Hey There!
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What I do
I design brands for tech companies, and I make decisions on what a direction communicates, not how it looks. The vision comes first. Each concept is a different way of telling the brand's story, so when a client chooses, they're choosing what the brand means, not which one they like better.
Most tech brands look the same right now. I don't think that's a visual problem. It's that the thinking stops at the surface. I'd rather make a case for the harder, more intentional choice than land somewhere safe.
Where I am now
I lead brand experience at a product design studio in Mumbai. Hands-on with the work, directional with the team. My job is to make sure strategy, identity, and user experience operate as one system, not three separate ones, across every touchpoint a brand has.
What I'm thinking about next
How brand systems can stay consistent and stay flexible at the same time. How AI can automate brand systems so they evolve without losing their core. That tension between structure and adaptability is the most interesting problem in branding right now, and it's what I want to spend the next phase of my career building.
Beyond the work
I lift, I travel, I take house music and my ginger cat very seriously. Currently also going down a coffee rabbit hole I didn't see coming.
