and...

i have had a lot on my mind, and putting it so simply is not doing any justice to what i have been upto for the last some days.

I have been running between my instincts and the new found designer's conscience which tries to remember the brief and tells me what to do!

been through a lot of half baked efforts trying to develop the visual language.

for me it wasnt just the design elements, colour and fonts i would use consistently over all communication, but i wanted it to be a voice of the brand. and honestly to figure that out so consciously i kept beating round the bush.

Its nature, its natural, its raw, its non corporate-looking, yet business like cuz its not an ngo…

i just have to admit, thinking i could start with the visiting card n letterhead n then buliding up to the brochures was a big mistake! for, in the former i had only to put design elements, while it was in the latter that the continuity of the language was challenged. while somethings looked nice on a letterhead, keep the same idea in context, page after page on a brochure, led to some disappointing results and returning to the much dreaded square one!

anyway coining concepts for larger communication material like a service brochure is helping me think of all the possible applications before jumping n screaming "Eureka"