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West meets East: L.A.’s Fahrenheit Studio creates brand and Web site for Indian home décor retailer Zansaar

Artfully designed with a rich, colorful interface and modern online shopping experience for Indian consumers

LOS ANGELES, CA—April 4, 2012—Fahrenheit Studio, a new media branding and design firm, has announced its completion and launch of Indian home goods Web site Zansaar, a new venture funded by Accel Partners and Tiger Capital. Although U.S. firms have long outsourced to India for Web design and development, the home décor retailer’s partnership with the Los Angeles design studio may indicate a future reversal of that trend.

The Fahrenheit Studio team built the Zansaar brand and site from the ground up, designing the shopping experience to be modern and distinctively Indian. The result is a vivid and engaging ecommerce site that is visually rich with color and texture yet maintains a clean, contemporary look and functionality.

'Zansaar' is a play on the Hindi word 'sansaar,' meaning 'the world,' and Zansaar.com lives up to its name. The site design creates a high-end, high-energy brand image while showcasing home goods from India, South Asia and around the globe. Easy-to-use search and sort interfaces allow shoppers to order items including kitchen basics, holiday linens and hard-to-find foodstuffs.

As the Indian economy has rapidly expanded, so has the population’s desire for online shopping venues. Zansaar founders Jawad Ayaz and Vinod Chandran knew they needed a strong brand strategy to take advantage of this growing demand. Despite hailing from a country known for Web and software development, the entrepreneurs believed only a U.S. company could provide the in-depth branding knowledge they needed. Their plan was to launch an Indian Web site on par with the likes of CrateandBarrel.com, and they tapped Fahrenheit Studio for the project.

"India has such an incredibly vibrant culture, but its retail Web sites are often drab and colorless," said Robert Weitz, Fahrenheit Studio's co-director. "The Indian Web is still in its infancy, and many Web sites lack cohesive branding and don't stand out from the crowd. We created an artfully designed site that would appeal to any western audience, but we also gave it a very authentically Indian brand identity. Our goal was to bring the real India to India online."

As Indian consumers become more sophisticated, Indian companies may increasingly look to U.S. branding and marketing firms for help creating compelling brands—and Zansaar and Fahrenheit Studio are excited to lead the pack.

About Fahrenheit Studio
Fahrenheit Studio is a Los Angeles-based new media design firm founded in 1995 by Robert Weitz and Dylan Tran. The firm specializes in creating living brands for businesses and celebrities. Fahrenheit built its reputation designing high-concept Web sites for music industry clients, including Virgin Records, Warner Music Group, Sony Music Entertainment, The Rolling Stones and Ben Harper. For more information visit: www.fahrenheit.com.

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"We first approached Fahrenheit a year ago, following a period of rapid growth and change, including the acquisition of another company. We recognized that we needed to build strong internal and external brand awareness. Fahrenheit took the time to get to know our business, our employees and our customers. They helped us develop a unified brand message, an exciting new visual identity, and a clear strategy for moving forward. The rebrand has been a huge success across the board—from employees to customers. It's revived our image as a fun, innovative, and user-friendly company. The message we're sending finally matches the way we see ourselves."

—Matt McLellan, President, Evisions, Inc.

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"We turned to Fahrenheit Studio for a modern rebrand of our platform, and to better engage with our user base. Fahrenheit really took the time to understand our managed futures business and what users needed from the services we provided. It was a very thoughtful process to build a lasting brand and user experience, and best of all they did it within our budget. The entire Fahrenheit team was courteous, conscientious, and very enjoyable to work with."

—JonPaul Jonkheer, Executive Vice President, IASG, Inc.

"Fahrenheit's design transformed us from a financial firm into a global brand. We look bigger and work better. Our new web presence now helps drive the other aspects of our business, making our customer interaction more efficient and effective. Importantly, when people reach us, we have more clout."

—JJ Burns, CEO, JJ Burns & Company

"Fahrenheit Studio has really come through for Virgin Records. They consistently hit their deadlines while managing to deliver extremely high-quality, gorgeous artist websites within budget. Bringing Fahrenheit into our online branding process has met with acclaim from both the artists, managers and executive staff at EMI."

—Jesse Kanner, Director of New Media, Virgin Records

"Fahrenheit Studio helped us to formulate a strategy and execute it from soup to nuts. The results were stunning: We grew from $2 billion to $5 billion AUM; newsletter grew from 20,000 to 80,000 readers. We also launched a campaign that brought in 300 accredited investor leads in the first few hours, resulting in more than $35 million in new business."

—Patrick O'Connor, Marketing Director, Navellier & Associates

"Fahrenheit Studio is a pleasure to work with and they have delivered outstanding results for our e-commerce property Zansaar.com. The entire project from concept to delivery was co-ordinated between India and LA and executed flawlessly without a single face to face meeting."

—Jawad Ayaz, CEO, Zansaar.com

"Fahrenheit Studio came up with a complete branding and communications strategy that has helped me expand my online presence, update my image, and connect with my readers in better ways. They did everything from designing the Mauldin logo and building the website to revamping my newsletters. I encourage you to contact them and see what they can do for you."

—John Mauldin, President, Mauldin Companies

"Fahrenheit Studio knows what it takes to build a brand, and helped us achieve remarkable brand equity for Lessonlab in less than 5 years. They did this by constantly working to align our look and feel with our mission. I know of no other design team that can work effectively on such a diversity of projects."

—James Stigler, CEO, Lessonlab, Inc.

"The Fahrenheit team is one of the true treasures of the design world. Their expertise goes well beyond any ordinary firm. With a wide range of skills and expertise they can help their clients with both conceptual and business concepts. From design, to websites, marketing, branding, one would be hard pressed to find one company that would have such a wide range of both skills and talents."

—Eric Garcia, Owner, 48 Windows Music & Mix

"Fahrenheit Studio has invigorated our brand, created an interactive online community, significantly improved the return on investment of our SEO marketing budget, created a qualified lead generation engine to drive our sales efforts, and provided tremendous enhancements to our client retention management."

—Gabriel F. Burczyk, CEO, WrapManager, Inc.