HCL’S INFRASTRUCTURE SERVICES DIVISIONS WANTED TO TALK ABOUT AN INTELLIGENT FUTURE, WHERE EVERYTHING IS HYPER-CONNECTED. WE SAW VALUE IN CONNECTING THE DOTS.

We used the core IT foundation in all their solutions as a starting point. Then as the idea evolved we managed to put everything together in a connected image, where all the dots came together in a distinctly IT story.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.