https://shirinjohari.com shirin johari Tue, 22 Apr 2025 19:55:17 +0000 https://shirinjohari.com en https://shirinjohari.com/Bawri Tue, 22 Apr 2025 19:55:17 +0000 shirin johari https://shirinjohari.com/Bawri <img width="1980" height="406" width_o="1980" height_o="406" data-src="https://freight.cargo.site/t/original/i/90ca83f95d778a472a67d59eb9e6e322b7d88844bf2a72106f2236221c338c5a/Bawri-copy.png" data-mid="230605341" border="0" data-scale="67" src="https://freight.cargo.site/w/1000/i/90ca83f95d778a472a67d59eb9e6e322b7d88844bf2a72106f2236221c338c5a/Bawri-copy.png" />Bawri - A pan-India restaurant chain by Chef Amninder Sandhu and Sahil Sambhi In 2023, Masterchef Amninder Sandhu’s team approached me to create a custom identity and branding design for Bawri, their upcoming pan-india restaurant chain using The Hinglish Font (that I had created in 2012). &nbsp; <img width="1568" height="638" width_o="1568" height_o="638" data-src="https://freight.cargo.site/t/original/i/cd4132119b33aeca792bbd42b3939bef4542ac1154dd8c1a41a3a96e48de5b53/Bawri-logo--brand-partners---press-02.png" data-mid="230605404" border="0" src="https://freight.cargo.site/w/1000/i/cd4132119b33aeca792bbd42b3939bef4542ac1154dd8c1a41a3a96e48de5b53/Bawri-logo--brand-partners---press-02.png" /> With her special open-fire cooking, use of traditional Indian techniques, indigenous ingredients and interpretations of foods from the far-off corners of India, Chef Amninder has got Bawri at 3 stars in the Ultimate Restaurant Ratings 2025 - the highest achievable restaurant rating in the Michelin Guide. &nbsp; <img width="1280" height="1600" width_o="1280" height_o="1600" data-src="https://freight.cargo.site/t/original/i/5b0402fa1a3e656f658184e867c8904c7102537093e734ae1c64a65159a7c5c0/Screenshot-2023-09-03-at-11.40.40-AM.png" data-mid="230534590" border="0" src="https://freight.cargo.site/w/1000/i/5b0402fa1a3e656f658184e867c8904c7102537093e734ae1c64a65159a7c5c0/Screenshot-2023-09-03-at-11.40.40-AM.png" /> <img width="1276" height="1594" width_o="1276" height_o="1594" data-src="https://freight.cargo.site/t/original/i/fcff0d85283650759811ee48df4c40b1f65c9c24fad68564b8ffbbac893b2912/Screenshot-2023-09-03-at-11.42.18-AM.png" data-mid="230534616" border="0" src="https://freight.cargo.site/w/1000/i/fcff0d85283650759811ee48df4c40b1f65c9c24fad68564b8ffbbac893b2912/Screenshot-2023-09-03-at-11.42.18-AM.png" /> <img width="1280" height="1596" width_o="1280" height_o="1596" data-src="https://freight.cargo.site/t/original/i/22ec01cdffc17214d629404d37c7723318483862b46b6eb6feb7c4336642c38a/Screenshot-2023-09-03-at-11.40.55-AM.png" data-mid="230534620" border="0" src="https://freight.cargo.site/w/1000/i/22ec01cdffc17214d629404d37c7723318483862b46b6eb6feb7c4336642c38a/Screenshot-2023-09-03-at-11.40.55-AM.png" /> <img width="1284" height="1600" width_o="1284" height_o="1600" data-src="https://freight.cargo.site/t/original/i/859d4fcabfaf6aeacae6d6a31089dac400b430c55bf514aa0950aa1164c72a21/Screenshot-2023-09-03-at-11.41.07-AM.png" data-mid="230534623" border="0" src="https://freight.cargo.site/w/1000/i/859d4fcabfaf6aeacae6d6a31089dac400b430c55bf514aa0950aa1164c72a21/Screenshot-2023-09-03-at-11.41.07-AM.png" /> <img width="972" height="1643" width_o="972" height_o="1643" data-src="https://freight.cargo.site/t/original/i/4b412781a488a81c47946f7cca4c678f72b77ed3ad0c541188fa9e5a3b6bdce7/IMG_9517.jpg" data-mid="230578456" border="0" src="https://freight.cargo.site/w/972/i/4b412781a488a81c47946f7cca4c678f72b77ed3ad0c541188fa9e5a3b6bdce7/IMG_9517.jpg" /> <img width="1170" height="1977" width_o="1170" height_o="1977" data-src="https://freight.cargo.site/t/original/i/f2f4017b8cf0b8d62d223c01c912279cd14f61d7660cc515509b0025b1825bc1/IMG_9520.jpg" data-mid="230578788" border="0" src="https://freight.cargo.site/w/1000/i/f2f4017b8cf0b8d62d223c01c912279cd14f61d7660cc515509b0025b1825bc1/IMG_9520.jpg" /> <img width="1170" height="1965" width_o="1170" height_o="1965" data-src="https://freight.cargo.site/t/original/i/b7b67c555947c50a0a6114e69d7cbe1a1c099b17648c39d0e5e44f353fc7b7d8/IMG_9518.jpg" data-mid="230578451" border="0" src="https://freight.cargo.site/w/1000/i/b7b67c555947c50a0a6114e69d7cbe1a1c099b17648c39d0e5e44f353fc7b7d8/IMG_9518.jpg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/1935a6c054576fd6a3578a1f5f32ee26a280c24b3191ed7eaa2d4f915f3ee7ce/IMG_3686.jpeg" data-mid="230575247" border="0" src="https://freight.cargo.site/w/1000/i/1935a6c054576fd6a3578a1f5f32ee26a280c24b3191ed7eaa2d4f915f3ee7ce/IMG_3686.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/aa2a99748553dd69d70c0d852d94138820e836423e707495030efc09f5ddad88/IMG_3695.jpeg" data-mid="230575251" border="0" src="https://freight.cargo.site/w/1000/i/aa2a99748553dd69d70c0d852d94138820e836423e707495030efc09f5ddad88/IMG_3695.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/c2c264bbec1feb5b6449a92831afbd4434bcf171c1d0699de1024e4c1a561f3f/IMG_3689.jpeg" data-mid="230575260" border="0" src="https://freight.cargo.site/w/1000/i/c2c264bbec1feb5b6449a92831afbd4434bcf171c1d0699de1024e4c1a561f3f/IMG_3689.jpeg" /> The illustration style and visual language created for the brand reflected the fusion of Bawri’s roots in traditional Indian cooking techniques and flavours with contemporary twist. <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/af01a4d5ab031dffe4985c04168fff7990911aef3c72ce2786395b8497426fdc/IMG_3702.jpeg" data-mid="230575362" border="0" src="https://freight.cargo.site/w/1000/i/af01a4d5ab031dffe4985c04168fff7990911aef3c72ce2786395b8497426fdc/IMG_3702.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/83c7fe2fcfb9c00c7257d6d097aa2f77590ffc6fc5296cba8b6deb9188d814c6/IMG_3705.jpeg" data-mid="230575453" border="0" src="https://freight.cargo.site/w/1000/i/83c7fe2fcfb9c00c7257d6d097aa2f77590ffc6fc5296cba8b6deb9188d814c6/IMG_3705.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/cbe41b439df1bc539e10a05208458d1e78b6f3178dbd6f15a9f6b6343105f0ad/IMG_3707.jpeg" data-mid="230575455" border="0" src="https://freight.cargo.site/w/1000/i/cbe41b439df1bc539e10a05208458d1e78b6f3178dbd6f15a9f6b6343105f0ad/IMG_3707.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/27d374f8e5a519d573aa7af0b6184bbfd4f844bc079b5e11710aa387910d642e/IMG_3709.jpeg" data-mid="230575468" border="0" src="https://freight.cargo.site/w/1000/i/27d374f8e5a519d573aa7af0b6184bbfd4f844bc079b5e11710aa387910d642e/IMG_3709.jpeg" /> <img width="1598" height="1062" width_o="1598" height_o="1062" data-src="https://freight.cargo.site/t/original/i/c170765aa1078d6fbda9ec1e985509595daafd55a71ebdf58575aac8d4961eef/Screenshot-2023-09-03-at-11.41.49-AM.png" data-mid="230534630" border="0" src="https://freight.cargo.site/w/1000/i/c170765aa1078d6fbda9ec1e985509595daafd55a71ebdf58575aac8d4961eef/Screenshot-2023-09-03-at-11.41.49-AM.png" /> <img width="1602" height="1066" width_o="1602" height_o="1066" data-src="https://freight.cargo.site/t/original/i/38595d5b243c2788a23aa610e7bf667c923075d5f7980ffc80643331a1825f99/Screenshot-2023-09-03-at-11.43.10-AM.png" data-mid="230534636" border="0" src="https://freight.cargo.site/w/1000/i/38595d5b243c2788a23aa610e7bf667c923075d5f7980ffc80643331a1825f99/Screenshot-2023-09-03-at-11.43.10-AM.png" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/d9714c294cfaf89bc802978942e691f814c818edcc65b293763e555ae542306a/IMG_3697.jpeg" data-mid="230576243" border="0" src="https://freight.cargo.site/w/1000/i/d9714c294cfaf89bc802978942e691f814c818edcc65b293763e555ae542306a/IMG_3697.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/1b21e7943fdadb583a5a053344bce006c1b22e37996d6d36744a9b66d552d5a8/IMG_3698.jpeg" data-mid="230575741" border="0" src="https://freight.cargo.site/w/1000/i/1b21e7943fdadb583a5a053344bce006c1b22e37996d6d36744a9b66d552d5a8/IMG_3698.jpeg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/857ca31eb2025d584cbf4c6665f65a0029c3ba3ecbe50da329134133df0d05f3/IMG_3699.jpeg" data-mid="230575742" border="0" src="https://freight.cargo.site/w/1000/i/857ca31eb2025d584cbf4c6665f65a0029c3ba3ecbe50da329134133df0d05f3/IMG_3699.jpeg" /> <img width="2971" height="2229" width_o="2971" height_o="2229" data-src="https://freight.cargo.site/t/original/i/526ce34f0fd52de685b2e9d03e98b294d116e7659be2bfcc78835fcce590fee4/menu-bawri-back.jpg" data-mid="230576172" border="0" src="https://freight.cargo.site/w/1000/i/526ce34f0fd52de685b2e9d03e98b294d116e7659be2bfcc78835fcce590fee4/menu-bawri-back.jpg" /> <img width="1338" height="1672" width_o="1338" height_o="1672" data-src="https://freight.cargo.site/t/original/i/d658539f7b6e513bdee6c959624fa32d3f653f63087593ad6c09b97760a2110e/Screenshot-2023-10-22-at-5.44.03-PM.png" data-mid="230534666" border="0" src="https://freight.cargo.site/w/1000/i/d658539f7b6e513bdee6c959624fa32d3f653f63087593ad6c09b97760a2110e/Screenshot-2023-10-22-at-5.44.03-PM.png" /> <img width="1336" height="1672" width_o="1336" height_o="1672" data-src="https://freight.cargo.site/t/original/i/5d01d3df5d3b29c93dc71ac10ef5a1cc45f19b335115ecb3cc0d71e731db318f/Screenshot-2023-10-22-at-5.44.54-PM.png" data-mid="230534668" border="0" src="https://freight.cargo.site/w/1000/i/5d01d3df5d3b29c93dc71ac10ef5a1cc45f19b335115ecb3cc0d71e731db318f/Screenshot-2023-10-22-at-5.44.54-PM.png" /> <img width="1284" height="1598" width_o="1284" height_o="1598" data-src="https://freight.cargo.site/t/original/i/d44002abb00408fc1530c7a777cd20d6a1636888b4d609b2fae07c186928e735/Screenshot-2023-09-03-at-11.43.28-AM.png" data-mid="230534669" border="0" src="https://freight.cargo.site/w/1000/i/d44002abb00408fc1530c7a777cd20d6a1636888b4d609b2fae07c186928e735/Screenshot-2023-09-03-at-11.43.28-AM.png" /> <img width="702" height="862" width_o="702" height_o="862" data-src="https://freight.cargo.site/t/original/i/8565a18a2bebc934a386f351726961d2ba90487fb8753f94efd5ebf212e060b0/Screenshot-2023-09-03-at-11.42.44-AM-copy.png" data-mid="230536079" border="0" src="https://freight.cargo.site/w/702/i/8565a18a2bebc934a386f351726961d2ba90487fb8753f94efd5ebf212e060b0/Screenshot-2023-09-03-at-11.42.44-AM-copy.png" /> Extending into the Bawri staff uniform designs : Machine embroidered illustration-elements on shirts reflect its cullinary, tradition and quirk. <img width="2375" height="1447" width_o="2375" height_o="1447" data-src="https://freight.cargo.site/t/original/i/39fccf46a7b06acada05cc0db5d0cb032ca51a6ac6952d0017597f00e70cb829/uniform-bawri-04.jpg" data-mid="230602964" border="0" src="https://freight.cargo.site/w/1000/i/39fccf46a7b06acada05cc0db5d0cb032ca51a6ac6952d0017597f00e70cb829/uniform-bawri-04.jpg" /> A one colour version of the identity for an easy integration across future collaterals <img width="2052" height="1260" width_o="2052" height_o="1260" data-src="https://freight.cargo.site/t/original/i/fec87528e69883870d37b601bd24fcc534523d6659df19d3ee9217b9767f383d/Bawri-one-colour-4-june-04.jpg" data-mid="230605724" border="0" data-scale="58" src="https://freight.cargo.site/w/1000/i/fec87528e69883870d37b601bd24fcc534523d6659df19d3ee9217b9767f383d/Bawri-one-colour-4-june-04.jpg" /> https://shirinjohari.com/YCL-Identity-Redesign Tue, 15 Apr 2025 12:25:14 +0000 shirin johari https://shirinjohari.com/YCL-Identity-Redesign <img width="1079" height="886" width_o="1079" height_o="886" data-src="https://freight.cargo.site/t/original/i/ca53d3a6a6d16cd5a7afb03eaf10c03f4216c0b164e178436fd383f9c88a46b8/YCL-identity.jpg" data-mid="229819389" border="0" data-scale="29" src="https://freight.cargo.site/w/1000/i/ca53d3a6a6d16cd5a7afb03eaf10c03f4216c0b164e178436fd383f9c88a46b8/YCL-identity.jpg" /> You Care Lifestyle : By Luke Coutinho Identity redesign for YCL, a company pivoting into contering ‘health-washing’ and promoting concious consumption of food, air and&nbsp; water. <img width="3934" height="1699" width_o="3934" height_o="1699" data-src="https://freight.cargo.site/t/original/i/7edfba2c07b7a7f555f205eb70b2188504cca94929c952d09f0f29174da735e7/old-to-new.jpg" data-mid="229819395" border="0" src="https://freight.cargo.site/w/1000/i/7edfba2c07b7a7f555f205eb70b2188504cca94929c952d09f0f29174da735e7/old-to-new.jpg" /> https://shirinjohari.com/Think-Pink