UMBRELLA DESIGN: EVERYTHING IS DESIGN

Credits & Description:

Category: Stationery

Advertiser: UMBRELLA DESIGN

Product/Service: DESIGN AGENCY

Agency: UMBRELLA DESIGN

Date of First Appearance: Sep 3 2009 12:00AM

Entrant Company: UMBRELLA DESIGN, Mumbai, INDIA

Creative Head: Bhupal Ramnathkar (Umbrella Design)

Copywriter: Deven Sansare (Umbrella Design)

Designers: Team Umbrella (Umbrella Design)

Media placement: Visiting Cards - Not Applicable - September 3, 2009

Media placement: Letter Head & Envelope - Not Applicable - September 3, 2009

Media placement: CD Sticker & Jacket - Not Applicable - September 3, 2009



Describe the challenges and key objectives

Solution:
The backs of employee business cards become the media to communicate Umbrella's design thinking.
It is philosophy explained at first interaction.
But the purpose of having different designs on backs of the cards is also to get an insight into the card receiver’s thinking. Senior members of Umbrella offer first-time clients the option to choose the card they want. The choice gives us an insight into the person’s thinking and preference of designs - something that guides us as the relationship progresses.



Describe the brief from the client

Brief, Target Audience, Background:
To communicate Umbrella's design thinking.
The primary target audience is existing and potential clients.
Secondary: Peers from the design industry.
Umbrella operates in a market/environment where design is still an upcoming discipline and the understanding of the importance of design is still in its nascent stage.



Describe how you arrived at the final design

We sent the designers and writers out of the office and asked them to look at the world. They came back with understanding and examples of design that were transferred onto paper.



Give some indication of how successful the outcome was in the market

The market, if you can call that, was a rather limited one: Our existing and potential clients. I guess the success can be judged from the fact that most wanted multiple business cards.
And yes, we have cut down on the number of slides in our credentials presentation.