Introduction
As a designer and as an Art Director I have, over the years, worked for several reputed national and international brands. From conceptualising, designing, and prototyping profits to curating brand experiences, I have worked across several projects including ad campaigns, websites, user interfaces, brand and visual identity guidelines, apps, product packaging, concept designs, and mentoring talent. As an Art Director, I have taken on increasing levels of responsibility and have proven success in designing and managing campaigns that built engaging and enduring relationships with a diverse set of audiences.
Work Profile
Design Manager, Creative Services - Amazon
Nov 2014 - Present
Hired by Amazon Creative Services/D1 team (Amazon’s internal creative agency. A part of Global Integrated Marketing team) to develop design processes and methodologies for the region, develop skill sets. Was responsible for the initiation of key quality analysis metrics to better streamline the design flow and process and increase user engagement. Played a key role in ensuring collaboration and streamlined access to various internal and external creative teams including marketing, creative, producers, copy-writers, directors, etc. Was a key member of the hiring team that Source-out, Shortlist and Interview potential candidates for Amazon Creative Services
Sr. Art Director - Ogilvy & Mather
Jan 2014 - Nov 2014
Hired by Ogilvy & Mather, Bangalore to conceptualise and create ideas, design process flows, and other creatives (both online and offline) for their clients. Built a multidisciplinary collaboration at a very fast pace, deadline driven environment, working closely with advertising directors, editorial, and production teams. Worked on POS, merchandising, press, outdoor, DM, brochures and digital. Art Directed and designed digital and offline promotional materials including outdoor and print. Undertook 360-degree marketing campaigns featured on social media and was involved in all phases of creative projects from concept to execution.
Sr. Art Director - Saatchi & Saatchi
Jun 2013 - Dec 2013
Hired to develop and art direct advanced visual concepts, themes, and comps for high-impact deliverables and assets.
Lead the development of creative concepts for B2B clients and develop design strategies that align with brand values. Developed clear, concise branding messages by working with the account and strategy teams, copywriters, and the production teams. Drove customer-focused design language in creative briefs, provide art direction for the entire line of online services, and Initiate and lead creative sessions to kick-off projects. Ensured creative quality, consistency, and cohesiveness across all creative executions and continually elevate and innovate custom client solutions that cement the company as a leader in the space
Sr. Executive, Design - Cafe Coffee Day
Jun 2010 - Jun 2013
Hired to work closely with the internal teams to generate and create brand promotional ideas that create and sustain long-term engagement while also matching the business objectives of the organisation. Was responsible for coming up with original creative ideas, including illustrations and infographics. Was responsible for pre and post production quality checks.
Managed and directed photo shoots on time and to budget. Conceptualised, visualised and designed websites, UI for Apps, Marketing collaterals and Brand Identity.
And a few more organisations from Bangalore and Mumbai...
Oct 2005 onwards
Academics
Category launches - Amazon India
Client: Amazon
Year: 2015 - 2016
Amazon launched three new categories in 2016. Automotive, Furniture and BISS (Business Industrial and Scientific Supplies)
Design Goals
To showcase the launch of Automotive category. The main emphasis was to ensure the wide range of products featured under this category.
A category launch to showcase the selection (India’s Largest Online Furniture Store) across product categories of Furniture to the customer.
Launch BISS Category on Amazon.in
Process
The store was mostly with the wdgets and helped the launch with the multiple GW assets and ingress points. Hence it was the time we were testing the New GW, main graphics has two design options.
Planned, Desinged and implemented launch of Furniture Category in Amazon.in.
60+ Large Assets were implemented in a Span of 1 week for the launch of new category - Furniture’s
Planned, Desinged and implemented launch of BISS Category in Amazon.in.
Created the store and GW creatives, worked along with the agency to create all launch graphics.
Results
We tried out two different graphics on new GW & old GW, based on metrics – the new GW graphic which was more visual in nature received more clicks per 1000 impressions.
The store was instrumental in enabling selection discovery and laying the browse and navigation path. It also was the front to communicate to the customer about category nuances – delivery, warranty, installation promises, product category awareness creation and brand callouts.
The category which is essentially a B2B on B2C platform has done well in terms of CTR
which are as per benchmarks and continues to grow steadily in terms of impressions and CTR’s.
Metrics Calculated – Since Launch ( 16th Sept – Till Date)
