Dear Readers,


We are living in a time where Indians are increasingly conscious of the image of India and what being Indian means. As designers, we are acutely aware of how what we do shapes the way people think, feel and act. We are entrusted with the responsibility of creating images and these in fact influence what you buy, where you live and what you desire. This issue Crafting Design brings you the merging of design and craft in India. 

We had the great fortune of being part of two specially wonderful projects both inspired by the crafts of India and our country’s diverse colourful fabric. The first involved a humanistic and people-centric branding for the Ayushman Bharat Health and Wellness Centres. The first model centre was inaugurated by our Prime Minister Shri Narendra Modi at Jangla in Chattisgarh. Read more about how the diverse crafts of India come alive in Branding for longevity in a land of diversity.

The second project, branding for the PMNCH Forum held once in two years, has begun with a curtain raiser where our logo designed for their Partners’ Forum 2018 was also launched by Prime Minister Shri Narendra Modi. A vibrant logo inspired by Pipli brought the six themes of the conference together as a world, celebrating how people working across sectors facilitate action on the ground. Read about our journey in The ring of human endeavour.

Our branding goes beyond a superficial approach to kindle the roots of our concerns. On this note, we want to share with you five magic pointers for branding, which are instrumental for institutional and corporate branding in our article Small bytes to big brands. These are precepts we developed for our approach and they specifically apply for this millennium and for the Indian milieu.

Thank you for reading and do share your feedback, ideas and thoughts with us!

Warm regards,
Anthony Lopez

Branding for Longevity in a land of diversity
The ring of human endeavor
From small bytes to big brands