Kahani is a young communication design practice. We love a good story and we’re passionate about using design to tell interesting, engaging stories. The kind of work we enjoy doing brings together people, ideas and inspiration from life, literature and art.

Is Kahani Designworks primarily an illustration and design company? Do you also work on brand building and corporate identities?

We do many different kinds of creative and strategy work including illustration, graphic identities, publication design and digital design. Every kind of assignment we take up has the same objective: communication. So whether the need comes from industry, the arts or social entrepreneurs, we work with every kind of client.

Tell us about your designers. Did they go into fine art or design schools? How do you pick them up?

Everyone that’s been part of our team at the studio went to design school. It’s not a requirement, but it happened that way because we’re always looking for people who bring rigour to their work. That’s something that seems to come from formal education, though it’s not a rule. What we do ask of our team is that they commit to the studio culture and work ethic, because we’re not a media house or ad agency and the rules of the game are very different.

How would you define the design style at Kahani Designworks.

We don’t have a style, and the hope is that we never develop one. Every story is unique and our approach to every project is fresh and new. We like to make work that is relevant and well crafted.

What does Kahani Designworks do which sets it apart?

At Kahani we believe that in order to communicate something well, one has to dig deep to understand one’s own context. A client has to discover their own story and what makes their offering distinct. Uncovering this story and building a design process to tell the story is what we do best at Kahani.

One area we like specialising in, is in communication for the arts and cultural sector. A work of art, an interesting museum, a performance or an exhibition can bring so much joy to people, that its really exciting to work for clients that put these experiences together. It’s very satisfying to contribute to the creative landscape in this way.

Who was the most influential personality on your career in Brand Building?

Michael Wolff and Wally Olins. Through all of their books, lectures and conversations they’ve taught us two very important things: brands are built on empathy and brands are built on truth. You can try to fudge a lot of things, but you can’t escape these two.

What made you start Kahani Designworks?

A very simple idea: that we thought we could do things better. We wanted to be better designers, better collaborators, better thinkers and yes – better design entrepreneurs. The only way to do that was to make the leap and see if we could fly.

How important is the focus on good design in Kahani Designworks.

Successful communication requires two things in equal measure: good design and great content. You can have a brilliant visual concept, but without a meaningful message that speaks to your audience, you may as well quit the job.

Are you working with any advertising agencies? Any brands?

We work directly with start-up brands, and with most of our clients, as a matter of fact. No agencies involved as of now.

What do you feel about the state of design in India? Do you feel that our collective aesthetics need to improve?

We have the most amazing sense of aesthetics in this part of the world, thank you very much! Do our aesthetics need to improve? No. Does the value we give to design need to improve? Yes. Because design is not just aesthetics – it’s a way of synthesizing thought and action into an experience. It’s a way of giving a meaningful idea a physical form. What more people need to understand is that design can actually change our everyday experiences and that that is worth thinking about, it’s worth investing in.

Any other Indian graphic designers who you admire?

The work done by early NID designers has been a tremendous learning experience, particularly the identities executed by Vikas Satwalekar, SM Shah and Mahendrabhai Patel. Sujata Keshavan has been a huge inspiration when it comes to running a successful, influential design practice.

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?

Anyone that wants to be a graphic designer and believes that they were made for it, should probably go ahead and take it up – because that’s a feeling that will never go away if you’re doing something you don’t enjoy. Our advice to people who do get into design: work hard and be nice to people – there are no shortcuts. And while you’re working hard, be disciplined. 80 hour weeks are nothing to brag about – they just mean you’re not working right.

Who would your design team like to take out for dinner?

Naseeruddin Shah. He’s our favourite actor and storyteller, by far! We’re all in awe of him.

What’s on the company iPod?

People visiting our studio for the first time think that it’s a very open, calm environment, something that’s very important in a noisy city. When you find us playing music, it could be absolutely anything in any language.

Mac or PC?

Mac and nothing else.

Whats your Twitter Handle?

We tweet as part of Perch (www.perchontheweb.com)– our online design writing space. Follow us @tweetsperch

The Kahani Designworks official website is here.