BRAND WORK
CURAA
Curaa by YFL Homes
Logo and Identity Design
Designing a brand identity for renowned chef Sanjyot Keer's artisanal kitchen appliances and serveware line, aimed at home cooks seeking to enhance their lifestyle and elevate their culinary experience. The identity needed to reflect Sanjyot's care and attention to detail, boast unique and rich aesthetics, and communicate superior functionality. The objective was to break traditional brand fatigue, redefine the culinary experience for a new generation, and empower consumers with thoughtful, curated solutions.
FABELLE
Chocolate Packaging Design for Fabelle from the House of ITC
Redesigning Package
For the packaging redesign pitch of Fabelle Chocolates from the house of ITC, the aim was to elevate the brand’s premium appeal and create a more eye-catching shelf presence. The focus was on designing luxurious, striking visuals that would attract customers while reinforcing Fabelle's identity as a premium chocolate brand. This project allowed me to explore refined aesthetics and deliver packaging that enhances the product’s desirability.
IBM
Enriching experience of Watson Knowledge Catalogue
UX Design
one of my first freelance opportunities came with collaborating with Folksnfables, a children's book company based in the US. During my initial years, I worked as an illustrator and editor for several books. Further, I focused on designing the book itself by directing illustrators to deliver the requirements of the client.
SELF
Behance Page Design
Graphic Design
A visual design system for the Behance portfolio was done for the year 2020. Lakshmi Chandran. Visual Designer, Undergraduate in Architecture, also working as a part-time freelance designer for children's books and novels, and architecture illustrations along with small poster work. An attempt to self-branding with business cards and other place cards.
VIEW STORYTELLING PROJECTS
BEING FRACTAL
Illustrations of Fractal employees
Storyboarding, Illustrations
An animated video series was created to showcase the inspiring stories of Fractal employees and how the organization supported them. The project involved storyboarding and illustrations to bring these narratives to life. The objective was to develop an employee branding IP that motivates internal teams while appealing to a universal audience, positioning Fractal as an inspiring destination for potential candidates. By transforming human stories into animated films, the series effectively conveyed these messages with enhanced storytelling.
The video focused on Francesca, a strong, bright, and queer woman, whose story highlights the journey of embracing discomfort to find true comfort in all aspects of life. The illustrations were crafted to reflect Francesca’s vibrant personality, with a rich and diverse color palette enhancing her unique aura. The visual design incorporated dynamic compositions and expressive elements to convey both the challenges she faced and her resilience. The use of bold, layered colors symbolized her multifaceted identity, creating a powerful narrative that celebrates individuality and self-discovery.
Three unique characters were illustrated and developed for this animated video series, each representing inspiring employee stories from Fractal. The designs were crafted to reflect the personalities and journeys of the individuals, incorporating thoughtful details and vibrant visuals to enhance the storytelling. The complete series, featuring these characters, can be viewed on Fractal's LinkedIn page.
Heritage like
Forever before
Graphics for Welcomhotel by ITC, Chennai
Illustration, Poster Design
The illustration and poster design for the relaunch of ITC's Welcomhotel was a pitch project aimed at celebrating Chennai's heritage and culture while showcasing the renovated hotel space. The design featured elements of the city's iconic temple architecture, the elegance of Bharatanatyam dance, and the intricate motifs of Kanchipuram sarees, creating a visual narrative that honored tradition while reflecting modern sophistication.
The design concept for the Welcomhotel relaunch reimagined Chennai’s rich heritage through simple line drawings using geometric forms. Iconic elements such as temple architecture, Bharatanatyam dance, and Kanchipuram saree motifs were depicted with clean, structured lines to highlight their intricate beauty while enhancing the elegance and premium appeal of the visuals. Additionally, illustrations of the hotel’s welcoming gestures were integrated into the design, symbolizing the brand's hospitality and warmth. This blend of cultural heritage and modern geometric design created a sophisticated narrative that honored tradition while reflecting the renewed luxury of the hotel.
DBS
Creatives for DBS Social media
Social media creatives
For DBS Bank, several creatives were developed for social media campaigns and physical collateral, including brochures and standees. The designs focused on conveying the bank's values and services through visually engaging and cohesive elements, ensuring consistency across both digital and print platforms. Each creative was tailored to resonate with the target audience while maintaining the bank’s modern and customer-centric image.
The creatives for DBS Bank’s value chain campaign utilize photo manipulation to visually represent how the bank empowers businesses across every stage of a product's lifecycle. Through a series of compositions, various components of a product are seamlessly assembled to form the complete item symbolizing the bank's support at each stage of the value chain. This visual approach effectively conveys the bank’s role in strengthening and connecting all aspects of business, emphasizing its commitment to fostering growth and efficiency across industries.
For a pitch project focused on DBS Bank’s cross-border services, a series of creatives were developed to highlight the bank’s role in connecting cities like Coimbatore and Trichy to international markets.
The concept used currency notes and coins as visual metaphors for seamless cross-border trade services. This visual approach communicated how DBS enables swift international trade, reinforcing the bank’s role in facilitating cross-border commerce.
EMBRACE
THE DIRT
Social Media Design Pitch for CEAT Tyre
Social Media Creatives
The Embrace the Dirt monsoon campaign focused on designing a visual language to build a community around the proposition of "Crafted for the Curious." The campaign aimed to drive product relevance on social media by creating engaging, topical content that aligned with seasonal moments. The visual system was crafted to be dynamic and cohesive, sparking curiosity and fostering engagement, ultimately strengthening the connection with the target audience.
The concept for the Embrace the Dirt campaign is visually translated through grungy, bold typography that reflects the raw, adventurous spirit of the monsoon journey. The typography is designed to evoke movement and energy, mirroring the pursuit of exploration. Supporting imagery of tyres, caked in mud and splashes, reinforces the idea of a relentless journey through untamed roads, each mark telling a story of adventure and resilience. The strong, textured photographs highlight the grit and determination, perfectly aligning with the campaign's core message of embracing curiosity and leaving a lasting impact across the earth.
CEAT TOPICALS
AI-generated creatives were designed for CEAT to capture topical moments with visually engaging and contextually relevant posts. These creatives leveraged the versatility of AI to quickly adapt to trending themes, delivering impactful visuals that resonated with the audience.
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