Sonakshi Dabas BD1812 Industry Internship Document 2021

Industry
Internship
2021
Department of Fashion Communication
National Institute of Fashion Technology
Sonakshi Dabas | 2018 - 2022

Documentation of
Communication Design Internship
WorkinGrl
An Internship report submitted to
Department of Fashion Communication Design
NIFT, New Delhi
SONAKSHI DABAS
Department of Fashion Communication
Batch 2022
Submitted for the degree of Bachelor of Design
Fashion Communication Department
National Institute of Fashion Technology
New Delhi - 110016
© 2021 National Institute of Fashion Technology, New Delhi All right reserved.
No part of this publication may be reproduced, stored, in a retrieval system or
transmitted, in any form or by any means - electronic, mechanical, photocopying,
recording or otherwise without prior written permission of the copyright holder.
July 2022

Name :
Company Name :
Industry Mentor :
Internal Mentor :
Sonakshi Dabas
Bachelors in Design
Fashion Communication
WorkinGrl
Ms Aanchal Rai
Mr Anupam Jain
Signature :
______________

Acknowledgement
I take this opportunity to express my profound gratitude and regards to my mentor
Mr. Anupam Jain for helping me figure out my course of action and helping me
through this internship and otherwise. The help and guidance given by him time
to time shall carry me a long way in my future projects as well.
I take this opportunity to express my deep sense of gratitude to WorkinGrl for
their support, valuable information and guidance which helped me in completing
this internship through various stages. Special mention to my mentor Ms. Aanchal
Rai, Creative Head and Founder, for guiding me through and helping me learn for
my personal and professional growth.
I am obliged to each member of the team, for the valuable information provided
by them in their respective fields and for their cooperation during the period of my
assignment.
Last but not the least I would like to thank my friends and family, whose constant
support and motivation helped me come through and perform on the difficult
days. Without them I would not have taken away all of the little extra lessons that
have helped in my growth over the period of my internship.
Abstract
The pages from here on carry the documentation of my summer internship
experience at WorkinGrl as a communication designer where in I have explored
various arenas of the field including graphic design, animation, photography
and styling amongst a few.
This internship has helped me understand the nuances of how projects are
planned and executed in the industry, and also about the growing importance of
digital media in the field of marketing and communications.

Contents
Contents
WorkinGrl
Manoharlal Jewellers
Foldong by W
About the Company
Services
Organisational Structure
Clients
Internal Projects
Brand Introduction
Brand Identity
Visual Language
Graphics
Instagram Grids /Posts
Instagram Stories
Hoarding
Offer Creatives
Photography
Silver Flatlay
Store Shoot
Brand Introduction
Brand Identity
Visual Language
Graphics
Instagram Posts
Instagram Stories
01
01
01
02
03
07
08
08
10
20
27
29
31
35
37
38
38
40
44
W Extended
Shrinkhla
Qua Clothing
Brand Introduction
Campaign Concept
Styling & Production
Behind the Scenes
Final Images
Brand Introduction
Campaign Concept
Styling & Production
Behind the Scenes
Final Images
Social Media
Instagram Layouts
Instagram Stories
Brand Introduction
Campaign Concept
Styling & Production
Behind the Scenes
Final Images
47
48
49
52
53
57
58
59
62
63
64
69
73
74
75
79
80

About the
Company
Founded by Aanchal Rai in 2019, WorkinGrl,
is a design solution studio based out of New
Delhi that works towards creating and
curating tailor-made content for brands
across all spectrums of fashion and lifestyle.
From conceptualizing the narrative to
planning and execution, WorkinGrl and her
team aims to build a brand’s identity and
amp up their social media presence through
stunning visuals and impactful copywriting.
Services
Campaigns & Editorials
Lookbooks & eCommerce
Product Styling
Social Media Management.
Graphic Design & Packaging
Video & Films
Structure of
the Company
Aanchal Rai
Founder
Creative Director
Devansh Sharma
Graphic Designer
Sonakshi Dabas
Branding & Styling
Intern
Gursha Bedi
Styling Intern
01 02

