Design is often reduced to how something looks. But in reality, it shapes how brands are understood, trusted, and remembered. In a fast moving creative landscape where attention is scarce and execution is easy, what truly sets great design apart is not just craft, but clarity of thinking.

In this conversation, Anam Khan shares her perspective on what makes design effective, how it drives business value, and why the future belongs to those who can think, not just execute.

What truly separates design that works from design that just looks good today?

I don’t see it as either or. Great design needs both, just in the right order. Aesthetics without purpose is decoration. Purpose without beauty gets ignored. Everything shifts when you start with what this needs to do instead of what this should look like. For me, the idea and the aesthetics are not separate. One should justify the other. If I cannot explain why something looks the way it does, it is usually not the right one.

How does strong design translate into real business value for brands today?

Design is the first handshake a brand has with its audience. People decide fast. Good design makes that decision easier. Whether it is trust, recall, or just a feeling that this feels right. That directly shows up in how brands grow. Good design does some of the selling before anyone even shows up.

With AI making execution easier, what will define a truly great designer going forward?

Probably taste and thinking. AI can make things faster, but it cannot decide what is worth making. That judgment is where designers will stand out.

Absolutely. There is a lot of noise dressed up as creativity. I think the mistake is designing for attention rather than for understanding. When everything screams, nothing is heard.

The best design I have come across, and tried to do, is quiet confidence. It does not need to shout. It just makes sense the moment you see it.

How can strong design thinking accelerate someone’s career beyond just improving their portfolio?

It helps you solve bigger problems, communicate better, and influence decisions. That shift from executor to thinker is what accelerates growth.

Your portfolio gets you in the door. Your thinking is what keeps you at the table.

These responses are penned by Anam Khan, ACD, Digitas

Disclaimer: This article presents the author’s opinion and doesn’t necessarily represent the publication’s stance. Follow us on Instagram

UNIQLO India has launched a fresh summer campaign spotlighting its signature linen collection, with actor Kriti Sanon leading the narrative. The campaign focuses on redefining warm-weather fashion through pieces that are light, breathable, and effortlessly stylish—perfectly suited to India’s rising temperatures.

At the heart of the campaign is linen, a fabric celebrated for its airy texture and natural comfort. UNIQLO brings this material to life through a modern design approach that blends simplicity with functionality. The collection is crafted to offer ease throughout the day, making it ideal for both casual outings and polished everyday looks.

Kriti Sanon’s presence adds a contemporary edge to the campaign, reflecting a style that is both relaxed and refined. Through her looks, the campaign showcases how linen can seamlessly transition from daywear to evening wear, making it a versatile addition to any wardrobe. Her association also strengthens the brand’s appeal among young, urban consumers seeking fashion that aligns with their lifestyle.

The collection features a wide selection of essentials, including linen shirts, trousers, dresses, and relaxed silhouettes. Each piece is designed with clean lines and subtle tones, allowing for easy styling and layering. The focus remains on comfort without compromising on aesthetics, a balance that modern consumers increasingly value.

This campaign underscores UNIQLO’s commitment to functional fashion—clothing that not only looks good but also adapts to everyday needs. By highlighting breathable fabrics and timeless designs, the brand continues to position itself as a go-to destination for dependable, season-ready apparel.

As summer sets in, UNIQLO’s linen collection stands out as a practical yet stylish choice, offering a wardrobe solution that keeps wearers cool, comfortable, and effortlessly put together.

Blue Star has opted out of IPL advertising this year, to significantly shift its marketing strategy toward a more digital-first approach.

The brand is reallocating nearly 75% of its advertising budget to digital platforms, moving away from its earlier heavy reliance on the tournament. This shift is driven by the need for greater flexibility and control—something traditional IPL advertising no longer offers in the same way.

In a category like air conditioners, where demand is closely tied to weather conditions, the ability to quickly adjust campaigns has become critical. Digital platforms allow the brand to switch campaigns on or off in real time, optimize messaging based on regional demand, and respond instantly to changing market conditions.

Video-led platforms, especially YouTube, are at the center of this new strategy, supported by display and influencer-driven content. At the same time, television and outdoor media continue to play a role, ensuring broad reach alongside targeted digital engagement.

The move also aligns with the brand’s focus on expanding beyond metro audiences. With future growth expected from smaller towns and first-time buyers, Blue Star is tailoring its media mix to reach more diverse and geographically spread consumers.

Overall, the decision marks a clear shift in priorities—from high-visibility mass events to more agile, data-driven marketing—where performance, adaptability, and precision take precedence over scale alone.