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‘Customer experience is on the rise’

Sutript Pandey, Lead Designer at The Smart Cube Ltd, says consumer-centric approach is the new strategy at work now post the pandemic



Sutript Pandey is the Lead Designer at The Smart Cube Ltd, a custom research and analytics firm. He pursued advertising and marketing communications from Apeejay Institute of Mass Communications aka AIMC (batch of 2018). In a brief telephonic conversation, Sutript speaks about his job profile as a designer, and reveals his aspirations of leading a campaign end-to-end in the coming years. Read edited excerpts: 

What’s it like to work as the lead designer?

We are the brand ambassadors for The Smart Cube Ltd. We are responsible for the branding aspect of the organisation. It involves work in print, digital and all the new mediums. I am responsible for creating assets such as making videos, printable ads, etc.

I handle all the graphic and digital work. We are a team of seven people and we distribute the work evenly amongst us. I work from 9 in the morning to 5:30 in the evening. It is a hybrid work schedule, two days physically at the office, and three days from home. 

What inspired you to choose the design field?

It started from my journey at AIMC itself. While we were completing our semester, I got an opportunity to work with Edelman. At Edelman, I got into brand strategy work. I was involved in the entire branding aspect of work. That’s when I found the creative streak within, I found a person who would crave to solve things. That’s when the magic began. 

Where do you see yourself in the next 5 years?

In the next 5 years, I would be someone who would be managing campaigns end-to-end, not just being a team member. Leading some new campaigns, starting some refreshing things, and bringing a balance between copy and art. Copywriters in our industry don’t talk to art folks a lot. I want to change that. 

A major trend you are observing in your industry?

Our industry primarily deals with B-2-B work.  A growing demand within that is the inclusion of a consumer centric approach. CX i.e. Customer experience is on the rise, a notch forward from UX i.e. user experience. 

A life lesson learned at AIMC?

Keep creating! Seriously! Never stop creating. In the design or creative field, people have creative lapses but break free of that. Be strong!

One advice for budding designers?

Whenever in doubt, keep exploring. Don’t let the pen stop. 

Arijit Roy is a young correspondent at Apeejay Newsroom. He has done his masters in English literature from Delhi University and has a book of poems published by Writers Workshop India. He can be reached at [email protected]