Dynamic Designs

Branding, communication design, retail design and interaction design is what defines Leaf Design. Sumit Patel, Director, Leaf Design in a candid conversation talks about the retail design industry and about the company’s offerings for the retail sector.
 
Neha Malhotra (NM): Can you brief us about Leaf Design?
Sumit Patel (SP): We are a design consultancy firm based in Mumbai. Leaf Design was found in the year 2002 and our core area of expertise falls in branding, communication design, retail design and interaction design.

NM: What are the products and services available for the retail sector?
SP: We create brand identity, store design, visual merchandising, print (designing in-store communications) and the signage system. We also provide integrated marketing and communication solutions. For the online sphere we develop the online strategy, design development and marketing promotion.

NM: What is the procedure of providing VM solutions?
SP: We first focus on the feasibility of design implementation along with budget constraints, adaptation criteria of various outlets (for client having multiple stores). We also follow the below process of auditing, studying and analysing, proposing ideas and benchmarks, design development and supervising.

NM: Who all are your clients in the retail sector?
SP: Our client list includes Godrej Life Appliances, Tata Star Bazaar, Reliance Digital, House Full International, Disk Hospitality and The Home Store.

NM: What constitutes the core strengths of your company?
SP: Leaf Design adheres firmly to simple design thinking focusing on its core competencies in the area of branding and information design across communication media. Defining and delivering effective consumer experiences.

NM: Do you manufacture or source products? If you manufacture, what kind of a facility have you set up?
SP: No, we do not manufacture. But however we help our clients by sourcing from the vendors. We provide project management and design supervision for implementation.

NM: Customisation is the key word today. How do you ensure that the customer gets what he wants? 
SP: In the area of creativity most of the development is customised, as one brand is different from another. We leverage our expertise in creative strategy to bring complete design solutions to our clients. Each brand has its guidelines which are set accordingly to their identity and positioning.

NM: How has the Indian retail design industry evolved over the years?
SP: Design has become a key differentiator in building the brand experience and the industry at large and has now realised the potential of design applications in providing a better consumer experience. Though, the Indian retail design industry has evolved to understand the local consumer and their needs by providing local and customised solutions, rather than simply following western guidelines.