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Designer by Day
Artist by Night
Work
Kraftwerk Berlin - Brand Identity
Context:
A former East Berlin power plant built 1961, silenced 1997 that survived division, reunification, and reinvention to become 8,000m² of cultural space. Electronic music. Sound art. Fashion weeks. Immersive exhibitions. Its visual identity communicated none of that. This is the identity it should have had.
Concept and Development:
The mark is a diagram of the building. Three horizontal rows. Three levels. Three diamond voids marking the transitional points between each floor. The chamfered geometry references the industrial architecture of the turbine hall. The mark doesn't represent Kraftwerk Berlin - it is Kraftwerk Berlin.
Process and Insight:
The colour system has no fixed palette. Each event gets one colour. The building provides the structure. The programming provides the colour. Five states of being inside the building - never used all at once, except on the closing night, when every rule breaks.
Creative Direction:
Nie abgeschaltet. Never switched off.
Build an identity that comes from the building not one applied to it. Every mark, colour, and typographic decision traceable back to the architecture, the history, or the experience of being inside.
Outcome:
Complete brand identity system - logo, colour system, typography, eleven-poster system across three event categories, billboard design, environmental applications, and social media system. One visual language. Eleven completely different emotional registers.
Speculative project. The building is real. The history is real. The identity should have been.
A former East Berlin power plant built 1961, silenced 1997 that survived division, reunification, and reinvention to become 8,000m² of cultural space. Electronic music. Sound art. Fashion weeks. Immersive exhibitions. Its visual identity communicated none of that. This is the identity it should have had.
Concept and Development:
The mark is a diagram of the building. Three horizontal rows. Three levels. Three diamond voids marking the transitional points between each floor. The chamfered geometry references the industrial architecture of the turbine hall. The mark doesn't represent Kraftwerk Berlin - it is Kraftwerk Berlin.
Process and Insight:
The colour system has no fixed palette. Each event gets one colour. The building provides the structure. The programming provides the colour. Five states of being inside the building - never used all at once, except on the closing night, when every rule breaks.
Creative Direction:
Nie abgeschaltet. Never switched off.
Build an identity that comes from the building not one applied to it. Every mark, colour, and typographic decision traceable back to the architecture, the history, or the experience of being inside.
Outcome:
Complete brand identity system - logo, colour system, typography, eleven-poster system across three event categories, billboard design, environmental applications, and social media system. One visual language. Eleven completely different emotional registers.
Speculative project. The building is real. The history is real. The identity should have been.
Kōr Klub - Brand Identity
Context:
Fitness in Hyderabad means one thing heavy weights, sweat, and masculinity. Kōr Klub was built to challenge that. A third space where movement meets design, and rhythm becomes experience. Competing against world-famous pilates and barre brands, Kōr Klub needed an identity that could hold its own globally while solving a deeply local cultural problem: giving people especially working professionals and families permission to find balance between physical and emotional wellbeing.
The name itself came from this project. Kōr-core, the centre of everything was my suggestion to the client. They took it.
Responsibilities:
Full brand identity and naming strategy from naming rationale through to logo system, colour palette, typography, and brand application across a multi-brand ecosystem including a smoothie brand, accessories line, and sauna concept.
Concept and Development:
Kōr Klub is imagined as more than a studio it's a third space, where movement, design, and emotion flow together. Every curve, texture, and visual decision was crafted to mirror the rhythm of breath and the fluidity of motion. The identity needed to carry that feeling across every sub-brand and touchpoint without losing coherence.
The visual language had to be simultaneously warm and structured soft enough to welcome the emotionally exhausted professional, strong enough to signal physical transformation. No clinical whites, no aggressive neons. Something in between, and more considered than either.
Process and Insight:
The cultural insight drove every decision. In a city where fitness culture is dominated by gym masculinity, Kōr Klub's identity had to consciously subvert that without alienating it. The mark needed movement without aggression. The typography needed to feel both grounded and fluid. The system needed to flex across a smoothie bar, a sauna, accessories, and a movement studio without fracturing.
Designed in collaboration with House of Ruya, the spatial and brand identity were developed in parallel the scent in the air, the touch of natural materials, the warmth of light, and the visual language all working as one cohesive experience.
