I build brand identities and systems designed to work, evolve, and scale.
I’m a creative leader and design practitioner connecting strategy, storytelling, and design to build cohesive brand worlds across digital, physical, and experiential touchpoints.
With 18+ years across global brand consultancies and in-house teams, from startups to IBM, I bring both agency and organizational perspectives to my work. Most recently, as VP Brand at VaxCare, I built and led an in-house brand practice, shaping the brand across identity, digital, storytelling, and experiences.
I’m also the founder of ThinkSprig™, a creative learning venture that started with designing hands-on experiences for children and is exploring how to foster curiosity, imagination, experimentation, and independent thinking across ages and contexts.
EXPERTISE
Brand Identity & Evolution
Brand Systems
Creative Direction
Brand Strategy & Storytelling
APPROACH
Strategy meets storytelling and design
I connect strategic thinking with creative direction and hands-on design, translating complex ideas into clear, compelling brand expressions
PERSPECTIVE
Thinking beyond the identity
Having worked across industries, from complex B2B and technology organizations to consumer brands, I bring a broad perspective to identity design.
My experience spans corporate brand communications, digital platforms, packaging, environments, and immersive experiences. That breadth informs how I build brand systems — with the flexibility and depth to translate across different mediums, contexts, and audiences.
INDUSTRIES
Enterprise Technology
B2B SaaS
Healthcare & HealthTech
Financial Services
Consumer Brands
Real Estate
Hospitality
CLIENTS & ORGANIZATIONS
IBM
VaxCare
CRKT
Nike
Randori
Raytheon
FloQast
Nestlé
Abbott
Shangri-La
Asian Paints
Welspun
Additional work and my résumé are available upon request.
An evolving AI practice
I’m integrating AI into my creative practice across research, exploration, and visual development—testing and refining workflows through real projects. I’m particularly interested in connecting context, exploration, judgment, and learning into more effective creative processes, and developing approaches that can scale across teams.
Get in touch to know more →
Work Experience