Wed, 12 Feb 2025 14:25:20 +0000 shirin johari https://shirinjohari.com/Think-Pink <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/ac235eeaf570d343b6e00448e8a6db5efd724960f4dbdaa38d5850b20fadcdf4/healthy-ingredient-1.gif" data-mid="229819171" border="0" data-scale="40" src="https://freight.cargo.site/w/600/i/ac235eeaf570d343b6e00448e8a6db5efd724960f4dbdaa38d5850b20fadcdf4/healthy-ingredient-1.gif" /> Think Pink Oct - Dec 2024 Creative Head for the foundational pre-launch phase of YCL’s initiative to counter ‘health-washing’. Concept, nomenclature, branding, positioning, philosophy, identity and design for Luke Coutinho - YCL (You Care Lifestyle) <img width="4659" height="2579" width_o="4659" height_o="2579" data-src="https://freight.cargo.site/t/original/i/4eededc3020e1f804999a333071ef72530553b5ea97bd5402d535b2fe6e0856f/To-post-insta-02.jpg" data-mid="229729987" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/4eededc3020e1f804999a333071ef72530553b5ea97bd5402d535b2fe6e0856f/To-post-insta-02.jpg" /> <img width="4658" height="2580" width_o="4658" height_o="2580" data-src="https://freight.cargo.site/t/original/i/1529a0b4265b12e163bf02957c8510ba220ee85960441c00e09f2ac3a4af83e1/To-post-insta-03.jpg" data-mid="229730013" border="0" src="https://freight.cargo.site/w/1000/i/1529a0b4265b12e163bf02957c8510ba220ee85960441c00e09f2ac3a4af83e1/To-post-insta-03.jpg" /> Sometimes, what should really be a government action in India is often a private initiative .F&amp;B, skin care and lifestyle brands often use words like ‘pure’ and ‘natural,’ but YCL’s labs found harmful contaminants in many ‘clean’ products. That's why labels can’t be trusted&nbsp; - they need to be tested. <img width="4625" height="2588" width_o="4625" height_o="2588" data-src="https://freight.cargo.site/t/original/i/81431517311220d54626d6500ef7bcba4aff2e81171f95560594459b89fd139f/To-post-insta-05.jpg" data-mid="229729988" border="0" src="https://freight.cargo.site/w/1000/i/81431517311220d54626d6500ef7bcba4aff2e81171f95560594459b89fd139f/To-post-insta-05.jpg" /> <img width="400" height="224" width_o="400" height_o="224" data-src="https://freight.cargo.site/t/original/i/a957d664f4764be81665b468bb1cd5c6c6803e8258795c63c1f99460ca3895a5/Screen-Recording-2025-02-12-at-3.35.24-PM.gif" data-mid="250615787" border="0" data-scale="89" src="https://freight.cargo.site/w/400/i/a957d664f4764be81665b468bb1cd5c6c6803e8258795c63c1f99460ca3895a5/Screen-Recording-2025-02-12-at-3.35.24-PM.gif" /> <img width="400" height="216" width_o="400" height_o="216" data-src="https://freight.cargo.site/t/original/i/6d2d447b55c7c6314e1e9f21098126691c054ee299ce6bc8caa655d9e55abb20/Screen-Recording-2025-02-02-at-12.55.14-PM.gif" data-mid="250615812" border="0" src="https://freight.cargo.site/w/400/i/6d2d447b55c7c6314e1e9f21098126691c054ee299ce6bc8caa655d9e55abb20/Screen-Recording-2025-02-02-at-12.55.14-PM.gif" /> <img width="4623" height="1713" width_o="4623" height_o="1713" data-src="https://freight.cargo.site/t/original/i/949e003e7cc6ef06cbc36a7cd2e8b41e2940cca8d9d5bd6da70c72c6ccf1f156/To-post.jpg" data-mid="229732913" border="0" src="https://freight.cargo.site/w/1000/i/949e003e7cc6ef06cbc36a7cd2e8b41e2940cca8d9d5bd6da70c72c6ccf1f156/To-post.jpg" /><img width="1100" height="1100" width_o="1100" height_o="1100" data-src="https://freight.cargo.site/t/original/i/e90c9dbfc60ea11fde4efc491ee7b1992d9ac3ddfeb69e611d37893c2a2d439c/Doorframe-Final-1.gif" data-mid="226477916" border="0" data-scale="42" src="https://freight.cargo.site/w/1000/i/e90c9dbfc60ea11fde4efc491ee7b1992d9ac3ddfeb69e611d37893c2a2d439c/Doorframe-Final-1.gif" /> <img width="4629" height="2584" width_o="4629" height_o="2584" data-src="https://freight.cargo.site/t/original/i/7ef65b5a3299a96604f5c7279de49b289dbcf7035b04698bd1ece5aff979b1aa/To-post-insta-08.jpg" data-mid="229816323" border="0" src="https://freight.cargo.site/w/1000/i/7ef65b5a3299a96604f5c7279de49b289dbcf7035b04698bd1ece5aff979b1aa/To-post-insta-08.jpg" /> <img width="4658" height="2580" width_o="4658" height_o="2580" data-src="https://freight.cargo.site/t/original/i/fc6cf77c171c93671685b3307a58aeb9ac0f38342e363fd36a729c885ad524cf/To-post-insta-04.jpg" data-mid="229731749" border="0" src="https://freight.cargo.site/w/1000/i/fc6cf77c171c93671685b3307a58aeb9ac0f38342e363fd36a729c885ad524cf/To-post-insta-04.jpg" /> <img width="4613" height="2576" width_o="4613" height_o="2576" data-src="https://freight.cargo.site/t/original/i/0d54b041c5a2216fa10eced0210549365cdfa2094e2c72e55b11f222f7a25219/To-post-insta-15.jpg" data-mid="229731751" border="0" src="https://freight.cargo.site/w/1000/i/0d54b041c5a2216fa10eced0210549365cdfa2094e2c72e55b11f222f7a25219/To-post-insta-15.jpg" /> <img width="4627" height="2588" width_o="4627" height_o="2588" data-src="https://freight.cargo.site/t/original/i/d61553346bc0dfa8a501a5c2e577f473c8eece1ec72eea5eb764881df734affa/To-post-insta-11.jpg" data-mid="229732931" border="0" src="https://freight.cargo.site/w/1000/i/d61553346bc0dfa8a501a5c2e577f473c8eece1ec72eea5eb764881df734affa/To-post-insta-11.jpg" /> <img width="4951" height="2761" width_o="4951" height_o="2761" data-src="https://freight.cargo.site/t/original/i/ac3e732f9def66565b594da8a4d90247ad1f7eaf8f4ef28eadcb2ebd37295b9e/To-post-insta-20.jpg" data-mid="229733102" border="0" src="https://freight.cargo.site/w/1000/i/ac3e732f9def66565b594da8a4d90247ad1f7eaf8f4ef28eadcb2ebd37295b9e/To-post-insta-20.jpg" /> <img width="4951" height="2761" width_o="4951" height_o="2761" data-src="https://freight.cargo.site/t/original/i/d648bf0e7147833a8decf2b3fed553143a473d3a12259d8a6eeab248ddafe558/To-post-insta-21.jpg" data-mid="229733103" border="0" src="https://freight.cargo.site/w/1000/i/d648bf0e7147833a8decf2b3fed553143a473d3a12259d8a6eeab248ddafe558/To-post-insta-21.jpg" /> <img width="4616" height="2577" width_o="4616" height_o="2577" data-src="https://freight.cargo.site/t/original/i/87c721e4dcf14f9604a6d9a26349aa6b7121ac02f0dbc40db70ed7af339b9bc5/To-post-insta-12.jpg" data-mid="229816260" border="0" src="https://freight.cargo.site/w/1000/i/87c721e4dcf14f9604a6d9a26349aa6b7121ac02f0dbc40db70ed7af339b9bc5/To-post-insta-12.jpg" /> <img width="4623" height="2512" width_o="4623" height_o="2512" data-src="https://freight.cargo.site/t/original/i/80e5ed0288fff0be01b3d35e96c411abeb2b2905eab91aeec900174e4a9cd80c/timeline.jpg" data-mid="229816273" border="0" data-scale="62" src="https://freight.cargo.site/w/1000/i/80e5ed0288fff0be01b3d35e96c411abeb2b2905eab91aeec900174e4a9cd80c/timeline.jpg" /> <img width="4612" height="2564" width_o="4612" height_o="2564" data-src="https://freight.cargo.site/t/original/i/5f1c7231584178387967dcfb926eb5864fcca179afd85e0301fd0da30d435bdf/To-post-insta-09.jpg" data-mid="229733073" border="0" src="https://freight.cargo.site/w/1000/i/5f1c7231584178387967dcfb926eb5864fcca179afd85e0301fd0da30d435bdf/To-post-insta-09.jpg" /> <img width="4624" height="2570" width_o="4624" height_o="2570" data-src="https://freight.cargo.site/t/original/i/e6063342b9564885338d59e12117658948f2ec5a3e0fa80e1fd4c8eb0a23ff93/To-post-insta-10.jpg" data-mid="229733077" border="0" src="https://freight.cargo.site/w/1000/i/e6063342b9564885338d59e12117658948f2ec5a3e0fa80e1fd4c8eb0a23ff93/To-post-insta-10.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/473e211ba482055f75f1fe5e9bcdbd2e70b5134adbfeaee508d4333bf55b689f/Copy-of-version-2-water-quality-testing.gif" data-mid="229819168" border="0" data-scale="48" src="https://freight.cargo.site/w/1000/i/473e211ba482055f75f1fe5e9bcdbd2e70b5134adbfeaee508d4333bf55b689f/Copy-of-version-2-water-quality-testing.gif" /> Why would anyone want to book a test for their water quality at home? After all, in India, almost everyone who can already have a water purifier. On one of my early calls with YCL’s @youcare_by_luke_coutinho senior management, was an eye-opening moment “Well, do you know that you could be over-purifying your water? And depriving oneself of essential minerals can cause a cascade of health issues. The source if this is often undetected.” Different areas of a city have different levels of minerals and pollutants. And choosing the right water purifier for a home needs good scientific advice. This applies to air-purification too. A video glimpse ︎ <img width="4688" height="25106" width_o="4688" height_o="25106" data-src="https://freight.cargo.site/t/original/i/031528e3ab1678fdecf87907ece48bb34bebcd1c11d0231e94918f083ca28bf1/Water-Quality-testing-UX.jpg" data-mid="229819347" border="0" src="https://freight.cargo.site/w/1000/i/031528e3ab1678fdecf87907ece48bb34bebcd1c11d0231e94918f083ca28bf1/Water-Quality-testing-UX.jpg" /> <img width="4607" height="2564" width_o="4607" height_o="2564" data-src="https://freight.cargo.site/t/original/i/23a36d0b10234665539ff0fedff2c0b2474e956eda53b6df67c3094612fe974e/To-post-insta-13.jpg" data-mid="229819146" border="0" src="https://freight.cargo.site/w/1000/i/23a36d0b10234665539ff0fedff2c0b2474e956eda53b6df67c3094612fe974e/To-post-insta-13.jpg" /> <img width="4613" height="2572" width_o="4613" height_o="2572" data-src="https://freight.cargo.site/t/original/i/d6a8617f8fd97840e59d3b3cca084d19883a909e3d836e83c2e087cb8b3bcb67/To-post-insta-14.jpg" data-mid="229819147" border="0" src="https://freight.cargo.site/w/1000/i/d6a8617f8fd97840e59d3b3cca084d19883a909e3d836e83c2e087cb8b3bcb67/To-post-insta-14.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a201b5f7e59bcbde75da0a008cd0fe713262f243cbadac691afae92d3cab805c/Copy-of-v3-air-quality-testing.gif" data-mid="229819164" border="0" data-scale="44" src="https://freight.cargo.site/w/1000/i/a201b5f7e59bcbde75da0a008cd0fe713262f243cbadac691afae92d3cab805c/Copy-of-v3-air-quality-testing.gif" /> <img width="4918" height="2744" width_o="4918" height_o="2744" data-src="https://freight.cargo.site/t/original/i/56b6c8ba7674a4016b94562b7e384238a0793d061fbe3edd743df794f1a08532/To-post-insta-22.jpg" data-mid="229819243" border="0" src="https://freight.cargo.site/w/1000/i/56b6c8ba7674a4016b94562b7e384238a0793d061fbe3edd743df794f1a08532/To-post-insta-22.jpg" /> <img width="4928" height="2749" width_o="4928" height_o="2749" data-src="https://freight.cargo.site/t/original/i/ca8d70fbe1e9c39c5480b24377d1f762e4889a20398318f8d5efc0da82c4fad2/To-post-insta-23.jpg" data-mid="229819245" border="0" src="https://freight.cargo.site/w/1000/i/ca8d70fbe1e9c39c5480b24377d1f762e4889a20398318f8d5efc0da82c4fad2/To-post-insta-23.jpg" /> <img width="4918" height="2739" width_o="4918" height_o="2739" data-src="https://freight.cargo.site/t/original/i/94cdab57d10d69226be6f3d8497cb6f278d9d499fa2b10288a5c4632cea2ea7c/To-post-insta-25.jpg" data-mid="229819249" border="0" src="https://freight.cargo.site/w/1000/i/94cdab57d10d69226be6f3d8497cb6f278d9d499fa2b10288a5c4632cea2ea7c/To-post-insta-25.jpg" /> <img width="4915" height="2765" width_o="4915" height_o="2765" data-src="https://freight.cargo.site/t/original/i/ff8129fd81f5c11b94ea259bd8522bbb0dc32ed94490dc1f56be0ebfde16bf3b/To-post-insta-29.jpg" data-mid="229819298" border="0" src="https://freight.cargo.site/w/1000/i/ff8129fd81f5c11b94ea259bd8522bbb0dc32ed94490dc1f56be0ebfde16bf3b/To-post-insta-29.jpg" /> Recommended visual language for social media <img width="1784" height="1798" width_o="1784" height_o="1798" data-src="https://freight.cargo.site/t/original/i/03c2643b5bf657495344da377d37931bab9faf1b24291ea473499cb9a0688a43/Screenshot-2024-12-16-at-5.19.34-PM.png" data-mid="226477696" border="0" data-scale="61" src="https://freight.cargo.site/w/1000/i/03c2643b5bf657495344da377d37931bab9faf1b24291ea473499cb9a0688a43/Screenshot-2024-12-16-at-5.19.34-PM.