IdeaWorks Design & Strategy
IdeaWorks Design & Strategy is a New Delhi-based consultancy specialising in communication design, brand identity, and strategic marketing for destinations and global organisations. With a sharp focus on place branding, the agency has helped shape the international reputation of over 22 countries, states, and cities since 2006—boosting tourism, foreign direct investment, and global visibility.
From redefining nation brand strategies to launching award-winning public diplomacy campaigns, IdeaWorks partners with public and private sector clients to craft messaging that travels. The firm’s work spans events such as the World Economic Forum in Davos, Expo 2020 Dubai, and global tourism and trade showcases in Berlin, London, Singapore, and New York.
IdeaWorks also supports leading companies in sectors like manufacturing, energy, and finance with strategic storytelling, branding, and visual identity development.
Services
IdeaWorks offers end-to-end support in shaping and communicating strong brand narratives. This includes communication strategy, brand identity development, and the creation of visual identity systems and brand manuals. The agency designs and executes international campaigns, builds public diplomacy initiatives, and facilitates strategic media partnerships. It also provides branding for events and summits, and specialises in place branding for tourism promotion and attracting foreign direct investment.
Your advice on place brand success...
"Places often fall into the trap of imitation—trying to replicate what worked elsewhere instead of discovering what makes them truly unique. The starting point for any successful place brand is authenticity: finding and articulating a narrative that reflects the place’s history, ambition, and community. That narrative should then guide all expressions of the brand, from design and messaging to stakeholder engagement and strategic outreach.
Equally important is coherence. Place branding is rarely just about tourism or investment—it's about aligning diverse agendas across sectors such as trade, education, culture, and diplomacy. When these are brought together under one strategic vision, a place can communicate with clarity and confidence, and truly stand out in the global landscape."
— Shyam Vasudevan, Director & COO, IdeaWorks
Recent clients include...
IdeaWorks has supported a wide range of high-profile clients across the public and private sectors, with a strong focus on place branding, tourism promotion, and strategic communication. In India, the agency has been a long-standing partner in the Incredible India campaign, delivering award-winning creative work in global cities such as New York, Singapore, and Copenhagen. It also led the rebranding of Andhra Pradesh following its statehood, and developed new brand positioning and global outreach for Guidance Tamil Nadu.
Internationally, IdeaWorks has delivered campaigns for the British High Commission in India, the French Embassy in New Delhi, and the Malaysian Prime Minister’s Office—crafting strategic media and diplomacy campaigns for global events including ITB Berlin, WTM London, Davos, and Expo Milan. Other highlights include promotional work for Tourism Argentina, Israel's public diplomacy campaign in India, branding support for Kazakhstan at Davos, and a multi-platform campaign for Serbia’s National Tourism Organisation.
Who is leading the business?
Shyam Vasudevan is Director and Chief Operating Officer of IdeaWorks Design & Strategy. With over two decades of experience in branding, marketing, and consumer psychology, he has been at the forefront of some of India’s most recognisable campaigns, including Incredible India and Brand Malaysia.
Shyam brings a unique blend of strategic insight and creative storytelling to his work, having advised over 22 place brands around the world. His approach combines academic depth—grounded in his background in psychology and ongoing PhD research—with hands-on experience across tourism, trade, investment promotion, and public diplomacy.
He is also an active mentor for Startup India and Kerala Startup Mission, and a visiting faculty member at institutions such as MDI Gurgaon, IIFT New Delhi, and IMT Ghaziabad. At IdeaWorks, he leads both strategy and execution, shaping brand narratives that resonate locally and internationally.
IdeaWorks Strategy & Design is part of TPBO's partner network of leading place brand agencies and consultancies.