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CAPSTONE-I<br />
MANSI GUJARATHI
ACKNOWLEDGMENT<br />
Inspiration and motivation has always<br />
played a key role in the success of any<br />
venture.<br />
It is great pleasure for me to undertake this<br />
project. I am grateful to my project guide<br />
Rupa Manek of HB Design Pvt. Ltd. and<br />
faculty member Rucha Suryawanshi and<br />
Priya Iyer of Srishti Institute of Art Design<br />
and Technology.<br />
This project would not have been<br />
completed with their enormous help and<br />
worthy experience.<br />
Finally I would like to thank the HB Design<br />
Pvt. Ltd. team, who have helped me and<br />
co-operated with me during my project.
INDEX<br />
GYNOVEDA<br />
Gynocological Health Care<br />
INTRODUCTION<br />
RESEARCH<br />
MINDMAP<br />
SWOT ANALYSIS<br />
MOODBOARD<br />
FONT STYLES AND SKETCHES<br />
ITERATIONS<br />
DETAILS<br />
FURTHER EXPLORATION<br />
MASCOT DESIGN<br />
AD-CAMPAIGN<br />
CONCLUSION<br />
01-02<br />
03-04<br />
05<br />
06<br />
07-08<br />
09-10<br />
13-28<br />
29-34<br />
29-34<br />
35-40<br />
41-43<br />
44
Gynoveda founders learnt ::: 70% of women dread<br />
visiting a gynecologist for 4 reasons –<br />
1. Physical examination<br />
2. Awkward questions<br />
3. Fear of being judged<br />
4. Time to find right doctor & visit the clinic<br />
BRAND<br />
STORY<br />
They went deeper and found that women’s understanding of<br />
healthy menstruation is dismally low. As a result, 1 in 5 women<br />
globally suffer from period abnormalities as there is no easy<br />
way to test & treat it.<br />
Gynoveda is born out of the founder’s personal belief to<br />
empower women to take charge of their health in 3 simple<br />
steps:<br />
1. Technology – Gynoveda team created MenoBot, a<br />
revolutionary gynecology robot with artificial intelligence to<br />
self-diagnose gynecology disorders. A woman responds to 20<br />
questions and Menobot intelligently computes and shows her<br />
results on her mobile. All of it in just 3 minutes.<br />
2. Gynecology – But like its said, no robot can replace human<br />
intelligence and so there’s MyGynie, a hotline to doctor<br />
gynecologists. Chat, call and consult on-the-phone to skip the<br />
long queue at doctor clinic.<br />
3. Ayurveda – Treatment kits packed with power of Ayurveda,<br />
world’s best medical science with ancient herbal formulations<br />
has proven to treat the root cause of any menstrual disorders.<br />
01
BRAND PERSONALITY<br />
• Self guided<br />
• Transparent<br />
• Personalised<br />
• Online savvy<br />
• Bold<br />
HOW IT WORKS?<br />
It works in 4-easy steps<br />
1. Diagnose = Self-diagnose using an Algorithm<br />
2. Tele-Consult = Seek doctor’s opinion ‘without commitments’<br />
3. Learn = Know well before you act<br />
4. Buy = Go natural with power of herbal medicines<br />
ADVANATGES<br />
02<br />
•Herbal and chemical free<br />
•Cures root cause<br />
•Non-invasive<br />
•Longlasting
Business<br />
Opportunity<br />
and problems<br />
that we<br />
are trying<br />
to address<br />
Establish Gynoveda.com as a<br />
new-age Gynaecologist to<br />
overcome menstrual disorder<br />
Replaces visit to<br />
Gynaecologist<br />
Ayurvedic products<br />
for women<br />
Online<br />
Gynaecology<br />
Women age group<br />
20-40 years<br />
WHOM ARE WE TALKING TO?<br />
We are talking to womens who are open-minded,<br />
Open to new things, Online-savy, career oriented, busy,<br />
migrant, Uber, trendy, cool, lively, bold and full of spirit.<br />
03
Problem areas<br />
that we are<br />
trying to cover<br />
PCOD/PCOS<br />
Endometriosis<br />
Fibroids<br />
Endrometrial Hyperplasia<br />
Hormonal Imbalance<br />
Anemia<br />
Thin Endometrium<br />
Asherman Syndromes<br />
Pelvic Inflamatory Disease<br />
Bacterial Vaginosis<br />
Overian Cyst<br />
Dysmenorrohea<br />
Candidiasis<br />
04
MINDMAP<br />
ANONYMS<br />
EASILY ACCESIBLE<br />
TRANSPARENT<br />
SAVES TIME<br />
WOMENS<br />
FEMININE<br />
TRENDY<br />
