THE MIC


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Furtados started out as a family business 145 years ago. It is a distributor and retailer of imported musical instruments. They take pride in their consumer loyalty and their associations with events, young musicians and music schools. As a part of a course on Systems Thinking & Design I conducted research and developed strategy and design deliverables for Furtados, Pune.

THE CHALLENGE:

HOW CAN FURTADOS SHARE THE STORY OF STRONG RELATIONSHIPS THAT THE COMPANY HAS BUILT OVER THE YEARS TO INCREASE ITS IMPACT AND REACH?

Over four weeks, I developed the concept of an event called The Mic. Through The Mic, people will be able to donate music books, CDs, or instruments to Furtados, who will then refurbish and donate them to the music schools that they are associated with. The Mic gives an opportunity for Furtados to engage with its current and potential consumers and strengthening their association with music schools.


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I conducted on-site research and interviews through which I recognized several design opportunities. Through this process, I found that they have a loyal consumer base and have built strong relationships with their partners, musicians and music schools but have never shared their stories.  They rely heavily on publicity through other brands or places instead of investing in advertising.

 I chose to focus on making their relationships with music schools more visible to their current or potential consumers as a way to increase their impact and reach.


I developed a plan to decide which media could be used for The Mic to reach out to the existing consumers and the target audience of Furtados


The logo was inspired by the form of a performer's mic and designed in colors from Furtados logo to make it look appealing to the youth.


The design for the website for the event.


These banners were designed to be displayed around the store to announce the event.


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These Notes Boards are to be placed in the store to record people's feedback and reactions to the event.


As a token of appreciation and to ensure repeated participation, Furtados would distribute these coupons to each of the participant 

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