The gap˙most brands ignore
That’s where I work˙
Sandeep Sura / Creative DirectorSelected Clients˙
Before Triple Think: 25 years across DDB, Ogilvy and BBDO, with accounts including Unilever, Coca-Cola, EABL, Britam and Kenya Tourism Board.
Things are changing faster than ever; markets shift, preferences evolve, and behaviour never sits still. Trial and error have become part of the playbook, which is why brands need to adapt - but adapt with purpose.
That’s why I built the 3C˙framework. Three steps, with one simple flow:
Clarity: define > differentiate
Creativity: design > storify
Every step* of the 3C˙framework is flexible, thought-driven and solves something real before moving ahead. Here’s the path we’ll take together:
Clarity from the outside in: ✓ Brand audit ✓ Strategic alignment
Creativity driven by insight: ✓ Ideation and messaging ✓ Design and application
Connection with relevance: ✓ Go-to-market roadmap ✓ Platform rollout
*Custom pricing based on scope.
Connection: goals > platforms
You can expect an open discussion, honest feedback, shared thinking and clear outcomes at every step. Let’s chat and get thinking!
Not ready yet? Try my free brand worksheets; made to help you move your thinking from ideas to action.
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Overview / Challenge: Seven Kenyan coffee-producing counties lacked a unified brand voice; each region’s story was fragmented, making it hard to present Kenya coffee cohesively on the global stage.
Approach / Process: We mapped origin, quality, and cultural narratives across counties; aligned stakeholders from local cooperatives to national agencies; created a visual + strategic framework.
Solution / Deliverables:
• Brand identity framework
• Visual systems for regional differentiation
• Messaging and brand architecture
Outcome / Impact: Empowers smallholder farmers and cooperatives to market their coffee globally through consistent regional stories under a unified Kenyan brand.
Partnership / Stakeholders: In collaboration with GOK & Italy, AICS, ISA, E4Impact, County Coffee Cooperatives, Kenya Coffee Board.
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Overview / Challenge: Jumping Monk (Jaba Juice) needed a brand identity that could adapt to digital, social and real-world touch-points.
Approach / Process: I crafted an expressive visual system and communication tone that embraced ambiguity and personality. I art-directed and photographed content to match the brand voice.
Solution / Deliverables:
• Flexible identity system
• Brand voice and messaging
• Custom photography & content directionOutcome / Impact: A bold, recognizable visual presence across platforms, with a tone that feels playful yet coherent.
Partnership / Stakeholders: Collaborated directly with the founders and a production specialist.
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Overview / Challenge: Within NatureLock, the Stewsday product line lacked a clear positioning and value story, causing confusion across target audiences and inconsistent messaging.
Approach / Process: Started with a category audit and internal workshop; led a 2-day USP refinement session to sharpen the brand promise and messaging.
Solution / Deliverables:
• Brand architecture alignment
• Refined USP and positioning
• Messaging framework for StewsdayOutcome / Impact: A clearer, stronger positioning that could confidently guide design and packaging decisions.
Partnership / Stakeholders: Worked with the CEO, internal teams, product designer, and business consultants.
“I don’t chase big ideas; just the small ones that won’t go away.”