When we say Mum’s the word… we don’t mean silence… we mean the only creature in the world who has celestial authority (literally) to breathe down our necks while giving us a bear hug — Yes we mean our Mothers. That very Mum has been the word at Artifact, for the last few weeks, because we’ve been busily creating sketches and illustrations and mock-ups and sleeves and prototypes and whatnots for Mother’s Day! … and beyond.

Well it all started when Amazon India wanted to launch a series of products to celebrate events in our lives that go beyond birthdays and anniversaries. We found each other (Amazon and us) and our ideas clicked. They identified that these events will be depicted via reusable Amazon Gift Cards and in the form of bookmarks and magnets and even memorabilia like photo frames etc. The requirement was for a purely graphic design based delivery which grew into including packaging design, product prototyping, manufacturing and delivery as well. The strategy we used, was to highlight the joy and comfort in celebrating these events through Illustrations that have lazy strokes to make it look easy and pleasant.

At the very beginning, before the Mother’s Day frenzy could set in, Amazon appreciated us for the excellent speed and design quality and added on the World Book Day event to our kitty. We put the mummy sketches on hold, just to get lost in the dreamy world of books and came up with these bookmarks. Amazon’s internal team got together and asked us to give them the complete package… and so we made sleeves…

Our production and delivery team had barely stopped for a breath when it was time to prepare for the celebration of Motherhood. We spiraled down memory lane and remembered every little thing that our mums did for us and that gave us the title…

From fridge magnets to photo frames and sleeves for the box that carried those frames, we designed manufactured and delivered them all at top speed — including multiple iterations, cross-team approvals, and a number of testing and quality checks! Here’s what they look like…


We love working on these little meaningful events… it gives a sense of purpose in life and celebrating these with loved ones is one thing, but celebrating them with our work folks is a chance that not many get… That is the wonderful world of designers… we celebrate everything with our work — from bookmarks to products, experiences, UX and even buildings!

Dear Dads, we’ve not forgotten you. Keep peeping into this space to see what we cooked up for Father’s Day…