Services

What We Do 

Two practices. Deep, cross-domain expertise. Every engagement is designed to deliver measurable transformation – in your business performance or in the impact your institution creates.  

Brand Strategy, Identity Design, Communication Design and Experience Centres

Design is a strategic business capability that enables transformation, accelerates innovation, and creates sustainable competitive advantages. For more than two decades, we have partnered with organisations to uncover strategic opportunities and solve complex business and brand challenges. Through meaningful customer experiences, distinctive brands, and high-impact brand environments, we help businesses accelerate growth, strengthen market leadership, and create long-term value.  

Strategic Brand Consulting begins with the brief, but its greatest value emerges through collaborative discovery, seeing beyond the obvious. By uncovering hidden opportunities, we help organisations redefine challenges, unlock growth potential, and translate insights into actionable strategies and implementation of roadmaps. Our expertise spans strategic discovery and opportunity identification, business and brand repositioning, and competitive positioning. We also help organisations prepare for investment and IPOs by crafting compelling brand narratives, strengthening leadership credibility, and building stakeholder confidence through strategic communications. 

• Strategic discovery and opportunity identification

• Business and Brand repositioning
• Competitive positioning and go-to-market strategy
• IPO and investor readiness: brand narrative, leadership credibility, and stakeholder communications

Projects

• Raymond: 3x market expansion

• Bilcare: 3x enterprise valuation
• Indegene: Repositioned from vendor to strategic partner across 20+ countries, enabling premium pricing and stronger talent acquisition
• Garware Fulflex​: Integrated brand and leadership program built for IPO investor confidence

Brand strategy is a catalyst for business transformation. We develop strategic brands that align business ambition with customer expectations through clear brand strategy, positioning, architecture, differentiated value propositions, and consistent brand experiences across touchpoints. The result is reduced Customer Acquisition Cost (CAC), increased conversion, strengthened preference and loyalty, and enhanced pricing power.

• Brand positioning and differentiation strategy

• Brand architecture and portfolio simplification
• Brand narrative and value proposition development

Projects

• Havells: 35% reduction in marketing expenditure + 40% awareness increase

• NABARD: Institutional repositioning
• HPCL: Unified design language system deployed across 20,000+ retail outlets, standardizing brand experience from metro forecourts to highway stations

Visual identity translates brand strategy into a distinctive, consistent, and memorable brand expression. We create identity systems that strengthen recognition, reinforce market positioning, and deliver cohesive brand experiences across every customer touchpoint. Strategically managed, these identity systems build long-term brand equity, increase market share, reduce the cost and risk of growth, and create a sustainable competitive advantage.

• Visual identity systems: logo, typography, color, design language

• Packaging design: premium consumer goods, gifting, FMCG, industrial
• Environmental graphics, digital brand systems
• Brand guidelines built for consistent execution at scale

Projects

• HPCL Retail Visual Identity: Modular canopy fascia, signage, and material systems designed to adapt to different plot sizes and traffic configurations across 29 states.​

• Indegene: Standardized global asset library enabling brand coherence across investor decks, client presentations, and marketing campaigns in North America, Europe, and APAC
• Nestlé Momentz: Premium gifting packaging that became a reference model for the category
• Park Avenue: 9-variant house style system that refreshed a dated brand into a confident modern lifestyle identity

Communication design transforms brand strategy into meaningful business outcomes. We design integrated communication systems and marketing collaterals that deliver consistent brand experiences across physical, digital, and corporate touchpoints. By aligning every communication with business objectives, we help organisations strengthen customer engagement, build trust and loyalty, improve marketing effectiveness, and create clear, compelling experiences that drive growth and long-term brand value.

