Two NID designers, Priyanka and Anoop, came together in 2008, and Design Stack was born. Specialising in branding and graphic design, Design Stack is based out of Mumbai and services clients across the country. A highly specialised, 14-member team works on a wide variety of challenging projects.
Design thinking is at the core of what we do and our aim is to achieve harmonic resonance between the brands we work on and their consumers. We use structured strategic planning tools coupled with intuitive free-thinking to arrive at optimal solutions for our clients. We work with large corporates and boutique startups with the same passion and energy. That is the hallmark of our output.
Priyanka Bhasin specialised in Communication Design at the National Institute of Design, followed by a programme in New Media from the Vancouver Film School. With a strong foundation in design strategy and experience in emerging media, she set up and continues to grow Design Stack.
Anoop Patnaik graduated from NID with a degree in Communication Design. As an independent consultant with various retail and corporate brands, from ITC to Westside to Sahara, he helped modernise their identities for an evolving consumer. He set up and continues to grow Design Stack.
With experience spanning three decades in fields as diverse as strategic planning and insurance operations, Yateesh has worked with established companies like Lowe, Ambience Publicis, Yes Bank, Centurion Bank of Punjab, and Aegon Life, where he was COO, before consulting on brand strategy with Design Stack.
Sukhita Aiyar specialises in Written Communications. For over two decades, she has worked in the corporate, not-for-profit, arts and education sectors, and draws on these disparate experiences when writing for clients across media and industry.
Our thinking starts and ends with the brand and the audience. Using structured research, small dipsticks or creative brainstorming workshops, we articulate the ethos of the brand into a single-minded positioning and springboard to create a strong and distinct visual identity that resonates with the customer.
Once we have created a distinct identity, we warehouse all the brand assets – logos, colours, fonts, signature graphics, etc. – into a comprehensive brand identity manual.
Brands today are attempting conversations across media – both traditional and new. The expression of the brand has to be flexible enough to adapt across media, whether it’s signage, a brochure, packaging or a digital user interface.
In addition to the visual identity, brand assets and brand expression, we work with some select clients in extending the identity into a holistic communication package, including visual expression as well as tone of voice.
Brief in hand, we immerse ourselves completely, analysing the brand and the competition to define an identity benchmark. Design-thinking tools, from persona-building to free association and plotting customer journeys, are employed in intense brainstorming. The output: a strategic brand positioning statement, including the target audience persona, benefits and values, to arrive at the identity brief.
Springboarding from the strategic Engage stage to the more freewheeling Ideate, free-listing and discussions in small groups explore alternate routes true to the positioning. This is like a scrum, and ideation without limits or boundaries is encouraged. All groups present visual ideas and the best ones are shortlisted for execution.
All shortlisted options are developed into a complete visual identity kit, which comprises all brand assets (the brand-mark, font families, colour palettes, signature graphics, etc.). These are then validated for adaptation across media, physical and digital. At this stage, ideas may be rejected before final options are presented to the client.