Centre of Gravity

Centre of Gravity Centre of Gravity pioneered the idea of human-centred strategy more than 15 years ago. We do strategy consulting. We share our knowledge by training.

Today we are a world-class strategy consulting firm, a mad-tribe of deep-thinking strategists, community builders, storytellers and brand-designers. Our work, at its core, is to get a deep understanding of human lives, their motivations and what drives their behavior. We then use this understanding to help brands and businesses make powerful decisions that lead to success. These are our areas of expertise. This is what we offer as a service.

Throwback to a decade ago, and this one still hits home. đŸ’„Some ideas age, but the best ones stay timeless. This creative...
11/03/2025

Throwback to a decade ago, and this one still hits home. đŸ’„

Some ideas age, but the best ones stay timeless. This creative from nearly 10 years back still speaks with power, clarity, and impact—proof that great work lasts.

Proud of what we created then, and prouder still that it holds strong today. work

..
Agency: Ideas@work. Creative team: Zarvan Patel, Prashant Godbole Hemant Jain, Kartik Smetacek, Monoj Gorde, Roy Abraham and brilliant illustration by Pascal Campion and the man Vijay Chidambaram From Center of gravity .

At a functional level, homebuyers prioritized key factors in their decision-making: proximity to their birthplace; access to amenities, schools, malls, and hospitals; timely delivery; construction quality; and the builder’s reputation. However, a deeper insight revealed a more profound concern—children.
For most parents, providing the perfect childhood was paramount. In a space-constrained city like Mumbai, the lack of open areas was identified as a barrier to a child’s holistic development. Homebuying decisions began to revolve around the values and culture their children could absorb in a new community.
Rustomjee townships emerged as a solution to the concrete jungle, offering more than just apartments and amenities—they provided an environment where kids could truly enjoy their childhood.
As a result, Rustomjee became a perception leader in Mumbai’s real estate market, commanding a price premium for its properties. The ‘Childhoods Available’ campaign, recognized as the most awarded in its category for over five consecutive years, contributed to high conversion rates from walk-in customers—among the highest in the industry.

A workshop on ‘Metaphors as a way to understand brands’ and implications for Yamaha. With the middle and senior leaders ...
29/08/2024

A workshop on ‘Metaphors as a way to understand brands’ and implications for Yamaha. With the middle and senior leaders of Yamaha Motors from around the world. Done as part of the Global Executive Program for Yamaha Motors and in collaboration with Prof.Murali Chandrashekaran from Sauder School of Business / ICS Hitotsubashi - Tokyo.

As you travel down the coastal road between Copenhagen and Bellevue, it’s hard to miss this gas station, simply because ...
13/07/2024

As you travel down the coastal road between Copenhagen and Bellevue, it’s hard to miss this gas station, simply because it is like no other. Maybe because Arne Jacobsen believed that even something as mundane as a gas station can spark a moment of joy. Often it turns out that the memory of that moment is anything but fleeting. This is the Skovshoved petrol station.

The roof of the main building, clad in Meissen ceramic tiles extends itself outwards as an elliptical roof, a kind-of-canopy. This canopy, supported by a single column, gives the station its mushroom-like appearance – hence its nicknames ‘paddehatten’, ‘toadstool’ etc.

A simple beautiful functional clock which is now an icon of Danish design keeps watch and time.

It is a Class A listed historic monument, that is still operational, where people come and fill gas. And if all of this wasn’t already appetising enough, the building houses an Ice cream parlour called Oliver’s Garage. Organic ice creams obviously.

An hour later, I am heading back towards Copenhagen. It is then that I start to feel a ‘wow - how cool’ kind of thing within me.

Brands as cultural artefacts...A 2 hour journey into the soul of luxury and bridge-to-luxury brands in bespoke fashion, ...
20/06/2024

Brands as cultural artefacts...

A 2 hour journey into the soul of luxury and bridge-to-luxury brands in bespoke fashion, lifestyle and crafts.

The stories of piccadil makers & cutters, the levees of French monarchs and the world’s first dandy and its impact on bespoke men’s fashion brands.

The stories of Japanese culture dating back to the 15th century and its impact on simplicity in design, in objects such as the tatami flooring, the fusumas, the dojinsais and in the modern day cultural artefacts that we know as brands.

The stories of tribes and nomads, their ways of life that we find in textiles, the various motifs, dyeing, embroidery while posing questions on what luxury really means


All of this with the help of a few props, images and even crooning out the odd tribal song to hundred odd audience of design, retail, merchandising and marketing professionals.

Strait to SchoolAnother cold and overcast start to the day as we reach Nordhavn on the 14th morning . This is the place ...
16/06/2024

Strait to School

Another cold and overcast start to the day as we reach Nordhavn on the 14th morning . This is the place where the ‘3 days of design’ was born 11 years ago. This used to be a harbour and an industrial port in the past, but is now starting to metamorphose into a creative hub.

A design writer and his son are our guides for the design walk. We gather at Cobe’s Studio and set out on our walk. Just across the pier is this gigantic 25000 sq.mt. building that looks like a 5-6 storey oil tanker, in shades of blue, nestled between two other blues, the sky above and the blue waters of a strait -the Oresund.

This building is the Copenhagen International School. Right at the top is the playground and a greenhouse. 12000 odd solar panels power a large part of the school’s energy requirements.. If you look closely, the panels are angled in such a way that it feels like sequins. Maybe to maximise the capture.

