a biennial event, resulting in a format that is constantly evolving and immersive. The Movement provides a platform with learning and networking opportunities for the Indian youth.
AGENCY / ART DIRECTION
Lopez Design
CLIENT Titan
How do we give a bold voice to an initiative that addresses SDG-based problems across the different sectors of the Indian society?
The identity for Design Impact speaks to the youth in a contemporary tone while urging them to design for social good. Recall through repetition was the central idea behind the logo. It embodies growth and impact through multiplication. The logotype is flexible to adapt to its derivatives.
The identity for Design Impact speaks to the youth in a contemporary tone while urging them to design for social good. Recall through repetition was the central idea behind the logo. It embodies growth and impact through multiplication. The logotype is flexible to adapt to its derivatives.
Although a basic identity for the initiative was in place, it needed a robust visual language that ensured consistency across multiple touch points. I was involved in building the visual system and strategy for different touchpoints.
VISUAL LANGUAGE
The visual system borrows from the arrow element in the logo and is supported by fresh colours and bold typography. A custom vector built along the lines of the typeface, the arrow doubles up as a glyph and a graphic element. The arrow can assume multiple roles in a visual– an identifier for the initiative, a container for imagery and text, a visual marker for statistics and a directional indicator.
The visual system borrows from the arrow element in the logo and is supported by fresh colours and bold typography. A custom vector built along the lines of the typeface, the arrow doubles up as a glyph and a graphic element. The arrow can assume multiple roles in a visual– an identifier for the initiative, a container for imagery and text, a visual marker for statistics and a directional indicator.
GRID SYSTEM
An underlying grid system adds a structure that helps extend the system to accommodate different kinds of touchpoints. Evocative Indian imagery from diverse backgrounds as well as candid photography of young people sets a contemporary premise for the communication.
An underlying grid system adds a structure that helps extend the system to accommodate different kinds of touchpoints. Evocative Indian imagery from diverse backgrounds as well as candid photography of young people sets a contemporary premise for the communication.
Design Impact needed a tone of voice that accommodates the urgency as well as the diversity of the context. A round of brainstorming and deliberation led to the following keywords: Friendly, informal, witty, resourceful, conversational.
SOCIAL MEDIA COMMUNICATION
The communication was classified into clusters which possibilities for building a grid system based on the nature of the content.
The communication was classified into clusters which possibilities for building a grid system based on the nature of the content.
LOW-DENSITY CONTENT (5-10 WORDS)Call-to-Action, Announcements, Reminders
Captions and Description
Descriptions, Features, Personas
MEDIUM-DENSITY CONTENT (10-20 WORDS)
HIGH-DENSITY CONTENT (30-40 WORDS)
DESIGNING AN EXPERIENCE
Reimagining the offline event for Design Impact in a post-pandemic time paved the way for a new, sustainable format. Scrapping the use of traditional event banners and standees would help in optimizing the use of resources. Projection mapping and VR headsets would create an immersive experience.
Reimagining the offline event for Design Impact in a post-pandemic time paved the way for a new, sustainable format. Scrapping the use of traditional event banners and standees would help in optimizing the use of resources. Projection mapping and VR headsets would create an immersive experience.
AR FILTERS
Augmented reality has become more accessible through the growing popularity of face filters. For Design Impact, this could be a fun way of extending the brand and engaging with the audience through interaction.
Augmented reality has become more accessible through the growing popularity of face filters. For Design Impact, this could be a fun way of extending the brand and engaging with the audience through interaction.