The creative industry is an important driver of global economic development, which brings huge economic benefits and innovation in development. In these uncertain times, brands have to rely on artistry, uniqueness, and originality to stand apart. Therefore, creativity has become an important driving force for the success of businesses. Create Cluster is one of the prominent players based out of India and Singapore that has made huge strides in the creative industry in a short span of time. The firm has catered to companies of all sizes across several industrial verticals and is passionate about great design while helping its clients achieve their marketing goals. Leading the firm towards great heights are two like-minded leaders, Trisha Shukla & Sanya A. Bakshi, who are the steward of governance at Clear Cluster as the Creative Director and Executive Director respectively.

Trisha Shukla & Sanya Bakshi engage in an exclusive interview with Women Entrepreneur magazine wherein they enlighten us more about Create Cluster and their take on the industry.

How was Create Cluster established? Tell us about the underlying idea behind the from.

Sanya: After moving back to India, I came across various marketing/advertising collaterals which were not creative or even aesthetic and so failed to achieve their communication purpose. I learned that many business owners even in a major city like Delhi weren’t aware of the impact that good branding and design could have on their businesses. In fact, most SMEs were going to their local print shop for their branding needs, not designers. That’s what prompted me to start Create Cluster in 2016, and as the name suggests, bring together a cluster of like-minded creative professionals with the goal of spreading design thinking and education and ultimately improving the aesthetic and creative sensibilities of all businesses. Trisha then joined Create Cluster as a partner and Creative Director in 2019, and we’ve since been on this fantastic journey together.

"We transform brands that transform the world"

Cluster that separate it from the other peers in the market?

Trisha: The most significant component, in my opinion, is that we deliver creative solutions to design needs that are backed up by research. We adhere to specific design principles to ensure that the design works in both form and function. We seek to achieve a good balance of both and take pride in the fact that we can provide our clients with specific components that will stand out in the market while also being functional. Moreover, one of the key market drawbacks that we observed was that there are many good design houses, but the top-level managements are not creative people. When this happens, the translation of creative businesses is often not as per the creative need, and decisions are made from a business perspective rather than a creative perspective. In our instance, Sanya and I are both trained creative designers. Everything we do stems from the belief that, ultimately, the creative work is king, which I believe is a very unique offering by the firm since here, creativity reigns supreme and aesthetics is a top priority.

Tell us about the different roles and responsibilities that you both shoulder in terms of leading Create Cluster.

Sanya: Despite the fact that we both come from the same creative background, both Trisha and I realized that as entrepreneurs it is crucial to have a division of power. Trisha and I have divided our responsibilities majorly into two parts, where I look at the business growth and Trisha at the creative prospect. Even in the initial days when we did not have a big team, this distinction was very clear, which actually allowed us to do bigger projects with efficiency. Trisha and I combine our expertise to create a situation that is the best of both worlds. Creativity and aesthetics are Trisha’s forte. Having worked with some of the top brands in the country, she brings a wealth of experience to the table. As for myself, I bring entrepreneurial strength to the business, focusing on management and business growth.

Drawing from your experience as a business leader, what would your advice be to young women who also aspire to become business leaders and entrepreneurs in the future?

Sanya’s Advice:

Following consistency and promptness are two very important things for any entrepreneur or prospective leader seeking to flourish in the future. It is necessary to have patience when working towards something that you may not see growth in the near future, but if you are consistent, even if it takes time, the desired result will be achieved. When I say promptness, I simply mean the eagerness to act. You could have the best support, idea, or team in the world, but if you don't put it into action, it's all for naught.

Trisha’s Advice:

With new upcoming businesses every day, we should understand the market space and our place in it. To look at what differentiates us from others and how to play on these strengths to our full potential.

Sanya A. Bakshi, Co-Founder & Executive Director

Sanya A. Bakshi discovered a penchant for design thinking and creative direction while studying Design Communication at Lasalle College of the Arts, Singapore. She gained extensive experience in creating brand identities and event curation, before learning the ropes of running a business from her family of serial entrepreneurs. In just a few years, Sanya grew the Create Cluster client base to an international portfolio of clients large and small, private and public, in a variety of industries.

Trisha Shukla, Co-Founder & Creative Director

Trisha Shukla is relentless in her pursuit of a creative solution for every brief; one that doesn't just tick all the 'good-for-business' boxes, but also marries Form and Function so cohesively that you'd think they had taken the 'Saath Janam' vow in another life. Over the years, Trisha has worked independently and collaboratively, assembling a diverse design portfolio of brands like The Taj Hotels, The Oberoi Hotels, L'Opera, Deutsche Bank, and Oyo Rooms. She graduated from Lasalle College of the Arts, Singapore, with a BA Hons in Design Communication, and a focus in Graphic Design.