In a landscape where brands are born and forgotten in fleeting seconds, ABND stands out as a torchbearer of enduring identity and strategy. Swadesi, a digital news platform, had the opportunity to sit down with Ekta Banodkar, the Creative Director at ABND the practice, for an insightful conversation on branding, creativity, and purpose. With over 15 years of market presence, ABND has carved a niche for itself as one of India’s most respected brand consultancies, and it continues to inspire.

In This Article:

• From Curiosity to Creation: Ekta’s Entry into Branding
• What Is ABND?
• The Role of a Creative Director: A binding thread
• Winning Awards by Solving Problems
• Branding Spaces: Emotion, Meaning, and Function
• The ABND Vs Others: Purity, Consistency, and Context
• Building for the Future: Indian Roots, Global Vision
• Inside ABND’s Creative Culture
• Ekta’s Philosophy: Observation Is Inspiration
• What’s Next for ABND?
• A Brand with Purpose

From Curiosity to Creation: Ekta’s Entry into Branding

For Ekta Banodkar, the journey into branding was not a conventional one. A self-confessed creator from a young age, her path was forged through an evolving interest in advertising and design. “There was no concept of branding when I started out, just design and advertising. But what pulled me in was the challenge of solving bigger problems through branding,” she said.

Her progression into the field was natural, driven by a deep desire to build something meaningful. Today, she leads ABND’s creative vision with clarity, passion, and purpose.

What Is ABND?

“ABND is a brand consultancy firm that stitches strategy and design together,” Ekta describes. But it’s more than that—it’s a purpose-driven agency that treats branding with reverence. While many agencies branch out into digital marketing or social media management, ABND remains committed to brand building in its purest form.

With five specialized verticals: Consumer, B2B, Edunoia (Education), People (Culture & EVP), and Spatial Branding, ABND delivers focused, contextual solutions that serve not just businesses but societies at large.

The Role of a Creative Director: A binding thread

As Creative Director, Ekta sees herself as the thread that ties everything together, from guiding the creative team to ensuring that every brand story maintains consistency and meaning. “You’re not involved in every tiny detail, but every detail connects back to you,” she explained, emphasizing leadership built on cohesion and clarity.

Winning Awards by Solving Problems

One of ABND’s most distinguishing features is its problem-first approach, which has led to consecutive wins at the India’s Best Design Awards from 2019 to 2024. Ekta proudly states, “We are not here to give clients what they want, but what they need. We diagnose before we design.”

This ethos is what gives ABND its credibility and uniqueness, a factor that clients recognize and value, even against global competitors. Branding here isn’t cosmetic; it’s transformative.

Branding Spaces: Emotion, Meaning, and Function

Ekta highlights ABND’s work on the Flame University campus, particularly the Arjuna Sports Center, as a prime example of spatial branding. “We brought in elements of the brand’s values while ensuring the physical space became motivational and meaningful,” she shares. “Good design shouldn’t interrupt a space; it should enhance it.”

In today’s hybrid world, she argues, physical space still plays a critical role in company culture and employee experience. Even small details, like placing a suggestion box inside a washroom for anonymity, can signify how deeply a brand values its internal stakeholders.

The ABND Vs Others: Purity, Consistency, and Context

So what sets ABND apart from other agencies?

“We’re like heart surgeons,” Ekta explains with clarity. “When people want pure branding solutions, they come to us—not someone who’s trying to do everything.” This focused approach has built trust over time.

She also reiterates a key mantra: “Consistency is not boring. It’s branding.” Especially in the B2B space, visual and messaging consistency is paramount to brand recognition and longevity. However, this doesn’t mean ignoring adaptability. “The medium may change, but the essence stays the same,” she adds.

Building for the Future: Indian Roots, Global Vision

ABND prides itself on blending Indian ethos with global branding sensibilities, but only when it makes sense. “We don’t force-fit culture into our work. It’s always contextual,” says Ekta.

Whether it’s creating emotional resonance for B2C brands or bringing meaning to B2B propositions, ABND understands that branding today is about emotional relevance, especially for Gen Z. The next generation demands authenticity, sustainability, and value-driven engagement, and brands that adapt to this will lead the future.

Inside ABND’s Creative Culture

Creativity at ABND isn’t about fleeting trends. “We don’t follow what’s fashionable. We build for longevity,” Ekta asserts.

This focus is evident in how the company approaches everything, from internal culture branding (employer value propositions) to co-creation with clients. COVID-19 further amplified the need for employee-centric branding, and ABND responded with purpose. “Your internal audience deserves the same care as your external one,” she notes.

Ekta’s Philosophy: Observation Is Inspiration

Ekta draws inspiration from the world around her, the swaying of a coconut tree outside her window or the chatter of a rickshaw ride. She’s a passionate collector of moments and stories, always storing ideas for the right project.

“To young designers, I say: don’t just admire the success stories; study the struggles that built them,” she advises. Her honesty about the unglamorous side of design is refreshing and deeply motivating.

What’s Next for ABND?

By 2035, ABND aims to scale further, but its core vision will remain the same: creating relevant, timeless, and meaningful branding. The future lies in integrating tech, storytelling, and design systems, a challenge Ekta is excited to pursue.

A Brand with Purpose

As our conversation with Ekta Banodkar draws to a close, one truth stands out: ABND is not just in the business of branding but in the business of building purpose-driven identities that last. With a deep respect for strategy, creativity, and cultural relevance, ABND continues to elevate brands by solving real problems, not just surface-level demands. Under Ekta’s creative leadership, the agency is steadily redefining how brands connect, communicate, and contribute to the world.

At Swadesi, we take pride in being a platform that showcases such transformational stories. Through exclusive interviews like this, we aim to spotlight firms and individuals who are reshaping the Indian business and creative ecosystem with authenticity and intent. Swadesi stands as a voice for the changemakers, and ABND is undeniably one of them.

Originally Published :https://swadesi.com/designing-identity-building-legacy-abnds-branding-philosophy-with-ekta-banodkar/