Brief Explanation

Clients, partners & associates often see our work within a framework and do not always get an opportunity to know who we are as people. The team wanted to use this as an opportunity for self expression to showcase the culture, attitude & skills. It was also a time to revisit the past & connect it to current times through thoughts, case studies and events. Key objective was to connect to everyone who has been a well wisher of "design" & a supporter of this company. Challenge was to fit the diversity of expression & messaging in one cohesive format.

The Brief

To celebrate 21 years of independent design practice, a big idea was in order. For a team of 60+ minds that work on briefs ranging from fuzzy to crystal, it was about time to do a project that involved everyone & had as little constraints as possible. The team had to generate an idea that would last longer than a party, be more comprehensive than a mailer and be great fun to collect & share. The brief was to create an idea unique to this team for this point in time defining the current spirit.

How the final design was conceived

Team went through several rounds of brainstorming sessions & agreed on a book called "21". It has 21 spreads that carry 21 altogether different subjects. Each spread is designed by a different designer. Each spread has a word/ picture compilation of 21 things that tell all about that specific subject. The only common thread being the size of the book that was decided by getting an economical use of paper. Final design carries completely diverse, but uniquely Elephantusk expressions. The book was conceived, designed & printed in less than 21 days to keep the spontaneity of expression intact.

Indication of how successful the outcome was in the market

A thousand books have been printed & are in the process of getting distributed to clients, partners, associates, friends. Good wishes are pouring in every day. Every reaction expresses excitement, delight & surprise. Every single recipient has written back saying it will go to his/ her personal collection and also how proud they feel to have been associated with such a remarkable team. It has been a very positive outcome as the team is also seeing more possibilities of publication design with much more enthusiasm & confidence than ever.