• Launch strategy, campaigns, and go-to-market execution

• Marketing collateral, digital marketing, point-of-sale design

• Retail and shopper marketing: POS innovation, sensory engagement, in-store experience

• Content strategy and messaging frameworks

• Leadership brand building and integrated corporate communications

Projects

• Smirnoff Lime: 10x sales in month one, 3x month-on-month sustained for a year; first smell-tester spray card in the alcohol category

• Havells: ROI from 2.8x to 4.2x

• Indegene: boosted internal alignment and engagement across a 6,400-person global workforce

• Garware Fulflex​: 12-month integrated communications program spanning media, LinkedIn, and influencer strategy to build leadership credibility ahead of IPO

We design strategic Experience Centres that accelerate sales, reduce Customer Acquisition Cost (CAC), and build stronger brands through immersive customer experiences. Our scalable, future-ready environments optimise Capital Expenditure (CapEx), reduce Operating Expenditure (OpEx), and improve sales enablement, training, and stakeholder engagement. By seamlessly integrating physical, digital, and interactive experiences, we simplify complex offerings, build customer confidence, accelerate decision-making, and increase conversion. The result is stronger brand equity, greater customer trust, faster sales cycles, market leadership, and measurable business impact.

• Strategic brand narrative development and experience choreography

• Immersive brand storytelling and technology-enhanced product demonstration

• Multi-audience design: customers, architects, channel partners, employees, investors

• Corporate campus experience design: brand custodianship across large, multi-team environments

• End-to-end execution: concept through completion, within budget and timeline

Projects

• Mitsubishi Electric Customer Experience Centre: Repositioned MEI as a digital transformation partner through an immersive experience centre that accelerated enterprise buying decisions

• Jaquar Technology Experience Center: Repositioned from functional supplier to aspirational lifestyle brand

• Honeywell Experience Center: Industrial technology made compelling for enterprise decision-makers

• Fullflex Product Experience Center: Technical rubber and polymer products transformed into an immersive investor and client destination, with color-coded spatial zoning and layered information architecture

• Suzlon One Earth: Brand philosophy embedded across an entire global HQ campus, with experience mapping for every user journey and a scalable design framework guiding 30+ architectural teams

Lokusdesign unlocked new growth opportunities for Raymond by redefining how a mature fabric category created value for consumers. We shifted the proposition from selling fabric to enabling fashion, transforming a gifting-led business into a more relevant, occasion-led fashion solution. By integrating consumer insights, business strategy and design, we rationalised 50+ SKUs to 24 and unified the proposition, packaging and retail experience under Quick Style. The transformation helped reshape consumption behaviour, with self-consumption rising from 12% to 39%, according to a Raymond-commissioned study in 2021, while establishing a more focused, scalable platform for category growth.​

Lokusdesign transformed Havells from a strong electrical-products company into a unified, scalable brand platform built for portfolio growth and global expansion. Looking beyond the identity brief, we decoded the business challenge created by an expanding portfolio, multiple customer segments, channels and markets, and developed a strategy that connected brand architecture, identity and experience into one integrated system. By creating a consistent yet flexible brand language across packaging, retail, dealer networks, digital and communication, we reduced fragmentation, simplified customer choice and enabled greater reuse of brand investments. The transformation made the master brand work harder – creating stronger differentiation, greater operational efficiency and a scalable foundation for new categories, channels and markets.​

Smirnoff Lime’s launch faced a fundamental challenge: how to drive trial and purchase in a highly regulated retail environment where product tasting was not an option. By identifying smell as a trigger for sensory anticipation, the strategy transformed this constraint into an opportunity through an innovative spray-tester experience at the point of purchase. Integrated with packaging, retail POS and promoter interactions, the solution bridged the gap between purchase intent and product trial, turning a brief sensory interaction into a powerful conversion mechanism. The impact was significant: 10× sales in Mumbai, followed by approximately 3× month-on-month sales nationally for the remainder of the year. Recognised as a case study within Smirnoff and Diageo globally, the initiative demonstrated how behavioural insight and experience design can unlock measurable sales growth.​

