SHAMOOR

SUMMER INTERNSHIP DOCUMENT

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National Institute of Fashion Technology

Ministry of Textiles,Government of India

Design: Jagrati Mahaver

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Printed and published in Hyderbad,India

 INTERNSHIP REPORT

ON

SHAMOOR
Beyond Creative

Submitted
by

Jagrati Mahaver
Batch 2013-17

DEPARTEMENT OF FASHION COMMUNICATION,

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,
Hyderabad

Report Designed and Compiled by Jagrati Mahaver ©

 PREFACE

This report for the industry internship is a complilation of all the extraordinary ex-
perience in one of the fastest cities of the country,Delhi.A fancy yet corporate
environment and many professional Graphic Design and strategy plotting proj-
ects that made the learning cristal clear like diamonds of Shamoor.

The document gives a detailed description of the design creation and various
methods and processes followed to achieve one afficiently.

The document is a compilation of the company profile ,its structure,market place-

ment and strategies.It also includes various projects completedduring the course
of internship and its learning.

Working with Shamoor was more than just an internship.It was a lifetime learning
experience,where engineering and designing together makes users experience
more easy and affective.
 CERTIFICATE OF
INTERNSHIP

This is to certify that Ms. Jagrati Mahaver , student of 7th semester,

Fashion Communication Department, NIFT- Hyderabad has carried
out an Industrial Internship at Shamoor,Beyond Creative, Delhi. for a
period of eight weeks from 7th, june 2016 to 2nd ,August 2016.

Mr. Abhinav Garg Shri S.K Jha

Centre Coordinator Joint Director
NIFT,Hyderabad NIFT,Hyderabad

DEPARTEMENT OF FASHION COMMUNICATION,

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,
Hyderabad
 SHAMOOR
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C o nt a c t No . : + 9 1 8 37 6 9 0 3 3 0 5 E- m a i l : a ka s h . s i n g h @ s h a m o o r. co m

A ka s h Ja i S i n g h
E xe c u t i ve C o u n c i l
 INTERNSHIP BRIEF

The industry internship is an integral part of the fashion communication course and
is intended to give us an opportunity to appreciate the working knowledge of in-
dustry. The main objective is to give a platform for the communication students to
gain appropriate and valuable experience, guidance & an industrial exposure.

THE OBJECTIVES ARE: -

-To study of different section /Departments of the organization It is required to collect informa-
tion about the hierarchy of the organization and understand the roles of different professionals.

- Design process in the organization It is required to carry an in-depth study about the design
process/ methodology followed by the organization.

- To study the different procedures involved and their application It is essential to understand
the procedures followed within the organization to continue the working process of the orga-
nization.

- Time study and operational breakdown Time study of various projects, Understand division of
work - To work on projects to gain industrial Work experience. Hands on work on the ongoing
projects in the industry.
 CONTENT

-ORGANISATION
Profile
Structure
Information flow
Designing

-DESIGN PROCESS
Pre designing
Desiging
Post desiging

-ANALYSIS
SWOT
Observation
Learning
Suggestion

-PROJECT
Logo desiging
Canopy design
Wall art designing
conclusion
bibliography
Design
is where

science
and
art
break even
The small
beginning..
 Profile
Shamoor Design Studio (www.shamoor.com) is a steadily maturing E-business &
communication Solutions providers founded in 20013 & located in Delhi with a
definite vision to provide top notch creative, artistic designs and multimedia solu-
tions. Everything that is part of this universe is worth a leisurely watch. And, with
Shamoor, They wish to make every experience the charm that lies behind every
hidden bit.

Just like a diamond’s shine is realised by the amount of heat a meagre stone
faces, similarly,It has the strength to outshine every element that we see around,
putting in dedicated attention, trying to see what mind boggling capabilities
even a random object beholds.

We do
Ideate-Create-Accentuate

Ideate

INstincts: We hone the basic instincts of a brand to refine its presence. Defin-
ing and reviving Brand Core, Brand Lifecycle, Brand Culture, and Brand Value
Spheres.

INterest: Aligning brand instincts with market expectations to create interest

among the market prospects. Brand Essence, Brand Identity Design, Logo Uni-
verse, Brand Implementations, Product/Service Portfolios, Website, and Brand
Adverts.

