Criss Cross is a video-based media company that brings history and conflict to life in a contemporary, kid-centered way. Targeting youth between the ages of 11 and 14, Criss Cross uses a bold visual language, comedy, and humor to engage its young audience. Criss Cross was designed to launch in India with its initial content focussed on the India-Pakistan Partition. The content portfolio would grow to include other conflicts in South Asia and eventually international subjects such as the Israel-Palestine conflict, the refugee crisis, the civil war in Syria and the North Korea crisis.

BUSINESS STRATEGY
Criss Cross would be starting from India under the Section 8 Companies Act as a not-for-profit business. We would like to launch it in the first week of July, because in the weeks leading up to Independence Day, there is a lot of media coverage on the history of the Partition of India. We would be taking advantage of all the news coverage and general excitement. The total budget for phase 1 would be funded through CSR (Corporate Social Responsibility), sponsorships, grants and advertising on YouTube.
The limitless color combinations of the logo.
Preteens and teenagers tend to scribble on the covers of their books and notebooks. They scribble their names, the course name, amongst other things. The logo was inspired by scribbles I found on my middle school textbooks. The logo is ever changing, and takes on a range of different colors that reflect an array of personalities. In certain applications where the logo stands alone, it still exhibits the spirit of the brand.
History is an arrangement of events that occur over time across religion, caste, color, race, money and territory and always have a common thread running through, an intersection of common points, if you will. While the phrase crisscross means an intersection of lines or paths with a common point, the venture Criss Cross is this intersection or system that honors our commonalities as humanity and collective mission.
Since the content of the videos touch upon serious and complex topics, told through a light-hearted, humorous manner, the design direction of the brand looks comical and tongue-in-cheek tapping into a young person's natural nature, which tends to be optimistic and confident. 

The photo-montage concept was inspired by a combination of Aleksander Rodchenko’s work and Terry Gilliam’s Monty Python. Constructivism and photo-montage retains a sense of urgency and dynamism. This direction allows the usage of real vintage, black and white photographs to come out of the old and dusty libraries with bold, colorful graphics. Another inspiration for the design direction was the opening animated sequence of Monty Python, a British surreal comedy group who created their sketch comedy show Monty Python's Flying Circus. The Pythons'influence on comedy has been compared to the Beatles' influence on music.
Four strategies were developed to bring in users. The first, through Criss Cross’s own social media channels as well as the local creative celebrities to work with to create the material.
A cultural immersion week was developed where students could dive deeper into the history of the culture by participating in hands-on activities related to the country of conflict. A peer-to-peer model was developed where students would be singled out so as to serve as ambassadors who show keen interest in the subject to help spread the word through their school network. 

This would go on to develop an emoji pack, a digital newsletter and swag.
An overview of the the first digital newsletter.
See the current videos on the Criss Cross YouTube page. Sign up here for more details!

This project was done as part of my graduate thesis work, in the MFA Design program at School of Visual Arts, NY. 
CREDIT: All animations were done by Vedanti Sikka, the voiceover was by Carlo Cruz and the comedian on board was Kaavya Bector.
Criss Cross
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Criss Cross

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