SHRIMALI STRATEGY, BRANDING AND IDENTITY
THE CHALLENGE
SOLUTION
Built with Clarity. Designed to Thrive
In a city where real estate often feels like a gamble, Shrimali is the sure thing.
Venturing into an expansive commercial and real estate business, they wanted an identity that reflected their simpler, sharper principles - Build what's needed. Do it well. Create thought- through spaces. Do the fundamentals, flawlessly
While others distract with gloss, jargon, and surface flash,
we operate on a sharper, simpler principle
Amid the jargon of gloss of real estate, how can we position this brand as truly distinctive ?
SIMPLIFY
Build what is right
Remove all the fluff
Be meaningfully clear
Flow between function and form
SPACES AS AN ORNAMENT
SPACES OF CLARITY
Shiny distractions and marketing fluff
Simply intuitive logic that reassures
Driven by trends
User considerations
Performative Design
Presence, conveys real design in the digital and physical realm
Emphasis on "what we made"
Emphasis on "what we unlocked"
COMPETITOR ANALYSIS
Within the Indian context, most brands use solid symbolism built in different styles. A very common seeing becomes the use of buildings such as Lodha or Brigade. We also see ornamental symbol usage for brands such as Sugee.
MAIN CONCEPT
BRICK BONDS IN THE DIGITAL + PHYSICAL REALM
VARYING BRICK BOND PATTERNS
Since simplification became the main guiding term for the brief, I started venturing into the differing kinds of metaphors / symbols that would denote the fundamentals of doing it right + conveying real design in the physical and digital space.
ALIGNED TO LAST
Taking inspiration from the concept of Brick Bonds - I was Inspired by the way bricks interlock to create strength, we bring to life a world where form and function move as one; where the fundamentals are revered. Light and air, structure and shadow, to reflect the philosophy of simplifying design to amplify living. The concept portrayed the strength of a structure lies in the harmony of every element placed with purpose.
JANTAR MANTAR - THE NATURAL SUNDIAL BASED IN JAIPUR, INDIA
Studying the varying patterns of the brick bonds and taking inspiration from the light and shadow play of sundials, I created various block placements that allow the movement of the sun to create the initial "S" of "Shrimali".
The sequences and placement of the bricks was then analyzed using 3D software such as SketchUp to accurately simulate the sun’s path and evaluate its impact on
shadow formation.
Shrimali’s logo is a distinctive mark that works seamlessly across digital and physical media. Its “S” form, born from sunlight and shadow, creates a striking visual identity. Rendered in Blender, the symbol is paired with a customized Helvetica Neue Medium typeface, refined for balance, solidity, and character.
FINAL LOGO
THE LOGO EMBEDDED WITHIN THE WALL
LOGO FORM DURING DAY AND NIGHT
The brick bond is designed to integrate seamlessly into the façade, allowing the bricks to become an inherent part of the building’s structure. By day, the interplay of sunlight and shadow animates the logo, while at night, a strategic lighting setup accentuates its form and brings it to life.
TYPOGRAPHY
SF Compact Display is a sleek, modern sans-serif typeface designed by Apple for clarity and elegance Sharp spacing renders it clear legibility for all interfaces.
