Credentials

Welcome to Apparatus Media Lab

APPARATUS MEDIA LAB ] www.apparatus.in

Brand strategy & Defining the brand objectives
through research amongst
various stakeholders of the

communication company/brand – internal and
external audiences.

design
Interactive workshops with a
view to define the overall brand
architecture and brand
expression

By enabling research, Corporate Identity Design/Brand
Identifier Design along with

defining strategy,
color palette, typography and
business applications

visualizing solutions, Designing all touch points that
make up the brand experience –
signage, business stationery,

creating the framework marketing collateral including
point-of-sale material, website

and guiding production. Brand dossier with consolidated
guidelines to ensure a
consistency across media /
across users – Brand Style Guide
and Standards Documentation


Services include Portals and Websites
Brand-driven professional
websites of high quality

portals, websites Corporate websites with a
specific thrust on the

and publication
differentiator and
message through staged media
objects

design Websites engineered with user
friendly & customized content
management systems

Team Apparatus is media User generated content and
ecommerce portals with a
definite information model to

agnostic, technology present engaging content to
users. Discovery interactions as

savvy and is well informed a hard-working search and an
intuitive browse.

on production techniques Publication Design
High-end publication design that
includes magazines and
newspapers. This also includes
design for print in general.


Client List
Holiday IQ Saakshi Newspaper
Accenture Innovation Labs
Bangalore, Ind Hyderabad, Ind
Bangalore, Ind

Hooeey.com Small Devices
Adea Solutions
Bangalore, Ind Bangalore, Ind
Dallas, TX

Hyderabad Int Airport Titan Industries
Bilakhia Holdings
Hyderabad, Ind Bangalore, India
Gujarat, Ind

Infosys Tanishq
Biocon
Bangalore, Ind Bangalore, India
Bangalore, Ind

Kaati Zone Total Environment
Chakpak.com
Bangalore, Ind Bangalore, Ind
Bangalore, Ind

Kotak Mahindra Bank Yahoo!
Conchango
Mumbai, Ind Bangalore, Ind
Hamden, CT

Lightsurf-VeriSign
Content Enablers
Bangalore, Ind
Great Falls, VA

MAA Foundation
Cottonworld
Gujarat, Ind
Mumbai, Ind

Manthan Systems
Dell International
Bangalore, Ind
Austin, TX

Meru Networks
eSymmetrix
Sunnyvale, CA
Dayton, MD

Nokia
Gage Marketing
Helsinki, Finland
Minneapolis, MN

Novant Healthcare
HDIL
Charlotte, NC
Mumbai, Ind


Case Studies
A quick view of a larger portfolio


Designing a first Defining the brand objectives
through research amongst
various stakeholders of the

touchpoint is like company/brand – internal and
external audiences.

a first date
Interactive workshops with a
view to define the overall info
architecture and brand
expression

The corporate/brand Designing all touch points that
make up the brand experience

website needs research,
within the website for all user
types.

strategy, strong visual / Web style dossier with
consolidated guidelines to
ensure a consistency across all

interaction solutions, an online properties.

engaging framework -

and hi-fi production
guidelines.

Corporate Website

Structuring organic
GROWTH
Infosys’ website had organically mushroom-ed into diverse
parts. This created an inconsistent structure, navigation and
visual design. We consolidated the entire website of over
2500 pages into a singular experience

Project Corporate Website
Client Infosys, Bangalore, India.
Objective To create a
contemporary brand experience
through better structure, navigation
and expression
Scope Architecture, navigation,
visual design, communication
design


Corporate Website

Text

~ The basic brand identifier


Brand Communication Website

The new jewel in
OUR CROWN
A jewelry brand that bridges tradition and modernity is up
against the family jeweler. It needed a web presence that is
elegant and appeals women who bridge history. Apparatus
creates a monochrome framework to display design.

Project Tanishq - the brand needed
a boost for their web savvy
audience. True window shopping.
Client Titan Industries, Bangalore
Objective To create a brand
experience that is elegant and
exclusive
Scope Information architecture,
interaction design and visual design


Brand Communication Design



Presenting the DNA
of a biotech corporation
Avesthagen is a leading integrated systems biology
platform company that focuses on the convergence
between food, pharma and population genetics, targeting
predictive, preventive, personalized healthcare.

Client Avesthagen, Bangalore
Objective To create an online
presence of the brand that looks
knowledge heavy yet
Scope Information architecture and
visual design


Web Application

Now, where was I
YESTERDAY
An ingenious solution to record the users’ web hops as he
browses is this solution. There are two parts to this application
- the browser tool bar and the interactive portal to manage
what you have recorded with a social network flavor.

