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Steta Publishers was a writing and brand language consultancy that ran from 2012 to 2016. We are no longer available for projects. Our founders now work here and here. 

Gosil Exports: Telling a tale of gems

7/10/2015

 
​A Jaipur-based gems and jewelry exporter with a market across Europe, America, and Far East Asia, was recently entering a new market — China. Despite the experience of an international team of designers, they had a problem at the point of sale.
 
Salespeople were not adequately informed about the qualities and specialty of each gem. It was crucial that they be able to talk about their gems not just in a convincing manner but also with a certain regard and passion for each gem.
 
The company approached us to create two kinds of written content for six gems. The first is a longer version, intended for salespersons. This piece of writing tells the story of the gem including its history, folklore, scientific facts, color, value, cultural significance, and auction price. We balanced facts with contemporary tidbits to create a piece of writing that was interesting and easy to absorb, while bringing out the unique nature of each gem. A salesperson could use this document when talking to a customer, sharing information depending on the customer’s interest.
 
The second is the much shorter brand story, unique to each gem. This is to be used on the packaging and was something customers would take home with them, literarily and metaphorically. The brand story struck an emotional chord with the customer such that she felt she owned something special.
 
Client: Gosil Exports Pvt Ltd
Role: Research, Creative writing, Verbal strategy, Copywriting, Brand story
Duration: August — October 2015

Deneebo: Tech talk made simple

22/8/2015

 
Deneebo is a cloud-based platform that connects your business model to data, devices, and people. One of the pioneers of the Internet of Things in India, Deneebo enables any business manage their business better by using data and analytics.

Deneebo needed a website that explained what they did in an easy manner. We had to translate an abstract technological concept into a real-time service and show its advantages. The content on the website was crucial for the company to appear more human and increase subscribers.

First up, we collaborated with the founders to reorganize the website architecture, simplifying it and making it more user-friendly. We brought to light the key benefits Deneebo offers to different client profiles, and we designed content that spoke directly to each of them.

Any information, when told well, becomes a story and that’s what speaks to people. We also did some interesting write-ups about the people who make up Team Deneebo to show that they are indeed human.

Client: Deneebo Pvt Ltd 
Design: Deneebo Pvt Ltd 
Role: Research, Verbal Strategy, Website Content, SEO
Duration: March — May 2015 

Bansuri Foundation: Writing for CSR

21/8/2015

 
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Images courtesy Bansuri Foundation
Alicon Group, a global consortium of engineering and design companies has engaged in CSR activities through the Bansuri Foundation since 2010. The Bansuri Foundation has worked with various NGOs in the sectors of healthcare, education, women’s empowerment, livelihoods and the environment.

Bansuri approached us to work on the content for these projects. Their requirement was that the web content should enlighten a reader regarding what they do, encourage CEOs to support the foundation, and enable NGOs approach them.

With the team, we developed a structure that would showcase any project irrespective of its scale or sector. At the same time it had to explain Bansuri’s unique contribution in each. We also had to showcase the social work programs that Bansuri develops in-house. Bansuri works closely with other NGOs, and the challenge was to clearly convey Bansuri’s role and support in an understated manner.

Client: Bansuri Foundation
Design: Bansuri Foundation
Role: Research, Verbal Strategy, Website Content
Duration: April 2015 onwards

MRS Hospitality: The new Rajputana

21/8/2015

 
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Image courtesy Suryagarh
MRS Hospitality owns and runs a chain of top league boutique hotels across various cities in Rajasthan, India. In a state already saturated with luxury hotels and tourism, this group wanted to stand out from the crowd. Their existing website content had plenty of old-world charm, but needed reorganising and simplifying.

Each of their hotels has a unique USP, and we convey that, rather than the clichés that are used to sell Rajasthan. Their hotels are worlds within themselves, modern yet drawing on the rich local culture. The content lets a guest experience this world, even before setting foot in it. As we’re writing for Suryagarh — their hotel near Jaisalmer — the content is evolving its own personality, which is sophisticated, yet warm. We ensure that the website, menus or letters to guests, are in sync.

Client: MRS Hotels
Design: MRS Hotels
Role: Research, Verbal Strategy and Branding, Website Content, Copywriting, Content Writing
Duration: June 2015 onwards

Nothing Lasts: Proofreading fiction 

13/2/2015

 
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Nothing Lasts is the first fiction novel of Brian Hughes, a quirky young author. Brian had decided to self-publish his book through Amazon, and approached Steta for editing and proofreading.

The book underwent several rounds of stringent proofreading. With the author, we collaboratively decided we would stick with the UK style of English. This meant a nerve-wracking scanning of all commas, numbers, spellings and quotation marks. We shared our feedback on the story and style with the author, as he had requested. We approached a graphic designer to design the book cover, which had to reflect the spirit and tone of the book.