INdividuality: Acknowledging and tuning the brand instincts to create positive

interest must result in a distinct brand identity and character. ‘A brand evolves
when everyone has a unified Vision about the brand in their Heads!’ Packaging,
Media, Public Relations, ATL/ BTL Promotions, Digital Reputation Management(in-
cludes Social Media).
 Services

What does the brand stand for? It is vital to understand the innate values that a
brand embodies. We introspect into minute details of the business environments
that surround a brand’s inception. Questionnaires, surveys, and GD interviews
assists our team to zero-in on the driving forces constituting the core of a brand.
Identifying what a brand stands for lays the foundation for concepts, designs,
and strategies.

Revive or define a brand’s lifecycle? Brands approach Shamoor at different stag-

es of their brand lifecycle. Whether starting a journey or if they are in the middle
of a serious brand transformation, our team ensures brand longevity and revival
through calibrated moves.

We build on legacies, legends, and identify the primary emotions powering the
brand. Culture is crucial to development of a brand’s personality and character.
A brand’s affiliation to its target audience depends on its identity formation

To affirm the service/product values, market propositions, brand visualization &

aesthetics. Value spheres is primarily the sets of values the brand is willing to offer
its customers or consumers. It is crucial to segregate and quantify these values for
the ease of plotting the brand strategy.

Shamoor aspires to be a place for your imagination to sparkle and creative spirit
to soar. Spend some time with us and feel inspired by this whimsical wonderland.

Brand Essence & Identity Design

A blueprint of the brand identity design. Theme creation, colour coding, design
collaterals, and overall content design & strategy are few of the focus areas. An
identity design is contemplated after thorough industry research and competitor
analysis by our seasoned executives. The significance of this process lies in the
findings. Findings assist us to make informed decisions and momentous choices.
Furthermore, the brand essence lies in the intricacies of a brand’s
identity design.
Logo Universe

A logo is a key identifier of a brand. It exhibits or mirrors a brand’s overall beliefs

and values. Logo concepts, elements, characteristics, functionality, design evo-
lution, and logo implementation are broad bifurcations of the stages of a logo
universe creation. A logo is a unique identifier that remains pervasive at all levels
of a design implementation process. Be it office collaterals or a product packag-
ing, a logo is a brand’s connect with the world.

Design Implementations

Implementations of brand elements on office collaterals, outdoor/indoor adverts,

packaging, websites and all other public domains. Our design team will provide
you with samples of implementations for reference purposes. Visual percept of
all the elements constituting a brand’s identity is crucial in gauging its appeal on
the target audience. Logo concepts and brand marketing messages or notes
are tested rigorously during the design implementation phase.

How we do it
We bridge brand stories, develop brand strategies, etch dimensions, incise art,
portray identities, and in the process logically accentuate your brand’s presence.
We lend your brand a distinct identity and provide consulting services for uplifting
and protecting your brand’s overall image to achieve or sustain a desired brand
appeal. At Cravants, We RAISE your game!

IDEATE.

IDEATE. We articulate your brand identity through our indigenous task approach
– Ideate, Create, and Accentuate. As a preliminary part of ideation, we con-
duct Brand Audits to understand and discover decisive facets in order to extract
a conducive brand environment for reference. During ideation, we establish
customer experience touch points, identify market environment and competi-
tor landscape. Furthermore, our research and analysis modes like observation,
interviews, surveys, and focus groups guides us to recognize potential brand dif-
ferentiators.

In short, a brand brief is prepared.

CREATE.

CREATE. Once we have determined the brand differentiators, environment, and

customer touch points, we articulate and carve out a distinct ‘brand identity’
that stands for your brand’s core values, attributes, and market propositions. This
will assist in positioning your brand through multiple brand assets.

In short, we create your brand imagery.

ACCENTUATE.

ACCENTUATE. The word stands for ‘prominence and noticeability’. Presence of

your brand collaterals will ensure a prominent show up in the world. Our appli-
cation of your brand imagery on packaging, brochures, advertising, ephemera,
website, social media, mobile apps, signage, media, and more… develops a
coherent connect with audience and immediate brand environment.

