Looking back at an exciting weekend at Vijaybhoomi University where our founder, Preeti Vyas shared a glimpse into the rapidly evolving world and how it's the "most exciting as well as challenging times in history of the planet."
What is Design Thinking, and how can it help a brand/business?
Design Thinking is a management tool that persistently helps evolve, innovate and outpace change to cruise across choppy business scenarios. It is a human-centric way of solving business problems using the power of design. Think of it as an easy way to solve complex business problems.
Why Design Thinking is the best way forward?
What does it involve?
How does it help a Brand or Business?
What is Designomics?
Designomics is VGC’s proprietary process where design thinking is used to create solutions for complex problems as a branding agency. Apart from being a knowledge and an award platform, today Designomics also forms the foundation for any strategic exercise that VGC, as a marketing agency in Mumbai and Bangalore undertakes. It also endorses the value of strategic integration of Design in Business. It started as an initiative to showcase the effectiveness of design in and for business.
Learn how you can use the power of design thinking through the Designomics workshops. Get in touch today to learn more.
BITS Pilani, an Institution of Eminence recently announced their foray into business education with BITSoM (BITS School of Management), a global business school based in Mumbai. The new age institution will be offering a residential two-year MBA Programme at par with the leading business schools in the world. Carrying forward the BITS Pilani legacy of excellence, BITSoM will be led by its Chancellor, Mr. Kumar Mangalam Birla and an esteemed Governing Council. The business school aims to offer world-class business education blended with new age knowledge that encompasses tech + design + data, and brings together world-renowned faculty, an innovative curriculum and more, to shape the next generation of visionary leaders.
VGC came on board as brand partners to BITSoM, to help develop the brand mandate and launch the business school. Starting with an in-depth strategic exercise, the brand was created in close partnership with the BITSoM, 9Dot9 and Aditya Birla Group teams.
BITS Pilani has been synonymous with excellence for decades now. VGC's core task was to strategically carry forth aspects of this legacy into a new, future-focused brand without directly linking the two. In order to strategically position the brand, VGC undertook an in-depth research exercise, studied the market, category & competition, and spoke with students, faculty, recruiters, an exam administering body and many more, both in India and abroad. The insights revealed that people preferred a brand that was inspired by heritage, yet modern at the same time. These insights were then used to uniquely position the brand and also to develop BITSoM’s vision & mission.
Leading from the brand positioning, in order to develop the new identity, VGC identified key aspects of the new brand and brought them to life through relevant symbolism within the concept of heraldry (an ancient practice, still in use, where elements of nature that have specific representations, come together to create a unique crest or symbol that collectively becomes an identifying mark for organisations, families or even governments). The symbols taken forward were the Tiger - representative of India, leadership, agility & vision, and the Sun - representative of new beginnings, a fresh approach, the origin & energy. The brand identity collectively represents BITSoM's origins, it's global outlook, future-focus and emphasis on moulding next gen leaders for a new age world. While the initial ask was to create a brand identity for a business school, VGC went a step further and delivered a brand that is entrenched in key insights, new age symbolism and a focus on the future.
Group Mentor, Vice Chairman, Hindalco and Chairman, Business Review Council, Aditya Birla Group, Mr Debu Bhattacharya had this to say about the brand exercise and working with VGC – “As we launch BITSoM, I would like to acknowledge with thanks the wonderful role that VGC has played right from the word go in developing the Brand, the logo, and the creatives! The team has been like our extended arm - available always and responding rapidly and with precision. Wish the organization all the very best.”
Apart from developing the brand's strategy and designing the brand identity, VGC also created a compelling launch campaign and plan for BITSoM. The campaign went live in the last week of January/first week of February and was designed to stand out from any other communication in the education sector. The launch ads highlight the multiple USPs of the new brand and is aimed at students who are considering doing an MBA in 2021.
“It was an honour to be invited to design the positioning strategy, branding and communications for Bits Pilani’s launch of a new age school of business in Mumbai. Our Design solutions endeavour to combine the legacy of an iconic institution with contemporary accents in keeping with the times.” Said Preeti Vyas, Founder & Chairwoman, VGC.
