Social media ads

Wipro Seating Solutions

The newly launched Dyān collection of sculptural, meditation-inspired seating designed for focus, balance, and well-being.

The collection bridges traditional Indian design philosophy with contemporary ergonomics. Developed over an eighteen-month collaboration, Dyān transforms workspaces into mindful habitats for focused contribution and sensory refuge.

Client: Wipro Seating Solutions
Role: Senior Graphic Designer
Deliverables: Campaign Visuals, Social Media
Software: Photoshop, Ai

The story of Dyān — the collection's chairs in a warm studio setting.

eka. — a single-seat chair against a mountain window.

Designing a Sense of Calm

My work for Wipro Seating Solutions spans multiple collections and communication pieces, with the launch of the Dyān Collection being one of the key projects I worked on.

Rooted in the idea of aligning body and mind, Dyān is designed around human-centricity, refined aesthetics and intelligent ergonomics. Taking inspiration from this philosophy, I wanted the visual communication surrounding the collection to evoke the same feeling as the furniture itself, calm, balanced and intentional.

Rather than creating overly busy compositions, I conceptualized the designs around a sense of visual stillness. Soft environments, restrained layouts, thoughtful use of space and subtle lighting allowed the chairs and their sculptural forms to become the focal point. The intention was to create imagery that almost feels like a pause, communicating comfort and mindfulness before the product is even experienced physically.

erth. — a low sculptural chair in a glass-walled room.

mudra — a curved lounge chair beside a window.

matsya — a rounded green seat in a sunlit room.

Too many ways to sit? — a grid of task chairs.

If Dyān belongs anywhere, it’s wherever people are being human — a reader in a green chair by a city window.

For the home, where you make space for well-being — a reader on a wooden chair beside a marble wall.

For the office, where ideas take shape — a reader on a purple sculptural chair in a studio.

Every element was considered to reinforce the larger philosophy behind Dyān: furniture that doesn't simply occupy a space, but contributes to how that space feels.

Beyond Dyān, I have also created designs for other Wipro Seating Solutions collections, adapting the visual language to different products and communication requirements while maintaining the brand's emphasis on thoughtful, human-centred design.

Social media ads

Youlry

A luxury 18K pure gold jewellery brand known for bold, cinematic product storytelling and high-fashion editorial visuals.

My work for Youlry focused on building a distinctive and cohesive visual language across social media. Through concept-led storytelling, clean executions and art direction, I explored playful yet premium ways to showcase 18K gold jewellery, creating a visual world that feels bold, contemporary and unmistakably Youlry.

Client: Youlry
Role: Senior Graphic Designer & Art Direction
Deliverables: Social Media Ads
Software: Photoshop, Ai

Gold jewellery arranged across a surreal moonlit beach and rock arch.

The Youlry name spelled out in Scrabble tiles, draped with gold chains.

Making Gold Feel Different

My work with Youlry, an 18K pure gold jewellery brand, extended across social media design, campaign concepts and art direction for shoots. The objective was to move beyond creating beautiful individual posts and begin building a more cohesive and recognisable visual language for the brand.

Youlry’s jewellery is contemporary, expressive and often playful, and I wanted its communication to carry that same personality. I approached each design with a concept-first mindset, finding unexpected ways to place jewellery at the centre of a story — from fashion and pop-culture references to games, surreal environments and larger-than-life interpretations of the pieces themselves.

A ring staged beside a chess queen on a dark board.

Gold bangles on a sunset beach, scaled up against the surf.

A ring set into a fairytale castle landscape.

A hand holding The Devil Wears Prada, wearing gold rings.

Larger Than Life

The Larger Than Life series was designed to make the jewellery impossible to ignore. By exaggerating the scale of each piece and turning it into part of the model’s environment, I created surreal, playful compositions that visually bring the line “I’d get distracted by the jewellery too” to life.

The oversized forms shift the jewellery from an accessory into the hero of the frame, while the rich burgundy palette, dramatic proportions and clean execution retain the premium feel of 18K gold. The result is a campaign that feels bold, playful and unexpected, while staying rooted in Youlry’s contemporary visual language

A gold ring staged with dice against a deep red backdrop.

