ThePrint wanted merchandise. We arrived with thirty ideas. Most got picked, many made it to production, and together they sparked a new collectibles vertical. More importantly, they changed how I think about creativity itself.

When Wakefit hired Kumbhkaran as Chief Sleep Officer, someone had to figure out what a mythological giant would post on LinkedIn. That someone was me.

An apple, a cashew, and a peppercorn entered a bar, and set it higher. A campaign for FirstClub taught me why you must always keep asking 'why' until the idea becomes simpler, not cleverer.

Public policy doesn't resolve contradictions. It holds them in productive friction. That's exactly the logic ICPP needed its brand identity to carry.

Exploring the thinking behind Plated, a LinkedIn newsletter conceptualized and written for FirstClub as a cultural publication rather than a marketing asset. The idea was simple: food is never just food. It is memory, ritual, nostalgia, identity, comfort, cinema, psychology, and conversation. So instead of creating another promotional newsletter filled with launches and announcements, why not build a richer relationship between brand and audience through storytelling.

Most brand identities are not invented from scratch. They are usually hiding inside conversations, behaviours, tensions, and the way people describe their work when they forget they are “branding.”

While working on the mango dessert range for FirstClub Cafe, we invented words like “crumbfounded” and “dailycious” because sometimes a fresh product deserves a vocabulary as playful as the dessert itself.

I worked on building an identity for an organisation trying to align governments, funders, and nonprofits toward population-scale impact. Somewhere between lost brainstorm notes, difficult creative decisions, and endless conversations, I learnt that good ideas matter far less than knowing which ones are worth building on.

A newsletter redesign for Ashish Dhawan’s The Convergence Foundation taught me that creativity isn’t making old things prettier. What began as a redesign exercise became a lesson in ego, instinct, and listening closely enough to hear what the work was actually asking for. Somewhere between tearing everything apart and rebuilding it, the newsletter found its voice… and, in some ways, so did I.

In partnership with SVP India Kolkata, I worked with grassroots NGOs to build digital identities that reflected the scale, clarity, and depth of their work. From narrative strategy to website design, the goal was simple: help important work sound as important as it truly is.