ITC residential campus murals & wayfinding
Design Challenge
ITC opened a new office in Guntur which integrated two divisons into one. For the employees shifting there, ITC created a brand new residential campus with a swanky clubhouse and multiple other facilities. The challenge for us was to integrate art into the space and design murals and wayfinding across the campus.
Solution
We used the residential campus as a canvas to inform and inspire the residents about the different flavours of Andhra Pradesh. We shortlisted 5 flavours of the state - Heritage, Nature, Cuisine, Sports and Art & Crafts.
The team worked with local artists to create 5 murals across the campus. The signage and wayfinding also carried the 5 flavours throughout.
ITC opened a new office in Guntur which integrated two divisons into one. For the employees shifting there, ITC created a brand new residential campus with a swanky clubhouse and multiple other facilities. The challenge for us was to integrate art into the space and design murals and wayfinding across the campus.
Solution
We used the residential campus as a canvas to inform and inspire the residents about the different flavours of Andhra Pradesh. We shortlisted 5 flavours of the state - Heritage, Nature, Cuisine, Sports and Art & Crafts.
The team worked with local artists to create 5 murals across the campus. The signage and wayfinding also carried the 5 flavours throughout.
Role ︎︎︎ Creative director, lead designer, art director
Type of work ︎︎︎ Signage & wayfinding, mural illustrations
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Ajeesh M, Jayesh Paroli
Published ︎︎︎ 2018
Type of work ︎︎︎ Signage & wayfinding, mural illustrations
Studio ︎︎︎ Rezonant Design
Team ︎︎︎ MP Hariharan, Ajeesh M, Jayesh Paroli
Published ︎︎︎ 2018
Flavours of Andhra Pradesh
Andhra Pradesh is a powerhouse of local arts and crafts. The beauty of this gorgeous Southern state is that one can embark on an adventure of crafts, arts, performing arts, natural sports, architecture apart from lip-smacking cuisine. The team created detailed illustrations to celebrate this for each of the 5 flavours of Andhra Pradesh - Heritage, nature, sports, cuisine and art & craft. We took inspiration from the detailed style of Kalamkari - a type of hand-painted or block-printed cotton textile produced in the state.
The illustrations were intricate and showcased multiple aspects under each of the 5 flavours. For eg. as pictured in the above illustration, we celebrated Kalamkari, Veeranatyam, Kuchi Pudi, Bidriware, Banjara embroidery, Dokra metal crafts & wood laquering for the Arts & Crafts flavour of the state.
Illustrations for Cuisine, Nature and Sports of Andhra Pradesh
Translating the illustrations into murals
The team collaborated with local artisans in the Guntur region to translate the illustrations into physical murals. We worked with Shri Devi Prasad - who is an acclaimed local artist - and his crew who helped bring the 5 illustrations to life via large scale concrete murals.
Creating a wayfinding experience with art
The next challenge was to translate the intricate illustrations into the signage and wayfinding system. The team worked with vendors to identify materials which would bring out the intricacy of the illustrations into a physical medium. Rubberwood was chosen as a suitable medium and the illustrations were laser carved into the wood blocks.
For external graphics, the illustrations were screenprinted on aluminium boxing and coated with protective laquer.