Grandmother India Design, Pvt., Ltd (GMI) is pleased to announce the addition of two new awards to its growing kitty. The “Designomics Awards 2012” honoured GMI for their exceptional work for ‘The Hab’ by Usha, a Retail Design project as well as for their work with Hinduja Healthcare, an Information Design project.
Both ‘The Hab’ by Usha and Hinduja Healthcare are extremely trusted and respected names in the Home Appliance and Healthcare industries respectively. GMI stood out by providing unique and memorable strategic solutions to these brands creating fresh contexts in design and communication for these categories.
For ‘The Hab’ by Usha, Grandmother India’s task was to engage a new, younger segment of buyers. The approach that was taken was to map possible areas of change where people could engage with the brand in a more personal way. Retail emerged as a key touch-point, however, there was a bigger challenge at hand. Sewing machines are a large part of Usha’s product portfolio, yet the art of sewing as we know it is fast becoming redundant and secluded to rural areas. The solution was to reinvent the art of sewing by conceptualizing a state-of-art experiential haberdashery store – ‘The Hab’ by Usha. ‘The Hab’ is a new direction in haberdashery. It is an experiential store that invites its audience to undertake fresh, youthful and highly contemporary perspectives on the forgotten art of sewing and accessorizing.
With Hinduja Healthcare, on the other hand, the brand was looking to branch into specialized services through a chain of premium boutique hospitals. This brand needed a personality that stemmed from its age old values, but approached healthcare with a future-minded outlook. Grandmother India’s approach was to coin a simple core that would determine the personality of the brand – a core which would embody the notion of “personalization’ in an age of larger, mass treatments. Taking nature as a visual parallel for well being, the Grandmother India team was able to extend that “core” and its promise to a range of customer contact points. From visiting cards to environmental graphics, creating a warm, personalised brand experience every step of the way. In the end, the Grandmother India Design team provided a modern face to an old, respected institution, to make its services relevant in modern times.
Commenting on this project and their collaboration with Grandmother India, Ms. Satya Hinduja, daughter of Ashok Hinduja, Chairman, Hinduja Group India, said, “at Hinduja Healthcare, we are of the view that healthcare is not only professional but also artistically personal too. Grandmother India Design helped us create for our customers an engagement in language and artworks that powerfully stimulates growth, emotional reparation, conflict resolution and transformation. Engaging in this inspiring, art healing approach focuses on the therapeutic effects of mental, emotional and physical well being which transforms healthcare into a less intimidating and more interpersonal relationship.”
Grandmother India Design has developed design, identity & communication for a broad based roster of brands including Godrej Properties, Interglobe Enterprise, Bombay Realty, Taj Group of hotels, Asian Paints, GoodEarth, Pidilite Industries &J.F. Kennedy, Center USA
Grandmother India was founded in 1999 and is a broad based, multi-disciplinary design and communications company based out of Mumbai. In over a decade of diverse experience, their work has covered the gamut of media and styles, from the solidly corporate to the totally quirky. From being known for their off-the-wall solutions in design, GMI has matured into a multi-disciplinary visual communication home with the ability to see communication in a holistic, broad -based perspective. GMI was born of the simple, yet firm belief that even though everything in the world is not design, it certainly could be.
Speaking about this milestone for GMI, Kurnal Rawat, Managing Director (Creative) – Grandmother India Design Pvt. Ltd. says, “we are delighted with this recognition as these are our first forays into retail design & healthcare domains. ‘The Hab’ was a special challenge, also because of the end to end nature of the solution right from the business strategy through to the design detailing.
The awards were given at a function on 24th November, 2012 at the Taj Lands’ End, Mumbai, by Preeti Vyas, Chairman VGC. The jury comprised celebrated names from both the design and business fraternity including Abhijit Bansod, Founder, Studio ABD; Pooja Tandon, Design Head, Pidilite Industries Ltd; Prof Dhimant Panchal, Director – Design Center, HOD – Foundation Programme, MIT Institute of Design and Lulu Raghavan, Country Director (India), Landor Associates, among others.
Source: mediavataar.com