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A MUSICAL INSTRUMENT BASED ON COLOR AND GEOMETRY.

PLAYING A MUSIC INSTRUMENT

Studies by Neuroscientists show that playing a musical instrument engages practically every part of the brain at once especially the visual, auditory and motor cortices. And as with any other workout, disciplined structured practice in playing music strengthens those brain functions allowing us to apply that strength in other activities. Playing music develops fine motor skills which are located in both hemispheres of the brain. It also combines the linguistic and mathematical precision in which the left hemisphere is more involved with the novel and creative content the right excels in.

For these reasons, playing music has been found to increase in the volume and activity in the brain's corpus callosum, the bridge between the two hemispheres allowing messages to get across the brain faster and more diverse routes. This may allow musicians to solve problems more effectively and creatively in both academic and social settings. Because making music also involves crafting and understanding its emotional content and message, musicians often have higher level of executive functions. A category of interlinked tasks that involves planning, strategizing and attention to detail and requires simultaneous analysis of both cognitive and emotional aspects. It also helps in creating, storing, retrieving and tagging our memory.

These benefits are exclusive to playing and learning music as compared to other form of sports or art. We already know that the brain develops at a much faster rate during the initial years of our lifetime. And if kids are trained to play music in those years, the brain would develop at a much stronger rate than ever.

PROBLEM

Often, not a lot of kids are interested when they are handed sheet music. The reactions are usually pretty drastic and not in a good way as you can see. Those are the kind of complaints some of the kids had which ruined their experience of music for the rest of their lives which should've been the opposite.

CHALLENGE: MAKE INTRODUCTION TO LEARNING MUSIC FUN AND SIMPLE!

THE TEAM

MY ROLE

Physical Product Design, Product Mockups, Packaging, Branding, & System Design.
SYSTEM DESIGN

KEYS

Compared to the traditional way of learning music, our system is more visual, intuitive and fun. It is designed to introduce kids to basic music, color and geometry theories simultaneously through play. We picked 7 geometric shapes,  7 colors (3 primary + 4 secondary) as elements, and formed a new sight-reading system.
The 7 colored shapes represent 7 basic notes of an OCTAVE.
PRODUCT DESIGN

INITIAL SKETCHES | ITERATIONS

Compared to the traditional way of learning music, our system is more visual, intuitive and fun. It is designed to introduce kids to basic music, color and geometry theories simultaneously through play. We picked 7 geometric shapes,  7 colors (3 primary + 4 secondary) as elements, and formed a new sight-reading system. The 7 colored shapes represent 7 basic notes of an octave.

FINAL DESIGN

STACKING
Zozola has tabs on two sides that can be gently pushed spring open and can be attached to the groove part given on the remaining two sides of the device. This allows the Zozola to be stacked in numerous ways in all axes which makes it easier for the kids to arrange the octaves in their own way according to their comfort level. Kinda like lego or any other building device which adds to the fun factor for kids.
SHEET MUSIC
Compared to the traditional way of learning music, our system is more visual, intuitive and fun. It is designed to introduce kids to basic music, color and geometry theories simultaneously through play. We picked 7 geometric shapes,  7 colors (3 primary + 4 secondary) as elements, and formed a new sight-reading system. The 7 colored shapes represent 7 basic notes of an octave.

TWINKLE TWINKLE LITTLE STAR

LOGOPACKAGING
Many artists believed and used music as a weapon. They have fought against various corrupt forces and united people together, that's the power of music. We wanted to incorporate that ideology in a subtle way in the packaging design. Thus, the packaging is made to look like a sheath / scabbard that is used to hold a knife / sword. Kids, the future generation of this planet, are the ones we should educate and sharpen their minds and instill good values by making them get into music would have the power to change the world.
USER TEST
APP

UX DESIGN

USER FLOW

WIREFRAMES

CONNECTIBILITY

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Hailing from Berlin (Germany), Rammstein is a 6 piece band who play a genre called "Neue Deutsche Härte" ("New German Hardness").
With 6 albums, 7 DVDs, tons of music videos and other material under their belt, they have as much as 9 Million likes on their Facebook page. They have done more than just making their mark.. they have forged their brand with their highly theatrical fire fueled performances permanently with steel in every fan's memory.

WHAT THEY HAVE:

Rammstein plays the kind of music that has an intensely passionate music loving fan base.. and their online store? Well, they've got stuff ranging from Zippos to Soccer Ball, Bikes to even Dildos! and literally anything in between you can imagine.

WHAT THEY DON'T:

A SET OF RAMMSTEIN BRANDED SOUND SYSTEM!
Simple stuff like Earphones, Headphones, Bluetooth Speakers etc. which their fanbase would use everyday! They're craving for it right now if you ask me! Right there! is the business problem.. which when solved has the potential to fund their next album!

CHALLENGE: DESIGN THE MOST RAMMSTEIN-EST SPEAKERS EVER!

INSPIRATION
One of the most iconic things Rammstein has done throughout their career is have the most dramatic stage performances. Their main element they play around with? FIRE! Probably the only band I know who have used pyrotechnics in all possible ways. Their stage setup would immediately give you vibes of an old abandoned steel factory. It's just perfect.. it's the genius world renowned lighting and production designer Leroy Bennett behind this after all. That's where I drew my inspiration from! Their stage!

Let's give the fans a "portable piece of live experience" of Rammstein.

REFERENCES | 3D WIREFRAMES

PRODUCTS
Visually, the elements from stage have been incorporated in the designing of this new range of product. Sonically, these will be designed specifically to generate the quality of sound that is optimum for the best Rammstein experience. In simpler words, making you hear Rammstein's art exactly how they intended it to.

