The Social Media Cell at SiliconTech, the engineering institute of Silicon University, collaborated with the Social Utsav community to organize a designing masterclass on ‘Brand Journey’ on 28 September 2024.
The objective of the session was to explore how design can effectively shape compelling brand identities. Participants engaged in discussions about the importance of visual branding and the role of design in meeting evolving human needs.
The session was led by Mr. Priyaranjan Sahoo, Co-Founder of Double Tap, and an accomplished brand strategist and creative director. He began the session with a thought-provoking question: ‘Which design is better: a fork or chopsticks?’ This question sparked lively discussion and set the stage for a deeper exploration of the necessity of design and the key themes to be covered in the workshop. Mr. Sahoo emphasized that a brand communicates its identity both verbally and visually, with a particular focus on the power of visual branding. He also discussed the evolution of human needs—from necessity to comfort, and ultimately to luxury—and how these stages demand thoughtful design. While there are no rigid rules in design, he highlighted the importance of understanding existing norms to drive innovation.
As the workshop progressed, attendees discussed the universal purpose of design, highlighting that while art is subjective, design serves a functional role for everyone. Each design must have a clear intention and an audience, leading to a discussion on audience-centric design. Mr. Sahoo stressed that effective design should prioritize the user rather than the designer, using PayPal’s purposeful redesign as an example to illustrate that good design is not always exciting but should fulfill its intended function.
Finally, the participants reflected on their designs and appreciated their intrinsic value. Mr. Sahoo emphasized the principle that ‘form follows function’ while recognizing the significance of emotions in design. He advised attendees not to obsess over originality but to focus on producing high-quality work.
The event concluded with a dynamic exchange of ideas, with participants gaining valuable insights into the design process and a deeper understanding of the branding landscape.
