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Strategy ·
Creative Direction ·
Cultural Intelligence
Brand strategy & creative intelligence for luxury and culture-led brands — New Delhi
Scaling and repositioning brands have agencies that can produce — and teams that can ship. What they lack is the layer in between: a strategic creative intelligence that decides what the brand should mean, before anyone decides what it should make.
Campaigns that perform but erode equity.
Five vendors, five versions of the brand.
Category codes copied, never owned.
Positioning, brand architecture, narrative systems, and repositioning programmes grounded in cultural and competitive analysis.
Visual identity, campaign worlds, art direction, and editorial systems, built to be executed by any team, anywhere.
Research-led insight into premium industry codes, consumer mythology, and category semiotics. The why beneath the work.
Eight recent engagements from the studio. Drag a stack, or let it deal.
A diagnostic of where the brand is leaking meaning across positioning, codes, and competitors, closing with a clear strategic direction.
Begin an AuditThe studio as your external creative direction office: direction, review, and quality control across all brand output and vendors.
Discuss a RetainerStrategy-to-shoot design of a launch or repositioning campaign: narrative, casting, channels, and creative system.
Scope a CampaignDesignlabs is an independent studio working at the intersection of consulting rigour and editorial craft. A senior strategy and creative direction core, extended by a network of photographers, designers, stylists, and producers assembled per engagement, so every brief is senior-led, never handed down.
A core team of strategists and creative directors, with specialist collaborators cast per project, the way a house assembles an atelier.
Extensive brand experience across food, beverage, lifestyle, wellness, and dozens of other industries, with strategy sharpened on real briefs rather than theory.
Four years of brand strategy and creative direction from New Delhi, with global exposure spanning European maisons, fieldwork, and markets across continents.
Sanya works at the intersection of consulting rigour and editorial craft. Her practice spans brand strategy for FMCG and lifestyle clients, luxury brand research inside European houses, and four years of strategy and creative direction from New Delhi.
EMiLUX, the Executive Master in Luxury Management at SDA Bocconi, Milan. BSc in Business Administration (marketing & international business), Singapore Institute of Management and the State University of New York.
Founder of Fetch n' Chew, India's first freeze-dried pet food brand, which raised $350,000 in seed-stage funding. Building brands as an operator, not just an advisor.
Primary research and study across European and global maisons and brand houses — feeding a strategy practice grounded in how luxury actually behaves, not how it is referenced.
The Designlabs Research Series is our public body of work on luxury brand strategy, built on archival analysis and on-the-ground fieldwork, including primary research at Palazzo Gucci, Florence.
Palazzo Gucci: heritage, myth, and the architecture of desire.
Codified elegance: how a couture house comes to own a colour.
Manufactured imperfection as a deliberate luxury strategy.
Archives, flagships, and the maison's foundation for the arts.
Archive study at the maison's Paris house.
Inside the brand's Paris headquarters.
Brand immersion at Imola, Italy.
Ours is that meaning, made rigorously, compounds.
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