ASSOCHAM DESIGN LINK - Adding value

Original Article from Business India - October 31st.

Design contributes great value to business/ was the underlying statement at the Design Link, held recently in Mumbai and organized by the ASSOCHAM (Associated Chambers of Commerce and Industry of India) National Design Committee. The meet held that with innovations ruling the marketplace today, along with thriving competition, companies need to realize the value and potential of product design and integrate that into their business models. Speakers from leading business houses, as well as independent design studios demonstrated this by talking about how design can be used as a powerful management tool to create world class brands, products and services.

Until now, design was associated with industries like fashion, apparel, home decor, etc. But its use extends to much more than that; whether it's retail or even real estate. Companies like Titan Industries, Mahindra & Mahindra, Godrej, Asian Paints, Tata Motors, etc, have incorporated product design into their business strategies successfully, showing how it reflects on sales growth and long-term benefits for businesses.

The evening saw presentations ranging from brand building through design, to product engineering and design and even interesting insights on bridging design and business in the workplace. Revathy Kant, design head, Titan Industries, spoke about the growth of Titan Raga as a brand and how, through innovative and trend-setting designs, the brand has seen a growth of over 30 per cent. They now aim to take it further and become a Rs.5,000 crore brand. "Design strategy needs to be aligned with brand strategy. Today, contexts have changed. Design isn't just cosmetic and it can lead to more value creation," she says.

Speaking about business in design, Alpana Parida, president, DMA Yellow Works, Future group, spoke about how design can explode markets and change consumer behavior. She emphasized that we often miss opportunities because we consider design the last factor. "Organizations that don't embrace design will have to work harder to create value," she said.

Astrology Website joins the New Media bandwagon

JagjitUppal.com, an online Atrology site is the latest site out from the digital team at DMA Yellow Works. Promoted by Mr. Jagjit Uppal, a prominent astrologer who grew famous with his programme "Bolen Taarey", on Zee TV in 1992-93. His consulting practise has grown significantly and now reaches international destinations as well.

The key challenge for the DYW Digital Branding team were as follows -

• Aesthetically make the website more appealing
• Upgrade the technology to ensure that the website became CSS compliant
• Ensure that the website was compatible for Search Engine Optimization
• Link the site to an online transaction engine

Here is a quick look at the before and after -

Website Usability and Task Analysis were used to make the site more organized. The redesign has resulted in increased time on site, greater search engine reach, which has resulted in more than 3000 hits on the day of the launch.

To develop an Astrology website like this, contact DMA Yellow Works.

Advertising has ceased being as effective, and the costs have escalated: Alpana Parida, DMA Yellow Works

From Exchange4Media - Oct 07, 2010

Design and branding firm DMA Yellow Works, part of the Future brand network, has been focusing on creating business solutions through design and branding. The agency has created brand experiences that encompass packaging, retail solutions and communication leading to success at the purchase moment. Alpana Parida, President, DMA-Yellow Works, shares her views on the challenges in coping with the Indian market for design and its vision for DMA in India.

The agency has a roster of blue chip clients such as Dabur, HUL, Heinz India, Air India, Unilever, Godrej, Marico, ITC, Amul, GlaxosmithKlien, Diageo, and UB, among others, creating holistic brand solutions for all.

On tackling conflicting business interests, Parida said, “We have created watertight vertical silos with aligned strategy, creative and marketing teams, who do not work on competing businesses. Additionally, we have elaborate security systems in IT. Also, we typically work on short term projects and ensure that no direct conflict occur for that period.”

Sharing recent developments, Parida said, “We are the only international agency for General Mills US, and now we are starting an exchange programme for design talent with a US based design house. In that regard, we have already recruited an advertising talent from Saatchi & Saatchi, New York.”

According to Parida, to get clients to see design solutions as smart marketing solutions gave them the biggest bang for the buck and not just aesthetics. She said, “Advertising has ceased being as effective, and the costs have escalated. There are simple, but very effective design solutions that can create a disproportionate market impact, but still allocate 85 per cent of budgets to ATL and 15 per cent to BTL. Usually, this part of the budget is a footnote, with tactical interventions and no real strategy.”

However, Parida did agree that design industry in India was still seen as only being in packaging design and identity creation. But she asserted that design solutions could encompass everything – from advertising to organisation design.

She further noted that surprisingly, some of the largest and most sophisticated marketers were letting the digital design opportunity go. “Digital design is not just websites and e-mailers, it is also about creating social communities, online review systems and promotional activities that actually drive offline sales,” she stressed.

Commenting on several ad agencies starting their individual design cells within the agency, Parida said, “I am not sure if the best talent goes there. But as per my experience, best talent is still reserved for the 30-second ad film.”

Speaking on the vision for DMA-Yellow Works, Parida stated, “The vision is to become strategic brand partners for all our clients and become the biggest brand solutions firm in the country.”

Thums Up - New Logo

DYW works with India’s largest selling carbonated beverage to reinterpret thunder
The task was to reinforce the brand values and assist the leader in its responsibility to take its consumer ahead in time. Though there wasn't any direct need for a rejuvenation exercise, the brand's leadership thought differently.

On carrying out an audit of the brand, its consumer and communication - DYW discovered the need for a contemporary boldness to enhance the brand’s core value of “more dum/power”.

The solution began by first rejuvenating the brand imagery subtly. Herein the need was to drop any clutter around the logo and provide a stronger and more forceful vocabulary.
What you will see in the market is a shedding of the thunderous shadow (which held it back, rather than propelled it forward), the fine tuning of the hand silhouette (from the workman like to a more youthful and relaxed silhouette) to a refinement of the typeface (from the archaic to the modern and contemporary). The change is also reflected in the baseline and the PVC bottle labels, which build on the masculinity and strength of the brand, making the brand vocabulary clearer, assertive and modern whilst remaining rooted.

This has led the brand's new summer 2009 campaign - supported with a forceful theme and promotion TVCs to achieve even a closer connect with its loyal audience.

Truly a leader taking its consumer ahead in time and consolidating it’s leadership.