CIIE.CO (Now IIM Ventures)
Duration
1 year
Project Type
Branding, Print & Digital Design, Marketing Collateral
Contribution
Graphic Design Intern
Tools Used
Adobe Illustrator, Adobe Photoshop, PowerPoint, Microsoft Word, Excel
Overview
As a Graphic Design Intern at CIIE.CO (Centre for Innovation Incubation and Entrepreneurship), I worked under the Marketing Department, supporting various innovation-driven programs aimed at startups and entrepreneurs in India. During my one-year internship, I designed marketing materials, presentations, and branding assets for programs ranging from financial inclusion to IoT innovation. The experience taught me the importance of maintaining brand consistency, creating compelling visual narratives, and the role of design in supporting startups through communication. Working under the prestigious Indian Institute of Management Ahmedabad (IIM-A) umbrella, I collaborated on numerous projects to promote financial health, technology innovation, and startup ecosystems.
Challenges
When I first joined, I had just completed my master’s in computer applications, with little formal experience in design. The challenge was learning design principles, especially the importance of maintaining consistent branding and effective marketing communication within a fast-paced entrepreneurial environment.
The programs I worked on were diverse, from Fintech startups to IoT accelerators, requiring tailored visual communication for each program. This required developing flexible design skills to meet the unique requirements of each initiative while adhering to CIIE.CO’s brand guidelines.
Creating cohesive branding for various programs while ensuring consistency in communication across different media (print, digital, and event-based) was a crucial challenge.
Solution
I collaborated with the marketing team to develop cohesive branding for various programs such as the Financial Inclusion Lab and IoT Innovation Accelerator. I created branding assets that communicated the program goals effectively while maintaining a consistent visual language. This involved designing presentations, posters, emailers, booklets, and event-based materials.
For each program, I designed specific collateral, such as the Portfolio Showcase Book for the Financial Inclusion Lab, ID cards, and promotional items like bottles. These materials helped in promoting program awareness, particularly during events. For the IoT Innovation Accelerator, I created a small booklet highlighting the startups involved in the program and their innovative solutions.
I developed branded presentation templates for CIIE.CO, ensuring that each program had a professional and visually appealing theme. This ensured that communications were aligned with the company’s brand guidelines across all programs.
Research
Understanding Program Goals and Target Audiences
Before starting each project, I spent time understanding the target audience of the specific program. For example, the Financial Inclusion Lab aimed to improve the financial health of underserved populations, which required designing visuals that were approachable and inclusive. Similarly, the TIDE 2.0 Challenge Grant program needed a tech-forward design that appealed to startups working with emerging technologies like IoT and AI.
Competitive Analysis
I reviewed how other incubators and accelerators branded their programs to benchmark best practices and ensure CIIE.CO’s visual communication stood out. This helped in refining design choices, especially for Innocity, where the goal was to activate regional startup ecosystems.
Implementation
Iteration Process
Each project underwent several iterations, as we refined the design elements based on feedback from both the marketing team and program managers. This iterative process ensured that the designs not only met the client’s needs but also engaged the target audience effectively.
Design for Different Media
Designing across multiple media (print, digital, social) required adapting each design to ensure consistency and effectiveness. For example, Grand Challenge required a web interface, social media posts, and promotional artwork that seamlessly integrated the same visual language, ensuring brand recall and user engagement.
Event-Specific Design
I created posters, emailers, and other event-specific designs for programs like Innocity and the IoT Innovation Accelerator. These were used to promote events, workshops, and seminars, ensuring maximum participation and visibility for the startups involved.
Testing
Feedback and Iteration from Program Managers
All designs were reviewed by the program managers and marketing team before final production. This collaborative feedback loop helped refine visual elements to better suit the program’s objectives and audience.
Event-Based Testing
Designs for specific events like TIDE 2.0 and IoT Innovation Accelerator were tested during events, allowing me to observe how the audience interacted with printed materials, booklets, and banners. Based on these observations, I refined future designs to be more engaging and informative.
Design
Consistent Branding Across Programs
For each program, I created consistent branding across presentations, marketing materials, and print designs. For example, the Portfolio Brochure I designed was foldable and followed a funnel design, allowing startups to be categorized by sector. This creative approach made it easy for stakeholders to browse the brochure and find relevant information.
Tailored Design for Each Initiative
For Financial Inclusion Lab, the branding was clean, approachable, and inclusive, resonating with underserved communities. For IoT Innovation Accelerator, the design was sleek and modern, appealing to tech-driven startups. These tailored approaches ensured that each program’s visual communication was relevant and effective.
Key Takeaways
Learnings:
- This internship taught me the value of flexibility in design. Each project had unique goals and audiences, requiring me to adapt my design approach. Additionally, I learned how essential brand guidelines are in maintaining visual consistency across different programs and platforms.
Challenges & Solutions:
- Challenge: Diverse program needs with varying target audiences.
- Solution: Conducted thorough research to ensure that each design resonated with its audience, from Fintech to IoT startups.
- Challenge: Ensuring brand consistency across multiple platforms.
- Solution: Developed a cohesive design language that could be applied to presentations, print materials, and event collateral, ensuring consistent messaging.
Live Prototype
Thank you for reading! 👋
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