M&C Saatchi India has launched ‘id’, a specialized company meant for brand designing. The company will be based in Mumbai and Delhi (with approx 10 people team in each branch). id will specialize in brand designing, creating brand design strategies, design architecture, design implementation, building a brand identity and working on collaterals and packaging.

The company will be headed by Hemant Sapre, who has been with M&C Saatchi since 2 years and has also worked with brand design units in RK Swamy BBDO and DMA Branding. Suranjan Das, Executive Director, M&C Saatchi India, will also act as the business head of id. Amardeep Singh will work as the brand design director for the Delhi office.

Suranjan Das spoke about id, “Design is where it all starts and more and more clients are realizing the importance of brand design with time.”

Sapre added, “id is short for identity – that is the face of any brand, that is the simplest way to recognize and recollect a brand… and at M&C Saatchi, we believe in Brutal Simplicity of Thought, and our name reflects this. Also, id could be interpreted like ‘id’ from Freud’s structural model of the psyche, where the ‘id’ comprises the unconscious part of the mind, which is based on instinct.”