ASDS - Suppliers of Ideas & Impulses

Mi Vida

Brand Strategy  , Campaign  , Communication  , Identity
Actis & Shapoorji Pallonji Real Estate, Kenya Real Estate

Mi-Vida is a brand for a category of housing in Africa. Created as a joint venture between Shapoorji Pallonji Real Estate and Actis, a prominent real-estate investment fund, the category sought to address the market gap between extremely low end housing and uber luxury projects. This kind of affordable housing was positioned as being aspirational and a new way of living for many people. ASDS defined the positioning of the brand and created the primary identity. The collateral that followed focused on the launch of the brand and the first project in Nairobi, Kenya.

While an international approach towards the branding was initially considered, it was evident after further investigation that a direction that embraces the roots of the culture was actually uncommon in this space. Using this as an opportunity, a design language that uses bright colours and forms inspired by traditional hieroglyphics became the core of the branding. The vibrant energy of the brand saw itself manifest in various sales and communication collateral.


Domus India, Mumbai Publishing

Magazine covers designed for an architecture publication. ASDS was appointed to design the cover pages for the first 4 monthly issues of the year 2017. Each illustration is an abstract representation of the cover story of the month. What was meant to be a one time experiment proved to be a successful model for the client and sparked a series of future collaborations with various design studios.

Formist — Treehouse

Communication  , Identity  , Nomenclature
The Formist Group, Bengaluru Real-Estate

Branding and collateral design for a real estate project.  A proprietary architectural feature, where the the clubhouse was diffused across multiple floors at the core of building, was the inspiration behind the name ‘The Treehouse’. A bold, illustrative style was used in collateral, both on print and digital.

The Taj Mahal Palace, Mumbai

Campaign  , Communication
IHCL Hotels, Mumbai Hospitality

A selection of collateral that we designed for The Taj Mahal Palace, Mumbai – the oldest and most prestigious hotel in Mumbai. As their creative partner since 2016, we’ve provided consistent creative support and have gradually established a language of design and tone of voice for the hotel. To further our growth and our abilities as designers and thinkers, we’ve also collaborated with artists and illustrators on multiple projects.


Campaign  , Communication  , Identity  , Packaging
IHCL Hotels, Mumbai Hospitality

After renovations were completed at Mumbai’s first all day diner, we were approached to create a design language that carries forward the diner’s legacy and introduces it to a new generation. Tag-lines used during the launch used humour to create a dichotomy between the old and the new.

Systems +

Communication  , Environmental Design  , Identity
System Plus Pvt. Ltd., Information Technology

An early boomer in the IT space, the client has serviced numerous customers in the domestic and international market. Their versatility has enabled them to work with clients ranging from large MNCs to budding start-ups. The identity captures the company’s ability to scale up and down, adapt and re-align itself according to a customer’s requirement. This dynamic identity is further exemplified by a visual language that’s constantly shifting to bring fresh energy via merchandise, collateral and environmental graphics.

Shapoorji Pallonji Real Estate

Brand Strategy  , Campaign  , Communication  , Environmental Design  , Identity
Shapoorji Pallonji Real Estate, Mumbai Real Estate

As a subset of one of the oldest construction companies in India, Shapoorji Pallonji Real Estate wanted to move forward with a single voice and clarified vision. After an in depth study, a brand ethos and archetype was identified. ‘Constantly Committed’ became a corporate tagline that was a crystallisation of the ethos and brand philosophy. It was used dynamically in campaigns, merchandise and environmental graphics and remains a driving mantra in the organisation. Subsequently, a design language was derived from the brand archetype and guidelines for various categories were defined and collated in a comprehensive brand manual. 

The Board of Control for Cricket in India

Brand Strategy  , Communication  , Environmental Design  , Identity  , Nomenclature
The Board of Control for Cricket in India, Mumbai Sports

ASDS was commissioned by the Board of Control for Cricket in India (BCCI) to create a narrative and a visual identity for all its cricket formats, i.e. One Day International (ODI), T20, and Test Cricket. The applications extended themselves across multiple collateral, merchandise and in-stadia graphics.


Communication  , Identity
Vensa Pvt. Ltd., Hyderabad Real Estate

Re-branding an infrastructure and real-estate developer in Hyderabad. The logo uses an abstract representation of the Cartesian System, a fundamental tool used in construction to determine an object’s position in a 3 dimensional space.


Brand Strategy  , Communication  , Identity  , Nomenclature
Glide Insurance Pvt. Ltd. Finance

The word ‘Insurance’ seems daunting for many people and finding the right insurance product can feel complex to the average Joe. It was the clients’ mission to challenge this by projecting an image of simplicity and lightness. We arrived at the name ‘Glide’ and the positioning of ‘Effortless Insurance’. The identity is inspired by the movement of ice-skaters and the smooth, extending lines that stay embedded on the ice. The colour creates a sense of warmth and openness and is also distinct in this sector.

Picture This

Communication  , Environmental Design  , Identity  , Nomenclature
Picture This, Mumbai Healthcare

Dr. Bhavin Jankharia, a popular radiologist in Mumbai, approached us with the desire to create an identity that’s unique and stands out in the healthcare sector. The identity rekindles a sense of amazement by bringing forth the absolute science of being able to see images within the body.

The dynamic identity derives its visual language from the consolidation of the 11 body systems that lead to our sustenance.