Project Hooeey.com - the startup
approached Apparatus to create a
compelling brand/user experience.
Client Hooeey.com, Bangalore
Objective To create a highly
interactive Ajax based front end
that provides interactivity and
stickiness.
interaction design, visual design and
brand design

Web Application


Social Network

The story of a
LIFETIME
Lifeblob is like personal diary with a social angle to it. It lets you
capture the beautiful moments of your life on a timeline and connect
pieces of your life with your friends and family. The Lifeblob system is
made up of interconnected timelines which are introduced by user

Project Re-branding and User
interface design
Client Lifeblob, Bangalore
Objective To create a visual identity
that ties together its brand and
interaction design
Scope Brand Identity, information
architecture, interaction design and
visual design


Social Network



My smart
AUTO ASSISTANT
Autoshoppy is an Online Car Showroom, with comprehensive
car catalogue and an intelligent decision support service. It
also works as a social networking platform enabling the users
to connect and share their experience in this space.

Project User Experience Design
Client Autoshoppy, Bangalore
Objective To create a seamless
user experience that connects car
dealers, buyers, sellers and
researchers.
site development


Brand Identity


ASK
Corporate Tra i n i n g Courseware

Do Comics MAX!
TEACH?
International Trade Arms Regulation training is about reading
miles of content. Apparatus converted this laborious task into
an film noir style comic book experience with a compliance
detective called Max Blanca.

Project Corporate Training
Courseware
Client Content Enablers, Silver
Springs, NY.
Objective To instructional design
and design an engaging courseware
for International Trade Arms
Regulation.
Scope Conceptualization,
interaction, visual design and front
end engineering.

Social Network

Mingle with
THY NEIGHBORS
Commonfloor was a multi-tenant social network portal for dwelling
communities like apartments, gated communities and other physically
proximal groups of users. The product has three definite interaction
areas - community, utilities and classifieds.

Project Product definition and User
interface design
Client Commonfloor, Bangalore
Objective To create a social
network utility for communities
visual design


Brand Identity and Framework Design

Talking
MOVIES
Chakpak is a Bollywood movie database and a social networking
portal that needed a brand refresh and a new look. This change
was to revitalize the next phase of the business and reach out to
convert more visitors to registered users.

Project Brand Identity and User
Interface Design
Client Chakpak Media Private
Limited, Bangalore, India.
Objective To conceptualize and
create a brand strategy and a brand
identity. To create a compelling user
interface for chakpak.com
Scope Conceptualization, Brand
Strategy, Information Design, Visual
Design and Brand Framework

Corporate Website

The business of
EDUCATION
Virginia Commonwealth University selected us as their partner in
creating an online communication framework for their various
faculties. The initial projects were for Economic Education and
School of Business.

Client Virginia Commonwealth U
create a storyboard. To create a
compelling corporate website.
Scope Conceptualization,
information design, visual design,
development and deployment.


Corporate Website


Knowledge Social Network

Collating collective
WISDOM
Nokia has satellite design studios in Brazil and India. They needed a
singular central repository of all project information. This repository
can be used to mine data to predict trends and more by the enterprise.
Apparatus was commissioned to define and design this product.

Project Product definition and User
interface design
Client Nokia, Rio De Janeiro /
Bangalore
Objective To create a usable shared
repository of information
visual design


Brands
More reasons to work with us



Building the
BRAND BLOCKS
HDIL (Housing Development & Infrastructure Ltd) is among India’s
top ten development and infrastructure companies. This fact was
not widely known before their IPO. The creation of a new corporate
identity was the first step and foundation stone of the company’s
communication with its various constituents.

Project Corporate Identity
Client HDIL, Mumbai, India.
create a brand strategy and a
corporate identity that creates
visibility to HDIL.
Strategy, Visual Design and Brand
Framework



Our objective was:
to identify the key differentiator
that would set HDIL apart from
other builders /real estate
developers in the realty market
create a corporate identity system
that supports this positioning thus
establishing a unique corporate
image for HDIL amongst relevant
stakeholders.

The corporate identity is built on
this proposition of creating value.

~ The basic brand identifier and the tagline



The brand identifier is built around
the concept of a honeycomb as a
metaphor for living spaces, working
spaces, teamwork and communities.

A single hexagon has been
deconstructed to create a stylized
cube that symbolizes the value and
strength and the individual unit.

The honeycomb and cube symbol
captures the macro and micro
aspects of HDIL’s business.
It conveys that while there are
multiple facets to the business, each
aspect gets the focus that it
deserves.

It conveys that HDIL creates living
spaces, working spaces and
infrastructure for mass and
premium customers and
institutions but each customer gets
individual attention.

~ The honeycomb mnemonic



~ Business Stationery



~ Fa c s i m i l e Fo r m a t ~ Share Certificate



~ More Applications



~ Interior Signage and Exterior Super Graphics


Brand Identity Design and Brand Framework

The very fiber of
NATURAL COMFORT
Cottonworld is a fashion retail brand that started as one little
cult shop in Colaba in the 1980s with loyal customers since the
eighties. It needed a new look attract more customers and create
a boutique classic brand expression. The brand was extended to
storefronts, websites and advertising.

