Carving out a niche for functional stationery: This is XI’s story of mainstreaming minimalism 

Industry: Stationery || Services – Website, Social Media, SEO, Stall Design & Fabrication, Performance Marketing, PR, Marketplace Management.

XI is a concept stationery brand based in Bombay that aims to make planning and organisation simple, classy, and effective. Their purposeful products are designed for optimal usability. Every product serves a distinct function, ensuring an efficient and enjoyable stationery experience.

Social Media

We partnered with XI with a singular goal in mind- to bring forward the story and impact of their extraordinary products in all their glory. 

We constructed a distinguished social media presence for the brand with:

  • Strategic utilisation of striking visuals 
  • Engaging content formats  
  • A classy, minimalistic, aesthetic, and sophisticated visual tonality to do justice to the brand persona. 

With genuine product representation, trendy video content, and lucrative offers, we built a community of staunch stationery lovers with XI at the center of this movement. 

XI offers a range of elegant and functional stationery. Whether you’re a student, artist, or professional, their products are designed to elevate your writing experience. Through social media, we made it a point to communicate:

  • How each item is thoughtfully designed to elevate the act of writing and note-taking
  • The in-depth creative conceptualisation of the products
  • Valuable insights, tips, and inspiration to our followers

By crafting content that serves, educates, and resonates with the stationery-loving community, we were able to boost the brand’s online presence.

Performance Marketing

In the fast-paced world of digital marketing, our vision for XI goes beyond captivating visuals and compelling content. We’re dedicated to optimizing their performance marketing strategy, aiming for outstanding results. 

Our focus? 

Achieving exceptional Return on Ad Spend (ROAS), and our efforts have yielded remarkable outcomes. In the past five months, we’ve worked tirelessly to maximize ROAS, and the results speak volumes.

From an initial ROAS of 1.35x, we’ve achieved a spectacular ROAS of 4.7x in a span of 4 months.
This has been possible through: 

  • Data-driven insights
  • Audience segmentation
  • Strategic ad placements
  • Regular monitoring as well as a rebalancing of our media plan

We succeeded in showing the right ads to the right audience, ensuring that the money invested in performance marketing yielded substantial returns.

Stall Design & Fabrication

In addition to our digital marketing expertise, we’ve helped XI expand into physical exhibitions by supporting the brand’s entire branding requirement for 2 remarkable showcases. While crafting their exhibition stalls, we focused on blending innovation and aesthetics to best represent XI’s ethos and create a captivating experience for whoever enters the stall.

We believe that an exhibition stall can narrate an entire brand’s story. Thus, through collaborative brainstorming, we designed stalls that reflect XI’s brand identity and elevate their products. From elegant, minimalist designs to bold, attention-grabbing concepts, each stall highlighted our commitment to helping XI stand out.

Public Relations

We enabled widespread print amplification for the brand by collaborating on carefully selected PR features. Publications like Midday were chosen so that the brand can speak to a relevant and engaged audience that resonates with their message.


When a new brand enters the market, customers are hesitant to shop from their website because they are unsure of returns and exchange policies. To get people to try XI’s products, we needed to get them on marketplaces like Amazon, Flipkart, etc. This was done to ensure that their products were being bought without customers thinking whether or not they’re trustworthy.

When they bought the products from these marketplaces and started liking the products, they also started trusting the brand and gradually started shopping from their website directly.