At some point, the kids start to spill out of their classrooms ostensibly for a break. Their happy ruckus reaches us on the other side. The writer looks longingly at them wishing he could be a kid at this school all over again. Some of us feel the same. The sky is less overcast as we head out to the next destination.

Swansong A 85 year old building on the Knippelsbro bridge. Called the Kulturtarnet ( the cultural tower ), this is quai...
16/06/2024

Swansong

A 85 year old building on the Knippelsbro bridge. Called the Kulturtarnet ( the cultural tower ), this is quaint bridge tower is in effect a spiral staircase with a wall wrapped around it, coated in copper and painted teal blue. It is snug inside, so snug it can accommodate no more than 6-7 people. You could spiral yourself up to the deck to see the harbour, sip a coffee or have an intimate wedding with 4 guests and a priest, host a talk or a concert or display one of your exhibits as part of the ‘3days of design’ This is an institution of culture and 14th of June was its last day in the sun, as it gives up on being one, after years of legal battles with the owner- The Copenhagen Municipality. Was quite cool to stumble upon it and be a part of its swan song, as we were hurrying to take shelter from the cold and wet weather outside. The Kulturtarnet was host to Anker Bak for the 3 days of design festival. As we walked around his exhibits, they felt truly worthy of a swan song but that’s the story for another day.

3 days For a design festival that is just over 10 years old, ‘3 days of design’ seems both poised and self-assured. Ther...
15/06/2024

3 days

For a design festival that is just over 10 years old, ‘3 days of design’ seems both poised and self-assured. There seems to be little need to show its virility by some rodomontade on the number of exhibitors and visitors, the growth, the bevy of master designers and so on.

Instead, It quietly goes about its business of engaging you in the world of design with what can only be called discreet charm. The city is the stage for this theatre of engagement. You could find exhibits in the lower deck or the hold of a boat or in a public square. You may stumble upon one in a copper-clad culture-tower on a bridge or inside a bustling luxury mall. All you need is to look out for a coloured balloon waving to you.

There are design walks across key design districts conducted by design journalists, students, interior designers and even ‘non-designers’ who are just passionate about design. There are workshops, panel discussions and talks. This is a show without showmanship, exhibits without exhibitionism.

It is 3 days well spent. Hopefully it does not grow up to become a trade fair as many others have, the kind of places where you get lost in and not lose yourself in. This is the ‘3 days of design’.

A rainy day in Florence. And no cars available to take a detour to the Tuscany countryside. So we let the day take us to...
30/04/2024

A rainy day in Florence. And no cars available to take a detour to the Tuscany countryside. So we let the day take us to serendipitous discoveries. And chanced upon a train museum. The HZERO. 

And it became one of the highlights of the visit. A labor of love. Beyond the sheer scale of the landscape and the complexities of the installation, what struck us was the love and passion that went into every little detail. It took a massive team five years to build it. 

When the trains brake for signals and stations, there are sparks that mimic real braking. The sounds of a diesel engine starting up are exact reproductions of hearing a diesel locomotive in real life. As the day changes to night, the train lights come on and the scenario is entirely different. 

You could spend all day and discover even more minutiae in each area. Where grownups become kids and kids grow up. 

Every morning by 10.30 am people start to mill outside via Cesare Sersale 1 in Napoli. While the crowd comprises mostly ...
29/04/2024

Every morning by 10.30 am people start to mill outside via Cesare Sersale 1 in Napoli. While the crowd comprises mostly tourists, you could find some locals as well. This is one of the oldest pizzerias in the world - the original ‘Lantica Pizzeria – Da Michele’ established
in 1870. Outside,  a non-descript menu board shows the many options – 4 in all.
1.Margherita
2.Marinara
3.Cosacca
4.Marita (a procreation of 1 & 2). That’s it. So simple, it
insidiously whets your appetite even before you settle down at a table of their choice.

This philosophy is written out like a commandment on one of the walls. It reads

With wealth comes demands
 “I want a pizza with clams, filled with mushrooms and mussels, with shrimp and oysters from the sea and this city. In the center,
I want a soft-boiled egg and with liqueur stock poured over it. When this order is heard, it irritates - these pizzas are a mess, aren’t they. Here, one respects
the rules by making the real pizza that was born in Naples almost a hundred years ago. This ancient recipe is called Margherita; when it is made with skill,
it becomes a king. Therefore, don't look for these complicated pizzas that harm the stomach and give you a stomach-ache.”

It is likely that most of us would connect to this deeply, for we recognize in us the urge to batter someone with a dosa when it goes by the name ‘schezwan dosa’ or some such thing.

This is a philosophy that is rare to come by in today's times when the norm is to satiate and kill someone’s hunger through an endless array of choices.
Something that even this OG Pizzeria seems to have surrendered to, in its other outlets in cities both in Italy and around the world.


Swan Chair by Arne Jacobsen next to a large wall-to-wall poster of Freddie Hubbard, an American Jazz Trumpeter at The H...
21/06/2023

Swan Chair by Arne Jacobsen next to a large wall-to-wall poster of Freddie Hubbard, an American Jazz Trumpeter at The Huxley. The Swan was one among the many iconic designs of Arne Jacobsen. Arne's foray into architecture was due to his father's insistence. Years later when Jacobsen was awarded a medal at the International Exhibition in Paris, and he was referred to as an artiste in the event, his father commented “This must be a mistake, my boy- you’re no artist and you are too fat to be a trapeze artist.

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