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| Case Studies |
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| Dream Phoenix |
OVERVIEW
India is now a sector,
which is attracting considerable amounts of F.D.I. There
are a number of industries that are looking to make
a foray into this region. Dream phoenix was a French
based entertainment industry. They were looking to make,
a mark in the South Indian film market. Their decision
was further strengthened by the fact that their work
force comprised of a number of South Indians. Our work
here, was to model an identity for them, which would
make their transition easier. We also had to enable
their independent performers to act as stand alone artists,
provide them with a way to display their skills. The
challenge here was to craft an identity, or an image
that would not hinder their acceptance in any way into
the South Indian film market. This was quite a task
as their brand identity, their campaign, all of it had
to not only reflect their international roots but also
gain acceptance in the local market.
FACT ANALYSIS
The brand symbol had
to be a derivative of their name in order to register
easily. The ad campaign again had to work with a conservative
consumer audience. To add more credibility to the entire
organization, which was in the nascent stage, we also
had to emphasize on the skills of its members. The brand
symbol of any production house has to be one, which
make it’s mark on the audience. It needed powerful
visuals, as it would only have the better part of ten
or fifteen seconds to form an image. It had to project
all that the house stood for in that time.
SOLUTION IMPLEMENTATION
The brand symbol was
done in shades of green and blue. The image of the phoenix
was shown rising. Instead of going with the tried and
tested imagery of fire we went in another direction.
"The colors green and blue signify rebirth and
rejuvenation" Manoj, Creative Director. This was
an entirely new way of looking at the concept of eternity
within the phoenix. It was a powerful visual. The script
had a very surreal feel to it with segments fading.
The entire image screamed creativity. The showcasing
of the individual member's talents was brought about
by creating individual portfolios for the entire team
.They now had an individual identity which was part
of a larger picture as well. The end perception was
that of an iconic symbol that would have global recognition. |
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