In short, we raise your game.

Our Work
We discover, introspect, and evolve with each project we undertake. Assign-
ments encompassing challenging spheres of brand strategy, design and con-
tent synchronization have helped Team Cravers to discover, tame and evolve
critical skills with time. Our humble journey has been peppered with landmark
project deliveries and a happy clientele. And yes, at SHAMOOR our tasks are
sandwiched with hefty loaves of FUN!
We WORK, PLAY and make you GAME!

There customers’ nature varies to cover wide sectors from the Indian market and
the, entertainment activities, educational, and individuals directions. There Cli-
ents:

Our Valuable Clients in Delhi

• JAIN NARROW FABRICS
• RAW CONSTRUCTION
• NAEEM HOLDING
• X-Blues Denims
• Dr.Samir Sabry\ Law Office.
• RAHLEHRI
Brand Photography

For a cohesive brand connect, we boost its perceived quality by means of pro-
fessional photography. Products, E-commerce, Fashion, and Print portfolios usu-
ally require thematic photo shoots. Our experienced professionals from top notch
design institutes of India and abroad, capture the essence of a brand through
their innovative photo shoot campaigns. Shamoor Photography solutions is here
for everything you need!

Website Development

Virtually all business domains have an active online presence. Websites are the
virtual door steps where unknown people come knocking. Hence, it is important
to build or renovate your website address to be perceived by your guests as
‘welcoming’. At shamoor, we design, develop, test, deliver, and maintain your
brand’s online presence (Website). Templates or original web architecture, our
web wizards are raring to go.

Brand Videography

We are a one stop solution for videos to be posted on YouTube channels, Indus-
try forums, websites, e-commerce platforms, or television media. Documentaries,
behind the scene shoots, online video blogs, brand videos (includes TV Commer-
cials, Informative & Engaging Online Videos, and Animation) well known venues
to our team.
 Owner’s Profile

“Surbhi Jain”
Designer,Engineer,Enterpreuner.

The brain behind Shamoor,Surbhi jain is a scion from the

jain family who own the famous and known JAIN NAR-
ROW FABRICS.A kind heart in her nature,she is an engi-
neer from DElHI TECHNICAL UNIVERSITY,INDIA.She is an
obsessive creative bussiness women,a globe trotter,an
unpolegetic gaurmand and a pure perfectionist.
 INF0RMATION FLOW
The information flow in Shamoor has been presented in an infographic format
to give a brief idea of how things work inside the organisation. The work process
has been divided into three segments namely- the proces, the iterations and the
quality check and the flow of information has been presented through a visual
flow chart.

Understanding Brief + Creation of Master Template

Text Elements Non Text Elements

Integration of both elements into Template

Quality Check

1st Submission to Customer

Iteration Round 1- Full project Review

Iterations Round 2

Approval fo Hi- res artwork

Final QC sign-off

Submission of Final Files to client

A brief look into the design process of Shamoor,
where innovation and sophistication go hand in hand
Design methodology in Shamoor varies for various projects. Shamoor
follows a different set of design methodologies for different publication
or branding works. The first step is always to understand the brief or the
content of the project given by the client. In case of technical work,
the product be developed by the technical team which becomes the
basic layout set for the design team to build their concepts. The pro-
cess starts with brainstorming of concepts and ideas for the given brief
followed by scribbles to see the viability of these ideas on paper. Next
all the scribbles are reviewed based on the brief and pre fixed guide-
lines. This session leads to the selection of a concept, which is to be
executed.

After execution of the concept, there is another review where changes

are to be incorporated to enhance the existing design solution. This de-
sign idea (first pass) is presented to the client, who gives his feedback
and changes. The changes are incorporated and sent again for pub-
lishment approval. Once the client gives approval for publishing and
launching the process continues and the final product is handed over
to the client.
PRE PRODUCTION
The Design process of Shamoor is explained in a detailed manner, highlighting
important aspects of each process in three different stages.

- Pre production
- Production
- Post production

These include the stages prior to designing. Gather Information Gathering infor-
mation is the first step of the Corporate/ publication design process. When ap-
proached for a new project, Shamoor sets up a meeting with the client to discuss
the scope of the work.

