A Fresh Perspective

who we are

We are a brand consulting and design company with established credentials in strategy, design and communications. Founded in the year 2007

we are a team of experienced and diverse professionals coming from consulting, advertising and design backgrounds. We are strategy led and our thinking and actions are driven to drive growth for your business. Brand led growth.

about us

what we do

Brand Strategy

PositioningRe-brandingBrand architectureBrand idea development

Brand Design

Identity developmentBrand guides & systemsInteractive designPrint & environmental graphicsPackaging

Brand Communication

Marketing communicationInternal brandingStakeholder communicationIntegrated campaign

Brand Research

Brand perception studyFocus groups discussionsCategory and market analysisConsumer trends

expertise covering four disciplines

1 2 3 4

our clients

We have partnered with clients across sectors & categories which include multinationals, large and medium sized companies and smaller enterprises. The common aspect is the aspiration to build brands and connect with people.

diverse client profile

spanning multiple sectors

RetailTrent

ConstructionSaint-Gobain Gyproc

Eshan MineralsEnsemble, ESD

EngineeringGrindwell Norton

Goma EngineeringAtlas Copco

FinancialPrabhudas Lilladher

Bharti AxaTaxsmile,BP WealthMya Health

BankingICICI Bank

Media9X, Zee

FilmstreetLemon 91.9FM

DiversifiedRander Group

Indu GroupBBM Group

Real EstateOberoi Realty

LifescapesMyscape

legend EstatesBloomfield

Runwal GroupShopping MallsTreasure MallsProperty Zone

ChemicalsAtul Industries

SportsSalgaocar FC

Agri-logisticsShree Shubham

ITESWNS

SoftwareVerchaska

Patni

FMCGS M Fruit

TravelSkytes

Express Vacations

InfrastructureRenaissances Industrial park

Patel EngineeringIndu Projects

ConsultingABC Consultants

EducationAngle Engineering

Delhi

Jaipur Guwahati

Chandigarh

Mumbai

Goa

Pune

Gwalior

Coimbatore

Bengaluru

Guntur

Hyderabad

Nagpur

Indore

spread across the country

our workthree case studies

simplify travel

Overview:

Verchaska is a technology provider for the travel industry. Over a decade the company has been creating and delivering critical software solutions and services that range from web-based integrated business platforms to complex e–commerce solutions for travel companies.

The company has taken initiatives to double the team size and has ambitious plans in expanding the services to clients across the globe.

Challenges:

Travel is a very complex business with multiple products, services, tour operators, airlines, hotels and every other constituent playing a vital role. Verchaska’s products driven by technology cater to three segments within the value chain namely the travel agency, the corporate traveler and the individual pleasure traveler. The critical aspects was to understand from a branding perspective is to identify a common thread that connects with users across all the segments.

simplify travel

Solution:

Brand Harvest approached the challenge by initially conducting interviews with the key people within the organization to understand the core problems they are solving for the various segments. Secondly we looked at the complexity of the problems from a users perspective and what value did they derive out of the solutions verchaska provided and how it has benefited. Through our research we identified that the travel business is extremely complex with hundreds of airlines and thousands of hotels, multiple users needs etc. As a technology provider Verchaska essentially is providing solutions to ease the various processes, increase efficiency by automating and increasing ROI for their clients.

And simplifying the business process of travel across the value chain is verchaska’s forte. Our idea for the brand emerged from this truth and hence recommended a name change and positioning reflecting Simplify travel. We developed a unique verbal and visual language around the brand and created a whole new brand identity.

Across the globe the clients they have begun dealing with have welcomed the brand change in a remarkable manner. VE is perceived as an international brand and their website has 10 fold traffic coming from all over the world. VE received highest footfalls in WTF London (The largest World Travel Fair) among the technology stallls.

simplify travel

Result:

old new

3

Identity change simplify travel

brand architecture

verbal language

simplify travel

visual language simplify travel

website/digital stationarysimplify travel

applications and environmental graphicssimplify travel

merchandise

Overview:

Saint-Gobain Gyproc India Ltd. is part of the Saint-Gobain Group and a market leader in the gypsum based construction space in India for well over two decades. Saint-Gobain Gyproc India Ltd. has been a pioneer in introducing light weight interior construction practices in the Indian construction industry and is foremost in the minds of customers when they think of ceiling, drywall partition and gypsum plaster.

Gyproc India has many products, systems and applications that are suitable for the construction industry. However the associations for the company among all stakeholders was largely around plaster boards.

Opportunity:

The company had aggressive plans to move up the value chain in the construction industry from being seen as mere manufacturers of gypsum boards to providing a complete range of products and systems required for ceilings, drywalls and wall linings, besides value added services like Architectural design support, Systems Engineering, Quantity Surveying, Training and onsite technical support and performance warranties.

