The Long and Short of it

DY Works took the idea of story telling and the concept of the idiom – ‘Long and Short of It’ to create a language that the brand can call its own.

Brand Task:
For a city that never sleeps and houses a variety of eat-out-options from all day cafe’s to fine dining to discos, pubs and lounges, the concept of a Gastrobar fitted the best to cater to the taste buds of foodies in the city. InterContinental – an ocean front boutique luxury hotel, in the heart of Mumbai’s business and financial hub making it a perfect plating.

DY Works was entrusted with this exciting brand identity project to deliver an identity that captures the true essence and mood of the restaurant. An unpretentious, casual and comfortable any time hang out that allows for stories to be born and relived

Brand Solution:
Our concept revolved around creating exciting and cherish able stories or table conversations and moments. We looked at the Idiom – The Long and Short of it, as a point of inspiration. The literal meaning , ‘The whole story, the most important point and the gist or sum of it all’ summed our core brand thought.We took the idea of story telling and the concept of the idiom – Long and Short to create a language that the brand can call its own.

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

Bringing Dreams Alive

DY Works & Sobo Films Come Together To Create Magic for the Less Fortunate and Make Their Dreams Come Alive 

DY Works partnered with Sobo Films Pvt Ltd to create a unique platform where reality TV served as the medium to bring optimism and better opportunities to the less fortunate.  Bollywood celebrities will swop roles with the common man to experience what his life is like. The amount earned in this role, through the assistance of celebrity status, will be given to the common man to help him out financially and give him a boost in morale and hope.

DY Works developed the name, something that would evoke the feeling of dreams coming true, of opportunities being made available for a commoner and the feeling of anticipation that comes with the aspiration for a better life. “Mission Sapne” combined this feeling of hope along with determination serving as the appropriate name for the show. The name also reflects the idea of the show’s creators - wanting to go beyond day to day and give back to the community and to use one’ s privilege to make another’s life better.

DY Works also created an identity that would bring this name to life and give it its ideal visual representation. The kite in the identity speaks to forward movement and progress and is apt for the show’s core purpose.  It highlights the feeling of chasing one’s dreams no matter what adversity one has experienced, thus far.

The use of gold, signals aspiration and hope as well as prosperity especially in the Indian content. This against the background of the sky – gestures towards dreams, hopes and desires, coming together to achieve more and go beyond one’s current confines.

Together the name and identity bring the feeling of cheer, development and hope, communicating the essence of the programme. 

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

Give Your Career Break A Break

We all have a starting point and we all get to the end. Most keep walking. But some take a pause. A large population being the corporate women. And it’s for these women that Cerebrand, Times of India takes an initiative to get them back @ work. Or rather Workplace. Hence, P.inc. This initiative launched in March 2014, through seminars, training workshops and access to employers will provide career resources and a service support system to mid-career professional women enabling them to overcome challenges and return to working life.

We too at DY Works believe in setting the ball rolling. Building the brand by manifesting the corporate identity through logo and website template design of P.inc and P.inc Talking Tour, a unique look and feel was developed.

 Our challenge was to create a progressive P.inc brand that balanced empowerment and endeavor, yet contemporary - positioning P.inc as the ‘restart platform’. In order to create the brand framework, we had to understand its objectives and nuances: ambitious, desirous ex-working women wanting that one push towards their career. Next we deciphered the triggers and deterrents of our target audience to establish the logo design that depicts the vision, mission and values of P.inc clearly.

The use of colors, Grey & Pink, inspired from the corporate world and womanhood, was the perfect branding exercise. P.inc is an initiative to help women reclaim their professional identity. The logo brings out the true spirit of a woman without undermining her confidence and aspirations. It’s a strong visual identity, hard to miss. Just like the women it talks to.

This was translated to the entire brand framework which included a new brand identity, clear brand positioning, stronger brand architecture and definite brand guidelines.

And, taking it forward, the first Talking Tour was held at WeSchool, Mumbai, a significant engagement program where a team of expert panelists discussed important aspects in the areas of female employability and gender balance to a 700+ audience.

With everything revolutionizing around us, it’s time that women on sabbaticals go back and get the life and career they deserve. And we in our own capacities should keep motivating and encouraging them to do so. Like we say it at DY… Don’t  Stop.

By
Prabha Kadam
Brand Partner
Integrated Corporate Practice
DY Works