Serendipity Arts is an not-for-profit organisation that works with artists from across the world by providing patronage and multiple platforms for the display of their work. One of their popular properties is Serendipity Arts Festival. I worked with SA to design their umbrella website to showcase all their work in a single place.

Desktop Interface Design

Mobile Interface Design

Seen below are the prototypes and layouts of the mobile version of the website. It keeps the core essence intact and works with the limitation of a smaller screen.

Another Exploration

Out of the many explorations that I did before the client shortlisted the above shown direction, I also liked the direction below. It works with the idea of larger than life photographs of artists’ work.

Chapter Vitamins is a tech firm based out of Gurgaon, India that whitelabels and customizes it’s proprietary app for various clients, who use it train and teach their employees. It’s gamified to a small degree, with employees earning points/coins for every topic they learn and course they finish, as assigned by their employer.

I worked with them to re-design their app, bringing it up to date with modern design language as well as solve for various User experience and interface issues.

Audit of the old app

The very first step of the process was to do an audit of the existing app. The following problem areas were recognized:

• The ill-designed navigation repeats the same content multiple times, navigating the user through various inefficient ways to the same end content.
• The visual design of the app needed a serious overhaul.
• The typography system was non-existent, so a new system needed to be designed.
• User flow needed a clear objective, which was not done well in the existing app.
• The onboarding process didn’t help onboard the user, leading to confusion in first time users.

Seen below are the slides from the questionnaire session with the client on the existing screens.

Wireframing and User flow

After having clarity on the problems areas to address in the app design, I first made a detailed wireframe of the whole app structure, clearly charting out the user flow pathways as well as establishing hierarchy of various elements and giving a consistent structure to the app. Some notable interventions were:

• Introduction of a persistent bottom navigation bar to help the user go around the app efficiently.
• Establishment of typographical and visual element hierarchy
• Deploying a card based design system to help keep it modular and easily adaptable to various clients.
• Overhauled search experience and leaderboard design.

Initial explorations with Motion UI

After having approvals on the wireframe for the app, I designed some of the screens in the app based on the wireframe. I also designed motion based UI animations on the screens to give a sense of context and transition between various screens. This also gave the client an understanding of how the app works in various sections.

App final UI, New User

Based on the discussion on the Motion UI of some of the app screens, the client suggested to split the user flow in two parts. Part 1 is where a new user signs up on the app and the organisation gives a gamified, pre-defined learning experience to the new user. This flow doesn’t require a lot of navigation around the app, but pushes the user to finish this initial exercise before the whole app can be opened up for them.

Another change was in the visual style of the app. Chapter vitamins whitelabels this app to various other companies, adapting it to different themes and concepts. One of the popular ones is the ‘Space theme’, upon which this version was to be built from now onwards. So I designed the illustrations, colours etc. based on the same.

App final UI, Existing User

Once the user has been through the orientation flow, they are introduced to the full, detailed app where they can do all the other courses that their company has planned for them. Seen below are the screens for this ‘existing user flow’.

Eat Safe is an idea (by Chuk) that inspires people to think about food consumption and it’s impact on health, environment and relationships from a fresh perspective. People today are ever more conscious of what they consume, how they consume it and what is the consequence of their habits. Eat Safe will be the platform for people to share their ideas, opinions, techniques and beliefs around food consumption, recycling, environmental protection etc.

Eat Safe will strive to provide a fresh perspective on how consumption, whether food or products, is perceived, from a cultural, environmental, personal, business, health perspective, and more. Eat Safe will venture into digital platform via a website, social media channels as well as print via advertisements, magazine collaborations and more.

I worked with the client to design an identity and visual language that can work with the above brief for the brand. The tone of voice is Friendly, Non-Intimidating, Casual yet Authoritative, Colourful, Food Inclusive and Clever.

Yash Pakka is a 40 year old paper manufacturing company that has pivoted towards products that are completely compostable, help reduce the impact on the environment by a big margin and has been doing extensive innovation in the disposable tableware industry, using environment friendly materials. I worked with them to design the interface and experience for their internal Task Manager tool.

Interface Design

Following are the previews of screen interface designs seen above in the motion prototype. The structure of the app has the Teams > Projects > Tasks as the hierarchy. People can be assigned to various teams, limited to certain projects and view their pending tasks as well. The sidebar remains as a fixed element with the right side scrolling vertically.

Jade Forest is a new premium brand that makes refreshing and delicious drinks. The beverages are made with natural ingredients with a focus on low calories and sugar content without sacrificing on taste.

I worked with the founders of the brand to explore how a redesigned branding + packaging approach can help their brand grow. Unfortunately, due to unforeseen circumstances, the project was shelved. Here are the explorations that were done during the course of the project.

Logo Design

When it comes to the name of the brand, Jade Forest, few keywords come to mind:
–Gemstone, cuts, precious, premium
–Density, high contrast, lots of similar elements
–Bold, triangles, polygons, sharp shapes
–Distinct, different, stands out, confident

The logo for Jade Forest is a representation of the above, to bring together these keywords when seen. The logotype is deliberately simple, distinct from the competition, bold, confident. It will stand out in the sea of similar looking brands. It also encompasses all the core ethos of the brand as well as allows vast room for the brand to expand in a variety of product categories in future.

Packaging Direction 1

This direction pushes the idea of Jade Forest being a Gem of a brand way ahead. With a focus on shelf distinction in retail, a unique design language in comparison to competitors as well as to establish itself as a bold, major player in the space, this direction makes use of high contrast, gem like forms as
repeating patterns. Modern-Tribal approach would best describe this direction.

The communication strategy focuses on the brand communicating honestly to the audience. ‘Honestly’, a common way of talking about one’s honest feelings, becomes the primary communication tool on various collateral. The tone of voice is simple, straight forward, witty and honest.

