I spent years learning both halves of the job : the craft of identity and the business logic underneath it, first as a designer in India, then through Parsons' design strategy and business program in New York City.
What I actually do: I find the real problem, map the system around it, and then design a brand that's clear and impossible to ignore. In layman terms, I zoom whole picture, and zoom in to solve it.
I zoom out to understand systems. I zoom in to understand people.
I use research to uncover what's real, strategy to make sense of it, and design to create meaningful experiences — at the intersection of people, technology and society.
USERS
- Behaviours
- Needs
- Context
- Lived experiences
SYSTEMS
- Structures
- Relationships
- Incentives
- Ripple effects
RESEARCH
Ask
Listen
Observe
INSIGHT
Find
the signal
STRATEGY
Make
sense
EXPERIENCE
Turn it into
something
useful
A non-linear path, always growing.
Textiles
Where I learned to notice details.
Design Studios & Startups
Where I learned to move fast.
Deloitte
Where I learned to navigate scale.
New York
Where perspectives got bigger.
Parsons
Where I learned to question the system.
Now
Bringing it all together, and what excites me next.
My Strategic Design Toolkit
PREVIOUSLY ASSOCIATED WITH:
I travel, make things, collect stories and really like people.
