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Bhooshan Pandya is a UX consultant & Product Designer with more than 12 years of experience in representing global brands within cross-cultural teams in many countries. He brings his customer-centric vision to projects and is an ardent advocate of ‘design-thinking’ for co-creating solutions that create value for both the business and users. While working with a product he follows the objective of designing an experience which is enjoyable, engaging, and enduring.

‘Muramba’ Is Just As Sweet As It Sounds!

Muramba - Movie PosterThe lush warmth of Pune’s sunshine apart, ‘Muramba’ conveyed the quintessential, endearing Marathi culture in oodles and that in itself totally won my heart. I chose to relish this scrumptious cinema on a frigid evening yesterday with only one desire in mind, and that was to enjoy a good Marathi movie. And, oh boy! ‘Muramba’ didn’t just entertain me, but the cosiness and the envious modesty of an urbane middle-class household, the sunny locales, not to mention the constant references to delectable Indian food, and alongside some unpretentious performances by the actors left me completely homesick!

So, Alok (Amey Wagh) and Indu (Mithila Palkar) are passing through some rough weather in their love tale and the parents step into a mentoring role for these youngsters. But that’s not all because there are personality issues to cope with before our man ties the knot. Which is why the agenda is not just limited to bringing the estranged couple together but also to inculcate the essence of life into their tender premature minds. And who could be more qualified to do this job than a paradoxical pair of doting parents who believe in having a friendly chat with their kids? In that, it’s so heartwarming to see the absence of a typical “I told you so” and “you better listen to me” nature of domineering banter that generally outlines a father-son relationship, rather what you experience makes you wonder if this is indeed the real interpretation of ‘Parenting 101’! Enough said. If homey Marathi family dramas suit your taste then you must watch ‘Muramba’, and warm the cockles of your heart.

It’s not ‘us versus them’ or even ‘us on behalf of them.’ For a design thinker, it has to be ‘us with them’.

Tim Brown, CEO and President of IDEO

Pondering Over The Lyrics Of ‘Ghar’

Like most verses of my time, I pondered over the use of a ‘home’ (Ghar) in a romantic song like ‘Ghar’ because, in isolation, the lyrics seemed detached from a plain break-up scenario. This melancholic song penned in Hindi by Irshad Kamil is a melodious composition by Pritam from the movie  ‘Jab Harry Met Sejal’, and the lyrics go something like this:

खाली है जो तेरे बिना में वो घर हूँ तेरा,
घूमे फिरे तू चाहे सब शहर तू है मेरा |

I am that home you own which lies desolate without you,
You may roam cities far and wide, but you are only mine.

Home Is Where The Heart Is.

I had seen the movie and thought to connect with the lyrics of this particular (awesome) song, and I did. The protagonist “Harry” (Shah Rukh Khan) is a tour guide perpetually on the road, and (perhaps) yearning to return to his home. The pain of this separation and deep love is likened to the emotions felt by Sejal (Anushka Sharma) for Harry as they are breaking up, and Kamil symbolically combines their despair using the metaphor of ‘home’. It’s a wonderful instance of how lyrics could be subtlely & creatively intertwined with a movie script.

Link to the YouTube Video of ‘Ghar’

Kalo Healthcare Solutions - Final Identity

Kalo Healthcare Solutions – Brand & Identity Design

Building a futuristic brand identity for A forward-Thinking Canadian healthcare consulting company.

This holiday interval provided an enriching creative opportunity, and one, which has resulted in an excellent culmination to my 2017. I met with the Founder-CEO of Kalo Healthcare Solutions, a Toronto-based company and involved in digital healthcare consulting for enterprise solutions, and over a coffee, it was decided that I would create a brand identity system for them. After following up with some conversations, I decided to build a branding concept that conveys the message of Kalo’s assiduous focus on its stakeholders, large and small, to transform into digital healthcare by offering both strategic consultation and delivery services. This is a story of the how the brand identity design came into being.

Developing A Narrative

From the beginning, I felt I was dealing with ambiguous data with challenges in forming a right approach for developing the brand identity. So I resorted to a strategy similar to some of the other identities I have designed in which I had to conceive a series of ideas through storytelling in order to get to a metaphorical context for the brand. On the other hand, since the brand of ‘Kalo’ was fairly new I saw ample opportunity to envision a unique brand styling not influenced by its past. I was aiming to connect with a brand value in not just building a mark/symbol with type and colour schema but also depict Kalo’s mission and vision through a story. Since Kalo was a new company, the limited knowledge about its organizational structure and its lack of vision/mission proved to be a blessing, in that I wasn’t constrained in my visualization of what the company could or could not bring to this world. I had a brief which was limited in its information yet brimming with critical touch-points which I could develop into tangible concepts. I was told that ’Kalo’ is a Greek term for ‘good’, and I parked that thought for now. Instead of taking the simple route I deliberately avoided expanding that keyword into concepts and challenged myself to think further and into Greek mythology and culture. I also consciously avoided conceptualizing around the typography, although the alphabet ‘K’ did latch onto my visualization. But in terms of exploring the virtues further, what else could a company named ‘Kalo’ signify?

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Stuff I Didn’t Know About This Image of India

I am passionate about anything that is even remotely related to space, and this one has stuck with me since schooldays. So, as a kid from India in the 80s’, I would ponder endlessly over this satellite imagery on the back of my geography textbook probably the 6th or 7th grade, that showed the Indian peninsula alongside the island nation of Sri Lanka. All along I was curious to know the origins of this photo, like, who captured it? What was that strange pole? etc., and I was thrilled to have stumbled upon a NASA website carrying this information.

India - Gemini 11 Photo

Picture of peninsular south India was taken from space in the 60s!

So this image was taken by the Gemini 11 crew (Conrad-Gordon) on September 14, 1966 “using a 70 mm lens on a modified Hasselblad film camera”, and I don’t know why but it somehow made it to the geography school textbooks in India and into my inquisitive mind. And as I discovered later, that “strange pole” in the picture is the “7-FT Retractable L-Band Boom Antenna” from the Agena Target Vehicle.

Source: India by Night and Day : Image of the Day

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Bhooshan Pandya

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