Tata Imagination Challenge
A brand refresh for Tata Imagination Challenge - India's largest idea competition now in it's 6th year.
SERVICE
Brand Identity
ROLE
Creation of the Brand Identity
Background
Tata Imagination Challenge was launched in 2020 to create a space where all ideas are welcome. Designed to kindle the imagination of anyone who wishes to make a positive impact, the annual competition is open to all college and post-graduate students across India as well as all Tata employees worldwide.
I built a fresh brand identity for them.
The concept
The Tata Imagination Challenge is an idea competition that celebrates creative thinking. Every idea begins as a single thought — simple, unformed. Over time, that thought grows, changes, and connects with others. It becomes something bigger.
To reflect this, the identity is built around some of humanity’s most iconic inventions — the spring, the gear, the circle, the spark. Each one is broken down into simple shapes, reminding us that even the most powerful ideas start small.
The logo captures how imagination works — shifting, evolving, always in motion. It’s not fixed, but fluid, just like the ideas it represents.
A bright, energetic colour palette and friendly, distinctive typography make the brand feel fresh and approachable. The tone of voice is playful but smart — speaking to young thinkers who are ready to explore, build, and create.
This is a brand built for ideas in motion.
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