HPCL’s vast retail network presented an opportunity to redefine fuel retail in India through a consistent, scalable and future-ready brand experience. The transformation established a modular, standardised design system integrating brand identity, customer journeys, spatial design, signage and material strategy across diverse site conditions. By optimising material usage, simplifying fabrication and enabling easier maintenance and replacement, the system addressed both customer experience and network-wide operational complexity. The outcome was a unified retail design platform that reduced dependence on bespoke solutions, improved execution efficiency and optimised lifecycle costs – enabling HPCL to deliver a distinctive brand experience at scale while building a flexible foundation for future mobility services.​

Mitsubishi Electric India’s Software Experience Centre transformed complex digital manufacturing technologies into a tangible business proposition for industrial customers. By integrating digital twins, AI-powered analytics, IoT, 5G, VR and interactive visualisation, the centre enabled customers to understand how interconnected solutions could address their operational challenges and deliver business value. Its business value lies in making complex B2B sales more effective – building customer confidence, enabling solution-led discussions, reducing repetitive product explanations and helping sales teams engage multiple stakeholders through a unified demonstration platform. By bringing technologies and applications together in one immersive environment, the centre creates opportunities to improve sales engagement efficiency and customer acquisition economics, while its modular architecture supports evolving industry needs and future business growth.​

Jaquar’s Technology Experience Centre brings the brand’s design excellence, engineering capabilities and product innovation to life, showcasing over 5,000 products across bathware and wellness. Through immersive storytelling, interactive installations and live demonstrations, it enables architects, designers, developers and customers to experience product quality and performance firsthand. By consolidating product discovery, technical evaluation and brand engagement in one destination, the centre streamlines the sales journey, reduces dependence on repetitive product explanations and equips decision-makers to evaluate Jaquar on value rather than price. This creates a more efficient model for customer engagement, strengthens premium brand consideration and supports specification-led sales – helping translate Jaquar’s product capabilities into greater commercial advantage.​

Indegene’s brand transformation established a clear global positioning as a solution partner to the life sciences industry, shifting the narrative from service delivery to broader business value. A consolidated brand architecture clarified the relationship between the master brand, service offerings and communications, while a unified identity and communication system gave teams across markets a consistent framework for creating and deploying brand assets. This created a more differentiated market proposition, greater consistency across touchpoints and a streamlined brand ecosystem – enabling Indegene to introduce new offerings and expand into new markets without continually reinventing its brand.​

The Fulflex Product Experience Centre transforms customer visits into opportunities for deeper partnerships, broader collaboration and new avenues for growth. The journey moves from establishing Fulflex’s manufacturing expertise to exploring five application domains – Sports, Medical, Fitness, Textiles and Technical Industrial – demonstrating how its material capabilities address diverse industry needs. Through tactile interactions, product demonstrations and application-led storytelling, customers can discover solutions beyond their immediate requirements, uncover new possibilities and engage in more meaningful technical and commercial discussions. This equips sales teams to unlock untapped applications, broaden existing partnerships and explore emerging market opportunities. By making the breadth of Fulflex’s capabilities tangible and commercially relevant, the centre serves as a platform for forging stronger customer relationships and unlocking new horizons for business growth.​

Museums, Experiential Spaces & Heritage Interpretation

We design and build museums that transform collections, heritage, science, culture, and ideas into engaging public experiences that educate, inspire, and create lasting impact. Combining research, storytelling, spatial design, immersive technologies, and visitor experience, we help institutions communicate complex narratives with clarity. For more than two decades, we have engaged diverse audiences and transformed how people think, feel, and connect. Our museums strengthen cultural identity, increase visitor engagement, and build meaningful connections between communities and their shared heritage. The result is enduring public value, stronger institutional relevance, and cultural, educational, and economic impact.

Museum design transforms collections, science, culture, and ideas into engaging public experiences that educate, inspire, and create lasting impact. We combine research, interpretation, storytelling, spatial design, immersive technologies, and visitor experience to communicate complex narratives with clarity while engaging diverse audiences. The result is stronger visitor engagement, meaningful learning experiences, and enduring public value.