Packaging Direction 2

This direction works on the same premise as the first direction, but approaches it very differently. With an intention to establish a premium-craft-feel to the design language as well as strong distinction in the shelves, this direction uses hand-lettering as key typography technique along with gemstone-based patterns for different product lines.

Packaging Direction 3

This direction has a much simpler approach to the design of Jade Forest products and communication. The visual design still keeps the keywords in mind, but applies them in a simpler, bolder, cleaner fashion.

Since the visual design is really simple, the communication campaign needs to be very distinct, needs to stand out from traditional advertising in the space and speak directly to the young audience we’re targeting. The way this direction achieves that is through a tagline: ‘Always a good time for Jade Forest’. This tagline works hand-in-hand with thought provoking, subtly-surreal photography to tell people that no matter what you’re upto, it’s always a good time to have a Jade Forest beverage.

The photographs used here are not used for any commercial purposes, but only to visualize a concept. The copyrights of these photos belong to the respective photographers.

Friendlycrafted is a new appareal brand from Netherlands that aims to make cool and creative T-shirts and Hoodies for 13 to 20 year olds. Their goal is to make premium quality garments for a friendly price. The brand aims to add more products beyond Tshirts like socks, trousers etc. in future. I worked with them to design their logo and few Tshirts for a new collection coming out later this year.

Logo Design

Some keywords to associate the brand’s values with are:

• Friendly, approachable
• Hands-on, experimental
• Cool and young
• Craftsmanship

The logo design direction focuses on creating a very unique aesthetic. The upstairs moving typography helps create a unique identity that is unlike anything else out there. Aesthetic and readability are well balanced in this direction, and due to the young and hip target audience that is open to cutting edge art and experimentation, this logo flies. It has been customized for better legibility and is built upon on a typeface by Indian Type Foundry.

Tshirt Design

From the various ideas discussed with the client, they liked the idea of having fun illustrations based on fruits the most interesting. I made three options for them to start out with, with the possibility of making more in future collections.

Chapter Vitamins is a tech firm based out of Gurgaon, India that whitelabels and customizes it’s proprietary app for various clients, who use it train and teach their employees. It’s gamified to a small degree, with employees earning points/coins for every topic they learn and course they finish, as assigned by their employer.

I worked with them to design their desktop app with a modern design language as well as solve for various User experience and interface issues. The mobile version can be seen here

Interface Design

Following are the previews of screen interface designs seen in the motion prototype. The desktop app has a fixed sidebar on the left, with the right side scrolling vertically. The onboarding screens help acclimatize the user to the interface approach and leads them to the homepage. The home page allows for quick access to various parts of the app in a single place. Dashboard allows the managers to track various statistics of employees under various zones, states, teams etc.

Courses begin with categories, that open up to reveal sub-categories. Clicking on a sub-category leads you to the courses page with modules and materials displayed.

PTC manufactures high precision, high quality cast metal components for critical and super critical applications across the world. It supplies value engineering solutions for industrial applications and is also now beginning to supply critical components for applications in defence and aerospace. The idea of the branding exercise was to create an all-encompassing brand identity for PTC Industries Limited and all of its initiatives, whether they are subsidiaries, business verticals or technologies. This brand identity needed to reflect the vision of the company which is focused on innovation, disruption and being a technologically advanced company. 

I evolved their existing logo for a better, modern structure, and designed a whole new visual language for the brand, which seamlessly applied itself across various collateral and also reflected the brand’s core vision.

Yash Pakka is a 40 year old paper manufacturing company that has pivoted towards products that are completely compostable, help reduce the impact on the environment by a big margin and has been doing extensive innovation in the disposable tableware industry, using environment friendly materials. I worked with them to design the interface and experience for their internal Dealer/customer portal.

Interface Design

The app primarily has 3 sections: Dashboard, Orders and Accounts. Dashboard gives you an overview of all the information you need to keep track of, Orders allows you to place new orders and check the status and history of the orders, accounts lets you download ledger and see invoices.

Design Habit provides Innovative, customized and context-specific spatial communication solutions which embed unparalleled value into the vision of a project.

Design Habit has developed a new, coherent language in Indian design, strongly rooted in Indian culture and traditions, yet contemporary and global in its outlook, by integrating diverse fields of design with rigorous research and a narrative-based, multidisciplinary approach. Designing experiential storytelling spaces which are immersive, emotional, entertaining and educational is, Design Habit believes, the future.

I worked with the studio to explore how a redesigned branding approach can help their studio communicate better to their audience. Unfortunately the project was shelved by the client. Here are the explorations that were done during the course of the project.

Direction 1

Talking about Design Habit, few keywords exemplify the brand’s personality:
–Bold, Confident, Authoritative
–Modern, Experienced

The logo for Design Habit is a representation of the above, to bring together these keywords when seen.

Direction 2

This direction uses the very recognisable part of the Design Habit studio, the Sunrise Door, as a secondary graphic element. The logo tries to retain the strong confidence that the studio carries and adds a hint of freshness to it.

Direction 3

This direction pushes forward the idea of flexibility, while being humble and contemporary in it’s typographic treatment, using colours that are relatable to India (Indigo and turmeric).

The visual language also plays with the notion of forming a ‘Habit’ by the act of deliberate repitition.

Direction 4

This direction interprets the idea of flexibility in a different way, where the studio plays with the duality of practicing design in it’s field of strict guidelines and rules as well as creative flexibility within the same structure. The typography is chosen to evoke a familiarity with contemporary Indian forms and the colour palette relates to the young, contemporary energy that the studio has.

Direction 5

This direction interprets the idea of flexibility in yet another way, purely by use of typography. The ability to be able to change depending on the need is reflected through the studio’s logo as well as the applications, where it keeps changing itself on use.