His personal and professional life is driven by three fundamental values- Simplicity, Philanthropy & Integrity.
Every brand has a story to tell. But to tell the true story one needs to have courage. Helping brands to tell their true story.
His work involves around the area of Branding which includes- identity and design, strategy and positioning, brand architecture etc.
He also works as a contemporary art advisor & collector.
Why are you a branding designer?
I remember in standard 1 we had our final drawing exam, where we needed to draw any fruit.
I was carrying Guava for my lunch, so instead of drawing a fruit, I pasted the ‘Guava’ on the drawing paper with
help of plastic tape which was generously provided by my teacher. And to my surprise I topped the class.
My first drawing teacher was relentlessly encouraging. He showed me a book of Leonardo’s drawings.
Leonardo Da Vinci became childhood hero. And I wanted to be an artist.
Only years later I realized that what I loved mostly about art, was problem solving and not beautification.
Although had no idea that there is such a field as design. I fortunately stumbled upon branding at age 16, since then been living my dream.
Did you attend school for fine art or design?
I attended a design school, National Institute of Fashion Technology.
You have a distinct style of Design. How long did it take you to develop your style?
I don’t believe in style. Although my design philosophy is to create simple and memorable work.
A design that is timeless like- Braun/ Apple Products.
Were there any particular role models for you when you grew up?
I had a lot of them. Leonardo Da Vinci, Pablo Picasso, Nelson Mandela, Oscar Wilde.
Who was the most influential personality on your career in branding design?
Wally Olins- for his great strategic thinking, Paul Scher- for her defiance, Stefan Sagmeister- for his design experiments.
When did you start freelancing?
Had worked mostly with design studios, and agencies on a full time position.
Had worked mostly with design studios, and agencies on a full time position.
Freelance is a sacred space, mostly I do self initiated projects or with clients who are determined to change the norms.
Was there any time when you wanted to quit branding design?
Often, when I am in a long meaningless meeting.
Are many advertising agencies hiring branding designers? Do you work more with agencies or direct clients?
Advertising agency have realized the importance of branding. And they are hiring branding designer.
But the fundamental problem is, what Ad Agencies does is tactical, whereas Branding studios generally work
in greater alignment to make the brand strategy visible through design.
I generally work with courageous clients, it doesn’t matter whether they are an agency or individuals.
That’s what keeps me on my toes.
How would you define your process for brand strategy?
The process involves the following steps:
The process involves the following steps:
1.Brand Audit- to understand where the brand stands.
2.Brand Strategy- defining the brand and it’s core values.
3.Brand Building- Creating brand expressions
4.Living the Brand
Can you give us a case study?
I remember working with one of the client. Where he was setting up a Listener’s Institute.
It had a very unique offering, of dealing with importance of Listening as a means of communication.
The target segment was between age group 18-25 yrs.
He wanted something very safe, something that resemble an university logo.
But during my research I found that, this age group wants themselves to be associated with something “Kool”.
And also noticed that music played a great role in their life, not necessarily as being involved in it, but as
part of their lifestyle. This became the starting point for defining the brand.
Do you have clients who give you steady work or do you advertise for new clients often?
Do good work for your existing client. And good project will follow.
I am still working with clients whom I worked with, when I graduated.
Social media platforms like- Linkedin, Behance also contributes significantly in getting new clients.
Any other Indian graphic designers who you admire?
Itu Chaudhari, Rajesh Dahiya, Kurnal Rawat.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Read different subjects ranging from finance, literature, science, design, art, leadership.
Also drawing. As these are two great qualities of a remarkable designer.
Graphic design is a broad spectrum which covers- Publication Design, Branding, Typography, Environmental Graphics, UI/UX and a lot more.
I am guessing you will start by doing a bit of most of it, and after few years you will discover your true calling.
Do you think clients are understanding that they need to invest in Design as a communication tool and also to cut the clutter, and that good design comes at a price?
Making the client partner in the project, rather than a spectator could solve this problem.
As this gives the client the insight in the process of the designer, and this will open them to work with a higher budget.
I had done this successful with my clients, and had worked brilliantly, expect for couple of exceptions.
Also the client have also come to understand, it’s very easy for their competitor to match them on tangible values like- price, quality, delivery etc.
Competing on intangible values like love, passion, purpose is rather far more difficult for competitors.
Apple has made the task simpler, to be used as a case study to make the client understand the value of design.
People are willing to pay far more for a Mac Book Pro, in comparison to it’s contemporary laptops.
Mac or PC?
Mac
Who would you like to take out for dinner?
Steve Jobs, Warren Buffet, Paula Scher, Jackson pollock, Picasso, Dalai Lama. The list is unending.
What’s on your iPod?
Ted Talks, The doors & Design matters.
Whats your Twitter Handle?
I don’t use twitter.
That’s some amazing work… Thank you for sharing Vipul’s work. I thoroughly enjoyed reading!
Thanks Archana
Cheers
Vipul
Nice Vipul. Let’s connect
I know him! He was in my college. I was in management and he was in design and we interacted a few times too.