Asian Paints x St.Art India - Project "Sparsh"

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Asian Paints x St.Art India : Project Sparsh

Title Graphics | Art Direction

The Film

An initiative by St+Art India Foundation supported by Asian Paints, Project Sparsh is India's first tactile Art Museum at Rajasthan Netraheen Kalyan Sangh School, Jaipur. With tactile murals created using textured paints, "Sparsh" brings access to art for visually impaired students, blending culture and creativity.

Our job, at 650 ML Studios, was to create a design language for the graphics and online edit of the film, so as to compliment the

narrative of the film, that documents the making of this wonderful project, "Sparsh" (meaning touch).

Title Design

For the design of the title (and its collaterals such as the name astons, location astons, etc.) we decided to use the braille script, that becomes readable to the audience, when it coverts to English, in the same way that the words become "readable" to the blind, when their hands go over the braille script.

For the title animation, we tried to give a sense of "touch" to the animation too, as the color flows into in the dots that represent the alphabets forming "Sparsh" (touch) in way that one feels, upon touching them.

Aston Design

We decided to trickle down the same concept of Braille usage, across all graphics throughout the video. Hence, the Location astons as well as the name astons were designed to come on screen, in the Braille script, and then convert to English for the audiences to be able to read.

Apart from the title design and name+ location astons for the film, another key sequence we worked on was the last shot of the film, where the braille script on the wall gets highlighted and converts into English, word by word, as the camera tracks out, to reveal the full mural, with a Helen Keller quote that encompasses the thought of the mural and by extension, the film.

While the animation above is what became a part of the final film, we had tried an alternate version (below), that had a alternate animated transition from Braille to English, and was also an attempt to make the text bigger and more legible for phone viewers.