Digital Agencies
Minimalism aligns perfectly with our “less is more” philosophy: Bianca D’sa & Hetal Ajmera
Mumbai: Sharpener Design Studio, co-founded by Hetal Ajmera and Bianca D’sa, blends passion with precision to create visually compelling and strategically sound solutions for brands. Their journey started spontaneously after a late-night project and it quickly evolved into a fully-fledged design studio, driven by the philosophy that thoughtful design can change perceptions.
Sharpener’s design ethos is rooted in passion and their goal is to create work that speaks volumes in simplicity and creativity. Whether it’s branding, digital experiences or innovative print campaigns, they aim to push the boundaries of design, ensuring that every interaction leaves a lasting impact.
Indiantelevision.com’s Rohin Ramesh, caught up with Bianca & Hetal where they delved on the future, growth & requirement of designing in India.
Edited excerpts
On sharing more about the spontaneous late-night project that led to the creation of Sharpener Design Studio
Absolutely, Sharpener Design Studio was born from a spontaneous spark, one that came during a late-night brainstorm between Hetal and me. Back then, we both worked at Contract Advertising, and our professional relationship quickly turned into a creative partnership. We realized that we shared a passion for design that went beyond the nine-to-five. We’d find ourselves in long conversations dissecting design concepts, not just as a job but as something that fuelled us.
One night, as we were working on a project together, it hit us—why not take this shared passion and channel it into something of our own? The idea of starting Sharpener wasn’t just about creating a business; it was about building something that reflected our belief in purposeful, impactful design. Within a month, we took the plunge, leaving behind our corporate roles to create a space where design could push boundaries and challenge norms.
Looking back, it was the right decision because our vision for Sharpener wasn’t just about individual projects—it was about redefining how brands express themselves through design. That late-night project was simply the start of a journey that we’re incredibly proud to continue.
On ensuring your work maintains that balance while being creatively innovative
At Sharpener, our approach is all about staying true to our core belief: “the idea is the soul, and design is the body.” This ethos keeps us focused on building a clear, resonant concept before diving into the aesthetics. We make sure that every design decision serves a purpose, maintaining simplicity while pushing creative boundaries.
Innovation and simplicity don’t have to be at odds. In fact, we see them as complementary forces. Take our work with NEWME as an example. GenZ is one of the most diverse, trend-sensitive audiences, and they crave authenticity and flexibility from brands. Instead of layering in complexity, we focused on a singular, powerful symbol—the chameleon. The chameleon’s adaptability became the core idea that would carry NEWME’s entire identity. From there, we crafted a visual style that was bold, adaptable, and relevant to GenZ.
By anchoring ourselves to the essence of the idea, we’re able to create work that is visually engaging and timeless, resonating deeply with the audience without over-complicating the narrative. This process has allowed us to create brands that people connect with emotionally and visually, striking that balance between innovation and simplicity.
On sharing some of the most memorable or impactful projects you’ve worked on at Sharpener
At Sharpner Design Studio, some projects naturally stand out for their transformative impact on both the client and us as a design team. Two memorable projects come to mind: our journey with La Folie and our work with Jimmy’s Cocktails. Each of these experiences was rooted in creating powerful design solutions that went beyond aesthetics, delivering strategic brand impact.
With La Folie, it was truly a long-term, evolving relationship. What started with rebranding their logo eventually grew into a full-scale transformation for the brand—from designing unique chocolate packaging to curating in-store experiences and ultimately supporting their retail expansion. Seeing La Folie’s journey from a boutique to a flagship destination in chocolates, while contributing to its growth, was immensely fulfilling. Each step was an opportunity to blend brand heritage with evolving consumer expectations, which has made La Folie’s brand identity truly resonate and endure.
For Jimmy’s Cocktails, the challenge was capturing the essence of mixology and the vibrance of cocktails in a distinctive, market-leading way. Initially, we explored surrealism and mixed media to express the unique identity of each cocktail. However, as the market rapidly became crowded with competing mixers, we re-evaluated and streamlined our approach. We refined the design to create clean, bold bottles that stood out on shelves, coupled with a surreal, colorful brand world used in all other brand touchpoints, from events to digital. This balance of minimalism on the bottle and vibrance in brand storytelling made Jimmy’s an iconic choice for consumers and earned us recognition for innovative brand-building.
