Amit Mirchandani of Lucid Design is very clear about what his full service design company is all about!
He moved back to Bangalore after 11 years in California to build a full service design company in India, an incubator of new design ideas and to contribute to and determine the design rhetoric in India. That’s how Lucid Design India Pvt. Ltd. started. Since 2009, the company has grown to eight people, offering design services in eight verticals: Branding, Products, Websites, Apps, Graphics, Environments, Packaging and Films.
“Our designs are driven by certain principles – that we’ve developed over the years – of what we consider to be good design,” – Amit explains. “We also have a very sophisticated process that is an optimal use of time and resources so that the results are always great. We also spend a lot of time understanding the parameters, scope, language and audience of a brand before we make decisions about what we should do.”
He believes that that all designs are both function and esthetics driven:
“If we didn’t do that projects wouldn’t hold up in one way or another. Minimalism is not something we opt for, it’s something we believe in and live by! In a resource scarce world bombarded with visual clutter, minimalism allows us to create things with the least amount of materials or words or forms. And the impact is always greater!”
Amit shares more of his pro-active ideas in POOL 53.