Projects
- AdfactorsAdfactors is India’s largest PR firm. The office is a three storied building with additional amenities like a cafeteria, gym, library. The brand stands for an unparalleled understanding of India, its diversity and complexity, in a cultural, business and social context. Their belief in knowledge driven communication is also an integral part of the brand. The identity reflects this by using the Devanagari letter ‘gya’ which stands for knowledge. To reflect this in its office space, the design focused on creating a unique combination of ideas based on knowledge, Indian and world history and snippets of Indian culture. A larger than life bookshelf create spanned the entire wall in the lobby and displayed world’s and India's most famous pieces of literature. The glass panels around the office had headlines of the biggest events in history, both Indian and global. To add a twist to it, the Indian calendar was used, which is 79 years ahead of the Gregorian calendar. The main conference room showcased a time-line of the biggest innovation and break-throughs in Indian business history. And lastly, pillars all around the office were used to depict various philosophies of Indian culture. Role: conceptualization, design, production consultation Company: chlorophyll brand consultancy
- SevenSeven is the all day dining restaurant at Mumbai's landmark Palladium Hotel. The name represents the spirit of Bombay (Mumbai), signifying the seven islands that came together to form the teeming metropolis. It is a place which is a melting pot of different cultures and cuisines, with a subtle celebration of local and Indian culture. The identity represents the weaving together of different cultures that so seamlessly join to create the unique city. The second 'e' forms the number 7 as written in the Devanagiri script, adding a hint of ethnicity to the mix. My work included brand identity concept and design, designing the graphic system for several restaurant items and packaging design for products from Seven's exclusive in-house bakery and shop. Role: conceptualization, design, production consultation Company: chlorophyll brand consultancy
- The SpectacleThis project is an analysis of the relationships and tensions that exist within visual representations and the media. Following and documenting the narrative of the Syrian war that received international press coverage, these images were then compared and contrasted with those of war scenes from movies. Drawing from the analysis of Jan Van Toorn's works and his methods of reflexive design, similar dialogic design processes were used to reconsider the role of graphic design in the mediation of messages. 'The Spectacle' critiques the Syrian war story based on these texts and concepts of ‘Society of the Spectacle’ first introduced by Guy Debord. It also uses the texts of Roland Barthes in his book, Camera Lucida, and Susan Sontag’s analysis of images of war in her works On Photography (1977), and Regarding the Pain of Others (2004) By overlaying war scenes from popular hollywood films onto similar journalistic images from the Syrian war, it aims to demonstrate how journalistic images are essentially competing with these other forms of dramatic and shocking images in our minds. Perhaps that is why their production seeks to shock us more and more. Role: Strategy, conceptualisation, design, production Workshop Unit, MA Graphic Branding and Identity, 2014 London College of Communication
- ExoExo is a swanky bar at Mumbai's luxurious Palladium Hotel. Drawing inspiration from the the interior of the space, the brand identity and system is clean and contemporary, forming bold geometric patterns to complement its environment. The identity follows Gestalt’s principle of multi-stability and reification. One arc is interpreted in two ways, and may be read as a part of both ‘x’ as well as ‘o’. The last two arcs are also perceived to form a complete 'o'. The four parts also represent the four distinct spaces Exo provides to its guests. Role: conceptualization, design Company: chlorophyll brand consultancy
- The square projectThis project explores the use of visual research methodologies and design principles to explore a given shape. The project's input stage is divided into two phases: form and meaning. This publication documents a reiterative process of visual experimentation and interrogation of the square in terms of pure visual grammar, and its meaning in relation to various cultural and social contexts. The input stage concludes with finding the point of difference of a square in relation to the other two basic shapes: the square represents the perfect horizontal and vertical relationship and is therefore the foundation of man’s relationship to his environment, including the four cardinal directions of the earth. This unique aspect forms the starting point for the output stage of the project, as shown under the project titled ‘living square’. Role: Strategy, conceptualisation, design, production Unit 1 Design Literacy, MA Graphic Branding and Identity, 2014 London College of Communication
- Major ProjectMe is a project that investigates how young people can be encouraged to make a choice against the present day culture of the 'self'. Contemporary cultures and social media encourage an obsession with our self and self-image. Today it is easier than ever before to curate our self-image and portray only our best possible or desired selves. In many cases this leads to an unhealthy obsession with our selves, which can be seen in online behavioural tendencies and is most apparent in our extreme fixations with selfies and likes. The two publications document my journey through the project. The visual research summary focuses on experiments and interrogations conducted under two phases: analysis and synthesis, that led to the final resolution of the project. The report provides a cohesive overlook of the project's stages including the definition of the research problem, methodology implemented, experimentation, finalisation of a strategy and key design decisions. The final outcome is the brand ?m, that believes in the need to create an intervention in order to instigate introspection and reflect on our self-obsession. The output consists of a series of intervention boxes, each dealing with an aspect of self-obsession, mailed to new members of the network. The look, feel and materials used are raw and unpretentious, representing the key ideals of the brand. Portraying the concept of self-reflection, each box consists of packing material and a mirror. The boxes consist of news articles, editorial headlines and online social media posts, interspersed with relevant facts and statistics. The content is printed on the material in reverse and can only be read using the mirrors. It uses the analogy of a mirror to represent the reversal of one’s self through self-reflection. The publications are also provided in digital format on a memory stick housed in a designed packaging. The final outcome created can be viewed under 'major project output'. Role: Strategy, conceptualisation, design, production Major Project, MA Graphic Branding and Identity, 2014 London College of Communication
Work history
Brand Ideator & Graphic Designer
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Worked as the lead designer on several projects involving brand strategy and design. Scope of work involved undertaking projects from conceptualization to supervision of final production, presentation to clients, managing client relationships, organising photoshoots and collaborating with external persons and teams including photographers, fashion stylists, print experts, web and digital experts, during various stages of the project.
Range of projects worked on include creative design strategy, brand identity and visual systems, print communication, signage and wayfinding systems, social and interactive media concepts, web design, environment design, advertising and illustration.
Worked on a variety of leading Indian and international clients in industries ranging from hospitality and retail to finance, real estate and technology. Some of these include Shangri-La Mumbai, AdfactorsPR, Network18, CK Birla, IMImobile, BSE (Bombay Stock Exchange), Vasco International and Meru cabs.
Skills
- Packaging
- Advertising
- Visual Arts
- Branding
- Environmental Design
- Corporate Identity
- Print Design
- Art Direction
- Websites
- Typography
- Wayfinding Design
- Brand Design
- Brand Identity
- Design
- Logo Design
Education
MA Graphic Branding and Identity
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brand strategy and design