I am an

Integrator
 Brand Media Technology Creativity Culture (with) Consumer

iintegrate to create conversation & experience

 Academic
With self belief & exposure in the
Imaginative & Creative ideas field of business & Equipped to
passion to
unrestrictive that solve the communication communicate in
deliver engaging
nature blended brand problem & management. the language of
& entertaining
with inspiration add value to the And, practical the creatives,
content... I am
from diverse consumers is my exposure in brand managers,
contagiously
perspectives mantra building strong technologist
optimistic
brands

Creative Ideas Strategic Integrity Optimism Inside-out Perspective Multi-lingual

pillars to strengthen my integration

m

hello
I am Anish Shah; I am graduating from the VCU Brandcenter as a Creative Brand Manager. I am
intrigued by the ever evolving communication modes and how they affect our behavior.
Behavior. I study it and attempt to change it, mostly in favor of the brand. Brand. I think that
only the relevant survives! Be relevant, be remarkable & add value in the lives of the consumers.

Consumers. They are not the same and don’t conveniently fall into pre-determined buckets. And
they have changed the way they consume media. Media. Consumer generated content and
platforms emerged in the last few years changing the way we advertisers think, communicate
and generate conversations. Conversations. I try my best to start an honest & contagious
conversation through brand experience on every project I work on.
 Draft FCB | Account Executive
Jun06 - Jul07 | Mumbai, India

Hamilton Beach | Consumer Marketing Internship

Jan09 - Present | Richmond, VA VCU Recreational Sports | Freelance
Dec08 - Present | Richmond, VA

Sportz Interactive
May05-July05 | Mumbai, India
Mt. Calvary Cemetery | Freelance
Dec08 - Present | Richmond, VA

practiced integration at work

i am
prompt in wake of uncertainties; and contain ability to have a
plan 'B', ‘C’ & even ‘D’ ready. An evolution; adding myriad
experiences on the way… and asking "What's next?"

geared for all terrain

i strive to be a

a term that the Wall Street Journal coined to describe a

person who brings together strengths in marketing,
technology and social interaction.

Marketing Technopologist

geared for all terrain

source: http://tinyurl.com/sourceWSJ
Goal: To build brand awareness & affinity towards GEICO amongst the adults aged 21-30.
Opportunity: With GEICO’s long-standing equity as the approachable, witty, sensible company
that took fear out of car insurance, GEICO can be that trusted friend our target needs.
Solution: For young drivers, GEICO provides an affordable bridge to adulthood, so they can
feel confident in their journey.

Problem: Toys R Us has been losing sales to Wal-mart & Target. Culture to play with toys is eroding
rapidly thanks to thanks to jet-set parents, cyber playgrounds & overly structured schedules.
Insight: Parents constantly seek guidance to catch up with ‘perfect parents’. They feel apologetic
about bringing kids in most public places. Solution: Create more hands-on & playful environment
where parents don’t have to be apologetic for having kids. Position Toys R Us as a destination to
nurture a child’s natural instinct to play.

Problem: SIGG has lost its differentiator. Being eco-friendly has almost become a
compulsion to survive, thanks to growing concern about plastic hazards. Insight: Tap
water is everything for a reusable water bottle. Solution: Break the clutter; encourage
people to ‘drink tap water’. Create a distinction by positioning SIGG as a tool for ‘stylish
environmental commitment’.

projects to create interaction & experience

Problem: ESPN’s pursuit to grow viewership is igniting negative perception of authenticity
amongst the core followers in the action sports community. Insight: Core followers think
XGames has become very commercialized & lost connection with the true action sports
athletes nor do they have any involvement in local action sports community. Solution: Build a
new companion brand for X – ‘Faction’. Why? To cultivate a community that X currently
cannot reach, liberate X to justify its role as the face of action sports to the masses & create a
24/7/365 existence for X

the Jane Goodall Institute

Goal: Build a legacy for Jane Goodall that is a true reflection of her essence. And in a way
leverage the legacy to expand awareness of Dr. Goodall and her work to broader consumer set.
Insight: There are more pressing issues than saving Chimps; it’s hardly on people’s radar.
Solution: Position Dr. Goodall as the “leader of co-existence movement”. Because she
empowers people to “improve the environment for all living things”.

