When High Street Phoenix was launched in Mumbai in 2003, it was the city’s first mall. A family destination, the mall offered excellent shopping, food and entertainment options spread across its large surface area. Every member of the family could spend quality time as they wished to and for as long as they wanted to.
I was tasked to design an enduring identity for the mall, one that would withstand the test of stiff competition in the days to come.
The logo : The symbol lay in the name itself. Phoenix, a mythical bird that rose from the ashes, finds pride of place in a smart, tight wordmark.
The tagline: A DAY WELL SPENT
Not only does this delightful pun encapsulate the wholesome mall experience for one and all, but it also reminds the visitor that there are more than enough engagements that could fill up an excitingly productive day.
Today after 11 successful years, this identity and its benefit of ‘A Day Well Spent’ still stands strong and true to millions of shoppers who have made spending a weekend at High Street Phoenix in Mumbai’s Lower Parel, a ritual the entire family looks forward to.
Client : High Street Phoenix
Agency : Lintas Direct
The ‘tree of life’ seen through the eyes of a medical research-based company. A vivid interpretation of rational science and life in a delightful blend. Tesvgen, headquartered at Boston, is at the forefront of hormonal medicine working tirelessly to improve the efficacy and dosing in testosterone treatments.
MOLECULAR TREE. While the molecular tree in itself represents life, its molecular foliage akin to ‘fruits’ at the end of each branch, signifies a dose. That is what rejuvenates patients as well as keeps the tree lively. An eternal symbol of life sustenance in a never-before seen form.
The tree is an abstraction of the letter ‘T’ of testosterone and Tesvgen and denotes solid, positive growth. This symbol indicates health and vitality after treatment, using molecular science.
The color red has a strong symbolism with life and vitality. Being the colour of fire and blood, it is associated with energy, strength, power, determination as well as passion, desire, and love. A very emotionally intense color, it is known to enhance human metabolism and its transparency in the symbol’s rendering signifies the flow of energy.
Client : Tesvgen Inc.
Agency : Phenomenon Brand Architects
DLF City V (as in 5) is a premier residential project akin to a mini city in Gurgaon, near New Delhi. Spread over acres and acres with its own sprawling golf courses, it promises its residents a lifestyle that’s reminiscent of modern living in the world’s best cities.
DNA of V (5) : Apart from victory, V as a Roman numerical exhibits ‘Freedom in action‘. It is characterized by the following traits: Playful, freedom, adventure, growth, energy, imagination, individualism, flare for living and enjoying the good things in life.
All these qualities when ingrained into a residential plus commercial property, make it a sanctuary that people would love to belong to.
The logo : As the city is about celebrating living, the logo symbol is infused with ‘active’ life elements, traits of V (as a Roman numerical). It symbolizes an assimilation of the city through its 4 quarters or drives; rendered in a neo-classical art bent with naturalistic ornaments.
Each drive (quarter) is in essence a free-flowing V within which life buzzes through various activities relating to that particular drive – Golf, Park, Residency, Horizon (offices) – and crowned by a symbol representative of that drive. The 4 drives (quarters) integrate to form a classical diamond form that has an elitist expression about it, reflecting the premium habitation of the city.
The copper color is enrichment on the color orange that is associated with V (as a Roman numerical) and reflects a bright, cheerful and positive nature. Font Perpetua balances the branding, lending an elegance to the name worthy of the magnitude and scale of the place.
This project was part of a wayfinding and environmental design pitch.
Client : DLF Group
Agency : Phenomenon Brand Architects
After 60 years of partnering healthcare globally, Ipca (INR 3,000 Cr company) wanted to modernize its image in keeping with the changing times. The new identity must be not only be relevant to Ipca’s business in India but in over 110 countries where it operates.
Why :The old brand identity had its roots in the pharmaceutical company’s foundation-setting mission that has seen Ipca partnering healthcare globally since decades. Today with Ipca having expanded geographies, embraced new cultures and set global standards, a more relevant and dynamic expression of this evolved organization is called for.
Genesis : For over 60 years, human life has been the raison d’être for Ipca. The organization’s ethos is firmly intertwined with life’s DNA while R&D and scientific advancements power its pharma engine.
New Symbol : The butterfly represents life at its energetic best. At its heart is a molecular structure endorsing Ipca’s pioneering research work. The butterfly is in flight, matching the soaring aspirations of contemporary Ipca. The light Ipca blue colour is associated with health, healing, tranquility and understanding, in addition to wisdom, trust, loyalty and confidence. Essentially, traits that are second nature to a pharmaceutical organization.
New Font : A modern font, Myriad gives the Ipca logo a smart, avant-garde styling and makes for easy recognition as well. The power colour black lends gravitas that the long established, successful organization aptly deserves.
New Tagline : A DOSE OF LIFE. It’s a concise yet evocative expression that communicates Ipca’s key reason for being in a clear, direct and engaging manner. It defines what the organization strives to achieve every day. As the world’s largest manufacturer of Atenolol, Chloroquine Phosphate, Furosemide and Pyrantel salts, this statement of purpose is reflective of what fires Ipca to discover, develop and deliver new drugs to ensure human life bounces back to its healthiest best.
Launch :Ipca’s new identity was launched in October 2011 at CPhI, Frankfurt to international acclaim. It signified the coming of age of the company in a decisive and visionary manner.
And the butterfly officially takes flight.
Specially designed molecular chairs and table synonymous with the logo design.