Graphic Designand Branding

The SDG—Suvarna Durga Group—is one the largest conglomerates in Telangana with wide spread businesses; from waste management to agriculture to infrastructure. While they began as a traditional business rooted in native values, their growth can be largely ascribed to their progressive, inclusive, honest commitment to creating values for all their stake holders. Their value proposition in every business they are in today is remarkable. Today as they look to the future and open up newer avenues, they envision a new avatar for themselves.

The new SDG had to be as dynamic, as relevant to its stake holders and as strong in its value proposition as the earlier one and at once be representative of the ‘newness’ that is being ushered in by next generational decisions. The brand identity had to be refreshingly new while simultaneously evocative of its brand legacy. Basis this new identity and articulation content and digital strategy were to be executed.

Like in many traditional businesses that begin as a one-man vision—a vision while significant to the business but often failing to find articulation—for SDG too the foundations of branding were lacking. To create a new avatar based on an existing one we needed to first give a concrete form to what was a nebulous idea.

We began by LISTENING to the stories that were undocumented or left unsaid to get a fuller appreciation of who they were, what they went through to become who they are now, and what helped them in achieving that. Having understood the legacy, we STRATEGIZED by matching their new aspirations with what their foundational aspects were to define the goal. Once we locked the map for the way forward, we employed our CREATIVE experience to give shape and meaning to identity and communication.

We were the first ever to articulate their brand story in a Brand line; we gave SDG its definitive identity—the Lotus Shaped Durga Trident in Gold that today glimmers brilliantly across their buildings, corporate scape, merchandize and social media.

It was also for the first time that the Group had its brand document drafted for brand custodianship, securing them a strong footing for future marketing and brand communication efforts. We employed our creative experience to create an exceptional logo and our understanding of brand story telling to put down in writing everything one needs to know about the brand in one document.