Rebranding & Corporate Identity Overhaul -
Maharashtra Tourism Development Corporation
Overview:
As the project lead, I spearheaded the comprehensive rebranding of the Maharashtra Tourism Development Corporation (MTDC), a prominent 47-year-old public-sector tourism organization that had not undergone any significant brand updates since its inception. The project aimed to modernize MTDC’s corporate identity, strategically positioning it to attract broader customer segments, rejuvenate its public perception, and enhance overall customer engagement.
Leveraging design thinking methods—including empathy-driven research, co-creation, iterative prototyping, and extensive stakeholder feedback—we revitalized MTDC’s brand and delivered a cohesive, customer-centric communication strategy across multiple platforms.
Role & Responsibilities:
Strategic Brand Leadership & Mentorship
Directed the entire rebranding exercise, guiding a team of five design students in developing a comprehensive brand manual that established clear visual guidelines and narrative cohesion.
Mentored and collaborated closely with a team of twelve interns, nurturing their professional growth while guiding the design and development of MTDC’s digital and physical assets, including website interfaces, customer interaction forms, signage, restaurant menus, and other critical brand touchpoints.
Design Thinking & Co-Creation
Facilitated empathy-mapping exercises and customer-journey workshops, generating insights that informed brand positioning and design decisions to better resonate with target audiences.
Conducted iterative prototyping and continuous user testing of brand assets, ensuring usability, consistency, and relevance across customer interactions.
Multichannel Communications Execution
Designed, led, and executed a comprehensive year-long communications campaign encompassing both online and out-of-home channels, ensuring consistent and impactful brand messaging.
Strategically managed the creative development and placement of marketing collateral, resulting in enhanced visibility and greater consumer awareness.
Impact:
Successfully repositioned MTDC as a modern, customer-oriented tourism organization, significantly enhancing its public perception and brand recognition.
Streamlined customer interactions and improved overall user experience across multiple touchpoints, facilitating higher customer engagement and satisfaction.
Created lasting capacity-building impacts by mentoring young designers and interns, preparing them for professional excellence in strategic branding and design execution.
Signages
Menu Card + Forms
Individual ~15 page menus created for 30 restaurants across the state, each featuring cuisine information & illustrations of specialty dishes from that region
Website
Co-designed with an external agency
Social Media
