1.My client wants to bring a new brand to India.

2.ICH, International Clothing Hub, wants to bring new experimental designs in the T-shirt and shirt sector into India.
This new line of clothing will be inspired by extreme sports & music and targeted at the younger generation of India.
This target audience is a highly suggestible group of people who have started the different stages of freedom and are
exploring the meaning of what it really means to have freedom. This target group starts in late high-school and
stretches into the late 20s where MOST either give up or get stuck on a definition of what it really means to be free!

3.I have explored the character of two possible members of this target group:

The first, a 24 year old male who has been athletic through out his school & college life and is exploring this new
extreme sports hype that has made quite a scene in India. He is fresh out of college and has been working at an MNC
for the last few months, he is still enthusiastic about sport and wants to stay fit even though he has very little time
for it. His routine is changing slowly because his workload is become heavier and he has less time for sports because
of the long work hours and because he has a girlfriend that does not share his interest in sport and keeping fit. He
has recently moved out of a PG and rents a flat with a colleague in order to gain the freedom he has always longed
for. After all the bills he has to pay he has around 15k spare to do with as he pleases, he aspires to save but is not
very successful.

The second member of this target group, who is also a male, is a 19 year old high-school graduate who loves
computer games and TV. He is an avid follower of the EPL but does not play football very well himself, he also
watches other sports like basketball, UFC and whatever else he find interesting on TV. He is highly influenced by
what he sees on TV and day dreams about being a footballer in the EPL, his friends also share his same interests and
they sometimes get together to watch tournaments on TV. He still lives at home and is awaiting his results from his
boards and entrance exam that he has given for college. He still receives the same amount of pocket money as when
he was in school but is looking forward to the day he starts college because he will get a raise in his allowance which
will let him do mores.

4.What I have observed in the members of the target audience for my brand and also from young people in general,
me included, is that we all want to be free in one way or the other from something or the other. It is a trait that is
shared amongst all of us. We all feel bound by something!!! We also want to have a good time, fun is a common
word when decisions come into play and we opt to do the fun option more often than the other.

PHILOSOPHY:
Life is short.
Some pass through it without living a single day.
They just go from one to the next.
Just following the steps laid out.
Without noise.
Without energy.
No fun.
But, there are those who dont conform.
Those who break the rules.
Break the silence.
And go where no one expected.
They see life for what it is.
A challenge.
They shout out & scream.
They imagine & dream.
They are showing life isnt about quietly following.
So they choose to make some noise.
They choose to be FREE!!

The word that I have used as a trigger to generate names and the feel for the brand is LIBERATE with the added
essence of most extreme sports in mind which is to fly! Here are some of the words that were brainstormed in this
process of ideation. I selected and shortened a word that is seared into the soul of the common Indian, a word that
will move them all, [pause] the is MUKT!!

5.The concept for the logo needed to show strength of the individual and liberation of the latter through flight to
keep the essence of extreme sports in mind. The strength of the bold font and its size in comparison to the wings
brings out the feel of that the individual is strong, and flies.

Before we move on, while we still have our minds on flight, fun & freedom lets stop for a moment and think about
what freedom really is. What are we trying to break free from? [pause]
We are trying to break free from all that binds us in our minds, our mental blocks. Blocks of what our capabilities
really are, blocks instilled in us by what we learn in school and the societies that we live in. The limits of science and
the mind, [pause] of history and experience!!

6.The concept for this poster was derived from the deepest of human dreams, since birth we have all, at one point or
the other, dreamt of joining the birds in the sky. This posters concept was design to hit the viewer right at the core,
at the deepest of memories, at the deepest of desires. This is achieve through the USP of the brand and the visual
that accompanies it.

7.The cover of this widely read magazine has a hair raising stunt displayed on it, this is the most radical of stunts in
the extreme sports world, something that will jolt the viewer OUT of their seat. This new sport is called highline
base-jumping which is the fusion of slack lining, which is performed at a lower height, and base jumping.

8.This ad strikes at the core of the audience, makes them sit on the edge of their seats, brings the essence of the
brand to the tip of their noses. This will definitely gain attention, [pause] how can it not???