Year: 2011



Differentiating a commodity exchange in the Indian context, characterized by several well-entrenched players.


Research analysis and insight

An exchange that can offer “several investment growth possibilities and streamline execution”.


Communication solutions

A new name as the first step towards differentiation: Indian Commodity Exchange, instead of ICEX, in an environment where the names of most commodity exchanges ended with ‘ex’.

A new brand ideantity™ made up of two parts:

1)A visual: five tick marks, one of which is highlighted, join to form a star, symbolising a profitable possibility or opportunity.

2)A brand line: Seize the right opportunity.


other projects


Creating an international coffee shop experience for Visa applicants waiting at centres run by VFS Global, the world’s largest outsourcing and technology services specialist for diplomatic missions and governments.

The Baya Company

Creating a differentiated brand for a realty developer primarily engaged in redevelopment of Mumbai’s slums.
In redevelopment projects, precision is crucial. Precision that delivers long-term value and prevents a significant increase in homeowners’ living costs.