GSpoke

The new face of bespoke luxury‍

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Gspoke (prev: G Design Lab) is NCR real estate giant Gulshan Nagpal’s interior design service, and exists to transform the homes in the luxury buildings built by The Gulshan Group into stunning, premium spaces that feel like home. The only problem – their existing name and identity didn’t quite bring the brand idea to life, or even convey what they do.

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That’s where we came in. We revamped the brand right from its strategy to name to visual identity – creating a tailor-made solution to match their tailor-made solutions. After a series of discovery sessions with key stakeholders of the brand, from the C-suite to the designers and executionists, multiple in-depth consumer studies that involved speaking to high net worth individuals (the real audience of The Gulshan Group), and a thorough analysis of the landscape, we created the strategic narrative of providing our customers with a key to their perfect-fit home, a nod at the functional and emotive benefits the brand was providing.

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From thereon, we named the brand Gspoke (retaining the G The Gulshan Group, merged with a nod to bespoke), and gave it a minimal, luxurious identity that rivals international design houses. Working collaboratively with the client, we retained the memorable ‘G’ from The Gulshan Group’s logo, and paired it with a sans-serif typeface that felt elegant. We extended the G mnemonic to create a key, a direct nod to our turnkey solutions. For the colour palette, we opted for neutral hues with gold as an accent, and brought the entire identity together in our visual piece – a unique mix of colours, materials, and floor plans to create a distinctive, tactile feel.

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We then went on to build the brand’s website, pitch decks, and collateral (our favourite of which was a hard hat that actually got produced!), to give a whole new feel to bespoke luxury that rivals international houses.