A Creative Director & Visual Strategist.
Portfolio
Branding
I believe every strong brand rests on three pillars: design that captivates, content that resonates, and a marketing-driven approach that ensures relevance. But real impact goes deeper that is into data, competitive insight, and thorough market research that transform creativity into strategy.
My work is about weaving these layers together, where imagination meets intelligence, and where brands are built not just to exist, but to thrive with clarity, presence, and purpose.
1
Even after more than a decade in design, building a brand identity from scratch continues to be the most fulfilling and inspiring part of the process.
The logo originated from the initials of the two founders and was initially kept under wraps, as they already had a visual concept in mind. Through consistent dialogue and exploration, I encouraged them to share the story behind the company’s name. Once the meaning and intent were understood, it became much easier to translate their imagination into a tangible visual identity.
Learning & Achievements: With my team, We didn’t just design a logo, we crafted an identity that spoke with clarity. The WordPress site carried only what mattered, stripped of excess, so the brand could breathe.
2
The cart page plays a crucial role in the conversion funnel, directly influencing both purchase completion and customer retention.
Our goal was to minimize drop-offs by optimizing the user experience and highlighting value-driven offers at the most decisive moment. By refining visual hierarchy, simplifying interactions, and placing strategic emphasis on trust signals and limited-time offers, we reduced sales leakage and encouraged users to complete their journey with confidence.
A detailed PowerPoint presentation was created to showcase how each client-defined offer fit within the cart page journey. It highlighted placement, hierarchy, and interaction flow, demonstrating how strategic positioning could improve engagement and reduce drop-offs. This helped the client visualise design intent and align user experience with business goals.
3
Many users were not redeeming offers or completing subscriptions due to unclear communication and complex processes. To address this challenge, a short video tutorial was conceptualized to simplify the journey and visually guide users through each step. Optimized to be under 10 seconds, the video maintained brand integrity while delivering clarity and engagement. This micro-content approach effectively educated users and reduced friction in the conversion process. The final video was deployed across both the brand’s platforms and social media channels, ensuring consistent communication and wider reach.
4
Challenge:
The Product Display Page continues to evolve, with visual and content representation playing a crucial role in driving conversions. For an overseas brand with limited budget and time, two distinct challenges emerged during production.
Case 1: Perfume Product Visualization
The perfume range needed to be showcased effectively within tight resource constraints. Products were photographed on a clean white background, and lifestyle imagery was later generated using AI tools. This approach balanced aesthetics and efficiency—delivering high-quality visuals that matched the brand tone without exceeding production limits.
Solution
Case 2: 3D Packaging Recreation
Another product’s packaging was damaged during transit, leaving no usable samples for photography. To resolve this, the product dimensions and packaging design were used to recreate a detailed 3D model. This ensured visual consistency across the PDP and maintained the brand’s presentation quality despite logistical setbacks.
Solution
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5
The service itself was the product, and the website was intentionally designed with minimal text to maintain simplicity and focus. This made visual storytelling a key element of communication. To translate the dense content into a clear, engaging experience, the process was reimagined through visuals—incorporating step-by-step flows, refined scripting, and a cohesive color palette. The result was a design that conveyed complex information effortlessly while keeping the overall layout clean, intuitive, and uncluttered.
6
The website follows a minimalist design, using large product visuals to highlight the artistry and detail of handcrafted jewellery. Built on Shopify, it retains the essence of the designer’s work—clean, soulful, and authentic. Only essential text is used, allowing the craftsmanship to speak for itself while ensuring a seamless, focused user experience.
