“We work with brands to create telling stories across mediums. Our design has a strong content connect and it attracts brands looking for the same. We operate like a record label, encouraging senior artists to manage their own studio and team. We now have studios in Bangalore, Goa and Kochi.”

What made you start Watercrab?
It was three of us. It was a seemingly good idea at the time.

Tell us about your creatives. Did they go into fine art or design schools? How do you pick them up? The copywriters?
Most of the designers are from Fine Art schools. The copywriters are usually people who had enough of other industries. We look at portfolios, rather than resumes. Although, quite a lot of people apply as first-timers, especially for copy, so we administer a copy test. Most of the recruitment happens through our network, which is still the best way to find creatives in India.

Is there a ‘Creative Brief’ format that Watercrab follows? We know the better the brief, the better the creatives…
Yes of course, we have a skeleton brief for each medium which we then tweak heavily for each client.

What does Watercrab do which sets it apart?
One as I mentioned above is the strong content-based design. Secondly, and it’s something clients learn as they go along; we put a lot of effort into even the smallest of creatives, even if it’s an email signature or an employee ID badge, as long as it is part of the story, we try to make it unique. And third, since each of our studios is headed by a senior creative partner, there are uniquely different creative styles to choose from.

Were there any particular role models for you when you grew up?
Answering this collectively – None that were related to design.

Who was the most influential personality on your career in Brand Building?
The founder at the previous agency we all worked in. He taught us how to be entrepreneurs and he taught us the power of good design.

How important is the focus on good design in Watercrab?
Good design or die.

Do you function like a traditional advertising agency? Or would you call yourself more of a graphic design/branding agency?
At this stage we are neither. It’s always a combination of things that tells the story best. Branding, graphic design, advertising, UI Design, motion graphics, whatever it takes.

What do you feel about the state of design in Brand Building in India?
It’s a good time to be alive. From small studios, to international powerhouses, the design landscape is evolving at top speed. Everyday we come across new studios, and are awe-struck by their work.

Any other Indian agencies you admire?
Ishan Khosla, Taproot, Elephant Design. There are so many that we admire (but can’t remember)

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option? Or Advertising and brand building?
Learn all sides of the industry. Designers need to understand copy to create great design. Copywriters need to understand design to write relevant copy. And they both need to understand servicing.

Who would your design team like to take out for dinner?
Humble Politician Nograj, Saul Bass when he was alive.

What’s on the company iPod?
Gangster Rap

Mac or PC?
PC

Whats your Twitter Handle?
We don’t have one. Find us on Instagram : crabogram