M&C Saatchi launches design unit 'id'

M&C Saatchi India has announced the launch of 'id', its brand design specialist company. The company will be spearheaded by Hemant Sapre (pictured) as brand design director.

id will handle the entire spectrum of services from brand design strategy, design architecture and expression to design implementation.

Supporting Hemant will be Amardeep Singh, brand design director in the Delhi office. Suranjan Das, executive director, M&C Saatchi India will be responsible for business development.

Announcing the initiative, Kamal Oberoi, chairman of M&C Saatchi Group (India) said, "The launch of id underpins our endeavour to be a media neutral communications company. Design is rapidly evolving in India as a very effective tool of communication and we felt the time was ripe to enter this segment. Hemant has excellent credentials. We have very high expectations from him and the team."

Sapre has been part of M&C Saatchi Group for the past two years. His design journey began as design head at Contract Advertising. He then moved to Collage, the brand design specialization of RK Swamy BBDO and DMA Branding thereafter.

Sapre commented, "id defines itself as a strategically oriented but creatively led company. Like us humans, every brand has it's very own sense of self expression; a kind of genetic code that defines its physical appearance. If understood well, it can be exploited as a major tool of mass communication."