The Client
Creantt was founded as a Creative Hub for a London-based Indian IT company, designed to combine Scandinavian creativity with Indian production. With eight global offices and 350 employees, Creantt's mission was to design innovative digital products in Stockholm, while production and development were handled by teams in Chennai and Bangalore.
The Stockholm office (in Kista Science Center) hired very competent assets within Creation, Strategy, Marketing and Sales.

On the table
As Creative Director, my role was to oversee and lead all creative initiatives globally. This case, however, focuses specifically on my work in developing Creantt’s corporate identity (CI) and design strategy from the ground up.

The Challenges
Though Creantt was a startup, it faced the complexities of a larger organization with its 350 employees and multiple offices. The company lacked clear procedures, and the product portfolio was cluttered with unfinished projects. My primary challenge was to establish a seamless pipeline between Stockholm and the production teams in India, all while shaping Creantt’s brand identity.

The Making
Designing the logo for Creantt was a collaborative effort, with the idea of using a Tesseract emerging from internal discussions. Given the agency’s role in creating diverse digital solutions for clients, our own branding needed to be flexible and minimalist, ensuring it didn’t overshadow client projects. Balancing the Scandinavian preference for simplicity with the Indian management's desire for a colorful, vibrant aesthetic presented a unique challenge. I opted for a design rooted in simple geometric forms, with an oriental influence, and incorporated a color palette that resonated with both Asian and Western markets.

Delivery
The final result was a dynamic corporate identity, including a modern website, compelling presentations, and effective sales materials. Although the branding was a success, after two years of effort, the venture was ultimately closed due to ongoing challenges in meeting Scandinavian quality and deadlines from the production teams in India. Nonetheless, the Creantt brand stood out as a powerful fusion of global design perspectives.