Company · The team

One team of brand, technology and AI specialists.

Strategists, designers, engineers, writers and AI specialists in New Delhi, Ludhiana and Saint John, and remotely across India. Each belongs to a practice that sets its standards, and your programme gets one squad drawn from the practices it needs.

See how we staff See open roles
Roles, not portraits 6 practices and delivery, 4 offices, remote India Illustrative photography
  1. A hand writing the word “audience” on a whiteboard. Brand strategistBrand
  2. A type specimen book: bold capitals and figures on a grid. Identity designerBrand
  3. A hand writing in a notebook with a red pen. WriterCampaign
  4. Hands at a laptop on a wooden table. EngineerTechnology
  5. A hand holding a stylus above a tablet. AI designerAI
  6. A website wireframe sketched by hand, with an orange pen beside it. Product designerProduct
  7. A hand with a stylus pointing at printed charts beside a tablet. Data and CRM specialistMarketing
  8. A person, seen from behind, arranging sticky notes on a dark wall. Engagement directorDelivery

Squad 1 of 4

Brand relaunch

6 people · 2 agents

  • Engagement director
  • Brand strategist
  • Identity designer
  • Writer
  • Design-system designer
  • Front-end engineer
See this squad’s plan

A board of eight roles, each shown by a photograph of hands at work. One programme at a time lights up the roles its squad draws on; the programme is named beside the board.

Leadership

Our leaders, and what each one signs off.

An engagement director answers for each programme, and each practice has a lead who answers for the quality of its work.

The leadership team

Practice lead

Shuja ur Rahman

Practice Lead, Technology & Intelligence

Technology

Leads the Technology & Intelligence practice at Xterra Edze: the platforms, products and AI systems we build and run for clients, from architecture to production.

  • Software engineering
  • AI systems
  • Cloud architecture
How the company is ledTwo lines of accountability

An organisation chart. Company leadership sits at the top. Below it run two lines: delivery, through the engagement director who runs each programme, and craft, through the practice leads who hold each standard. Both lines meet in the squad specialists, who own the agents working beside them. The engagement director prepares each stage gate; your sponsor decides it.

The four seats

  1. Company leadership

    Who: The people who run the company

    Accountable for
    Commercial terms, quality across every programme and the standards each practice works to.
    Signs off
    Statements of work, team changes, the six standards
    You meet them
    In the first conversation and at every quarterly review

  2. Engagement director

    Who: One for each programme, from the first brief to launch and support

    Accountable for
    The plan, the risks, the budget and the decision log. Your day-to-day lead.
    Signs off
    Each stage gate, before it goes to your sponsor
    You meet them
    Every week

  3. Practice leads

    Who: One for each practice, delivery included

    Accountable for
    Their practice’s standard: who is hired, how work is reviewed and what good looks like.
    Signs off
    Craft quality, before work reaches you
    You meet them
    At reviews, and whenever you ask

  4. Squad specialists

    Who: The strategists, designers, engineers and writers on your programme

    Accountable for
    The work itself, and the agents that help with it.
    Signs off
    Their own work, reviewed by their practice lead
    You meet them
    Daily, in the work

  5. Agents draft, check and report; none signs anything off. See how agents work

The seats run from company leadership, through the engagement director and the practice leads, to the specialists on the squad; agents sit beside the people who own them.

The team

The people behind every practice.

Filter by practice or location. Each profile lists the work they have led, what they write about and where to find them.

Practice

2 people

Practices

Six practices and delivery, each with its own quality standard.

One practice for each of our six disciplines, plus delivery and operations. Each hires, trains and reviews its own people, and every programme draws on several.

A circle of colour swatches fanned out on a grey surface.
01Brand

Brand Design

Brand strategy, identity and the rules, templates and AI checks that keep a brand consistent everywhere.

Strategists and designers who create positioning, identities, guidelines and templates, plus the rules an automated brand check applies to every asset.

Explore Brand Design Open roles in this practice: 2

Roles in the practice

  • Brand strategist
  • Identity designer
  • Verbal identity writer
  • Design-system designer
  • Brand technologist

Practice lead

Rushil MunjalPractice Lead, Brand Design

Works most with

People

1 on this page

Hands typing code on a laptop, the editor dark on the screen.
02Technology

Technology & Intelligence

Websites, apps, custom software, AI agents and cloud, built securely and supported after launch.

Engineers who build websites, platforms, data systems and AI products, with tests, evaluation sets and security checks run on every change.