In order to achieve this, branding had a crucial role to play.

Solution:

Construction is a rapidly changing industry and the nature of the business ensures that companies that are future prepared are more likely to gain ground and establish brand preference. The need for moving up in the value chain was very critical in order to be seen as a company that offers solutions that are both technologically superior and products that are performance driven. The creative expression of this articulation was defined as “Gyproc – Built for tomorrow.” Because construction of the future should be sustainable, faster, lighter and innovative. The first step in the process invloved developing a simpler and more focused brand architecture.

Result:

Gyproc has clearly redifined the construction space with an increasing number of projects only using drw construction. Leading architects across tier I & II highly recommend the brand and thus enabling the brand to grow at over 20% year on year. With the category being accepcetd Gyproc is embarking on plans to enter the consumer segement in the coming fiscal.

VERTICLES

DRYWALLS LININGCEILINGS

MULTIPLE SUB BRANDS

GYPLINERDRYLINERCASOLINEGYPWALLS

GYPROCGYPBOARD

GYPSTEELGYPFRAME

UNIVERSAL

GYPREXCASAPRAND

GYPTONE, CELOTEX

CASAPRONOCETAINTEED

ACCESSORIESJOINTING

CEILING TILESMETALSPLASTERS

MULTIPLE SUB BRANDS

OLD ARCHITECTURE

LEVEL 1CORPORATE

BRAND

LEVEL 3PRODUCTS GYPROC

CATEGORYFUNCTIONALITY

VARIANT

LEVEL 5NEW

INITIATIVESNO CORE

PRODUCTS

GYPROCBRAND XVARIANTS

LEVEL 4THIRD PARTY

AQUIRED BRANDS

GYPROC

BRAND X

FUNCTIONALITY

VARIANTS

LEVEL 2SYSTEMS GYPROC

CATEGORYFUNCTIONALITY

VARIANT

NEW ARCHITECTURE

Duraline

Gyproc | Duraline

Product Headline

Fireline

Gyproc | Fireline

Product Headline

Moisture Resistant

Gyproc | Moisture Resistant

Product Headline

Ceiling Panel

Gyproc | Ceiling Panel

Product Headline

marketing collaterals

website

key brand messages

brand campaign

ceilings campaign

Ahead&Together

growth finds a way

Overview:

From its humble beginnings as a standalone brokerage firm in 1944 to offering the entire range of financial products and services through a nationwide presence, the Group has come a long way. Built on the core values of Integrity, Enterprise, Responsiveness, Expertise and Ambition, today PL is amongst India's leading Institutional broking services providers.

Brand Harvest is partnering PL in sharpening the positioning, aligning people and shaping the brand for the future.

Solution:Our approach was more internally focused rather than external. The fact that PL is an organization with over 60 years meant that that the culture is deep rooted and difficult to change. Through a series of in-depth interviews with the top management and several brainstorming sessions for which we shared rich stimulus we identified what values govern the organization. This besides we looked at some of their key achievements over the years that has built their reputation and credibility. Given this understanding we recommended that the brand be drive with a purpose idea rather than positioning idea. Purpose ideas are more deep rooted and stem from the verybelief system of the company. ‘Powering your financial growth’ through ‘wealth of wisdom’ is what we eventually articulated. Further to that we revamped their website, developed a brand campaign and roll out the communication.

Result:

Pl has increased its presence in the retail market over the last two year. The number of franchisee operators have grown from just around 50 to 350. Given the market condistions over the past two years, this is a good sign.

brand campaign

brand campaign

our process

discovery

process

articulation

expression

implementation

2

3

4

1

our process - four stages

businessobjectives

valueproposition

brandvalues

branddifferentiator

brandbenefits

internal perceptions& associations

categoryanalysis market mapping &

consumer insights

societal trends& observations

brand perceptions & associations

competitivelandscapeopportunities

& threatsresearch/data inputs

discovery

process

branddiscriminator

1

process/stage i/discovery/external and internal factors considered

current differentiation

internal external

research analysis & recommendations

positioning

architecture

brand idea personality

creative directions

defining objectives fine tune TG,

segments, insights

value proposition

strategy document

brand values

articulating the competitive advantage

articulation

discovery

2

process/stage ii/articulation

expression

articulation

3

process/stage iii/expression

identity design

brand look& feel

brand colours& typography

application design& expressions

advertising templates

print & collateraldesign

interactive design

signage & environmental graphics

packaging graphics

brandguidelines

print-readyartworks

final websiteHTML files

logoguidelines

final proofing

print/installation supervision

audio-visual

broadcast-ready digital files

Image processing

implementation

expression

4

process/stage iv/implementation