Fevicol Design Ideas has been in circulation since the 1990s: a magazine distributed free to tens of thousands of carpenters and contractors across India, inspiring them with furniture and interior ideas. When it came to us in 2022, it had barely evolved. Content was largely crowdsourced, layouts were dated, and there was no editorial system behind it.

The brief was to revamp the print magazine and bring it into a new era. We revamped three.

What we changed

We asked a series of questions:

• How can we elevate the content? Photorealistic 3D renders to replace restrictive and expensive photoshoots.
• How can we bring in variety instead of the same old wood/gold/beige? Four themes per book, tying rooms into cohesive colour palettes. for homes
• Is it meant to be useful or just inspiring? Why not both? A laminate library with actual laminate + brand names gave carpenters something to directly specify. Line drawings and close-up shots showed operating mechanisms in detail.
• Does it work for our audiences? We kept the visuals region-agnostic, relevant to urban and semi-urban India.

How we worked

We studied an extensive image bank collated by Fevicol from carpenters across India + studied latest interior design trends.

This informed our interior design direction, 3D art direction, publication design, and writing, all of which we handled hands-on across the full production cycle.

Three editions, distributed to over 60,000 contractors across the country.

That is something we’re proud of.

Role: Creative Direction, 3D Interior Art Direction & Production, Content Curation, Publication Design, Writing

Duration: 2022–2025