DSGNECHO
Crafting Legacy: Designing Meaningful Milestone Mementos
Client
Nishith Desai Associates
Type
Law Firm
Year
2014 - 2016
Tags
Memento Design, Brand Identity,
Recognition Design, Experiential Design
The Project
Design Brief
For over a decade, we've been the in-house design team for Nishith Desai Associates, a globally recognized and award-winning law firm. From print to digital, events to signage, we create a cohesive brand presence that reflects their innovative approach to legal and tax counseling, setting a benchmark for branding in the legal industry.
When HR approached us to create a milestone memento for a senior associate’s 20-year journey at NDA, we were eager to showcase our expertise and bring 3D design into the spotlight.
Our Approach
As a premium law firm that is 'Distinctly Different,' we conceptualized a plaque that is understated yet gives a premium look. The design was kept simple—a premium wood base with silver and gold plating on high-purity copper.
That’s how the first 20-year plaque took shape. For fabrication, we chose 'Ravissant'— a premium metal gifting store based in Mumbai and Delhi.
Seeing the plaque’s success, they wanted similar mementos for 15- and 10-year milestones. We also helped to develop a recognition system that maintained exclusivity beyond the 10-year mark.
For the then-CTO's 15-year milestone, we explored concepts beyond the legal field while still retaining the 'Distinctly Different' feel of the NDA brand. So, we designed a unique tribute—'a larger-than-life computer mouse’ on a wooden platform with a plaque. More than a memento, it reinforced the firm’s identity as an innovator at the intersection of law and technology. Designed for a premium feel, the solid, weighted mouse closely resembled a real one. Its modular structure allowed for seamless customization, making it a standout recognition piece.
The success of the previous concept led to the design of 2 other mementos for senior associate lawyers. This time, we played with concepts within the legal field. Recognizing the pen as a lawyer’s most powerful tool, we transformed it into a symbol of expertise and legacy. For the 10-year memento—shaped like a ‘fountain pen ink nib’, the concept was well received and crafted like the others.
HR proposed a way to motivate newcomers with meaningful recognition, leading to the introduction of mementos for the first and second years—real silver and gold-plated coins symbolizing value and commitment. Expanding the recognition program was a natural next step. We designed intricate ‘mandala coins’ for the first, third, fifth, and seventh-year milestones, each carrying unique significance. The seven-year milestone reinforced a culture of appreciation, marked by a distinctive 24-karat gold-plated coin, while the others featured silver. Each coin was carefully designed to make an impact.
For Pencil Point, this project was a step beyond design—exploring luxury materials and precious metals while maintaining the highest standards of quality and exclusivity, all while strengthening NDA’s internal brand. It built a deeper team connection, with employees personally appreciating the impact. After years with NDA, we’ve evolved into a strategic role—acting as brand auditors, focusing on integrity, consistency, and strict brand adherence while continuing to create.