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7c24b61cbf71bf14868796679d5809de340c36a9375f64647242cfc890ef705b/pink-tiger-hanging-element.gif" data-mid="226477690" border="0" data-scale="7" src="https://freight.cargo.site/w/1000/i/7c24b61cbf71bf14868796679d5809de340c36a9375f64647242cfc890ef705b/pink-tiger-hanging-element.gif" /> <img width="4623" height="2164" width_o="4623" height_o="2164" data-src="https://freight.cargo.site/t/original/i/9ba8d9354edbba0770c1a2e7e73f92ff565fd55f3a210813bd5e83d037a14d9f/To-post-insta-18.jpg" data-mid="229816946" border="0" data-scale="59" src="https://freight.cargo.site/w/1000/i/9ba8d9354edbba0770c1a2e7e73f92ff565fd55f3a210813bd5e83d037a14d9f/To-post-insta-18.jpg" /> Copypartner : Meeti Shroff Shah Luke Coutinho: Founder, YCL https://shirinjohari.com/aayu Fri, 11 Nov 2022 17:35:05 +0000 shirin johari https://shirinjohari.com/aayu AayuHealing, Wellness and You Chief Creative Officer (CCO) : Oct 2021 - Nov 2022 <img width="196" height="196" width_o="196" height_o="196" data-src="https://freight.cargo.site/t/original/i/f644eba955b96a1dbe8152f1a2f14afd3a707613318d8e9b45d46b6c2701371f/unnamed.gif" data-mid="187675478" border="0" src="https://freight.cargo.site/w/196/i/f644eba955b96a1dbe8152f1a2f14afd3a707613318d8e9b45d46b6c2701371f/unnamed.gif" /> Aayu is a unique health app that that counters disease with yoga, science and awareness. It is the Government of India funded S.Vyaasa Yoga Research Lab’s first technology partner. During my tenure: • I led brand-building, brand-philosophy, product design, UX UI, creative strategy, marketing &amp; communication campaigns - from the stage of conception to the beta-test launch with its initial 300k+ users into its foundational growth phase.• Structured and led a creative network of more than 20 fulltime and freelance professionals, across research, design, UX UI, social media, animation, music direction, sound design, writing, photography, film making and producing. • Worked closely with the founder, executive leadership and specialised teams of doctors, integrated yoga therapists, scientists, molecular biologists, researchers, academicians, technology, operations &amp; management. <img width="1509" height="1485" width_o="1509" height_o="1485" data-src="https://freight.cargo.site/t/original/i/6146ff3c919a5d73e5f9cf87dd5814e404c5729fc8c9e46a4bf53844ceacc90b/Aayu_Slide_2-copy.jpg" data-mid="158743359" border="0" src="https://freight.cargo.site/w/1000/i/6146ff3c919a5d73e5f9cf87dd5814e404c5729fc8c9e46a4bf53844ceacc90b/Aayu_Slide_2-copy.jpg" /> How does it work? Aayu's healing modules use yoga as medicine, not just movement. Once users pick an ailment they are challenged with, they receive a one-on-one doctor consultation. Based on the diagnosis, they receive daily guiding videos with assanas, breathwork and more personalised to their healing journey. Aayu brings together scientific rigour and the ancient wisdom of Yoga. They focus on body, mind and breath-work as tools for healing, to reduce the imbalances of modern living. <img width="2344" height="1614" width_o="2344" height_o="1614" data-src="https://freight.cargo.site/t/original/i/5fce5791d5f41b354ec1d4c1e6a3f3c1ae234eb6a1adbd33d5e647e113a379b8/Aayu_Slide_1--cargo.jpg" data-mid="158745870" border="0" src="https://freight.cargo.site/w/1000/i/5fce5791d5f41b354ec1d4c1e6a3f3c1ae234eb6a1adbd33d5e647e113a379b8/Aayu_Slide_1--cargo.jpg" /> <img width="2880" height="1592" width_o="2880" height_o="1592" data-src="https://freight.cargo.site/t/original/i/73b85bd2acb03bfda91ccf328d29908eec43e948b4c818107f6e7a473cc66a6d/Aayu_Slide_4-copy.jpg" data-mid="158744159" border="0" src="https://freight.cargo.site/w/1000/i/73b85bd2acb03bfda91ccf328d29908eec43e948b4c818107f6e7a473cc66a6d/Aayu_Slide_4-copy.jpg" /> Doctor Consultation Doctors (available via the app), personalize the program for each user, based on their unique history. Aayu’s modules also complement existing treatments that a user is undergoing, and can accelerate the progress. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c75928f38de996ed0b64e052c70439b3384d1123b7c4a0d8315800381abb7a71/Dr-consultation.gif" data-mid="158744997" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/c75928f38de996ed0b64e052c70439b3384d1123b7c4a0d8315800381abb7a71/Dr-consultation.gif" /> <img width="2841" height="1594" width_o="2841" height_o="1594" data-src="https://freight.cargo.site/t/original/i/456cb4bda55dab4c47f9c0b769f932cd983c2198588e990e50c95ff7e60fb6cb/Aayu_Slide_5-copy.jpg" data-mid="158744405" border="0" src="https://freight.cargo.site/w/1000/i/456cb4bda55dab4c47f9c0b769f932cd983c2198588e990e50c95ff7e60fb6cb/Aayu_Slide_5-copy.jpg" /> There are no prerequisites for signing up. People of all age-groups, fitness levels, faiths and nationalities can access science-backed healing through the app. <img width="2518" height="1115" width_o="2518" height_o="1115" data-src="https://freight.cargo.site/t/original/i/541297028ed1137b6f7a8c854ba09c72eed25a8c0b6b335edcee19b2a74865c2/healing-icons.jpg" data-mid="158744558" border="0" src="https://freight.cargo.site/w/1000/i/541297028ed1137b6f7a8c854ba09c72eed25a8c0b6b335edcee19b2a74865c2/healing-icons.jpg" /><img width="2880" height="1596" width_o="2880" height_o="1596" data-src="https://freight.cargo.site/t/original/i/74fead1cb8af624f0ed63fcc0da215e7500b5819d6db5bb6e3dd035c738b21fc/Aayu_Slide_8-copy.jpg" data-mid="158744936" border="0" src="https://freight.cargo.site/w/1000/i/74fead1cb8af624f0ed63fcc0da215e7500b5819d6db5bb6e3dd035c738b21fc/Aayu_Slide_8-copy.jpg" /> Aayu’s Knowledge Partner Aayu's healing modules are based on the evidence based research conducted by its knowledge partners,S-VYASA - a globally connected institution, known for its rigorous 4 decades long, pioneering scientific research work on yoga and healing. It is affiliated with and povides research studies to Harvard, Stanford, Oxford and MIT. As the first ISO 2001:2008 Certified Yoga University, its published clinically research papers on yoga - science based healing for chronic diseases are cited internationally. <img width="375" height="130" width_o="375" height_o="130" data-src="https://freight.cargo.site/t/original/i/ee1303caf0543fa933d6993675f2cd99dfa6f067530f8012f98b1c3f45bbc065/logo-2.png" data-mid="158748721" border="0" src="https://freight.cargo.site/w/375/i/ee1303caf0543fa933d6993675f2cd99dfa6f067530f8012f98b1c3f45bbc065/logo-2.png" /> <img width="4040" height="2693" width_o="4040" height_o="2693" data-src="https://freight.cargo.site/t/original/i/75df41092fddd25f6228f95d675bf055e7a5b52ec917c868d3cde32c3f9770a5/Dr.-Ramesh.jpg" data-mid="158748074" border="0" src="https://freight.cargo.site/w/1000/i/75df41092fddd25f6228f95d675bf055e7a5b52ec917c868d3cde32c3f9770a5/Dr.-Ramesh.jpg" /> <img width="5472" height="3648" width_o="5472" height_o="3648" 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height_o="1498" data-src="https://freight.cargo.site/t/original/i/f970bdeb01ec4f375778ca5d5354628772c81939638a715064bd74b1563f9785/Screenshot-2022-11-12-at-6.11.20-PM.png" data-mid="160054114" border="0" src="https://freight.cargo.site/w/686/i/f970bdeb01ec4f375778ca5d5354628772c81939638a715064bd74b1563f9785/Screenshot-2022-11-12-at-6.11.20-PM.png" /> <img width="690" height="1492" width_o="690" height_o="1492" data-src="https://freight.cargo.site/t/original/i/68340cb0167e50bc05f0effd684626edb8c142fc5f9edb406b28f9b0fc08f83e/Screenshot-2022-11-12-at-6.11.32-PM.png" data-mid="160054106" border="0" src="https://freight.cargo.site/w/690/i/68340cb0167e50bc05f0effd684626edb8c142fc5f9edb406b28f9b0fc08f83e/Screenshot-2022-11-12-at-6.11.32-PM.png" /> <img width="686" height="1504" width_o="686" height_o="1504" data-src="https://freight.cargo.site/t/original/i/9a1ef71724b80bb110d98c8dec801b3176c80b40c8c272ecd53043b1b21cfd0d/Screenshot-2022-11-12-at-6.11.43-PM.png" data-mid="160054108" border="0" src="https://freight.cargo.site/w/686/i/9a1ef71724b80bb110d98c8dec801b3176c80b40c8c272ecd53043b1b21cfd0d/Screenshot-2022-11-12-at-6.11.43-PM.png" /> <img width="567" height="348" width_o="567" height_o="348" data-src="https://freight.cargo.site/t/original/i/3e287a72ecd81d6a5da329d4fa15c169b0edf94c3e0383b0488169fe356ecb99/EYE-18.png" data-mid="158750876" border="0" data-scale="50" src="https://freight.cargo.site/w/567/i/3e287a72ecd81d6a5da329d4fa15c169b0edf94c3e0383b0488169fe356ecb99/EYE-18.png" /> <img width="774" height="480" width_o="774" height_o="480" data-src="https://freight.cargo.site/t/original/i/030ea061a4d008f52a0394a8f9ea982c505145d3ac1badbaf9632f162076bc13/Eye-Illustration-new-01-1.png" data-mid="158750878" border="0" data-scale="100" src="https://freight.cargo.site/w/774/i/030ea061a4d008f52a0394a8f9ea982c505145d3ac1badbaf9632f162076bc13/Eye-Illustration-new-01-1.png" /> <img width="567" height="337" width_o="567" height_o="337" data-src="https://freight.cargo.site/t/original/i/202ecd06499f557aac9c8dad81c73e449913c7212012c4354a6d5345e15ce217/EYE-19.png" data-mid="158750882" border="0" data-scale="49" src="https://freight.cargo.site/w/567/i/202ecd06499f557aac9c8dad81c73e449913c7212012c4354a6d5345e15ce217/EYE-19.png" /> <img width="690" height="1496" width_o="690" height_o="1496" data-src="https://freight.cargo.site/t/original/i/b44b57b41224f1d91f712da9dbf7b702b73da54bbea5531c77236cf009522d40/Screenshot-2022-11-12-at-6.12.32-PM.png" data-mid="159939102" border="0" src="https://freight.cargo.site/w/690/i/b44b57b41224f1d91f712da9dbf7b702b73da54bbea5531c77236cf009522d40/Screenshot-2022-11-12-at-6.12.32-PM.png" /> <img width="690" height="1496" width_o="690" height_o="1496" data-src="https://freight.cargo.site/t/original/i/f4b4ed30b0092ddf08685adddf9238e3964ec9d489733f6d7604746747d60141/Screenshot-2022-11-12-at-6.11.56-PM.png" data-mid="159939185" border="0" src="https://freight.cargo.site/w/690/i/f4b4ed30b0092ddf08685adddf9238e3964ec9d489733f6d7604746747d60141/Screenshot-2022-11-12-at-6.11.56-PM.png" /> <img width="688" height="1500" width_o="688" height_o="1500" data-src="https://freight.cargo.site/t/original/i/162236f5c4bfa5fb01e2c807abb660d030d85d33d29d67ada8e101d0a5e6b309/Screenshot-2022-11-12-at-6.12.46-PM.png" data-mid="160054265" border="0" src="https://freight.cargo.site/w/688/i/162236f5c4bfa5fb01e2c807abb660d030d85d33d29d67ada8e101d0a5e6b309/Screenshot-2022-11-12-at-6.12.46-PM.png" /> <img width="1280" height="1279" width_o="1280" height_o="1279" data-src="https://freight.cargo.site/t/original/i/4c7297d74f90e8022cdc10f44dd8bdafe76b66fd6bdef5eacd4a3bb1eff9c3e5/3-576eae9b-f9b7-4518-9ddd-8fff9e93c020.jpg" data-mid="158750982" border="0" src="https://freight.cargo.site/w/1000/i/4c7297d74f90e8022cdc10f44dd8bdafe76b66fd6bdef5eacd4a3bb1eff9c3e5/3-576eae9b-f9b7-4518-9ddd-8fff9e93c020.jpg" /> <img width="1280" height="1280" width_o="1280" height_o="1280" data-src="https://freight.cargo.site/t/original/i/73f050412b9a3537dc6d9f7649e911a5d8ce0614c01dac2fadab78e66af3cd68/520b818ba-0978-4e98-b4cc-814e8cc4f07c.jpg" data-mid="158751047" border="0" src="https://freight.cargo.site/w/1000/i/73f050412b9a3537dc6d9f7649e911a5d8ce0614c01dac2fadab78e66af3cd68/520b818ba-0978-4e98-b4cc-814e8cc4f07c.jpg" /> <img width="4500" height="4500" width_o="4500" height_o="4500" data-src="https://freight.cargo.site/t/original/i/a0502ca00c6d396e91b3122408b706929799cc216a0c86441c3c9e350c548d9e/1-IMG_8470.jpeg" data-mid="158751076" border="0" src="https://freight.cargo.site/w/1000/i/a0502ca00c6d396e91b3122408b706929799cc216a0c86441c3c9e350c548d9e/1-IMG_8470.jpeg" /> Yoga Science and You Science in powerful servings on social media <img width="554" height="526" width_o="554" height_o="526" data-src="https://freight.cargo.site/t/original/i/bcf48d41b61919b039b17157bfbea165563586b5fe89bc142a76a97cfddc4a19/DAILY-LIFE-AND-YOU.png" data-mid="160057941" 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data-src="https://freight.cargo.site/t/original/i/c6ceee3e3fbd10203653b61d3d64eba35917aa84fe4ad226a3d86cab1cc47af0/Screenshot-2022-11-23-at-11.16.05-PM.png" data-mid="160115403" border="0" src="https://freight.cargo.site/w/1000/i/c6ceee3e3fbd10203653b61d3d64eba35917aa84fe4ad226a3d86cab1cc47af0/Screenshot-2022-11-23-at-11.16.05-PM.png" />︎︎︎ <img width="1588" height="1586" width_o="1588" height_o="1586" data-src="https://freight.cargo.site/t/original/i/a63c1008d55a7478cd6eb46a785d8e81c350890ac8781b27ba5f23266b9d90a4/Screenshot-2022-11-23-at-11.16.18-PM.png" data-mid="160115404" border="0" src="https://freight.cargo.site/w/1000/i/a63c1008d55a7478cd6eb46a785d8e81c350890ac8781b27ba5f23266b9d90a4/Screenshot-2022-11-23-at-11.16.18-PM.png" /> ︎︎︎ <img width="1588" height="1588" width_o="1588" height_o="1588" data-src="https://freight.cargo.site/t/original/i/5eb26fbf31fdba74b95f9caa98a65064d3785745002b924071501b47f0c7a9d5/Screenshot-2022-11-23-at-11.16.40-PM.png" data-mid="160115405" border="0" src="https://freight.cargo.site/w/1000/i/5eb26fbf31fdba74b95f9caa98a65064d3785745002b924071501b47f0c7a9d5/Screenshot-2022-11-23-at-11.16.40-PM.png" />︎︎︎ <img width="1596" height="1605" width_o="1596" height_o="1605" data-src="https://freight.cargo.site/t/original/i/6a4d7b252498eafaafc3e13735781b6d39a749fea4f756923b4d61dfdcabb06b/Aayu-ads-thumbnails-10.png" data-mid="160058066" border="0" src="https://freight.cargo.site/w/1000/i/6a4d7b252498eafaafc3e13735781b6d39a749fea4f756923b4d61dfdcabb06b/Aayu-ads-thumbnails-10.png" /> <img width="1600" height="1608" width_o="1600" height_o="1608" data-src="https://freight.cargo.site/t/original/i/b9b1345a9ae3e7efa66cb95b29e0e67fbcd7755d9724ee85c247ad1c58d9e0e0/Aayu-ads-thumbnails-08.png" data-mid="160058067" border="0" src="https://freight.cargo.site/w/1000/i/b9b1345a9ae3e7efa66cb95b29e0e67fbcd7755d9724ee85c247ad1c58d9e0e0/Aayu-ads-thumbnails-08.png" /> Sound Vibrations, Chanting and Healing <img width="1280" height="1280" width_o="1280" height_o="1280" data-src="https://freight.cargo.site/t/original/i/e84365ef5df1dbc7ca39dd4809a9cd6a946ad6d7a15cb4737c9b1e6bbdc95403/1.jpg" data-mid="158751469" border="0" src="https://freight.cargo.site/w/1000/i/e84365ef5df1dbc7ca39dd4809a9cd6a946ad6d7a15cb4737c9b1e6bbdc95403/1.jpg" />︎︎︎ <img width="1590" height="1588" width_o="1590" height_o="1588" data-src="https://freight.cargo.site/t/original/i/60737e5d97e172287b9db6543b485759af3662fd6bb02e9fb3f409b26363b07d/Screenshot-2022-11-24-at-8.21.59-PM.png" data-mid="160115452" border="0" src="https://freight.cargo.site/w/1000/i/60737e5d97e172287b9db6543b485759af3662fd6bb02e9fb3f409b26363b07d/Screenshot-2022-11-24-at-8.21.59-PM.png" />︎︎︎ <img width="1592" height="1590" width_o="1592" height_o="1590" data-src="https://freight.cargo.site/t/original/i/d9bf7e80a2ca8364c44e44d89594af211406181d0358a5f88091f45742b83539/Screenshot-2022-11-24-at-8.21.41-PM.png" data-mid="160115465" border="0" src="https://freight.cargo.site/w/1000/i/d9bf7e80a2ca8364c44e44d89594af211406181d0358a5f88091f45742b83539/Screenshot-2022-11-24-at-8.21.41-PM.png" />︎︎︎ Mood and Synchronised Growth <img width="692" height="1502" width_o="692" height_o="1502" data-src="https://freight.cargo.site/t/original/i/7bc5013ec1da80a473498afbd751dc489880123c8440f678e0c530a9d11c47fc/Screenshot-2022-11-12-at-6.08.17-PM.png" data-mid="160059258" border="0" src="https://freight.cargo.site/w/692/i/7bc5013ec1da80a473498afbd751dc489880123c8440f678e0c530a9d11c47fc/Screenshot-2022-11-12-at-6.08.17-PM.png" /> <img width="694" height="1498" width_o="694" height_o="1498" data-src="https://freight.cargo.site/t/original/i/57311a09a69c3e20f3c05c21d0a0e1ab9daf4b7c234872cef9655d130a2da11b/Screenshot-2022-11-12-at-6.08.26-PM.png" data-mid="160059270" border="0" src="https://freight.cargo.site/w/694/i/57311a09a69c3e20f3c05c21d0a0e1ab9daf4b7c234872cef9655d130a2da11b/Screenshot-2022-11-12-at-6.08.26-PM.png" /> <img width="1446" height="3130" width_o="1446" height_o="3130" data-src="https://freight.cargo.site/t/original/i/95f6e4d2b545ffcf3059601ffc5d5121d2fb6c0722594d2d97c7b6e9145b3b0d/Aayu-mood-11.png" data-mid="160059491" border="0" src="https://freight.cargo.site/w/1000/i/95f6e4d2b545ffcf3059601ffc5d5121d2fb6c0722594d2d97c7b6e9145b3b0d/Aayu-mood-11.png" /> <img width="2896" height="1502" width_o="2896" height_o="1502" data-src="https://freight.cargo.site/t/original/i/4197b4a99df93a40cccc21d1fa3326ed6bdf2761dd82a6a1bca4952d69fd99fc/Screenshot-2022-11-24-at-8.05.28-PM.png" data-mid="160061386" border="0" src="https://freight.cargo.site/w/1000/i/4197b4a99df93a40cccc21d1fa3326ed6bdf2761dd82a6a1bca4952d69fd99fc/Screenshot-2022-11-24-at-8.05.28-PM.png" /> <img width="1443" height="3126" width_o="1443" height_o="3126" data-src="https://freight.cargo.site/t/original/i/a4f87a45e937ec8fff6c448c0c479808ed2b04518296a3bfee6dc01ca01e9ad4/Aayu-mood-1-12.png" data-mid="160115659" border="0" src="https://freight.cargo.site/w/1000/i/a4f87a45e937ec8fff6c448c0c479808ed2b04518296a3bfee6dc01ca01e9ad4/Aayu-mood-1-12.png" /> <img width="692" height="1502" width_o="692" height_o="1502" data-src="https://freight.cargo.site/t/original/i/42c9fe697f833879042bc8555b41d55292b99902267eb6a4e5c47fda820f71bb/Screenshot-2022-11-12-at-6.09.36-PM.png" data-mid="160060387" border="0" src="https://freight.cargo.site/w/692/i/42c9fe697f833879042bc8555b41d55292b99902267eb6a4e5c47fda820f71bb/Screenshot-2022-11-12-at-6.09.36-PM.png" /> <img width="692" height="1502" width_o="692" height_o="1502" data-src="https://freight.cargo.site/t/original/i/04495ff5031e2826e3fd95fb1192ab7e157808fef45b783c04f144efcd8597e2/Screenshot-2022-11-12-at-6.09.50-PM.png" data-mid="160060393" border="0" src="https://freight.cargo.site/w/692/i/04495ff5031e2826e3fd95fb1192ab7e157808fef45b783c04f144efcd8597e2/Screenshot-2022-11-12-at-6.09.50-PM.png" /> Aayu Blog <img width="1710" height="1038" width_o="1710" height_o="1038" data-src="https://freight.cargo.site/t/original/i/2ac5c4e953d798919de6f4e61d7aff806dc6ce5e623be48fda2566c9a597c009/Screenshot-2022-11-12-at-7.24.26-PM.png" data-mid="160117308" border="0" src="https://freight.cargo.site/w/1000/i/2ac5c4e953d798919de6f4e61d7aff806dc6ce5e623be48fda2566c9a597c009/Screenshot-2022-11-12-at-7.24.26-PM.png" /> <img width="1708" height="1576" width_o="1708" height_o="1576" data-src="https://freight.cargo.site/t/original/i/5adb3a78f6f7eb4b9ac10e7a64961a0d172e96ec1f4e99ffee233b43e43022e8/Screenshot-2022-11-12-at-7.24.58-PM.png" data-mid="160117309" border="0" src="https://freight.cargo.site/w/1000/i/5adb3a78f6f7eb4b9ac10e7a64961a0d172e96ec1f4e99ffee233b43e43022e8/Screenshot-2022-11-12-at-7.24.58-PM.png" /> Aayu Brand Guidelines Tone of voice Aayu is a wellness brand focussed on holistic healing. Its tone of voice, at all times, is positive, upbeat and warm. Aayu does not try to shame people about their lifestyle choices. It is gentle and empathetic when it asks people to change. It also never overpromises. The trust of its consumers is important to Aayu. Which is why it is honest in what it offers and direct in the way it communicates. Aayu does not use ornamental words or flowery adjectives. Its language is simple, crisp and conversational. It also believes that humour is a great way to connect with people. Especially in the healing space where concepts can sometimes be complex, humour can help demystify the process and make the brand approachable. Logo Identity <img width="2696" height="1792" width_o="2696" height_o="1792" data-src="https://freight.cargo.site/t/original/i/3ed2d9270aead598e624809fccceedaae00975a7753f4d2bef70dc950d4aed2c/Screenshot-2022-11-24-at-9.27.47-PM.png" data-mid="160115612" border="0" src="https://freight.cargo.site/w/1000/i/3ed2d9270aead598e624809fccceedaae00975a7753f4d2bef70dc950d4aed2c/Screenshot-2022-11-24-at-9.27.47-PM.png" />Holding within it both stability and flow, this identity design transmits a balance unique in its aesthetic. With its right side in a serif typeface blending seamlessly with the contemporary left side, its form reflects this in harmonic balance of mind and body. Serifs inherently convey particular qualities; such as trust, establishment, and authority. The fluid curve carries flexibility and brings the yin to the yang aspect. Using ‘A’ as Aayu’s mnemonic epitomises a beginning, a foundation. The halo levitating above suggests an upward movement, an aspiration, an evolution.Animation and Sound Design What connects the body and the mind is the breath. The animation uses a single breath for a&nbsp;mnemonic as a starting point and a signature end of all Aayu videos across product and communication. <img width="1451" height="1446" width_o="1451" height_o="1446" data-src="https://freight.cargo.site/t/original/i/99b967e342b53057f728aca14bb4a34a607d16ec219e3818f6b0b33a05f062c4/Aayu-logo-animation-thumbnail-15.png" data-mid="160115632" border="0" src="https://freight.cargo.site/w/1000/i/99b967e342b53057f728aca14bb4a34a607d16ec219e3818f6b0b33a05f062c4/Aayu-logo-animation-thumbnail-15.png" /> <img width="1454" height="1448" width_o="1454" height_o="1448" data-src="https://freight.cargo.site/t/original/i/c48966582b2b4ec3911895af277bba68bb264084d890bfd0f4e9da5a96559cfd/Aayu-logo-animation-thumbnail-14.png" data-mid="160115647" border="0" src="https://freight.cargo.site/w/1000/i/c48966582b2b4ec3911895af277bba68bb264084d890bfd0f4e9da5a96559cfd/Aayu-logo-animation-thumbnail-14.png" /> <img width="1451" height="1450" width_o="1451" height_o="1450" data-src="https://freight.cargo.site/t/original/i/c632d7c426e91c06fc7827af4a96634cf531ad7191605dd01776f4085cf42bb2/Aayu-logo-animation-thumbnail-13.png" data-mid="160115648" border="0" src="https://freight.cargo.site/w/1000/i/c632d7c426e91c06fc7827af4a96634cf531ad7191605dd01776f4085cf42bb2/Aayu-logo-animation-thumbnail-13.png" /> Design System <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/2a13f7f01673bf5e39953ae7a07d762cd0bda5d6eba8a165aa9672f00fbfa32f/Slide-16_9---8.jpg" data-mid="160117330" border="0" src="https://freight.cargo.site/w/1000/i/2a13f7f01673bf5e39953ae7a07d762cd0bda5d6eba8a165aa9672f00fbfa32f/Slide-16_9---8.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/593a9954eecba8afa0f2f60239e2f57cecd755d8d00ed80509521bc25de2855f/Slide-16_9---3.jpg" data-mid="160115528" border="0" src="https://freight.cargo.site/w/1000/i/593a9954eecba8afa0f2f60239e2f57cecd755d8d00ed80509521bc25de2855f/Slide-16_9---3.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/c0e120c80ce1d608f7646f460862bcf656e67a86c9c76a722cd5fd2a64a6586c/Slide-16_9---4.jpg" data-mid="160115529" border="0" src="https://freight.cargo.site/w/1000/i/c0e120c80ce1d608f7646f460862bcf656e67a86c9c76a722cd5fd2a64a6586c/Slide-16_9---4.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/d3584528db65e45f9ef8047a15749c8d9736e11c811086d6b89305de6a6d993c/Slide-16_9---5.jpg" data-mid="160115530" border="0" src="https://freight.cargo.site/w/1000/i/d3584528db65e45f9ef8047a15749c8d9736e11c811086d6b89305de6a6d993c/Slide-16_9---5.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/07608bad6b3f8c8a43c8681cd2f4780ac19176efd4736d6a2a9ade35c763ad06/Slide-16_9---6.jpg" data-mid="160115531" border="0" src="https://freight.cargo.site/w/1000/i/07608bad6b3f8c8a43c8681cd2f4780ac19176efd4736d6a2a9ade35c763ad06/Slide-16_9---6.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/e67766b1ef9157889b496fe5cca69c9763b690d810683ade992e93cc423a03a1/Slide-16_9---7.jpg" data-mid="160115532" border="0" src="https://freight.cargo.site/w/1000/i/e67766b1ef9157889b496fe5cca69c9763b690d810683ade992e93cc423a03a1/Slide-16_9---7.