Other Brands Worked on:

Electric Motorcycle

and this is not even a tip of the ice-berg

 My Digital Whiteboard
Wordpress
My Idea Lab
Edited Memories Tumblr
Flickr

My Vibopedia
Net Vibes

BreadCrumbz
Tumblr
Interface.Anish
Facebook

Anishvshah
Twitter Anishvshah
Anish Shah Digg
LinkedIn

AnishShah
Carbonmade

i belong to various digital tribes

 Blogger
Innovator

Marketing freelance

Ping-pong Budding
Skateboarder

Food enthusiast
Digital explorer

Passionate
Formula-1 fan Interior Designer photographer

Insight-miner

interests expand my imagination

inventive
‘My Idea Lab’ is my imaginary design shop that gives me
a platform to satisfy myself as an innovator. This acts as a
stimuli to my creative energy & also hones my skills as a
well grounded individual.

that s me

geared for all terrain

 Introduction How will this work?
Targeted towards the young iPhone users to enable
them express their feelings through Hallmark
greetings cards. This app challenges the conventional
wisdom, brings the best of two worlds right on this
mobile platform! a b c d

Key Features a. You design a card of your choice for a friend

b. Using the iPhone you place an order to send
Snail Mail:
Hallmark

the card via ‘Snail Mail’

The highlight of this app is
convenience! For a nominal
Hallmark amount, you can opt to send a
‘paper greeting card’ right from
your iPhone.
iPhone App for Hallmark
c. Your design & mailing information reaches the
Hallmark for order processing, Once the order
is processed as per your requirement
d. Paper Card reaches the recipient!

Basis of the idea
“E-cards are impersonal, paper
cards are not. E-cards are
convenient, paper cards are
not”
This integration of Hallmark
with iPhone medium makes
paper cards- personal &
convenient!
* ‘Snail Mail’ feature cannot be used with Audio & Video
# iPhone users are more likely to be men
Personalize:
•Choose from the template
•Design your own card
•Add your personal photographs,
message, audio & even video*
Handwriting tool:
•Use your handwriting
•Choose from various handwriting
fonts
Gifts:
•Select from a range of gifts items
•Customize your message & order!
Industry
•The market will continue expanding during
2008-10 at about 6-8% annually.
•More than 90% of all U.S. households buy
greeting cards.
Target: The iPhone User
•Male (primary), Female (secondary)#
•Aged 25-34
•Earn more that $100,000
•Have a college degree
Insights
This target segment is statistically most likely to
be comfortable with technology and electronic
communications.
They agree that electronic messages are too
impersonal for the type of feeling they wish to
evoke from greeting cards.
Bubble Wrap Stimulator
Popping the bubbles has a cathartic effect. The point of popping bubble wrap is to pop all the bubbles. The satisfaction of
knowing you are powerful against the weak plastic wrapping that cannot do anything against your torturous fingers. The
achievement of expelling the trapped air in every single little pocket provides a psychological relief & a feeling of rejuvenation

Complement to Bubble Wrap… is coffee, we drink coffee for its taste and the caffeine jolt. Not necessarily used only during
stress, but it keeps us going. A New research is shedding light on the benefits of coffee aroma! According to a recent study,
scent of coffee beans may stir your brain & give you the jolt needed to shake off sleep.

How will this work?

Air Pockets with ‘Strong Coffee Aroma’
Concept
A bubble wrap with the air pockets filled with strong
coffee aroma. The moment you ‘pop’ the air pockets, the
aroma of coffee is released instantaneously to help you
loosen up your stress or shake you off sleep!

a. Scenario
Bubble Wrap Stimulator You’re sitting in the office, stressed with how the week
has gone. Stress or high dosage of caffeine may have left
you sleep deprived. Just pull out a small sheet of ‘Bubble
P !! Wrap Stimulator’ from the cool refillable container it
PO comes with.

b. Opportunities for extension

This idea is specifically catered towards adults with
stressful lifestyle. But, similar concept can be extended
‘Coffee Aroma’ towards various segments of population by adding cool
aromas of flower, fruits, etc.

