top of page
The Work Behind the Impact
Every project here is a blend of story, design, and strategy; crafted to move people and grow brands.
No Collections Here
Sort your projects into collections. Click on "Manage Collections" to get started
Minimal Means, Maximum Impact
The Ask
ExecLeaders 2024 was AWS’s high-touch summit for C-level leaders, designed to inspire trust, credibility, and long-term vision. The event demanded a premium design system that could signal value without visual clutter, and deliver consistency across multiple zones; from keynote stage to partner showcases.
The Challenge
This project required balancing creative ambition with practical limitations. Our initial direction needed to be reevaluated to align with the client's functional needs and cost expectations. Rather than compromise on experience, we reframed the entire process through a strategic lens: define where impact matters most, then design for those moments with focus.
The Approach
We began by working directly with the client to map out zone-wise budgets; identifying where to dial up the visual presence and where to simplify. Once that clarity was in place, we selected just two key materials to anchor the identity: white painted wooden strip lines and natural wooden textures.
These materials were then applied with discipline across arches, photo-ops, content booths, and the keynote stage; ensuring coherence and sophistication. The result: a warm, future-facing visual system that subtly embodied AWS’s themes of possibility, trust, and performance.
The final space felt premium not because of excess, but because of precision; every element earned its place, and nothing felt overstated.
ExecLeaders 2024 was AWS’s high-touch summit for C-level leaders, designed to inspire trust, credibility, and long-term vision. The event demanded a premium design system that could signal value without visual clutter, and deliver consistency across multiple zones; from keynote stage to partner showcases.
The Challenge
This project required balancing creative ambition with practical limitations. Our initial direction needed to be reevaluated to align with the client's functional needs and cost expectations. Rather than compromise on experience, we reframed the entire process through a strategic lens: define where impact matters most, then design for those moments with focus.
The Approach
We began by working directly with the client to map out zone-wise budgets; identifying where to dial up the visual presence and where to simplify. Once that clarity was in place, we selected just two key materials to anchor the identity: white painted wooden strip lines and natural wooden textures.
These materials were then applied with discipline across arches, photo-ops, content booths, and the keynote stage; ensuring coherence and sophistication. The result: a warm, future-facing visual system that subtly embodied AWS’s themes of possibility, trust, and performance.
The final space felt premium not because of excess, but because of precision; every element earned its place, and nothing felt overstated.
Rethinking Finance Through Design
The Ask
AWS was hosting a flagship experience for India’s financial sector leaders; an event tailored for CXOs, innovators, and decision-makers from top institutions. Our brief was to craft an identity that felt premium and purposeful, while also creating engagement through design-led storytelling. From digital campaigns to physical environments, every touchpoint had to reflect clarity, intention, and polish.
The Approach
We started with a winning pitch rooted in one idea: translate AWS’s theme into a cohesive, multi-sensory journey. The concept was brought to life across a wide range of mediums: billboard ads, bus shelter motion spots, stage LED screens, the AWS booth, partner zones, and pre-event communication campaigns.
Our focus was on precision. From hero visuals to motion pieces, every detail aligned with the sophistication expected by a CXO-level audience. We also layered in playful utility: custom cushions, coasters, and stickers that turned meeting rooms into branded, engaging moments.
To deepen involvement, we gamified the event layout, encouraging attendees to interact with different zones and complete a curated user journey. This subtle interactivity helped balance formality with discovery, driving interaction without overwhelming the experience.
Final Note
The client appreciated the attention to detail, the premium visual tone, and the creativity in unexpected places. Our work didn’t just speak to decision-makers, it invited them in.
AWS was hosting a flagship experience for India’s financial sector leaders; an event tailored for CXOs, innovators, and decision-makers from top institutions. Our brief was to craft an identity that felt premium and purposeful, while also creating engagement through design-led storytelling. From digital campaigns to physical environments, every touchpoint had to reflect clarity, intention, and polish.
The Approach
We started with a winning pitch rooted in one idea: translate AWS’s theme into a cohesive, multi-sensory journey. The concept was brought to life across a wide range of mediums: billboard ads, bus shelter motion spots, stage LED screens, the AWS booth, partner zones, and pre-event communication campaigns.
Our focus was on precision. From hero visuals to motion pieces, every detail aligned with the sophistication expected by a CXO-level audience. We also layered in playful utility: custom cushions, coasters, and stickers that turned meeting rooms into branded, engaging moments.
