framing a larger goal for design

work done at Itu Chaudhuri Design / role design direction, design concept, design development / client Manisha & Harsh Gupta

With the emergence of design over the past decades, the number of design schools in India has been steadily growing. In this rapidly swelling field, an educational philanthropist couple proposed a new, top quality design school and invited us to develop its brand.

Through a series of workshops, we discovered that their advisory group envisioned an evolved program which would be an advocate for design thinking—solving real-world problems through design methods rather than focus on technical skills and vocational training. It would value creative, transformational and responsible design interventions.

The idea of “Integral Design” was developed to embody the school’s approach towards design which involves the creative reframing of problems, to generate and make strategic choices that positively impact situations to create value.

The symbol and the ‘reframe’ design language explore the idea of looking at the larger picture, shifting perspectives, and the relentless search for the crux of a problem. The personality is uncompromisingly intellectual, and lively, but rejects artificial sensuality.

from mentor to advocate

The solemness of official applications relaxes to include bright, accent colours for promotional material—balancing seriousness with spark and delight. This controlled use of colour enables the modulation of tonality for different audiences, from authoritative to approachable, within the same system.