LIVING TYPOGRAPHY by DDB Mudra Group Mumbai for Mudra Communications

LIVING TYPOGRAPHY

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Group Head Nishant Jethi
Executive Creative Director K.b. Vinod
Creative Director Deepak Singh Dogra
Released December 2010

Credits & Description

Category: Logo Design
Advertiser: MUDRA COMMUNICATIONS
Product/Service: SELF PROMOTION
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Dec 21 2010
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: K.B. Vinod (Mudra Communications)
Creative Director: Deepak Singh (Mudra Communications)
Creative Group Head: Nishant Jethi (Mudra Communications)
Senior Copy: Aalap Desai (Mudra Communications)
Freelancer: Amit Pandya (Freelancer)
Media placement: Logo Installation - Outside office - 1 January 2011

Describe the brief from the client
To design logo for design consultancy Water.

Describe the challenges and key objectives
As a design agency, the objective was to demonstrate creative thinking and innovative design solutions to target audience. It also became a memorable calling card for the design agency.

Describe how you arrived at the final design
An idea called 'Living Typography' was developed. Hollow 3D alphabets that could also act as a bird's nest were created. Appropriate alphabets were send to target audience. They could keep it outside their house as their nameplate or house number. This nameplate/House number also acted as nests for birds amidst concrete jungle of the city.

Give some indication of how successful the outcome was in the market
1. 20 existing customers and 100 potential customers were reached.

2. We received warm notes of appreciation from almost all recipients.

3. Our design became part of the living space of half of the recipients and we provided home for hundreds of sparrows.

4. 11 potential customers inquired about our services.

5. We signed on 3 of them so far - and are in conversation with many more.