meragra
Celebrating the city, a world destination, green and rich with handicrafts, world heritage sites and a world wonder
The city of AGRA (Uttar Pradesh, India) attracts more than 2.5 million domestic and foreign visitors annually.
To enhance the experience of the visitors and for creating a sense of belonging amongst citizens of India– the Uttar Pradesh government undertook a project to create an identity for this vibrant city.
To enhance the experience of the visitors and for creating a sense of belonging amongst citizens of India– the Uttar Pradesh government undertook a project to create an identity for this vibrant city.
To fuel this intention Meragra was an international design competition, launched to welcome views of the city of Agra.
Meragra was one of the first city branding initiative in India. It was a graphic design competition that welcomed citizens to present their view of the city Agra and talk about its multiple facets not limiting to its history, culture, monuments, industries, food and crafts that constitutes and binds the city together. For the competition, more than 7000 entries were received from all over the globe.
An initiative by
Uttar Pradesh Tourism
Uttar Pradesh Tourism
Jury sponsored by
Embassy of the Kingdom of Netherlands
Embassy of the Kingdom of Netherlands
Knowledge partner
The Design Village
The Design Village
Award
1st Runner up (Above 18 category)
Cash prize of INR 200,000
1st Runner up (Above 18 category)
Cash prize of INR 200,000
The thought process
What to say about the city that has not already been said before?
The process started with understanding the city of Agra; what it is made up of and what does it stand for.
The process started with understanding the city of Agra; what it is made up of and what does it stand for.
Mind mapping the various elements associated with the city, a process that I follow before starting any project.
This gave me a clear understanding of what makes Agra the way it is; what gives it life and character.
The design
Whenever we talk of Agra, Taj Mahal is the thing that comes to our mind; but the city is way beyond that. On one hand it is one of the major tourist hubs of India, flourishing and developing and, on the other hand it is deeply rooted to its culture and heritage.
Keeping all these factors in mind, I drew an analogy between Agra and a banyan tree. Just like the tree the city is deeply rooted to its culture and history and yet it is ever-growing, providing shelter to everyone that comes under it. It holds its diversity together and as one, it is developing in harmony. Also, since it is Agra, we cannot do without Taj.
The illustration was made in a duration of 8 hours that included 3 breaks in total.
Illustrated using a 0.1 mm Rotring Isograph on a 100gsm matt paper.
The motifs and patterns used are directly inspired by the actual wall carvings and motifs at the Taj Mahal, Fatehpur Sikri and other heritage sites. They are also inspired by the handicraft work done by the artisans there.
The design was scanned, cleaned and colored using Adobe Photoshop.
Close-up of the intricate motifs and patterns- dancer and musical instruments depicting the close association of the city with classical music and art.
The motifs depicting windows and door entrance are inspired from the marble work at the Taj Mahal.
The airplane, bag, car and autorikshaw talk about the tourism aspect, whereas the motif formed below along with a peacock depicts the handicraft show ('jooti') industry.
The Felicitation Ceremony
The ceremony involved the unveiling of the branding developed for the city and its logo by Honourabe Chief Minister Uttar Pradesh, Mr. Akhilesh Yadav on February 14, a day that symbolises love globally.
Receiving the award from the Chief Minister of Uttar Pradesh MR. Akhilesh Yadav and the Tourism Minister Mr. Om Prakash Singh.
