Meet Lisa Rath, cofounder and digital design head at Itu Chaudhuri Design an idea led generalist design firm that is known in the Delhi Design Hall of Fame as one of the most intuitive, client focussed boutique design firms in Delhi.
Lisa Rath and Team
Picture your favourite font. What do you see? The shapes and contours that inspire and excite you, or the person who designed it? Let’s say you choose Helvetica. Do you picture the friendly counter of the lowercase a, or the smiling face of Massimo Vignelli, who made it famous?
When we talk about art, we often forget the artist. We forget the number of efforts and brainstorming that goes behind creating that masterpiece. Itu Chaudhuri Design is one such design boutique in Delhi.
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Today we feature a dynamic design thought leader who has been changing the face of good design with every project she acquires and nurtures.
Meet Lisa Rath, cofounder and digital design head at Itu Chaudhuri Design an idea led generalist design firm that is known in the Delhi Design Hall of Fame as one of the most intuitive, client focussed boutique design firms in Delhi.
A 2001 NID Ahmedabad graphic design graduate, Lisa grew as a design thought leader and one of the country’s foremost design directors by building a 360-degree portfolio- something that is a unique feature in the services provided by her venture, Itu Chaudhuri Design.
From clever consumer packaging to newspaper design, identity design and SaaS product design; razor sharp and effective UI-UX to digital art-forms, advisory projects, the firm has been at the helm of all that is fun, effective, efficient, clean and simple in the Indian design space.
Inspired by Paula Scher, one of the most influential graphic designers in the world whose Time Magazine design has been one of the foremost design inspirations of all time, Lisa attacks every idea in the way her inspiration did — cut the clutter, reduce the distractions, simplify the communication.
She defines user experience design as a self-defined term. Design in every discipline caters to a user’s need.
“How to design a hospital experience needs to be thought from a user perspective. Same goes with a site, an app, a package design, anything and everything. Designers have always practised UX without using the term as much as it is used today. But there is no solution, design or otherwise, possible without UX thinking.” Ms. Lisa Rath commented on UX Design
A project that she is extremely proud of bringing to life is the multi-lingual video news app called Editorji. Itu Chaudhuri Design drew the brand’s identity from scratch. Drawing from its friendly name, the app was given a friendly personality with a tech edge.
This face of ‘Editorji’ can subliminally be seen in the app’s icon which is made up of video and AI machine learning symbols. These symbols— play, record, playlist— become the app’s visual vocabulary and its identity at once. The design seeks to own the ‘play’
symbol, extending it through repetition across the app.
The colour palette brings out the technological capabilities of the app. The identity was extended to a tightly defined brand guideline for various applications. Static and moving backdrops, signature typographic palettes, and well exploited colour and graphic palettes make way for a new age video news app— a first in Indian digital news experience.
The signature tune for the brand evokes digital, fast paced news for the new gen, while recalling the familiar sounds of TV news.
Rath also spoke about how they designed animations for interactions in the app (loading, transition, background) to bring a TV news feel to the product. Two-viewing modes were added for better visibility and access— a dark app mode to view videos and audio, and a black on white text mode.
Due to the dynamic nature of news and the promptness with which it needs to be conveyed, we designed a ‘live’ section to promote important updates while highlighting social media shares for more social interactions. This feature was utilised to great effect during the 2019 Cricket World Cup and Lok Sabha Elections.
The app received a warm response from its media peers like Livemint, Hindustan Times, NDTV, and even an appreciative tweet from Amitabh Bachchan (“…I’m enjoying it”). The app also won the Bronze medal in ‘Best UI/UX App’ category at 2019 Digies Awards.
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