Umbrella has added a new name to its list of clients – Pidilite Industries. Umbrella will be working with Pidilite for design direction on a retainer basis. Pidilite has over 200 brands like Fevicol, Fevicryl and Dr Fixit, catering to different target groups like professional artists, students, housewives, craftsmen, etc.
Supriya Kulkarni, Design Director, Umbrella, said, “I’ve been associated with Pidilite Industries for almost three years now. Naturally, this has resulted in better understanding of the company and the diverse products that it has to offer. This proves to be a huge advantage while working on the account.”
Explaining her choice of Umbrella, Pooja Tandon, Design Manager, Pidilite, said, “Our product range includes adhesives, sealants, paints, construction chemicals, fabric care, art and stationery. Therefore, it is quite a challenging design assignment. Each category needs to be approached and treated differently. This is where Umbrella proves to be a valuable asset. Working with Umbrella, we have realised that not only are they experts when it comes to design, but they also have a good understanding of our diverse consumer base. They provide great design solutions for print and production, packaging and space design.”
Kulkarni added, “Pidilite gives us a real wide canvas to work on. We design for local carpenters on one hand, and an international audience on the other.”
This outsourcing of the corporate design development confirms the trend that clients are seeking out – specialised outfits for specific requirements.
Umbrella had recently revamped the corporate identity of Kalyani and Reliance Industries. Clients seem to share a certain comfort level when they have design specialists working on their corporate design requirements.