Explore Technology & Intelligence Open roles in this practice: 3

Roles in the practice

  • Solution architect
  • Front-end engineer
  • Back-end engineer
  • Full-stack engineer
  • Data engineer
  • Machine learning engineer
  • Security engineer
  • QA and evaluation engineer

Practice lead

Shuja ur RahmanPractice Lead, Technology & Intelligence

Works most with

People

1 on this page

A lamp set up on a white paper backdrop under studio lights, ready for a shoot.
03Campaign

Campaign & Content Design

Campaigns, films, photography, social content, PR and paid media, planned together and produced for every channel.

Creatives, writers and producers who make campaigns and content for every channel; agents draft options and people choose.

Explore Campaign & Content Design Open roles in this practice: 2

Roles in the practice

  • Campaign strategist
  • Creative lead
  • Writer
  • Producer
  • Performance marketer
  • Social and community lead

Practice lead

Hires for the practice, reviews its work before it reaches a client and sets what good looks like.

Works most with

A hand drawing with a stylus on a graphics tablet in pink and violet light.
04AI

AI Design

AI assistants, AI-made films and images, brand-tuned models and the training to use them safely.

Designers and producers of AI assistants and AI-made content, who show users plainly what each tool can and cannot do.

Explore AI Design Open roles in this practice: 2

Roles in the practice

  • AI experience designer
  • Conversation designer
  • Creative technologist
  • AI content producer

Practice lead

Hires for the practice, reviews its work before it reaches a client and sets what good looks like.

Works most with

A hand sketching an app’s screens and the arrows between them with a yellow pen.
05Product

Product & Experience Design

Product strategy, user research, UX and UI design and design systems, tested with users before full build.

Researchers and product designers who take websites and apps from user evidence to a launched, accessible product.

Explore Product & Experience Design Open roles in this practice: 2

Roles in the practice

  • Product strategist
  • User researcher
  • Product designer
  • Accessibility specialist
  • Prototyper

Practice lead

Hires for the practice, reviews its work before it reaches a client and sets what good looks like.

Works most with

A reporting dashboard on a screen, with tiles for click-through rate, cost per conversion and quality score.
06Marketing

Marketing Technology

CRM, marketing automation, customer data, lead scoring and measurement that keep marketing working between campaigns.

Architects and specialists who connect CRM, customer data, analytics and automation into a stack your marketing team can run.

Explore Marketing Technology Open roles in this practice: 1

Roles in the practice

  • Martech architect
  • CRM and lifecycle specialist
  • Data analyst
  • Marketing automation engineer

Practice lead

Hires for the practice, reviews its work before it reaches a client and sets what good looks like.

Works most with

Two hands holding up three sticky notes that read To Do, Doing and Done.
07Delivery

Delivery & Operations

We run every engagement the same way: stage gates, a written plan, a risk and decision log and a weekly review.

Engagement directors, programme managers and the people who keep the company running: plans, budgets, hiring and shared tools.

Open roles in this practice: 1

Roles in the practice

  • Engagement director
  • Programme manager
  • Operations
  • People and talent

Practice lead

Hires for the practice, reviews its work before it reaches a client and sets what good looks like.

Works most with

How a team is formed

One squad per programme, staffed from the practices it needs.

There are no standing account teams. People join for the phases where they are needed; choose a programme to see who joins, when and with which agents.

Brand relaunch AI product Always-on growth Platform rebuild

Brand relaunch

New positioning, identity and guidelines, rolled out everywhere the brand appears.

A typical squad · Illustrative
The staffing plan for a brand relaunch: each seat, its practice and its share of the week in each of the five phases. The same plan is listed in words under each seat.
Seat DiscoverWeeks 1–3 Decision gate DefineWeeks 4–6 Decision gate BuildWeeks 7–14 Decision gate LaunchWeeks 15–16 RunFrom week 17
Engagement director Accountable Delivery Discover: Part time Define: Part time Build: Part time Launch: Part time Run: Light touch
Brand strategist Brand Discover: Full time Define: Full time Build: Light touch Launch: Light touch Run: Not on the squad
Identity designer Brand Discover: Light touch Define: Full time Build: Full time Launch: Part time Run: Light touch
Writer Campaign Discover: Light touch Define: Part time Build: Full time Launch: Part time Run: Light touch
Design-system designer Brand Discover: Not on the squad Define: Light touch Build: Full time Launch: Part time Run: Light touch
Front-end engineer Technology Discover: Not on the squad Define: Not on the squad Build: Full time Launch: Full time Run: Light touch
  • Light touch
  • Part time
  • Most of the week
  • Full time
  • Decision gate

How we use AI

Agents do the repeatable work, and named people answer for it.

Every agent has a named owner, a written scope, an evaluation set it must pass and a log anyone on the programme can read. Below is who does what on a typical programme.

