Hasta La Creative!

As a business, it’s essential to stay on top of what’s happening and to move with the changes taking place.

The show will be recorded in the empty Broadway theater where it had been playing in previews, and still plans to open in May 2021.

Marketers have been suffering from FOFO (Fear of Finding Out) for a long time. A term familiar in the medical community to describe the psychological barrier that stops people from seeking medical advice for worrying health conditions, FOFO is the complete opposite of FOMO (Fear of Missing Out). What drives FOFO is twofold. First, it…

Tory and Michael Waxman are the kind of professional power couple that you might read about in The New York Times and be suitably envious of. She is a successful veterinarian with degrees from Cornell and University of Pennsylvania. He is a Yale-bred software engineer whose enterprises include Grouper, the dating app funded by Y…

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Airbnb Is Renting Out Blockbuster’s Last Location for a Heavy…

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you’re reading this online or in a forwarded email, here’s the link to sign up for our Wake-Up Call newsletters.

TikTok might not be winning over President Trump, but it sure beats its Instagram copycat for making and sharing short videos.

Film
Bonds

Bonds are famous for making very comfy undies. Our undies vary in style, size and colour but there is one variation we do not cater for. A variation in men. Because, yes men are all born equal, but a few hours after birth some are slightly modified. They lose a rather small part of their….skin. Other underwear companies have neglected the fact that these men might need a little more protection downstairs. But not Bonds. Bonds is finally creating a range of even more comfy underwear designed for men missing this extra piece of epidermis.

Advertising Agency:Clemenger Bbdo Melbourne, Australia
Production Company:Guilty
Producer:Jason Bryne?
Director:Tony Rogers
DoP:Joey Knox
Stills Photographer:Christopher Tovo
Post Production:Sam Coates
Finish:Sam Coates
Sound:Squeak E Clean 

Tell us a little about your outfit EtchDesign. What do you do?
We are a communication design firm inclined towards almost everything thatis vaguely related to design. Armed with a team of passionate experts, we offer a diverse mix of the tangible and intangible aspects of design – from branding & identity design to environmental & spatial design, event design & event collaterals to packaging, print, web interfaces and digital graphics. Not limited to just this, we like to get our hands into every newfangled idea that comes our way.
We love to collaborate and work with inspired photographers, copywriters, printers, architects and other creatives who bring sparkle to our ideas and can make the end result better than imagined.
Our pursuit to capture the spirit of what our clients want to communicate is strengthened by the relationship we share with them.
We are all about building that great experience.

What made you start EtchDesign?
Ever since I understood design, I loved it and wanted to be a part of it. After getting into NIFT (in one shot – woohoo), I became even more confident of my passion. After some valuable work experience at various companies, I set up my own studio, one of the first communication design studios in Jaipur city.

Tell us about your designers. Did they go into fine art or design schools? How do you pick them up?
Yes, all our designers went to Art Schools. We absolutely love our vibrant and energetic team.
We pick them to work with us when we see the same passion towards work that we have.

Can you tell us the process of building a design language for a brand?
Building a design language is a lengthy but extremely enjoyable process. We start with conducting a casual interview with the client, where we ask them a bunch of questions about their brand in order to understand their aesthetic and what they envision with the brand’s future. This step is taken very seriously at our studio as the brand language is the true identity of its owner. Then we get our hands dirty with a lot of sketching and lots of colour stories. Once client and we arrive on the same page, we iterate the final logo series along with the entire brand guidelines and complimentary collaterals.
At the end of this process, we would have woven a beautiful brand story and given birth to a unique brand.

How important is the focus on good design in EtchDesign?
We feel passionately about each of our projects because for us design is not just about the aesthetics, but also the meaningful content woven into it that tells a story. We do this by drawing upon the wonderful and varied inspiration all around us to create designs that stir the mind and the heart.
Knowing that change is the only constant, we evolve as we work. We experiment, explore, and we take joy in the rewarding experience that comes with the process of creating beautiful things for our clients and ourselves.

What does EtchDesign do which sets it apart?
We do every project with equal passion, as if it were our own. While at it, we ensure that we add our fun and positive vibe to it too. We make every design process a unique and interesting one, even for our clients.

Tell us something about Design in the Digital Era.
Well, design in the digital era could not have been more important today. Being flooded with all the online information, effective design is the biggest way to catch valuable attention.

Were there any particular role models for you when you grew up?
My father has always been my role model and is still one today. He is the most intelligent man I know with all the important acumen and ethics one needs for business. I strive to be as successful as him one day.

Who was the most influential personality on your career in Brand Building?
I have been fortunate that my now husband (then best friend) helped me carve the brand language for my studio. He even came up with the name during a random conversation we had.

Do you work with any advertising agencies? Or mostly directly with brand teams at clients’ side?
We work directly with clients.

What do you feel about the state of design in India? Do you feel that our collective aesthetics need to improve?
Design in India is great, but the aesthetic is limited to only few of the good design schools. The other institutes teaching design are doing such a quick job at it, that they seem to forget to teach the importance of aesthetic in any design, be it big or small. We collectively as a community need to work on improving that.

Any other Indian design firms that you admire?
Lots lots! Ladyfingers Co, Design Pinata and Thought over Design to name a few…

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Communication Design is one of the most fun career options with something new everyday. So if you have a flair for art then dive right in.
Advice – well, I’m still learning so the learning never stops and gaining experience really teaches you a lot.

What’s on the company iPod? Spotify?
The Sound You Need : Youtube Channel

Mac or PC?
Mac all the way
Whats your Twitter Handle? Instagram?
TWITTER @pranika_khaitan
INSTAGRAM @studioetchdesign @sketchbyetchindia