The brand universe that VGC has created for BITSoM covers the entire brand & communication ecosystem, so that BITSoM can not just survive, but thrive and work towards its goal of becoming a top 10 global business school, based out of India.
Linen Club, India’s linen pioneers have been around for more than 60 years. With a rise in competition & an influx of look-alike blended linen brands in recent times, they needed to differentiate themselves through a renewed brand expression and reclaim their leadership position.
Being brought on board as their Brand Strategy and Design Agency, we needed to extend their new positioning, ‘Passionate about Linen’ across the brand’s visual expressions. Our tasks included the Identity design for the entire brand portfolio, their brand architecture, retail extensions, and packaging which also covered respective product architectures.
We started by understanding the consumer groups and their relation with Linen. At the top of the pyramid were absolute Linen lovers, these were successful and passionate individuals who valued authenticity and appreciated pure linen. Next were the Linen aspirers, who as the name explains, used linen occasionally to stand out make an impression. The last consumer group covered the non-believers, who were driven away due to the perception and functional barriers of the fabric.
We also met with key stakeholders and learnt about the rich origins of Linen and their vision for the brand. Our in-depth research helped identify perception markers for the category and the brand, as well as highlighting that Linen Club, with its expert credentials, history, and wide product offering had the perfect mix to reclaim its leadership position.
The objective of the exercise apart from building brand preference within the category was also to broaden the base to recruit new users into the brand. Hence, the brand strategy aimed to help the brand make a switch from owning linen as a product to owning linen as a mindset, broadening its spectrum of offerings. Our recommendations also included consolidating these offerings under a Hybrid brand architecture, allowing efforts to be focused on growing the parent brand - Linen Club.
The need of the hour was to gear the visual and experiential expression of the brand to a larger and younger audience, whilst retaining the heritage of this legacy brand. For the new mark, we took inspiration from the pioneering legacy of Linen Club, the fabrics’ European lineage, natural origins, and limitless style statements. The codes of authority and heritage take form though the shield, while the flax stalk and flower represent the flax fields of Europe, embodying the story of its origin.
The logo is visualised in a colour and form that is elegant and contemporary, with the promise of an enduring classic. Much like the brand and Linen itself.
Developing the packaging was a crucial aspect of this landmark project. A deeper look at the brand’s offering revealed its scale and width. The brand architecture exercise laid the foundation for the packaging as the portfolio had now been simplified. The initial ask included identity extensions on the packaging across the fabric and apparel business; we used this as an opportunity to upfront the breadth of the portfolio while also breaking away from category associations like limited colour palettes.
GEARING UP THE BRAND FOR ITS READY-TO-WEAR OFFERING
With ready-to-wear becoming a strong part of fashion and retail, it was crucial for Linen Club to create a meaningful extension into the apparel segment. VGC made recommendations to simplify their apparel range offerings and also designed an impactful identity for Linen Club Studio and Cavallo Studio.
AGILITY HELPED US PIVOT THROUGH COVID-19 AND THE LOCKDOWN
For VGC, this project was truly a memorable one; not just because we love the brand and the fabric but also because the project was executed through the peak of the lockdown. The lock-down and remote working threw up a variety of new hurdles around sourcing, production, packaging, design and digital approvals, however, we have still been able to push forward and successfully launch the project.
“As we prepare ourselves for the future, we want the Linen Club brand identity to manifest our passion for linen combined with our heritage, our expertise, and our authenticity. The new identity while staying true to the core values of Linen Club, gives it credible and inspiring imagery,"
Satyaki Ghosh, CEO, Domestic Textiles (Grasim Industries) Aditya Birla Group.
"As I am personally passionate about Linen, it was an absolute delight when VGC was invited to rebrand Linen Club. Through the new logo, we have brought alive the story of Linen's European heritage, the legacy of the brand in India, and the fabric's authenticity in terms of its sustainable qualities. We then also translated it to a stylish visual narrative across a range of packaging and varied retail touchpoints,"
Preeti Vyas, Chairwoman and CCO, VGC