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.
By applying design principles and embracing the philosophy of design thinking, the studio aspires to infuse each of its projects with more than just visual appeal. It aims to create meaningful and substantial outcomes. The inception of idea to establish a design studio as a startup initially occurred to Vikas Jaiswal during his tenure as a UX designer in his former workplace.
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 completed when Priyanka, an immensely talented painter, became their advisor on composition, aesthetics, and colors.
Our Editorial team spoke to Vikas Jaiswal, the co-founder of Pichkaari over a telephone interview to know more about the firm. Here are the edited excerpts:
Our offerings and the range of projects have a very wide and varied range. It involves Branding and Merchandising, Marketing Communication, Corporate Communication, 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.
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.
Pichkaari's hitherto growth has largely been organic through customer references, word-of-mouth marketing, and appreciation of the good work. To date, we have let our work do the talking, and this exceptional work has paved the way for a list of 100+ clients. Also, 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.
As mentioned above, our work has largely been promoted as a result of word-of-mouth, all the goodwill and appreciation we have received from our clients.
We believe that this is a result of all the sleepless nights, endless debates, 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?"
We believe that there is no "Us" and "Them" when it comes to clients. The clients play an indispensable role in helping us determine if we are posing the correct questions.
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 subsequent step, starting from ideation and prototyping to the ultimate execution, is guided by these insights. This type of collaboration guarantees that clients are well-informed and actively participate in all critical phases of the project.
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 developing inspiring solutions to help transform the communication design landscape in India.
Vikas, a UX designer by profession, before pursuing the life of an entrepreneur, worked as a UX designer at Century Link. He tries to function at the intersection of creativity, business strategy, and design. Vikas is a dreamer.
Vikas is a creative visionary who envisions design ideas and business strategies even during his waking hours, with the time in between serving as his creative haven. His extensive expertise spans UX/UI, corporate branding, creative strategies, marketing Communications and essentially every facet of design. His greatest strength lies in crafting compelling narratives that resonate with people.
These were the reasons that made him jump into building an enterprise that 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.