LuminAid
How do we introduce innovation to a section of our country (India) that is just beginning to embrace tech?
We found that connecting with the audience culturally, linguistically, and colourfully since it is India was the way to go.
Our brief was to create a visual campaign to introduce LuminAid (an existing product and organization) to India.
What is LuminAid?
LuminAid is an inflatable solar lantern that packs flat and is cost-efficient. It is lightweight, easy to use, and a safer alternative to hazardous candles and toxic kerosene for people without stable access to electricity.
The rechargeable lanterns reduce fire risk, contribute to cleaner indoor air quality, and reduce energy costs for these communities.
In addition to disaster relief aid, the lamps are used at schools, orphanages and hospitals in off-grid areas. From backyards to backpackers, LuminAid is being used for its simplicity as a product.
How did we do it?
We began by brainstorming and collecting information about the organization, it's goals and presence...
a. Lumin-Aid is a versatile, sustainable, new-age solution to portable electricity.
b. They have adapted their basic design of a collapsable lamp, to multiple designs of various sizes, catering to different scenarios.
c. Their lamp works as a household light for smaller houses in rural areas, for trekking, night lights, bedside lamps, reading lights, etc.
d. They are looking to grow their initiative globally and reach out to rural areas with electricity issues across the world.
e. They have a very raw and real social media platform which showcases their product in its used form, showing the various instances the product can be used.
Brand Attributes
Hard Attributes
Soft Attributes
1. Tagline: Seeks to make light and energy accessible for all.
2. Campaign: Give Light, Get Light.
3. Logo: Simple, minimal.
4. Colours: Red and Grey.
5. Typography: AID is boldly emphasizing the help and care they want to provide during disasters or in small villages in need.
6. Symbol: Sun and electric symbol which incorporates Solar energy.
7. Videos/Images: Advertisements are a direct communication of the brand's values and show the simplicity of the product and the ease of using it.
8. Sounds: Simple, Playful.
1. NGO method of working.
2. Light for anyone and everyone
3. Credibility created by transparency.
4. Being sustainable by using eco-friendly materials and design
5. The first of its kind, can be used in multiple situations.
Our Proposition
Adapting the LuminAid idea to urban cities in India like Mumbai.
After much debate and discussion, we decide the best time to introduce such a product was during the Indian festival of lights, Diwali or Deepavali.
The Process
We began with a headline, 'Get a light and give a light this Diwali'.
This is in relation to the 'Give Light, Get Light' Program.
The mood board gave us an idea as to the audience that we were targeting and how they would use the product.
Following this we created a mood board, showcasing our vision.
Identifying the audience, guided us to create user personas to help understand the behavioural aspect.
Ideation
As a team we ideated through sketches
My set
After sketching the ideas, as a team we sat together to fuse each other's ideas to create the final product.
Final Idea
This campaign of LuminAid, establishes their "presence" in India. This festive campaign targets people who celebrate Diwali, encouraging them to make a difference by gifting light for the festival of lights.
The package has a festive theme to it, and it includes a brochure along with the LuminAid lamp itself. The brochure covers what, who and why of LumainAid and tells people how they can contribute to the cause.
Outcomes
StyleScape
The stylescapes show the visual language research process.
These collages show the gathered themes of fonts, colour palettes, typefaces, images and elements that are related to Diwali - LuminAid Package.
The stylescapes helped us in designing the final package, its visual language, and the brouchure
The brochure is included in the bag.
It has information about the product, its impact and how you can carry it forward with the 'Get Light, Give Light' Program.
It encourages the person who has received the gift bag (with the light), to donate one for the cause.
Brochure
Packaging
The gift bag with the brochure and light is included inside.
The visuals of the gift bag are inspired by the Red of the LuminAid Logo, and Golden-Yellow signifying the colour of the lights, during Diwali.
*This project was a group effort of 4 team members.*