PRESENTING THE FIRST LINE OF RAMMSTEIN'S LIMITED EDITION PORTABLE SOUND SYSTEM:

EARPHONES

HEADPHONES

BLUETOOTH SPEAKERS

DANKE!

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Don't be a tourist, be an explorer!

Voice Over by the immensely talented 'Caroline Gallalee'.
Everyone's talking about the place you should definitely visit when you're in a particular city. But often times it's the smaller and underrated ones that make up the true essence of a city. The ones that only the localites are familiar with. Their choice of place to chill, their choice of place to have the time of their life and you would be surprised to know that most of the time those aren't the most famous parts of the city. You, as a tourist visiting the city, would completely miss out on this opportunity of discovering something valuable just by exploring a bit. Why trip like everyone else? Why not have a different experience? This is for people who are looking for that 'extra thing' out of their trips. To visit places that are not listed in most of the peoples' itinerary.
It is also an initiative to help promote local places instead of promoting the most visited places a thousand more times. To give them a voice, a platform to express their uniqueness and form a sense of community of such places and to unite them to embrace themselves.
IDENTITY
I wanted to convey the feeling of exploring to lesser known underrated places in a short and easy to remember name. I stumbled upon quite a few good ones before finally settling down on 'Zany Van'. Here are the few good ones that sadly didn't make the cut:

My Eccentric Escape | Tripstronaut | Can't Sit At Home

Van, a vehicle which is fairly large in size and turning it into your eccentric travel buddy who likes going to these underrated places and tagging you along with it seemed perfect but to move forward I had to lay down some characteristic qualities of this character so that we could easily recreate it's tone, language and behavior in any situation, for example, replying back to a fan who tweets to us would be in a tone that is unique to this brand. This is the general idea we run with:

Van Persona = 75% Quirky + 25% Sane
Adventurous | Edgy | Light Hearted

Color
Yellow is a very energetic color and gives the user a feeling of positivity and also being dynamic at the same time. This is also why you would see a lot of fast food brands use this as their primary color to create a sense of restlessness in contrast to fine dine places who choose earthy and soothing tones to help make their customer feel more relaxed.
Cyan, Magenta and Ochre Yellow fall under the triad color scheme which work together to create a sense of balance and harmony to the overall design.
Logo
Since this brand is all about exploring and light attitude, I wanted to reflect this and I found something similar to this.. 'Graffiti' or Street Art! Bull's Eye! Represents Streets and exploring perfectly. That kind of art would definitely reflect the brand if the logo had to be done on those lines. Obviously the final version wasn't achieved in the first go and I had my book filled with endless sketches of different versions of it. Take a look:

References | Initial Sketches | Variations

Final Version

Although it had to be very casual and look like hand drawn I wanted to make sure it still looked toned-down and balanced version of the above shown over-the-top crazy street art. This was achieved through golden ratio and designing it as per the proportions of it. Worked out pretty well. Good Call. *pats himself on the back*
Mascot
The mascot is the most crucial aspect of this brand as most of interaction with the user will be happen through this character. So for the users to immerse into this zany world the character had to be super-edgy in it's look and feel. Again, human aspect had to be taken one step further and that was achieved by making it according to the proportions of the golden ratio.

References | Proportions

Final Version

Symbol
This small button which has to the part where users engage the most because this had to represent van in a way that doesn't look like a van. So I designed the symbol in a way that would achieve multiple things at once: It looks like the top part of the van in a way that it also looked like the scroll button thereby making it your ultimate tour guide throughout your experience.
Keeping the human aspect consistent throughout the visual design identity, this too was designed according to the golden ratio.
IconS
Golden ratio was incorporated down to the smallest design elements that is the icons. It plays an important role in the design of a brand giving a complete consistent look.
UX / UI Design
The experience of the brand had to be designed in a unique way which incorporates our character and also makes the user engage with it constantly throughout the experience right from the start to the finding the end result. This would automatically make the user want to engage more thereby exploring more which is our primary goal.
The primary function of the van becomes your tour guide throughout the experience and comments on places of your search result. Another function is that it also acts the scroll bar.The search results are the largest in proportion to any other thing on the page suggesting that it's the most important part of the page.It also has huge pictures of the venue to give you a hint of what the place looks like.
As soon as you click on your choice of the place, it displays videos, 360 pictures, blogs and even comments by people visiting the place.
And now ladies and gentlemen,
this one of a kind species from Navi Mumbai, India was recently spotted in Richmond, USA.

DHEERAJ GOVINDRAJU

(DHEE-ruj GOH-vind-rah-joo)
DIGITAL CREATIVE
The only information we have on him is after completing his bachelors degree in engineering and spending 2 years working in the advertising industry, he felt the need to step up his game by merging the sensibilities of these two diverse fields.
Loud, unnecessarily overdramatic by nature.. he usually feeds on any kind of creative content but the hunger we're talking about here is unusual.
Insatiable to be precise.
Which is why you would always find him on the hunt for his next creative venture in this big digital world. When he's not hunting, he prefers to spend most of his time learning new things that would help in executing his creative ideas.
RESUME
+1 (804) 873 0570
dheerajdoestheamaze@gmail.com
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GOPRO VIDEO SELFIE TOUR

During vacations, Dheeraj migrates to places he has never been before along with his GoPro and selfie stick. He then randomly starts recording stuff from the tour. Sometimes he takes those videos and stitches them together and adds music to it. It's magical you know.. you should try it!
For more videos:
Over the years, Dheeraj has worked across multiple platforms and softwares to create various kinds of visuals and experiences. Here are few. More to follow soon.
Dheeraj is also the Vocalist / Lyricist / Designer of a Mumbai based Groove Death Metal band 'Wired Anxiety'.
The band was formed in 2010 and since then they have released 2 albums.
Currently, they are in the writing process of their latest record.

#1 BEST METAL RELEASE 2016 IN

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