an industry leader’s elevated and deep view of comfort, and itself
Sheela Foam has led foam manufacturing in India since 1971. While its consumer brands, Sleepwell, Kurl-on and more recently, Furlenco have been household names, Sheela Foam has chosen to lead them with a reserved stance.
In the course of ICD’s longstanding brand-advisory relationship with the corporate brand, a recommendation to communicate the company’s elevated view of the world emerged. This corporate website design, the imagery and messaging have their roots in that conversation. ICD conceived, planned and designed the website in close collaboration with the leadership at Sheela Foam.
website structure puts the immovable operating principles of Sheela Foam upfront
Sheela Foam designs, makes and moves its own products, from plant to showroom. ICD articulated a coherent philosophy of design, manufacture and delivery of comfort The company values this approach as the necessary control of comfort, to deliver value for its final consumer, they just hadn’t articulated it. This framing opened a wellspring of ideas to visualise the movement of comfort from idea to application.
the photography plan places Sheela Foam in life situations
The imagery and the messaging balances facts, focus on material science and machinery with the soft forms of foam, people embedded into those systems and a love for nature. The attempt is to present a leader’s enlightened take on how people, systems and science interact.
understand Sheela Foam in a single sweep or many dives—for the interested and the invested
The website’s architecture creates two levels of detail. On top, Sheela Foam’s high-level story can be absorbed in a single, browsing visit to the main pages. It’s an experience designed for the interested public. A second, deeper layer reveals itself as one spends more time on the pages and pages that branch off from there. A detailed path for the invested audience.
a corporate website that presents Sheela Foam as an owner of brands
On the business side, we showcase its vibrant brands and thriving technical, international brands. The Sheela Foam people, leadership and employees, are shown in natural workday situations, without pretense or performance.
a subcontinental shoot spanning 4 Indian states to cover the website’s full story
The images and drama of Sheela Foam was made possible through an extensive photography programme, planned and directed by ICD. The team’s collaboration with expert industrial photographers Raghav Pasricha and Eva Zannetin covered 4 key plants, multiple offices and 100s of people in Uttar Pradesh, Orissa, Karnataka and Madhya Pradesh.
The photography and video shoot focused on elevating the core of each activity that Sheela Foam engages in—from the making of rows of foam to its foundations work in improving the lives of the youth. Each situation served the larger story—a secure, comfortable leader’s view of the world.
an unhurried focus on Sheela Foam’s brands, businesses, leadership and people
The site spends time and space on what’s important to Sheela Foam, nothing is rushed or glossed over. On the business side, we showcase its vibrant brands and thriving technical business, by getting close or from 20,000 feet. The Sheela Foam people, leadership and employees, are shown in natural workday situations, without pretense or performance.
sharepartner-in-charge & creative director itu chaudhuri | design concept itu chaudhuri, ashok dey, pradyut nath | photography plan itu chaudhuri, ashok dey, pradyut nath, raghav pasricha, eva zannetin | site architecture itu chaudhuri, ayushmaan agarwalla | writing itu chaudhuri, ayushmaan agarwalla | project management ayushmaan agarwalla
