design unity
TRANSCRIPT
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design unity
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In sanskrit the bindu is considered the point at which creation begins and the point at which the unity becomes the many. The symbol
relates directly to Idioms unifed design principle, where a core, central idea becomes highly potent by serving the most numbers.
unifeddesignprinciple
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Post Industrial Revolution, we trained ourselves to separate the
skills needed or business rom inherent design skills and insights.
Creating generation ater generation that created taller and narrower silos.
What we do at Idiom, is simple. We methodically (and with great glee)
remove all the barriers that stand between individual design skills and
the ideas that govern business. Creating an open, ertile ground where
all disciplines o business and design can come together to create
unifed scenarios or the uture. Scenarios where business and designplot together to adapt to the changing milieus we operate in.
When every design discipline and every business discipline come
together, it unlocks latent potential, creates new business opportunities
and transorms businesses and brands.
For the uture and or the better.
in translation,the unifed designprinciple is designthat makesbusiness sense.
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!
ideas
What began as an attempt to uniy design and
business soon had public policy, urban development,
micro fnance and everything under the sun being
debated, prototyped and implemented.
Idiom began as a reactive response to a changing
India. Along the way, we went rom reactive to
proactive. From looking at solutions, to charting
uture scenarios. And in this we were aided by our
ounding objective, to bring together practitioners
o practically every design and business discipline.
Walk in today and youll fnd bureaucrats, architects,
students, product designers, bankers, graphic
designers, clients, teachers and not a single silo.
We unifed. And tomorrow, this is exactly what
we want it to be.
It wasnt meant to be an institution.
5 years ago, we got the best rom across design
and business disciplines together. To explore the
possibilities o uniying design and business in an
India that was transorming on a daily basis. In the
next 5, a lot happened. Idiom became Indias largest
holistic design house. It became an incubator or
business ideas. It became an incubator or design
ideas. And more oten than not, ideas rom the design
incubator started sneaking into the business incubator.
Idiom became a centre or multi-disciplinary interaction.
With business and design students rom across the
world collaborating on projects real, imaginary and
sometimes, illuminating.
a orumor minds
to cometogetherand create
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a buzzing, colourul little machine that
takes ideas and transorms them.Like we said beore, Idiom is a multi-disciplinary collaboration. Where practitioners rom across
design and business disciplines can look at a problem or an idea rom dierent perspectives and
generate solutions that are uniied and make business sense.
While the overall approach is holistic, we are also able to bring specialised skills into the process
where required. Though not easy to draw boundaries around, read on or some o our practices.
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Interaction
Understanding the brie and
context, absorbing the ambitions
o our partner.
Immerse
Think. Use all sense.Learn rom lie. Listen.
Sit
Sit the inormation, apply flters
and arrive at a ocused direction.
Look, we are doing this together.
We have processes, yes. And we have the people
rom across disciplines. But what really has worked
or us is a collaborative environment. In which, the
client plays a huge role.
Aspirations and ambitions are where most ideas
take root. And it is best that the growth that ollows,
is observed, guided and appreciated together.
Lets do it together.
Idea defnition
Clearly defne one big idea.
Idea developmentDevelop the details so that it
starts coming alive.
Idea detailing
Design and detail every element.
Realise
Freeze on materials, budgets and
sampling.
Prototype
Creating a live working model othe idea or a test run.
Review
To put it out there in the open or
reactions and reviews.
INSIGHTS IDEAS IMPLEMENTATION
Process
KEY INSIGHTS
KEY INSIGHTS IDEAS IMPLEMENTATION
IDEA STARTERS
IDEAMAP:THOUGHTDESIGN
EMOTIONAL +
PHYSICAL
EXPERIENCE
BRAND
SCOPING
EXPERIENCE
SCOPING
(AIDAS)
BRAND
VISUAL
LANGUAGE
PRINT
DIGITAL
FILM
LAUNCH
EXPERIENCE
ZONING
MATERIALS
LIGHTING
CIRCULATION
FURNITURE
IDEAS
DESIGNDETAIL
DESIGNDETAIL
DESIGNDETAIL
IDEA
CULTURE
PRACTICES
DESIGN
DETAIL
VARIATIONS
OPTIONS
POSSIBILITIES
ADVICE
VISUAL
MAPS
INSIGHTS
MENTAL
MAPS CONTEXT INDUSTRY CONSUMER
A
B
C
CREATE PRESERVE DESTROY
PAST PRESENT FUTURE
3
2
1
IDEAS IDEA
VISUALVISION
STORYTELLING
SCENARIOS
VISUALEXPRESSION
ARTICULATION
BELIEF
PROTOYPE
VALIDATE
LEARN
UNLEARN
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Unifed design principle
An idea becomes potent when it
serves the most numbers. Design
is merely a tool to take the idea
rom mind to market with skill,
speed and imagination.
Business and brands
We develop the brand strategy anddesign the brand identity system
or just about any consumer
interace business or corporation,
product, retail outlet, restaurant,
hotel, real estate venture, township
and services across diverse sectors.
Space experience design
The designing and detailing
o spaces is done to create
an experience or the people.
Educational, healthcare along
with projects promoting societal
change eature high on the list.Retail acades, outlet interiors,
malls, large complexes, showrooms,
exhibitions are given as much due
as designing customised display
systems, signage systems, urniture
and kiosks.
