Crafting the Cosmic Bang in Branding Universe!
Born from a cosmic "AHA moment," BigBrandTheory (BBT) isn't any average branding agency. Their creativity shines like a supernova, teaming up with visionary minds to create brands that conquer the celestial sphere. This article delves into their origin story, how they redefine "making it big," and their unique approach to crafting desi narratives and complex engineering design projects.
What is the origin story of BBT? Is there a well-thought Sheldon Cooper hypothesis or a momentarily brain itch leading to the Bazinga!?
(Verbatim by Pravin Shah, the Founder) The inception of BigBrandTheory was a profound “AHA moment” etched in my memory. Around 2:30 in the afternoon, inspiration struck, drawing parallels to the concept of the Big Bang, the cosmic event that marked the beginning of everything we know. The name, BigBrandTheory, was crafted with a similar notion of singularity and creation emanating from a central point. This concept resonates with the idea that, like the universe, this firm started from a singular point and has been expanding and evolving ever since.
Making it Big is a recurring motif of BBT. In the context of a brand agency leading its trail, what defines a brand “making it big” in the industry?
We believe in Alvin Toffler’s learn, unlearn, and relearn approach. Making it big, for us, transcends conventional milestones—it’s a perpetual pursuit of the next significant goal. We understand that in the dynamic landscape of the brand industry, there is always something monumental waiting for us in the future. Making it big, therefore, is not a destination but a journey marked by an unquenchable thirst for excellence and a relentless pursuit of the next “big” breakthrough, idea, or success and this goes beyond the walls of our agency. We are actively encouraging our clients and partners to embrace the same ethos—to think big with us. Through collaborative efforts, we propel not only ourselves but also those we work with towards new heights, fostering a culture of innovation, daring endeavours, and shared success.
What is the single most challenging thing that the BBT founder(s) has to face while creating a unique identity in the crucial branding marketplace?
Forging a unique identity in the competitive branding marketplace is a formidable challenge. You need dedication, extensive brainstorming, and a distinctive touch to stand out - not an easy task list. We have been jettisoning a 15-year history of a stereotypical perspective and making room for the new and innovative. Our founder recognised that to redefine the brand’s identity, it was crucial to say NO—no to the familiar, no to clients and businesses that didn’t align with the envisioned transformation. BBT set its sights on brands seeking specialists, not generalists. Surviving the 18-month decision period required resilience, vision, and the ability to weather uncertainty. But we did it successfully.
Fetched from your online portfolio, Almora Atlas, The Pahadi Story, or Spirit of the Tribe, each of these branding projects illuminates the desi essence, storytelling being one of the prominent groundwork for such projects. How different is it to create a native brand narrative as opposed to international markets in the present world of design?
(A piece of mind by BigBrandTheory brand-o-nauts) We have concluded that the Indian demographic is highly inspired by storytelling. The distinction between crafting narratives for desi brands and international markets in today’s design landscape lies in the understanding of the unique cultural context and aspirations of Indian demographics. Taking The Pahadi Story as an example, it brings joy to witness how we’ve outlined the brand’s three core principles: From the Himalayas, For the Women, and Wellness for the World. This purpose serves as the North Star, guiding both us and the brand owners in all communication and ongoing branding initiatives. In our observation, dealing with a desi brand means engaging with entrepreneurs who are not only dreaming but also actively creating their startup or guiding a legacy Indian brand through scaling up. Garuda is a great example of this too
One of the most ambitious projects that BigBrandTheory has successfully worked on is Garuda Aerospace. It is one of the rarest sights when a creative branding agency indulges in such complex engineering design. What was the on-ground experience like?
The journey with Garuda Aerospace is incredibly meaningful to us; it is more than just a brand—it is a vision held by the co-founders to create opportunities for youth, empower farmers, and pioneer India’s first Drone-as-a-Service brand. The resonance of the name and the profound thought process immediately captured our enthusiasm. Delving deep into the technology, the field, and the overarching purpose, we deciphered the holy trinity of the brand—youth, partners, and farmers. This purpose became the driving force behind our efforts to rebrand and infuse the brand with new energy. We are honoured that the project was unveiled by our Honourable Prime Minister Narendra Modi and that MS Dhoni has invested in the brand. The on-ground experience was exhilarating as we witnessed the brand take flight, both metaphorically and literally.
Walk us through the Promethean inventory....what does a typical day look like at BBT as you are gearing up for a comprehensive brainstorming session? How much time does it take for a design to transform into a final output from scratch?
If it’s a Monday at BigBrandTheory, our typical day would start with a comprehensive team meeting, including both founders and team members. Beyond diving into work details, we prioritise discussing the latest trends in the world of OTT or any noteworthy experiences from the weekend—a collective idea exchange session. Following this, we break out into smaller teams, engaging in focused discussions about their respective projects. We keep our project tracking simple, using Excel without the need for fancy software, emphasising trust and ownership among team members to ensure efficient work completion. The process of transforming an idea into a final design output typically follows a structured timeline. It begins with the conceptualisation phase, moving from the initial idea to a mood board, followed by sketches and rough drafts.
After gaining the necessary approvals, the design undergoes finalisation. In the case of a logo, which is a crucial component of the brand design foundation, this journey takes approximately 4 to 5 weeks. It is important to note that other design elements adhere to their unique project timelines, ensuring a thorough and thoughtful approach to each aspect of the creative process.
From the eminent list of projects you have worked on, which one made you sweat the most?
Hmm! If we talk about breaking a sweat, the scale of a project becomes noteworthy. In the past year, we undertook the task of refreshing the brand for Trend Micro, a global leader in cybersecurity. With a timeline spanning 6 months, involving coordination across 65 countries and engaging with 7000 stakeholders, the magnitude of this endeavour required herculean efforts to deliver. Ultimately, the culmination was a grand launch in Orlando, with 3000 physically present attendees and the rest joining online. Undoubtedly, this project stands out as one of the most memorable and impactful experiences for BBT.
Can you share with us exciting details about upcoming launches? What does the future look like for BigBrandTheory?
We are in the process of incorporating a glass morphism treatment for a global campaign scheduled for release in 2024. We have a lineup that includes corporate rebrands and milestone campaigns for India’s largest auto component manufacturer. We are also engaged in two government projects focused on rural development and the creation of state-level brands. There is also an intriguing and unique content project on the horizon, resembling a decade-long venture
(Touchwood) We are setting our sights on establishing a global office in 2024 as well!