Let’s start with the vibe—how did two best friends end up building a motion studio together?
Rishabh. We’ll have to go back to our college days for this! Raz was studying animation, and I was in communication design. I didn’t like him much at first; he was …unique. Then, he approached me with a request to create a video to ask a girl to prom.
I agreed to help, hoping to see him embarrassed. We spent three days storyboarding and animating. On reveal day, we asked a friend to bring the girl to our lab. While some friends hid, Raz showed her a typographic video that asked, “Will you go to prom?”
She rejected him, but we enjoyed blending design with animation.
Raz. Rishabh covered the timeline well, but here’s my take. I used to be nice and not jump to conclusions, while Rishabh was quiet and focused on good work (he might disagree). Naturally, I stalked him on Instagram.
When I wanted to ask a girl to prom, I enlisted Rishabh’s help for a great animated proposal. Although she said no, collaborating meant more than heartbreak. We often worked on college events and projects, sneaking animation into everything we could.
Around that time, I got hooked on MotionWorks and dragged Rishabh along to binge-watch for inspiration. We analysed our favourites frame by frame.
During lunch, we joked our work wasn’t just Raz + Rishabh, but Raz x Rishabh, which became our shtick. We named our college studio Rsquare. Just to clarify—we’re not a couple, just two straight best friends. What started as a joke evolved into our name for freelance projects after graduation.
You described R Square as “Visual thinkers who love motion.” How do you define your aesthetic, and how has it evolved?
Raz & Rish. We don’t adhere to a specific aesthetic and prioritise approach over style. However, we’ve observed that we naturally prefer type-based motion that animates brand identities, blending 2D with faux 3D. The interplay of different mediums excites us and brings us the most joy.
We start by exploring various ideas and creating multiple prototypes. This helps us determine what works best, ensuring that the concept or brand shapes the design instead of our personal preferences.
Since college, we’ve focused on projects that excite us rather than following trends. This mindset remains unchanged. Watching inspiring work from various sources shaped our perspective. Exposure to diverse designs, not just from Indian studios, has sharpened our ability to discern what feels right.
Style emerges when you stay free and experiment. Some days you create something new, while other days what works is enough, and that’s fine. Instead of aiming for a fixed style, we focus on a clear process of thinking that allows our work to evolve, even amidst the mess.
Many young creatives are balancing full-time jobs, freelancing, or side hustles. How did R Square evolve from a passion project to a source of income? What shifts occurred in your mindset or workflow?
Raz & Rish. We started Rsquare in college with a simple dream: to avoid traditional jobs and create enjoyable work while getting paid for it. Our studio stemmed from freelancing together, and after gaining experience at various studios, including Buck Design in New York, we moved back to India in 2022. Faced with the choice to find new jobs or fully commit to Rsquare, we chose the latter, supported by some savings and family.
Our first project with Studio November for Kyoorius Design Yatra helped us gain traction. Clients initially came through word of mouth, and consolidating our efforts under Rsquare attracted more business. Throughout our journey, we’ve sought advice and are grateful for the support we’ve received.
For those considering a similar leap, demonstrating clear value in your portfolio is crucial. Show what unique problems you solve and highlight your unique skills. We focused on partnering with design studios for motion skills, recognising the growing need in that area.
What’s it like working with your best friend every day? Do you divide roles, or is it a shared chaos?
Rish. That’s a good point. I wouldn’t be running a studio without Raz. We’re both equally passionate, which is essential for Rsquare’s existence At Rsquare, we juggle many roles: designer, accountant, project manager, and more. While some days are tough, having each other makes it bearable and fun. When one of us feels drained, the other lifts our energy, and we’ve learned to manage our creative differences more healthily.
Most conversations tend to be work-related, so we established a rule: no work talk after 7 pm. It doesn’t always stick, but it helps to focus on being friends rather than discussing invoices.
Raz. Even though we became friends through work, we’re now best friends first. When life and work blend, the lines get fuzzy. I used to create elaborate motion edits for Rishabh’s birthday, but now I just send him a note or a t-shirt—guess that’s growth.
Bringing more people into the mix has helped us stay sane, as it became repetitive with just the two of us. Our creative team usually consists of four to six members, including interns, which brings fresh energy. We’ve worked together so long that we sometimes finish each other’s sentences, and things get interesting when we both fall for the same bad idea.
We recently brought Bardan on full-time—he’s an incredible animator who has greatly influenced our projects and taught us valuable skills.
How do people price creativity? How did you determine your rates when you started? Did you undercharge initially, and how did you learn to value your work?
Raz & Rish. We initially struggled with pricing, charging around ₹2,500 for logo animations. It was mostly trial and error as we adjusted quotes along the way.
Working with international studios gave us a glimpse of global pricing, but the Indian market was different. We consulted friends both here and abroad to determine fair pricing.
We found there wasn’t a standard for our work, so we experimented. Each project became a test to see what worked and how much value clients perceived.
Now, we price based on project complexity, time lines, and work type. Some creative tackle 1-2 big projects a year, while others take on 6-10 medium ones. It depends on your energy, goals, and desired reputation.
There isn’t a set formula for our approach. We simply ask ourselves the following questions:
What value are we providing to the client?
How much time are we dedicating to this task?