Brief 1 : Social Media Video
To create an animated video aligned with the brand identity showcasing work done
previously in the area of social media management for various brands
Concept 1 - Deck of Cards
Concept 2 - Phone and Background
Here, the idea was to show a phone with social media interface and a
complementing background to support it, this will be enhanced by glitching effects as
we change the theme/social media client within the video
For a creative way of showing screen recordings, I came up with the concept of
showing different brands as a set of cards that shuffle and reorder themselves and
create a fun playful animation around the same.
Finalised Video
Explorations
03 04

Brief 2 : Business Card
To create a business card for the founder of the company, keeping in mind the
personality and vibe of the brand.
Explorations
Final Design
05 06

Brand
Introduction
Established in 1930 in Meerut, Manohar Lal
Sarraf and Sons Jewellers (‘MLJ’) is one of
the most respected and trusted jewellery
houses in Delhi. Their founder, Mr. Manohar
Lal Sarraf, was a first-generation
entrepreneur and entered the jewellery
industry 90 years ago at the age of 20.
Since then, Manoharlal Jewellers has
continued to pave the way for a brand that is
synonymous with trust and quality today.
The MLJ legacy exemplifies all the values
and their history with the certification of each
and every product they craft is a testament
of this – perfectly encaptured by the vision,
“Beauty, purity, and security”.
Brand
I्dentity
Visual
Language
The brand markets itself with three qualities
'Beauty, Purity, Security'. In the jewelry
business, these three form the pillar for
gaining customers trust which is essential in
the luxury sector. Their key demographic is
of the age of 25+ females and 35+ males
lying in the high income group. It sells high
end ornate jewelry with precious metals and
stones targeted for occasion wear and high
end gifting. The brand is all about
sophistication, tradition, luxury and grandeur
and their visual language also reflects the
same.
When thinking of the visual language of MLJ,
think of elements line gold lines, soft beige
backdrops, intricate Indian patterns, rich
maroon backgrounds, symmetrical well
balanced layouts, emphasis on product,
clean body text and ornate headings with
calligraphic and beautiful serif fonts.
They have been dealing exclusively with
hallmarked Gold, Diamond, Syndicate Polki,
and Silver Jewelry, since as early as the
1990s. diamonds at Manohar Lal Jewellers
are certified by the internationally acclaimed
gemological labs (IGI and GIA).
07 08

Look & Feel of Online Presence
Brief 1 : Social Media Posts
Throughout the course of this internship, Manoharlal Jewellers was the main social
media account I was overlooking, the brief was to create themed grids in multiples of
three. The look and feel of these had to be on brand while also ensuring that product
is being highlighted in ample amounts, as that is the main source of conversion
through social media. Along side, they wanted to build trust and relationship with
their customers and promote new collections and store visits to their flagship
locations which had taken a hit during the pandemic.
Grid 1 - MLJ Family
For MLJ, a large section of their business comes from clients that buy jewelry for
weddings. Through this grid, we wanted to highlight consumer and product
relationship while also celebrating customers as part of the MLJ Family and
showcasing their big day as a celebration of the brand too. Jewelry images were also
included to give a source of inspiration to other clients planning weddings ahead.
Work In Progress
09 10

Final Grid
Grid 2 - Experience Luxury at South Ex II
MLJ South Ex is the brands latest flagship store, it is all about grandeur, luxury and
splendor. It is the newly located branch, and needs to get traction as it is the
grandest outlet and has replaced the previously most popular Defence Colony store.
Work In Progress
Photographs of Store Interior
11 12