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/ccae6ba9988fe7d9cbf90b3ed8ed035b0abafd965f586eec03115fac16b75b99/Slide-16_9---12.jpg" data-mid="160115562" border="0" src="https://freight.cargo.site/w/1000/i/ccae6ba9988fe7d9cbf90b3ed8ed035b0abafd965f586eec03115fac16b75b99/Slide-16_9---12.jpg" /> <img width="2881" height="1620" width_o="2881" height_o="1620" data-src="https://freight.cargo.site/t/original/i/7d6bf7a7977cfeb4203720e96863606263f6b440ceb152ac664f269ca6d48e28/Slide-16_9---11.jpg" data-mid="160115533" border="0" src="https://freight.cargo.site/w/1000/i/7d6bf7a7977cfeb4203720e96863606263f6b440ceb152ac664f269ca6d48e28/Slide-16_9---11.jpg" /><img width="2880" height="1620" width_o="2880" height_o="1620" data-src="https://freight.cargo.site/t/original/i/f2aadf9d876ada8646e5d39ce7ba81b35d08bdae536ac8b137b9416ed39635a2/Slide-16_9---17.jpg" data-mid="160115566" border="0" src="https://freight.cargo.site/w/1000/i/f2aadf9d876ada8646e5d39ce7ba81b35d08bdae536ac8b137b9416ed39635a2/Slide-16_9---17.jpg" /> ︎ Instagram &nbsp; / &nbsp; ︎︎︎ Website Founder: Karan Talreja CEO: Abidali Dantrelia Creative Head: Shirin JohariCTO: Vamsi Talasila Writers: Shubhangi Swarup, Ahana Chowdhry and Meeti Shroff Shah UX, UI team: Krupa Sonecha and Arun Somasekharan Sound Design Partner: Karan MalhotraIllustration team: Namrata Gosavi, Arun SomasekharanAnimation Partner: Kalp SanghviPhotography: Urvi Research and writing: Gayatri PahlajaniOperations and Management: Puja Roy and Sailee Dipankr <img width="3154" height="5394" width_o="3154" height_o="5394" data-src="https://freight.cargo.site/t/original/i/2eb7d8f0e35895da972c8b3b873c2d2447833a58989a42b6d0068c3042766649/Namaste.png" data-mid="160058783" border="0" data-scale="37" src="https://freight.cargo.site/w/1000/i/2eb7d8f0e35895da972c8b3b873c2d2447833a58989a42b6d0068c3042766649/Namaste.png" /> https://shirinjohari.com/Pole-Burnt Mon, 27 Sep 2021 18:49:43 +0000 shirin johari https://shirinjohari.com/Pole-Burnt Pole Burnt Pole has transformed me in ways I could have never imagined. So creating this logo identity for&nbsp;India's pioneering Pole Fitness Studio, Pole Burnt, was a very special affair.<img width="4032" height="3287" width_o="4032" height_o="3287" data-src="https://freight.cargo.site/t/original/i/6bcf431a595491fd65cf91a206a6f977a2623dfa1d6fd37a60e38a68eb93f39c/unnamed.jpg" data-mid="120572283" border="0" src="https://freight.cargo.site/w/1000/i/6bcf431a595491fd65cf91a206a6f977a2623dfa1d6fd37a60e38a68eb93f39c/unnamed.jpg" /> I worked with founder Aarifa Bhinderwala towards creating a brand personality that reflected her vision. By positioning the identity design in a new space - away from the traditional associations of pole with lipstick, high heels and strip clubs. And closer to creating poetry, connecting with oneself and elevating the mind through physical movement. A peek into Pole Burnt&nbsp;︎ <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a9143009a13760a678b643ce7948c0ec56cdf787fe2293cc4e7c8ff249506904/image2.jpeg" data-mid="120574251" border="0" src="https://freight.cargo.site/w/1000/i/a9143009a13760a678b643ce7948c0ec56cdf787fe2293cc4e7c8ff249506904/image2.jpeg" /> I began shaping an identity that mirrored her centred determination and burning creative exploration. It is said that ‘The dichotomy of the mind and body is an artificial one.’&nbsp; And the heartwarming responses to this design echoed just that. Some said, ‘It’s like the journey from feeling heavy to feeling light and airy on the pole, like the rise of the phoenix.’ And some, that ‘It strikes a beautiful balance between grit and grace.’ <img width="1357" height="2091" width_o="1357" height_o="2091" data-src="https://freight.cargo.site/t/original/i/13446033491385881b94fc7918f26d65e876a290d7521828942694c4f04a2505/4.png" data-mid="120578185" border="0" src="https://freight.cargo.site/w/1000/i/13446033491385881b94fc7918f26d65e876a290d7521828942694c4f04a2505/4.png" /> <img width="1381" height="2103" width_o="1381" height_o="2103" data-src="https://freight.cargo.site/t/original/i/5370a046122ee699ed8c1f93740fa3ab673e3333d548f03d0b8006a8029f6cbf/2.png" data-mid="120577912" border="0" src="https://freight.cargo.site/w/1000/i/5370a046122ee699ed8c1f93740fa3ab673e3333d548f03d0b8006a8029f6cbf/2.png" /> <img width="1363" height="2106" width_o="1363" height_o="2106" data-src="https://freight.cargo.site/t/original/i/ddad2228b813f8a545cb7ceefe84d566cac6ffde47daeb3e49c43a738b33ab06/1.png" data-mid="120577862" border="0" src="https://freight.cargo.site/w/1000/i/ddad2228b813f8a545cb7ceefe84d566cac6ffde47daeb3e49c43a738b33ab06/1.png" /> <img width="1377" height="2106" width_o="1377" height_o="2106" data-src="https://freight.cargo.site/t/original/i/b82a88571c73875f75d7345329fbe43ade39cc67c3df6b7220828a2bce6f319b/3.png" data-mid="120578187" border="0" src="https://freight.cargo.site/w/1000/i/b82a88571c73875f75d7345329fbe43ade39cc67c3df6b7220828a2bce6f319b/3.png" /> <img width="2763" height="1650" width_o="2763" height_o="1650" data-src="https://freight.cargo.site/t/original/i/54c458fab269a70e3690ac92eeb180c02e04fc88ba1f6b9914dd6b21ff58ce8b/Logo-high-res-03.jpg" data-mid="120580599" border="0" data-scale="72" src="https://freight.cargo.site/w/1000/i/54c458fab269a70e3690ac92eeb180c02e04fc88ba1f6b9914dd6b21ff58ce8b/Logo-high-res-03.jpg" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/82dd7a3343368a0cf8b21ac092e54515bfbdd5e16139a24a42680f43b2f7708d/logo-card.jpg" data-mid="120573240" border="0" src="https://freight.cargo.site/w/1000/i/82dd7a3343368a0cf8b21ac092e54515bfbdd5e16139a24a42680f43b2f7708d/logo-card.jpg" /> <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/53cb0d7d5bb6e5c0c78682c77dd612b2d9e5e7a53333e2f796724b38653bbac5/image1.jpeg" data-mid="120574254" border="0" src="https://freight.cargo.site/w/1000/i/53cb0d7d5bb6e5c0c78682c77dd612b2d9e5e7a53333e2f796724b38653bbac5/image1.jpeg" /> What seemed initially like a cool fitness sport to experience, made me over time, open up my body and feel a centred confidence. I remember going to class once feeling really low about something. It was a Sunday and I had already booked the session. Just the act of spinning and making new muscle memory during class somehow released all the stress and I walked out feeling upbeat with a new perspective. <img width="956" height="1194" width_o="956" height_o="1194" data-src="https://freight.cargo.site/t/original/i/3063411d50d6186bde37369ee4b279086d601d0b7f4caf1961e41351f9beec53/Screenshot-2021-10-03-at-7.14.53-PM.png" data-mid="120579176" border="0" src="https://freight.cargo.site/w/956/i/3063411d50d6186bde37369ee4b279086d601d0b7f4caf1961e41351f9beec53/Screenshot-2021-10-03-at-7.14.53-PM.png" /> <img width="958" height="1194" width_o="958" height_o="1194" data-src="https://freight.cargo.site/t/original/i/c66eb02392c945b6b0fe5d57b6e7904905bae31722d78d709de6f4d111938ea3/Screenshot-2021-10-03-at-7.15.28-PM.png" data-mid="120579218" border="0" src="https://freight.cargo.site/w/958/i/c66eb02392c945b6b0fe5d57b6e7904905bae31722d78d709de6f4d111938ea3/Screenshot-2021-10-03-at-7.15.28-PM.png" /> <img width="956" height="1194" width_o="956" height_o="1194" data-src="https://freight.cargo.site/t/original/i/1d41e5b41a7d1f4bdfb2abf42acc0f80d1c65ed5effbf7018361496b64aa3eff/Screenshot-2021-10-03-at-7.09.56-PM.png" data-mid="120579261" border="0" src="https://freight.cargo.site/w/956/i/1d41e5b41a7d1f4bdfb2abf42acc0f80d1c65ed5effbf7018361496b64aa3eff/Screenshot-2021-10-03-at-7.09.56-PM.png" /> <img width="1357" height="1686" width_o="1357" height_o="1686" data-src="https://freight.cargo.site/t/original/i/74ad05c065b600de9b6c8d7f82cc31dc897552d18c84ff498292cfc25fff963f/IMG_2895.PNG" data-mid="120580164" border="0" src="https://freight.cargo.site/w/1000/i/74ad05c065b600de9b6c8d7f82cc31dc897552d18c84ff498292cfc25fff963f/IMG_2895.PNG" /> https://shirinjohari.com/Immerse-Puma Wed, 04 Aug 2021 17:00:51 +0000 shirin johari https://shirinjohari.com/Immerse-Puma &nbsp;Puma: Corporate Internship ExperienceRun by Immrse / 2020 Estimatedly 70% of students are confused about their career choices, and one can only do a limited number internships during their high-school or college years. Moreover, there was no product that bridged the gap between the theoretical and practical aspects of a career. What if students could experience more career options in a real-world scenario? Immrse, an ed-tech company wanted to create content that could serve as internship learnings across multiple career fields. That’s where the virtual ‘Corporate Internship Experience’ was conceptualised. <img width="3126" height="1550" width_o="3126" height_o="1550" data-src="https://freight.cargo.site/t/original/i/ff0510be7c33540e7f0fe0e2c0cecfbedd4fc3a4c004b8d4dca2ba849aa679d3/Screen-Shot-2020-07-23-at-3.35.58-PM.png" data-mid="115402658" border="0" src="https://freight.cargo.site/w/1000/i/ff0510be7c33540e7f0fe0e2c0cecfbedd4fc3a4c004b8d4dca2ba849aa679d3/Screen-Shot-2020-07-23-at-3.35.58-PM.png" /> The content available on other ed-tech platforms was purely theoretical. What about the social-emotional aspect, I asked. Peer pressure from colleagues, understanding proffessional etiquette, developing confidence and so much more. I conceptualised and co-created an interactive, role-playing game that integrated a real-world experience in a certified educational course. <img width="6332" height="4024" width_o="6332" height_o="4024" data-src="https://freight.cargo.site/t/original/i/76a4a3b4429b30072520de5d93914b74ba56259a43cf042104714326ae716f09/studennt-on-comp.jpg" data-mid="116642332" border="0" src="https://freight.cargo.site/w/1000/i/76a4a3b4429b30072520de5d93914b74ba56259a43cf042104714326ae716f09/studennt-on-comp.jpg" /> I created a virtual internship experience foundational for the ‘Marketing’ category and a template extendable across subsequent career categories that would be regularly added. So every summer / winter break, students could prepare to be immersed in a whole new profession. We began with a ‘Marketing Internship’ set in a popular shoe company that was going to launch their next big sneaker for women. In a few months, Puma was officially on board. <img width="3413" height="1810" width_o="3413" height_o="1810" data-src="https://freight.cargo.site/t/original/i/085eaea34081003961639fd22f3a03238437816a9b15c43c2086f58b0eb86058/Thumbnail-02.jpg" data-mid="116643741" border="0" data-scale="35" src="https://freight.cargo.site/w/1000/i/085eaea34081003961639fd22f3a03238437816a9b15c43c2086f58b0eb86058/Thumbnail-02.jpg" /> Since the launch was scheduled with a large student base, part of a chain of universities in Tamil Nadu, South India - where breaking a coconut traditionally marked an auspicious beginning, this experience was digitised for a little play and engagement. <img width="8000" height="4501" width_o="8000" height_o="4501" data-src="https://freight.cargo.site/t/original/i/955ea1cf42b8a668f7ea9cef56f218a41b1bef449f76b41e8438d630b7efc699/Ep-1-09.jpg" data-mid="116641227" border="0" src="https://freight.cargo.site/w/1000/i/955ea1cf42b8a668f7ea9cef56f218a41b1bef449f76b41e8438d630b7efc699/Ep-1-09.jpg" /> <img width="8000" height="4501" width_o="8000" height_o="4501" data-src="https://freight.cargo.site/t/original/i/87bbac051b25f76bc5815728a9daab6ba715dea9f633c68c3219f602ac567ff7/Ep-1-10.jpg" data-mid="116641236" border="0" src="https://freight.cargo.site/w/1000/i/87bbac051b25f76bc5815728a9daab6ba715dea9f633c68c3219f602ac567ff7/Ep-1-10.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/3133c34b443bc4e76e6509d996a17617db6d716d0ecb65baff50b99355442f47/viddeo-thumbnail-21.jpg" data-mid="116917745" border="0" src="https://freight.cargo.site/w/1000/i/3133c34b443bc4e76e6509d996a17617db6d716d0ecb65baff50b99355442f47/viddeo-thumbnail-21.jpg" /> The whole experience was divided into 15 episodes. Nudges, choices beetween formal, informal and semi-formal ways of communication and socio-cultural aspects of a workplace were integrated through the 4 week program. <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/c1aa5307dec459eaa0925671528d6e41380d4681c67c7fa217caca1e99389e52/Ep-1-14.jpg" data-mid="116917844" border="0" src="https://freight.cargo.site/w/1000/i/c1aa5307dec459eaa0925671528d6e41380d4681c67c7fa217caca1e99389e52/Ep-1-14.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/eea1bff9b163867a17bab6f87ca65c250316d5dd03c5daaccbc2917b3031ccce/Ep-1-17.jpg" data-mid="116917845" border="0" src="https://freight.cargo.site/w/1000/i/eea1bff9b163867a17bab6f87ca65c250316d5dd03c5daaccbc2917b3031ccce/Ep-1-17.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/95db90f99de81b4d9fc8a2bcdd34a5ba026a75f635e19438c9357111e56c15cf/Bios-screens-episode1-18.jpg" data-mid="116917964" border="0" src="https://freight.cargo.site/w/1000/i/95db90f99de81b4d9fc8a2bcdd34a5ba026a75f635e19438c9357111e56c15cf/Bios-screens-episode1-18.