While the concepts could be playful, the execution always needed to feel premium. Rich tones, considered compositions, dramatic lighting and clean layouts helped create a balance between imagination and sophistication, allowing the 18K gold jewellery to remain the hero of every visual.

A key part of my approach was also creating a stronger rhythm across Youlry’s social presence. Rather than every creative existing in isolation, I worked towards a visual world that could evolve from campaign to campaign while still feeling distinctly Youlry.

Happy Friendship Day campaign — friends toasting, wearing gold.

Vacation plans campaign — gold jewellery packed for a trip.

FOR CONCLUSIONS

Beyond digital design, being involved in art direction for shoots allowed me to carry this thinking into photography as well, considering styling, composition, mood and how each image would ultimately live within the brand’s larger visual ecosystem.

The result was a body of work that aimed to make fine jewellery feel less conventional and more editorial, imaginative and culturally relevant, without losing the sense of refinement that comes with 18K gold.

Editorial design

Wewe Uzuri

A self-initiated editorial project exploring wildlife, conservation and indigenous communities across Africa, bringing together powerful photography and thoughtful storytelling to celebrate the relationship between people, wildlife and the natural world.

Born from my personal love for wildlife, WEWE UZURI became an opportunity to experiment with editorial design without the boundaries of a client brief. I explored typography, colour, pacing and image-led layouts to give each story its own mood, while creating a cohesive visual journey across the publication.

Client: Passion Project
Role: Editorial Design & Layout
Deliverables: Print Magazine, Mockups
Software: InDesign, Photoshop, Illustrator

The WEWE UZURI cover — elephants under acacia trees — resting on an open black-and-white spread.

Spread: The Lion Whisperer, a keeper among lions on warm tan pages.

Where Curiosity Became a Publication

Born from my love for wildlife, nature and the stories that exist within it, this editorial project began without a client or a brief, simply as an opportunity to explore what would happen if I translated a subject I deeply enjoy into a complete visual publication.

I designed the magazine as an exercise in editorial storytelling, exploring how photography, typography, colour and negative space could work together to create rhythm from one spread to the next. Rather than following a rigid visual template, I allowed the subject of each story to influence its design, moving between immersive full-bleed imagery, quieter text-led pages and more expressive compositions.

Spread: two figures standing among forest trees, deep green pages.

Spread: a keeper face to face with a lion, gold-toned pages.

Spread: elephants photographed in black and white.

Spread: a lion roaring, black and white across both pages.

Spread: a text-led feature on deep green pages with forest photographs.

Spread: a full-bleed photograph of a figure walking through misty forest.

Spread: The Tribes of South Africa opener, forest green with a standing figure.

For the Tribes of Africa feature, I wanted the documentary photography to remain at the heart of the story. Large, immersive images are balanced with quieter text-led compositions, allowing the layouts to feel informative without taking away from the people, environments and narratives being documented.

The visual language shifts with the tone of each story, moving from black and muted gold to deep forest greens and earthy tones drawn from the landscapes themselves. Rather than forcing every spread into the same structure, I allowed the layouts, typography and colour palette to adapt with the content, creating a more immersive and sensitive editorial journey through the stories of the BaAka and Baka peoples.

Printed mockup, the magazine open on a pale surface.

Printed mockup showing a rocky landscape spread.

Wide mockup of the Dean Schneider spread, olive and gold.

Printed mockup of the Leo spread, a lion at a waterhole on olive pages.

More than anything, this project gave me the freedom to experiment with pace and visual hierarchy — knowing when a photograph should command an entire spread and when the design should pull back to let the story speak.

It became a meeting point between two things I love: design and the natural world, and an exploration of how thoughtful editorial design can turn information into something that feels immersive, emotive and worth slowing down for.

Social Media & Brand Content

Thesis & Stasis

A digital brand and content design for Thesis & Stasis, a premium wellness supplement brand focused on cognitive clarity, ADHD support, mood balance, and restful sleep, based in New York.

My work across Thesis & Stasis involved translating wellness and product education into clear, engaging digital experiences. From social storytelling to conversion-led emailers, I explored how strong visual hierarchy, product photography and approachable design could make complex information feel simple and intuitive.

