Matching Needs
To do justice to the image of this prestigious company, we had to bring forward the Professionalism and Creativity Talent present in the Company into the Annual Report Design. We had to keep a delicate balance between the glamour aspects involved of this industry along with maintaining the corporate image of the company, a crucial USP. The entire annual report was about 160 pages printed in 5 colours via Offset printing in quantities more than 13,000.
We were also asked to symbolize the evolution of human storytelling (essentially what filmmaking is all about) and how today, we are just a snapshot of this evolutionary process. The graphics depicting “k” with a computer mouse was able to achieve this message and runs a theme throughout the Annual Report. (“k” being to most fundamental and primary sounds of our ancient language; the “0”s and “1”s represent the most fundamental digital language of today and tomorrow .)
Our challenge was to represent the cinematic creation art-form while at the same time depict MAL as unique and important milestone in the progress towards world class cinema software production. We established these concepts by using graphics depicting the human senses and photographs of pencils depicting education in this industry. Through the combined use of these elements we were able to achieve the core message that MAL wanted to convey, without falling into the trap of creating a typical Bollywood splash. We ended up representing Mukta Arts Ltd. as a professional and corporate entity operating as a responsible and astute player in the Entertainments Industry, taking the interests of its shareholders as its primary focus. But in doing so, the annual report still turned out glamorous in the most tasteful sense of the word, and in sync with the industry's expectations of some amount of glamour.
What made this project particularly exciting was that DI was also required to carry out information research to graphically represent the Inception of Film Making Studios and Training Institutes worldwide, and to indicate the time taken for the more established studios to become the pedigree that they now are. It was also required to indicate that “Rome wasn't built in one day” and that MAL had embarked on a long term journey to become a globally recognized studio and institute. This was done by using a timeline showing the inception of renowned studios and institutes. The ratio of Studios to Institutes globally was found to be much higher than the ratio in India, and comes out clearly in this timeline. This section also emphasizes in a subtle way the exceptional vision of MAL in recognizing the existence of the void of world-class institutes through the establishing of Whistling Woods International, a global institute in the making.
Content for the main Article Section of the Annual Report was also researched and developed by Dickensons research team including 3 people. The content required extensive research and interpretation of data and information, both primary, secondary and interview based. Many subjects were featured in this article such as:
- global comparisons of the filmmaking education industry and the need for formal training institutes in India
- trends in Indian consumerism and tastes and its impact on the quality of filmmaking
- The adequacy of existing training facilities
- The wide supply/demand gap for formal education
- Parallels drawn between the IT and the Entertainments sectors in terms of the linkages between education and industry growth
- The importance of WWI in catalyzing a sea change in the quality of human resources making up the entertainments industry
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