Independent Cut The Crap (CTC) has announced the launch of its design unit 'Design Sell'.
The new unit will function with a separate team, headed by Renuka DeSilva, creative director (art).
Jagdish Acharya, founder and creative head, Cut The Crap, said, “I am excited to announce the launch of Design Sell! CTC has made its mark as a creative boutique for brand building. Design Sell derives its DNA from CTC. Design is never without a marketing purpose, the objective of design in the world of brands is to sell and to therefore it is imperative that design be strategic and a part of the brand building ecosystem. Therefore the name Design Sell. The need was felt to launch the division on its own so it can be nurtured and grown to its true potential.”
Acharya added, “The demand for strategic design has been growing, not just from one-off clients looking for logos, brand identity and such. We work a lot with start ups. Some of them need only design inputs first and a full service creative interface later. Then there are those who use only BTL as a medium of brand building and they need it to be managed through strategic inputs similar to ATL.”
DeSilva, said, “I am looking forward to building Design Sell on the terra firma of strategy and creative foundations of design. It is the understanding of brand and marketing needs that will differentiate us from other design houses. Our aim over the next two-three years will be to build a strong portfolio that showcases our point of difference. Business will only follow.”
DeSilva joined Cut The Crap from Lowe Lintas. In a career spanning 15 years, she has also worked with O&M, Interface, Mudra and L&K Saatchi & Saatchi.