Client: Thesis & Stasis
Role: Social Media and Emailer Designs
Deliverables: Instagram, Facebook, Emails
Software: Figma, Photoshop

Stasis benefits ad — the day and night bottles with a 50% off offer.

A Stasis post styled as a social card, listing the daytime and nighttime benefits.

Wellness, Made Visual

My work with New York–based wellness brands Thesis & Stasis spanned social media content, email marketing and digital campaign assets, translating complex product benefits into communication that felt clear, approachable and visually engaging.

For Stasis, I worked across educational, promotional and product-led content — from explaining daytime and nighttime benefits to communicating topics around focus, stress and everyday wellness. The challenge was to make information-heavy content feel accessible without losing the brand’s clean, contemporary identity. I experimented with product photography, lifestyle imagery, typography and platform-inspired formats to create a social presence that felt informative but never overly clinical.

A Stasis post styled as a Twitter card, listing the daytime and nighttime benefits beside the product.

Social post explaining the Sage ingredient — how it aids memory, focus and calm.

Social post on ADHD and time blindness, over a blurred portrait.

Social post restating the time blindness message in a text-led layout.

Story format: a testimonial quote over a hand holding the bottle.

Story format: a 50% off promotion over lifestyle photography.

Stasis Emailers

Stasis

For Stasis, I designed emailers that brought together product education, ingredient storytelling, testimonials and promotional communication within a warm, approachable visual system. The layouts were structured to simplify information, build trust and guide the reader naturally towards action while maintaining a consistent brand experience.

Format: Email / Newsletter

Stasis emailer: Meet some Stasis Skeptics — customer reviews and ratings.

Stasis emailer: Here’s A Gift for You — an abandoned-cart reminder with a discount code.

Stasis emailer: Our Mission For A Better Stimulant Experience — the founder’s story.

Stasis emailer: a welcome offer of 10% off a first order.

Stasis emailer: the benefits of Stasis over time, with testimonials and ingredients.

Thesis Emailers

Thesis

For Thesis, I created emailers around the brand’s personalized nootropic journey, from starter kits and refills to product education and retention communication. Clear hierarchy, modular layouts and the brand’s distinctive colour system helped turn information-heavy content into emails that felt easy to navigate, engaging and conversion-focused.

Format: Email / Newsletter

Thesis emailer: Your Refill Is Being Processed, offering other blends to try.

Thesis emailer: Your Starter Kit Is Ready, following the personalization quiz.

Thesis emailer: a refill confirmation inviting the reader to test other blends.

Thesis emailer: a refill confirmation with ingredient notes and shipment options.

Working across both brands taught me how to design within an established identity while adapting that language across different audiences, objectives and digital touchpoints — creating work that could educate, build trust and drive action without sacrificing the visual experience.

Branding & Identity Redesign

Tata Consultancy Services

A visual identity exploration for TCS, created to bring a more contemporary, dynamic and expressive layer to an established global brand.

The approach began with a simple idea: looking within the existing TCS identity for a visual element that could be expanded into an entire design system. The curves within the TCS logo became the starting point, evolving into fluid lines, forms and patterns that could move freely across different compositions.

Paired with bold gradients, vibrant colour and generous white space, the system was designed to feel modern and distinctive without losing the clarity and professionalism of the brand. Most importantly, it was built to be flexible, adapting seamlessly across print, stationery, editorial layouts and digital applications.

Client: Tata Consultancy Services (TCS)
Role: Lead Brand Designer
Deliverables: Brand Identity, Print Collateral, Digital Assets
Software: Photoshop

A printed A4 letter leaning against a white wall in sunlight, carrying the orange and blue TCS gradient mark.

Letterheads laid across wooden boards beside a woven mat, each showing the flowing gradient mark.

The Flow of Intelligence

The visual language is built around movement and continuity. Inspired by the curves of the TCS logo, flowing lines become a recurring graphic device, bending, intersecting and travelling through compositions to create a sense of progress.

A palette of vivid blues, warm oranges and soft gradients adds depth and energy, while clean typography and restrained layouts keep the system grounded. Together, these elements create an identity that feels technological yet human, structured yet constantly in motion.