Final Grid
Work In Progress
While the grid was easily balanced visually, various colours and textures had to
be tried since the brand does not usually use these colours.
Grid 3 - Mehr Silver Jewelry
Mehr is the Silver Jewelry collection recently launched by Manohar Lal Jewellers,
which consists of many statement hallmark silver jewellery pieces including
necklaces, earrings, anklets and bracelets. The next grid had been created to
promote the same. All the photographs included in the grid have been shot and
edited by me and will be covered in detail ahead.
13 14

Final Grid
Grid 4 - Indirapuram Store
Out of the two locations that Manohar Lal Jewellers promote the most, Indirapuram
hold the name of being the oldest and has deep sentimental value to the franchise. It
was the first time an entire section of the grid was being dedicated to it and for this
purpose, I had visited the Indirapuram to shoot some photos and videos as well. A
walk-in reel for the store was also included in the grid in which a view of the entire
store and the hustle bustle inside it is shown.
Work In Progress
Frames from Reel
15 16

Final Grid
Grid 5 - MLJ x Aisha Rao
MLJ had recently collaborated with Aisha Rao, a couture fashion designer for her
shoot and this grid wanted to highlight the jewellery from the images taken.
Final Grid
Grid 6 - MLJ Royal Affair
This grid went more into the creative side as compared to regular content that
MLJ puts out. For this I ideated that we could do jewellery/jewellery styling
inspiration from old paintings of royalty to exude a feeling of luxury and tradition.
The grid showcases paintings and jewellery from MLJ that you can bag for a
similar style statement.
17 18

Work In Progress
Brief 2 : Instagram Stories
Everyday, MLJ posts atleast 3 stories following a theme relevant to their
business. These can be product images to client pictures and so on. During the
course of my internship I tried to bring in some variety to the kind of stories were
being put out. To increase engagement and interest we ventured into poll stories,
store visits and live images as well as a few interesting concepts. Here I will be
sharing one graphic from each of the templates that I had created.
Workspace
Final Grid
PNG Stories
These are story templates in line with the brands visual language that simply
showcase the product, making it the sole focus.
19 20

Live Product Image Stories
Stories made using images of jewellery from shoots/ store visits
Store Visit Stories
These were designed specifically to bridge the gap between consumer and the
actual act of jewellery shopping in person. Images/Videos from the store connect the
customer virtually to the buying space and establish a familiarity and trust.
This or That Stories
This or That stories are a huge way to increase engagement from your target
audience, as they treat it like a game series in which the polls are just the key to get
someone hooked. We did a few series of take you pick polls from different sections
of the MLJ jewellery chest, and also delved into engagement of target audience
through a more generic sense i.e. polls about wedding like decor, flowers, and basic
preferences for events etc.
21 22

Product This or That
This or That : Wedding Edition
MLJ Weekend Chill Stories
We wanted to connect with the customer with music and hence created a playlist
called MLJ Weekend chill on Spotify, music from which was shared on weekends
along with previews of songs included.
Festival Stories
In the course of my internship, I also made story creatives for fesivals like Eid,
Raksha Bandhan and Independence Day
23 24

Independence Day
Teej & Eid
Raksha Bandhan
PNG Story Templates
25 26

Brief 3 : Hoarding
The brief was to create a hoarding for South Ex Branch, here, right side of the
design had been fixed and I had to design the rest of the printable area using
jewellery and graphics to capture essence of the brand.
Workspace
Options
27 28

Brief 4 : Offer Creatives
The brief was to create a offer creatives for attracting consumers through
WhatsApp and Facebook. I created two of these, one for Raksha Bandhan and
the other for a Festive season call out at the South Ex store.
Workspace
Final Creatives
29 30

Brief 5 : Photography
I carried out two shoots during the course of the internship, one was a planned
shoot for product photography of silver jewellery and for the other one I had to
visit the store in Indirapuram to shoot store pictures, store videos and product
images from the store.
Behind the Scenes
Mehr Silver Jewellery
The shoot was carried out outdoors in natural light with my DSLR, products like
silver necklaces, silver earrings, silver articles and silver anklets were shot.
Attached below is the moodboard we created to guide the shoot and have a
visual aesthetic reference to show the clients.
Keywords for the Theme
Earthy, Calm, Vintage,
Soulful, Warm, Sophisticated,
Clean, Bright, Feminine,
31 32

