Building a brand from ground up ft. brand identity and design, AR development, CGI advertisements and print materials. This was a fun ride.
Building a brand from ground up ft. brand identity and design, AR development, CGI advertisements and print materials. This was a fun ride.
Global luxury, local access.
As a freelance creative director and brand designer, I was tasked with building the brand from the ground up and orchestrating a cohesive brand launch across digital channels, the website, and digital communication. My role extended beyond branding into aspects of interior design, seamlessly tying together the physical and digital brand experience.
Collaboration Across Borders
Working across multiple time zones (EST, IST, and GMT) and coordinating with stakeholders—including the UK-based owner/investor, the India-based brand team, CGI artists, the website design and development team, and a digital marketing agency—was a complex challenge that required strategic planning and precision execution.
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The branding process began with a focus on typography, with the exaggerated "O" symbolizing the distinct pronunciation of the brand name. However, the brief evolved to include a lion emblem, representing the investor’s last name and the values of strength and legacy. The brand was built on three pillars:
TIMELESS QUALITY | ELEVATED LIFESTYLE | ACCESSIBLE LUXURY
Following the completion of the branding, I collaborated with Fix It In Post Studios (Chennai) to create a CGI ad. This involved art direction, sourcing, and remodeling 3D product models. Due to ongoing construction at the store, we had to creatively adapt by shooting at a less prominent entrance, ensuring the visuals still captured the essence of the brand.
To elevate the brand launch experience, I developed an interactive WebAR component integrated with the physical invitation. Using 3D models from the CGI ad, users could project the products into their own spaces via GLB files, accompanied by manipulation instructions. The AR experience guided users to the website for further exploration, creating a seamless blend of technology and storytelling. To test it out, please scan the QR code on the graphic below and point your phone at the floor.
(Note: Subject to scene being live)
