ABOUT ME
Fusing rigor, structure, and objectivity with insight, imagination, and creativity.
I’m a designer-turned-strategist whose journey spans disciplines, cultures, and geographies.
For over six years, I’ve built, shaped, and launched global brands as well as early-stage startups through a creative and strategic lens while working at design agencies and branding consultancies including Brand Union, Lippincott, Techstars, Gretel, and Tether.
Starting out as a graphic designer in India designing for culturally diverse audiences taught me the power of visual brand storytelling. While at Brand Union, the exposure to some of India’s biggest brands propelled me to want to create a bigger impact, beyond design.
My passion for research coupled with curiosity to learn about cultural undercurrents that help brands thrive in the world led me to pursue the Masters in Branding graduate program at the School of Visual Arts in New York City. I use an interdisciplinary approach to brand strategy that leverages deep understanding of human behavior, data points and cultural insights, to uncover consumer truths. Through this approach, I’ve developed brand strategies for Google, Nike, Microsoft, PepsiCo, Amazon, Citibank, and Bayer.
My mission is to harness the power of brands to make a positive impact on the world.
“Surabhi is a powerhouse strategist! I’ve seen her tackle a wide range of projects for clients spanning categories and size, from hungry startups to Fortune 500 titans. In every case, she played an essential role in the success of the job.”
“Surabhi’s natural leadership skills and a high level of emotional intelligence led her team to an impressive final presentation.”
“Su is thoughtful, ambitious, hard-working, and wicked smart. I really valued her previous experience as a designer.”
“Most importantly Surabhi is conscientious and trustworthy in every aspect of her work and life.”
“Surabhi went above and beyond her role in turn supporting our overall success as a company. She will be an invaluable asset to any organization she works for. ”
Let’s connect.
I love humans and conversations and I’ve turned that into a mini project. Sometimes I talk about blurring lines between creative and strategic thinking or even just the meaning of home. Leave me a note at surabhirathi2@gmail.com and I’ll get back to you.