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/bb6d2495b5127ea3180e063d336f83843e2de06e3deef8efc2c2aa30b83d875e/Bios-screens-episode1-22.jpg" data-mid="116917966" border="0" src="https://freight.cargo.site/w/1000/i/bb6d2495b5127ea3180e063d336f83843e2de06e3deef8efc2c2aa30b83d875e/Bios-screens-episode1-22.jpg" /> The gamified episodes compute a ‘Cred Score’ that a student can see details of in their profile section. <img width="8000" height="16132" width_o="8000" height_o="16132" data-src="https://freight.cargo.site/t/original/i/75aa8bec3053271cb9c1ef201b574eebfcbf3fe7900d0a68b1604f41f110fe98/Profile-01.jpg" data-mid="116984916" border="0" src="https://freight.cargo.site/w/1000/i/75aa8bec3053271cb9c1ef201b574eebfcbf3fe7900d0a68b1604f41f110fe98/Profile-01.jpg" /> <img width="8000" height="9745" width_o="8000" height_o="9745" data-src="https://freight.cargo.site/t/original/i/10f5a4c27b581038e73054d54c7541c24e6f9ed1d2a616c196774fdbdc332dd0/Profile-certi-01.jpg" data-mid="116987956" border="0" src="https://freight.cargo.site/w/1000/i/10f5a4c27b581038e73054d54c7541c24e6f9ed1d2a616c196774fdbdc332dd0/Profile-certi-01.jpg" /> Friendly navigation and settings <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/3a50866a5472957d50303d7a2d2af9503d80bf60eb62df6fa8cab1008fc72839/menu-drop-01.jpg" data-mid="116987961" border="0" src="https://freight.cargo.site/w/1000/i/3a50866a5472957d50303d7a2d2af9503d80bf60eb62df6fa8cab1008fc72839/menu-drop-01.jpg" /> <img width="8000" height="6353" width_o="8000" height_o="6353" data-src="https://freight.cargo.site/t/original/i/ff46c19cf887a037d059580ed76b6a0d6ac33381b6df77cbcb46323d84344007/Profile-settings-01.jpg" data-mid="116987962" border="0" src="https://freight.cargo.site/w/1000/i/ff46c19cf887a037d059580ed76b6a0d6ac33381b6df77cbcb46323d84344007/Profile-settings-01.jpg" /> A psychometric test at the end helped appraise an in-depth assesment report shared with the student. <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/4aa6062b9ee4c92e7ae5de784b0311f85eb8fbc2988ed31a9162036d98445d05/psychometric-12.jpg" data-mid="116933158" border="0" src="https://freight.cargo.site/w/1000/i/4aa6062b9ee4c92e7ae5de784b0311f85eb8fbc2988ed31a9162036d98445d05/psychometric-12.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/ee1c354813e32ffa3096996ce47522f35b8fd463d3c03abcbb1ab838ab842798/psychometric-13.jpg" data-mid="116933171" border="0" src="https://freight.cargo.site/w/1000/i/ee1c354813e32ffa3096996ce47522f35b8fd463d3c03abcbb1ab838ab842798/psychometric-13.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/c5b9820fe53afc4981abe4d0de069abb216e87688761390686cfc2b485a1e7a7/psychometric-11.jpg" data-mid="116933173" border="0" src="https://freight.cargo.site/w/1000/i/c5b9820fe53afc4981abe4d0de069abb216e87688761390686cfc2b485a1e7a7/psychometric-11.jpg" /> <img width="8001" height="4501" width_o="8001" height_o="4501" data-src="https://freight.cargo.site/t/original/i/699354c5f4085b0d3c841a305e4e2e4b4677156fb93eb37c7e77dce1e290814e/psychometric-14.jpg" data-mid="116933178" border="0" src="https://freight.cargo.site/w/1000/i/699354c5f4085b0d3c841a305e4e2e4b4677156fb93eb37c7e77dce1e290814e/psychometric-14.jpg" /> <img width="8000" height="4500" width_o="8000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/97378d4da8e365ed9da2e8372f622cc0b8d700db49bdd76a160323fc54e5faaa/Episode-15-01.jpg" data-mid="116934809" border="0" src="https://freight.cargo.site/w/1000/i/97378d4da8e365ed9da2e8372f622cc0b8d700db49bdd76a160323fc54e5faaa/Episode-15-01.jpg" /> <img width="5334" height="3001" width_o="5334" height_o="3001" data-src="https://freight.cargo.site/t/original/i/6e193c710a7d150f1fbb4ce5458bbb1674c64ade7e6076002c3b65b7bb8983b2/Pitch-deck-slides-10.jpg" data-mid="116643694" border="0" src="https://freight.cargo.site/w/1000/i/6e193c710a7d150f1fbb4ce5458bbb1674c64ade7e6076002c3b65b7bb8983b2/Pitch-deck-slides-10.jpg" /> https://shirinjohari.com/Siddhayu Wed, 04 Aug 2021 13:17:41 +0000 shirin johari https://shirinjohari.com/Siddhayu Siddhayu : Herbal SciencesBaidyanath Group / Dentsu India Identity, branding and packaging design for Siddhayu’s launch of it’s product line in 2020 Siddhayu is one of Ayurveda’s premier research centres for the past 40 years. A part of the 100-year-old Baidyanath Group, it has been pushing the boundaries of this ancient Indian science. Siddhayu wanted to build a brand personality that would alter the perception of ayurveda from ‘purely herbal’ to ‘scientific’. <img width="5120" height="2082" width_o="5120" height_o="2082" data-src="https://freight.cargo.site/t/original/i/5eab8a2824210b81f9d6bdc789461922c3f34efa8baf89f6f02b8f123799529b/Siddhayu-IDENTITY--03.jpg" data-mid="115381085" border="0" src="https://freight.cargo.site/w/1000/i/5eab8a2824210b81f9d6bdc789461922c3f34efa8baf89f6f02b8f123799529b/Siddhayu-IDENTITY--03.jpg" /> While ayurveda is still revered today for its efficacy and use of natural ingredients, Siddhayu did not believe that it was a recipe book set in stone, unchanged for millennia. But that it was a powerful science&nbsp; built around the principle of balance. One that has the power to adapt and reinvent itself, almost prescient in its ability to solve the lifestyle-induced health problems of today. <img width="6840" height="4827" width_o="6840" height_o="4827" data-src="https://freight.cargo.site/t/original/i/81cb78812b0d3dd79809415abe3d0d998709768e81efb1602f5d9a6570754c33/Siddhayu-IDENTITY--02.jpg" data-mid="115381118" border="0" src="https://freight.cargo.site/w/1000/i/81cb78812b0d3dd79809415abe3d0d998709768e81efb1602f5d9a6570754c33/Siddhayu-IDENTITY--02.jpg" /> The identity design was created with the aim to reflect a balance between nature and science. The design language and illustration style blended hyper-realistic traditional artwork with contemporary graphics to further resonate with the philosophy. <img width="6844" height="4065" width_o="6844" height_o="4065" data-src="https://freight.cargo.site/t/original/i/680aebc4d30c941d19e7a8e0adc5271d65bb0147e69497cae44f5f48e94c514b/Siddhayu-IDENTITY--01.jpg" data-mid="115381135" border="0" src="https://freight.cargo.site/w/1000/i/680aebc4d30c941d19e7a8e0adc5271d65bb0147e69497cae44f5f48e94c514b/Siddhayu-IDENTITY--01.jpg" /> The website largely aimed at communicating with their network of distributors across India, Europe and Africa. <img width="1194" height="1765" width_o="1194" height_o="1765" data-src="https://freight.cargo.site/t/original/i/745ed99b0274c3b6380e26a3b32a29ad49b69f4037afcecabc6f7279c2f3b871/Siddhayu-IDENTITY--05.jpg" data-mid="115381195" border="0" src="https://freight.cargo.site/w/1000/i/745ed99b0274c3b6380e26a3b32a29ad49b69f4037afcecabc6f7279c2f3b871/Siddhayu-IDENTITY--05.jpg" /> <img width="1194" height="1765" width_o="1194" height_o="1765" data-src="https://freight.cargo.site/t/original/i/9e74e81b986d4cebec509980c962418a19bddbaa3449fe406eed630b1ef54d58/Siddhayu-IDENTITY--06.jpg" data-mid="115381196" border="0" src="https://freight.cargo.site/w/1000/i/9e74e81b986d4cebec509980c962418a19bddbaa3449fe406eed630b1ef54d58/Siddhayu-IDENTITY--06.jpg" /> Based on a packaging template created for them, Siddhayu has been adding more than 40 products for adults, children and pets to their growing product line. <img width="4863" height="2835" width_o="4863" height_o="2835" data-src="https://freight.cargo.site/t/original/i/fe9735555465b4d580981bfe3366862f2aaab81f93fa08c87597e2f45236933f/Siddhayu-IDENTITY--07.jpg" data-mid="115381248" border="0" src="https://freight.cargo.site/w/1000/i/fe9735555465b4d580981bfe3366862f2aaab81f93fa08c87597e2f45236933f/Siddhayu-IDENTITY--07.jpg" /> With Dentsu India https://shirinjohari.com/Divinectar Wed, 28 Jul 2021 09:43:42 +0000 shirin johari https://shirinjohari.com/Divinectar <img width="1762" height="558" width_o="1762" height_o="558" data-src="https://freight.cargo.site/t/original/i/00684da18292029d2f765991edcb0089165ecf335b07ea5b83b1092e7679eeb6/Divinectar-logo-identity-pink.jpg" data-mid="230534409" border="0" data-scale="69" src="https://freight.cargo.site/w/1000/i/00684da18292029d2f765991edcb0089165ecf335b07ea5b83b1092e7679eeb6/Divinectar-logo-identity-pink.jpg" /> As a new brand, producing unique plant-based luxury ayurvedic beauty and health products, Divinectar seeked an identity design that would reflect its personality. <img width="796" height="552" width_o="796" height_o="552" data-src="https://freight.cargo.site/t/original/i/7e09c564acea23e96136be4348939fa2e98e771daeee2fc73580f64ccce3b684/LOGO-colours-05.jpg" data-mid="230534396" border="0" src="https://freight.cargo.site/w/796/i/7e09c564acea23e96136be4348939fa2e98e771daeee2fc73580f64ccce3b684/LOGO-colours-05.jpg" /> <img width="796" height="552" width_o="796" height_o="552" data-src="https://freight.cargo.site/t/original/i/3e5f6b4e567fc3bb4cd9f2ac7f7d28d3ac4571d4b9ae5f93c4740f10dc0c409b/gold-logo-on-pink-03.jpg" data-mid="230534437" border="0" src="https://freight.cargo.site/w/796/i/3e5f6b4e567fc3bb4cd9f2ac7f7d28d3ac4571d4b9ae5f93c4740f10dc0c409b/gold-logo-on-pink-03.jpg" /> The design approached how our biological kingdom can be transformed into an etheral freeflowing healing liquid. It balances the trust and credibility of structure &amp; form with the intuitiveness of flow &amp; beauty. The liquid drops floating out, cue that the ‘divine nectar’ packaged into a little bottle is created straight from plants. <img width="3116" height="1638" width_o="3116" height_o="1638" data-src="https://freight.cargo.site/t/original/i/2440551d2954a05475bee01b8c3cdde6b3cd0127eb051f0ea2e1595e05d4773a/packaging-divinectar.png" data-mid="230496396" border="0" src="https://freight.cargo.site/w/1000/i/2440551d2954a05475bee01b8c3cdde6b3cd0127eb051f0ea2e1595e05d4773a/packaging-divinectar.png" /> <img width="4163" height="3508" width_o="4163" height_o="3508" data-src="https://freight.cargo.site/t/original/i/13c64ee488961755b4b0c23381df22d4ba4e5e2bf50c428641246b4c7cd6d151/hand-cream-divinectar-05.jpg" data-mid="230496726" border="0" src="https://freight.cargo.site/w/1000/i/13c64ee488961755b4b0c23381df22d4ba4e5e2bf50c428641246b4c7cd6d151/hand-cream-divinectar-05.jpg" /> <img width="4151" height="2094" width_o="4151" height_o="2094" data-src="https://freight.cargo.site/t/original/i/a571a73961322f658d7ccb52fed184dd65b78f660d13048cacfe6ff17c14d8b1/hand-cream-divinectar-06.jpg" data-mid="230496752" border="0" src="https://freight.cargo.site/w/1000/i/a571a73961322f658d7ccb52fed184dd65b78f660d13048cacfe6ff17c14d8b1/hand-cream-divinectar-06.jpg" /> <img width="5775" height="1226" width_o="5775" height_o="1226" data-src="https://freight.cargo.site/t/original/i/492be34306a70bb29b6b0ea69cba7383c8091242ad9ac9cb93a2ea09f504ff35/Screenshot-2025-04-21-at-2.49.38PM.png" data-mid="230496434" border="0" data-scale="84" src="https://freight.cargo.site/w/1000/i/492be34306a70bb29b6b0ea69cba7383c8091242ad9ac9cb93a2ea09f504ff35/Screenshot-2025-04-21-at-2.49.38PM.png" /> Comissioned by: Bombay Design Company Client: Divinectar / 2020 https://shirinjohari.com/Brand-Campaigns-BookMyShow Mon, 02 Aug 2021 11:36:12 +0000 shirin johari https://shirinjohari.com/Brand-Campaigns-BookMyShow BookMyShow India : Brand Campaigns Creative Lead, India : 2020 - 2021 While BookMyShow is India’s largest entertainment company, it faced a challenge ahead in 2020. Over the past 12 years, it had successfully changed user behaviour across the country. People in India for the first time had moved from standing in queues to booking tickets online, be it for movies, shows, music festivals or other live experiences. It then began producing live events and created new business verticals. But as competition loomed, it was clear that it’s communication strategy going forward needed to reflect more than tactical benefits and discount offers. This was the exciting challenge for me when I was brought in as the Creative Lead. I aimed to establish a point of view as a brand, create work that was relatable, that built an emotional bond with the audience. Below are some pieces of marketing communication,&nbsp;seasonal campaigns and creatives.