Branding

Course Background

Branding
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Branding Understanding a brand

Decathlon

Going through an intense case study of Decathlon brand

architecture following were the three major leanings

- The overwhelming amount of detail design can reach

to create the visible cohesive structure.

- How the challenge of keeping the design similar in

all the possible use cases was tackled being decathlon
having 30+ brands under its banner.

- How the voice and tone is kept consistent throughout

the brands.

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Branding Understanding a brand

It takes a village to
build a brand
- The Brand Gap

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Branding 6 Week

Brand Design for

Service/Product/Event

Background
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Branding Background

INVINCIBLE

Invincible is a Non Profit Organization, being

run by young students for social reformation
and building the nation with moral values
and ethics.

Background

Based in Gujarat, Invincible is India's largest trekking

organization. Focused on the youth organizing treks at a
non-profit cost making it affordable and accessible to many.
Entirely run by volunteers is what makes this organization
different from others, they are group of passionate people
focused towards broadening the perspective of young
generations towards nature, adventure and heritage of the
country.

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Branding Background

Meet the Founder

Rushiraj Mori is the Founder and Managing

Trustee of Invincible and Chief Instructor at
Youth Brigade.

“When you align

your dreams with
ethics and hard
work, life becomes a
Rushiraj Mori
Founder
celebration”
With his keen dedication of selfless service, he has been
successful in carrying more than 100000 participants to
summits by conducting more than 2000 camps from all
over the country. Under his management, Invincible NGO
has achieved the top rank as a trekking organization and is
all set to grow more.

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Branding Background

Trekking being currently the biggest the

Project Sparsh core of the organization is more of a youth
Untouched Gujrat organization for which it runs various
other projects under the bigger banner of
invincible.

Free camping
Other Projects
Project Shilpa

Advanture After a conversation with the founder my perspective of the

organization grew looking at the change it is trying to bring
Youth Brigade with the projects in place.

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Branding Background

Competive Analysis
Indiahikes being one major competitor
which focuses on building up the safety
standards for hiking and help people
experience how transformative hiking is.
It also believes in equipping the trekkers
with confidence of tracking alone.
It works intensively in the direction of
content creation related to the same

More than a competitor the client was keen to learn and get
inspire from there way of content creation

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Branding Background

Reference Points

Some brands going in line

with the clients preference
of aesthetic style

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Branding

Brand Personality
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Branding Personality

INVINCIBLE

CONFIDENT
BOLD
COLLABRATIVE
adjective: invincible
too powerful to be defeated or overcome.

Though the name doesn't give out a visible image

and isn't that memorable, the organization being 8
years old there wasn't space to change it now

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Branding Personality

TONE DIMENSION

3 2 1 0 1 2 3

Funny Serious

Formal Casual
Brand's tone of voice was determined
bold, confident and collaborative. It is Respectful Irreverent
neither to formal nor too serious, it is
like your big brother holding your hand
through the adventures Enthusiastic Factual

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Branding Personality

Visual Language
at Present

Orange being the primary color,

the following is the current logo
of the organization. The flame
being iconic to them.

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Branding Personality

Lively and energetic, the current

visual language serves the
purpose of communication just
missing out a cohesive brand
language

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Branding Personality

How can we help ?

Problems

The current visual language of the organization, though is

functional doesn't really convey the vision and voice of the
brand clearly.

The website itself dose not convey anything about the

projects run by the organization.

There is also not much focus towards attracting more

volunteers.

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Branding Personality

What are the key challenges and who are we Brief

trying to engage with ?
Communicating the brand ideology to different socio
cultural backgrounds, basically a issue in expanding. The
audience it is trying to target are the youth indulged and
distracted by technology

Creating a cohesive
EXPANDING visual identity for all
the invincible related
activities.

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Branding Personality

We make you feel

We are famous for

being,
We make you feel,
We always Deliever

We are famous for being

We believe passionately in the power of adventure

experiences to change attitudes and lives of youth
ultimately changing the future of India

We always Deliever

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Branding Personality

Why do we matter ?

raison
d'être It matters because such adventure activities becomes a
crucial part in development of a person making him/her
more responsible towards his/her surrounding, hence
should be accessible to everyone.

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Branding

Design
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Branding Design

Moodboard

Derived from keywords

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Branding Design

Sketching out the forms of the

mountains

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Branding Design

Type face and form

exploration

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Branding Design

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Branding Design

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Branding Design

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Branding Design

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Branding Design

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Branding Design

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Branding Design

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Branding Design

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Branding

Defining typeface
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Branding Design

INVINCIBLE
Allerta Stencil - REGULAR
invincible
Prosta One - REGULAR

INVINCIBLE
Alata - REGULAR
invincible
Racing Sans One - REGULAR

INVINCIBLE
Alexandria - LIGHT
invincible
Righteous - REGULAR

INVINCIBLE
Racing Sans One - REGULAR
Should be bold, energetic and
show confidence

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Branding Design

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