ITC office graphics & wayfinding
Design Challenge
ITC is one of India’s foremost private sector companies with a diversified presence in FMCG, hotels, packaging, paperboards & specialty papers and agri-business. The challenge was to create an exciting office space for their new Agri Business Headquarters in Guntur, Andhra Pradesh.
Solution
Spread across 5 floors, this new office was an integrated facility that would have close to 700 employees working here from different divisions. Our objective was to build a compelling story across the office space that would engage and inspire employees. After conducting several interviews with top level management and research into the work that ITC does, a few key themes emerged.
We celebrated the story of ‘Farmer First’ throughout the office along with several other key themes like produce the buy, sustainability, technology first, women empowerment, water conservation and local flavours of Guntur amongst many others.
ITC is one of India’s foremost private sector companies with a diversified presence in FMCG, hotels, packaging, paperboards & specialty papers and agri-business. The challenge was to create an exciting office space for their new Agri Business Headquarters in Guntur, Andhra Pradesh.
Solution
Spread across 5 floors, this new office was an integrated facility that would have close to 700 employees working here from different divisions. Our objective was to build a compelling story across the office space that would engage and inspire employees. After conducting several interviews with top level management and research into the work that ITC does, a few key themes emerged.
We celebrated the story of ‘Farmer First’ throughout the office along with several other key themes like produce the buy, sustainability, technology first, women empowerment, water conservation and local flavours of Guntur amongst many others.
Role ︎︎︎ Lead designer, art director
Type of work ︎︎︎ Environmental graphics, wayfinding
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Pranav Mathur, Ajeesh M, Jayesh Paroli
Published ︎︎︎ 2018
Type of work ︎︎︎ Environmental graphics, wayfinding
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Pranav Mathur, Ajeesh M, Jayesh Paroli
Published ︎︎︎ 2018
Farmer First
Through the interviews and research that the team conducted, several key stories emerged. We discovered that ITC has a rich and deep legacy of enriching farmers’ lives. The farmer is at the heart of all their initiatives and it is this partnership that we wanted to celebrate through the office.
Alongside the Farmer First narrative, we also sprinkled several other key themes like ITC’s technology first approach, their emphasis on sustainability in all it’s operations, education programs for rural children, women empowerment schemes, their e-chaupal initiatives. These are just a few amongst the 50 odd stoires that we put actoss the office.
A mix of eclectic styles
We curated a large set of photographs from ITC’s corporate photography set and treated them with different visual stylizations to use across wall graphics and posters.
The team created papercut illustrations as well as grain art to visually tell some of the stories. This mix of different colourful styles added pops of visual interest to the office.
The office had large expanses of glass for meetings rooms and the team designed icon based patterns based on different crops that ITC grows.
Signage & wayfinding
The wayfinding system had the concept of dual-layers, representing the close relationship between ITC and the farmer. The signage was designed with 2 layers; the front panel carried the wayfinding information whereas the back panel had an illustration element .
