THE CREATIVE SIDE OF BUSINESS COMMUNICATION

Award-winning company hb design pvt. ltd. shares with us some insights into what makes for the “correct” corporate communication design by delving into their success-rated portfolios. Not only does efficient corporate communication need brevity in today’s environment, when people’s attention spans are shrinking at an alarming rate, but it also requires dynamic packaging that immediately gets people’s attention. This places a big portion of the responsibility for achieving the omnipresent roi on design companies, who are required to convey information in the manner of an elevator pitch, engaging both visually and emotionally with the sole intention of evoking a favorable reaction. At the 56th annual association of business communicators of india (abci) awards, the mumbai-based hb design pvt. ltd. was awarded the gold in the ‘desk calendar’ category, bringing their total number of prizes to 7. In the last 9 years, they have won 7 honors. aced up to deliver the a to z of corporate communication – from 3600 branding (fundamental to peripheral) to environmental design (an inclusive discipline in graphic design) to dynamic detailing that bogs the realm of print and digital mediums, the company is known for delivering on the principles of “simple, minimal, and impactful”! Their most recent triumph is a tabletop calendar for the year 2016 that is named “an homage to the legends” and was created for the broadcasting licensing firm, phonographic performance limited. The calendar features images of famous musicians from India that have been created using musical notes. Creative director sajid moinuddin (son of late m. g. moinuddin, india’s legendary publication designer, who is credited with several leading masthead designs – sunday times being still in use) explains that while the brief was, as in most cases, fairly open, the concept of musical notes mandated black, and as a result, color became a scarce commodity here. He considers this to be the most exciting project the company has ever worked on. Sajid confirms that the onus of a campaign is multi-layered, making “focus” the single-most success ingredient that drives creative vision within set brand guidelines. He attributes the success of a design to an optimal product study across several branding and market-driven parameters. Sajid also attributes the success of a campaign to the multi-layered nature of the onus. Their monthly in-house newsletter for tcs maintains the corporate look and feel, but the color and font palettes are warm, inviting, and appealing. To far, the newsletter has received three honors. rupa, the director’s wife and sajid’s better half, notes that there is a lot of thought that goes into picking the appropriate typefaces and colors, and that these requirements, when rigorously adhered to, maintain the overall quality and authenticity of the brand. Their brochure design for the interiors and furnishings shop the one, which also won an award, employs visual power with concise text as its cornerstone, emphasizing the brand’s values of accessible luxury in the process. In order for a designer’s work to genuinely stand out from the crowd, as Sajid once again emphasizes, the designer must be equipped with both an open mind and strong narrative abilities. Moreover, stay away from cliches at all costs! You may see some examples of hb design’s work as graphics on the website indiaartndesign.com.

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