Pichkaari Design Studio: breathing life into thoughts through colors
According to a famous American graphic designer Paul Rand "To design is much more than simply to assemble, to order, or even to edit: it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry."
Corporates today face a challenge in being able to deliver their message to the target audience in the most effective way possible. Pichkaari Design Studio came into existence in June 2013 with the objective of bridging this communication gap. Using the principles of design and design thinking, the studio hopes to add substance, and not just aesthetic appeal, to every project they take up. The initial idea of starting a design studio as a start-up came first to Vikas Jaiswal while being employed as a UX designer at his previous work place. Later, Vikas met Sebastian who had a knack for illustration and visual design and became the co-founder of Pichkaari along with Vikas. The company's team became completed when Priyanka, an immensely talented painted became their advisor on composition, aesthetics and colours.
Our Editorial team spoke to Vikas Jaiswal, the co-founder of Pichkaari over a telephonic interview to know more about the firm. Here are the edited excerpts…
Please brief us about the solutions and offerings of the firm and what makes you stand apart from others?
Our offerings and the range of projects has a very wide and varied range involving (but not limited to) Branding and Merchandising, Marketing Communication, Corporate Comm-unication, UI/UX Design and Development, Packaging Design as well as Motion Graphics and Video. Our approach to design, which stems from the philosophy of being empathetic to the user, optimistic about possibilities, doing the work that brings us immense joy and taking the path never taken before makes us stand apart from others and are the key differentiators. We inculcated these philosophies during our journey of evolution since Pichkaari's inception. We have come a long way from designing collaterals to now designing end-to-end experiences for our clients.
What are the major Milestones for the company since founding? Does the organization have any new projects coming up?
Pichkaari's hitherto growth has largely been organic, through customer references, word-of-mouth marketing and appreciation of the good work. Till date, we have let our work do the talking, and this exceptional work has paved way for a list 100+ clients, and we grabbed some very exciting projects to fall into our court. We collaborated with Xiaomi to craft their "Diwali with Mi" campaign. The essence of Diwali and the magnitude of the sale was perfectly captured by the promotion, which had a modern yet festive design language. The traction generated resulted in the sale of over four million phones during the sale.
What are the most effective marketing initiatives or programs you have used in promoting your initiatives/offerings/services?
As mentioned above, our work has largely been promoted as a result of word-of-mouth and all the good will and appreciation we have received from our clients. We believe that this is a result of all the sleepless nights, endless debates and discussions and strict standards for the quality of work that we bring to the table. We always try to find ways to leave things better than we find them. You will never hear us say "If it ain't broke, why fix it?"
How do you work on your long-term relationship with your clients?
We believe that there is no "Us" and "Them" when it comes to clients, and it is the clients who play an indispen-sable part of help us understand whether we are asking the right question.
In order to arrive at the most ideal solutions, we have started crafting and designing interactive workshops to help us get inputs from the clients, which may not be easy to acquire through regular Q&A. Every step thereafter, from ideation, to proto-typing, to the final execution, is taken keeping these inputs in mind. Such an engagement ensures that the clients are well informed and involved in all the crucial phases.
The Road Ahead
The future looks bright for Team Pichkaari, as we are constantly evolving and striving to challenge ourselves to become better than ourselves. Currently, we are focused on forging stronger and improving relationships with our current clientele. Our emphasis is working on growing the creative strength of the firm and develop inspiring solutions to help transform the communication design landscape in India.
Vikas, a UX designer by profession, before pursuing the life of an entrepre-neur worked as UX designer in Century Link. He tries to function at the intersection of creativity, business strategy, and design. Vikas is a dreamer. He dreams of designs, ideates on business strategies when awake and the time spent in between is his limbo of creativity. Vikas has significant experience with UX/UI, Corporate branding, Creative Strategies, Marketing Communications- basically, every-thing that relates to design. He is forte lies in telling stories in a way people likes to hear. These were the reasons that made him jump into building an enterprise which works on the principles of Strategy-Design-First. The story behind naming the firm Pichkaari was about creating the perfect balance between work and play, with the Pichkaari being a tool that allows you to make an impact while having fun.