Art As A Tool For Corporate Communication And Subtle Branding

We heard that walls have ears, but have you ever heard that they could speak too? What if I said, yes, walls can speak? Would you believe if I said, walls can communicate and deliver a message? So let me tell you how.

Communication Branding through Art

Communication is critical to any organisation. It is a widely used tool for engaging and carrying forward the brand message. One single powerful visual can convey what mere words cannot do. From a visual depiction of organisations goals to an artistic rendition of the vision statement, art can be used to send a core message home in more than one way. Yes, walls can communicate and art on walls can be used effectively for doing so.

I have been creating subtle branding for spaces through custom designed wall murals, ceiling installations, and sculptures for corporates and institutions for over a decade and these customised creations have helped walls and spaces to come alive and convey a strong message.

Whether it is exterior large-scale murals, or rightly placed impactful small creations within reception lobbies; artistic creations can beautifully dress spaces from the most utilitarian to the most aesthetic. We love telling stories!

The Founder's Wall

One such characteristic artwork was created for the corporate office of the Manipal Education and Medical Group, Bangalore titled, “The Founder’s Wall”. The late Dr T.M.A Pai, Founder, Manipal Education and Medical Group transformed Manipal into a vibrant University township and center of learning. The hospitals and institutions embody his dreams, zeal, dedication, and energy. In the words of the company, “his spirit is still alive and - it is the spirit of Manipal”.

10,000 tiny metallic disks, array into a spectacular kinetic artwork which flutters with the slightest of movement from the AC breeze bringing alive the spirit of Dr Pai.


The Founders Wall

This sentiment has led to the creation of an artwork that embodies the essence of the Manipal group. What appears to be an abstract work, formed by tiny circles slowly emerges as you move away from the walls as the portrait of Late Dr T.M.A Pai himself. 10,000 tiny metallic disks, array into a spectacular kinetic artwork which flutters with the slightest of movement from the AC breeze bringing alive the spirit of Dr Pai.

Art is effectively used here to unfold the brand story, create an impact, and remain as a memory hook of the space itself!

Aerospace and creativity

Another artwork on a blank wall that effectively tells a story is one designed for the management academy at HAL is “Aerospace and creativity”. The artwork on the wall of the external facade of the training block at HAL has been designed to communicate the theme of Creativity and Aerospace.

Here the abstract geometric forms, the birds, the star all represent the seemingly disconnected ideas, which take shape into the aircraft developed at HAL.

As we know creativity can’t be seen and the creative process is described as the act of making new connections between old ideas. Thus, we can say creative thinking is the task of recognizing new relationships between the concepts. This artwork is a visual depiction of this theme.


Aerospace & Creativity

The concepts which are rigid and seemingly fixed (shown here as the solid central core) break away and open up in a creative mind, floating and making newer connections transforming into new concepts unseen before. Here the abstract geometric forms, the birds, the star all represent the seemingly disconnected ideas, which take shape into the aircraft developed at HAL.

When you look closely you see the “Ganda Berunda “or the 2 headed bird which is the symbol of the erstwhile Mysore State which patronized and paved the way for setting up HAL in Bangalore with a generous grant. The artwork from afar is like a mandala and is a metaphor for the moment of reason, and clarity, which emerges when a seemingly eccentric idea takes concrete shape. The aircrafts taking off in different directions indicate the breaking of boundaries. 

 The Road to Success

Art on walls can be used to create a powerful impact on the subconscious mind as well. I have designed one such artwork for the prestigious Indian School of Business “The road to success” This mural was designed as a message to the students who graduate from the premier institution and get placed across the globe in positions where they can bring in a change to the environments that they are in.


The road to success.

The artwork says that the journey or the path to the top may not always be linear (depicted as broken curves in the center). But if we align ourselves to our environment at every step (by the vertical and horizontal stripes at each level), if we break out of conventions, allow creativity to flow, nurture our passion, look beyond, smell every flower along the way, reach out, reach within, respect diversity, success is a given!.

The artwork says that if we break out of conventions, allow creativity to flow, nurture our passion, look beyond, smell every flower along the way, reach out, reach within, respect diversity, success is a given!.

What really matters is what we do along the way and will be measured by what one gives and pays forward.

My entire journey for the past decade has been to custom design art, which can uplift, educate, enhance, and engage!  A unique offering for our clients like no other! We call it corporate communications through art!

About the Author

 MadhuChandrika, Founder Director, Earthen Symphony Design Studio’s work, driven by a passion to create decorative art, are renditions that have been transforming corporate, institutional, business, and private spaces since 1995. An alumna of Chitrakala Parishath – College of Fine Arts, her art installations inspire awe through scale and form. She has completed several prestigious commissions for reputed institutions across the country such as ISB- Mohali, L&T – Bangalore, UPES – Dehradun, Manipal Hospitals Bangalore/ Jaipur/ Delhi/ Mangalore among the many more. In addition, MadhuChandrika also designs for Earthen Symphony — an exclusive range of decorative art. 

Also read- Impact of Interior on human psyche- Lockdown special!

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