Great ideas deserve better entry points. Here's how we designed a content ecosystem for Simpliwise around the way people actually learn.

Pet parents already obsess over what goes into their pet’s bowl. The opportunity was to build a brand that did the homework for them — researching ingredients, reading labels and curating the shelf so they could spend less time choosing and more time enjoying their pets. We translated that role into a voice and visual world that was informed, affectionate and playful, without falling into the usual pet-speak clichés.

Sleep Internship is Wakefit’s annual property that turned sleep into a job worth applying for. By Season 4, the idea was well established; the challenge was to give it a fresh creative world and make the experience work harder across every touchpoint. We reimagined the property from launch to finale, building a system across its website, social, visual language, CRM, internship experience, content and Sleep-Off.

There is a difference between writing packaging copy and building a packaging narrative. Good copy solves today's pack. A narrative system solves every pack that comes after it. Instead of beginning every new SKU with a blank page, you begin with a world that already knows how to grow.

Children are ruthless consumers. They do not care about your brand story. They care about things they can discover, solve, make and share. That insight inspired FirstCub, a children's newspaper created for FirstClub and inspired by the joy of growing up with Telekids.

The Gonecase website had to explain a belief: if you are alive, you are creative. The challenge was building a digital experience that felt playful, philosophical, and credible all at once.

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.