Creative Direction:
Where movement meets design. A brand that belongs in a GP's waiting room, a barre class, a sauna, and a smoothie bar simultaneously and feels completely at home in all four.
Outcome:
Complete brand identity system naming, primary logo, logo variants, colour palette, typography system, and application across the Kōr Klub ecosystem of sub-brands and physical spaces. A brand built to compete globally, designed locally.
Fitness in Hyderabad means one thing heavy weights, sweat, and masculinity. Kōr Klub was built to challenge that. A third space where movement meets design, and rhythm becomes experience. Competing against world-famous pilates and barre brands, Kōr Klub needed an identity that could hold its own globally while solving a deeply local cultural problem: giving people especially working professionals and families permission to find balance between physical and emotional wellbeing.
The name itself came from this project. Kōr-core, the centre of everything was my suggestion to the client. They took it.
Responsibilities:
Full brand identity and naming strategy from naming rationale through to logo system, colour palette, typography, and brand application across a multi-brand ecosystem including a smoothie brand, accessories line, and sauna concept.
Concept and Development:
Kōr Klub is imagined as more than a studio it's a third space, where movement, design, and emotion flow together. Every curve, texture, and visual decision was crafted to mirror the rhythm of breath and the fluidity of motion. The identity needed to carry that feeling across every sub-brand and touchpoint without losing coherence.
The visual language had to be simultaneously warm and structured soft enough to welcome the emotionally exhausted professional, strong enough to signal physical transformation. No clinical whites, no aggressive neons. Something in between, and more considered than either.
Process and Insight:
The cultural insight drove every decision. In a city where fitness culture is dominated by gym masculinity, Kōr Klub's identity had to consciously subvert that without alienating it. The mark needed movement without aggression. The typography needed to feel both grounded and fluid. The system needed to flex across a smoothie bar, a sauna, accessories, and a movement studio without fracturing.
Designed in collaboration with House of Ruya, the spatial and brand identity were developed in parallel the scent in the air, the touch of natural materials, the warmth of light, and the visual language all working as one cohesive experience.
Creative Direction:
Where movement meets design. A brand that belongs in a GP's waiting room, a barre class, a sauna, and a smoothie bar simultaneously and feels completely at home in all four.
Outcome:
Complete brand identity system naming, primary logo, logo variants, colour palette, typography system, and application across the Kōr Klub ecosystem of sub-brands and physical spaces. A brand built to compete globally, designed locally.
OwlMinds - Brand Identity
Context:
A first-of-its-kind edtech platform preparing kids aged 8–10 for life not just exams. OwlMinds combines Officer-Like Qualities from elite Armed Forces training with AI literacy, financial education, and entrepreneurship. The challenge: make something serious feel playful. Make something for children feel credible to parents. Make a leadership platform feel like an adventure. One more constraint - 10 days. Brief to final delivery. No room for hesitation.
Concept and Development:
The owl universally understood as wisdom. But not a generic owl. A structured, geometric mark built with the same precision as the curriculum itself. Every line considered. Every curve purposeful. A mark that works at app icon size and at billboard scale simultaneously.
The colour system did the heavy lifting across two audiences purple for wisdom, trust, and ambition; orange for energy, creativity, and action. Premium enough for parents. Warm enough for children. Both served by the same palette.
Process and Insight:
Ten days forced every decision to be right the first time. No revision cycles, no exploration for exploration's sake. The logo sketches went straight from hand to screen the constraints of urgency produced a cleaner result than a six-week process might have. Sometimes a deadline is a brief.
Creative Direction:
Wise enough for parents to trust. Bright enough for kids to love. Bold enough to stand for something real.
Outcome:
Complete brand identity system delivered in 10 days logo, colour system, typography, brand guidelines, digital applications, social media templates, and marketing collateral. A brand that launched OwlMinds into market ready to compete with established edtech platforms from day one. Zero compromises on quality.
A first-of-its-kind edtech platform preparing kids aged 8–10 for life not just exams. OwlMinds combines Officer-Like Qualities from elite Armed Forces training with AI literacy, financial education, and entrepreneurship. The challenge: make something serious feel playful. Make something for children feel credible to parents. Make a leadership platform feel like an adventure. One more constraint - 10 days. Brief to final delivery. No room for hesitation.
