VOTING

These were early days of parentune finding it's true identity, who we are, and who will we stand for. We had reasonable clarity on parents' challenges, 3 actionable insights and 1 watch out after the research with 2000 parents. Have captured that in a story in another article: https://www.dhirubhai.net/pulse/handycam-tripod-nitin-pandey/

We zeroed on to work with a creative talent in another city. Most of my friends found it unusual, but somehow, I have found it enjoyable and learningful to work with top talent independent of their location, till they are able to understand parentune's vision, ethos and goals. It started with a carefully crafted brief.

So here we were......ready with the thought through and carefully crafted brief, with tons of details and layers to follow on demand: mainly when the creative talent asked for it. Here's how the brief looked like-

"shall signify a proparent community, a virtual support for parents, empowering parents to do more for their child, should be doodlable (easy to doodle), endearing & warm like a parent-child bond"

The Creative talent had a couple of discussions and a few days before coming up with a few options. Once he shared all of the, he called and said, "Go through and tell me which one do you like as per the brief you shared with me." I had some different plans to get back with feedback. I had created a small email group of 50 friends from various backgrounds to send these logo options to seeking their feedback. So, I just did that; I shared the 5 options with them over an email numbering each option and asked them for their preference as per the brief.

Most of them liked #1; it got maximum votes.

Seemed like a straight majority, but then there was another identity - which was there but was not voted the highest. I found that interesting too but then like they say, "Consumer is always right."

I emailed the most voted option to the Creative talent, and just about 5 minutes later, he called and said in a slightly unhappy voice, “Nitin, I think the identity#5 is better, we are doing a mistake. You had asked me to create something which was endearing, easy to remember, doodlable, warm, caring. I think #5 does just that. Please think again!”

“I like this too but the maximum votes are for #1, what to do? I have just emailed you the most voted identity.” and he asked almost the very same moment, “How many of them are parents?” and there I was learning some of my most important lessons, relooking at all the responses. It took me 10 minutes to refine the responses to parents and non-parent friends. Guess what? The most liked option by the non-parent friends was #1 but the most voted by parent-friends was #5.

The first version of the identity didn’t have the “colourless dot”, It is an ode to the unique nature of each parent-child bond.

The "teal" colour is inspired by free flowing clean water, which signifies soothing/calming nature of parentune, and the orange-pink was arrived by adding orange to pink to create a texture closest to the crimson helium lamp, which goes up in the evening sky, giving warmth from a long distance. The words "a pro-parent community" were added to achieve the brief completely. Parentune identity grew over time with each parent using parentune and became synonymous to the endearing and unique parent-child bond, to those beautiful moments of bonding between a parent and their child. We call these parentune moments, those very moments, which inspire us to realize our vision relentlessly every day.