PERSONAL<br />
QUICK<br />
NON-INVASIVE<br />
COOL BALANCE<br />
DISRUPTIVE<br />
TECHNOLOGY<br />
GYNOVEDA HARMONY<br />
NATURAL<br />
ON THE GO<br />
BOLD FOR CARRIER ORIENTED<br />
INDEPENDENT<br />
HERBAL<br />
SAFE<br />
MENSTURATION<br />
OPEN-MINDED<br />
TECHNOLOGY<br />
NON-JUDGEMENTAL<br />
ONLINE DIAGNOSIS<br />
AYURVEDIC<br />
05
TAKES CHARGE<br />
AYURVEDIC<br />
DISRUPTIVE<br />
TRUST IN OLD DOCTORS<br />
ALLINATES NON-TECH GUYS<br />
STRENGTH<br />
WEAKNESS<br />
EASY ACCESS<br />
CONVINIENCE<br />
EXPENSIVE<br />
NO IMMEDIATE TREATMENT<br />
COVER MORE PROBLEMS<br />
MEN<br />
OPPORTUNITY<br />
LIFESTYLE<br />
COMPETITORS<br />
THREATS<br />
ONLINE-SAFETY<br />
06
MOODBOARD OF THE BRAND<br />
07
08<br />
COLOR MOODBOARD
FONTS<br />
Collection of fonts which go together<br />
with the brand’s personality.<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
09<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%&*(),./?<br />
Gynoveda<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$^&*(),./?
SKETCHES<br />
10
LOGO<br />
ITERATIONS<br />
GYNOVEDA<br />
GYNOVEDA<br />
G<br />
G<br />
gynoveda<br />
G<br />
G<br />
G<br />
gynoveda<br />
MNEMONIC<br />
11<br />
GYNOVEDA
LOGO<br />
ITERATIONS<br />
WORDMARK<br />
& LOGO UNIT<br />
12
DETAILS<br />
>><br />
>><br />
Yin Yang, a Chinese religion and<br />
philosophyThe yin, the dark swirl, is<br />
associated with shadows, femininity,<br />
and the trough of a wave; the yang,<br />
the light swirl, represents brightness,<br />
passion and growth.<br />
G + +<br />
Initial of the brand<br />
name Gynoveda<br />
Venus symbol, often<br />
considered to represent<br />
female, derived from<br />
astrological symbols<br />
Ayurvedic herbs which<br />
are key component of<br />
Ayurveda<br />
OPTION-1<br />
take charg e<br />
13
take charge<br />
take charge<br />
14
DETAILS<br />
APPLICATIONS<br />
15
16
DETAILS<br />
Feminine/curvy Form<br />
depicting the target<br />
audience of the<br />
brand-WOMEN<br />
Natural element/shape<br />
i.e. Leaf depicting the<br />
ayurvedic solutions<br />
of the brand<br />
Integration of two<br />
elements forming<br />
an abstraction of a<br />
leaf and a woman.<br />
Gyn veda<br />
o<br />
+ =<br />
Further manipulation of the selected form, to achieve<br />
the resemblance of the letter O in the brand name.<br />
OPTION-2<br />
17
Gyn veda<br />
Take Charge<br />
The use of darker color and<br />
the break in the flo w of the<br />
circle in the symbol depicts<br />
the time of the menstru ation<br />
cycle.<br />
18
DETAILS<br />
APPLICATIONS<br />
19
20
DETAILS<br />
Gynoveda= Gynaecology+ Technology+Ayurveda<br />
Keeping this very direct formula in mind, landed up on an exploration<br />
which has all three elements in a very subtle and simplisitic manner<br />
Leaf- denotes<br />
a very subtle<br />
element of<br />
ayurveda<br />
Female form-<br />
Again a very<br />
simple form which<br />
denotes women<br />
Wifi symbol- Keeping<br />
in mind that it can be<br />
accessed anywhere and<br />
anytime, the first thing<br />
that pops up is better<br />
connectivity<br />
OPTION-3<br />
GYNOVEDA<br />
Take charge<br />
21
22
DETAILS<br />
APPLICATIONS<br />
23
24
DETAILS<br />
Depicts the feminine<br />
a very simplistic<br />
form<br />
Breaking the myths/<br />
Streotype image<br />
break free<br />
It gives a very clean, simple, fresh, minimalistic feel to<br />
the logo without any additional frills. Totally uncluttered<br />
so it makes the decision making process clear.<br />
OPTION-4<br />
25
26
DETAILS<br />
APPLICATIONS<br />
27
28
FURTHER<br />
EXPLORATION<br />
Taking forward the idea of womens sign i.e the bindi they<br />
further added element of ayurveda called as ether<br />
and below are some logo explorations<br />
Ether- An ayurvedic<br />
refers to space; a space<br />
that other element fills<br />
Women form- Again a<br />
very clean vector that<br />
denotes a women<br />
29
Take charge<br />
Take charge<br />
Take charge<br />
Take charge<br />
ITERATIONS<br />
30
Color<br />