c.
 Open (when in use)
Close
Concept
A desktop juicer that provides
access to nutrition and natural
energy in an on the go, afternoon
snack—appropriate for desktops,
college dorm rooms, or wherever
you’re on the go to every day,
everywhere.
Desktop Juicer
Product Features
•Compact size
•Simple user interface
•Silent motor
•One-Push cleaning
•Smart storage for accessories
•USB Port
•Four detachable / dishwasher safe parts
•Progressive design backed by highest
quality of materials to suit well with the
on-the-go environment.
a

Consumer Insight Problem b

There is a growing interest in being a
total health individual, but it is difficult
to find the resources to assist this
lifestyle choice.
People drink fresh juice while at
home, but in the afternoon… c
spend money on pasteurized juice
that are not completely healthy.
d

Material
Highly recyclable anodized aluminum,
Rubber base on the bottom for a firm
grip, Compact two-way motion, Low
power consumption motor, Tough
polycarbonate removable accessories-
funnel, Water resistant LED screen,
etc
Legend
a. Fruit funnel b. Fruit slicer c.
Fruit squeezer d. Pulp extraction e
container e/f. Storage drawer for f
accessories g. Space for functional
& aesthetics purpose h. Base with g
digital clock

h
A widget for your cellphone provider

Triggers
•It is always a hassle to visit at&t website to check my account info.
•I lost my cell phone & gone with the wind were my valuable contacts.
•Remembering the bill date is not my cup of tea. I set up reminders in i-cal, on my mobile, i also have a post-it on my desktop.

Concept
A desktop widget by at&t (can be developed by any network
provider) that enables you to sync your cellphone account from
the at&t website to this widget. This widget effortlessly keeps
you updated about your minute / data usage. My widget will
come equipped with “Live Chat”, “Phone book” & “Payment
Reminder”.

•Live Chat: Customer service right at your desktop!

•Phone book: Allows you to sync your contact list directly
into this widget!
•Payment reminder: Option to set payment reminders
check your phone usage
sign in

click arrow for more options click on customer service for live chat click on address book to sync your cellphone
contact numbers
 Hand-held Mini Juicer
Fruit juice is best when freshly squeezed. It gives you a much greater supply of antioxidants, vitamin C, and other nutrients.
Freshly squeezed juice tastes better too. But, if you don’t have the time to squeeze your own fresh fruit juice, you can buy
canned fruit juice. The canning process destroys many of the vitamins that make the juice healthy in the first place. You
drink canned fruit juice thinking that they are drinking a healthier option. But, you don’t realize that in the hard economic
condition you are giving away your hard earned money for a product that is pasteurized!
Concept
Hand-held Mini Juicer A new product innovation that enables fresh intake of fruit juice
(a) Lid with fruit slicer without wasting any time! A ready to go! Battery powered Mini juicer
(b) Juice Processor Sound Insulated
with USB Port & regular AC Adapter as attachments. Make juice
high quality #5 polypropylene plastic anywhere you want, any time you want.
(safe & non-leaching)

Target
(c) USB Port, & juice outlet. For the time starved, health minded people on the go! These are the
(e) High quality
people who understand the meaning of healthy drinking & realize the
stainless steel importance of fresh fruit in their daily food intake.
(vacuum insulated)

transparent
(d) Stealth knife cum fruit peeler plastic to
prevent spatter
& clean the
Juice Juice container
(a) (a)
Blade meshed outlet to
Lid prevent pulp to
mix with the juice
USB Port

battery powered Outlet for juice to

cylindrical pipe to enter the mug
lift the lid (c) (c)

Lid with transparent (c) Sectional Elevation of USB Port & nozzles for outlet
plastic to prevent spatter
High quality vacuum
insulated stainless steel
Fruit Slicer
Stealth Pen
Knife cum
Entry for sliced fruits into Sound Insulated high quality (d) (d) fruit peeler
the container #5 polypropylene plastic
(safe & non-leaching)
(d) Elevation of container with stealth knife at the bottom
(a) Sectional Elevation of lid with fruit slicer
 e avshah@vcu.edu

t 804-426-4384

w www.anishvshah.com

contact I d love to answer any questions

 will be
delighted to
hear from you
 Anish V. Shah
Brand Strategist | VCU Brandcenter
www.anishvshah.com