Trade India®
Trade India helped digitise Indian B2B long before digital-first became default. By 2019, the platform retained strong recall and deep SME penetration. What had aged was not relevance, but expression. The opportunity was to preserve the iconic name and trust built over decades, while rebuilding the system to match the speed and ambition of modern Indian enterprise.
The mandate was explicit. Do not reset recognition. Do not dilute trust. Rebuild everything else. Trade India serves exporters, manufacturers, and suppliers operating across regions and sectors, united by a single constraint: speed. The brand and product experience needed to feel immediate and legible on the move, without losing authority at national scale.
Our work focused on a full system evolution across brand and product, anchored in one organising idea: moving at the speed of India. Motion became the core principle of the identity, supported by a high-energy palette and forms inspired by infrastructure that powers Indian commerce. In parallel, the product experience was rebuilt for mobile-first use, with faster search, simplified flows, and region-aware content designed for real-world operating conditions.
The result is a modern B2B marketplace that looks, reads, and converts like a platform built for the 2020s while retaining its hard-earned equity. For Lazy Eight, the engagement reinforced a belief shaped by work at national scale: when systems are designed for speed and relevance, legacy does not slow you down. It carries you forward.
Trade India helped digitise Indian B2B long before digital-first became default. By 2019, the platform retained strong recall and deep SME penetration. What had aged was not relevance, but expression. The opportunity was to preserve the iconic name and trust built over decades, while rebuilding the system to match the speed and ambition of modern Indian enterprise.
The mandate was explicit. Do not reset recognition. Do not dilute trust. Rebuild everything else. Trade India serves exporters, manufacturers, and suppliers operating across regions and sectors, united by a single constraint: speed. The brand and product experience needed to feel immediate and legible on the move, without losing authority at national scale.
Our work focused on a full system evolution across brand and product, anchored in one organising idea: moving at the speed of India. Motion became the core principle of the identity, supported by a high-energy palette and forms inspired by infrastructure that powers Indian commerce. In parallel, the product experience was rebuilt for mobile-first use, with faster search, simplified flows, and region-aware content designed for real-world operating conditions.
The result is a modern B2B marketplace that looks, reads, and converts like a platform built for the 2020s while retaining its hard-earned equity. For Lazy Eight, the engagement reinforced a belief shaped by work at national scale: when systems are designed for speed and relevance, legacy does not slow you down. It carries you forward.
DEL · DXB · NYC