The works of Roshnee Desai (2011)

The works of Roshnee Desai

For everyone who touched my heart. You know who you are.

In her young but productive career, Roshnee Desai has worked with a radio station, newspaper, website, TV channel, advertising agency and finally a brand consultancy.

Roshnee graduated with a Bachelor’s degree in Mass Media specialising in advertising and branding from Mumbai University in 2008.

She began her prolific career at Radio One where she wrote an award winning script for College Radio – a show she hosted on-air. She worked with the Times Group’s Mumbai Mirror for three years writing about lifestyle, politics, entertainment and social trends in Mumbai.

After she graduated from college, she worked at MTV’s on-air promotions department creating materials and content for the brand.

In 2010, she joined Saffron Brand Consultants, a London based company as a designer. Her first project was to propose a logo design for the Unique Identification Authority of India. The design was shortlisted as one of the top five entries for the competition.

She has been on the team for various big-league branding projects like Champions League T20 and branding the West Bengal government.

ContentsPiyush Raghani Web & Personal Branding

EloisE BattERBEE Personal Branding

QuoPPo Web Portal Branding

WEst BEngalPlace Branding

amalay Rice packaging

KaRst Label Branding

Clt20 CRiCKEt Sports Event Branding

linC Pen Packaging

snEhal Joshi aRChitECts Website

say it With Store Branding

Batootas Character and Product Design

PinK Daisy Brand Merchandise Design

uiDai National Logo Competition

PRint Menu, Invite & Music Album Design

Piyush is a TV producer, specialising in ad films. He was also my boss when I worked in MTV, When he asked me to design his website, naturally, I was thrilled!

thE CliEnt Piyush RaghaniCreative Director Of MTV India

We started with a lunch interview and I drew out a mindmap of what Piyush Raghani was all about - his thoughts, influences and personality. Amalgamating it all, I created his website.

THe Idea!Media influences Piyush, Piyush influences Media

thE CliEnt eloise Batterbee Photographer

Eloise is a very talented young photographer. She apprached me for a logo and personal branding. When I saw her work, I fell in love with it!

eloise’s style is very quirky and has an old world charm to it. It reminds one of the smell of old books, brown paper packages and postcards written on with ink pens...

She wanted a logo type with her name in it. But her last name was too long, but its was something we couldn’t ignore, and hence Batterbee turned into a battering bee!

THe Idea!The battering bee!

thE CliEnt

Sawan & team Youth entrepreneurs

Sawan Ruparel and his team of 20 something young engineers had a dream - to start an online recruiting portal that would banish the status quo of the Indian placement system and give everyone equal opportunity and direct access to information on companies and thereby make an informed decision about their future.

I always love working with young start-ups. There is so much energy and involvement and this bunch was truly exceptional.

This was my first business trip for which I travelled to Pune. Over various interviews, meetings, team sessions and con-calls - everything from the naming, moodboarding, brand idea, personality, tone of voice for the website brand was chalked out.

The thought was that finally, every student would get an ‘equal opportunity’ to land their dream job. From Swahili to Sanskrit, we finally arrived at the name ‘Quoppo’ a disambiguation of the term ‘equal opportunities’.

Further, page by page of the web portal and the audience’s interaction was designed and so was a startup kit and material for every customer touch point. This truly was a landmark project for me due to its scale and nature.

THe IdeaS!equal + opportunities = quoppo

“Stop being clueless.”

Very rarely does one get an opportunity to brand a state of a nation. Rarer even, a state with a history and heritage like that of West Bengal. When Saffron Brand Consultants was appointed to do this job, little did I know that I’d be embarking on an adventure of a lifetime!

thE CliEnt The West Bengal Government The longest running democratically elected communist government in the worldWe started our month long journey across the length and breadth of this diverse state on the 16th of September 2010.

The trip commenced from the Writer’s Bloc in Calcutta and proceeded to various parts of West Bengal. We had meetings with officers, farmers, self help groups, students, teachers, labourers. From places of worship, administrative offices,

hospitals to cultural hubs, bazaars, schools, colleges, village homes, ruins, museums, we traversed far and wide to get a pulse of this vibrant, historic state.

And out of this detailed research by the design, consultant and research teams was born the visual identity of West Bengal. - Shobhab Bangla ( Everyone’s Bengal)

I have so many fond memories of this project. One of my proudest moments was when an information officer told me, “ Your parent’s must be so proud of you.” It was at that moment when I realised the scale and impact of the project we had worked on.

THe Idea!Shobhab Bangla -

“Everyone’s Bengal;”

thE CliEnt a Basmati rice companyLooking to create a global gourmet brand

The world of food and dining is changing. and so is the world of Indian gourmet. It now reflects the changing face of the Indian consumer. New India is all about nuclear families, TV recipes and experimenting with cuisines. about blog and Youtube recipes. Out of new Indian gourmet culture is born the global Basmati brand, ‘amalay’

THe Idea!Culinary Conversations

The clients were a group of people starting a limited edition high quality artifact studio. With a glass blower from Czechoslovakia and stores to be opened in Paris and Singapore, they wanted a very contemporary minimalist brand.

thE CliEnt KarstA boutique glassware product design studio

When I was studying design our teacher made us do an assignment on photograms. I was fascinated by how light interacted with photo paper and behaved differently with transparent and opaque objects.

