When Adobe approached me to create a recruitment ad for a newspaper, what they didn’t anticipate was a high impact and most relevant installation idea that would create tremendous word-of-mouth and get viral.
When a company like Adobe owns beautiful iconic properties like Flash, Illustrator, DreamWeaver etc. that the world swears by, let them talk for themselves. The fact that these icons are brightly coloured boxes, would make this ambient idea fabulous to the eye and unmissable.
TALENT CANNOT BE BOXED IN. At Adobe, you have the freedom to create. Keeping this idea as a public installation helped add that secondary level dimension.
The newspaper went out of the window and hiring truly went out-of-the-box with these 3D LOGO BOXES FOR HIRE installations at central business districts and office complexes.
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