Architected the brand positioning and go-to-market strategy for LOOKS, a premium line of executive backpacks and corporate gift sets. Directed the visual concept generation (Minimalist Luxury) and established the localized commercial pathways.
Impact: Bypassed traditional low-margin models to establish a high-ticket brand presence, aligning product aesthetics with target executive ICPs.
For Vänster Home GmbH, I engineered a high-end European e-commerce build designed to reflect modern architectural design and premium living space aesthetics. The goal was to establish strong brand authority through minimalist visual hierarchy, custom collection navigation, and high-converting storytelling.
I structured the homepage around a cohesive "Designed for..." campaign framework (covering Living, Dining, Lighting, and New Arrivals) to guide buyer intent seamlessly. To maximize user trust and clarity, I completely restructured the inventory data transforming long, cluttered supplier titles into refined product names paired with standardized technical specifications and lifestyle-focused features. This build demonstrates complete end-to-end e-commerce architecture, from editorial layouts down to conversion-focused product listings tailored for luxury retail shoppers.
Clean restructure from supplier titles to real product names, that step alone usually gets skipped. For a GmbH store selling into the rest of the EU, did you end up handling VAT-inclusive pricing per country through Shopify Markets, or did the client stick to one DE price shown everywhere?
Elaro Solar - From solar enquiry to a meaningful next step
Business: Elaro Solar | A small residential rooftop solar installer serving Pune, with a lean field team and a mix of homeowners who range from “I want solar now” to “I’m still comparing my options".
Location: Pune, India
Approach: Front door + follow-through
💯 The problem
For a homeowner, going solar starts with a simple question. For the installer, turning that interest into a real appointment means figuring out whether the home is serviceable, understanding what the homeowner actually needs, finding the right time, assigning the right specialist, and knowing what happens after the visit.
I wanted to remove that operational friction without building another generic booking form or another all-in-one solar CRM.
🧠 The solution
Elaro turns an uncertain solar enquiry into a structured, confirmed appointment, and keeps the work moving afterward.
The homeowner goes through a short, contextual assessment instead of a long form. Questions are introduced only when they change the next decision. Serviceability, home details, ownership, goals, and timing determine whether the customer gets :
- a home assessment
- a phone consultation, or
- a learning path.
The calendar is not just a list of available times. It uses a mechanism that considers technicians' capability, working hours, appointment duration, service area, scheduling buffers, and conflicts before confirming a slot.
On the owner side, the model is deliberately simple:
Customer → Home → Job → Appointment
That lets the team see the customer relationship, the work being done, and the appointment itself as separate but connected things. A completed appointment can create the next action instead of becoming a dead end.
🙌 The part I pushed further
I kept asking: what happens when this customer comes back months later?
Elaro remembers the home and the work associated with it. After phone verification, it can recognise a previously assessed home, reconnect the customer with the appropriate job, and let them move forward without repeating the entire process.
When the system isn't certain that it's the same home, it asks instead of guessing.
Elaro remembers the work that happened, not just the appointment that happened.
That also meant solving the underlying rules for matching homes, preventing duplicate open jobs, safely reopening previous work, and keeping the customer and owner experiences in sync.
🚀 How I approached it
The build started with competitor and workflow research rather than UI. Existing solar products already cover areas such as bill analysis, satellite roof design, proposals, and payments, while established intake flows can become lengthy and information-heavy.
So I deliberately focused on the layer before and around the appointment.
I mapped the journey, defined the system model and interaction rules, designed the visual system, considered accessibility across the experience, and then implemented and tested the product iteratively in Lovable.
🎉 What I built :
A complete customer-to-owner experience spanning:
Intelligent assessment → serviceability → appointment routing → constraint-based scheduling → specialist assignment → Jobs & Appointments → follow-through → returning customer → Home Memory → Solar Journey
Hard-Tools needed to strengthen its brand presence and turn its communication into a clearer, more consistent, and more professional expression of the business.
The project started with a central question: how can a tools and equipment brand communicate strength, reliability, and expertise without falling into the generic visual language of the category?
The strategy focused on three main objectives:
01 — Strengthen perceived value
Build a visual communication system that conveys solidity, quality, and authority, bringing the brand’s perceived professionalism closer to the level it aims to occupy in the market.
02 — Create consistency across communication
Develop a visual language that could work across different touchpoints — campaigns, commercial materials, social media, and promotional assets — while maintaining recognition and coherence.
03 — Turn products into brand communication
Rather than simply showcasing tools and products, the visual approach was designed to communicate the attributes behind the brand: performance, precision, durability, and reliability.
Based on this strategic direction, I developed the creative and visual direction and designed the communication materials, working across composition, hierarchy, typography, image treatment, identity application, and commercial layouts.