Graphic Design Interviews

Assessment 01 – Designing a Creative

Karghewale as an organisation is essentially an incubator for artisan-promoted micro-enterprises

and seeks to enable aspiring young weaver-entrepreneurs and craft-preneurs to participate in
and engage with (domestic and international) markets directly.

Promoting creative agency of artisans is indispensable for entrepreneurial success to be

sustainable in the long run. As such, the key aspect of the incubation journey that Karghewale
undertakes with its artisan-partners is reassociation of the aspect of the designer to the
identity of the artisan. Karghewale starts with its artisan-partner’s self-designed and self-created
catalog of products, and through an integrated bouquet of services, helps its partner artisan-
designers find the right market for the same at both domestic and international levels.

Karghewale’s Service Line

There are two aspects to Karghewale’s integrated service bouquet intended to help artisan-
designed products reach the right market.

a. A core market linkage service implemented primarily through the Karghewale.com web-
app, which has been designed to function as a unique B2B & B2C managed marketplace
of handwoven products featuring textiles (and, crafts) from 12 states of India.
b. An array of “enabler” shared services (six in number) that are available to artisan-
entrepreneurs on demand and / or on an as-needed basis that help enable the core market
linkage service with greater rigor. The enabler services are as follows.
i. Yarns & Raw Materials: Availability of yarns outside of traditional, locally used
fibres is a cause of concern for most handloom artisan-entrepreneurs. This service
has been designed to ensure that weavers have adequate supply of good quality
yarns at reasonable prices by leveraging Karghewale’s network of suppliers and
fellow artisans.
ii. Technology for Business: Given their preoccupation with the actual manufacturing
process, artisans usually do not find time to invest in leveraging technology for
business. This service from the bouquet has been designed to provide artisans
with access to technology by managing social media accounts, promotions, and
brand building.
iii. Accounts, MIS & Control Systems: Artisan-entrepreneurs need to realise that to
grow one’s business, one must understand every aspect of their business,
including cost structure, profitability, and process flows. This service is designed
to provide complete book-keeping services to artisan entrepreneurs, and on-
boarding them on Karghewale’s custom artisan MIS portal for them to keep track
of their their manufacturing & selling process flows.
iv. Legal Services & Tax Compliance: Lack of awareness of compliances again
becomes a serious bottleneck for artisans once they start growing their business
beyond a point. This service helps artisan-entrepreneurs set up robust businesses
 by providing necessary legal support, assistance in GST and tax filing, export order
fulfilment, etc.
v. Dyeing Services: Due to absence of reliable dyeing facility handloom artisans often
find it difficult to fulfil orders where custom colours are involved. Karghewale aims
to solve this by arranging for yarns to be dyed at a nearest reliable dyeing facility
and be transported to the artisan.
vi. Trend & Design Forecasts: Under this service, Karghewale provides artisan-
entrepreneurs with design consultancy services, on demand. Additionally,
Karghewale organises workshops, exposure visits, weaver-designer interactions,
etc., to help artisans gauge the market and produce designs accordingly, to bridge
the gap between haute couture and artisan producers.
vii. Capacity Building: Under the banner of its “Shruti” artisan-education program
series, Karghewale organises need-based training & capacity-building programs
for artisans on a wide array of subject areas.

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The Assignment:
You are required to design an infographic poster that illustrates Karghewale’s service line, as
explained above, in a succinct an engaging manner. Please try and be creative, and communicate
the using graphics and images as much as possible without relying too much on text.

The infographic will be judged on two aspects, in the following order of priority
a. How visually appealing the poster is.
b. The creativity shown by the designer in explaining Karghewale’s service model as clearly
as possible without overusing text.

Guidelines:
1. Karghewale has two theme colours – a light peach colour (hexcode: #FDB5C0), and a
dark mehroon colour (hexcode: #790416). Please limit yourself to using these two colours
while designing the creative, along with the colour white (hexcode: #FFFFFF).
2. Karghewale’s primary font is “Avant Garde Bk BT" which is used in heading, etc. The
secondary font is “Calibri Light”. Please limit yourself to using these two fonts in designing
the creative.
While Calibri Light is available on all machines, you would be required to install the Avant
Garde Bk BT font separately. The font files are present here.
https://drive.google.com/drive/folders/1m1EPuXmTdn2wWapAEc4UKNe-
40axxSCN?usp=sharing
There would be 3 font files. Please open each, and click on the “Install” button to install
the font file in your system. Please note that you would need to install all the three fonts
before proceeding.
3. Karghewale logos: Karghewale’s logos are present in the folder below.
https://drive.google.com/drive/folders/1gBXoEnEiE_w7p381zQNvHNlkhA1FFsyH?usp=s
haring
You will find two logos in the folder, a full version and a short version. Use the one that fits
best in your poster design. There is no need to use both.
4. The infographic can be of any size. Pick the one that you are most comfortable with.