| Title | BATES 141 |
| Brand | BATES 141 |
| Product / Service | ADVERTISING & DIRECT ACTIVATION |
| Category | A05. Stationery |
| Entrant | UMBRELLA Mumbai, INDIA |
| Entrant Company: | UMBRELLA Mumbai, INDIA |
| Design/Advertising Agency: | UMBRELLA Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Bhupal Ramnathkar | Umbrella | Md/Chief Creative Officer |
| Deven Sansare | Umbrella | Executive Creative Director |
| Rachana Muslonkar | Umbrella | Designer |
| Jeffrey Yu | Bates 141 | Chairman |
| Desiree Lim | Bates 141 | Corporate Communications Manager |
| Ranjan Kapur | Wpp India | Country Head |
The challenge and the key objective was the same: To find a visual/graphic representation of an abstract concept, that is, ‘change’.
To design a new logo and identity for Bates 141 that represented its positioning, ‘The Change Agency’.
The final design was a result of the interpretation of change: Change happens only when you look at the same thing differently. That is, when you do the same thing in the same old way, you are going to get the same result. To bring about change, you have to do or look at the same thing in a way you’ve never done or looked at before.