Toss the Coin Wins Best Brand Guidelines Design at the Economic Times Awards for Design & Creativity 2026
Recognition anchors Toss the Coin’s approach to building scalable, impact-driven brand systems, while reinforcing ThoughtFocus’s positioning as a future-ready AI-led enterprise built for clarity, scale, and market impact.
India, 30 March, 2026: Toss the Coin Limited (TTC), a full-suite B2B marketing consulting agency, has secured the Best Brand Guidelines Design award at the Economic Times Awards for Design & Creativity 2026 for The ThoughtFocus Brand Identity System. The award recognizes TTC’s exceptional brand strategy and brand identity design in redefining how ThoughtFocus communicates its identity to the market, while strengthening its positioning as a future-ready, innovation-led organization built for global scale.
“This recognition is a testament that creativity does not differentiate between B2B and B2C. Winning this award amidst B2C stalwarts was a recognition of what we have always set out for. The ThoughtFocus identity was more than a visual exercise. It was about giving a world-class brand the language to express who they truly became,” said Reshma Budhia, CEO, Toss the Coin Limited.
About the ET Awards for Design & Creativity
The Economic Times Awards for Design & Creativity recognize excellence at the intersection of design, innovation, and impact. The platform honors work that goes beyond aesthetics, celebrating ideas that build stronger brands, create meaningful connections, and drive measurable business outcomes across industries.
This positions TTC among agencies redefining how design brings clarity, consistency, and impact to complex enterprise environments.
The Brief: Redefining ThoughtFocus as an AI-Led Innovation Partner
ThoughtFocus, a U.S. headquartered technology company with over 3,000 employees across five countries, approached Toss the Coin with a clear challenge: to evolve a brand identity aligned with the scale and direction of its global operations. Backed by H.I.G. Capital, ThoughtFocus operates with the agility of a boutique firm and the infrastructure of a global enterprise. To support its evolution, it established the ThoughtFocus AI Lab and a dedicated AI Czar Office, instrumental commitments that signaled a structural shift in how the organization was applying emerging technology across its operations.
As ThoughtFocus transformed from a traditional services provider into an AI-led innovation partner, its mandate expanded to serve complex industries such as banking, financial services, and manufacturing. This shift meant the brand identity and visual language needed to reflect the boldness of that transformation. It also had to build stronger resonance with customers, partners, and talent.
The brief to Toss the Coin was clear. It was to translate that maturity into a brand that could carry the weight of where ThoughtFocus was headed. The scope spanned brand strategy, competitive positioning, visual architecture, and messaging frameworks, with the visual identity system at its core.
The Creative Solution: Clarity by Design
Inspired by the idea of Clarity in Complexity, where clarity becomes the ultimate currency in a world of constant transformation, TTC built the identity around two powerful symbols:
- The Thought Bubble, representing curiosity and AI-led thinking
- The Focus Lens, embodying precision and smarter decision-making
Together, they bring to life ThoughtFocus’s core positioning: Fearless by Design. Innovative by Nature.
The result is a brand built not just to look different, but to think differently, consistent across global markets and instantly recognizable across touchpoints. More importantly, it enables ThoughtFocus to communicate with greater clarity, build stronger market recall, and create more consistent, high-impact interactions across customer and stakeholder touchpoints.
Echoing this, Nick Sharma, CEO, ThoughtFocus, said: “Toss the Coin brought together creativity, storytelling, and strategic clarity to build a brand that truly reflects who we are and where we are headed. The identity is not just distinctive it is future-ready, giving us the confidence to scale consistently across markets and engage more effectively with our customers and stakeholders.”
For ThoughtFocus, the recognition marks a step forward in establishing a brand that reflects its ambition, capability, and readiness to lead in an AI-driven future.
About ThoughtFocus
ThoughtFocus is a domain-led, engineering-driven technology and services partner that enables organizations to build and upgrade core applications and platforms, scale operations, and embed responsible AI. Headquartered in the United States and supported by a global team of 3,000+ experts across five countries, we combine deep industry knowledge with disciplined engineering execution to solve complex business challenges. The organization has a rich heritage of working with global leaders in capital markets, mortgage and lending, payments, banking, insurance, healthcare, higher education and manufacturing for over 22 years and is backed by leading PE investors like H.I.G. Capital.
Learn more: https://thoughtfocus.com/
About Toss the Coin Limited
Toss the Coin Limited is a growth-accelerating, full-suite B2B marketing consulting agency with over 13 years of experience and a team of 75+ creative problem solvers, serving 150+ referenceable customers. Operating at the intersection of AI-infused workflows, impactful storytelling, and visual communication, TTC helps businesses grow through marketing strategy that is creative, responsible, and sustainable. A proud woman-first organization, TTC is ISO 27001:2022 certified and listed on the BSE.
Learn more: www.tossthe.co.in
Media Contact:
Toss the Coin Ltd.
Saloni Peeti