We believe design connects ideas and people through stories and experiences.

Good design puts
people first.

We are a small but potent team of designers who believe in the power of strategic design. And that good design puts people first. Empathy and rigor, creativity and imagination, craft and context are the cornerstones of our approach, and inform our process and solution.

Two decades and some.
Building partnerships
and bringing value.

For the past 23 years we have worked with these principles, bringing value to people, brands, and communities. Our portfolio spans a diverse clientele, from large infrastructure clients to entrepreneurial start-ups, to non-profits across geographies. From large scale corporate identities to detailed packaging design, our engagements are extensive and varied. But every design solution bespoke, and every narrative unique.

Right and left brain.
Culture and Context.

Our design approach is a rigor based process and the first step is always immersion and then analysis. But along with left brain processes we place great value in intuition and emotion. Decoding of information is as critical to us as is understanding human behavior, cultural memory and emotional triggers. As we believe that culture and context are key to design.

Design connects ideas
and people through
stories and experiences.

The narratives we build are often multi-platform and multi-disciplinary, straddling several categories and industries. They encompass many touchpoints through the user journey, and we like to design and craft all of them. We collaborate with specialists when required, but like to remain in control of voice, content and production.

Our services

Brand Strategy Development
Identity Design Systems – Corporate, Brand, Retail, Packaging
Digital Design and Communication
Editorial and Graphics
Wayfinding and Place Making graphics

Leadership team

Rabia Gupta, Founder

Rabia is one of the pioneers of Strategic Graphic Design in India. A product of Wesleyan University, Georgia, USA and NID, Ahmedabad, she has set benchmarks within this Industry with effective and culturally valid designs for over 2 decades. Rabia’s work is conceptual, original and always contextual. Her consultancy’s landmark projects include Verve Magazine, Dabhol Power, Invision Air, Crossword, The Bombay Book, Good Earth, Magic Bus, True School of Music, Bluefrog, Sula Wines, to name a few.

Suranjan Das, Strategy & Development

Suranjan has over two decades of experience in marketing, advertising and branding. He has successfully led many businesses and was at last call the COO at the True School of Music (TSM), Mumbai, India’s first comprehensive institute of contemporary music. Prior to that he was Executive Director at M&C Saatchi India, member of the largest independent communications network in the world.


  • African Quest Safaris
  • Amar Chitra Katha
  • American Chamber of Commerce
  • Anunta Technology Management Services Ltd.
  • Apeejay Group of Hotels
  • Arvind Mills
  • Ashu Phatak
  • Asoka Estilo de Vida S.L., Spain
  • Balsara Home Products Ltd.
  • British Council India
  • Body Basics Group, Czech Republic
  • Blue Frog Media Pvt. Ltd.
  • Banque Nationale De Paribas
  • Body Shop, Switzerland
  • Business India Group
  • Cotton World Corp.
  • Crossword Bookstores Ltd.
  • Dabhol Power Corporation
  • Dharma Productions
  • Dr. Bhau Daji Lad Museum
  • Dulwich International Schools Foundation
  • Eicher-Good Earth Pvt. Ltd.
  • Elle Decor India
  • Enron India
  • Exide Industries Ltd.
  • First Source Solutions Limited
  • Glaxo Smithkline
  • Gujarat Pipavav Port Ltd.
  • Hindustan Pencils Pvt. Ltd.
  • IAA-Indian Advertising Association
  • ICICI OneSource Ltd.
  • India Book House Pvt. Ltd.
  • Indian Film Combine Ltd.
  • Indo Italian Chamber of Commerce
  • Invision Air Services Pvt. Ltd.
  • ITC Ltd.
  • Kala Ghoda Association
  • Kalpataru Limited
  • Kalpataru Power Transmission Ltd.
  • Leopard Trust
  • Magic Bus India
  • Manish Malhotra
  • Maya Bazaar
  • Mehrangarh Museum Trust, Jodhpur
  • Paville Fashions Pvt. Ltd.
  • Peddar Ceramics
  • Pi Communications Ltd.
  • Rang Bandhej
  • Reliance Infocomm Ltd.
  • Salaam Balak Trust
  • SDS – Sheetal Design Studio
  • Seattle Peoples Fund
  • Shaw Wallace
  • Sheetal Clothing Co. Pvt. Ltd.
  • Sony Music
  • Sula – Nashik Vintners Private Limited
  • Synergy Log In
  • Tainwala Group
  • Tashi Group
  • Tasty Bite Foods
  • Teach For India
  • The Indian & Eastern Engineer Co. Pvt. Ltd.
  • The Times Group
  • Trinity Vintners Pvt. Ltd
  • True School of Music