Lightbox

Tina Mehta

Brand Strategist

As the Chief Vibe Officer, Tina ensures that Lightbox and our portfolio are connecting with customers. While “brand” is the conventional term for what she builds and protects, she tends not to like that singular explanation of things. It’s all about ensuring that the culture of the company and “vibe” are aligned with the execution plan. This then manifests in all interactions that the company has with the outside world... deep stuff!

It comes from years of great experiences at Wolff Olins, a branding consultancy, she worked on reinventing great old brands like GE, Target and Citi as well as creating new brands for Bono’s Product (RED), New Museum and New York City. She moved back to Mumbai in 2009 and most recently worked with venturethree, a design consultancy in London, on creating the new brand for Jio.

The intersection of design, marketing, brand, communication and technology is where Tina now lives.

When do we get an absolute art bar in Mumbai? #

Is the point to create textures you can touch and feel on screen? #

Role of 21st century design is to show alternatives, not incremental problem solving # https://t.co/43UoMhaj6a

Ikea's pet products make you want a pet! https://t.co/9kzYSOGq9f

rt @: our project 'the # game' is now live on @ : .com/projects/the-bollywood-game-cinema--2/x/17447024#/">https://t.co/n50iybjqcd

rt @: would you prefer something average looking and highly profitable, or something very beautiful and barely profitable? https://t.co/…

"Shoemaking is the poor cousin of historical memory." Peasants wore espadrilles, the wealthy wore leather boots

Full circle ;) https://t.co/zClDiFZrs7

rt @: *airhorn* spread the word: your music isn’t going anywhere. neither are we.

rt @: best human

Q&A

What does failure mean to you?  
A sign from the universe to change direction

What’s your superpower?
Reductionism

Which is your favourite city in the world?
Rome because the monsoon in Bombay was way too long this year!

If you weren’t a venture capitalist, you’d be..
A dancer