When customers choose to buy, brand is what helps them decide
The right branding helps place you as the top choice for the right customers in a sea of competitors. It’s an advantage your business deserves, one that can be designed… let’s create sleight of brand for you.
Hello, hi, welcome
I’m Anushree Deshpande (uhᐧnooᐧshree | theyᐧshᐧpaanᐧday), the brain behind and general dogsbody at Sleight of Brand. You may call me Anu.
As a creative and brand strategist, I’m on a mission to create branding solutions that are ‘just right.’ I’ve earned my branding chops in the course of an eclectic and organic career (spanning journalism, publishing, creative services and brand), and having worked at big names like Schroders, Elsevier and PwC.
I’m also a statistic — one among the 80% of women who are diagnosed neurodivergent late in life. My particular flavour of neurodivergence is Autism, manifesting as a brain that is adept at spotting patterns, connecting disparate ideas, oodles of creativity, and a lifelong obsession with words and language.
I find that strategy is a field where there’s a lot of thinking required without giving in to action bias. It’s probably why I’m good at it — I (over)think therefore I am (a strategist)
I love crafting and developing brands so they’re consistent, considered and tightly-knit in their expression; I make this happen through a mix of strategy, creative direction and impeccable attention-to-detail.
My career highlights include:
- Rebrand and brand refreshment: from developing strategy and creative to issuing guidelines, assets and messaging.
- Brand voice / Verbal identity: delivering a refreshed brand voice/verbal identity that was inclusive, issuing guidelines and training over 200 people in using the new principles.
- Brand naming: conducting workshops with stakeholders to develop business-appropriate yet brand-compliant names for products, services and solutions such as The Fraud Cast, Her Tech Talent, GreenHouse Toolkit, Fixed Asset Sorter and Digital Quest. And creating Sleight of Brand.
- Brand management: advised on campaigns, proposals, co-branding, sponsorships and other areas of brand application.
- Products and tech solutions: standardising brand expression across PwC UK tech offerings, including names, domains and visual expression.
- D&I work: created guidance on how to be inclusive when using text, images, audio, video and language when crafting comms.
- Comms: contributed stories the 2021 and 2022 PwC UK Annual Reports. Developing, interviewing and writing the ‘How it was named’ series.