To deepen involvement, we gamified the event layout, encouraging attendees to interact with different zones and complete a curated user journey. This subtle interactivity helped balance formality with discovery, driving interaction without overwhelming the experience.
Final Note
The client appreciated the attention to detail, the premium visual tone, and the creativity in unexpected places. Our work didn’t just speak to decision-makers, it invited them in.
Designing Momentum for AWS × Junglee
The Ask
AWS and Junglee came together to host an internal hackathon aimed at their teams. The goal was to energise employees, create a sense of community, and give the event a distinct, memorable identity. Our task was to design the entire event branding; from digital assets to physical space branding inside Junglee’s office, in a way that felt fresh and elevated beyond typical hackathons.
The Approach
We developed two distinct creative directions to reflect the energy and ambition of the event. The first visualised every developer as a superhero, leaning into a vibrant comic-book style filled with action and imagination. The second took a more refined approach, combining custom isometric illustrations with a sleek, professional aesthetic. Both directions remained true to the visual DNA of AWS and Junglee by integrating brand colours and typography.
In the end, the team opted for the isometric style for its polish and professionalism. We extended the chosen direction across print, digital, and environmental branding. A dynamic intro video was also developed to launch the event, setting the tone for the opening act and the event website.
AWS and Junglee came together to host an internal hackathon aimed at their teams. The goal was to energise employees, create a sense of community, and give the event a distinct, memorable identity. Our task was to design the entire event branding; from digital assets to physical space branding inside Junglee’s office, in a way that felt fresh and elevated beyond typical hackathons.
The Approach
We developed two distinct creative directions to reflect the energy and ambition of the event. The first visualised every developer as a superhero, leaning into a vibrant comic-book style filled with action and imagination. The second took a more refined approach, combining custom isometric illustrations with a sleek, professional aesthetic. Both directions remained true to the visual DNA of AWS and Junglee by integrating brand colours and typography.
In the end, the team opted for the isometric style for its polish and professionalism. We extended the chosen direction across print, digital, and environmental branding. A dynamic intro video was also developed to launch the event, setting the tone for the opening act and the event website.
Building the City of Intelligence
The Ask
The 8th edition of AWS’s AI Conclave was poised to be their most ambitious yet; a landmark event for developers across India, held in the heart of Bangalore. With over 3,500 attendees, the brief wasn’t just about logistics or scale; it was about creating an immersive experience that lived up to the innovation AWS represents in the AI space.
The event needed to reflect AWS’s leadership in artificial intelligence while elevating the attendee journey from registration to keynote to breakout zones; all under a cohesive creative system.
The Challenge
The stakes were high: this edition had to outshine its predecessors. The ask was to raise the creative bar, making the design smarter, more immersive, and more future-ready; while still remaining functionally clear for attendees.
The Approach
We reimagined the venue as an AI City, with each key zone treated like a district within a smart urban landscape. The visual system unified three primary zones: Startup Central, Industry Zone, and the Builders Zone; each with its own sub-theme, material language, and user journey.
To tie these spaces together, LED portals served as metaphorical gateways, visually narrating the transition between themes. Each tunnel pulsed with motion content unique to its respective zone, showcasing the key AI capabilities being demonstrated inside.
The base palette leaned into AWS’s deep purple gradient, balanced with greys and whites for modular elegance. By treating the space as a living AI environment, the design system created clarity, depth, and wow-moments throughout the venue.
The 8th edition of AWS’s AI Conclave was poised to be their most ambitious yet; a landmark event for developers across India, held in the heart of Bangalore. With over 3,500 attendees, the brief wasn’t just about logistics or scale; it was about creating an immersive experience that lived up to the innovation AWS represents in the AI space.
The event needed to reflect AWS’s leadership in artificial intelligence while elevating the attendee journey from registration to keynote to breakout zones; all under a cohesive creative system.
The Challenge
The stakes were high: this edition had to outshine its predecessors. The ask was to raise the creative bar, making the design smarter, more immersive, and more future-ready; while still remaining functionally clear for attendees.
The Approach
We reimagined the venue as an AI City, with each key zone treated like a district within a smart urban landscape. The visual system unified three primary zones: Startup Central, Industry Zone, and the Builders Zone; each with its own sub-theme, material language, and user journey.