AGL Mall

Communication  , Environmental Design  , Industrial Design  , Nomenclature  , Signage  , Space
Anantraj Global Ltd, Delhi Retail

MOMENTS is a mall based in Delhi. The client wanted to reformat the mall with a new extension of both, an additional building and a new floor on the existing building. The challenge was to integrate the old with the new. Since it wasn’t possible to strip down the previous structures, a metal panel cladding system was proposed. The simple box that was proposed would stand in stark contrast to the mixed architecture styles around Delhi. It would herald a new spirit for the mall that was fresh, contemporary and bold. 

One 10

Communication  , Identity
One Ten Digital, Dubai & Mumbai Marketing & Technology

Branding a Martech company. The circle within the logotype becomes a versatile and dynamic element that displays images and messages that varies with usage and context. The graphic language creates an unexpected association with ‘Ones and Zeros’ – the fundamental code in information technology.

Radiology Education Foundation

Communication  , Identity
Radiology Education Foundation, Mumbai Education

An identity we created for the Radiology Education Foundation. Spearheaded by eminent radiologist, Dr. Bhavin Jhankaria, the organisation serves as a repository of white-papers, tutorials, forums etc. for other radiologists to refer to and be updated on the latest advances in the field. The visual representation of the abbreviation R.E.F in a lowercase font and followed by a period, doubles up as a short form of the word ‘Reference’. 

Nayi Subah Campaign

Campaign  , Communication  , Identity  , Nomenclature
SD Corp, Mumbai Real Estate

A prominent real-estate developer in Mumbai completed work on the largest re-development project in history where over 10,000 people were relocated to new homes at no cost. To celebrate this milestone, we worked with the developer to design a campaign strategy and communication collateral to announce this achievement. Considering the gracious nature of the project, we used an approach that returns gratitude to all the people who helped make this possible for the developer by patiently  . The name “Nayi Subah” means “A New Morning” which symbolises a fresh start.


Communication  , Identity
Glamrs, Mumbai E Commerce

Identity design for an online platform targeting women. The symbol consists of a double layered form of G to reflect the layers of information available on the platform. While being bold, it has a certain softness to it considering the target audience. The primary colour for the brand is a vibrant red. As part of defining the brand position, 6 key words were established to represent the brand.


Campaign  , Communication  , Identity  , Nomenclature
Goyal & Co, Ahmedabad Real Estate

Sky City is a 104 acre residential development in the city of Ahmedabad. We named the project Sky City, where one discovers ‘lighter living’. The visual identity was conceptualised to express the expanse of land in the form of isometric rhombuses. The symbol thus has an architectural reference. The wire frame line form is suggestive of lightness, referring to the theme of the project. The visual treatment of the line form also gives the symbol a sense of continuity and the elegance of an emblem.


Communication  , Identity  , Space
Government of India, Mumbai Handicrafts

The Indian government wanted to create a format that promotes local handicrafts to a new-age audience for the welfare of rural artisans. The identity that we proposed injects energy with its bold and contemporary design which was also evident in our radical kiosk design.

Phoenix Group

Brand Strategy  , Communication  , Identity
Hyderabad, India Commercial Real Estate Developers

A re-branding exercise that we recently completed for one of the largest commercial real-estate developers in Hyderabad. After many conversations and client workshops, a brand manifesto was drafted that laid the foundation for new values and a brand ethos. This ethos was crystallised into one simple word – Let’s. Its dynamic usage lent itself to various statements that highlight the beliefs and personality of the brand. A fresh design language was created to complement this positioning and their iconic symbol of the Phoenix bird was also suitably repurposed. These elements, along with design guidelines for various collateral and applications, all came together to represent a company that’s truly ready to soar.


Communication  , Identity  , Nomenclature  , Signage
Ahmedabad, India Land Development

A brand identity and collateral that we designed for a plotted development in Ahmedabad. The concept was derived from the name of the project which means ‘whole’ or ‘complete’. The symbol uses various elements of the word ‘Samast’ when represented in Devnagari script and the typography, while avant-garde and modern, is yet rooted in Indian culture. As the project offerings were positioned as ‘getaway’ homes or farmhouse properties, the visual language used a colour palette that’s representative of outdoor elements like the earth, water and air. Illustrations of birds featured prominently in the brochure as the project is also home to various migratory birds through the year.

Kathiwada City House

Communication  , Identity  , Nomenclature
Mumbai, India Hospitality

Branding for a wellness club and boutique homestay. Initiated by Sangita Devi Kathiwada, the founder of Melange, the club is set in a refurbished section of her art deco bungalow in Mumbai. The identity is repurposed in a similar way, where a design language has been newly constructed while retaining elements from the original emblem of the Royal Kathiwada family. Tone of voice and graphic standards were defined and print and digital collateral were designed to assist in communication and creating atmosphere within the space. 

Commerce House 6

Communication  , Identity
Ahmedabad, India Real Estate Development

Branding and collateral design for a commercial complex in Ahmedabad. The logo unit is a simple inversion of the number 6 in Roman numerals, which in turn creates a form that resembles a house. A colour palette that’s uncommon in this vertical was developed for various applications. A strong use of grid, bold type and universal pictograms is evident in the communication collateral and the overall approach was inspired by the International Typographic Style.


Mumbai, India Investment Bankers

A comprehensive report we designed that provides critical insights into the dynamics and growth of the Electric Vehicle segment in India. Considering the breadth and depth of information, various systems of typography, iconography and illustrations were used to device charts and infographics that further clarified the information. A micro-site was also designed that summarises the key points and offers the user the option to download a digital version of the report.