Concept and Development:
The owl universally understood as wisdom. But not a generic owl. A structured, geometric mark built with the same precision as the curriculum itself. Every line considered. Every curve purposeful. A mark that works at app icon size and at billboard scale simultaneously.
The colour system did the heavy lifting across two audiences purple for wisdom, trust, and ambition; orange for energy, creativity, and action. Premium enough for parents. Warm enough for children. Both served by the same palette.
Process and Insight:
Ten days forced every decision to be right the first time. No revision cycles, no exploration for exploration's sake. The logo sketches went straight from hand to screen the constraints of urgency produced a cleaner result than a six-week process might have. Sometimes a deadline is a brief.
Creative Direction:
Wise enough for parents to trust. Bright enough for kids to love. Bold enough to stand for something real.
Outcome:
Complete brand identity system delivered in 10 days logo, colour system, typography, brand guidelines, digital applications, social media templates, and marketing collateral. A brand that launched OwlMinds into market ready to compete with established edtech platforms from day one. Zero compromises on quality.
Dusk - Brand Identity
Context:
A streetwear brand identity built from scratch around one idea the tension between light and dark. No existing visual language, no reference point beyond a name and a direction. The project gained 400+ appreciations and 6,000+ views on Behance, and the digital rights were commercially acquired by a buyer in 2025.
Responsibilities:
My responsibilities covered the full scope of brand identity from initial concept and logo development through to the complete visual system. This included the primary logotype, alternate marks, colour palette, typography selection, spacing and usage rules, and application across apparel, tags, packaging, and digital formats. Every design decision was made and executed independently, from first sketch to final production-ready file.
Concept and Development:
The central idea behind Dusk came from the name itself. Dusk is a threshold not quite day, not quite night. That tension became the visual idea. The identity needed to feel raw without being chaotic, premium without being cold. I explored how contrast could be built into the system at every level: in the weight of the letterforms, the balance of the colour palette, the relationship between the mark and the negative space around it.
Process and Insight:
The logo went through multiple rounds of refinement to find the right proportion and weight. What looks simple in the final mark involved a significant amount of iteration testing how the logo scaled across contexts, how it sat on fabric, how it read at small sizes on digital screens. Streetwear branding lives and dies by how the mark behaves in the real world, not just on a presentation slide.
Creative Direction and Brand Evolution:
The supporting visual system how the mark scales, how elements sit on a page, how the colour palette shifts across light and dark applications was designed to give the brand flexibility without losing its character. The goal was a system that could grow with the brand: consistent enough to build recognition, open enough to evolve.
Outcome:
A complete brand identity system including the primary logo, alternate marks, colour palette, typography guidelines, and application mockups across clothing labels, packaging, and digital brand touchpoints. The project demonstrated how a considered identity system can give a brand immediate presence and long-term coherence from day one.
A streetwear brand identity built from scratch around one idea the tension between light and dark. No existing visual language, no reference point beyond a name and a direction. The project gained 400+ appreciations and 6,000+ views on Behance, and the digital rights were commercially acquired by a buyer in 2025.
Responsibilities:
My responsibilities covered the full scope of brand identity from initial concept and logo development through to the complete visual system. This included the primary logotype, alternate marks, colour palette, typography selection, spacing and usage rules, and application across apparel, tags, packaging, and digital formats. Every design decision was made and executed independently, from first sketch to final production-ready file.
Concept and Development:
The central idea behind Dusk came from the name itself. Dusk is a threshold not quite day, not quite night. That tension became the visual idea. The identity needed to feel raw without being chaotic, premium without being cold. I explored how contrast could be built into the system at every level: in the weight of the letterforms, the balance of the colour palette, the relationship between the mark and the negative space around it.
Process and Insight:
The logo went through multiple rounds of refinement to find the right proportion and weight. What looks simple in the final mark involved a significant amount of iteration testing how the logo scaled across contexts, how it sat on fabric, how it read at small sizes on digital screens. Streetwear branding lives and dies by how the mark behaves in the real world, not just on a presentation slide.
Creative Direction and Brand Evolution:
The supporting visual system how the mark scales, how elements sit on a page, how the colour palette shifts across light and dark applications was designed to give the brand flexibility without losing its character. The goal was a system that could grow with the brand: consistent enough to build recognition, open enough to evolve.