An open brochure spread: two hands almost touching on a burnt-orange page, facing a page of colour blocks and portraits.

A4 letterheads arranged on wooden blocks against a woven backdrop. — A4 Letter, Corporate Redesign

A canvas tote bag carrying the blue and orange gradient mark, under leaf shadows. — Eco-Friendly Canvas Tote Bag

Extending the Aesthetic to Physical Objects

The identity was designed as a system rather than a single visual treatment, allowing the same core elements to adapt across a wide range of physical applications.

From letterheads and business cards to merchandise and corporate stationery, the fluid lines and gradients shift in scale and composition while remaining instantly connected. This flexibility allows each touchpoint to feel unique while still belonging to one cohesive visual world.

Business cards scattered across soft grey fabric, showing both sides of the design.

A single business card standing on grey fabric, its circular mark edged in rainbow gradient.

A business card lying flat on grey fabric, showing the circular gradient mark.

Corporate Card Mockup Variations

Business card explorations translate the new visual system into a smaller, more functional format. Minimal typography and generous negative space keep information clear, while cropped gradients and flowing forms introduce personality without overpowering the content.

The full stationery set — letterheads and cards — arranged on wooden blocks on a pale surface.

A folded blue leaflet standing open on a grey surface, its gradient panels accented in orange.

The Redesign Monograph

The result demonstrates how the system can scale from subtle corporate communication to more expressive editorial compositions, without losing its underlying visual consistency.

Campaign & OOH Design

Godrej Homes

A campaign pitch for Godrej Properties, exploring how its upcoming residential development in Kharadi, Pune could be positioned as a space where architecture, nature and everyday living exist in harmony.

Built around the thought “In Tune With Life,” the visual direction uses rhythmic architectural forms, dramatic natural light and moments of stillness to create an elevated yet inviting world. Across outdoor and digital formats, the campaign moves away from conventional real-estate imagery to focus on something more emotional, not simply what a home looks like, but how it could feel to live there.

Client: Godrej Properties
Role: Senior Graphic Designer
Deliverables: Billboard Design, Social Media, OOH
Software: Photoshop, Ai

Outdoor billboard reading “In tune with light” — a curving staircase rising under an arch into blue sky.

Outdoor billboard reading “In tune with life” — two figures walking a long colonnade in raking shadow.

Architecture in Rhythm

For the outdoor campaign, architecture became the hero. Arches, corridors, staircases and repeating structural forms were used to create a visual sense of rhythm, translating the idea of being “In Tune With Life” into the compositions themselves.

Rather than relying on conventional property imagery, the layouts use scale, symmetry, shadow and open space to create intrigue from a distance. Restrained typography allows the imagery to command attention, while glimpses of blue sky and natural light introduce a feeling of openness beyond the architecture.

A billboard against a clouded sky, carrying an arched corridor composition in near-monochrome.

A lit metro-station panel showing a warm arched living room with a curved sofa, the platform blurred past it.

Metro Transit Highlight

The transit adaptation shifts the campaign from dramatic architecture towards warmth, light and interior living. Set against the constant movement of a metro environment, the serene composition creates a deliberate moment of contrast, a glimpse into a home that feels calm, open and full of light.

A Pause in the Rush

For the transit environment, the campaign was imagined as a visual pause within the movement of the city. Warm interiors, soft daylight, arched openings and natural elements create an immediate contrast to the pace and structure of everyday commuting.

Each execution explores a different expression of the same idea, light, warmth, balance and room to breathe, allowing the campaign to remain visually varied while belonging to one cohesive world.

Rather than communicating luxury through excess, the direction presents it through space, serenity and considered simplicity.

A metro panel showing an interior with a red-leafed potted tree framed by arched windows.

A metro panel reading “The glow of balance”, its composition pale and almost empty.

Extending the Story Digitally

The campaign language was extended into vertical social formats, allowing the concept to become more intimate and atmospheric.

Here, sunlight, shadows, architectural repetition and natural textures become storytelling devices. Each frame captures a small sensory moment, light passing through a curtain, shadows traveling across an arcade, or the evening sun entering through an arch.

