What did I do in my internship?
I completed my 3-month internship at Scarecrow M&C Saatchi Ltd, working on a Punjab culture project for Reliance Jewels. We created a complete campaign for Reliance Jewels, inspired by Punjab's rich culture. This included researching traditions, designing jewelry that reflects its essence, exploring typography, curating music and videos, and crafting a cohesive visual identity. Our aim was to authentically capture Punjab’s spirit in a visually captivating way, blending cultural storytelling with innovative design.
Internship
A jewellery campaign from scratch on punjab culture
Areas I worked in
1. Indepth research about Punjab
2. Iconography and tracing
3. Typography
4. Jewellery design
5. Music for the campaign
Historic timeline
Get to know about Punjab?
Areas of research
Culture
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Communities
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Language script & literature
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Festival
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Music
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Dance
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Rituals
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Cuisine
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Religion & symbol
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Art
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Craft
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Textile
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Jewellery
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Attire
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Pottery
Art &
Craft
Architecture
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Indus Valley Civilization
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Classical Age
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Mughal Period
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Sikh Period
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British Raj
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Post Independence
Geography
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Flora
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Fauna
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State Symbols
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Agriculture
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Major rivers
Research
Iconography Tracing
Iconography holds all the elements that showcase Punjab and its culture. These symbols tell the story of tradition, identity, and community, reflecting the vibrancy of Punjab’s heritage. Through carefully crafted designs, each icon brings a piece of the region’s spirit to life, connecting the past with the present.
Typography
The typography explorations were inspired by Punjab’s culture, using traditional iconography elements. This mix of cultural symbols and modern design created typography that feels both authentic and visually appealing. The result is a blend of heritage and contemporary style.
Elements
Typography exploration
Jewellery Design
The jewelry designs were crafted from scratch, beginning with Illustrator and later transformed into 3D using AI. Each element was inspired by detailed iconography, bringing cultural significance to life. The process seamlessly blended traditional motifs with modern technology, resulting in a unique fusion of artistry and innovation.
