Ritesh began his career advertising while at Wieden+Kennedy, Deutsch, and Saatchi & Saatchi and has since transitioned to leading Product Design and Branding in-house at mission-driven startups. He recently led a 360-degrees rebrand of a dog food startup called Pet Plate with Sagmeister & Walsh and R/GA, while serving as the Senior Director of Brand & UX. Currently, he is working with Serial Box, where he is (re)designing, (re)building, (re)positioning, & (re)branding the platform. On this episode, Ritesh shares with us the story behind how he got into the world of design. He takes us through the Pet Plate’s branding process, from the time the startup decided to rebrand, to deciding on the right design agency for the task and about the partnership with Sagmeister and Walsh (now known as And Walsh). He also talks about the importance of measuring the impact of design and how it can transform our industry. He also talks about diversity, inclusion and equity in the world of design.SECTIONS - TIME INDEXChildhood, Education and Early days of work - Hungry Harvest - Petplate - Measuring the impact of design - Diversity, Inclusion and Equity - RELEVANT LINKSRitesh Gupta - www.ritesh-gupta.comSerial Box - serialbox.comBrand New Conference - bnconf.comTemecula, California - en.wikipedia.org/wiki/Temecula,_CaliforniaUCLA - ucla.eduMET Logo - wolffolins.com/case-study/the-met/Wieden+Kennedy - www.wk.comMedia planning - en.wikipedia.org/wiki/Media_planningSaatchi & Saatchi - saatchi.comDeutsch agency -deutsch.comShark Tank - en.wikipedia.org/wiki/Shark_TankHungry Harvest - hungryharvest.netRobert Herjavec - en.wikipedia.org/wiki/Robert_HerjavecSNAP - en.wikipedia.org/wiki/Supplemental_Nutrition_Assistance_ProgramPet Plate - petplate.comRenaldo Webb - www.petplate.com/about/Sagmeister and Walsh - sagmeisterwalsh.comAnd Walsh - andwalsh.comPet Plate project on And Walsh website - andwalsh.com/work/all/pet-plate/McKinsey - mckinsey.comRFP - en.wikipedia.org/wiki/Request_for_proposalJessica Walsh - en.wikipedia.org/wiki/Jessica_WalshFirst Round Conference - underconsideration.com/firstround/Anthropomorphism - en.wikipedia.org/wiki/AnthropomorphismModerat Font - tightype.com/moderat/A/B testing - en.wikipedia.org/wiki/A/B_testingMultivariate testing - en.wikipedia.org/wiki/Multivariate_testing_in_marketingCustomer acquisition cost - en.wikipedia.org/wiki/Customer_acquisition_costCustomer lifetime value - en.wikipedia.org/wiki/Customer_lifetime_valueMcKinsey, The business value of design - www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-designPOC, People of Colour - en.wikipedia.org/wiki/Person_of_colorDesign Census 2019 - designcensus.orgNon-binary gender - en.wikipedia.org/wiki/Non-binary_genderJammu city, India - en.wikipedia.org/wiki/JammuGlassdoor - glassdoor.comRitesh’s Email ID - [email protected]Daler Mehndi - www.youtube.com/watch?v=eZ2PtEx9-ls