We explore brand creative processes and the importance of cultural connections with Balwant Ahira, founder of Studio Ahira. Balwant is a creative brand director with a special expertise in fashion, lifestyle and beauty. Early in his career, he worked with leading editors, artists, photographers, writers and fashion editors, at renowned national newspapers and magazines. He helped shape the identity of titles such as Time Out, Arena, Elle Decoration, The Observer Magazine, Nova, and The Guardian Weekend. Later on, as a creative brand director, he worked alongside CEOs, CMOs and founders of iconic global brands including José Neves of Farfetch, Natalie Massenet of Net-a-Porter, Nick Robertson of ASOS, Dick Hayne of Urban Outfitters and leading entrepreneur Marcia Kilgore. He synthesized the DNA of their brands and brought them to life, with culturally relevant yet challenging concepts that grew and matured their businesses.