THOUGHT BUSINESS EXPERIENCE
Method
VISION
VALUES
CULTURE
CORE
TOUCHPOINTS
BRANDPROMIS
E
EXPERIENCEM
AP
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The place you walked out o last night, has changed.
Drop in and we will prove the clich that the only
constant we have at Idiom, is change. Idiom is a
mobile environment which has new people, new
technologies, new ideas and new projects every day.
ideacae
designlab
proto
shop
edge
Spirit
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third i
village
Idiom, is a learning space. With large open spaces
that we believe lead to open minds. Where individualskills thrive and learn rom a whole lot o other alien
skills. The advantage Idiom oers is that you can see
an idea take orm as dierent skills contribute
to make it happen across the spectrum.
Here are a ew o the spaces within.
think
tank
Spirit
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What we doBRAND DESIGN
we design
corporate identities
Core defnitionPositioning
Identity elements
Symbol
Typeace
Visual language
Business communication
we design
business jumpstarts
Idea to prototype
Mind to market
Learn and replicate
we design
organisation culture
Vision and mission
Culture and value defnition
Company brand architecture
Sone ki chidiyaSYMBOLS
Empower theyoung
Revisiting Restoring
Constant Change
Maverickness
Young people
Revisiting past
glorys, looking
ahead positively
Positive attitude
Confidence
Indian outlook
Opportunities
for ideas
Look at India
holistically
Rewrite Rules
Retali Values
Willing to makemistakes / experiment
RITUALS
Value/Value Lifestyle/
Lifestyle
INDIA 1 / INDIA 2
CORE
we design
brands
Across categories
Brand strategy
Positioning
Brand identity
Elements
Usage guidelines
we design
packaging
Brand labels
Graphics
Formats
we designbranding or events
Milestones
Celebrations
Events
Initiatives
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we design
education spaces
Concept
Elevation
Interiors
Master plan
Schools and higher education
What we doEXPERIENCE DESIGN
we designhospitality spaces
Highway restaurants
Take away
Dine-in
Specialized
we design
health and wellness spaces
Hospitals
Spa
Health retail
we design
exhibition spaceswe have also
designed products
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Once, India was the Soney ki Chidiya.
A land and people held in awe. For her
prosperity. For her intellect. For her
culture. Today the world looks towards
India again. And it is in our hands to
make the Soney ki Chidiya soar again.
India was once known as the Soney ki Chidiya,the bird o gold!
India can once again be the Soney ki Chidiya. Where
everyone is prospering. By creating spaces, brands,
experiences that recognise everyones needs and that
celebrate earning, living and grooming.
Local ethos, global quality or the
19th Commonwealth Games 2010
and the city o Delhi
In 2006 Idiom was chosen over various international
and national frms to design the identity o the mostprestigious event hosted by the country in the decade.
The fnal identity was derived over a year o research
and exploration on various orms that have been
synonomous with India. Be it art, architecture, ashion...
way o living. The logo visually is the creation o the Indian
idiom o global standards o the city o Delhi and India.
Future GroupCommonwealthGames 2010
BUSINESS DESIGN IDENTITY + LOOK DESIGN
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Design is the masala that results rom the right
proportions o the right ingredients, poundedtogether and added in to lie or the right lavour
A product that revolutionized the traditional wet grinder,
Elgi Ultra wet grinder has ound its way into more
South Indian kitchens than any other electronic gadget.
A concept which proves that design can simpliy lie.
Not a B school but a We school. Not just businesseducation but Welingkar education
The We School campus is a place that comprises
several individual spaces; which come together
to allow one to explore, experiment and experience;
it is about experiential learning.
ELGI We SchoolPRODUCT DESIGN IDENTITY + LOOK DESIGN
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Design defnes the DNA o an engineering giant
The intergration o design and space created a
one-o-a-kind experience or TVS admirers, one o
the top ten manuacturers o two-wheelers in the
world. For TVS, this was a paradigm shit rom the
traditional to the modern.
Design creates an eective movement
Working relentlessly to garner support and donations
to acilitate heart surgeries or the needy and
under-privileged, NHF along with Idiom, created a
symbiosis o innovative thinking and design to bring
orth social change.
Needy HeartFoundation TVS Expo
SOCIAL DESIGN EXIBITION DESIGN
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6, to represent the 100+Idiom, as we said beore, was ounded as a multi-disciplinary design house. One roo that had every design
and business discipline we could put together. And, it continues to be.
So we have olks rom advertising, marketing, manuacturing, graphic design, interior design, architecture,
product design, exhibition design, interior design, web design, textile design, prototypers, retail space design,
print and production specialists and guys who you call when the coee machines act temperamental.
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ecnereffiDruODiverse talent. Project diversity.
Strong foundation in design. Cumulative experience
of over 60 years. We have quietly transformed
several businesses, given wings to entrepreneur
dreams and solved complex corporate challenges.
We like to make a difference at the business end
and we are outcome oriented.
OurCoreTeam
Sonia
Javed
Pavan Sridhar Raji Kiran
Sonal Elizabeth Manuneel
Girish Raj Jacob
Our Guiding Process
INSIGHTS
Business insight
Consumer insight
Strategic direction
IDEAS
Conceptualise
Visual map
Idea startersMind maps
IMPLEMENTATION
Design development
ApplicationExecution
Production
Prototyping
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insights
www.idiom.co.in
ideas
implementation
+91 80 40844700