Brands create meaning and impact when they’re rooted in culture.

Brands create meaning and impact when they’re rooted in culture.

That’s why our branding approach is embedded in research that seeks to understand the lives of people, nuances of their behaviour and the cultural shifts they inform. But all of these phenomena are undergoing near constant change. 

No matter what business a brand is anchored to, the terrain needs both frequent and deep attention and investigation. 

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Strategy at Thought Over Design is a vertical dedicated to doing deep cultural work that creates enduring brands.

Our research is not aimed at explaining industries or co-opt taglines. We spend time uncovering and articulating the elusive inner tickings of our world. We converse, watch, listen, read and trace patterns in the sand to find inspirations for change and innovation. 

This is because the conventional approach to research often reiterates the well-documented and known. This can confirm change that is already well underway, but stops short of clarifying fuzzy behaviours that businesses need to identify and make meaning of.

Our attempt is to focus on these unknowns and help shape a fresh imagination of consumer lives and their priorities.

Our strategic research methodology relies on both direct and indirect sources of information and inspiration, and adapts to the specificities of the project at hand.

Our strategic research methodology relies on both direct and indirect sources of information and inspiration, and adapts to the specificities of the project at hand.

Our strategic research methodology relies on both direct and indirect sources of information and inspiration, and adapts to the specificities of the project at hand.

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IN-DEPTH BRAND IMMERSIONS

Brands on the outside are shaped by people on the inside. We often kick-off projects with brand immersions to unearth brand intent by interacting with key stakeholders.

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QUALITATIVE PRIMARY RESEARCH

The ones we serve are people first, and consumers later. Through 1-on-1 interviews conducted in-house, we aim to capture real human insights. Unlike traditional research agencies, we don’t mount large quantitative exercises or surveys. Rather, our focus is on qualitative nuances and texture. 

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EXPERT INTERVIEWS

We speak to veterans and experts who can share a macro view of the given field. In past projects, we’ve engaged with fertility specialists, executive chefs, venture capitalists, TV producers and content creators.

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SECONDARY RESEARCH

We immerse ourselves in the cultural worlds of different consumers and categories through books, films, music, art, web culture. This deepdive into a world of inspiration and insights helps add more layers to our understanding. Additionally, we look at other brands in the same or adjacent categories, not just in the immediate competitive set, but from other markets and countries.

Insights are the building blocks and a starting point for our work.

Based on the business and brand you're building, we'll customise the right approach for you so you can make the most of our insights teams' knowledge and process.

This rigorous research gets distilled into presentations, documents, writings and visual stories with illuminating and actionable insights and ideas for brands.

How it helps

  • Cultural and consumer insights that help anchor the brand.
  • Create a relevant, empathetic human portrait of our consumer.
  • Find inspiration and benchmarks for the kind of brand we want to create.
  • Add nuance and texture in the language and storytelling the brand does.
  • Articulate and define precisely what difference the brand is making to the world. 

OUR STRATEGY TEAM

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ANUSHKA SANI

Creative Director

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ROHINI PANDEY

Strategy Director

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DISHA PINGE

Strategy Director

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DIVYA BHAGAT

Strategist

FOUNDER TESTIMONIALS

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FOUNDER TESTIMONIALS

Leverage our strategy team for your business.

Our strategy team gets involved and ensures that before we begin a design / creative project - the brief is well informed and the brand foundations are in place. Apart from this, we’ve also worked with clients on focused strategy projects to arrive at consumer insights and a relevant brand purpose.

Get in touch with us and let us know how we can help you!

Send us a brief on info@thoughtoverdesign.com and we'll customise an approach for you.

Building Brands with Purpose

Building Brands with Purpose

© 2021 Thought Over Design

© 2021 Thought Over Design