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Challenge: The once-Thriving Art Market had lost it’s revenue streams. Visitors weren’t aware of its existence until they entered.
Goal: Transform the art market into a bustling destination to draw in frequent visitors for shopping, tourism, and leisure.
Scope: Brand strategy, Identity Design, Visual language,
Signage design
Client : Start India team for CIDCO Urban Haat
My Role :
Brand Strategist
Duration : 4 weeks
Research
Research
Primary research involved on-site visits, brief one-on-one interviews with park visitors, space analysis, and an interview with the owner. This was complemented by desk (online) research for comprehensive understanding of the space, visitor requirement, and business needs.
Insights
But the customers still adored the place...how?
Despite having to shut down multiple shops due to low revenue, visitors still adore the place. It is because nature functions as art, offering beauty all year around. Also, where can one find a peaceful and refreshing atmosphere in the heart of Mumbai?
Synthesis
Making sense of gathered data from on-site interviews and desk research
Ideation
How might we create a magical bookstore experience that allows book lovers to discover their personalized book match?
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Selected Concept
Testing
Hypothesis and accuracy
Offer shelter to more sustainable Indian art, crafts and cultural businesses while promoting a sense of community for nature lovers.
Unique Selling Proposition (USP): A public park dedicated to art and culture that champions sustainability through Indian arts, artisans, crafts, and cultural programs, including festivals and markets. The park's theme revolves around nature-friendly practices, promoting traditional environmentally-conscious food practices, sustainable furniture for gathering areas, and nature trails for leisurely walks.
Finding
Brand Creation
vibe, reader type, social, planning
Pop-up Experience
Art to support nature
Offer shelter to more sustainable Indian art, crafts and cultural businesses while promoting a sense of community for nature lovers.
Unique Selling Proposition (USP): A public park dedicated to art and culture that champions sustainability through Indian arts, artisans, crafts, and cultural programs, including festivals and markets. The park's theme revolves around nature-friendly practices, promoting traditional environmentally-conscious food practices, sustainable furniture for gathering areas, and nature trails for leisurely walks.
Feedback
liked, disliked
Reflection
Despite having to shut down multiple shops due to low revenue, visitors still adore the place. It is because nature functions as art, offering beauty all year around. Also, where can one find a peaceful and refreshing atmosphere in the heart of Mumbai?
"We would like to offer you a job."
BTS
Despite having to shut down multiple shops due to low revenue, visitors still adore the place. It is because nature functions as art, offering beauty all year around. Also, where can one find a peaceful and refreshing atmosphere in the heart of Mumbai?
Team in action/ my role
Grow Your Vision
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