Fevicol Design Ideas has been in circulation since the 1990s, distributed free to tens of thousands of carpenters and contractors across India. By 2022, it had a distribution problem masquerading as a design problem. Content was largely crowdsourced, layouts were dated, and there was no editorial system behind it. The magazine was losing its value as a practical tool.

The brief: turn a for-good magazine into a professional, practical tool carpenters could actually work from.

What we changed

We asked a series of questions:

• How can we elevate the content without expensive photoshoots? Photorealistic 3D renders — higher quality output at lower logistical cost.
• How can we bring in variety instead of the same wood/gold/beige? Four themes per issue, tying rooms into cohesive colour palettes.
• Is it meant to be useful or just inspiring? Why not both? A laminate library with actual brand names gave carpenters something to directly specify. Line drawings and close-up shots showed operating mechanisms in detail.
• Does it work across India? Visuals kept region-agnostic, relevant to urban and semi-urban homes alike.

How we worked

We studied an extensive image bank collated by Fevicol from carpenters across India, alongside the latest interior design trends. This informed our 3D interior design and 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’s something we’re proud of.

Role: Creative Direction, 3D Interior Art Direction & Rendering, Content Structure, Editorial Design, Copywriting

2022–2025