Second meeting with Tarun

The structure of Arzoo become more clear now. But there were some missing points still. The Second meeting with Tarun showed me a proper way to go ahead. After the research so far, it is time to analyze the data I collected. Some points came up in the discussion that would help me to go ahead.
1. What should be the tone of language you should speak to your customers? To supporters? As well as the volunteers?
2. How colours, images and typography will help to speak that language?
3. How much consistent you can be for portraying Arzoo? And what are the ways?
4. What are the keywords you should speak when converting Arzoo’s vision in to visual?

Identity?

As my brief was creating an identity I had to look in to visual identity, logo, and brand identity and a bit about branding also. These are some reference that I think helped me to decide how should I go head with the project.
“Visual identity is a part of the deeper identity of the group, the outward sign of inward commitment, serving to remind it of its real purpose.”- Wally Olins.
A logo is a visual representation of your agency comprised of your name and any graphical element that appears with the name
“A brand is a result, not tactic” –Lucas Conley, Fast Company
Brand is what you stand for. Brand is the experience.
A strong brand,
1. Creates an affinity for your agency among your target audience
2. Ensures loyalty
3. Minimizes competitive threats
4. Creates confidence, risk- reduction, simplicity in decision- making and time savings
5. Enhances the self-image of those who associate with it.
6. Brand is what you stand for. And it is the experience you create in customer.

An identity is made up of three fundamental elements,
1. Visual system- the mark, logotype, typographic system. Color palette and imagery.
2. Personality- Values, Attributes and Associations
3. Functionality and behavior- The integration in to business and brand strategy, as well as any interaction.
A brand identity is expressed in a thumbprint of a symbol or icon, representing all that the organization, product or service is. As such, the identity is rarely experienced out the context from the brands expressed values, attributes or associations. As it relies on the experience of the brand as a whole to build brand equity.

So when I look in to Arzoo’s identity, I was almost sure I don’t need to create a new visual identity for Arzoo. As it is already rooted in Arzoo’s system. So what is next?

The heart and the soul

This is too late to write something about Sulekha, the founder and coordinator of Arzoo, her life is dedicated toArzoo. Inspiring, hard working and down to earth i could say. I was quite surprised to see her enthusiasm and energy to work towards what she wants, something that so many young people missing today.
She and some of her friends together found Arzoo after Gujarat riots 2002. Since then she has been working with the children to educate them, play with them, to build a communal harmony among them, and helping them overcome the fear they have gone through. Now with her continuous efforts she got Arzoo registered as an NGO. Still she is constantly working with the local women as well as the underprivileged children.

Building a structure

So..after all these visits i struggled to understand the overall view of Arzoo, how it works, From where to where the products goes to? who are the people involved. I tried putting all the points together. Tried to understand the system. Here the photograph of the rough structure to make myself understand the points.

Meeting with Prof. Anil Gupta

Had a nice experience with Prof.Anil Gupta, who is the Co-ordinator, SRISTI and Honey Bee Network, and , Executive Vice Chair, National Innovation Foundation. He is also a faculty in the Indian Institute of Management Ahmedabad., who had been a helping hand of Arzoo since 5years. A busy man with lots of works, jovial and inspiring. I could see the openness and the simplicity when I met him.

Over a nice chai, in 20 minutes he told me his intentions to help Arzoo and what was the sparking creativity and thoughts he found very hopeful in Arzoo. After that brief discussion, I could realize something which can be useful for my project.
1.what are the good memories the children, and staff have about Arzoo, which keep them going ahead, can be an approach towards building Arzoo’s identity.
2.Arzoo products which I thought would not be for lower class in the society, actually can be for them also.
3.The possibility of Newspaper, instead of handmade paper and its graphical layout in the design intervention and by that how they can reduce the cost as well as increase their Market.

Arzoo behans

These are the beautiful hands which makes the products of Arzoo. Trough their hands Arzoo gets a main part of the income to educate it's children. So i can't go on with the project without them. I had a nice interaction with each of them at their homes. Wonderful women, who has lots of aspirations in their life and they want to earn their own money. They are hoping for a bright future through Arzoo.

The products, Arzoo’s one of the main income source, comes from the hands of Arzoo’s behans, 10 of them. I had to talk to them and understand what their vision about Arzoo is. Most of them supporting their livelihood by making Arzoo products. If there is not enough work they struggle for their ends meet. Their hopes about Arzoo are,
1. They think Arzoo is giving their children not only education, but making them good human being.
2. Apart from education Aroo provides chances to see new things and new places.
3. These women hope that Arzoo get a good future, in which they will get a lot of orders, so that they can make a lot of products and earn some money for their family and become independent.

Bal bhavan

In between my visits to these places, i can't avoid The Bal bhavan which is running under Ahmedabad Muncipal co-orporation. The childrens from the local area comes and make products once in a while. But i couldn't see much of an energy or let me say, no children at all. I could only find some greeting cards which are made by children. The hand painted board was interesting with the faces of two children.