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Hari Shankar Singhania School of Business or HSB, Jaipur is offering India’s first MBA in Product Management. HSB is led by experienced and proven management minds of the country. The unique programme sits at the intersection of design, technology and management, to produce the next generation of product-minded business leaders.
The leaders of the HSB programme collaborated with ICD to communicate their unique approach to management education via branding, identity design and print & digital communication.
Strategy
The HSB programme is new and timely.
It is filling a void created by rapid innovation in organisations—the need for managers with a deep understanding of technology and great business leadership—and the new focus on products as the biggest value drivers in the new as well as established sectors.
If the brand and identity could respond to HSB’s stand on management education, it would create relevant talking points for the leadership and students alike.
Design
The HSB ethic is concentrated in the identity. It is the principal carrier of the brand.
The logo reflects HSB’s position as a forward-thinking academic institution that is defined by its openness to emerging trends in the business world. The deliberately incomplete ‘S’ symbolises the encouraged flow and intermix of tech, design and business disciplines. Ideas flow freely through the open space within.
The step graphic, drawn from the logo, became the signatory element for all HSB communications.
The HSB colours—blue, black and white, in gradients—work together to give a picture of assurance and rigour to the new programme.
The HSB brochure and website employed the full scale of visual elements and the tone of voice developed along with the identity.
Impact
The HSB identity, brochure and website were unveiled at the launch of the programme, helping the leaders own a sharp visual and communication space from the start of the journey.
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Branding the definitive MBA for the new product economy
Hari Shankar Singhania School of Business or HSB, Jaipur is offering India’s first MBA in Product Management. HSB is led by experienced and proven management minds of the country. The unique programme sits at the intersection of design, technology and management, to produce the next generation of product-minded business leaders. HSB’s leadership collaborated with ICD on the branding, communication and identity design for their newly established B-school.
Stepping forward towards a changing future
The logo reflects HSB’s position as a forward-thinking academic institution that is defined by its openness to emerging trends in the business world. The deliberately incomplete ‘S’ symbolizes the encouraged flow and intermix of tech, design and business disciplines. Ideas flow freely through the open space within.
Coherence and clarity across the board
Guidelines and examples of extending the identity at a consistent level of clarity and coherence were established and shared. This ensures the HSB communication maintains its signature across the board
The HSB brochure: programme expressed in clear and beautiful terms
The HSB promise—a new, product focused management education—is explained in detail in a full brochure. Unique facets of the 2 year programme are highlighted in section-wise. Infographics are used to make the content glanceable. The message is conveyed to the prospective student in the collegial tone of a well-knowing mentor.
Bringing the brand on the web with an information focused website
A high performing, explanatory website was developed to assist the overall HSB pitch to the student community
sharepartner-in-charge & creative director itu chaudhuri | brand concept itu chaudhuri | design concept itu chaudhuri, abhishek ghosh, pradyut nath, arpit sharma | alternate design concept ashok dey, sreeja chatterjee, saumya dalal | writer itu chaudhuri, ayushmaan agarwalla, abhishek akhoury | page animation pradyut nath | project duration 5 months
