Leo Burnett Design & Branding GANDHIJIFONT - DIFFERENT VIEWS, ONE VISION by Leo Burnett Mumbai

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GANDHIJIFONT - DIFFERENT VIEWS, ONE VISION

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market India
Agency Leo Burnett Mumbai
Creative Director Payal Juthani
Copywriter Anirban Sanyal
Designer Nadine Pereira
Released April 2012

Credits & Description

Category: Self Promotion
Advertiser: LEO BURNETT
Product/Service: GANDHIJI
Agency: LEO BURNETT INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Copywriter: Anirban Sanyal (Leo Burnett)
Director - Events/PR: Seema Sood (Leo Burnett)
Head - Production Events/PR: Farhad Katgara (Leo Burnett)
Media placement: Temporary Glass Installation - Public Spaces - 15 April 2012

Describe the brief from the client

Establish the strong connection between the Gandhijifont and Mahatma Gandhi, and thereby the embodiment of his values in the font through an interesting experience for the general public.

Describe the challenges and key objectives
The challenge was - how to establish to our audience that the font itself had the essence of the Mahatma.
The objective was to create awareness that the font itself was inspired by the Mahatma, and that it was designed specifically to bring alive his teachings and his vision in a way that would once again make them relevant to people of our time.

Describe how you arrived at the final design
We realised that the idea lay in the font itself, and just arranged the alphabets in a manner that seen from a particular point it would look like the silhouette of the Mahatma. Glass was used to achieve the necessary transparency so that all the layers could look like one.

Give some indication of how successful the outcome was in the market
Font downloads from the website www.gandhijifont.com saw a marked increase post the installations.