Who does what

  • Does the work
  • Answers for it
  • Consulted
  • Informed
Responsibility on a typical programme: R does the work, A answers for it, C is consulted, I is kept informed.
The work AgentSpecialistEngagement directorYour team
Research synthesis An agent clusters interview transcripts into themes with the quotes attached; the strategist checks every theme against the recordings and signs the synthesis. Does the work Answers for it Informed Consulted
First drafts: copy, layouts and code Agents draft options within the brand guidelines or the codebase; the specialist chooses, rewrites by hand where it matters and answers for what is released. Does the work Answers for it Informed Informed
Brand, accessibility and claims checks A checking agent applies the brief’s rules to every asset and flags anything uncertain; claims that need proof go to your team first. Does the work Answers for it Informed Consulted
Code review and tests A review agent reads every pull request first and a test agent runs the suites; an engineer approves the merge. Does the work Answers for it Informed Informed
The weekly report A reporting agent drafts the report, tracing every figure to its query; the engagement director edits it and answers for it. Does the work Consulted Answers for it Informed
Stage gates and sign-off The engagement director prepares each gate with the evidence; your sponsor decides. No agent takes part in a sign-off. No part Consulted Does the work Answers for it
Agent scope and model changes The agent’s owner writes its scope and reruns its evaluation set after any model change; the engagement director approves, and your team is consulted on data use. No part Does the work Answers for it Consulted

No A in the agent column, by design.

The agents, by badge

  • AgentAG-01

    Research agent

    Owner
    The squad’s strategist
    May
    Read approved sources and transcripts; cluster themes; attach quotes
    Never
    Contact anyone, or state a finding without its source
    Tests
    Every theme cites at least two quotes; a sample is checked against the recordings
    Log
    Kept with the project
    Works on
    Research synthesis

  • AgentAG-02

    Drafting agent

    Owner
    The writer, designer or engineer it drafts for
    May
    Draft variants within the brand guidelines or the codebase
    Never
    Publish, send or merge anything
    Tests
    Brand rules, contrast and length checks on every variant
    Log
    Prompts, model version and output, per variant
    Works on
    First drafts: copy, layouts and code

  • AgentAG-03

    Checking agent

    Owner
    The specialist whose work it checks
    May
    Run the brief’s checks; review code; flag what is uncertain
    Never
    Fix anything quietly, or pass a check it could not run
    Tests
    Its misses are reviewed every month
    Log
    Every check, pass and flag
    Works on
    Brand, accessibility and claims checks, Code review and tests

  • AgentAG-04

    Reporting agent

    Owner
    The squad’s analyst, or the engagement director
    May
    Read analytics and CRM data, read-only; draft the weekly report
    Never
    Change a campaign, a budget or a customer record
    Tests
    Every figure traces to the query that produced it
    Log
    Queries and drafts, kept with the report
    Works on
    The weekly report

Rules every agent runs under

  1. A named owner

    Every agent belongs to one person on the squad, who answers for what it does.

  2. Your data stays put

    Client material is used only in enterprise workspaces with zero data retention.

  3. Tests before release

    An agent goes live only after it passes its evaluation set, and is retested after any model change.

  4. A person approves

    Nothing an agent makes reaches you until a named person has reviewed and approved it.

  5. Everything is logged

    Who asked, which model version answered and which checks ran, all kept with the project.

Offices

Offices in India and Canada, with remote colleagues across India.

Visits are by appointment. Workshops can be at any of our offices or at yours.

  1. An aircraft passing the Qutub Minar against a clear blue sky.
    Qutub Minar, New Delhi

    New Delhi

    At Aerocity, beside the airport.

    6 Worldmark, Aerocity
    New Delhi 110037, India

    28.55° N · 77.12° E

    Directions
  2. Green paddy fields under a hazy sky, with power lines and a line of trees.
    Fields of Punjab

    Ludhiana

    Two suites at Noble Enclave on Ferozepur Road, opposite Hotel Park Plaza.

    Noble Enclave, Opp. Hotel Park Plaza
    Ferozepur Road, Ludhiana, Punjab 141001, India

    Suites

    SCO-2, LGF, SCO-1, 3rd Floor

    30.90° N · 75.83° E

    Directions
  3. A red and white lighthouse on a green hill above the rocks and water of the harbour, under a clear sky.
    Saint John, New Brunswick

    Saint John

    Our office in Canada, in New Brunswick, on Atlantic Time.

    120 University Avenue
    Saint John, NB E2K 1Z3, Canada
    Directions
  4. Forested hills folding into a valley under a late-afternoon sky.
    Shimla, Himachal Pradesh

    Remote

    For roles marked remote, with a team week in an office every quarter.

    Anywhere in India

Culture and routines

Our working rhythm, from the daily stand-up to the yearly standards rewrite.

Each routine leaves a written record, and we drop any that stops producing anything. The working week, day by day, is on the careers page.

