Raya

Raya is a luxury real estate and furniture brand established in 1965 in Mysore, India.

The project was an outcome of a collaborative Branding course. The brief was to design interventions to enhance customer experience during the handover ceremony* of one of the projects under the brand. My role was to design an overarching system that pulls all design interventions together.

*Handover Ceremony is the last stage of any home build or big renovation project. It's the point at which: you officially take ownership of the house.

AWARDS & RECOGNITION

★ Featured on Behance (Graphic Design)

★ Featured on Design Ideas

Brand Design, Publication Design
2015; 3 months

Research + Immersion

Researched and immersed in the Bangalore-based real estate market through advertisements, classifieds, and websites to understand trends and tone of voice. Analyzed handover experiences, including a customer journey map from trigger point to the handover ceremony.

Ideation + Development

We used the insights to develop the brand, conducting a customer survey to understand our target audience better. The branding process included developing a name, history, vision, mission, and values, and fleshing out the brand's project development, Raya Sapphire, based on identified areas of engagement from the customer journey map.

Execution

The execution phase involved working on 4 identity system concepts and selecting the Topography route, which represented the geographic mapping and customization offered by Raya's projects. The final deliverable was a comprehensive brand manual with all branding elements, stationery, and collaterals.

The organic flow of lines of the topography represents the finesse of Raya's craftsmanship and the organic expansion of their business.

The tree bark pattern of the topography represents lineage. Like a thumbprint, each terrain is unique, which is characteristic of the multi-layered customization Raya provides to clients enabling them to define their own idea of luxury.