According to Project Management
Institute industry research, 57% of projects fail due to unclear
requirements and poor communication, proving that clarity at the start is
critical to successful execution.
While design is often viewed as a
discipline focused on visuals, systems, and problem-solving, running a design
studio reveals a deeper layer, one that is centered around people. At Hashtag
Designs, this understanding has become an integral part of how the studio
approaches branding, shaped by founder Madhushree Kulkarni’s experience working
closely with clients, teams, and evolving businesses.
Over time, one of the most consistent
observations has been that design challenges are rarely just about design.
Instead, they are often rooted in communication gaps, misaligned expectations,
or unclear thinking. These underlying factors influence how decisions are made
and how effectively a brand is built.
“Most design problems are actually clarity
problems,” Madhushree explains. “Clients don’t always struggle with what they
want visually they struggle with defining what they mean. Words like ‘premium’,
‘modern’, or ‘simple’ come up a lot, but those words mean different things to
different people. The real work starts when you unpack that.”
This insight has shaped the way Hashtag
Designs approaches projects. Rather than focusing solely on execution, the
studio places significant emphasis on understanding intent. This involves
asking the right questions, identifying gaps in thinking, and aligning
expectations before moving into design.
Another key learning from running a studio in
Pune is the role of perception. Different stakeholders within a business often
have varying interpretations of what the brand should represent. Founders may
prioritise growth and differentiation, while product teams focus on usability,
and marketing teams emphasize visibility. Without alignment, these perspectives
can lead to fragmented branding decisions.
Madhushree notes that bridging these
perspectives is a critical part of the process. “Design becomes the point where
all these viewpoints meet. If they’re not aligned, the output reflects that.
Our role is not just to design, but to bring clarity across these layers so
that the final experience feels cohesive.”
This focus on alignment extends to how
feedback is handled. In many projects, feedback can be subjective, influenced
by personal preferences rather than user needs. Hashtag Designs addresses this
by grounding decisions in user experience and clarity, ensuring that design
choices are guided by purpose rather than opinion.
“Feedback is important, but it needs
direction,” Madhushree says. “If it’s only based on what someone likes or
doesn’t like, it can lead to inconsistency. When feedback is anchored in user
understanding, it becomes much more effective.”
Running a studio also highlights the
importance of trust in the design process. Clients often come with uncertainty about
their positioning, their audience, or the direction they should take. Building
trust allows for more open conversations, which in turn leads to better
outcomes.
Madhushree emphasises that trust is built
through clarity and communication. “When clients understand why a decision is
being made, they feel more confident in the process. It’s not just about
delivering a design it’s about helping them see the logic behind it.”
Another important realisation is that
simplicity is often harder to achieve than complexity. In many cases, initial
ideas tend to be layered and detailed, reflecting multiple inputs and
perspectives. The process of refining these ideas into something clear and
focused requires careful decision-making.
“Simplicity doesn’t happen by default,”
Madhushree explains. “It’s the result of removing what doesn’t add value. And
that requires understanding what truly matters for the business and for the
user.”
These learnings have influenced how Hashtag
Designs structures its work. By focusing on clarity, alignment, and user
understanding, the studio aims to create branding systems that are not only
visually cohesive but also meaningful in how they function.
As the role of design continues to evolve,
the human aspect behind it is becoming increasingly important. Branding is no
longer just about creating something that looks good it is about building
something that people can understand, trust, and interact with confidently.
Through its experience working with diverse
clients and challenges, Hashtag Designs
highlights a broader truth about design: at its core, it is as much about
understanding people as it is about creating solutions. And in that
understanding lies the foundation of effective branding.
