Fractal Ink Design Studio

The Torchbearer of Experience Design
Fractal Ink Design Studio
Fractal Ink Design StudioThe Torchbearer of Experience Design

Fractal Ink Design Studio: The Torchbearer of Experience Design

Every civilization relies on a robust architectural philosophy that aligns with its core ideals and collective identity. In ancient societies, architectural designs served as a tangible manifestation of the people's enduring connection with the divine.

In contemporary times, there has been a shift in focus towards the aesthetic elements of architectural designs. During the post-modern era, inspiration was drawn from human experiences and the natural world.

It merged state-of-the-art building techniques and materials with the timeless aesthetic sensibilities cultivated over the years, while also drawing philosophical inspiration from notable thinkers such as Deleuze, Foucault, and Wittgenstein.

Architecture today has gone beyond the narrow aspects of modernism and post-modernism with much more focus on environmental sustainability and benefit to the maximum.

Architecture progresses and transforms in response to the societal demands it serves. An architectural education equips individuals with the fundamental qualities of empathy, a structured approach to thinking, and a design sensibility that extends beyond the confines of materials and mediums.

Following her graduation in architecture from the renowned J.J School of Architecture and the University of Mumbai, Geeta Suthar explored various avenues in her quest to uncover what truly brought her satisfaction and fulfilment.

She engaged in architectural work, ventured into interior design, took up teaching, and even pursued writing. The concept of establishing a company capable of meeting the demands of design, development, research, and industry strategy emerged when Geeta joined her husband Hemant at Fractal Ink, a studio at the forefront of exploring the digital design realm.

The present iteration of the company took shape when Tanay and Priyanka joined forces with the entrepreneurial couple, sharing a united vision to leave a lasting impact on the lives of every Indian and to establish 'experience design' firmly on the map of the country.

The firm came into existence with two primary objectives: bringing customer-centricity to digital design and building an organization that allows its people to thrive and grow into the best version of themselves.

Under the guidance of Geeta, who currently manages the business and operations of the firm, it underwent a remarkable ascent, evolving from a small boutique studio to one of the largest digital experience design studios in India.

She is an avid reader and traveller with an active social life. Her expertise lies in oiling the cogs of design, business, client servicing, finance, and human resources.

Our editorial team spoke to Geeta to learn more about her and the firm in a detailed conversation. Here are the edited excerpts.

Were you born a builder or did you have to learn to be one?

Certain facets of establishing a company have always come naturally to me. Cultivating meaningful relationships with individuals has consistently been a personal strength.

I grasp what drives people and how to extract their optimal performance. Additionally, my ability to instill trust in clients and cultivate strong relationships with them has proven to be immensely beneficial.

I discovered an inherent understanding of finance, which was a bit of a surprise. However, scaling a business and implementing processes are something that I have had to learn along the way.

But I think the most important thing about me is I honestly don't believe that failure is an option. I will do whatever it takes to do the job and that, I guess, makes me a born builder.

Fractal Ink Design Studio

Please elaborate on your business, the services it provides, and how are you unique from others in the industry.

We identify ourselves as an Experience Design and Consultancy firm. We are committed to deliver Customer Experience (CX) to our clients across every interaction point throughout the entire journey and lifespan of the business relationship.

We specialize in defining and planning our clients' entire CX roadmap to designing and executing each intervention as a best-in-class experience. Additionally, we offer consultation on digital transformation and how to best leverage the digital medium to meet their business objectives.

Our services are available across the Customer Experience spectrum i.e. from User Experience to User Interface Design, front-end development, brand design, and motion graphics.

Currently, we are honing our skills by incorporating new-age technologies which include AR, VR, Machine Intelligence, voice-based experiences, and more.

Competition keeps us on our toes and in constant innovation mode. We believe in being partners with our clients. Therefore, we are very committed and passionate about making a difference through design.

Under your leadership, how has been the growth of the enterprise? How do you encourage your employees? What are your responsibilities as a business owner?

The company has grown from a boutique agency to one of the largest experience design studios in the country today. We are recognized in the industry for constant innovation and creative problem-solving.

We have been awarded the best UX UI design studio of the year for 4 years in a row. Being part of the Dentsu Aegis Network now gives us a platform of collaboration with which we can work and deliver bigger solutions.

The culture at Fractal is something I am very proud of. We are a studio that recognizes and rewards talent. We are very growth-oriented.

We consistently conduct a range of training programs covering both design skills and soft skills. In addition, we operate a 'buddy program' that guarantees mentorship for all junior members, fostering a deep connection with the Fractal ethos.

We also strongly emphasize the importance of regular celebrations. Whether it's birthdays, the achievement of new project wins, or the successful delivery of projects, we make it a point to celebrate these milestones. We continually acknowledge and reward outstanding efforts through monthly internal awards, ensuring that the studio's morale remains consistently high.

As a business owner, the ultimate responsibility rests with me. While managing the financial well-being of the company is a key priority, my hands-on approach compels me to be actively engaged in every facet of the business, from securing new deals to the hiring process.

I keep myself updated on projects and keep in touch with clients to ensure the smooth running of the company.

What was your journey like to get where you are?

Life has been very kind to me. It provided me with rich experiences and fabulous opportunities every step of the way. Although there were a few difficulties, the rewards, the accolades, and the sense of having done something remarkable with my life made every challenge worth it.

What lies for the firm in the future?

We believe in staying ahead of the curve in terms of what our clients could need or where the future of design is going. In that regard, we are strengthening our consulting, research practices and experimenting with new creative technologies. We are also looking at expanding to new geographies within the country and abroad.

The recognition

Fractal Ink's work has been recognized and awarded by CII (The Confederation of Indian Industries) for individual projects as well as at a design category level. A leading design magazine awarded the firm as the best UX/ UI design agency in the country four years in a row.

What piece of advice would you give to youth in the business environment?

"Be bold. Be humble and aim high!"

"Believe in yourself! Don't be afraid of trying something new or different, and don't give up when things don't go as planned. There are many routes to a destination. Enjoy the journey. No matter the level of success you achieve, there is always something to be learned from those around you.

Keep your eyes, ears, and mind open to this learning. Your attitude is everything. Work hard at your goals and be determined. Learn from your mistakes, and most of all –  be kind to yourself along your journey."

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