Helping a new author get published proved truly satisfying! You can buy Nothing Lasts here. 

Client: Brian Hughes
Cover Design: Mr. Serif
Role: Proofreading
Duration: September 2014 — January 2015

Himmat Shah: Writing for art

21/9/2014

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Himmat Shah
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Himmat Shah is a renowned artist who lives in Jaipur, India. At 82, he has a formidable body of work that is as much path-breaking as it is fascinating. We had to write the content for his book on high relief. This book covers the history and process behind three high relief walls that Himmat created in St Xavier's Primary School, Ahmedabad, in the late 1960s. 

After meeting Himmat and the designers, numerous interviews, and over 10,000 words, we had a story that we hoped did justice to the person, his art, and his unique philosophy. Through these walls we gain insights about Himmat and his journey in Modern Art. We haven't looked at words, walls, and the world in the same way since!

You can read more about interviewing Himmat, crafting the strategy and the writing process. 

Client: Himmat Shah 
Design: Open Space Books LLP
Collaborators: Sanjeev Bothra, Dhananjei Singh
Role: Research, Verbal strategy, Content writing
Duration: July 2013 — February 2014
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The Baker's Dozen: Bread that speaks

6/6/2014

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The brand story at the store
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The paper bag
Baker's Dozen requested interesting copy for their paper bags. The copy had to appeal to health-conscious folk, focus on the high quality of bread, and send the message that their bread-making was an art. 

We turned their bread into the brand. Our heart-warming copy turned out so well, it was used as part of environment graphics in the store, and as a digital poster on social networking platforms.

Client: Mimansa Industries
Role: Brand story, Verbal strategy, Copywriting
Duration: November 2012 — January 2013
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Amoda: Words that sell

21/5/2014

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Pages from the brochure
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Pages from the brochure
A real estate developer wants to invite close friends to a dreamy, luxury villa project in the countryside. Hiccup? The project hasn't been built yet. How to give a warm, personal touch and at the same time get people to invest in the property?

People love to hear a good story, not be sold recycled facts. Words can help people travel to a place they've never been to before. We thought of the brochure as a story that lets people escape, relax, dream, and... invest.

Client: Ideaspice
Role: Verbal strategy, Copywriting 
Duration: September 2012 — November 2012
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Irish Village: A wee bit of olde Ireland 

27/3/2014

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Irish Village Pub Entrance
The brand story at the entrance to the pub
A pub in Pune wanted its customers to feel they were back on olde Ireland. What better than an Irish folktale that happily ends with unlimited beer? An endless supply of freshly brewed beer served by a leprechaun, no less! 

We brewed the folktale in old English, added some modern appeal, and served it with a jolly pint of humor.

Client: The Irish Pub
Role: Brand story, Copywriting
Duration: October 2012
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Neptune: Same address, new home

29/5/2013

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Slides from the client presentation
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Slides from the client presentation
An existing apartment complex in a plush Mumbai neighbourhood had to be redeveloped. Various construction companies were trying to woo the residents with their presentations. How did we ensure that our client got the project?

We sent just one message to the residents — that they could have a brand new lifestyle at the same address in a short span of time. Our inputs on the presentation helped our client convince the residents and clinch the project.  

Client: Ideaspice
Role: Verbal strategy, Copywriting
Duration: September 2012 — November 2012
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ZLemma: Jobs made easy

14/5/2012

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How to convince budding professionals that ZLemma’s service could catapult them to the best jobs on Wall Street and in Silicon Valley? 

Initially (2012 -13), we had two tasks. 

Write the content for ZLemma’s website*. We explained the power and intelligence of ZLemma’s service crisply, did some interesting write-ups on the people who came together to form ZLemma, and wrote a well-thought out FAQ section.  *Content has since changed.

Review the product for language. We checked the language on the user interface including section headings, instruction text, check box options, labels, and error messages. We also gave detailed feedback on presentation of onscreen elements and ease of use of the product. 

More recently, we delivered a User Guide for ZSort — ZLemma’s browser extension that accelerates candidate sourcing on LinkedIn. The user guide provides details about installing the product and tips to use the product effectively. The user guide is being used widely amongst ZLemma’s client base and has saved the time and effort of the top executives who no longer need to spend as much time hand-holding their clients.  

We provided a one-page infographic on the basic aspects of ZSort — what it is, how it works, and how to use it. ZLemma’s clients use these infographics as a quick reference point and find it handy and useful.

Client: ZLemma Inc
Role: User guide, Verbal strategy, Copywriting, Usability testing, Language review of product interface, Infographics
Duration: October 2012 — September 2014

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    Featured

    All
    Amoda
    Bansuri Foundation
    Deneebo
    Gosil Exports
    Himmat
    Irish Village
    MRS Hospitality
    Neptune
    Nothing Lasts
    The Baker's Dozen
    ZLemma

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