Company · The team

Specialists by practice. One team by programme.

Strategists, designers, engineers, writers and AI specialists in New Delhi, Ludhiana and across India. Each belongs to a practice that holds the craft standard, and joins a squad formed around one programme — with agents doing the repeatable work and a named person owning every decision.

How a squad is formed Open roles
Roles, not portraits 6 practices and delivery, 2 studios, 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

Accountable by name. Who leads, and what each seat signs off.

Every programme has one person accountable for it, and every practice a lead accountable for its craft. Nothing reaches a client without a named approver — and an agent is never one.

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 studio is ledTwo lines of accountability

An organisation chart. Studio 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. Studio leadership

    Who: The people who run the studio

    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 the system in production

    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
    The craft standard of their practice: who is hired, how work is reviewed, 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. Each has one named owner on the squad, and none signs anything off. How agents are owned

The seats run from studio 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 studio. Each profile lists the work they have led, what they write about and where to find them.

Practice

1 person

Practices

Six practices, and delivery. Each one owns a craft standard.

Six disciplines, plus delivery and operations. A practice hires, trains and reviews its people; it never works alone — every programme draws on several.

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

Brand Design

We define who a brand can become across every interaction that shapes it, and build the systems that let it show up that way at scale.

Strategists and designers who build brand foundations, identities and the systems that keep them consistent — with brand-check agents enforcing the rules they write.

Explore Brand Design Open roles in this practice: 3

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

We build and run the technical foundation a brand needs — software, AI systems, infrastructure, and the security and support to keep it all dependable.

Engineers who build websites, platforms, data systems and AI products, with tests, evals and security in the pipeline on every change.

Explore Technology & Intelligence Open roles in this practice: 4

Roles in the practice

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

We build campaigns and the content behind them — films, edits, motion, social and media kits — shot, cut and versioned for every channel they run on.

Creatives, writers and producers who make campaigns and content systems — using AI to explore wider, and people to choose.

Explore Campaign & Content Design Open roles in this practice: 3

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

Assistants, AI films and creatives, and brand-tuned image models — experiences designed with AI, not just made faster by it, with a person signing off what ships.

Designers of AI experiences and AI-powered creative tools, for whom honesty about what a system can do is part of the design.

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

We rethink how people actually use what a brand builds — shaping the strategy and design that sits ahead of every build.

Researchers and product designers who take web and app experiences from evidence to shipped, 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

We build the technology backbone that makes personalization, automation, and always-on marketing possible, and design the relationships that turn a single purchase into a lasting one.

Architects and specialists who join CRM, data, analytics and automation into one system a marketing team can run.

Explore Marketing Technology Open roles in this practice: 2

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 through the same gated model — plans, risks, decisions and the weekly review — so the six disciplines can do their best work.

Engagement directors, programme managers and the people who keep the studio running: plans, budgets, hiring and the tools everyone uses.

Open roles in this practice: 1

Roles in the practice

  • Engagement director
  • Programme manager
  • Studio 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

No standing account teams. A squad for each programme.

We staff a programme from the practices it needs, for the phases it needs them, and name everyone in the plan you sign. Choose a programme to see who joins, when, and which agents work beside them.

Brand relaunch AI product Always-on growth Platform rebuild

Brand relaunch

A new position, identity and system, rolled out across every touchpoint.

A typical squad — illustrative
The staffing plan for a brand relaunch: each seat, its practice and how much of the week it spends on the programme 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 work with AI

Agents can be responsible. Only people are accountable.

Every agent we run has a named owner, a written scope, evals it must pass and a log anyone on the programme can read. This is who does what on an ordinary programme.

Who does what

  • Does the work
  • Answers for it
  • Consulted
  • Informed
Responsibility on an ordinary 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, code Agents widen the options inside the brand system or the codebase; the specialist chooses, rewrites by hand where it matters and answers for what ships. Does the work Answers for it Informed Informed
Brand, accessibility and claims checks A checking agent runs the brief’s rules on every asset and flags anything uncertain; claims that need proof go to your team before they go anywhere else. 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 read-out with every figure traced 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 evals 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
    Evals
    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 inside the brand system or the codebase
    Never
    Publish, send or merge anything
    Evals
    Brand rules, contrast and length checks on every variant
    Log
    Prompts, model version and output, per variant
    Works on
    First drafts — copy, layouts, 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
    Evals
    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
    Evals
    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. Evals before release

    An agent ships only after its evals pass, and runs them again 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 — kept with the project.

Studios

Where the team works. Two studios in the north, colleagues across India.

Visits are by appointment. Workshops can be at either studio, 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

    Suites

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

    30.90° N · 75.83° E

    Directions
  3. Forested hills folding into a valley under a late-afternoon sky.
    Shimla, Himachal Pradesh

    Remote

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

    Anywhere in India

Culture and rituals

Culture is what repeats. Our rhythm, from the daily stand-up to the yearly rewrite.

Every ritual has a purpose and leaves something written behind; when one stops producing anything, we stop holding it. The studio week in detail is on the careers page.

The studio week, day by day
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 evals and incidents, read out
    Leaves behind
    Updated playbooks and agent scorecards
    Who
    Practices and agent owners

  4. Every quarter

    • Team week: everyone, studio and remote, in one studio
    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
    Studio leadership and practice leads

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

Growth

Grow in a practice. Stretch in a squad.

The levels and how reviews work are written down on the careers page. This is how growth happens in between: a practice that teaches, squads that stretch you, and a mentor by name.

The ladder and how reviews work

One path through the studio

Illustrative — a composite path on the early-careers track, not a real person’s.

  1. Day onePractice

    Joins Product & Experience on the early-careers track

    An Associate (L2), with a mentor by name from the first day 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 real users beside the engineers, with a new mentor.

  4. Month 11Squad

    Third rotation: a brand relaunch

    Design-system work beside Brand Design, to widen the craft.

  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, read against the six standards — about two years in, as the track intends.

  7. Month 30Squad

    Owns a feature end to end

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

What makes it happen

  • A mentor by name

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

  • Rotation between squads

    Programmes end; people move to work that stretches a different muscle.

  • 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

17 open roles. One application form.

Every role lists its band, its practice and how we hire for it. If none fits, a speculative application goes to the practice lead who would read it.

See every open role Send a speculative application

Questions

Before you meet us, what clients ask about the team.

Each answer comes from the seat that would give it to you in the room.

  1. Who will actually work on our programme?

    The people named in the plan you sign: the engagement director, the practice leads involved and the squad. If someone has to change, you hear it from us 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 Studio 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 Studio leadership

  4. Where does the team work from?

    Our studios in New Delhi and Ludhiana, and remotely across India, all in India Standard Time. Workshops can be at a studio or at your office.

    Answered by Studio leadership

  5. Will an AI write our work?

    Agents draft, check and report inside a scope a person sets. A named person reviews and approves everything that reaches you, and every agent has an owner you can ask about it.

    Answered by Practice leads

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

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

    Answered by Engagement director

Let’s build what happens next.

Tell us what you’re building. We’ll answer straight.

Book a discovery call

Three ways to start

  1. 01About 2 minutes

    A quick question

    You get A reply from a lead, not a sales queue

  2. 02About 8 minutesMost useful

    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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