They gather as much as information as possible in the first client meet. General
questionnaire for the Technical Design Clients Aside from the product your cli-
ent needs (such as a logo or a web site) are: Who is the audience? What is the
message? How many pages is the piece? What are the dimensions? Is there a
specific budget? Is there a deadline for completion?

Can the client provide examples of design they like? Is there an existing corpo-
rate brand that needs to be matched? Making a note of these information helps
the designer to understand the clients need in detail. Create an Outline Using
the information collected in the meeting Shamoor develops an outline of the
content and goal of the project, which is presented to the client for approval
before proceeding.

PRODUCTION

For a Technical work, all the major sections and the content for each are includ-
ed in the outline drafted. The dimensions and technical specifications for layout
or web work as well are presented in the draft. The outline is presented to the
client and the changes are incorporated. Once this is finalized,

Shamoor proceeds to the next step of the graphic design process. At this stage
Shamoor also provides a proposal to the client, which includes the cost and time
frame for the work.
During the process of designing. Harness Your Creativity They believe that Design
should be creative! Before moving on to the design itself ,they take some time
to think about creative solutions for the project. One can use the client’s exam-
ples of favorite work as guidelines for what they like and don’t like, but the goal
should be to come up with something new and different that will separate them
from the rest .

Ways to get the creative juices flowing include:

Brainstorming: Get together with a group and throw out any and all ideas

Read a book: Something as small as a color or shape in a graphic design book

could spark a completely original idea

Draw: Even if you’re not an “artist,” doodle some ideas on a page.

Sketches and Wire frames

The scribble stage Before moving into a software program such as Illustrator or
Photoshop, they create some simple sketches of the layout of a piece. This way,
they can show the client some ideas without spending too much time on design.
They Ensure that the process is heading in the right direction by providing quick
sketches of logo concepts, line drawings of layouts showing where elements will
be placed on the page or even a quick handmade version of a package de-
sign.

Design Multiple Versions

Once the research is done, the content finalized and sketches approved, they
move on to the actual design phases of the graphic design process. While one
may knock out the final design in one shot, it’s usually a good idea to present
your client with at least two versions of a design. Shamoor believes, It’s always a
good option to propose many ideas to the clients which gives them some op-
tions and allows you to combine their favorite elements from each.

VERY IMPORTANT LEARNING

It is essential to keep even the versions or ideas that choose NOT to present and
that you might not even like at the time, as you never know when they’ll come
in handy.
POST PRODUCTION

Revisions
Shamoor encourages “mixing and matching” the designs they provide. They
may like the background color on one design and the font choices on anoth-
er. From their suggestions you can present a second round of design. Don’t be
afraid to give your opinion on what looks best...After all, you’re the designer!

After this second round, it isn’t uncommon to have a couple more rounds of
changes before reaching a final design.

This includes the stage after designing. launching,when editing and design work
are completed after the first and second pass changes have been made, the
pulishing phase begins. The first step is the creation of a pre-press proof, which is
sent for final checking and sign-off by the client.

This proof shows the layout precisely as it will appear once launced and is the
final opportunity for the publisher to find and correct any errors. Some printing
companies use electronic proofs rather than printed proofs.

Once the proofs have been approved by the publisher, printing the physical pro-
duction of the launch work begins. A new technical process by Shamoor
(repro) is on demand. The website is created, edited, and designed as usual,
but it is not launced until the publisher receives an order for the site from a cus-
tomer. This procedure ensures low costs for storage, and reduces the likelihood
of launching more books designs will be sold.
 SWOT ANALYSIS

The SWOT analysis of Shamoor highlights its strengths, weak-

ness, opportunity and threats under different sections, which
have been discussed in detail. The SWOT has been analyzed in
the field of:

- CONTENT CREATION
- MEDIA CONVERSION
- CORPORATE DESIGN

CONTENT CREATION
Revenue streams via content creation are largely dependent on the web Indus-
try. Over the year Shamoor solutions has made significant inroads into the Online
and artistic segment of the web and media industry. Shamoor provides end to
end solutions from layout ideation to launching and publishing under the brand
of their Technical house. This outsourced end to end business opportunity is the
USP of Shamoor. The INDIAN publishing Industry has seen a revival of sorts largely
due to the proliferation of the education system and laws favouring indigenous
publishing house. With Increased World Bank aid pouring in and a general advo-
cacy of reading culture prevalent among the locals, the new web industry is set
to grow fast.

