pragnya identity: process sketches

below, are my process/sketches while working on an identity for a company that constructed residential apartments.

brief

karan (from asymmetrique) had prepared a brand-strategy document with the client before i was brought in ; after studying the document, i categorised a brand’s keywords (on the left) into form, movement and style (on the right), and then began translating them visually.

sketches

developed concept #1

holistic living: situated in a natural environment ; modular homes ; equipped with various amenities for a balanced life. (this concept lacked a strong logo, and so prabhakar and asymmetrique joined-in to develop it.)

developed concept #2

continuous, interconnected forms ; holistic living ; connecting human-living with a ample greenery, and all other things-nice.

approved identity

concept #1 was selected by the client ; at this point, asymmetrique took over, preparing collateral and mock-applications for a final presentation.

note: the completed project is presented here.