Malvika Mehra to launch own outfit

MUMBAI: Malvika Mehra, who had made news with her sudden exit last year as the national creative director of Grey India, the WPP agency, has announced her plans to launch an independent outfit, Tomorrow Creative Lab.

The plan for her new venture is to infuse design and technology at all touchpoints. The offering could range from creating the brand architecture to nomenclature, identity and communication. Rather than making it people-heavy, Mehra has created `Friends of Tomorrow' that comprise of specialists who would be brought on-board to collaborate as per the requirement.

She has already embarked on a nomenclature and brand identity project for a TV channel's art-led brand, is working on designing space and identity for a Mumbai-based café, and has signed on with Vivaan Hospitality for the restoration of an old Delhi Haveli.