See the working week
People working side by side at a long table, seen from above, in black and white.
Deep work, side by side.
A hand drawing a diagram on a glass whiteboard.
Critique the work, never the person.

The year, by cadence

2026

  1. Every working day

    • Squad stand-up: fifteen minutes, written up for remote colleagues
    Leaves behind
    Blockers named, each with an owner
    Who
    Each squad

  2. Every week

    • Plans in writing on Monday
    • Craft critique on Tuesday
    • Cross-discipline review on Thursday
    • Demo and decision log on Friday
    Leaves behind
    The decision log, brought up to date
    Who
    Everyone

  3. Every month

    • Guild hour: one practice teaches the others
    • Agent review: every agent’s test results and incidents, read out
    Leaves behind
    Updated playbooks and agent scorecards
    Who
    Practices and agent owners

  4. Every quarter

    • Team week: everyone, office-based and remote, in one office
    Leaves behind
    The quarter’s plan, agreed in the room
    Who
    Everyone

  5. Twice a year

    • Growth reviews against the six standards
    Leaves behind
    A written growth plan for each person
    Who
    Each person and their lead

  6. Once a year

    • The standards rewrite: the six standards re-read against the year’s work
    Leaves behind
    This year’s standards, published
    Who
    Company leadership and practice leads

A year from January to December with one row per cadence, from every working day to once a year, each marking when its routine happens, and a line at today’s date.

Growth

Career growth in a practice and across squads.

Levels and reviews are set out on the careers page. Between reviews, you learn in your practice, rotate between squads and have a named mentor.

See career paths

An example career path

Illustrative: a composite path on the early-careers track, not any one person’s.

  1. Day onePractice

    Joins Product & Experience on the early-careers track

    An Associate (L2), with a named mentor from day one and a learning plan agreed in writing.

  2. Month 2Squad

    First rotation: an AI product

    Owns the research for the onboarding flow, with the product strategist reviewing.

  3. Month 8Squad

    Second rotation: a platform rebuild

    Tests the new journeys with users alongside the engineers, and gets a new mentor.

  4. Month 11Squad

    Third rotation: a brand relaunch

    Works on the design system with Brand Design, to broaden their skills.

  5. Month 16Guild

    Teaches a guild hour on usability testing

    Writing it down for the other practices is part of the job.

  6. Month 24Review

    Growth review: moves to Mid (L3)

    Evidence from three squads is read against the six standards, about two years in, as the track intends.

  7. Month 30Squad

    Owns a whole feature

    Leads the research and design of one feature on a platform rebuild, and mentors a new associate.

What everyone gets

  • A named mentor

    Everyone has one, outside their own line, from their first week.

  • Rotation between squads

    When a programme ends, people move to work that builds different skills.

  • Guild hour

    Every month one practice teaches the others what it has learned.

  • A learning budget

    For courses, books and conferences, every year.

An empty office with a long table, chairs and screens, waiting for the day to start.
Illustrative photograph

Join the team

13 open roles: apply with one form.

Each role lists its band, practice and hiring process. If none fits, send a speculative application and the relevant practice lead will read it.

See every open role Send a speculative application

Questions

Questions about our team, answered before you meet us.

Each answer comes from the seat that would give it in a meeting.

  1. Who will work on our programme?

    The people named in the plan you sign. That means the engagement director, the practice leads involved and the squad. If we need to change anyone, we tell you first, in writing, with the reason.

    Answered by Engagement director

  2. Can we meet the team before we sign?

    Yes. The engagement director and at least one practice lead join the scoping conversation, and you can ask to meet anyone named in the plan.

    Answered by Company leadership

  3. Do you use freelancers or subcontractors?

    Sometimes, for specialist production such as a location shoot. They work under our contract and NDA, are named in the plan and never see your data without your approval.

    Answered by Company leadership

  4. Where does the team work from?

    From offices in New Delhi and Ludhiana, remotely across India, and from our office in Saint John, Canada. The India teams work on India Standard Time and Saint John on Atlantic Time.

    Answered by Company leadership

  5. Will an AI write our work?

    Agents draft and check parts of it; people decide what you receive. Each agent works within a scope a person sets and has an owner you can ask about it.

    Answered by Practice leads

  6. Can we keep the same people for the next phase?

    Yes, where the work allows: ask for them by name. We keep squads together across phases, because what a squad has learned stays with it.

    Answered by Engagement director

Tell us what you need built.

You will speak to a lead who would run the work, and get a straight answer on fit.

Book a call

Three ways to start

  1. 01About 2 minutes

    A quick question

    You get A reply from a named lead

  2. 02About 8 minutesRecommended

    A project brief

    You get Options and a first scope after one call

  3. 03About 15 minutes

    A formal RFQ or RFP

    You get Receipt confirmed and a named bid lead

Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced

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