Ideas,
Stories &
Systems
That scale
AS SEEN ON A BILLION PHONES
FRESH FROM THE STUDIO
PhonePe needed a scalable masthead visual system that could flex across product categories — payments, investments, commerce — while staying cohesive. Share.Market required a distinct identity within the PhonePe ecosystem for a first-time investing audience.
Led the visual system design, masthead language, and Share.Market mailer automation creative. Set direction for the team across motion and static.
Disciplines: Visual systems · Brand · Motion · CRM · Performance marketing
Designing the visual language of neighbourhood commerce. Pincode wasn't just another shopping app — it was PhonePe's bet on ONDC and neighbourhood commerce. My role wasn't limited to interface design. I led a multidisciplinary design team responsible for creating a consistent visual experience across product, growth, branding, content, campaigns and emerging AI-powered creative systems.
As Head of Brand and Visual Design, I led a multidisciplinary team responsible for a consistent visual experience across product, growth, branding, content and campaigns. Set the visual direction and built the AI-powered creative systems that let it scale.
Disciplines: Brand · Visual systems · Product · Growth · Content · AI-assisted creative
Launch campaigns and category building for the TVOD platform.
Chef-crafted nutrition for the modern pace, with Chef Vicky Ratnani.
A curated array of digital events — and a booking model for a distanced world.
Premium fashion, jewellery and wellness in a South Bombay narrative.
Food, fitness, gifts, toys — landing pages and mailers at range.
The lockdown forced everyone indoors — fitness centres went live.
A studio specialising in customising bicycles. The nine as a chainring.
Food as hero — for a festival that is not just a food festival.
A customized guide for individuals who seek assistance.
One app for all your needs — large-format outdoor across Mumbai.
"My work has taught me to see life as a series of meaningful experiences. The blend of creativity and innovation keeps it evolving, constantly pushing me to stay curious and keep growing."
