Malvika Mehra seeks to future-proof brands with Tomorrow Creative Lab

After 22 years of successfully partnering clients in building brands like Bingo!, Vodafone, State Bank of India and Reliance Telecom across two agencies – Ogilvy and Grey (where she was National Creative Director for India operations), Malvika Mehra has now ventured out on her own with Tomorrow Creative Lab. 

The venture aims to stretch the canvas for a brand’s creative expression beyond ‘pure play advertising’, and while remaining firmly rooted to the ‘big brand idea’ (and ideals), bring serious design craft and technology to the forefront of brand building. 

Incorporated in June 2016, Tomorrow is a global collaborative creative hub based out of Mumbai. And they are in the business of crafting brands for tomorrow, deploying the three most relevant creative tools of today – Design, Technology, Ideas. 

With Tomorrow, Mehra hopes to explore magical new ways for brands to delight and inspire people and deliver unforgettable brand experiences, whether via a powerful design initiative, an intuitive tech solution, an emotive communication piece, an interactive installation, or a brand expression that hasn’t even been thought of yet. 

Tomorrow will design a brand’s personality across and via touch points such as: 

Brand workshops (What they call hot-housing)

Brand strategy and consultancy

Product design and innovation

Brand identity design (nomenclature, logo, brand systems, motion graphics)

Packaging design

Digital design (apps, portals, websites)

Space and Installation design

Editorial design

Brand content

Brand communication (film, print, the works)

Any new creative expression the brand needs. 

The Team

Tomorrow operates as a super lean core outfit with a hands-on approach to every brand, and collaborates with cherry-picked experts (who they call ‘Friends of Tomorrow’) for the job at hand. Be it fashion designers, sonic branding experts, fragrance specialists, interior decorators, content writers, insight catalysts, spatial designers or animators. 

This ‘open’ collaborative lab allows Tomorrow’s clients to get fresh perspectives and the most relevant talent on their brand. Minus the baggage of legacy agency thinking, culture or structures (and the attendant overheads), that could compromise the creative product, or slow down a brand's ability to respond to change. With Tomorrow as brand partners, clients are rest assured that they’ll get one clear vision, across all touch-points, through the various stages of the brand life cycle. 

Clients

Projects that Mehra and Friends of Tomorrow have worked on and are currently working on include: 

Old Delhi Haveli project (Vivaana Hospitality) - Space restoration, interior design, brand story and brand identity designfor a 150 year old heritage palace in Chandni Chowk, Old Delhi. 

Desi Deli - Brand identity and space design for an eclectic café in Mumbai. 

Mojarto, an NDTV venture  - Nomenclature and brand identity design for an Indian media television company’s online art platform and TV show. 

With Tomorrow, Mehra wants to bring an open and experimental, yet disciplined and sensible approach to brand design and communication, marrying the best of what worked yesterday with the most disruptive thinking and technologies in the works today. If you ask her, that’s the only way to future-proof a brand. And make the most of tomorrow.

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