Aryan Sharma on Authenticity, Community, and the Future of Branding

According to Aryan Sharma, a designer at Landor, the landscape of modern branding has transitioned from a polished image of authority to a more genuine, human-centric approach. He asserts that beloved brands resonate on a personal level, maintaining authenticity while adapting to change. Young consumers are quick to switch brands and are averse to superficial relevance. Sharma emphasizes that effective branding originates from business goals and strategic uniqueness rather than mere design aesthetics. He points to creators who cultivate audiences from their homes as examples of community engagement, highlighting that uniqueness prevails over trends. He stresses the importance of the ability to 'feel things fully,' a skill often overlooked in design education. Sharma envisions brands that defy conventional formulas and warns against uniformity. His portfolio includes branding projects for HDFC Sky, Invengene, and one8. This article is featured in the Print Edition of Issue 72.