Inspiration-<br />
PANTONE<br />
Color of the<br />
year 2019<br />
WHY CORAL?<br />
Coral emits the desired, familiar, and energizing aspects<br />
of color found in nature. In its glorious, yet unfortunately<br />
more elusive, display beneath the sea, this vivifying and<br />
effervescent color mesmerizes the eye and mind. Also it<br />
is very bold, young and trendy color to work with.<br />
31
Selected Logo<br />
Take charge<br />
Take charge<br />
Take charge<br />
Font Family<br />
Comfortaa-Regular<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
Comfortaa-Light<br />
abcdefghijklmnop<br />
qrstuvwxyz<br />
1234567890<br />
!@#$%^&*(),./?<br />
32
APPLICATIONS<br />
33
APPLICATIONS<br />
34
MASCOT DESIGN<br />
What is a Mascot?<br />
A Mascot is any person, animal, or object,<br />
or anything used to represent a group<br />
with a common public identity, such as a<br />
school, professional sports team, society,<br />
military unit, or brand name.<br />
Key Elements<br />
•Artificial Intelligence<br />
•Women Centric<br />
•Doctor<br />
Mood Board<br />
35
1. Understanding- First the brief I received, then I’ll talk about my points of focus and, try to break<br />
it down a bit. The client needed a character to not only represent their company, but become a<br />
companion to their customers.<br />
2. Story- What story is our mascot telling? How will he help tell Gynoveda’s story? The initial<br />
suggestion and assumption was a mix of artificial intelligence and a doctor mascot at which point<br />
I thought, ‘Gross’. I wanted the mascot to have the ability to be trustworthy, caring and someone<br />
who has larger expereince and something that would go with the brand’s story.<br />
3. Design- As with anything we create, it must be visually appealing. As much as this was an<br />
illustration project, it also had a lot of design and problem solving components. So with the final<br />
output the Grandma (let’s just call her Grandma for now)I relied a lot on the things that made a<br />
Grandma a Grandma. That was: her her specs style, wrinkles on her face, and face structure.<br />
4. Branding- The online website has a very clean, crisp, interface and aesthetic so I wanted to keep<br />
Grandma simple with flat graphics. Her dress is subtle and classy, an overlay of coat just to show a<br />
combination of doctor and a experienced Grandma who could guide us.<br />
5. Personality- This is the most important part to focus on. Your design would refelect a certain<br />
personality which should match with the brand’s personality. Simple features of your design would<br />
showcase the personality<br />
Reference links-<br />
5 important steps for Mascot Designhttps://www.creativebloq.com/character-design/tips-5132643<br />
https://www.youtube.com/watch?v=t1LpFn1OHa0<br />
https://www.behance.net/gallery/73224689/Character-Design-explorations<br />
https://www.behance.net/gallery/51277723/Character-Design<br />
36
SKETCHES<br />
37
ITERATIONS<br />
38
She is very calm, wise and lovely.<br />
At the same time she is a<br />
specialist in Ayurveda.<br />
Facial details show more<br />
about their expressions.<br />
DETAIL<br />
FEATURES<br />
39
Colors like mustard yellow, sea<br />
blue, etc. are the colors, most of<br />
the Grandmas like wearing and<br />
reflects their personality<br />
more effectively<br />
Hi! Dis you visit our<br />
website Gynoveda.com yet?<br />
40
SOCIAL<br />
MEDIA<br />
41
42
43
CONCLUSION<br />
In conclusion to this project, this project<br />
was an unconventional branding project.<br />
There was alot to research, learn , and<br />
understand about the design industry.<br />
It was all together a great<br />
experience from client interaction to<br />
understanding the whole process.<br />
In addition to this project, I am looking<br />
forward to work on this project and<br />
add some more values like packaging<br />
design or website design in future.<br />
Sincere thanks for this opportunity..<br />
44
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