So when I got this project, I thought that this technique and its interplay with glass would be perfect for expressing this brand.

THe Idea! Inverted reality

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ESPN hired Saffron to brand their property, the Champions League T20 of international cricket. Most cricket tournaments were designed in the staid white and red, so we decided to do something more radical and vibrant for this young cricketing format.

thE CliEnt eSPN Champions League T20 Cricket

THe Idea!The world in a cup

thE CliEnt Linc Pens An Indian Pen company

Linch has been a well known brand in India. But it’s business-centric owners have never treated Linc as a brand and hence it has always merged with the generics. They’ve had no distinctive personality or design and hence their sales and recall value too have suffered. Hence Saffron Brand Consulatants was hired to make this low cost pen brand stand out.

The client did not want to change the logo completely since it had some recognition value.

However, the exsiting design did nothing for the brand. So we decided to inject some personality

into it and make it dynamic.

Much before the design, we did a series of vox pop interviews with nearly 100 people from different cities, age groups and social landscapes.

We soon realised that the market was in dire need of an exciting, fun pen brand.

THe Idea!Everyday fun for everyone!

We decided to introduce a range of fun packaging for each of their audiences

-school kids, college goers and the working class. Names were given to each of the pen ‘personalities’ like penny pincher, high flyer, doodler and dreamer

The packaging was aimed to introduce an element of irreverence into their everyday lives. The market was so used to the uninspiring range of pens and packaging, that these colourful packages brought a smile to their faces, truly creating everyday fun for everyone!

thE CliEnt Snehal Joshi architects An Interiors and Architecture firm

The Idea!We live in boxes

Architect and Interior designer Snehal Joshi asked me to design a unique website for his firm. I collaborated with photographer Tanvi Madkakier for this project. We shot boxes in different arrangements and tried to obtain an illusion of infinite, gravity-free space.The website was constructed on this premise.

Nishita had been designing customised gifts for her friends and family for a while. From baby showers to birthdays, she would pick and choose the perfect elements to express the perfect feelings.

She soon decided to start her own little store where she could customise gifts and create decorating solutions for clients who needed help expressing themselves!

We decided to call the brand ‘Say it with’ as it personifed the essence of the brand. It also was an open ended sentence hence making it a dynamic identity. We used cheerful and vibrant colours and patterns which are an essential part of any Indian festivity.

thE CliEnt Nishita VardhanA boutique gift designer

say it with

THe Idea!A gifting idea shop

Step one

Enter the store

Step two

Have a seat, lets discuss!

Step three

Let’s pick and choose the

various elements

Step four

Assemble the look on the mood board

Step five

Place the order

The customer journey

Batootas Product Design

It started with a doodle while I was working at MTV and on popular demand got transferred to cushions. Batootas got ordered from all over India and the world and soon became quite a rage recieving extensive press coverage. It is currently retailed from various home decor and quirky art deco outlets all over India.

The creators of a children’s animation series ‘Pink daisy’ commissioned me to create a series of merchandise based on their characters.

thE CliEnt Nandan NilikeniUIDAI LogoOnce in a lifetime does one get a project like this. and to be short listed in the top 5 among 2300+ applicants is even rarer.

The UIdaI’s mandate is to issue every resident of India a unique identification number linked to the residents demographic and biometric information, which they can use to identify themselves anywhere in India, and to access a host of benefits and services.

One in a billion. The number plays the dual role of celebrating the uniqueness of every Indian while uniting them with a common possession of pride. Hence, the Indian is part of the community chain (the circle), while standing out, proud and individual(the central spot).

BoldIn its bid to include every-one in the same system and rip out inequalities to access, the card inspires, empowers, unites and connects. This bold endeavor demands a visual expression of similar courage and conviction. Energising the single,

Include, Inside, InvolveThe visual expression binds the individual to a larger system, subtly referencing inclusiveness, togetherness and most crucially, accessibility. This programme is a manifestation of the very idea of democracy - a deep desire to make every Indian part of one system, the same system.

In order to celebrate equality, we must first improve and increase accessibility. Functionally, this card brings people inside the system. Symbolically, it brings us closer together.

Transparency. The transparency of the logo celebrates individual uniqueness - the collective colour and vibrancy of diversity.

Empowering the whole.The card’s features will give vigour to every Indian like the Sun nourising every cell.Thus ensuring a healthy democractic nation

thE CliEnt VariousAlbum art, Invites and Menus

Roshnee Desai

405, Venus Residency,

Bhandar Lane,

Matunga(W).

Mumbai 400 016

www.roshneedesai.com

[email protected]

The works of Roshnee Desai (2011)

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