Editorial Screen Layouts

Vertical compositions designed to carry the campaign’s architectural rhythm, light and sense of movement into digital-first formats.

The Warmth of Home

The second social direction shifts the focus from architecture to the feeling of being home.

Golden-hour light, warm materials and expansive interiors create spaces that feel lived-in rather than staged. The recurring arch motif connects the lifestyle imagery back to the broader campaign language, while framing different moments of comfort, nature and city living.

The result is a softer expression of the campaign, presenting the development not simply as a property, but as a place where life has more room to unfold.

Story frame: a warm living room of bookshelves and soft seating, framed in an arch — “Find that warmth at Kharadi, Pune.”

Story frame: a living room at golden hour around a low wooden table — “Homes that feel alive in every quiet moment.”

Story frame: a living room opening through an arch onto a city and river view — “Where calm meets warmth.”

Interior Lifestyle Moments

Warm, light-filled interiors exploring a quieter and more emotional side of the campaign, where comfort, openness and everyday living take centre stage.

Social Media & Visual Direction

Royal Sundaram

A refreshed social media visual direction for Royal Sundaram General Insurance, designed to make insurance communication feel simpler, more engaging and visually distinctive across digital platforms.

The new system introduced flowing gradient lines, dimensional spheres and layered compositions to bring movement and depth into the brand’s existing blue palette. Built to work across multiple insurance categories and content formats, the direction created a consistent visual thread while leaving enough flexibility for each campaign to have its own personality.

Client: Royal Sundaram Insurance
Role: Visual Designer / Senior Graphic Designer
Deliverables: Social Media, Digital Campaigns, Visual Direction
Software: Photoshop, Illustrator Ai

Post: “Car insurance secrets no one tells you…” — the Zero Depreciation add-on, illustrated by a 3D figure at a podium with a confidential folder.

Post: “Car insurance secrets no one tells you…” — what third-party cover does and doesn’t pay for, illustrated by a 3D detective.

Building a More Dynamic Brand World

I helped establish a visual language and then demonstrated how that system could flex across multiple campaigns.

The refreshed visual language builds upon Royal Sundaram’s signature blue while introducing a more expressive sense of depth, movement and dimension.

A recurring gradient line moves through compositions as a flexible graphic device — guiding the eye, framing content and creating continuity between campaigns. Floating three-dimensional spheres add foreground and background depth, making otherwise flat social layouts feel more immersive.

Together, these elements form a modular visual system that can adapt across motor, travel, topical and seasonal communication while keeping every piece recognisably part of the same brand world.

Making Insurance Easier to Decode

The “Car Insurance Secrets” series was designed to simplify commonly misunderstood aspects of car insurance through bold, easy-to-follow visual storytelling.

Conceptual characters and playful metaphors turn topics such as Zero Depreciation and Third-Party Cover into content that feels approachable rather than technical. The recurring blue environment, gradient forms and floating spheres help establish consistency while giving each post its own visual narrative.

Post styled as an Instagram feed: “Every trip has surprises. Lost baggage shouldn’t be one of them.”

Insurance in the Everyday

Topical content allowed the brand to enter everyday conversations with a lighter, more culturally relevant voice.

From the familiar “Kal Dekh Lenge” attitude towards renewals to monsoon related car damage, each concept connects insurance with situations people immediately recognise. The visual direction remains consistent across very different narratives through the recurring gradient forms, dimensional elements and Royal Sundaram blue.

The result is content that communicates the importance of insurance without always needing to look or sound like traditional insurance advertising.

Topical post: “‘Kal Dekh Lenge’ works for laundry. Not for Car Insurance.” — a man shrugging, over a renewal reminder.

Topical post: a hailstorm denting every panel of a car, over the line “Don’t let one bad monsoon drain your savings.”

Decoding Insurance, One Term at a Time

The dictionary series borrows familiar language from internet and dating culture, such as “Breadcrumbing” and “Ghosting”, and gives it an insurance-inspired interpretation.

Designed as a repeatable social format, the series combines bold typography with surreal, conceptual imagery to turn potentially dry insurance messages into quick, memorable pieces of content. The established gradient line and floating spheres frame each composition, helping even highly varied concepts remain part of the same visual world.

