Ahmedabad - World Heritage City
This project was about trying to brand the city of Ahmedabad. The insights presented here are from different research methods used such as in-person user interviews from people from and not from Ahmedabad, trying to understand what the city is, what does it mean to the people living here. The city also is the first World Heritage City of India.
A comprehensive User Research was done to understand the relation between the city and the people which included a total of 103 people, 65 belonged to the city, 20 from NID who have been staying the city since 1-2 years and 18 were from outside the city.
The research led to insights which were more about the heritage of the city which the people of the city were not aware about or did not knew much about the world heritage city recognition and the value it holds. What was interesting that even people living in the city since last 20-30 years did not knew much about the heritage sites and their importance.
Ideas/Design Directions
Promotional Campaign for Ahmedabad - World Heritage City
Based on the Visual References a Brief about Ahmedabad was created.
Ahmedabad is a cosmopolitan city which offers rich cultural and heritage value; is friendly, welcoming and celebrate togetherness. It is an evolving city where the past and the present go hand in hand.
A set of references were collected which had a similar tone of voice. These references were used to come up with the kind of emotion and the content which can be used for the promotional campaign for Ahmedabad.
A series posters were created for different heritage sites in the city to attract the local people of Ahmedabad to visit them and at the same time get to know more about the cultural heritage of the city which they live in. The tone of voice used was such that the heritage sites themselves are calling the people of the city to come spend time, know more about the culture and heritage.
Three Heritage sites - Jama Masjid, Pols in Ahmedabad & Kavi Dalpatram's Statue - were used to create a design language which in a way reflected that the heritage sites were calling out the local residents of the city to come and visit them since the city being declared as a World Heritage City and learn more about how they contribute to the rich cultural heritage. A series of these posters for other heritage sites was proposed to create for a promotional campaign targeted mainly for the residents of the city.
