Brief Explanation

It had to be low cost.

The Brief

ID/access cards are a regular at most offices. And though practical, they tend to be uninspiring and mundane. The brief was to create ID/access cards that would get people talking and position us as a young vibrant agency with a new language that was contemporary and interactive.

How the final design was conceived

Simple observation gave birth to the idea. We noticed the people who would ultimately use these cards - the Copywriter typing away on Word, the Art Director squinting as he moves the logo an mm to the right on Illustrator, the Account Manager firing off mails from Outlook and the Planner making a 124 slide presentation on PowerPoint. We realized that every job was characterized by some particular software. We built on this insight and used the software’s file extension to symbolize the various departments. Lively colours were used to brighten the cards.

Indication of how successful the outcome was in the market

These cards were originally conceptualized and created for our Mumbai office. But they were so well received that they now are being used at all BBDO offices across the country. A visiting client asked why .tmp (stands for temporary file, and is given to visitors) was written on his access card. We explained the idea. A week later we got a call from him, asking us to ideate and design access cards for his organization, ‘Something unusual, like the ones at your office,' he said.