Dictionary post: “Breadcrumbing” — a classical bust in sunglasses above a maze, defining hidden add-ons that keep you guessing.

Dictionary post: “Ghosting” — a figure fading away holding a policy, defining cover that disappears when you skip renewal.

Swipe Right on Security

Profile cards, swipe interactions and an “It’s a Match!” moment translate ideas like reliability, protection and peace of mind into something playful and culturally familiar. The shield becomes the campaign’s central character, giving the brand a warmer, more personable presence while retaining its recognisable identity.

The concept demonstrates how a traditionally serious category can participate in cultural moments without losing sight of the product message.

Dating-app card: “Dating me is like… finally meeting someone who wouldn’t ghost.”

Dating-app card: “My simple pleasures” — the shield in an armchair, listing solving problems quickly and making complicated things simple.

Dating-app card: “Together we could… handle life’s unexpected moments without the drama.” — the shield holding an umbrella over a car and house.

Dating-app card: “It’s a Match!” — the shield and a heart character, over “Here’s to less worry and more ‘we got this.’”

Advertising & Campaign Design

Knorr

A Curiosity-Led Launch Concept for Knorr Korean

A campaign proposal developed for the launch of Knorr’s Korean range, exploring how the brand could tap into the growing interest around Korean food and culture in India.

The central idea used Korean typography as a curiosity trigger, proposing billboards that audiences might instinctively stop to decode or translate. Supported by bold food imagery, Knorr’s familiar brand colours and Korean-inspired graphic elements, the concept aimed to turn the unfamiliar into an invitation to discover something new.

Client: Knorr (Unilever)
Role: Concept Development & Visual Design
Project type: Campaign Proposal / Pitch
Software: Photoshop

Flat campaign artwork on green: “How good is your Korean?” over Korean copy, beside a Knorr gochujang pack and a bowl of tteokbokki.

The same green artwork mocked up on a roadside billboard against a clear sky.

What Does That Say?

The proposed campaign began with a simple behavioural insight: when we see something we don’t immediately understand, curiosity makes us want to figure it out.

Instead of leading with conventional product messaging, the billboards would feature prominent Korean copy, encouraging passers-by to pause, scan or translate it to uncover the message.

The reveal would lead back to Knorr’s Korean range, turning the act of translation into part of the brand experience and creating a playful introduction to Korean flavours.

A black billboard at dusk carrying the Korean headline “그런데 한국 빌보드는 어떨까” beside a bowl of tteokbokki.

The same headline on a red billboard, raised on a pole against blue sky.

A series of billboard directions were developed to explore how the idea could come alive across the city.

The layouts experimented with Korean-led typography, bold product and food imagery, graphic patterns and contrasting colour systems. Black offered a more contemporary, culture-led expression, while red and green created stronger connections to Knorr’s existing visual identity.

Rather than proposing one fixed execution, these explorations demonstrated how the central concept could evolve while remaining recognisable as part of the same campaign world.

The banner layout in near-black navy — Korean headline, GOCHUJANG set vertically, and a bowl of tteokbokki.

The Knorr Korean Ramen packaging line under “Taste the K-ulture” — three packs fronted by masked figures in green, yellow and pink.

Mainstream Appeal

The packaging line took the bold red and green colour profile, along with other vibrant colours to supermarket shelves. Featuring high-energy limited edition Squid Game co-branding, the design targeted Gen-Z consumers eager for authentic culinary adventures.

In digital channels, micro-content highlighted simple, quick recipe integrations, translating complex traditional preparation steps into accessible, everyday kitchen hacks.

A green Knorr billboard standing above the treetops against a blue sky.

Curiosity Before Communication

At the heart of the proposal was the idea that advertising doesn’t always need to explain everything immediately.

By allowing Korean typography to become the first point of interaction, the concept explored how curiosity itself could become a communication tool — inviting audiences to participate before introducing the product.

While the proposed campaign was ultimately not taken forward into execution, the concept was well received by the client and became an exploration of how Knorr could introduce its Korean range through a more unexpected, culturally relevant and participation-led approach.

