Taanga Studios
BRANDING and WEBSITE
Taanga Studios is a startup based out of India that focuses on creating high-fidelity virtual reality (VR) services in the field of training, simulation, visualization and entertainment.
BRANDING
SUMMARY
The Challenge
The company was looking to create a brand image that communicates their primary service of virtual reality, at the same time embodying creativity, leadership, originality, fantasy and sophistication.
As the lone designer of the team, I was in charge of the branding exercise- creating a logo, website, pitch deck, brochure, letterhead, visiting cards and employee ID cards and defining a design system for the company.
Scope
Branding, Print Design
Role
Graphic Designer
Duration
5 months
Tools
Adobe Photoshop, Adobe Illustrator, Adobe Indesign, Adobe XD
PROCESS
Design Thinking
The 'Design Thinking' framework was my go-to approach.
Stage 1: Empathise
I sat down with the stakeholders of the company to gauge their needs, plans and expectations for the brand. They needed the brand logo to communicate the main service of the company (VR). The brand was to embody creativity, leadership, originality, fantasy and sophistication.
Stage 2: Define
With the information gathered, I could define the task facing me. The problem statement was 'Create a brand identity instantly communicating the main service line and embodying the values of Taanga Studios.'
Stage 3: Ideation
The team sat down to brainstorm and came up with several ideas that would serve as the building blocks to the company identity. I researched competitor brands, looked at several design styles and mood-boarded my finds to set the tone for visual identity of Taanga Studios.
MOODBOARD
CONCEPTUALISATION
LOGO ITERATIONS
Font Explorations
Colour Explorations
Headset Explorations
Gradient Explorations
FINAL
Stage 4: Prototype
We decided on a combination mark logo - a combination of the name 'Taanga Studios' and a symbol of the VR headset - with the double As of 'Taanga' merged to look like someone looking through a VR headset. It was important to have the wordmark as the company being a new entrant into the industry was yet to be a known name and it was important to have the pictorial headset to communicate the VR service line. The base colour purple with light gradients was found best for print purposes and embodying all the values of the company as opposed to the other contenders.
BRAND STYLE GUIDELINES
Stage 5: Testing
Having created a brand image, we set out to understand if the larger crowd was able to identify what Taanga Studios was about.
8/10 people were loosely able to guess the service line of the company and 7/10 people were able to associate feelings of creativity, sophistication, fantasy with the brand image. We considered this a successful outcome and finalized our brand logo.
WEBSITE
SUMMARY
The Challenge
Taanga Studios wanted an online presence comparable to that of international competitors as they were looking to reach out to a global audience. The company wanted a straightforward and minimalistic platform - easy to navigate, information available upfront- held together by a design style that was classic.
The audio used in the video clip is from www.bensound.com. Full credits attributed to the same.
PROCESS
Design Thinking
The 'Design Thinking' framework was my go-to approach.
Stage 1: Empathise
I sat down with the stakeholders of the company to gauge their needs, plans and expectations for the website. They wanted an online presence comparable to that of international competitors as they were looking to reach out to a global audience. The company wanted a straightforward platform - easy to navigate, information available upfront and held together by a design style that was classic.
Stage 2: Define
With the information gathered, I could define the task facing me. The problem statement was 'Build a website for Taanga Studios to showcase their services and projects to an international audience and use a minimalistic design style.
Stage 3: Ideation
The product owner communicated the pages he wanted me to design. Together, we developed various navigation flows and shortlisted the one that simplified the user's experience for quick assimilation of information. Once the UX process was in place, I researched competitor brands, looked at several design styles and mood-boarded my finds to set the tone for online visual identity of Taanga Studios.
Stage 4: Prototype