Strengths

Shamoor has a talented workforce equipped to handle end to end solutions

for a publishing house of any repute. Their forays in the Indian market provides
Shamoor workforce with much needed experience and expertise in the content
creation sector.
Weakness

There is in general a dearth for talented graphic designers in the country and
Quadrum is no exception to the situation. Despite the continuous flow of proj-
ects and several more in the pipeline Quadrum finds itself under staffed.

Opportunities

With the African publishing Industry set to grow, Quadrum is perfectly poised to
cash in on any opportunity that comes its way. Shamoor is equipped with ade-
quate knowledge of the needs of their African clients and is set to provide the
“S” touch to reputed and new publishing houses alike.

Threats

Shamoor faces direct threat from the media conversion sector of the publishing
industry. Increased efforts being directed in converting paper content to appli-
cations and e-based books could ring in the death knell for the entire paper de-
pendent industry. Needless to mention Quadrum is facing stiff competition from
graphic studios - domestic and foreign.

MEDIA CONVERSION
The media conversion segment has seen a spurt in activities owing to techno-
logical advancements made in the graphic designing industry. Shamoor offers
a unique digitised solution by way of converting paper content into e-books,
application and web content. Shamoor cliente include Indian startups and new
emerging comapnies.

Strength

Shamoor enjoys an advantage in this segment largely due to the technical com-
petence of its programmers and web designers.

Weakness

Shamoor is relatively new to the media conversion segment and is catching up

with its illustrious fraternity presently. Presence of talented manpower and a te-
nacious management is sure to turn the momentary weakness into a potential
strength soon. Shamoor is under staffed in this business vertical too.
Opportunities

The markets for digitisation of content is all set to take off with spiralling demand
from users, domestics and abroad. The Industry is still in the infant stage and is
expected to scale the growth curve in the coming years. Shamoor with its com-
petent workforce and experience in handling akin projects is all set to rake in the
moolah!

Threats

Needless to mention, The cut throat competition in this segment means only the
best fishes survive in the long run. This fast paced technical segment demands
continuous innovation which requires Shamoor to be at its creative best every
day to establish its brand in this segment of vast opportunity. 23

CORPORATE DESIGN

Corporate Branding is a prerequisite in today’s world where corporations at-

tempt to create corporate brand equity to establish their presence in the mar-
ket. Branding is not limited to a specific mark or logo but extends to several touch
points that include customer service, packaging, stationery, advertisement and
any means of contact with the public that can affect the brand perceptions.
Shamoor enables large corporations to effectively communicate with their stake-
holders. Shamoor offer Brand campaigns and New media promotions to give a
face lift to any existing corporate brand.

Strength

Shamoor’s impressive clientele and experienced workforce provides the required

competitive edge in this competitive sector.

Weakness

Quadrum is relatively short staffed to the quantum of workflow in this segment.

Opportunities

Corporates are spending enormous time and resource to establish their brand
equity. India has witnessed an impressive spending in corporate branding and
Quadrum is best poised to cash in on the infinitely potential market.
Threats

Shamoor faces stiff competition from established players in the Branding Industry.
There is also a consistent pressure to keep the brand alive in the stakeholder’s
eye and Shamoor has to be a brand watchdog always.

OBSERVATION
An Eight week Industrial exposure gave an opportunity to understand various
process and procedures within an organization that leads to a continuous flow
of work and growth of company.

In Shamoor, working under the design department gave me a complete under-

standing of working of an organization of Corporate branding

CORPORATE BRANDING
LEARNING

The most important factor in Branding is to understand the difference between

Logo, Brand and identity. Working on projects in Shamoor gave a complete in-
sight and difference between the three elements.

LOGO

A logo identifies a company or product via the use of a mark, flag, symbol or
signature. A logo does not sell the company directly nor rarely does it describe a
business. Logo’s derive their meaning from the quality of the thing it symbolizes,
not the other way around ’ logos are there to identity, not to explain. In a nut-
shell, what a logo means is more important than what it looks like. A logo should
not literally describe what the business does but rather, identify the business in a
way that is recognizable and memorable.

