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Flipkart

Developing a new visual identity for Flipkart’s record-breaking guarantee of durability in furniture.

Background:

The Home & Furniture category is one of the most important categories for Flipkart. On the Flipkart mobile app and desktop, the H&F stores are designed by Changing Tree. As Flipkart is an established brand, the design elements have to be selected keeping all brand guidelines and store restrictions in mind, yet lend themselves to a playful, appealing language.

Challenge:

The new furniture category had a new quality assurance factor called FurniSure which came with its own identity. This element had to be incorporated in the store, but the rhombus figure clashed with the background styles typically used in most H&F stores.

Solution:

Our designers decided to make, not the store offerings, but the FurniSure identity the hero of the store. They toyed with the logo, and created a visual language, borrowing the shape from the logo, but rotating it by 30o to give it a whole new feel. The new store, designed around this visual language, now had backgrounds that complimented the Furnisure identity and stood out to catch the viewer’s eye.

Result:

This new visual language was deeply appreciated by Flipkart’s marketing team. Today, every time a new H&F store is developed that mentions Furnisure, this visual language is utilized in the creatives.

KITES

How by identifying the right online audience, we helped a geriatric care brand grow.

Background:

KITES Senior Care is a focussed single specialty geriatric healthcare service provider established in Bangalore in 2015. The brand was founded to offer holistic healthcare to the elderly, especially those are living alone with their children working abroad.

Objective:

To create brand awareness amongst the users and enable the children to reach out to KITES Senior Care to address their needs of care of their parents.

Challenge:

The concept of geriatric care being in its nascent stage in India and low awareness amongst the elderly was proving to be a challenge initially. Though they could appreciate the benefits of the program, the footfalls that we received from this particular TG were very few. It seemed like offline was the only way to penetrate the market for this, but that was not a viable option for us.

Solution:

We brainstormed and clearly identified the users, payers and influencers who were distinct in this case owing to many reasons. In majority of the case the sign-ups were actually done by the children of the elderly, and not the elderly themselves. With this understanding the TG was redefined to the children, and the entire communication strategy was revamped to tug their heartstrings.

Result:

Once we reached the right target audience, a large number of people in Bangalore and abroad who signed up their parents for various programs and the brand built its reputation around it.