Vision

To strengthen and bridge the emphasis of the seasonal craft community for their sustainable practices in/to the current world context.

Our vision is of a world where one practices conscious creation and consumption of products realizing the responsibility and the need of the hour to live in coherence with mother nature.

Mission

To promote seasonal craft communities and their sustainable practices for conscious consumption by building its unique brand identity.

And including a digital experience as a tool for promotional and educational attraction for government exhibitions and fairs(for craft enthusiasts), for tourism, workshops and educational institutes.

Core Values

• Mindfulness: To be mindful in choosing and promoting practices which are in accordance with nature to maintain the balance between the process of creation, consumption and its overall consequence on the planet earth.

• Respectful: To conduct exchange of discussions, suggestions, ideas and services with the craft communities with respect to their views and opinions.

• Considerate: To be considerate of the beliefs, values and practices of the craft community and to realise their world views to be different and equally valid to them.

• Esteem building: To practice choosing courses of actions which are in line with building and strengthening the self esteem of the craft community.

• Symbiotic relationship: To be aware that the relationship with the craft community is that of a symbiotic one and to bear collaborative/ partnership spirit.

Goals

• Connect and create trust based communication with seasonal craft community

• Conduct a target market research to understand the audience

• To understand and devise the community’s story based on their craft practice, values, beliefs and ideologies.

• Devising a brand strategy to create brand identity framework and ecosystem chart.

• To create an AR/VR experience of the seasonal craft community based on target market

• Connecting with stakeholders to understand the various platforms for executing the digital experience.

Strategy

• Connecting with the craft community in and around Gujarat to understand the relative inter dependency of their lifestyle, environment and craft practices.

• Conducting a target market research to enable creating a better overall experience of the community and their craft.

• To put forth the story of the true nature of the community’s craft practice in relation to the natural cycle of seasons and its coherence with it.

• Creating brand identity framework to realize what the brand stands for, what it relays and to who it speaks.

• Devising a brand strategy to design a brand ecosystem which is consistent across different touch-points.

• Encouraging enthusiasts to experience the seasonal craft community and their practices at exhibitions and various other platforms.

Objective

• To conduct interviews and gain information regarding their lifestyle that will be used in brand building

• To get the statistics related to audience and market

• To get information related to awareness of digital experience in the target market.

• Understand the holistic story of the craft community

• To use the stories to connect effectively/better with the audience

• Choosing a fitting strategy for brand identity

• Creating a brand identity framework

• Creating a brand ecosystem

• Materializing the brand identity in various touch points

• Create story-line framework

• Collaborate with AR/VR creators to materialize

• Connecting and conducting primary and secondary research on various potential interested stakeholders

• Pitch the AR/VR digital experience to various stakeholders

Action Plans

• Secondary research: to know more about seasonal crafts and to collect data related to the craft community that are still practicing seasonal craft - identifying the subject.

• Preparation of questionnaire for field visits

• Primary research (research on the subject) -(need to mention the multiple stages or number of visits)

  • • Visiting the craft community to understand their living conditions (and to obtain content for creating the digital experience).

    • Conducting interviews among the artisans, family members and the neighbours to know more about their life and difficulties that they face.

    • Conducting interviews among the stakeholders.

    • Conducting interviews of major personalities involved, governmental and non-governmental organizations to get a wider picture about the conditions, facilities provided,etc.

• Analyzing and organizing data about the community for further strategy development

  • • System mapping

• Researching the competitors/ competition and identifying how they attract their consumers.

• Identifying Anthesis/uniqueness of the craft community for the further development

• Identifying the brand purpose.

• Identifying the brand personality (tone, color palette, sound, etc)

• Developing the brand name, logo and tagline

• Entry into the digital platforms for branding - page on social platforms, website etc.

• Stakeholder mapping to fix the ideal customer/ target audience/ target client group.

• Research about the target client group. (and interactions with them?)

• Customer journey mapping

• Organizing data for the next level to create the digital experience

• Collaborate with digital media professionals

• Creating data for the digital experience/ creating the story line

• Building the digital experience

• Implementation of the experience on selected platforms

• First phase of testing

• Correcting the flaws

• Second phase of testing

• Correcting flaws

• Collaboration with potential stakeholders

• Creating the messaging strategy

• Pitching to the stakeholder

• Promotion/(reaching out to the users)

• Implementation

• Collecting feedback

• Marketing of the brand in various other brand touch points(website, social media, email).

• (exposure to the the brand)