Both projects are meaningful because they underscore our philosophy at Sharpner: design as a dynamic tool for brand evolution, problem-solving, and category leadership.
On weaving storytelling into your design work
At Sharpner Design Studio, storytelling is about embedding a narrative that lives on, shaping how people perceive and connect with a brand well beyond our work on it. When we say we “craft narratives,” it means we start with an idea that is profound and meaningful, something that will keep the brand resonant and engaging over time.
Take Jimmy’s Cocktails as an example. The concept we developed was inspired by a “down-the-rabbit-hole” journey—a surreal, unexpected world where diverse ingredients blend into a delightful experience. We used mixed media and a collage style in the packaging to create a visual story that’s both vibrant and cohesive. While our work was primarily focused on the initial design and packaging, that core narrative remains central to Jimmy’s brand identity. Today, their brand is instantly recognizable, whether in a retail space or an event, because the storytelling framework we developed still guides their visual identity.
In essence, we build a brand’s language and legacy. It’s about giving brands a voice that doesn’t need constant retelling but instead becomes a lasting dialogue with their audience, bringing value and consistency that outlives any single campaign or design element.
On some challenges you’ve faced in pushing the boundaries of design
At Sharpner, we often find that pushing the boundaries in design means challenging conventions, and we’ve had our share of obstacles. One project that really tested this was our work with NEWME, a Gen Z fashion brand, where we aimed to create a design identity that both resonated with and challenged its young, ever-evolving audience.
A key challenge was standing out in a cluttered market while appealing to Gen Z’s dynamic, change-loving nature. This led us to the chameleon logo—a symbol of transformation and adaptability. However, the choice was initially met with resistance due to the chameleon’s mixed perceptions, with some fearing it wouldn’t connect. But for us, the chameleon was exactly the narrative Gen Z aligns with: embracing change, rebelling against norms, and constantly evolving. To overcome this, we shared our perspective on how this concept paralleled Gen Z’s values, and ultimately, it paid off. Today, it’s a core element of Newme’s brand, serving as a memorable emblem of adaptability in the marketplace.
Another challenging aspect was translating this concept into a physical retail space. We designed Newme’s stores with a bold pink-to-white gradient that symbolizes constant transition—an unconventional choice that required careful positioning. We knew a gradient, especially one anchored in pink, could be polarizing. Yet, we believed this unconventional approach would make the brand instantly recognizable and memorable, capturing the idea of perpetual transformation in a visually striking way. The results have been overwhelmingly positive, with the store design reinforcing Newme’s core message of embracing change.
At Sharpner, these challenges remind us that breaking boundaries means stepping out of comfort zones, both for us and our clients. And when the design aligns deeply with the audience’s ethos, the results are impactful and enduring.
On trends you are most excited about
Minimalism, for instance, aligns perfectly with our “less is more” philosophy. Today’s audience appreciates designs that feel genuine and refined without unnecessary complexity, and we see this as a way to create clarity and focus. We’re also keen on inclusive design—considering accessibility not just as an add-on but as a core part of the process. By designing with everyone in mind, we help brands reach and resonate with diverse audiences in a meaningful way.
Trends like 3D and motion graphics allow us to create dynamic and immersive experiences, while sustainable design practices help us contribute to a more responsible future. Surrealism is another area that’s captivating—it lets us bring an imaginative twist to brand narratives, adding layers of intrigue and engagement.
At Sharpener, we’re not just following these trends; we’re actively exploring how they can enhance our design philosophy and amplify our clients’ brand stories. For us, it’s all about pushing the boundaries thoughtfully while staying true to our core belief that design should be purposeful and powerful.
On seeing Sharpener growing or evolving in the next few years
Sharpener’s growth over the next few years will be rooted in our values of quality and collaboration. We see ourselves as a compact, agile team where each member’s contribution is visible and valued. This structure lets us stay innovative and nimble, delivering focused, impactful work for our clients. As we grow, we’ll deepen our expertise in brand storytelling and design, exploring emerging mediums while staying true to our ethos. Expanding thoughtfully, we’ll maintain that “small-team energy” where everyone’s input truly shapes the creative process.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
