Client
GrapeCity

Role
Art Director, GrapeCity

Type
Print ad for all national leading newspapers and magazines

Goals for the project
To create an ad which can convey the name change of the company to the public. Being an Information Technology company, the old name and branding of Bunka Orient required a fresh new image, a new start in the industry with better competetion. Management of Bunka Orient decided to rebrand the company, name, logo and other key factor which makes the image of a company.

For the name change announcement they wanted print ad to be publish in the national newspapers and magazines. An ad which can clearly express that we are changing the name of the company and with that we are also beginning a new term with better approach.

Challenges
Company name & brand change activity is one of the most crucial excercise in the life of a company, any risk could damage the new image of the company. I use to create product and other corporate print ads in-house for Bunka, but this was much bigger.

I was clear that this print ad is of utmost important in the history of the company.

The company had hired two ad agencies and asked them to create ads for the name change activity and my immidiate boss Pipsin Sebastian Mampilli, asked me to design the ad. He took the initiative for this ad.

Execution
My idea was that the ad should be a symbolic representation of the transition. Rebirth, like pupa to butterfly, setting sun to rising sun etc. which means it is not changing into something totally different, but transforming in something better.

The priority was our message, it should be loud and clear, bring excitement amd curiosity. So I created this ad and showed it to the management, they liked the idea and simplicity. They selected the ad and it got published. Pipson Sebastian Mampilli came up with the copy of the ad, and its his coordination that this ad became better at the end and published.