Are we engaged in this work because we’re genuinely excited about it or just because it pays well?
These questions typically lead us to our answers.
Motion design is dynamic and requires time, tools, iterations, and storytelling. How do you justify the cost to clients wanting quick, flashy results?
Raz & Rish. When a new client arrives, we explain our process and showcase past work to highlight the effort involved in creating quality motion. Achieving this requires a certain budget.
Many clients are new to motion design, so we outline the process, requirements, and budget ranges clearly. We maintain a minimum project engagement level and communicate the implications of tighter time-lines or smaller budgets, which may involve adjusting the scope or cost. Sometimes, we simply choose to pass on projects that don’t meet our criteria.
We’ve learned that not every project is worth pursuing. If it’s not creatively exciting or risks team burnout, we’d rather skip it.
Good motion requires time and iteration. For quick, copy-paste solutions, look elsewhere. We’re committed to thoughtful, brand-focused work made with intention.
Have your pricing strategies evolved? Do you charge based on time, output, or your thought process? Any hard lessons learned?
Raz & Rish. Initially, we explored various numbers and clients to understand our market position. Over time, we’ve clarified what feels fair and sustainable, reflecting the value we provide.
Our quotes emphasise the process - thinking, researching, collaborating, testing, and problem-solving rather than just deliverables. Each project is custom-made; we don’t sell templates.
Key decisions happen before production begins. Understanding why something moves, not just how, shapes the outcome and informs our pricing.
One of our early mistakes was undercharging for projects that required additional resources, such as render farms, voice-overs, or licensed music. Now, we ensure scoping and planning are included in every quote.
Importantly, we shifted our mindset from freelancers to thinking like a studio, which transformed our pricing, pitching, and how others perceive us.
You’ve worked on exciting projects like Moj, D&AD, and the ICC Champions Trophy. How did those collaborations come about, and what have you learned from working with international versus Indian clients?
Raz & Rish. Most of our collaborations come from recommendations by friends, followers, or connections made on Instagram or Behance. We focus on building genuine relationships rather than cold emailing.
Effective ways to connect include Instagram Q&As, DMs to admired individuals, and reaching out in new cities. While old-school networking still has its place (LinkedIn has made us hate this word), staying genuinely engaged online is crucial.
How do you choose your collaboration partners, and what makes a creative partnership successful for you?
Raz & Rish. At Rsquare, our best work comes from talented people and shared passion. Our 3-month internship program has introduced us to many skilled individuals, emphasising collaboration alongside strong design and animation foundations.
Our process is highly collaborative; we engage actively, brainstorming and problem-solving together rather than merely handing off briefs.
Passion and kindness are essential qualities. We believe that productive collaborations leave everyone proud of their work and fairly compensated.
We prefer studio partnerships that embrace experimentation and creativity over the safest options, fostering mutual trust where each side contributes their strengths and encourages growth.
What’s a dream project that felt 100% “you”—and also paid fairly for your effort?
Raz & Rish. It’s hard to choose just one, but Kyoorius Design Yatra 2023 stands out. While it wasn’t the highest-paying project, it perfectly combined our passions for design and motion. We handled the logo reveal, theme animation, speaker titles, and break graphics.
Experiencing our work on a massive screen in Goa was surreal. It was our first time seeing it live and vibrant, and it holds a special place for us. Adding this to our portfolio also opened doors to higher-paying gigs.
Another favourite is a project with Pollinate Labs. While we can’t share much yet, the process was both fun and creatively fulfilling. We’re also working on some internal projects that are still under wraps, but we’re excited to share more soon. These passion projects help keep our creativity alive alongside our commercial work.
Many Gen Z creatives struggle with feedback, especially when it challenges their original ideas. How can they turn critique into opportunity? Any advice?
Raz & Rish. We’ve all experienced the sting of feedback after putting hours into a project. It’s essential to remember that feedback is about the work, not personal.
In client work, it’s vital to understand the reasons behind feedback. If there’s a misalignment, share your perspective, but prioritize the client’s vision and happiness over winning arguments.
Different clients have varying approaches; some prefer collaboration while others want us to execute their ideas. Regardless, separating yourself from the work is key. Constructive feedback can enhance outcomes.
However, feedback without context or delivered negatively can demoralise. At Rsquare, we strive for clear, kind, and honest communication to create a better experience for everyone involved.
For young designers starting out - freelancing or navigating studio life, what advice would you give to balance passion with pricing?
Raz & Rish. Some of our favourite projects weren’t the highest paying but allowed us to experiment and attract the right clients over time.
Many new design graduates choose corporate jobs for better pay, often disliking the culture. If you aspire to work creatively, set aside time for personal projects and aim to build a strong portfolio over 5–6 months.
Think of your career in seasons—there’s time to hustle, learn, and rest. Starting at a design studio can provide valuable hands-on experience, and if you shift later, corporate jobs typically offer higher pay.
And lastly, what’s next for R Square?
Raz & Rish. Exciting changes are coming! We’re re-branding and launching our new website soon.
We’re excited to host our upcoming online workshops.
Our focus isn’t on a huge end goal; we’re dedicated to meaningful work, collaboration, and exploring the journey ahead. This approach has worked well for us.