&nbsp; <img width="2226" height="2799" width_o="2226" height_o="2799" data-src="https://freight.cargo.site/t/original/i/88fd641fef09e9bc4f3ed0c510efc4cbd81d6e58acf3b924adc4a50374799c67/video-thumbnails1-06.jpg" data-mid="115190032" border="0" src="https://freight.cargo.site/w/1000/i/88fd641fef09e9bc4f3ed0c510efc4cbd81d6e58acf3b924adc4a50374799c67/video-thumbnails1-06.jpg" /> Creative Lead and Research: Shirin Johari / Copywriter : Meeti Shroff Shah / Editor: Tejasvi Bhosale In December 2020, pandemic restrictions in India were gradually lifted for live events, around Christmas and New Year’s. As India’s leading ticketing platform,&nbsp; BookMyShow’s marketing faced the dual challenge of communincating both -&nbsp; ‘exciting out-of-home experiences’ and ‘safety’. We created a campaign that hit a sweet spot.&nbsp; <img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/4a6e96faefac2b2221893d4f0551da1f2de602ff3a6e5cf76765b2b4b84efd61/Web-Showcase_1280x500.jpg" data-mid="115190303" border="0" src="https://freight.cargo.site/w/1000/i/4a6e96faefac2b2221893d4f0551da1f2de602ff3a6e5cf76765b2b4b84efd61/Web-Showcase_1280x500.jpg" /> <img width="973" height="488" width_o="973" height_o="488" data-src="https://freight.cargo.site/t/original/i/53ea5f4d7120f1078bbacd498151db1dcb859e3994322430f1f6c981a2bb0290/BodyGlitter-Campaign-02.jpg" data-mid="115190305" border="0" src="https://freight.cargo.site/w/973/i/53ea5f4d7120f1078bbacd498151db1dcb859e3994322430f1f6c981a2bb0290/BodyGlitter-Campaign-02.jpg" /> <img width="3116" height="1563" width_o="3116" height_o="1563" data-src="https://freight.cargo.site/t/original/i/5c2ad1c6573dc5b21032a3ad5ba57a02e6f5feab5f486d4b2e3ca537e1c46d93/2.jpg" data-mid="115190309" border="0" src="https://freight.cargo.site/w/1000/i/5c2ad1c6573dc5b21032a3ad5ba57a02e6f5feab5f486d4b2e3ca537e1c46d93/2.jpg" /> <img width="2194" height="1102" width_o="2194" height_o="1102" data-src="https://freight.cargo.site/t/original/i/400bdd9c58e748243dcf4e8fc5ed312ee06cdbb4033be41178fbb5dbb9377222/Screen-Shot-2020-12-23-at-2.07.25-AM.png" data-mid="115190320" border="0" src="https://freight.cargo.site/w/1000/i/400bdd9c58e748243dcf4e8fc5ed312ee06cdbb4033be41178fbb5dbb9377222/Screen-Shot-2020-12-23-at-2.07.25-AM.png" /> <img width="2196" height="1098" width_o="2196" height_o="1098" data-src="https://freight.cargo.site/t/original/i/323cec79da33a923d1a2debc8a9588a32b02363a1a14fc4758b35ec8db4fac85/Screen-Shot-2020-12-23-at-2.07.10-AM.png" data-mid="115190321" border="0" src="https://freight.cargo.site/w/1000/i/323cec79da33a923d1a2debc8a9588a32b02363a1a14fc4758b35ec8db4fac85/Screen-Shot-2020-12-23-at-2.07.10-AM.png" /> <img width="3776" height="3780" width_o="3776" height_o="3780" data-src="https://freight.cargo.site/t/original/i/c324a24d253bdaee55af4cb86a98cb742c2eaff1d4b92b910dc9f2df4adc6092/video-thumbnails-10.jpg" data-mid="115191249" border="0" src="https://freight.cargo.site/w/1000/i/c324a24d253bdaee55af4cb86a98cb742c2eaff1d4b92b910dc9f2df4adc6092/video-thumbnails-10.jpg" /> <img width="3780" height="3780" width_o="3780" height_o="3780" data-src="https://freight.cargo.site/t/original/i/2255d06351a1523a359fe3adec3e6925734387d7f843b6b3860cfe5b411efc3c/video-thumbnails-09.jpg" data-mid="115191250" border="0" src="https://freight.cargo.site/w/1000/i/2255d06351a1523a359fe3adec3e6925734387d7f843b6b3860cfe5b411efc3c/video-thumbnails-09.jpg" /> <img width="2410" height="1204" width_o="2410" height_o="1204" data-src="https://freight.cargo.site/t/original/i/dc18e75a25edc8b7ca039756d39f7b5a9e25bb2228071a91f7e6f2b542f55885/Screen-Shot-2020-12-23-at-1.59.15-AM.png" data-mid="115191302" border="0" src="https://freight.cargo.site/w/1000/i/dc18e75a25edc8b7ca039756d39f7b5a9e25bb2228071a91f7e6f2b542f55885/Screen-Shot-2020-12-23-at-1.59.15-AM.png" /> <img width="2410" height="1208" width_o="2410" height_o="1208" data-src="https://freight.cargo.site/t/original/i/9e12c7536116e6319546d436101f484c9972e6ad988dee6a44ba8f777aed8a36/Screen-Shot-2020-12-23-at-1.59.27-AM.png" data-mid="115191371" border="0" src="https://freight.cargo.site/w/1000/i/9e12c7536116e6319546d436101f484c9972e6ad988dee6a44ba8f777aed8a36/Screen-Shot-2020-12-23-at-1.59.27-AM.png" /> <img width="2630" height="1316" width_o="2630" height_o="1316" data-src="https://freight.cargo.site/t/original/i/9e9ee29f0cc22e24f71de5a58c4ab575ca0cfbcfbd70bbe532bd5d241a0a12a0/Screen-Shot-2020-12-23-at-2.00.19-AM.png" data-mid="115191373" border="0" src="https://freight.cargo.site/w/1000/i/9e9ee29f0cc22e24f71de5a58c4ab575ca0cfbcfbd70bbe532bd5d241a0a12a0/Screen-Shot-2020-12-23-at-2.00.19-AM.png" /> And social Media saw some extentions too: <img width="3321" height="3313" width_o="3321" height_o="3313" data-src="https://freight.cargo.site/t/original/i/38c7e6d420224775b44f3ebe993464e9753ca35d1ebbe4b8c13ec12ccafd1dc0/video-thumbnails-07.jpg" data-mid="115191396" border="0" src="https://freight.cargo.site/w/1000/i/38c7e6d420224775b44f3ebe993464e9753ca35d1ebbe4b8c13ec12ccafd1dc0/video-thumbnails-07.jpg" /> <img width="3318" height="3326" width_o="3318" height_o="3326" data-src="https://freight.cargo.site/t/original/i/581364b945ca84ce7e83ad8a55d7a5ecb1235b0b8e62636f1c1ed19f313cb5f8/video-thumbnails-08.jpg" data-mid="115191397" border="0" src="https://freight.cargo.site/w/1000/i/581364b945ca84ce7e83ad8a55d7a5ecb1235b0b8e62636f1c1ed19f313cb5f8/video-thumbnails-08.jpg" /> Creative Lead and Art Direction: Shirin Johari / Copywriter : Meeti Shroff Shah / Design: Namrata Gosavi You can also view creative work for Stream - BookMyShow‘s new video-on-demand platform curating handpicked global cinema, original merchandise created for BookMyShow Fanhood and ‘Santa-Doctor Surprise’ a heartwarming campaign that went popular on Christmas 2020 during the pandemic. <img width="2277" height="1283" width_o="2277" height_o="1283" data-src="https://freight.cargo.site/t/original/i/d43783bf0446de5b0f368fd47737b52ee160719da9c110d2482e7cee9f606a2a/Stream-logo-BG1.jpg" data-mid="115197345" border="0" src="https://freight.cargo.site/w/1000/i/d43783bf0446de5b0f368fd47737b52ee160719da9c110d2482e7cee9f606a2a/Stream-logo-BG1.jpg" /> <img width="2500" height="1411" width_o="2500" height_o="1411" data-src="https://freight.cargo.site/t/original/i/5fba20c483037eadda46226494ad30b55614ede7573772867e8b953f3a53f5ca/tshirts-cropped.jpg" data-mid="115198152" border="0" src="https://freight.cargo.site/w/1000/i/5fba20c483037eadda46226494ad30b55614ede7573772867e8b953f3a53f5ca/tshirts-cropped.jpg" /> <img width="7982" height="4492" width_o="7982" height_o="4492" data-src="https://freight.cargo.site/t/original/i/2465d8d9d56cea83f7692c8e978f40a2aeeb2dd5d5552a932d3a0baebbad1595/Santa-Doctor-Surprise.jpg" data-mid="115197450" border="0" src="https://freight.cargo.site/w/1000/i/2465d8d9d56cea83f7692c8e978f40a2aeeb2dd5d5552a932d3a0baebbad1595/Santa-Doctor-Surprise.jpg" /> On Mother’s Day we went beyond a traditional mundane wish. We created a meaningful, interactive experience with a Pop Quiz on a special website for that week. And the BookMyShow audience saw themselves having surprising conversations with their mums, hearing new stories and even competing with their siblings! Well, go ahead, check out how you would fare! <img width="5335" height="2997" width_o="5335" height_o="2997" data-src="https://freight.cargo.site/t/original/i/9d1c489e19787b36b8ffc9a21e54d98d916e93848381d0824d42164d98e41206/video-thumbnail-05.jpg" data-mid="115190086" border="0" src="https://freight.cargo.site/w/1000/i/9d1c489e19787b36b8ffc9a21e54d98d916e93848381d0824d42164d98e41206/video-thumbnail-05.jpg" /> Push Notifications and Digital banners spread the word. <img width="692" height="516" width_o="692" height_o="516" data-src="https://freight.cargo.site/t/original/i/3cc958cc80cd36396e0e9acd16a47b98767dae675692614af937ae0c817fc35a/PN-pop-Quizz.png" data-mid="115193183" border="0" src="https://freight.cargo.site/w/692/i/3cc958cc80cd36396e0e9acd16a47b98767dae675692614af937ae0c817fc35a/PN-pop-Quizz.png" /> <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/563cb66f6f9d16764c6fd153c5d3259d583e8fc893bde60e744dabcd18fef95e/TWITTER-02.jpg" data-mid="115193296" border="0" src="https://freight.cargo.site/w/1000/i/563cb66f6f9d16764c6fd153c5d3259d583e8fc893bde60e744dabcd18fef95e/TWITTER-02.jpg" /> <img width="3318" height="1728" width_o="3318" height_o="1728" data-src="https://freight.cargo.site/t/original/i/f8fbc909dfe9b4314f93f979bc616a9b34ce5d77a03260715f97f9c9d0665e5c/Screen-Shot-2021-08-02-at-7.02.20-PM.png" data-mid="115193714" border="0" src="https://freight.cargo.site/w/1000/i/f8fbc909dfe9b4314f93f979bc616a9b34ce5d77a03260715f97f9c9d0665e5c/Screen-Shot-2021-08-02-at-7.02.20-PM.png" /> Creative Lead and Art Direction: Shirin Johari / Copywriter : Ahana Chowdhry / Additional Design : Namrata Gosavi / Digital Developer : Mandar Shirke With India getting ready for another unlock phase in March 2021 (well, that was before the second-wave hit), BookMyShow had to prepare announcing the comeback of the performing arts - plays, theatre, comedy shows, musicals, the stage. We created a festival, a unique identity and a campaign to bring alive the love for the stage. <img width="6893" height="3312" width_o="6893" height_o="3312" data-src="https://freight.cargo.site/t/original/i/80de3b99e31bd42e9d97bd30e0a46944e95ce51329edbceabfc2b867bdc8903a/Master-KV.jpg" data-mid="115195076" border="0" src="https://freight.cargo.site/w/1000/i/80de3b99e31bd42e9d97bd30e0a46944e95ce51329edbceabfc2b867bdc8903a/Master-KV.jpg" /> <img width="1280" height="614" width_o="1280" height_o="614" data-src="https://freight.cargo.site/t/original/i/81f48549420239d21ba3f94cb6b743a4e72de2e6353c53f506c4392e006ff795/2.jpg" data-mid="115195079" border="0" src="https://freight.cargo.site/w/1000/i/81f48549420239d21ba3f94cb6b743a4e72de2e6353c53f506c4392e006ff795/2.jpg" /> <img width="3447" height="1657" width_o="3447" height_o="1657" data-src="https://freight.cargo.site/t/original/i/a3bb324d4fcb8f309c822179d03010b54234fc1d7b108a92c9e32e4edbe34055/Stage-Play-03.jpg" data-mid="115195089" border="0" src="https://freight.cargo.site/w/1000/i/a3bb324d4fcb8f309c822179d03010b54234fc1d7b108a92c9e32e4edbe34055/Stage-Play-03.jpg" /> <img width="3902" height="1884" width_o="3902" height_o="1884" data-src="https://freight.cargo.site/t/original/i/9be91fbe6614738e30568a89fe46814d2f174ee7e0bd402b26bb08809708aef9/10.jpg" data-mid="115195140" border="0" src="https://freight.cargo.site/w/1000/i/9be91fbe6614738e30568a89fe46814d2f174ee7e0bd402b26bb08809708aef9/10.jpg" /> Push Notifications for the audience <img width="836" height="709" width_o="836" height_o="709" data-src="https://freight.cargo.site/t/original/i/ee0dc53f0b2f2a7ebd9290d70fddbabaf07eb9593ecfd2bb3bfa9455edc14dc9/PN1.png" data-mid="115195445" border="0" src="https://freight.cargo.site/w/836/i/ee0dc53f0b2f2a7ebd9290d70fddbabaf07eb9593ecfd2bb3bfa9455edc14dc9/PN1.png" /> <img width="864" height="740" width_o="864" height_o="740" data-src="https://freight.cargo.site/t/original/i/4b096af33a935f35ea7ff848e025290463b93b329972488cbb870ee95a155f37/PNN2.png" data-mid="115196763" border="0" src="https://freight.cargo.site/w/864/i/4b096af33a935f35ea7ff848e025290463b93b329972488cbb870ee95a155f37/PNN2.png" /> Creative Lead, Art Direction: Shirin Johari / Copywriter : Siddhartha Menon, Aamir Rangwala / Design : Namrata Gosavi&nbsp; Pride Month : June 2021 How does a brand that has its largest audience-base as cinema lovers embrace the rainbow? <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/42044fd854cb3264020f6cb1c850be21e4f1f7c238441e0709fa86a2879ad11a/PRIDE-STORY-01.jpg" data-mid="115199454" border="0" src="https://freight.cargo.site/w/1000/i/42044fd854cb3264020f6cb1c850be21e4f1f7c238441e0709fa86a2879ad11a/PRIDE-STORY-01.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/adcbe64faf7484ace4575ce253aa685e58ae87b786a9f5b411c8ee4d14d1baa5/PRIDE-STORY-02.jpg" data-mid="115199460" border="0" src="https://freight.cargo.site/w/1000/i/adcbe64faf7484ace4575ce253aa685e58ae87b786a9f5b411c8ee4d14d1baa5/PRIDE-STORY-02.