It is also important to note that only after a logo becomes familiar, does it func-
tion the way it is intended to do much alike how we much must learn people’s
names to identify them. The logo identifies a business or product in its simplest
form
IDENTITY

One major role in the “brand” or “corporate image” of a company is its identi-
ty. In most cases, identity design is based around the visual devices used within
a company, usually assembled within a set of guidelines. These guidelines that
make up an identity usually manage how the identity is applied throughout a va-
riety of mediums, using approved colour palettes, fonts, layouts, measurements
and so forth. These guidelines ensure that the identity of the company is kept
coherent, which in turn, allows the brand as a whole, to be recognizable. The
identity or image of a company is made up of many visual devices:

- A Logo (The symbol of the entire identity & brand) - Stationery (Letterhead +
business card + envelopes, etc.)

- Marketing Collateral (Flyers, brochures, books, web sites, etc.) - Products & Pack-
aging (Products sold and the packaging in which they come in)

- Apparel Design (Tangible clothing items that are worn by employees)

- Signage (Interior & exterior design) - Messages & Actions (Messages conveyed
via indirect or direct modes of communication)

- Other Communication (Audio, smell, touch, etc.)

- Anything visual that represents the business.

All of these things make up an identity and should support the brand as a whole.
The logo however, is the corporate identity and brand all wrapped up into one
identifiable mark. This mark is the avatar and symbol of the business as a whole.
BRAND Brand is an organization, service or product with a personality that is
shaped by the perceptions of the audience. On that note, it should also be
stated that a designer cannot make a brand only the audience can do this. A
designer forms the foundation of the brand. It is believed that brand only consists
of a few elements some colours, some fonts, a logo, a slogan and maybe some
music added in too. In reality, it is much more complicated than that. A brand is
a corporate image.
The fundamental idea and core concept behind having a corporate image is
that everything a company does, everything it owns and everything it produces
should reflect the values and aims of the business as a whole. It is the consistency
of this core idea that makes up the company, driving it, showing what it stands
for, what it believes in and why they exist. It is not purely some colours, some type-
faces, a logo and a slogan.

SUGGESTION
My experience of working under a design team in the organization for the given
period, gave me a opportunity to observe the process of work and learn and
grasp several important lessons as a part of design learning. From these observa-
tions and learning, I have a few suggestions for the working style of the organi-
zation which could benefit or lead to a new method of working.

- Building a bigger team to handle projects of huge volume to ensure consisten-

cy and quality.

- Due to small size of the team, I felt quadum compromises on the quality of work
in certain projects. These could be avoided if the aspect of

-size of the team and the distribution of work is given more attention. I personally
felt that the work process in shamoor is very effective and leads to an undisrupt-
ed working of the organisation
 Projects

PROJECT 1: Design logo for BleedX Photo Studio

EOD REQUIRED: Camera layout,Textual,one colour (black/

white).

EXPLORATIONS
PROJECT 2: Design visiting card for the Pratush’s photography

EOD REQUIRED: vintage yet mordern.

PROJECT 3: Design canopy for shamoor’s events with its symbolic skeleton and
print

EOD REQUIRED: Monochromes of grey,unique base

boning and print.
Print 1
 Print 2

THE PRINT
PROJECT 4: Design 5 wall prints for doodlecity
EOD REQUIRED: one colour theme,with messages,organising.
 Conclusion

The exiting experinece at Shamoor has been a jour-

ney of joy, bliss and passion for work which gave
me an opportunity to get hands on experience on
various industrial live projects. An experience mixed
with lot of observation and learning gave a deep
understanding of the online industry and corpo-
rate branding also the scope & future for graphic
designers. Working with a wonderful team of eight
talented designers headed by Mr. Akash and Ms.
Surbhi (reative directors), helped me to get a better
perspective on handling different projects.
 Bibliography

www.shamoor.com

-About the Company www.wisegeek.com

- Corporate Branding Book Resource - shamoor
- Published profile document
-Shamoor Corporate branding document
-Shamoor Facebook page
A report compiled out of
happiness, passion and lot of
learning and Experience...