Apple, Creative Direction

Alongside running my independent design practice, PulakB Design, I currently also contribute as an Associate Creative Director with Apple, leading and contributing to design initiatives across marketing, retail, and brand communications.

All work shown below is © Apple and is presented to represent my participation within the Apple Marcom India team. These projects are the result of close collaboration and collective effort across a multidisciplinary creative group at Apple India and Apple Worldwide.

Mac for students 2025

Mac for students 2025 was an Apple channel partner campaign, ideated and designed to engage with Indian students and their parents, to help promote the Macbook Air as the most viable computer to purchase as they enter their college era. As the Associate Creative Director, I was part of the team that ideated, conceptualized various approaches to solve for this challenge, and successfully visualized and executed the photography forward approach to the project. We worked closely with the photographers and Apple Worldwide team to create the hero visual used across all the executions. The campaign was a huge success, and was executed across airports, newspapers, channel partner stores, online ads, direct mailers and many more locations.

Apple’s New Store Opening, 2025

Apple announced its three new retail stores in 2025, Bengaluru, Pune and Noida. I worked closely with the worldwide creative leaders, retail leads, strategy teams, various Marcom India leads, as well as other creative partners like Colors And The Kids and Hogarth to help bring the Identity system for these new stores to life. Inspired by the national bird of India, the Peacock, the identity spanned across various executions in digital and print mediums, running as promotional communication to excite the people of the cities about the new Apple Store opening near them. The identity system was executed as animations, barricades, collateral for the Apple store staff, giveaways to first customers at the stores amongst many others. We worked hard with the printing partners to achieve the unique colours for these collateral, including the holographic foiling and printing on some of them.

Marcom’s Migration to Mumbai

Apple Marcom moved its core team’s offices from Gurgaon to Mumbai in 2026. As part of a fun, internal project, I participated in exploring an identity inspired by the historically significant Art Deco architecture found all across Bombay. While we didn’t take this direction forward in favour of another route, this exploration sits close to my heart as it was quite a lovely exploration to do.