The project dealt with developing branding models for the purpose of city branding.
I studied such efforts done around the world, derived patterns and outlines of the processes, created my own workable models, and validated these models for effectiveness and viability. So, I took the example of Ahmedabad and created a brand outline for it. I followed each model and applied it to Ahmedabad showing to the reader how the models could be put to use.

Sometimes, people confuse beautification and packaging with branding. But, a new logo and slogan can never change the image of a city. There need to be many changes in people’s attitudes as well as the system itself for any change to happen. That doesn’t need a lot of influence, lobbying and policy decisions.

Here I faced another crucial question: ‘’What am I, a visual communicator, doing in a job like this?’ This is where I needed guidance. And I got it. I was to design the process and help other people see the scope of and the advantages of city branding. I was to set the guidelines such that the people, who could actually make a difference, could take them up and carry them to their culmination point. This is where I realised I could make a difference with a socially and environmentally sensitive approach.

I steered the course of the branding in such a way that it would not be a mere gimmick, but would actually benefit the masses.