A CEPT alumnus—Niraj Shah blended design with multiple domains. This catered numerous introduction on his name. He co-founded Ido with his wife and partner—Minali. Over two decades, the designer mind, Niraj, mastered the art of merging aesthetics with purpose. The duo with a strong passion and understanding for designs began their journey of design firm in the early 2000s.
Over the years, their creative partnership evolved from interior design to graphic art, branding, and even film art direction. All these created a unique synergy that defines their work today. Niraj transformed ideas into identities that resonate on a deeper level. He stayed true to his belief that design is about more than just “looking good”—it’s about feeling right.
Niraj Shah’s career is spans over designing and is driven by the desire to create meaningful, impactful that connects on a personal level. According to him, it’s about creating something that lasts, something that speaks to both the client and the audience. Thereby, his work is a reflection of his belief that true design doesn’t just appeal to the eye—it resonates with the heart.
The Birth of Ido
As CEPT University alumni, Niraj and Minali began their journey in interior design. And soon ventured into graphic design. Reflecting on their early struggles, Niraj recounted that they used to draw it with hands and try coral draw also. Later get colour options for clients using postal colours on cartilage papers. So in a way, it wasn’t just manual labour. It was the ethos of rationalizing design that set them apart. Moreover, the philosophy behind the name Ido encapsulates a deep thought process. Ido is originally an auxiliary universal language symbolizing design as a medium of global connection.
Breaking Barriers with Multi-Disciplinary Expertise
Niraj’s narrative isn’t limited to logos or interiors. His holistic approach to design led to collaborations with the Gujarati film industry. Movies like Bey Yaar, Chhello Divas, and Lakiro showcased his ability to weave stories visually. He blended art direction with branding. For films he mentioned that they’d got better understanding about space and light to create a unique synergy. However, Niraj’s adaptability didn’t end there. He recently in 2024 launched a furniture line focusing on metal-based designs, ensuring each product echoed Ido’s design ethos. Whether branding a real estate project or curating restaurant atmospheres, every project was backed by a philosophy. The philosophy was simple yet meaningful of designing for the human experience.
Design with Integrity
For Niraj, design isn’t about pleasing clients superficially. He started applying rationality to designs and challenged the common narrative of client satisfaction. A thumb rule was made for each and every client to visit Ido for logo presentation to finalise the designs. And would boldly ask for project’s demand when statements like ‘majja na aavi’ turned on! His idea was clear that if a project doesn’t meet his standards, it’s reworked. Even at the risk of losing time. Niraj emphasized upon the importance of staying true to the brand’s identity over shortcuts. And to go by basic principles and ethics for each approach. Despite their success, Niraj remains grounded. Till date, Niraj remains focused on quality over quantity in terms of expansion.
Ido’s team culture is as unique as its design philosophy. Niraj credits Minali for instilling discipline and work-life balance. They don’t use the word employee instead addresses as team or colleague. With a compact team of 22, the studio thrives on collaboration. The freedom and responsibility co-exist with zero politics.
Beyond Design: The Power of Sharing Knowledge
Niraj believes in democratizing knowledge. Workshops and mentoring sessions are integral to his philosophy of giving back. He lives by “Share what you know”. By interacting with clients and students, Niraj finds inspiration even in everyday conversations with chaiwalas and rickshaw drivers. According to Niraj, every conversation, every experience is a lesson. He symbolised humans as libraries highlighting that sharing creates ripples of energy in the universe.
Conclusion
For Niraj Shah, design is not just a career but a lifelong quest for excellence. From rejecting digital marketing strategies to sticking to ethical practices, his vision is clear. He wants to constantly evolve, learn, and serve the best to his clients. Ido continues to innovate. And Niraj’s story reminds us that being true to one’s craft, culture, and conscience is the ultimate hallmark of an entrepreneur.
