This project started by understanding the existing brand, its stakeholders, tools and measures for influencing those stakeholders. Parallely, to understand the motives of the company more clearly we initiated the process by discussing the brief in depth. The company’s priorities and appetite for exploration were tested with an initial round of ideas. Design festivals in India were also researched upon and a list of possible design problems were identified from various festival experiences. Using the feedback, research was focused to develop a better suited solution for the client. Eventually two ideas were developed by splitting the double diamond process and conceptualizing a Decode Fest and a Makers Fest.