Creative Director
Building brands since 2010
The Story
I started TWO Design because I hated my job.
Not the work itself—I loved the creative work. What I hated was everything around it. The layers, the politics, the all-nighters worn as badges of honour while anyone leaving at 8pm was made to feel guilty. I spent years at Ogilvy working on briefs for clients I never once got to meet. By the time a brief reached me through the chain of telephone—CEO to exec to servicing to Creative Director to me—the soul had been squeezed out.
So I moved back to my mother's house in Pune, rented a tiny apartment up the road, and started my own studio. I called it TWO because I wanted zero degrees of separation between client and creative. The people explaining the brief should talk directly to the people doing the work. Still feels like the most honest way to operate.
The first few years were slow. But word got around, people we worked with sent others our way, and it worked.
Cut to today. Karanjeet joined as Partner and Head of Content in 2022, and everything levelled up. We landed clients like Tata Sons and Senkron Digital, and for the first time we could afford to retain a proper team. We've gone from a scrappy two-person operation to a small but mighty crew who actually enjoy the work.
Traditional agencies make you believe in trade-offs—creative or strategic, boutique attention or big-client scale, good work or having a life. We don't buy it.
With TWO, you're never just getting one thing. You're always getting two.
What We Do
Brand Strategy
Positioning, messaging, voice development
Visual Identity
Logo systems, design language, guidelines
Content & Editorial
Publications, campaigns, storytelling
Select Clients
Tata Sons · Senkron Digital · UNFAO · Clinical Research Philadelphia · rePurpose Global · Waterwell · India Fashion Week · HLE Glascoat · Aditya Avartan · Teapoy · Arta Broch · The Doctor Foundation