Global Design Practice Lead
Ekta has advised clients from senior executives at Fortune 500 firms to founders at early-stage start-ups on brand identity systems, digital and tangible product development, consumer packaging and retail experience design. Ekta embraces a 360 approach to design that encompasses consumer insights, commercial strategy, and creative audacity to generate breakthrough solutions for our client’s toughest innovation challenges at ?What If!.
Ekta’s global and consumer-centric design acumen is a byproduct of her personal experiences living in Mumbai and Manhattan, and her Masters in Communications & Packaging Design from Pratt Institute. Prior to joining ?What If!, Ekta delivered significant value in the start-up ecosystem, where she enabled the CEO of Quirky (a crowd-sourced product development firm that took ideas from sketch to store) to raise three rounds of fundraising through innovative design of VC pitch materials, a total rebranding of the company, and the development and deployment of cross-category packaging systems.
Ekta draws inspiration from disparate sources – (1) her daughter, Myra, whose constant curiosity and unfettering excitement towards the world keeps mommy on her toes, (2) her life-long quest in making a perfect cup of masala chai, or (3) her recently found passion for silversmithing!
Back to people
The ?! moment I’ve felt the most Impact:
For me, changing lives through design = Impact. At ?What If!, our team has designed a modular uniform system for national delivery workers to increase functionality, durability, mobility and, most importantly, safety in severe weather conditions. The uniforms not only enable self-expression, but also help embed a deep sense of pride and passion in the workers who wear them. That’s Impact.