The experience of being led into the discovery of how Sharpener is revolutionizing the creative design world in India with its very individualistic and subtle approach by talking to the co-founders of Sharpener Design Studio, Bianca D’Sa & Hetal Ajmera.
Both of you share a love for design and dynamism. What took you on this path that led you both to create Sharpener? Was the spark some kind of an incident, or did something like that happen which set things off?
It was this shared passion for designing and creativity that paved the way for the creation journey of Sharpener Design Studio. Having worked in the advertising industry for a few years, Hetal and I first met each other at Contract Advertising, and we simply clicked. It didn’t take much time for the realization that the work was of higher quality when done together rather than separately. How often did our conversations drift into the design aspect, making us disperse lengthy discussions beyond office hours? It was that connection plus mutual endeavor to push creative boundaries that fostered an idea of starting up one’s own design studio. A month later, we made bold decisions of resigning from jobs and deciding to start our dream: Sharpener Design Studio. As if we threw ourselves off a cliff with such a belief in this shared vision. Sharpener’s motto is ‘the idea is the soul, and design is the body.’ What methods do you use to ensure that all designs have an equal measure of it? Can you recall any design where it was specially required?
As Sharpener, our motto of “the idea is the soul, and design is the body” goes a little beyond being a phrase-it’s the principle we relate to each and every project.
Our process, then, always begins with ideation: stepping back, getting a better understanding of the needs from the client, and brainstorming on different ideas before moving into design. Through these, we research various spaces and ideas until we find that ideal core point of connection for both the brand and its audiences. Then we use that ideal core point in constructing the visual narrative of the brand as well as its identity in a way that feels authentic yet impactful. One such example is our work for NEWME, a fast-fashion brand targeting GenZ. This is the most challenging audience, because they are always exposed to a wide variety of brands, and it is very hard to stand out.
We tapped into their mindset, understood what preferences they have and are changing, and what could capture them into loyalty. And it was that insight that gave birth to the idea of the chameleon for the NEWME’s logo. The chameleon, in its ability to adjust and embrace new colors every day, reflects the versatility and dynamism of the GenZ persona. From there, we created a modern and different visual identity, which would begin to resonate with this audience, making NEWME a brand that GenZ girls see themselves in and want to be a part of. What makes Sharpener stand out from other design agencies in the country? What makes Sharpener different is passion and commitment towards every project.
For us, the job does not merely mean delivering a design-it’s something that puts our soul and heart into each piece of work.
So whether it is about a big scheme or something rather small, it gets the same amount of care and attention. For us, every design becomes a story; that’s where we put all our energies in order to create something relevant, memorable and distinctive-and it’s that dedication, that blood and sweat invested, that really makes Sharpener stand out from the mess of design. I have worked with quite a few big brands, including SheRox by Jacqueline Fernandez, Nush by Anushka Sharma, and now 82°E. Can you tell me about the key factors you used in your design approach to align it with the brand’s identity? With brands such as SheRox, Nush, and 82°E, this means we have to be extremely well-aligned on many different levels in terms of the design approach. We dig very deep into the values, mission, and positioning-first and foremost, stay true to the brand’s own identity. Knowing your target audience is equally important. For instance, Nush was all about taking Anushka Sharma’s personal style and appealing to her huge fan base. We are always aware of prevailing market trends within the category of our brand but always ensure that it is balanced with the requirement for relevance and uniqueness. We need to be current, but if we have to be current, our main thrust is to ensure that designs remain fresh and unique-most importantly, in the minds of the consumers. We balance these factors in ensuring that each design both aligns with the identity of the brand but can evolve and thus remain relevant for as long as it leaves an impression on the audience.
Where does Sharpener draw the line between creativity and meeting practical business needs of your clients?
At Sharpener, meeting creativity with the work-oriented business needs of our clients begins through the understanding of their goals and setting clear, transparent communication right from the initial stage. This ensures we are aligned on what the client wants to achieve and how we can help them get there by way of design. In addition, we partner with strategists so that when the creative concepts come to us, they do not only look incredibly attractive but have a practical outcome in terms of helping solve the client’s business objectives.
Functionality is equally important. We are not creating beautiful designs without a concept. All that we do has an idea behind it, and every design needs to serve a purpose: driving into real outcomes, whether driving brand awareness, generating engagement, or driving sales. We combine creativity with strategy, and creativity turns out to be impactful as well as practical.
With Sharpener’s success, do you plan to expand the team or take on more clients?
Absolutely, yes. We’re looking forward to taking in more clients and building a team that breaks those design barriers.
On the other hand, we have a great belief in the philosophy of “less is more” when it comes to our team size.
By design, we are small, and we are very proud of that.
This is the reason why, in my opinion, having a focused, close team lets us work more passionelly and of high quality because we’re really thoughtful about who we invite to join the team and not for growth’s sake. This, in turn, keeps both of us founders and our designers more engaged, creative, and happier and ultimately reflects in the work delivered. So, what are your vision and predictions of the future of design? Are you predicting any trends or technologies which you will really want to apply in your work at Sharpener? The future of design is, in my opinion, to become a universal language. More people start realizing the importance and the impact thoughtful design can make for everyday life, and it’s a trend I’m very excited about. Another thing design has shown us is collaboration: It’s fantastic, since it provokes experimentation and new creative possibilities. I think emerging trends are particularly exciting; particularly the minimalist, “less is more” school, which fits in completely with our philosophy at Sharpener. We’re also seeing a move towards the inclusivity and access of design, which, of course, is super critical because brands now cater to a much wider and more diverse audience.
Other trends that have been really gaining momentum are 3D and motion graphics, sustainable design, and also an increase in surrealism to create designs.
These are all areas we are excited to explore and implement in our work at Sharpener as they stretch the limits on what’s conceivable within design.
As two successful designers and entrepreneurs, what words of advice would you give to young, aspiring designers looking to make their mark in the industry? We basically encourage all these young, aspiring designers to just stay curious and passionate. Inspiration can come from the most unlikely of sources, so you have to always keep your eyes open, embracing every opportunity to learn. The design industry, like all industries, is constantly changing, and curiosity will catapult you ahead of the curve. But most importantly, enjoy the journey to becoming creative. When you truly enjoy what you do, it stands through in the work you produce, and that’s what makes you special. Don’t rush-put in the time to discover, try things, and most importantly, have fun!