To tie these spaces together, LED portals served as metaphorical gateways, visually narrating the transition between themes. Each tunnel pulsed with motion content unique to its respective zone, showcasing the key AI capabilities being demonstrated inside.
The base palette leaned into AWS’s deep purple gradient, balanced with greys and whites for modular elegance. By treating the space as a living AI environment, the design system created clarity, depth, and wow-moments throughout the venue.
Orchestrating the Moving Parts
The Ask
Dewalt approached me to help shape a branded video that would stay true to its rugged, reliable identity; while featuring a wide range of SKUs. My responsibility was not just visual storytelling, but also managing the flow of communication between internal stakeholders and the production agency.
In addition to the hero film, I was also tasked with identifying ways to repurpose the production opportunity to generate supplementary content for future use; from short-form edits to static brand visuals.
The Approach
My role focused on bringing structure to a complex, multi-stakeholder process. I worked closely with the Dewalt brand team to extract insights, product priorities, and messaging goals. From there, I developed storyboards and shot suggestions that could translate both emotion and function, while still meeting tight timelines.
This clarity helped bridge the gap between the brand and production partners, streamlining pre-production and reducing back-and-forth during post. With a single shoot, we ensured that multiple content types could be generated, extending the campaign’s shelf life across channels.
Dewalt approached me to help shape a branded video that would stay true to its rugged, reliable identity; while featuring a wide range of SKUs. My responsibility was not just visual storytelling, but also managing the flow of communication between internal stakeholders and the production agency.
In addition to the hero film, I was also tasked with identifying ways to repurpose the production opportunity to generate supplementary content for future use; from short-form edits to static brand visuals.
The Approach
My role focused on bringing structure to a complex, multi-stakeholder process. I worked closely with the Dewalt brand team to extract insights, product priorities, and messaging goals. From there, I developed storyboards and shot suggestions that could translate both emotion and function, while still meeting tight timelines.
This clarity helped bridge the gap between the brand and production partners, streamlining pre-production and reducing back-and-forth during post. With a single shoot, we ensured that multiple content types could be generated, extending the campaign’s shelf life across channels.
From Misunderstood to Memorable
The Ask
Sugarbox was entering a new chapter. While the product had evolved, the brand identity remained outdated. It was commonly misread as a telecom or Wi-Fi service, largely due to a logo constructed from signal bars.
In reality, Sugarbox was offering something far more distinctive: a local content delivery network that enabled users to stream digital content without internet access. The existing identity lacked this clarity, both visually and strategically. The challenge was to bring the brand in line with its purpose.
The Approach
The objective was to clarify perception and communicate value through design. I collaborated with the team to explore multiple creative directions for the rebrand, guiding the process from ideation to final execution.
We arrived at a system that removed the telecom cues and replaced them with a clean, symmetrical symbol. The new identity expressed access, flow, and simplicity. The updated palette added versatility across formats including screen, print, and outdoor applications.
My role extended into execution across mediums. This included posters, social content, Google ads, pitch decks, and in-train stickers. I also oversaw production and color accuracy to ensure visual consistency across all touchpoints, from digital interfaces to print materials.
This rebrand was more than a visual upgrade. It was a strategic reset that aligned the brand’s identity with its core offering: uninterrupted digital access made effortless.
Sugarbox was entering a new chapter. While the product had evolved, the brand identity remained outdated. It was commonly misread as a telecom or Wi-Fi service, largely due to a logo constructed from signal bars.
In reality, Sugarbox was offering something far more distinctive: a local content delivery network that enabled users to stream digital content without internet access. The existing identity lacked this clarity, both visually and strategically. The challenge was to bring the brand in line with its purpose.
The Approach
The objective was to clarify perception and communicate value through design. I collaborated with the team to explore multiple creative directions for the rebrand, guiding the process from ideation to final execution.
We arrived at a system that removed the telecom cues and replaced them with a clean, symmetrical symbol. The new identity expressed access, flow, and simplicity. The updated palette added versatility across formats including screen, print, and outdoor applications.
My role extended into execution across mediums. This included posters, social content, Google ads, pitch decks, and in-train stickers. I also oversaw production and color accuracy to ensure visual consistency across all touchpoints, from digital interfaces to print materials.
This rebrand was more than a visual upgrade. It was a strategic reset that aligned the brand’s identity with its core offering: uninterrupted digital access made effortless.
bottom of page