WestBridge Capital
Harmonizing transformation and consistency
WestBridge Capital is an investment management firm working with companies headquartered in––or with a significant leadership or business connection to––India.
With an extensive network and a singular understanding of Indian markets, WestBridge is responsible for supercharging purpose-driven Indian businesses to make India a more prosperous country.
WestBridge partnered with AREA 17 to create a website that would differentiate its brand and position it as one of Southeast Asia's most credible and adaptable investment firms.
The previous site version was characterized by a static layout and a monotonous black-and-white color scheme that failed to convey WestBridge's messaging effectively.
The new brand took cues from Indian modernism and the influence of celebrated Indian photographer Raghubir Singh. India Modern— an interior design trend that combines Western modernism with objects and patterns from traditional and local culture— inspired the patterns used for the brand. The multicolored palette of earth tones was inspired by Singh's view, that color is an essential part of the Indian experience, from the way people dress to the multi-hued topography and urban environments.
WestBridge needed to connect with young entrepreneurs in the technology space and established entrepreneurs in more traditional industries. This prompted a reevaluation of the target audience and a strategic shift to resonate more effectively with prospective partners.
In response, we created a content strategy centered on a highly engaging, first-person narrative approach. Founders and staff "tell their own stories" and share the lessons they learned along the way, inspiring a new generation of founders and partners.
Photography was a vital pillar of the brand design. As part of the process, AREA 17 engaged US-based photographer Andrew Ryan Shepherd to help bring the brand strategy to life. Our production included company lifestyle photography and headshots of all the WestBridge employees and founder-partners.
Our team also visited key portfolio companies, focusing on capturing authentic moments in each company's supply chain and value-creation process. The warm and grainy style of photography further reinforces the brand strategy by capturing the rich and multicolored textures of WestBridge’s offices and the human tapestries of the companies in which the firm invests.