Outcome:
A complete brand identity system including the primary logo, alternate marks, colour palette, typography guidelines, and application mockups across clothing labels, packaging, and digital brand touchpoints. The project demonstrated how a considered identity system can give a brand immediate presence and long-term coherence from day one.
Abso Essentials - Packaging & Brand Identity
Context:
A skincare and haircare brand entering the D2C beauty market where packaging is the product's first conversation with its buyer. The identity had to communicate purity and effectiveness across both categories without feeling generic.
Responsibilities:
Complete packaging design across the skincare and haircare product range, label design, brand identity system, and visual guidelines for consistent application across SKUs and digital touchpoints.
Concept and Development:
The visual language was built on restraint clean palette, deliberate whitespace, typography that earns trust without shouting. Not another loud D2C brand fighting for attention with saturated colour and bold claims.
Process and Insight:
Every label element ingredient hierarchy, brand mark placement, finish direction was considered in the context of how the product sits on shelf and in a consumer's hand. The packaging had to work as hard as the product inside it.
Creative Direction:
Quiet confidence. The design communicates without decoration. Each decision served the consumer experience first, the aesthetic second.
Outcome:
Full packaging design, label design, brand identity system, and visual guidelines print-ready and applied consistently across the skincare and haircare range.
A skincare and haircare brand entering the D2C beauty market where packaging is the product's first conversation with its buyer. The identity had to communicate purity and effectiveness across both categories without feeling generic.
Responsibilities:
Complete packaging design across the skincare and haircare product range, label design, brand identity system, and visual guidelines for consistent application across SKUs and digital touchpoints.
Concept and Development:
The visual language was built on restraint clean palette, deliberate whitespace, typography that earns trust without shouting. Not another loud D2C brand fighting for attention with saturated colour and bold claims.
Process and Insight:
Every label element ingredient hierarchy, brand mark placement, finish direction was considered in the context of how the product sits on shelf and in a consumer's hand. The packaging had to work as hard as the product inside it.
Creative Direction:
Quiet confidence. The design communicates without decoration. Each decision served the consumer experience first, the aesthetic second.
Outcome:
Full packaging design, label design, brand identity system, and visual guidelines print-ready and applied consistently across the skincare and haircare range.
Still Here - A Self-Initiated Campaign
Context:
Treat the rejection-cycle of job hunting as the "client problem," and the posters as the campaign solution. The objective becomes something like: maintain visibility and brand presence during a prolonged job search through daily, consistent, emotionally resonant content.
Treat the rejection-cycle of job hunting as the "client problem," and the posters as the campaign solution. The objective becomes something like: maintain visibility and brand presence during a prolonged job search through daily, consistent, emotionally resonant content.
Eminem - Reimagined
Context:
Nobody asked me to make these. Eminem got me into design before I knew design was a thing. I grew up studying those covers obsessively trying to understand why they hit the way they did. So I redesigned them. Not to fix them. To understand them.
Process:
No brief. No client. Just me, Photoshop, and too many hours thinking about why a typeface feels like a knife.
Outcome:
5 album covers. One ongoing obsession. Fan art personal project.
Nobody asked me to make these. Eminem got me into design before I knew design was a thing. I grew up studying those covers obsessively trying to understand why they hit the way they did. So I redesigned them. Not to fix them. To understand them.
Process:
No brief. No client. Just me, Photoshop, and too many hours thinking about why a typeface feels like a knife.
Outcome:
5 album covers. One ongoing obsession. Fan art personal project.
Film Posters
Context:
I watch films the way designers look at logos frame by frame, asking why everything is where it is. These posters are conversations with films I love. American Psycho. There Will Be Blood. Memories of Murder. Nosferatu. Each one is me asking what would I do if this was my brief?
Process:
No client. No revisions. Every colour, texture, and type choice is an attempt to translate feeling into image.
I watch films the way designers look at logos frame by frame, asking why everything is where it is. These posters are conversations with films I love. American Psycho. There Will Be Blood. Memories of Murder. Nosferatu. Each one is me asking what would I do if this was my brief?
Process:
No client. No revisions. Every colour, texture, and type choice is an attempt to translate feeling into image.
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