• Museum master planning, spatial strategy, and narrative architecture

• Multi-gallery thematic development and artifact curation

• Immersive scenographic environments and technology integration

• Heritage-sensitive adaptive reuse and conservation-grade systems

Projects

• Museum of Royal Kingdoms of India

• Gandhi Vatika Museum, Jaipur

• Rashtrapati Janjati Sangrahalay

Heritage interpretation transforms histories, philosophies, and knowledge systems into meaningful public experiences. We develop interpretation strategies and immersive environments that make complex narratives accessible, engaging, and relevant for contemporary audiences. Our work strengthens cultural identity, supports education, and builds meaningful connections between communities and their shared heritage.​  

• Philosophical concept translation into spatial metaphors and immersive environments

• Progressive narrative structures: from discovery through reflection to transformation

• Multi-sensory contemplative spaces and symbolic scenography

• Balancing intellectual depth with broad accessibility

Projects

• Abhay Prabhavana (42 acres) — 2,500 years of Jain metaphysics organized around four interpretive layers (Understanding → Exploration → Reflection → Civilisational Insight), creating a landmark destination for global audiences

• Panchayat Amanat

Cultural institutions and community museums preserve heritage while creating meaningful public engagement. We design visitor experiences that celebrate local identity, promote tourism, encourage community participation, and strengthen institutional relevance. The result is lasting cultural, educational, social, and economic impact.​

• Community-collaborative content development and ethnographic research

• Living culture interpretation: crafts, rituals, oral histories

• Interactive civic education and ceremonial space design

Projects

• Samvidhan Bhavan

• Gondwana Tribal Cultural Museum

• Hutatma Smruti Smarak​

• Panchayat Amanat

• Art & Coal Museum, Talcher​

• Experience strategy and narrative development

• Content curation, research, and authentic storytelling

• Technology integration: projection mapping, AR/VR, interactive installations

• Graphic design, environmental graphics, and wayfinding

• Project management and execution from concept through completion

Translated one of the world’s oldest philosophical traditions into a contemporary interpretive experience, transforming complex knowledge into an intuitive visitor journey rooted in inquiry, reflection, and dialogue. Established a landmark platform for cultural learning and exchange, demonstrating how research-led storytelling and experiential design can make intangible heritage relevant to contemporary audiences across generations.

Designed the museum as a journey of discovery rather than a repository of history, translating Mahatma Gandhi’s philosophy into experiences that engage visitors intellectually, emotionally, and ethically. By integrating scholarship, storytelling, and experiential design, the project transforms a cultural institution into a platform for reflection, learning, and social responsibility. 

Moved beyond ethnographic display to interpret India’s vast and rich tribal heritage as interconnected systems of landscape, community, and tradition, creating a visitor journey rooted in context rather than collections. By integrating ethnographic research, narrative design, and immersive environments, the museum transforms cultural knowledge into meaningful public engagement and dialogue, and enduring cultural understanding.

Reimagined the Goa Martyrs Memorial as a contemporary cultural institution, shifting its role from a commemorative monument to a platform for interpretation, dialogue, and shared memory. Created a landmark public destination where experience design, spatial storytelling, and civic placemaking preserve history while inspiring cultural pride across generations. 

Designed a museum that goes beyond displaying automobiles to interpret the evolution of mobility as a story of human ingenuity, technological progress, and societal transformation. Conceived as a ₹180–195 Cr, 200,000 sq. ft. institution, the project combines research-led interpretation, experiential storytelling, and immersive environments to create a national platform for learning, innovation, and public engagement. 

Designed a museum to showcase India’s aviation journey into a contemporary interpretive experience, weaving together history, technology, human achievement, and national aspiration through research-led storytelling and immersive spatial narratives. This museum is a destination for learning and inspiration, where integrated curation, experiential design, and interactive media transform technical knowledge into memorable public experiences that engage audiences across generations. 

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