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DFI: Distilling the practice’s values to build a brand of national importance
Client Background
Design Forum International is a New-Delhi based firm whose work spans a variety of domains – key among them being Group Housing, large-scale retail and corporate spaces, and mixed-use projects. The firm’s ethos of democratic practice and emphasis on sustainability has shone the brightest through projects of national importance, including judicial courts, airports, railway stations, MRTS stations, and logistics hubs.

DFI’s work with Epistle, initiated in 2015, has followed a path of incremental successes; beginning with the objective to bring attention to a change in service offerings, the MarComm strategy for the practice subsequently addressed portfolio development, stakeholder engagement, talent acquisition, and a complete brand overhaul for the practice – over the course of 6+ years.
Strategy
Factoring in the constraints that typically correspond to large-scale projects – execution timelines, security concerns, socio-cultural influences, and political undercurrents – we have created bespoke frameworks to undertake content curation, awards, PR, and community outreach on DFI’s behalf.

Each element of brand communication has been tailored to reflect the practice’s philosophy, placing due emphasis on true impact over vanity metrics. These elements have evolved in step with the two major shifts in the practice's structure and identity: first, as DFI took shape from its predecessor TCS, and next when nation-building became the guiding motivation behind the practice’s vision.
Impact
We have helped DFI contextualize their work in the public domain through the lens of social good, resulting in a shift from individual projects to thematic campaigns – key amongst them being Nation Building and Housing For All. Under their ambit, the firm’s thought leadership has been brought to the fore.
HIGHLIGHTS
Overhauling the practice’s visual identity twice to reflect organisational restructuring; positioning the three founders as industry experts through concordant but unique branding, messaging and niche-based outreach.
65+
Projects documented
Documenting 65+ design projects in 6 years. Curating project photography, and writing copy for project synopsis and media pitch. Directing creation of architectural drawings and diagrams to illustrate the design process and project USP.
Building channels for peer and public engagement through an integrated Events & PR strategy. Generating key opportunities at events like Construction World Roundtable on Glass and Facades, Steel Construction Summit, FOAID, and the Realty Plus Excellence Awards to help disseminate the practice’s expertise in the civic domain.
Running an integrated campaign for Nation Building, following two years of strategic positioning and curation. Publicising the campaign via design, real estate and business media and digital marketing channels.
23K+
Audience
Launching and managing all social media platforms for the practice, with a cumulative audience of 22k; leveraging a 14.8k+ audience on LinkedIn Company Page and to drive thought leadership for the practice’s founders through Linkedin.
Conceptualising and coordinating stakeholder outreach and PR campaigns for landmark projects like the Siliguri Airport, Delhi High Court, Azadpur Redevelopment, Vanijya Bhavan, Dakshineswar Skywalk, and ITO Skywalk.
Curating, editing and marketing The Delhi High Court, a book documenting the design of the DHC annexe.
25
Years Campaign
Managing brand visibility during the Covid-19 crisis by tailoring the Nation Building campaign to focus on the practice's legacy of 25 years, and the role of design in mitigating the pandemic. The ongoing campaign has yielded several features in design and mainstream media, including India Today, Forbes India, Architecture+Design, Times Property, Financial Express, The Week, Business Today, The Print India, and Realty Plus.
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