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mCube Design
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Rachana Shah, Neha Mehta & Mehul Mehta
Text Mona Lalwani
mCube is a design studio that not only shares a passion for design but
also a bloodline. It all began when one of the three siblings-turned­
partners, Rachana Shah kick-started the process by creating mCube
in 2002. She studied at Sophia Polytechnic College, Mumbai before
moving to Columbia College, Chicago to continue her education in
Marketing Communication. Her experience and exposure from time spent
in the US coupled with insight into India's design requirement led to
the conception of this dynamic design firm that decided to specialize
in branding.
Between the three partners, each inhabits not only a different city but
also a different specialization. While Rachana, who is based in Pune and
Neha in Mumbai, guard the creative fortress in their own unique ways,
Mehul provides the business development ideas for this design firm all
the way from Virginia. They sum up their thought process in three words
- understand, digest and implement and their design philosophy stays as
simple as 'if you can't justify it don't do it'. With a love for exploration that
runs in the family, the partners thrive on throwing themselves into new
ideas and environments to keep the inspiration fiowing.
Couple of years later, her sister Neha Mehta came on board after having
made her way through Sophia Polytechnic, Mumbai and University
of Illinois, Chicago where she received her BFA with concentration
in Graphic Design. Her own experience with multiple award-winning
design firms in Chicago gave her an edge and a mission to change the
perception of design in India. And finally, Mehul Mehta brought in his
business acumen and creativity even though he continues to dabble
in the Financial Sector with an MBA from Case Western Reserve
University, Ohio.
With a commonality of sensibility they manage to work effortlessly as a
team and believe in creating long-lasting visual ideas that are a labour
of love. mCube's case studies on design projects have been published
internationally by Rockport Publication and locally in the Kyoorius design
magazine. They also have a line of chalkboard products that generated
a lot of buzz in the Indian market. Led by a love for experimentation they
choose to go where the experiment takes them. With an emphasis on
detail, they intend to let mCube stand it's small but strong ground to
ensure quality over quantity._
114 platform_ creative
lifestyle July/Aug '11
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guard the creative fortress in their own unique ways,
e business development ideas for this design firm all
1ia. They sum up their thought process in three words
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m't justify it don't do it'. With a love for exploration that
the partners thrive on throwing themselves into new
ments to keep the inspiration flowing.
ity of sensibility they manage to work effortlessly as a
in creating long-lasting visual ideas that are a labour
~ase studies on design projects have been published
~ockport Publication and locally in the Kyoorius design
so have a line of chalkboard products that generated
. Indian market. Led by a love for experimentation they
lre the experiment takes them. With an emphasis on
j to let mCube stand it's small but strong ground to
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platform_ creative lifestyle July/Aug '11115