MIHIR LELE
AZAAD COLLAB
Art Direction | Identity Design
Client
Amit Trivedi
Produced by
Indian Storytellers
The Pitch
Azaad Collab is a groundbreaking music project where Amit Trivedi collaborates with top artists for unique musical experiences.
Initially, the working title of the project was "AT Collab" (AT being Amit Trivedi, the musician).
So, all the logo ideas and designs focused on the "AT" theme.
Route 01
Using hands and fists that turn into hearts to denote collaboration and love for the same. (Click on the page below to go to full screen mode)
Route 02
Using the "t" in "AT" to denote a "+" sign symbolizing "A+" as well as a collaboration with Amit Trivedi ("AT" “+” someone).
Route 03
Transforming the "@" symbol to incorporate the letter "t" within it, forming "at," serves as a symbolic representation of collaboration within AT Collab.
Route 04
An amalagamation of the Roman and Devanagri script to form a “collaboration” of letters
Shortlisted Logo Route
The pitch we presented won us the project, and the fist bump forming the heart (Route 01) was shortlisted for further refinement. With the project's name now changed to AZAAD COLLAB, we updated the logo to reflect the new name and improve its overall design.
Process
Based on the feedback we received on the explorations, we reduced the use of reds and pinks in the way they are traditionally used and improved the design visuals for the logo. We experimented with different typography and color schemes to identify the most effective options. Each logo was crafted for versatile use, including animated packaging, digital promotions, and on-set placements.
The goal was to seamlessly transition from live-action footage of the artists fist-bumping on set to the animation of the logo forming. We experimented with various angles of the fist bump to effectively convey the heart shape created by their joining fists.
Option A
To achieve a smooth transition from the frontal shot of AT and the collaborator bumping fists, the hands are shown from a head-on perspective in the design. The shape of the fists has been crafted to form a heart, which strengthens the visual connection and symbolism
Option B
In this design approach, we have integrated the interior of the fist to create the heart motif, making the heart shape more distinct. This route also features a grunge and textured element that we believe will translate effectively onto a set as well as the animation.
Option C
The design uses the gesture of fists bumping together (from side to side) to suggest a heart shape, without actually including the fist shapes in the heart like the previous options. The fists and heart are kept as separate elements
Keeping the heart and fists as separate units in the logo helps us highlight an additional element in the animation- having different fists (signifying different collaborator) hold different musical instruments or music related items.
The fists can hold items like mics, guitars, drumsticks, or flutes. When the fists come together, the musical elements flow out and form the logo.
Finalised Identity and Packaging
The client selected an exploration presented under "Option B" above without much feedback.
The animation was then designed to highlight the distinctive elements of the logo, capturing the essence of artists uniting out of love—for both one another and their craft.
The first storyboard that was presented at the pitch stage itself (above), became the basis of the animation that we finally worked on.The idea and concept remained true to the pitch.
PRESENTING THE ANIMATED TITLE INTRO FOR AZAAD COLLAB.
MUSIC BY MEHAR CHUMBLE.
Some frames from the packaging:
(Click on the tab below to see the screen-grabs in full screen mode)
Logo Usage and Collateral Designs
The album features 13 songs with various collaborators, and my role also encompassed designing the key artwork for the album as well as a consistent design language and a uniform treatment for the single song artworks, ensuring each piece harmonised with the broader album aesthetic while maintaining individuality.
Key Art
I created the key artwork for the album, which set the tone for the entire visual experience.
The key artwork designs were showcased across social media, where their vibrant, modern visuals captivated fans. They also graced theaters as eye-catching large-scale promotional displays and served as album thumbnails on Spotify and other music streaming platforms.
(Click on the tab below to see the images in full screen mode)
Social Media
Thumbnail preview on Spotify
Single Song Artworks
I also developed a consistent design language and a uniform treatment for the single song artworks, ensuring each piece harmonised with the broader album aesthetic while maintaining individuality. The result is a dynamic, modern visual identity that complements the album's eclectic and collaborative energy.
(Click on the tab below to see the images in full screen mode)
