Inside Pollinate Labs’ approach to systems-led design in India

When Siddharth Khandelwal and Swati Paranjpe set out to rebrand their Mumbai-based studio from The House of Two to Pollinate Labs, they faced a deceptively complex challenge: how do you design an identity for an organisation where change is intrinsic to its DNA? The answer became Olli, a dynamic system derived from a bee’s flight patterns that contracts when the brand needs clarity, expands when it invites participation, and evolves across applications. This living identity represents everything Pollinate Labs stands for: design as catalyst rather than decoration, systems over symbols, adaptability over rigidity, and community over authorship. Since the rebrand, the studio has stretched into new verticals, brought home nine global accolades, and positioned itself at the intersection of cultural intelligence, creative foresight and business momentum. In this conversation, Khandelwal unpacks the philosophy behind Pollinate’s approach, the challenges of building a studio in India, and why boldness and clarity are what cut through. TBI: Hey Siddharth, how’s the year been for you and Pollinate Labs? SK: This year has been a turning point. Pollinate Labs finally feels like it’s moving with the clarity and intention I always imagined for the studio. We’ve stretched into new verticals, taken on work that challenged our instincts, and found ourselves growing in ways that feel aligned and not rushed.