Final Edited Images
33 34

Indirapuram Store Shoot
The shoot was carried out at the Indirapuram flagship store where the objective
was to shoot the people who bring the store to life, shooting a walk in video for
the store and capturing some live jewellery images.
Attached below are some of my favourite images/frames from the visit
35 36

Brand
Introduction
"If clothes could talk,
they would sing along.
For as the song of nature,
fills the heart, from dusk to dawn."
Folksong is a premium women’s ethnic wear
brand which is going to be launched in
January 2021 under the W for women
franchise.
They have developed various styles keeping
Indian handcrafted textiles in the front seat.
Inclusion of Ajrakh, Kantha Embroidery,
Chanderi and many more textiles has really
helped amp up the silhouettes with intricate
details.The mix of hand carved block prints
and traditional embroidery techniques
ensures the perfect blend of story telling and
authenticity.
Brand
I्dentity
Visual
Language
The brand stands on three keywords,
'authentic, soulful, handcrafted'. It talks about
the beauty of slow and timeless fashion
while appreciating the intricacy and value of
handcrafted Indian fabrics. Their target
demographic is the 25-40 year old Indian
working woman who lands in the higher
income group and is willing to invest in high
quality everyday wear as well as occasion
wear and is looking to be a more conscious
consumer. It represents itself with a calm
and free approach that resonates as a very
simple, approachable and clean brand.
When thinking of the visual language of
Folksong think of muted earthy tones like
beige, off white, tans and browns, olive
greens and deep muted blues with the
occasional jewel toned mustard, rich pink
and violet. Think of natural rugged textures
and clean simple feminine effortless layouts,
minimal soft fonts and effortless script fonts.
The product range includes Kurtas, Pants,
Sets, Dresses and Dupattas to name a few.
4 Font
Saturday Better
37 38

Look & Feel of Online Presence
Brief 1 : Social Media Posts
Folksong is one of the brands directly managed by the creative director in terms of
visual design of the layout. It relies heavily on photographic imagery as compared to
graphics and illustrations, though it fits the theme and is used occasionally.
hroughout the course of the internship I was incharge of making filler posts/ mood
posts/ craft posts for the brand.
Workspace
39 40

Filler Posts
For creating filler posts, the main thing was curation. Getting to crack which
visuals work for and represent the brand and also resonate with the audience.
Looking into visuals/videos that showcased essence of craft, sustainable fashion
and Indian-ness as well as the personality of Folksong, clubbed with the right
copy and apt music, pulled the whole look and feel together
Clothing Detail Posts
Folksong is all about the details, delicate embroidery, dainty pleating, intricate
hand block prints, the signature folksong lapel are all what make the brand so
special. These posts were meant to highlight these details in a simple clean and
sophisticated manner without taking away from the detail we had to focus on.
41 42

Clothing Detail Posts
Folksong proudly talks about inclusion of traditional Indian crafts in their product
line. Through these posts we wanted to focus on the same, but giving the craft
itself the centre stage. For this, I picked up motifs used in the block printed
fabrics and illustrated them to give a clear view of the motif and the text here
talks about the craft itself.
Brief 2 : Instagram Stories
For folksong, stories catered to mostly being product oriented with attention to
craft and details. While I worked on multiple templates as sets, I will be sharing
few here out of each to give the holistic idea of the look and feel carried out.
Workspace
Tradition Stories
43 44

Craft Stories
Story Frames for Product/Details/Poll/Festival
Product Stories
Campaign Stories
45 46