Self-Initiated Branding & Packaging

Amarula
Reimagined

A self-initiated rebranding exploration inspired by my love for South Africa and the story behind Amarula, a spirit rooted in the marula fruit, its landscape, and the elephants that have become synonymous with the brand.

The project explores how Amarula’s identity could be reimagined for a more contemporary audience while preserving the warmth, character and distinctly African story at its core.

Rather than developing a single solution, I explored two contrasting visual directions, one expressive, warm and contemporary; the other bold, graphic and rooted in a more traditional African-inspired colour language. Both reinterpret the same brand story through different visual lenses.

Role: Brand & Packaging Design
Project type: Passion Project / Conceptual Rebrand
Deliverables: Brand Identity, Packaging, Box Design
Tools: Illustrator, Photoshop

The pink and maroon Amarula bottle beside its patterned box, marula fruit scattered around them.

Rooted in the Marula Story

What drew me to Amarula was the world surrounding the product, the marula fruit, the South African landscape and the elephants that naturally gather around marula trees during harvest season.

Rather than treating these elements as supporting details, I brought them to the forefront of the identity. Elephants, organic forms, marula-inspired shapes and rich colour became the building blocks of a visual system that celebrates the origin of the drink while giving it a more expressive contemporary personality.

The same bottle and box staged outdoors beneath a marula tree, with fruit and woven cloth.

From Bottle to Box

The visual language extends beyond the bottle into a complete packaging system. Repeating elephant motifs become patterns across the outer box, while blocks of pink, maroon and yellow create strong shelf presence and allow the packaging to feel recognisable from every angle.

The box was designed not simply as a container, but as an extension of the storytelling, creating a richer and more immersive experience around the product.

Close-up of the pink label — the elephant emblem set inside an abstract floral form.

A Contemporary African Bloom

The first direction moves away from the expected earthy palette and introduces deep brown, vibrant pink and warm golden yellow for a more unexpected expression of the brand.

The bottle is framed by an abstract floral form inspired by the marula fruit and its surrounding landscape, while a circular arrangement of elephants creates a distinctive central emblem. Fine gold detailing adds a sense of craft and premium character without making the identity feel overly traditional.

The result is a direction that feels bold, celebratory and contemporary while remaining connected to Amarula’s African roots.

Heritage in Full Colour

The second direction explores a completely different personality. Red, deep blue and golden yellow create a bolder, more graphic identity inspired by the warmth, energy and visual richness I associate with South Africa.

Here, the elephant motif becomes more rhythmic and pattern-led, appearing as a continuous decorative band across both the bottle and packaging. The typography takes on a more expressive character, giving the design a sense of nostalgia while still feeling intentionally contemporary.

Where the first direction feels organic and expressive, this route is structured, vibrant and heritage-led.

The second direction’s box opened out, its printed panels telling the marula story around a blue and gold bottle.

The second direction’s gold and blue Cream Liqueur bottle in low sunset light.

A Story Beyond the Label

The outer packaging offered an opportunity to tell more of the story that initially made me interested in Amarula.

Opening the box reveals information about the marula fruit, its connection to the African landscape and the elephants associated with its harvest, allowing the packaging to become part of the brand experience rather than simply a protective shell.

This direction combines storytelling, pattern and colour to create something that feels collectible and rooted in place.

One Story, Two Expressions

Rather than approaching the project with a predetermined aesthetic, I used the rebrand as an opportunity to explore how the same brand story could lead to two distinctly different identities.

The pink and brown direction interprets Amarula through a more contemporary, organic and expressive lens, while the red, blue and yellow direction leans into graphic pattern, warmth and heritage.

Both are connected by the same foundation: the marula fruit, the elephant and the landscape that gives Amarula its story.

This project became an exploration of how a heritage brand can evolve visually without losing the cultural narrative that makes it distinctive in the first place.

Multi-Vertical Digital Design

PhonePe

Designing across PhonePe’s growing ecosystem of financial and insurance products, translating everything from lending and investments to motor and home insurance into clear, engaging digital communication.

Working independently across multiple verticals, I developed campaign creatives that balanced PhonePe’s recognisable visual identity with the distinct communication needs of each product, creating work that was informative, conversion-focused and visually engaging.