Project Brand Identity
Client Cottonworld Corp, Mumbai
through research, identity and
communication.
Scope Research, Identity Design,
Visual Design, Brand
Communication design and ongoing
creative support.


The directives were to evolve the
brand, taking it from a family-run
garment brand to a professionally-
run, pan-India fashion retail chain.

It needed to tune its personality to a
contemporary and youthful feel
while being classic and timeless.

Apparatus worked with a research
team to understand brand
perceptions as they stand today and
re-define the target group,
identifying the emotional drivers
that make up the “Cottonworld
mindset”.

Text The first step was to re-design the
brand identifier, develop a new
tagline, and design advertising that
was in synch.

The brand identity was extended to
the storefront signage, point of sale,
visual merchandising, packaging
and advertising.

~ The basic brand identifiers and the tagline



~ Retail store front signage



~ Summer 2007 Campaign > Outdoor

~ Summer 2007 Campaign > Print



~ Winter 2007 Campaign > Outdoor

~ Winter 2007 Campaign > Print



~ Summer 2008 Campaign > Print



November 2007 – Cottonworld
introduces cotton cloth bags in all
its stores. By doing so, it saves on
the use of 200,000 plastic bags a
year.

The initiative is 2 pronged: while
being environmentally friendly, it
also stands up for the cause of child
rights in India. Part proceeds from
the bag goes to CRY (Child Rights &
You).

Apparatus was involved in
developing the concept and seeing
it through, right from

Text
recommending an NGO tie-up (CRY)
to planning the event and
recommending the celebrity
(Konkona Sensharma) to launch the
initiative.

~ Cottonworld | CRY Initiative – the cloth bag



The new desi look for
DESI FASTFOOD
Kaati Zone is an express food chain in Bangalore. Research
showed current perceptions and gave us design cues on how
to re-position Kaati Zone from a characterless local eatery
to a hip chain of nutritious on-the-go restaurants.

Client East West Ethnic Foods,
Bangalore
communication.
Scope Research, Identity Design,
Visual Design, Outlet design and
ongoing creative support.


Text



~ Restaurant Interior



~ Combo promotional posters



~ Behind the counter translite menu

Text

~ Ta k e a w a y m e n u



~ Tr a y l i n e r



Text

~ Packaging



Text

~ We b s i te



Signing into a
NEW SOCIETY
The Centre for Internet and Society contributes towards realizing the
democratic potential of the Internet. Its objective is to become the default
reference point for decision-makers and policymakers from government,
corporate, academic and civil society organisations involved in Internet-
related policies and practices.
Client The Centre for Internet and
Society, Bangalore
communication.
Scope Identity Design and ongoing
creative support.



~ Stationery


Brand Identity Design

The modest start of a
PROFOUND THOUGHT
MAA Foundation is promoted by the Bilakhia Group. This
uniquely Indian NGO focuses on educational reform. They
work at the grass root level in the Valsad district in Gujarat,
to reduce inequalities prevailing between urban and rural
education. They needed a brand.
Client MAA Foundation, Vapi
through identity and
communication.
Scope Brand Identity Design, Visual
Design, communication Design



The brand identifier is built around
the concept of the “window of
opportunity” presenting itself
through a set of symbols and
metaphors to the beholder. The wise
are the ones who read the signs and
see their future.

Henri Matisse was an eminent artist
who created the modern art
movement called Fauvism. His
renditions through paper cut-outs
are lively and inspiring. This concept
is a blend of Matisse’s style
representing ‘a window of
opportunity with symbols of

Text
creation, imagination and growth.

The window is rendered in a multi-
chromatic solid colour style with a
rough paint like finish at the edges.
The man symbolizes humanity, the
bird imagination, the plant, growth
and the hand, creation. The
Typography is a classical old face
that blends the traditional with the
modern.




~ The brochure cover



~ The brochure pages


Publication Design

Traveler’s
DELIGHT
Holiday IQ formerly known as India Resorts Survey was a travel
publication firm that sought Apparatus. Apparatus designed and
delivered printed travel guides and user interface for their portal to
communicate the brand better to the audience.

Project Publication Design
Client Holiday IQ, Bangalore, India.
Objective To brand the company,
conceptualize and create travel
publications.
Strategy, Information Design, Visual
Design and Print Production
Supervision.


Publication Design


Newspaper and News Portal

The true meaning of
PUBLISH OR PERISH
The ruling party of Andhra Pradesh needed a media vehicle to
head butt the behemoth kingmaker trashing them on a daily
basis. They needed an all color newspaper and a news portal
that has a design advantage. They hired us.

Project Saakshi - A vernacular
newspaper and news portal
Client Jagati Publishers, Hyderabad
Objective To create a well
architected news website and a
print newspaper
brand design


Newspaper and News Portal


Thank You!


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