Campaign
Concept
The brand has recently launched its W
Extended line, which has extended size
range of all garments upto European size 18.
The idea behind the campaign was to
highlight this collection and promote feelings
of body positivity, acceptance and inclusivity,
womanhood and sisterhood.
Brand
Introduction
W is a part of the fashion conglomerate
TCNS CLOTHING CO. LIMITED which has
successfully launched and scaled up many
brands and product innovations for Indian
women.
Brand
Mood
Board
The brand had provided a basic moodboard
to us giving an idea of how they want the
outcome to feel. From here on, styling and
production of the campaign was carried out
by WorkinGrl.
W is a premium fusion wear brand, which
merges Indian and western sensibilities with
an emphasis on distinctive design and
styling. Understanding the shift of fashion
requirements of the woman, they felt the
need for a one-stop solution for all style
queries.
To address this requirement, they introduced
the brand W that caters primarily to the work
and casual wear requirements of modern
Indian women who have an independent
mindset.
With the body positive movement, W has
recently launched the Extended campaign
where in the brand talks about inclusive
sizing i.e. it has expanded size ranges in all
existing garments rather than just releasing a
plus size collection.
47 48

Make Up References
Group Shot References
- Dewy skin - Fresh - Glossy lids - Bold
cheeks - Tint on the lips - Mascara
- Dewy skin - Very little mascara - Rosy
cheeks - Bold lips
Location
The shoot was initially planned outdoors (viable locations: Mehrauli Archaeological
Park, Sunder Nursery, Aravali Biodiversity Park) however, due to weather conditions
last minute changes in location happened and the shoot was shifted to Aqube
Studios. For desired backdrop, stock photos were procured and edited to the clients
liking and printed on 15ft x 20ft flex. eCommerce shoot also took place in the same
studio simultaneuously.
Single Shot References
Backdrops
Clear blue sky
Desert Landscape
Field with long dry grass
49 50

2-3 Model Shot References Mood Shot References
Detail Shot References
Behind The Scenes
51 52

eCommerce Images
Campaign Images (RAW)
53 54

Campaign Images (RAW)
Campaign Images (RAW)
55 56

Campaign
Concept
The concept revolves around the carefree days of
Having inhibited fun - not worrying about today’s
norms and time. The shoot essentially captures
all aspects of our lives everyday joys with our
loved ones - such as a day at the park, catching
up over coffee, travelling together, dancing (read
festivity) while deliberately masking/ blurring the
other model/subject through angles and edits of
photography. The blur signifies the distance we
must and have to maintain during these times
while simultaneously creating a “longing” and a
connect with our loved ones.
Brand
Introduction
Shrinkhla brings in a mixture of old and new
designs to strike a balance between the
avant-garde and the traditional. Through this
mixture of forms of craft, the traditional
handicraft industry has more hope for
shining.
Mood
Board
Indian culture is known for its use of vibrant
colors, and not just for decorative purposes.
Colors in India have connections to religion
and politics and are incorporated into
festivals and celebrations. Shrinkhla
incorporates almost all the colors like shades
of red, greens, blue, yellow, pink etc. in our
collection.
Shrinkhla is also known to provide the best
fit with ultimate comfort and style.
The silhouettes are easy flowing.
We believe in providing the best quality
of fabric and colors.
We use the most fine quality cottons and
chanderi fabrics .
The colors used in the block printing are
of best quality and no bleeding at all
even after multiple washes.
57 58

Lighting Reference
Location
Serendipity
Village, 238/4, Mandi Rd, Junapur Village,
Jaunapur, New Delhi, Delhi 110047
Set 1
Things we bonded over during the pandemic initially were board games: How about
just going old school and playing it with your loved ones ? The mood for this set is
old school, Initially playing the games online and transitioning reminiscing the good
old days over chai and board games.
Set 3
Music is a huge part of our life, and letting our body groove to it is a bigger part of
being and feeling free. How about sharing it with a friend and finally being able to
groove freely to the music.
Lighting Reference
Lighting Reference
Set 2
Human connection has been a crucial part of the pandemic. The most one has been
able to establish over a zoom call is just a foggy memory now, How about actually
looking back on our friendships, childhood memories and family through the old
photo albums and recollecting the longing of human connection.
Props
Tea cups
Photo frame
Table runner
Crockery
Ludo
Curtain 2 sets
Coasters 4-6
Prints of fabric
Paranda
59 60