Client: PhonePe India
Role: Art Direction & Visual Design
Scope: Share.Market, Lending, Motor, Home, Investments
Deliverables: Performance Creatives, Social Media, Digital Campaigns

Loan ad: pre-approved offers up to ₹10,00,000 — no paperwork, no bank statements needed.

01 / Performance Marketing

Designing for the Scroll

Performance marketing demands clarity at speed. Across PhonePe’s lending and insurance verticals, I designed creatives that communicated the core product benefit almost instantly — using strong hierarchy, focused messaging and visually distinctive concepts to capture attention within crowded digital feeds.

Rather than relying on one repetitive template, each campaign explored a different visual idea while remaining unmistakably PhonePe. The challenge was finding the balance between brand consistency, product clarity and enough visual novelty to keep the communication fresh.

Loan ad: “Life moves fast. So should your loan.” — a commuter mid-stride, approval in two minutes.

Loan ad: “No bank statement needed” for loan offers up to ₹10,00,000.

Insurance ad: “Car Claims made easy” — a covered car, with PhonePe Insurance’s dedicated support.

Loan ad: “Fund your dream goal” — a golden Eiffel Tower, pre-approved and no income proof.

02 / Share.Market

Building a Distinct Voice Within PhonePe

Working on Share.Market meant designing for a brand that needed to feel connected to PhonePe while establishing its own personality within the investment space.

Across campaigns for stocks, mutual funds and WealthBaskets, I used Share.Market’s purple foundation alongside its bright green accent, product UI and bold typography to create a sharper, investment-focused visual language.

The communication simplified potentially intimidating financial products into approachable, benefit-led creatives, helping investing feel less complex and more accessible to everyday users.

Share.Market ad: “We do the research & track the market”, offering curated WealthBaskets.

Share.Market ad: “Choose smartly, invest simply.” shown on the app.

Share.Market ad: “Get data-driven WealthBaskets”, with the portfolio screen.

Share.Market ad: “From Mutual Funds to Stocks, IPOs and more.”

03 / Share.Market Sub-Brand

Consistent Differentiation: WealthBaskets & Stocks

When PhonePe introduced Share.Market, the brand ecosystem expanded from transactional payments into long-term wealth creation. We developed campaign layouts that bridged the core parent brand’s signature purple with a vibrant, modern chartreuse green, giving the sub-brand its own high-performance, expert identity.

The campaigns for WealthBaskets — curated collections of stocks and ETFs — highlighted accessibility, data-driven security, and simple smartphone investing to demographic segments new to stock market products.

04 / Daily Mutual Fund SIP

Making ₹10 Feel Like a Beginning

The Daily Mutual Fund SIP campaign was built around one powerful proposition: starting an investment journey could be as simple as ₹10 a day.

I developed multiple creative routes around this idea, transforming the small ₹10 entry point into visual metaphors for growth, progress and long-term goals. From floating ₹10 tokens and growing money plants to stepping stones and upward trajectories, each execution communicated the same message through a different visual story. The result was a flexible campaign system that made micro-investing feel simple, achievable and aspirational rather than intimidating.

Daily SIP creative: starting at ₹10, the app surrounded by floating ₹10 tokens.

Daily SIP creative: starting at ₹10, showing the Start SIP flow on the app.

Daily SIP creative: a hand dropping a coin into a savings jar labelled for the future.

Daily SIP creative: notes growing like a plant from a watering can.

Daily SIP creative: a ₹10 coin on an upward trajectory.

Daily SIP creative: “Every Big Goal Begins with ₹10” — coins as stepping stones.

One Brand. Many Conversations.

What made working on PhonePe particularly exciting was the breadth of communication I was able to design.

Lending needed immediacy. Investments needed accessibility. Insurance needed reassurance. Share.Market needed financial credibility. Each vertical spoke to a different consumer need, yet every creative still needed to feel unmistakably part of the PhonePe ecosystem.

Working independently across these categories pushed me to build visual systems that could adapt without becoming repetitive, maintaining consistency where it mattered while giving every product its own voice.

That, more than any single campaign, became the defining challenge of the project: designing one brand to communicate confidently across many different financial moments.