We are a strategy-led brand studio.
Built by practitioners who have spent years working on brands across categories and scales, the studio brings together experience, perspective, in-depth explorations and a focused way of working.
Our approach is shaped by how we’ve seen brands succeed - and fail. We have learnt that clarity is often the hardest thing to achieve, but also the most valuable. Our work focuses on helping organisations make the right decisions, get clarity on the why, before expressing and crafting the visual and verbal aspects.
Susan Mathen
Co-Founder | Strategy & Business Lead
With over 2 decades in brand strategy, consumer insights, trends, and design thinking, Susan is a brand strategist who firmly believes in the importance of understanding ‘the why’ behind every brand decision. At Hue & Why, Susan leads business and strategy. She focuses on brand positioning, narrative, stakeholder alignment, brand architecture and decision-making frameworks for brands.
Previously, she was the Regional Strategy Director for Pantene/P&G for ASEAN (India, Indonesia, Thailand, Philippines, Vietnam, Malaysia and Singapore). She has also been strategy consultant for agencies like Wieden + Kennedy (on Visa, Bumble), Toaster (on Google, YouTube), Space Doctors (on Coty), VCCP London (on Oppo) and DYWorks (on Oberoi). She is a multiple winner of effectiveness awards like the Effies, Warc Asian Strategy Awards and more.
During her sabbatical from the corporate world, she spent a year in a heritage museum learning Art History, Indian Iconography and Symbolism. Cultural Studies, Psychology, Design Semiotics and Consumer Behaviour are her interest areas. An alumnus of Shri Ram College of Commerce, New Delhi and Mudra Institute of Communications, Ahmedabad, Susan has worked in some of the leading global agencies - Ogilvy, JWT, Leo Burnett, Grey and more - across India & Singapore.
Susan’s website: susanmathen.com
George Abraham
Co-Founder | Creative Lead
A creative professional with over 20 years of creative direction, art direction and digital design experience, George is a strong believer in the power of bringing together the rational and the emotional in the process of creating brand worlds. At Hue & Why he leads creative direction at the studio - defining the creative vision for brands, building robust and cohesive brand design systems, brand identity design, branding eco-systems and brand campaigns.
Alongside this, his ongoing practices in photography, independent art projects, and motorcycle rebuilding continue to inform and sharpen his approach to craft and form.
Previously he was Creative Director, leading the creative team at Wieden + Kennedy India. He has led teams on brands like Nike, Airbnb, Budweiser, Indigo Airlines, YouTube, BBC, Crocs, Lux, Siemens, Van Heusen and more. across advertising agencies like W+K, R/GA, Ogilvy, JWT, Contract, Bates and more, in India and Singapore.
He has been a recipient of the prestigious One Show Design Pencil and has also won at the Cannes, SpikesAsia and more.
George’s website: georgeabrahamc.com
Our experience includes working with organisations across sectors such as hospitality, lifestyle & fashion, technology, manufacturing, health & nutrition, food & beverages, personal care - from early stage ventures to established businesses.
We work with a lean, focused core team supported by a network of trusted collaborators. Depending on the needs of each engagement, we bring in collaborators across areas such as research, culture, naming, writing, design semiotics, digital design, motion design, illustration, photography, etc. These collaborations are shaped by the requirements of the work, not predefined structures, allowing us to remain flexible while maintaining a consistent level of quality and thinking.
All engagements are led by the founders, with collaborators contributing where their expertise adds meaningful value.
Strategic Partnerships
Scent Folio
Olfactory Branding
Scentfolio is a perfumery founded by a fragrance enthusiast, crafting scent-scapes to envelop you in freshness. A brand that celebrates the art of perfumery with a focus on creating a unique sensory experience, Scentfolio offers a refreshing and vibrant blend of fragrances, combinations designed to invigorate and provide a sense of awe. Scentfolio’s commitment to olfactory branding allows them to create distinctive and memorable scents that resonate on a personal level, and also stand out in the world of fragrance.