Kroordarshan

Visual Identity and Branding

Client: Kroordarshan, Ramit Verma

About Kroordarshan

Kroordarshan is a satirical youtube channel that analyses Indian news media through data and memes on social media. Through its amusing and tongue in cheek content, the channel posts in-depth analysis videos and crowdsourced videos about the Indian news ecosystem.

Videos are created by curating content of prime time debates from legacy news channels like Aaj Tak, News Nation, Zee News amongst others. Through humour and satire, Kroordarshan explores the declining quality of tv news. The videos demonstrate instances of the rampant misinformation, biased reportage, and polarisation along the lines of caste, creed and religion by prime time news anchors.

I was approached by Ramit, the founder, to work on the identity and rebranding for Kroordarshan.

Understanding the landscape

I conducted a workshop with participants among our target audience to try and understand their attitudes, behaviours and thoughts about the news. This was necessary to understand how to position the tone, voice, look and feel of the brand.

Simultaneously, I also conducted a discovery workshop with the creator, Ramit, to understand his vision for the brand.

Insights

A younger population is more likely to resonate with kroordarshan’s content, and act as a bridge between the channel and their parents’ generation who have always relied on TV news as their main source of information.

With the proliferations of smart phones and widespread internet connections by people of all backgrounds, all news is now consumed on smartphones.

A younger population thinks that it is necessary to keep up with the news, but also feel dejected and hopeless about the state of affairs.

TV news competes with other forms of entertainment like OTT platforms and gaming, hence requiring to create content that is sensational and emotive to keep audiences hooked.

BRAND PURPOSE

To empower the youth with a new lens to news criticism by using the tools of humour and satire.

Visual Identity

Logo

I took inspiration from the already designed logo to derive a typeface version that incorporated the values of playfulness and quirkiness, but also depicted the anger and helplessness felt by the youth when consuming the news.

Collages and postcards

I experimented with playful and crowded collages made from black and white archival footage and footage from the news for their social media page that represented the chaos and multiplicity of voices and opinions in the news.