Senior Self-defence Academy Design & Branding WEAPONS by McCann Erickson Mumbai


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Industry Stationery
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ashish Chakravarty
Creative Director Kapil Batra Ltd.
Art Director Rohit Devgun Ltd.
Designer Nasheet Shadani Ltd.
Released August 2009

Credits & Description

Category: Stationery
Date of First Appearance: Aug 20 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
National Creative Director: Prasoon Joshi (McCann-Erickson (India) Ltd.)
Executive Creative Director: Ashish Chakravarty (McCann-Erickson (India) Ltd.)
Creative Director: Rohit Devgun (McCann-Erickson (India) Ltd.)
Creative Director: Kapil Batra (McCann-Erickson (India) Ltd.)
Art Director: Rohit Devgun (McCann-Erickson (India) Ltd.)
Art Director: Nasheet Shadani (McCann-Erickson (India) Ltd.)
Illustrator: Nasheet Shadani (McCann-Erickson (India) Ltd.)
Designer: Nasheet Shadani (McCann-Erickson (India) Ltd.)
Writer: Kapil Batra (McCann-Erickson (India) Ltd.)
Media placement: Stationery - Corportae Identity Kit - 20-08-2009

Describe the challenges and key objectives
The challenge lay in not only arriving at a unique attention-capturing design but a corporate identity element that simultaneously highlighted the importance of learning self-defense. Also, the design should be such that it could be carried across all items in the kit.

Describe the brief from the client
The client (Self Defense Academy), wanted a stationery kit which is meanigful and relevant. Each element in the kit should have something that captures what it stands for.

Describe how you arrived at the final design
The Self Defense Academy’s core belief was that after training here, you yourself became the most lethal weapon. And that became the idea for our creative. We arrived at a logo design that was both visually arresting and expressed this advantage of learning self defense. We created a logo that looked like a weapon but on a closer look revealed a person defending himself.

Give some indication of how successful the outcome was in the market
The unique design greatly increased the client’s visibility and outreach. It also increased the academy’s standing as a reliable place to learn self-defense in people’s minds. Consequently, there was a marked increase in the inquiries to the client.