The gap˙most brands ignore

Sandeep Singh Sura, founder of Triple Think, sitting with his hands clasped, holding a pen. Black and white portrait.
Sandeep Sura signature mark, Triple Think founder
Sandeep Sura signature mark, Triple Think founder

That’s where I work˙

Award credentials: 7-time award winner, Awards Jury member for APA and Ciclope
Award credentials: 7-time award winner, Awards Jury member for APA and Ciclope 
Sandeep Sura / Creative Director

Selected Clients˙

Selected Triple Think clients including International Trade Center, CropLife Africa and International School of Advertising : Upright Byte, Scrollon, Mbula Gitau Advocates, Frame Blend Post, Feldon International, Jumping Monk and Sting.
Selected Triple Think clients including International Trade Center, CropLife Africa and International School of Advertising : Upright Byte, Scrollon, Mbula Gitau Advocates, Frame Blend Post, Feldon International, Jumping Monk and Sting.

25+ years across DDB, Ogilvy & BBDO, with accounts including Unilever, Coca-Cola, EABL, Britam & Kenya Tourism Board.

  • A unified brand for seven coffee-producing counties.

    The situation:

    Seven coffee-producing counties. Seven origin stories. No shared way to present Kenyan coffee on global markets. The country was being sold as a commodity; region by region, cooperative by cooperative; when the opportunity was to present as one origin with seven characters.

    The work:

    Field visits across the seven counties. Interviews and workshops with cooperatives and county marketing teams. A brand framework that gave each county its own identity inside a shared visual and verbal system. Architecture that had to work on a single 60kg bag of green coffee and on a global trade exhibition stand.

    What it produced:

    A unified Kenyan coffee identity used by seven counties to access international buyers. Currently being rolled out across cooperatives, county marketing materials, and global trade events.

    Partners on the work:

    Kenya Coffee Board, Government of Kenya, AICS (Italian Agency for Development Cooperation), ISA, E4Impact, county-level cooperatives.

  • A strategic pivot for a beverage challenger brand.

    The situation:

    Jumping Monk had a product, packaging, and presence, but the brand was trying to be everywhere at once. Multiple audiences, multiple occasions, multiple messages. The team knew growth wasn't matching the effort.

    The work:

    A workshop that audited twelve functions of the business before making any creative recommendations. The conclusion: One area. One product. One occasion. One message. One 90-day cycle to test it before scaling.

    The creative work:

    A visual system, voice, a simple ritual and content direction, followed the strategic call.

    What it produced:

    A repositioned challenger brand with a tight first-win zone and a 90-day operating rhythm. The team moved from spreading thin to building density in a single Nairobi neighbourhood before expanding.

    Partners on the work:

    Founders, distribution lead, production specialist.

  • Repositioning the Stewsday line inside NatureLock's broader business.

    The situation:

    Stewsday; NatureLock's ready-meal range, had a product that worked but a story that didn't. Inside the parent business, it didn't have clear positioning or a defined value proposition. Target audiences kept shifting; messaging stayed inconsistent.

    The work:

    A category audit followed by a two-day USP refinement session with NatureLock's CEO, internal teams, and product team. The output was a sharper brand promise, a cleaner positioning, and a messaging framework specific to Stewsday that aligned with NatureLock's broader architecture.

    What it produced:

    A clearer, ownable position for Stewsday that gave the design and packaging team a clear brief, and gave the business confidence to commit to a specific audience and occasion.

    Partners on the work:

    NatureLock CEO, internal teams, product designer, business consultants.

The work moves through 3 phases: Truth. Tension. Traction˙ Read the business. Find what's in the way. Close the gap.

Every engagement starts with a free 30 minute Intro˙

The Read˙

$1,200˙

2 week engagement˙

What's involved:

✔ Deep dive into your business

✔ Meet & compare notes

✔ 3 hour facilitated session

✔ Summary & direction

✔ 1 session to walk it through

Online or in person.

Book The Read˙

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  • Susan Makau, Co-Founder of the International School of Advertising in Kenya, on Sandeep Sura's strategy thinking and concept development.

    "Truly impressive in strategy thinking and concept development."

    Susan Makau MCIM / CO Founder. ISA - International School of Advertising, KE.

  • Joanne Land of Organizational Culture and Respect, USA, on Sandeep Sura's work delivering visual messaging consistency.

    “Exactly what we needed to execute consistency in our visual messaging.”

    Joanne Land / Organizational Culture and Respect, USA.

  • Jayna Kika of the International Trade Centre, Geneva, on Sandeep Sura's design precision, creative flair, and strategic thinking.

    “His mix of design precision, creative flair and strategic thinking, set him apart.”

    Jayna Kika / Senior Programme and Research Assistant ITC, Geneva.

  • Janice Kemoli, Brand & Marketing Strategy Advisor for Africa, on Sandeep Sura's rare combination of global and African experience.

    “Has Global and African experience, a rare combo; much needed today.”

    Janice Kemoli / Brand + Marketing Strategy Advisor for Africa, KE.