Hair & Makeup Reference
Behind the Scenes
Jewellery - Mohher India
Footwear - June Shoes
61 62

Some Final Images
Social Media Layouts & Stories
After the photoshoot the brand wanted to launch the images for the collection
ehsaas on its social media channels. The brand language is simple, minimal,
elegant, earthy and structured. The idea was to create layouts where in each
section has a theme. The first grid was planned to be teaser introducing the
campaign followed by images from different sets of the shoot. For stories, we
mainly wanted to focus on the new collection, products, launch of new website
and behind the scenes from the workshop of the brand.
Teaser Grid - Explorations
63 64

Final Grid - Teaser
65 66

Launch Grids - Explorations
Launch Grid - Final Set 1
67 68

Launch Grid - Final Set 2
Launch Grid - Final Set 3
Teaser Stories
Launch Stories
69 70

BTS Stories
Product/Website Stories
71 72

Campaign
Concept
Depict Aspirational lifestyle, a high power, high
functioning woman who is winning. She is a
strong self-made woman. She comes from
humble backgrounds and has worked hard to get
where she is in her career today. She has strong
opinions and drives aspiration from
powerful/successful women. Is feminist, questions
inequality and does not let anybody tell her
otherwise. Other women are inspired by her, they
want to be like her.
Brand
Introduction
Inspired by the Arabic word "Qua" which
means Power, the homegrown brand
describes the strong, independent and
fearless woman of today. She is a confident
and ambitious woman who knows exactly
what she wants and does not fail to assert
herself.
Brand
Mood
Board
The brand aims to bring back elegant
fashion at work by creating a line of modern
classics that reflect both an eye towards the
future and nostalgia for old school elegance.
Every single piece is meant to elevate and
enhance the boss lady that resides inside
every woman.
Every piece is tailored keeping in mind the
woman who is constantly on the move. From
board meetings to meet-ups, pitch to plane,
our line employs vibrant colours, structured
silhouettes and breathable fabrics that allow
you to move easily without any hassle.
73 74

Garments
Styling References
Jewellery
Make Up References
75 76

Hair References
Body Language
Strong, confident and bold poses exude power and potential. Angular placement of
joints with an effortless ease would provide the desired look of a boss woman.
Individual as well as duo shot references have been added to get desired look of
women rising to power and helping each other in doing so.
Lighting References
Detail Shot References
77 78

Behind the Scenes
Few Final Shots
79 80

My
Learning
I can be pretty straight forward and say that
this internship taught me how to improve my
graphic design skills and gave me an
introduction to the world of styling and
production, each of these which it did
amongst many other technical things. But
much more importantly I feel it has helped
me grow as a person. It has given me
exposure to different people and how to deal
with them. As a slightly reserved person I
found myself in my element at each of the
shoots I was a part of and got to know and
talk to different people from the industry. I
developed patience when clients asked for
changes after changes and also learnt how
to read the client, knowing what they'd want
so that the back and forth of changes and
rounds of communication get reduced. This
internship has taught me how to understand
a brand, not just in terms of aesthetics but
also what it is, who it serves and how it
behaves. I found myself working at a pace I
had never before achieved. I taught myself
to multitask and let go of the dread of
perfectionism and just getting stuff done.
More than anything this period of training
has taught me to believe in myself, push my
boundaries, trust me strengths and always
take a stand for what I feel is important. It
has helped me show up as a more confident
person everyday no matter how similar each
day might have looked from the edges.

Department of Fashion Communication
National Institute of Fashion Technology
Batch of 2018 - 2022