Balancing the Retrospective: USISPF Coffee Table Book is India’s Best Design Project 2023

The book, showcasing iconic photographs that celebrate the partnership of two of the world’s most celebrated democracies, India and the U.S., was launched as part of USISPF’s 5^th year anniversary and to mark India’s 75^th year of independence. From politicians and policy makers to cabinet ministers, this book has made waves across the political and economic corridors of both countries.

Navigating the Complexities of a Bilateral Retrospective

Creating a comprehensive retrospective that remains neutral, balanced, and significant is a formidable task, especially when it involves the intricate political, economic, and cultural relations between two major nations like the United States and India. The team behind this ambitious project faced several challenges. First, it was crucial to stay neutral throughout the entirety of the retrospective. This neutrality ensured that the book did not lean towards any political biases or agendas, which is essential for maintaining credibility and objectivity. Second, the team needed to ensure that political relations did not overshadow other important aspects of the book. This involved highlighting significant quotes from famous leaders without letting them dominate the narrative. Finally, the team aimed to maintain a balance between the US and India, ensuring no preference was shown to either nation.

Crafting a Thoughtful and Engaging Retrospective

To overcome these challenges, the team implemented several strategic solutions. They opted for crisp copywriting, using simple image captions and contexts to provide clear and concise information about the events depicted in the images. This approach allowed for a straightforward presentation that did not detract from the content’s neutrality.

The book was structured with chapters dedicated to different aspects of the US-India relationship, such as economics, defence, and culture. This segmentation ensured that no single area overshadowed the others, providing a well-rounded view of the bilateral relationship.

The retrospective has garnered appreciation from several prominent figures. This positive reception highlighted the project’s success in presenting a balanced and neutral perspective on US-India relations. The book has played a significant role in repositioning the US-India Strategic Partnership Forum (USISPF), a relatively young organisation, as a Think Tank rather than just a facilitator. This shift has helped further establish the USISPF as a leader in the public policy sphere, enhancing its credibility and influence.

Credit: DesignAnswers LLP