Honoring women of excellence

A  power packed evening to honor women achievers across all walks of life - An Award for Women, Voted by Women.

 

Brand Task
Kelvinator and SoBo Films wanted to create a power packed evening to honor women achievers across all walks of life - An Award for Women, Voted by Women.

The show called Stree Shakti Womens Awards 2014, was to be a mix of power packed performances, awards and video profiles, including background stories of the awardees.

DY Works was entrusted with the task of coming up with the brand identity for Stree Shakti - one that would encapsulate the essence of the new age woman and her various facets and roles.  The mandate was to avoid the existing clichés and reflect contemporary values of  woman achievers.


Brand Solution
DY Works decoded the terms ‘Stree’ and ‘Shakti’ and how these manifest the personality, drive and essence of women achievers, to then create an identity that would reflect all of these traits. This identity captured the idea of an age old theory of how the combination of body, mind and soul come together to create a force that makes one go beyond the call of everyday duty.

Brand Insight:
Nature has three main elements – Air, Water and Earth. These power Nature in being the way it is – powerful, productive and permeating.

In the same fashion, the combination of the power of a body, mind and soul make the individuals and groups that Stree Shakti Awards seeks to identify and honour. Using this idea with the visual inspiration in a ‘propeller’, the identity reflected and celebrated women and their many traits.

Taking the concept of the triad that makes up the body, mind and the soul, we see it essentially as the propeller that drives. Mapping it to the various facets like grit, hyperkinetic liveliness, flexibility and fluidity that make the achievers who they are, the logo and the identity have come into being.

It also about the many facets and arenas where the spirit of empowerment can manifest itself whether it is by mentoring, inspiring or by personal achievement.

Impact:
The logo has been well received, in fact,  noted lyricist Gulzaar Sahab was inspired and enamored by it as well!

DY Works is Brand Strategy & Design Firm based out of Mumbai

CREATE, EXPLORE & INTERPRET

An identity brings purpose to life. It defines ones existence and shapes the corresponding behavior. A person’s identity is his/her name that is accompanied by the specific characteristics possessed by the person. If we look at brands, there in we see the projection of its identity in form of a visual mark, which is popularly known as LOGO. Logo is a mark that represents the identity and behavior of the brand for which it is created. It’s the start point from where the world of brand personality originates.

Each brand has its own category premises in which it breathes and a core brand essence that acts as a soul. They are living beings in their own way. These brands affect numerous lives. Thus, it should be unique, memorable and relevant to its context. With this the challenge is to adhere to category codes but create differentiation that can lend some unique character to it. This pinch of uniqueness should help it to get registered in the mind of the consumer and also prompt quick recall.
Logo creation is one of the important aspects in design industry. If we think in practical frame then we may put across this statement that the logos are created by integrating visuals/symbols with typography. Wikipedia/popular sources defines logo as a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Though it belongs to the design domain, logos have crucial implications on human psychology and business generation.
Let’s look at these examples and see how logos occupy visual memory space and surprise us at various instances.
Examples: