Sharpener: The Creative Design Studio Shaping Brand Stories in India

In conversation with Bianca D’Sa & Hetal Ajmera, Co-Founders of Sharpener Design Studio, we explored how Sharpener is leading the creative design industry in India with their personalised and nuanced approach.

Sharpener’s foundation is rooted in your shared love for design and dynamism. Can you tell us about the journey that led both of you to create Sharpener? What was the initial spark?

 The journey of creating Sharpener Design Studio started with a shared passion for design and creativity. After working in the advertising industry for a few years, Hetal and I crossed paths at Contract Advertising, and we instantly clicked. It didn’t take long for us to realise that we worked better together than apart. Our conversations often drifted toward design, and we’d find ourselves discussing it at length, outside of work hours. That connection, along with our mutual drive to push creative boundaries, sparked the idea of starting our own design studio. Within a month, we made the bold decision to resign from our jobs and pursue our dream—Sharpener Design Studio. It was a leap of faith, but one that felt entirely natural given our shared vision.

Sharpener’s motto is ‘the idea is the soul, and design is the body.’ How do you ensure that each project embodies this philosophy? Can you share an example of a design where this balance was especially critical?

 At Sharpener, our motto, "the idea is the soul, and design is the body," is more than just a statement—it’s the foundation of how we approach every project. Our process always begins with ideation. Before jumping into design, we take a step back, work with the client to thoroughly understand their needs, and brainstorm various concepts. Through these, we explore different spaces and ideas until we find one that resonates deeply with both the brand and its audience. Once we’ve locked in that core idea, we use it to build a visual narrative and brand identity that feels authentic and impactful.

An example that stands out is our work with NEWME, a fast fashion brand targeting GenZ. This audience is constantly exposed to a variety of brands, making it incredibly challenging to stand out. We had to tap into their mindset, understand their evolving preferences, and create something that would capture their loyalty. The idea of the chameleon for NEWME’s logo was born from this insight. The chameleon, with its ability to adapt and embrace new colours every day, mirrors the versatility and dynamism of the GenZ persona. From there, we developed a modern and distinct visual identity that resonated with this audience, making NEWME a brand that GenZ girls see themselves in and want to be a part of.

What sets Sharpener apart from other design agencies in the country?

 What sets Sharpener apart is the level of passion and commitment we bring to every project. For us, it's not just about delivering a design—it’s about pouring our heart and soul into every piece of work. Whether it’s a large-scale project or something smaller, we treat it with the same level of care and attention. We believe that every design should tell a story, and that’s where we focus our energy: on creating something relevant, memorable, and distinctive. It’s this dedication, the blood and sweat we invest, that truly makes Sharpener stand out in the crowded design landscape.

You’ve worked with high-profile brands like SheRox by Jacqueline Fernandez, Nush by Anushka Sharma, and more recently 82°E. What are the key factors you consider when aligning your design approach with the brand’s identity?

 When working with high-profile brands like SheRox, Nush, and 82°E, we ensure that our design approach is deeply aligned with several key factors. First, we dive into the brand’s values, mission, and positioning—this helps us stay true to the brand’s core identity. Understanding the target audience is equally critical. For instance, with Nush, it was about reflecting Anushka Sharma’s personal style while appealing to her wide fan base.

We also consider current market trends in the brand’s category but always weigh this against the need for relevance and distinctiveness. While it’s essential to stay current, our priority is to create designs that stand out from the crowd and remain memorable. By balancing these elements, we ensure that each design is not only aligned with the brand’s identity but can evolve and stay relevant over time, making a lasting impact on the audience.

How does Sharpener balance creativity with the practical business needs of your clients?

 At Sharpener, balancing creativity with the practical business needs of our clients starts with understanding their goals and establishing clear, transparent communication from the get-go. We make sure we're aligned on what the client wants to achieve and how we can help them get there through design. We also partner with strategists to ensure that our creative concepts are not just visually striking but also effective in meeting the client’s business objectives.

Equally important is functionality. We don’t just create pretty designs; everything we do is deeply embedded in an idea, and each design serves a purpose. It’s about making sure the creativity translates into real-world results, whether that’s driving brand awareness, increasing engagement, or supporting sales. By combining creativity with a strategic approach, we ensure that our designs are both impactful and practical.

Given Sharpener’s success, are there plans to expand the team or take on more clients?

 Yes, we definitely plan to take on more clients and continue building a team that pushes the boundaries of design. However, we firmly believe in the "less is more" philosophy when it comes to our team size. We’re proudly small, and that’s by design. We’ve found that having a focused, tight-knit team allows us to produce more passionate, high-quality work. Rather than expanding for the sake of growth, we’re very intentional about who we bring on board. This approach keeps both us, as founders, and our designers more engaged, creative, and ultimately happier, which reflects in the work we deliver.

Where do you see the future of design heading? Are there any emerging trends or technologies that you’re excited about incorporating into your work at Sharpener?

 I believe the future of design is heading toward becoming a universal language. More people are recognizing the relevance and impact that thoughtful design can have on their everyday lives, and that’s a trend I’m excited to see grow. Design is also becoming more collaborative, which is fantastic because it encourages experimentation and opens up new creative possibilities.

In terms of emerging trends, I’m particularly excited about the rise of minimalism—the “less is more” approach fits perfectly with our philosophy at Sharpener. We’re also seeing a shift toward inclusive and accessible design, which is essential as brands cater to a wider and more diverse audience. Other trends like 3D and motion graphics, sustainable design, and the use of surrealism in design are also gaining traction. These are areas we’re eager to explore and incorporate into our work at Sharpener as they push the boundaries of what’s possible in design.

As two successful designers and entrepreneurs, what advice would you give to young, aspiring designers looking to make their mark in the industry?

Our advice to young, aspiring designers is simple—stay curious and passionate. Inspiration can come from the most unexpected places, so keep your eyes open and embrace every opportunity to learn. The design industry is constantly evolving, and being curious will help you stay ahead of the curve.

But more than anything, enjoy your creative journey. When you love what you do, it shows in the work you create, and that authenticity is what makes you stand out. Don’t rush the process—take the time to explore, experiment, and most importantly, have fun with it!