Simplicity is the Challenge

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations. Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.” Paul Rand

We believe great work comes from simple common sense and our approach to any project reflects the same

Understanding (AKA Empathizing )

It sounds so simple to be blatantly obvious yet one of the most neglected part of the process.

Understand your client and their business, what works in their industry and within those constraints how do you stand out? This is the first question on which we focus our attention. The brief is but a starting point, it’s beyond the brief that the story lies.

Ideation (AKA Dreaming)

It is not just about the Idea but what you do with it.

The second stage of the process where the team starts to put together the visual look and feel of the project. Prototyping, 3D builds, Rendering and Dummies, here’s where it all happens. Each iteration goes through a round of feedback from the clients which is then incorporated and further refining of concepts is then done. This stage is where alterations and changes can be made to perfect the concept before final execution.

Execution (AKA Build)

This is where everything finally comes together, all the effort and plans of the first two stages. The execution team working in tandem with the design and client servicing team now leads this stage of the work. Final prints, proofing, color checks, material sampling and fabrication are all part of this creative chaos stage where finally the product becomes visible

Holding this all together and making sure that the madness is all controlled are adherence to process and discipline. Multiple element wise checklist and eagle-eyed supervision by senior team members ensures nothing gets out of hand.


501 A, 5th Floor, Morya Blue Moon,
Monginis Factory Lane, Link Road,
Andheri (West), Mumbai-53

022 66921130,  022 40035762

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