My career has carried me from the fast pace of mainstream creative into the discipline of design, where I found not just a craft but a calling in leadership. Today, I build design systems that act as both structure and storytelling, giving brands and campaigns a foundation to scale while keeping their voice distinct. I lead by blending vision with detail, guiding teams to push ideas further and shaping work that resonates with clarity, consistency, and impact.
WELLS FARGO
”OPTIMISTIC BLOOM”
Design Direction / Art Direction
The Wells Fargo square was reimagined as more than a structural motif; it became a symbol of growth, a space where ideas, ambitions, and opportunities can thrive. This concept guided the creation of a flexible design system that feels energetic, modern, and inviting, while remaining rooted in the brand’s legacy. Designed to evolve with the people it serves, the system brings a renewed sense of optimism and forward momentum.
YOUNG NEW YORKERS
”CATALYST OF CHANGE”
Creative Direction / Design Direction
Young New Yorkers is a nonprofit based in New York City, dedicated to helping young people move beyond the criminal legal system through restorative art-based diversion programs. Its mission is to create pathways out of incarceration and into creativity, healing, and community—reshaping what justice can look like when it is rooted in possibility rather than punishment.
The visual identity brings this mission to life through the idea of “Redirecting the Futures of Young People.” Inspired by the concept of redirection, we used corners from the logotype as anchor points throughout the system. These elements symbolize the turning points young people experience and evolved into flexible, ownable shapes drawn from the logo’s letterforms. More than a visual toolkit, the system reflects the organization’s deep commitment to helping young people move forward and imagine new futures.
AIRTEL
”ENDLESS GOODBYE”
Creative Direction / Art Direction
Moved to Delhi to work on Airtel, which meant being apart from my girlfriend for three months. We stayed connected the only way we could: constantly on the phone. You know how it is. Then my first brief landed. It was to promote Airtel’s new 3G calling feature. So we wrote what we knew - our story.
P.S. We’re happily married, and we have a little boy now :)
BREAST CANCER WELFARE ASSOCIATION
”HOW TO REMOVE”
US WEEKLY X THE HARRIS PROJECT
”THE MISSING ISSUE”
Design Direction / Art Direction
To challenge the stigma around substance misuse, Us Weekly partnered with the harris project to reimagine decades of iconic celebrity gossip through a new lens that highlights the often-overlooked link between substance use and underlying mental health conditions.
As part of the collaboration, I created the campaign’s design system, building a cohesive visual language that carried through print, digital, and social platforms.
Together, we revisited real past headlines and stories, reframing them with empathy and clinical insight to reveal the deeper struggles behind the scandal. The work came to life as a special edition print issue sold in stores nationwide, supported by digital articles on usmagazine.com and shared across social platforms. By rewriting the past, the campaign sparked new conversations about compassion, context, and the path to recovery.
THE ANCHOR SOCIETY
Design Direction / Art Direction
The Anchor Society is a nonprofit based in East Hampton, New York, focused on encouraging year-round residents to stay connected to the village and foster a stronger sense of community. By offering engaging, relevant, and accessible experiences in the local commercial district, they help bring life to East Hampton year-round.
We modernized their design system to feel more confident, flexible, and distinctly their own, built to resonate with both locals and potential donors alike.
TIGER BEER
”WINNING THE WORLD OVER”
Creative Direction / Design Direction
Tiger Beer needed a simple yet impactful visual to highlight its strong international presence in major cities like London, Paris, and New York. To bring this vision to life, we designed a bold and imaginative image of a Tiger Beer bottle constructed from iconic landmarks representing each city. The final artwork became a striking and memorable symbol of the brand’s global reach, cultural relevance, and dynamic urban energy, capturing the spirit of Tiger Beer as a bold, world-embracing brand.
HAVAS NYC
”HAVAS NYC SANS”
Creative Direction / Design Direction
Designed for the Havas New York office, this custom typeface was inspired by the sharp, angular forms of the Havas logo. Built for internal communications, it brings a sense of cohesion and identity across touchpoints. The letterforms echo the rhythm of New York City’s grid — energetic, unpredictable, and always in motion. The result is a font that feels distinctly modern, with just the right amount of edge.
THE TIMES OF INDIA
”THE INK OF DEMOCRACY”
Design Direction / Art Direction
In the 2019 Indian General Elections, one-third of eligible voters did not show up. That’s 300 million people who stayed home, driven by apathy, disillusionment, or a lack of urgency. To help shift this mindset ahead of the 2024 elections, we set out to transform a symbol of inaction into a powerful call to vote.
In India, every voter receives indelible ink on their finger — a mark of democratic participation. But in 2019, 7,500 litres of this ink went unused. We used that very ink to print full pages of The Times of India and The Economic Times during the 2024 elections. Just the ink left behind by 132 absent voters was enough to print a single page. In the end, 2.28 million pages carried not just the news, but a message: your vote leaves a mark.
LUMINA
”RADIANT”
Creative Direction / Design Direction
This concept explored the sensual chemistry between scent and emotion, using the layered glow of a candle as a visual metaphor for desire gradually building and blooming. Each layer of light radiates outward, mirroring how scent travels: subtle at first, then undeniable, awakening something instinctual, maybe even a little wild. The system pairs softness with heat, restraint with release, striking a balance between elegance and erotic energy. It was a joy to bring to life, and yes, months of very dedicated research were involved, all in the name of craft. Also, zoom in if you dare 😈
ANDAZ HOTELS
”THE ANDAZ CODE”
Creative Direction / Design Direction
What began as a request for employee recognition posters turned into something more immersive. Instead of simply decorating a wall, we transformed a stairwell into a speakeasy-style entrance, turning a routine space into a moment of surprise and celebration. The concept not only energized the hotel’s culture but was adopted by other Andaz locations around the world. Along the way, it also picked up a few creative awards — proof that a small idea, well executed, can go a long way.
