Research, strategy and art direction, in that order.
- Art direction
- Creative, business & marketing strategy
- UX / UI
I direct the visual work customers see, and I understand the experience around it well enough to know what that work has to do for them.
18 years
eCommerce, fintech, enterprise platforms and newer digital ecosystems. Based in India, working across markets.
Selected work
All work
How I work
Three disciplines, one sequence.
UX / UI
Start with the customer
I research, study how people behave, find where the real problem sits, and turn the answer into screens they can actually use.
Creative, business and marketing strategy
Know who we sell to and what the work has to return
Who they are, how they buy, and what comes back. Creative that does not pay for itself cannot be repeated, and what you cannot repeat you cannot build on.
Art direction
Make it land
Something people want to look at and act on, across print campaigns and digital. That takes an understanding of the medium, the space it lives in, and the psychology of the person on the other side of it.
Across all three
- Design systems
- Quality holds when a lot of people are producing work at once. Direction others can execute against when I am not in the room.
- Tools and automation
- I work with product and engineering on the tooling behind creative, so an improvement holds instead of depending on people remembering it.
- Mentoring and training
- Direction designers, retouchers, editors and outside partners can act on. A standard only I can apply is not a standard, so I train, and I get reviewers judging the same way.
- AI in creative production
- My current research is on AI and human interaction. It goes into how I set references, prompts, limits and standards for AI assisted work.
- Hands on
- Photoshop, Illustrator, InDesign, Acrobat, Figma. Every day, on Mac.
Contact