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Creative Future 2007
UMS Design
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In 2007, the British Council of
India began a program called
Creative Future, the goal of
which was to identify and nur-
ture India’s most promising
young creative entrepreneurs
with exciting business ideas.
After a nationwide search, twenty young people were selected to take
part in the Creative Future School at the Indian Institute of Management
in Bangalore. At the fi nal Awards Nite the student with the most viable
and creative business plan was given India’s Creative Future 2007 award.
UMS Design Studio of Mumbai, India, designed all visual communication
materials for the event. They worked closely with the British Council event
project manager to develop the overall branding and look of the event
and were charged with the design of posters and banners, invitations,
a souvenir book, the stage design, and an animation to be played at
the awards event. Part of the challenge of designing for this
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190
Design for Special Events
event was that it was geared toward the creative industry, so it would
have to have to be interesting, original, and of impeccable quality.
With that in mind, UMS set out to make something that on one level
was simple and witty, but on another level was detailed and intense.
Innovation and thoughtfulness were key to this development.
To accomplish this two-pronged approach to the design, UMS made
a number of considered design choices. They chose to use only two
colors: a vibrant, energetic yellow deeply contrasted with a stark
black. An image of a butterfl y was selected as a main design element
representing the beautiful transformation and newfound ability to
take fl ight that these honorees experience. However, the designers
chose to merge two different images of a butterfl y—one an ornate
illustration, and the other a more pixel-based structure. These unlikely
pairings symbolized the duality of thought and talent possessed by
these creative and business-savvy young entrepreneurs. Finally, a die
cut was used in the booklet to give added dimension and life to the
design as well as lend additional meaning to the butterfl y symbolism.
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Case Study: Creative Future 2007
d
l
e
nt
ly
e
m.
In addition to a die cut of the butterfl y on the front cover, there is also
a full page of butterfl y die cuts within the book, each with a photo of
one of the honorees visible behind it. The clever use of this production
technique gave added meaning to the chosen imagery, as the butterfl y
seems to be literally taking fl ight from the page.
The design for the Creative Future program and Awards Nite set out
to use symbolic, thought-provoking imagery, and unique production
elements to create a campaign that was innovative, imaginative, and
impressive. The audience for the event would include India’s leading
entrepreneurs and professionals from the visual arts, architecture, fashion,
fi lm, performing arts, interactive software, and gaming fi elds. The guests
represented some of India’s fi nest business and creative minds so the
design had to reach and far surpass their expectations. In just fi ve
weeks, UMS Design Studio created a campaign of eye-catching
and intelligent materials that aptly and elegantly represented this
important educational endeavor.
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192
Design for Special Events
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1
|
EVENT National Cherry
Blossom Festival
CLIENT Washington, D.C. Cherry
Blossom Committee
DESIGN HA Design
2
|
EVENT Elephant Garlic Festival
CLIENT Elephant Garlic Festival
DESIGN Dotzero Design
1 2
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