Ritesh began his career advertising while at Wieden+Kennedy, Deutsch, and Saatchi & Saatchi and has since transitioned to leading Product Design and Branding in-house at mission-driven startups. He recently led a 360-degrees rebrand of a dog food startup called Pet Plate with Sagmeister & Walsh and R/GA, while serving as the Senior Director of Brand & UX. Currently, he is working with Serial Box, where he is (re)designing, (re)building, (re)positioning, & (re)branding the platform. On this episode, Ritesh shares with us the story behind how he got into the world of design. He takes us through the Pet Plate’s branding process, from the time the startup decided to rebrand, to deciding on the right design agency for the task and about the partnership with Sagmeister and Walsh (now known as And Walsh). He also talks about the importance of measuring the impact of design and how it can transform our industry. He also talks about diversity, inclusion and equity in the world of design.
SECTIONS - TIME INDEX
Childhood, Education and Early days of work - 00:03:00
Hungry Harvest - 00:18:30
Petplate - 00:24:00
Measuring the impact of design - 01:06:00
Diversity, Inclusion and Equity - 01:29:00
RELEVANT LINKS
Ritesh Gupta - www.ritesh-gupta.com
Serial Box - serialbox.com
Brand New Conference - bnconf.com
Temecula, California - en.wikipedia.org/wiki/Temecula,_California
UCLA - ucla.edu
MET Logo - wolffolins.com/case-study/the-met/
Wieden+Kennedy - www.wk.com
Media planning - en.wikipedia.org/wiki/Media_planning
Saatchi & Saatchi - saatchi.com
Deutsch agency -deutsch.com
Shark Tank - en.wikipedia.org/wiki/Shark_Tank
Hungry Harvest - hungryharvest.net
Robert Herjavec - en.wikipedia.org/wiki/Robert_Herjavec
SNAP - en.wikipedia.org/wiki/Supplemental_Nutrition_Assistance_Program
Pet Plate - petplate.com
Renaldo Webb - www.petplate.com/about/
Sagmeister and Walsh - sagmeisterwalsh.com
And Walsh - andwalsh.com
Pet Plate project on And Walsh website - andwalsh.com/work/all/pet-plate/
McKinsey - mckinsey.com
RFP - en.wikipedia.org/wiki/Request_for_proposal
Jessica Walsh - en.wikipedia.org/wiki/Jessica_Walsh
First Round Conference - underconsideration.com/firstround/
Anthropomorphism - en.wikipedia.org/wiki/Anthropomorphism
Moderat Font - tightype.com/moderat/
A/B testing - en.wikipedia.org/wiki/A/B_testing
Multivariate testing - en.wikipedia.org/wiki/Multivariate_testing_in_marketing
Customer acquisition cost - en.wikipedia.org/wiki/Customer_acquisition_cost
Customer lifetime value - en.wikipedia.org/wiki/Customer_lifetime_value
McKinsey, The business value of design - www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
POC, People of Colour - en.wikipedia.org/wiki/Person_of_color
Design Census 2019 - designcensus.org
Non-binary gender - en.wikipedia.org/wiki/Non-binary_gender
Jammu city, India - en.wikipedia.org/wiki/Jammu
Glassdoor - glassdoor.com
Ritesh’s Email ID - ritesh@ritesh-gupta.com
Daler Mehndi - www.youtube.com/watch?v=eZ2PtEx9-ls