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/c7a8104a63b4015070cd4eb4811517b83375b364fbc853323059c02f08ae2ccb/PRIDE-STORY-03.jpg" data-mid="115199463" border="0" src="https://freight.cargo.site/w/1000/i/c7a8104a63b4015070cd4eb4811517b83375b364fbc853323059c02f08ae2ccb/PRIDE-STORY-03.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/4adc64223cf60904ce2ca9040594134b4001880cc2069eaa09fa56f8ef8985d6/PRIDE-STORY-04.jpg" data-mid="115199464" border="0" src="https://freight.cargo.site/w/1000/i/4adc64223cf60904ce2ca9040594134b4001880cc2069eaa09fa56f8ef8985d6/PRIDE-STORY-04.jpg" /> <img width="2480" height="2480" width_o="2480" height_o="2480" data-src="https://freight.cargo.site/t/original/i/88f81b87227baddc9d467824f4c00b2dd63e3527bbbbfa7e54024c14ae9926a3/PRIDE-Post-05.jpg" data-mid="115199431" border="0" src="https://freight.cargo.site/w/1000/i/88f81b87227baddc9d467824f4c00b2dd63e3527bbbbfa7e54024c14ae9926a3/PRIDE-Post-05.jpg" /> <img width="2480" height="2480" width_o="2480" height_o="2480" data-src="https://freight.cargo.site/t/original/i/8abf3bb703bf8ef213ce19bfba9ac23ad6d8bd1c12fd8625110f2a64dd6782df/PRIDE-Post-07.jpg" data-mid="115199443" border="0" src="https://freight.cargo.site/w/1000/i/8abf3bb703bf8ef213ce19bfba9ac23ad6d8bd1c12fd8625110f2a64dd6782df/PRIDE-Post-07.jpg" /> <img width="2480" height="2480" width_o="2480" height_o="2480" data-src="https://freight.cargo.site/t/original/i/134f8bf91a23e59c19e13938edb3185c5bc54965f43165e62a78d4598e4c76b8/PRIDE-Post-06.jpg" data-mid="115199446" border="0" src="https://freight.cargo.site/w/1000/i/134f8bf91a23e59c19e13938edb3185c5bc54965f43165e62a78d4598e4c76b8/PRIDE-Post-06.jpg" /> Creative Lead, Art Direction: Shirin Johari / Copywriter : Aamir Rangwala / Design : Namrata Gosavi BookASmileBookMyShow’s charitable wing, BookASmile, has a special focus on the development of underpreviliged children in the fields of sports, filmmaking and performing arts. When we had an opportunity to fund and brand a series of basketball courts across Maharashtra, India, we observed the cultural dynamics of the areas. In a society that favours the male gender from a very young age, we made sure to create visual stimuli showing both genders playing like equals. To further boost morale on the field and keep the court designs interactive, we integrated a height chart within. <img width="3190" height="828" width_o="3190" height_o="828" data-src="https://freight.cargo.site/t/original/i/79021e52b57e6cea92709e0a09a557a0dfc8638096d8876a74b6a1947071eb44/wall-creative-for-BAS-Basketball-02.jpg" data-mid="115202146" border="0" src="https://freight.cargo.site/w/1000/i/79021e52b57e6cea92709e0a09a557a0dfc8638096d8876a74b6a1947071eb44/wall-creative-for-BAS-Basketball-02.jpg" /><img width="5270" height="3463" width_o="5270" height_o="3463" data-src="https://freight.cargo.site/t/original/i/da69e22858f228e4ae9efa82a7e0a363e2f6ec923ad68fb5a82f29f8a4c5fd62/mockup-2_1-copy.jpg" data-mid="115202686" border="0" src="https://freight.cargo.site/w/1000/i/da69e22858f228e4ae9efa82a7e0a363e2f6ec923ad68fb5a82f29f8a4c5fd62/mockup-2_1-copy.jpg" /> Creative Lead: Shirin Johari&nbsp; /&nbsp; Illustration : Saurabh Padhye https://shirinjohari.com/Stream Tue, 20 Jul 2021 09:44:04 +0000 shirin johari https://shirinjohari.com/Stream BookMyShow Stream BookMyShow, India’s largest entertainment company launched its first ever video-on-demand platform curating over 700 titles of handpicked global cinema in early 2021. With my role as Creative Lead - India, envisioning the creative strategy leading upto the launch, building the brand for the subsequent months and steering the team was an intense and exciting process.&nbsp; <img width="2276" height="1283" width_o="2276" height_o="1283" data-src="https://freight.cargo.site/t/original/i/ef60b39808a7274d743af9d7e8249409fd52a7ddfef70b9ef7843b4bf9ff560e/STREAM-logo-1-04.jpg" data-mid="114859542" border="0" src="https://freight.cargo.site/w/1000/i/ef60b39808a7274d743af9d7e8249409fd52a7ddfef70b9ef7843b4bf9ff560e/STREAM-logo-1-04.jpg" />The identity design presents a dynamic ‘streaming E’ evocative of an online movement of a video unraveling experience itself. The animated logo with it’s sonic identity serves as the television opening of the Stream app. <img width="1626" height="914" width_o="1626" height_o="914" data-src="https://freight.cargo.site/t/original/i/7df5a91cd9cae4a9d8ab58ad549b5072f9aabdc1e98cd7d463a9136f8ca307bb/Screen-Shot-2020-11-16-at-3.15.50-PM.png" data-mid="114963188" border="0" src="https://freight.cargo.site/w/1000/i/7df5a91cd9cae4a9d8ab58ad549b5072f9aabdc1e98cd7d463a9136f8ca307bb/Screen-Shot-2020-11-16-at-3.15.50-PM.png" /> <img width="2579" height="1447" width_o="2579" height_o="1447" data-src="https://freight.cargo.site/t/original/i/86004cb0e7ea78ee588fc364b970d217fe37cd621b575bf9f6b3ea84e342d345/STREAM-animation-thumbnail-06.jpg" data-mid="115082649" border="0" src="https://freight.cargo.site/w/1000/i/86004cb0e7ea78ee588fc364b970d217fe37cd621b575bf9f6b3ea84e342d345/STREAM-animation-thumbnail-06.jpg" /> Identity Design and Motion Visualisation: Shirin Johari /&nbsp; Animation: Venkatraman Vishwanathan / Sound Design: Karan Malhotra With the pandemic disrupting the movie-going experience, BookMyShow launched Stream to allow consumers to access curated world cinema from their homes. With years of rich consumer understanding and data insights on user behaviour and preferences, BookMyShow was able to customise movie title curation for its audience ranging across demographics. The CampaignDuring the subsequent phases of the campaign, the visual language and tone of voice was established.&nbsp; <img width="5335" height="2084" width_o="5335" height_o="2084" data-src="https://freight.cargo.site/t/original/i/7fd702d9df1e946bfb5a4e5877adf0761e90b1d20c0dcd27fb31ffe41cc72189/stream-campaign-phase-1-01.jpg" data-mid="114964055" border="0" src="https://freight.cargo.site/w/1000/i/7fd702d9df1e946bfb5a4e5877adf0761e90b1d20c0dcd27fb31ffe41cc72189/stream-campaign-phase-1-01.jpg" /> <img width="5334" height="2084" width_o="5334" height_o="2084" data-src="https://freight.cargo.site/t/original/i/a41d86fbf4d8428f35235597523bbfe0e26470911cb0cc802db91c659a16ea87/stream-campaign-phase-2-14.jpg" data-mid="114964081" border="0" src="https://freight.cargo.site/w/1000/i/a41d86fbf4d8428f35235597523bbfe0e26470911cb0cc802db91c659a16ea87/stream-campaign-phase-2-14.jpg" /> <img width="5348" height="2089" width_o="5348" height_o="2089" data-src="https://freight.cargo.site/t/original/i/c8359dbb0f79fb1d221a8dede2d450bcfba1db81b799ea59ed9f18aa05d1396f/stream-campaign-phase-1-08.jpg" data-mid="114964252" border="0" src="https://freight.cargo.site/w/1000/i/c8359dbb0f79fb1d221a8dede2d450bcfba1db81b799ea59ed9f18aa05d1396f/stream-campaign-phase-1-08.jpg" /> <img width="5334" height="2084" width_o="5334" height_o="2084" data-src="https://freight.cargo.site/t/original/i/f58e1ceb1f578563675dfa413ad7eb365adc4aab92a58137e11dba47944eab21/stream-campaign-phase-1-02.jpg" data-mid="114964218" border="0" src="https://freight.cargo.site/w/1000/i/f58e1ceb1f578563675dfa413ad7eb365adc4aab92a58137e11dba47944eab21/stream-campaign-phase-1-02.jpg" /> <img width="3157" height="1309" width_o="3157" height_o="1309" data-src="https://freight.cargo.site/t/original/i/9cae4d43e0b902157d45e25b4162b4cde168eff2bbf6914e7214fd4f227954cf/video-thumbnails-03.jpg" data-mid="115081900" border="0" src="https://freight.cargo.site/w/1000/i/9cae4d43e0b902157d45e25b4162b4cde168eff2bbf6914e7214fd4f227954cf/video-thumbnails-03.jpg" /> <img width="3231" height="1322" width_o="3231" height_o="1322" data-src="https://freight.cargo.site/t/original/i/edad7c7e943443dba95f7ab1fe85267224a3d35a75ccffd7a9aab4e9153ab2f5/video-thumbnail-long-weekend.jpg" data-mid="115081943" border="0" src="https://freight.cargo.site/w/1000/i/edad7c7e943443dba95f7ab1fe85267224a3d35a75ccffd7a9aab4e9153ab2f5/video-thumbnail-long-weekend.jpg" /> <img width="3643" height="1495" width_o="3643" height_o="1495" data-src="https://freight.cargo.site/t/original/i/4e60312cfa8003a9e7b1713430d34876c055789954385f1e9d853bc22b763af1/video-thumbnail-april-mashup.jpg" data-mid="115082003" border="0" src="https://freight.cargo.site/w/1000/i/4e60312cfa8003a9e7b1713430d34876c055789954385f1e9d853bc22b763af1/video-thumbnail-april-mashup.jpg" /> <img width="3306" height="1359" width_o="3306" height_o="1359" data-src="https://freight.cargo.site/t/original/i/05d670da05265b18d9de7f644e7a0cbbe0a782d046c6e726973f0ea4306a24ef/video-thumbnail-fest-fav.jpg" data-mid="115082025" border="0" src="https://freight.cargo.site/w/1000/i/05d670da05265b18d9de7f644e7a0cbbe0a782d046c6e726973f0ea4306a24ef/video-thumbnail-fest-fav.jpg" /> <img width="1281" height="501" width_o="1281" height_o="501" data-src="https://freight.cargo.site/t/original/i/03fb87c51c715bd8fb006da4901ca9c2b42ad4ffd87622019203bd23d6517e4f/first-film-on-us.jpg" data-mid="115083759" border="0" src="https://freight.cargo.site/w/1000/i/03fb87c51c715bd8fb006da4901ca9c2b42ad4ffd87622019203bd23d6517e4f/first-film-on-us.jpg" /> Campaigns and push notifications for specific categories such as ‘horror’ and ‘blockbuster films’ ran parallel to the brand building digital communication and films. <img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/af3eff4aa4d915b2b696623adf2cd278dd78dd24ceade498ca4c175175e62a30/Stream_25Off_003.jpg" data-mid="115082048" border="0" src="https://freight.cargo.site/w/1000/i/af3eff4aa4d915b2b696623adf2cd278dd78dd24ceade498ca4c175175e62a30/Stream_25Off_003.jpg" /><img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/ff0d07cfaa01f57a83fce674c8b2fe65ec562499115b275697d3926b60051925/Stream_25Off_001.jpg" data-mid="115082059" border="0" src="https://freight.cargo.site/w/1000/i/ff0d07cfaa01f57a83fce674c8b2fe65ec562499115b275697d3926b60051925/Stream_25Off_001.jpg" /> <img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/b477565204bff79c6097db1bc7ec243fb877e3d0e591cc8403b9e44721d66c96/Stream_25Off_002.jpg" data-mid="115082060" border="0" src="https://freight.cargo.site/w/1000/i/b477565204bff79c6097db1bc7ec243fb877e3d0e591cc8403b9e44721d66c96/Stream_25Off_002.jpg" /> <img width="5777" height="3731" width_o="5777" height_o="3731" data-src="https://freight.cargo.site/t/original/i/7484c77ec43a34ff1c79347b6537ec92433863a63c105bf76a943e532bd12e66/PNs-01.jpg" data-mid="115082041" border="0" src="https://freight.cargo.site/w/1000/i/7484c77ec43a34ff1c79347b6537ec92433863a63c105bf76a943e532bd12e66/PNs-01.jpg" /><img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/7a03a643f91114ca6bc28e00db25bada420fe1d8ae2abf856b6f57e51bf18ed0/1-1.jpg" data-mid="114964370" border="0" src="https://freight.cargo.site/w/1000/i/7a03a643f91114ca6bc28e00db25bada420fe1d8ae2abf856b6f57e51bf18ed0/1-1.jpg" /> <img width="1280" height="500" width_o="1280" height_o="500" data-src="https://freight.cargo.site/t/original/i/452f687e582e361d18819688ca557759ce5a7cf993480c64b4926e1a1b37371f/Soho-House-Campaign_1280x500.jpg" data-mid="114964371" border="0" src="https://freight.cargo.site/w/1000/i/452f687e582e361d18819688ca557759ce5a7cf993480c64b4926e1a1b37371f/Soho-House-Campaign_1280x500.jpg" /> <img width="2126" height="1338" width_o="2126" height_o="1338" data-src="https://freight.cargo.site/t/original/i/d2b52f426b49acd383f73c68810b7eb4900c257c7296433932ddf22b349d2508/Stream-with-video-playing-behind.png" data-mid="115083861" border="0" src="https://freight.cargo.site/w/1000/i/d2b52f426b49acd383f73c68810b7eb4900c257c7296433932ddf22b349d2508/Stream-with-video-playing-behind.png" /> <img width="1170" height="522" width_o="1170" height_o="522" data-src="https://freight.cargo.site/t/original/i/e0bd52180898e38785a4b360c7e0791b8c2064a3f6e70a0fe331c61382cbd869/share.jpg" data-mid="115082443" border="0" src="https://freight.cargo.site/w/1000/i/e0bd52180898e38785a4b360c7e0791b8c2064a3f6e70a0fe331c61382cbd869/share.jpg" /> Team: Creative Strategy, Art Direction : Shirin Johari /&nbsp; Copywriters: Meeti Shroff Shah, Ahana Chowdhry, Aamir Rangwala, / Designers: Namrata Gosavi, Saurabh Padhye, Akanksha Pagare / Editors: Amit Babbar and team, Tejasvi Bhosale