To further the conversation of design while promoting ourselves as an integrated strategic brand and design consultancy, it was imperative that we present our stance in a fresh way. To capture attention and imagination, we had to show, not tell, our point of view.

Our bi-annual journal was conceived to challenge norms, shift perceptions and spark new thoughts in the minds of CMOs of FMCG companies in India. Each volume would focus on one branding topic of burning relevance, brought to life through powerful visuals and compelling narrative.

As a global agency with local capabilities, we needed to communicate our strong understanding of international best practices and local nuances. We sought inspiration from the Sivakashi style of design, which is usually seen on matchboxes and firecracker packages. While the classic Indianness remained, we contemporized it by limiting the colour palette for each spread to 2 – 3 colours. Each piece of work was showcased in a compelling, illustrative format with varying treatment extending from a movie poster to the comic strip.

But the experience wasn’t limited to the journal alone. To create the feeling of “unboxing something special” from the get-go, the journal was wrapped in cylindrical cases with a personalised letter for each recipient, which elaborated on our thoughts behind Shift.

150 limited copies of Shift were meticulously silk-screen printed by hand, carefully rolled into their cylindrical cases and hand delivered to every prospective client.

The first volume of Shift was sent out to 150 CMOs and has received a 4% response rate, which is significantly higher than the industry average for direct outreach. With Shift as a conversation starter, we have already signed up two clients, both prominent FMCG brands in India, and are presently in talks with four more large FMCG clients on various briefs. 

We are proud to announce that the publication has received rave reviews from many of recipients for its stunning design and captivating perspective. Two trade publications (Kyoorius Design) and IMPACT have reached out to feature the making of the magazine. Several offices in the Landor network have requested the piece so they can customise and use it in their markets as well as an effective new business tool.