Prince
A Brand Designer who makes appealing visuals and strategies.
Starling Bank — Social Media Reimagining Self-Initiated · Brand Direction · Social Media Design
The Brief
A portfolio exercise with a real-world constraint: design social media assets for Starling Bank that feel native to their brand world while pushing the visual language further than their current content. Built from scratch, entirely speculative, with one clear goal — prove that the same creative thinking that builds culture brands can build fintech brands.
The Visual System
Starling's existing identity is built on purple, circles, and a tone of confident simplicity. Rather than ignoring that or overriding it, the exercise leaned into it and pushed it dimensionally. Concentric circles became the dominant compositional device across all three posts, creating depth, movement, and a sense of things orbiting a centre of gravity. The metaphor fits the product: everything moving around your money, smoothly, reliably, fast.
Photography was cut out and placed deliberately inside the composition rather than used as a background. The result is graphic and editorial at the same time. People holding the card, not modelling it. Confident, casual, in control.
The Three Posts
Each graphic tackled a different message without breaking the system. Speed and utility. Seamless experience. Product upgrade positioning. Three different emotional registers, one consistent visual identity. The copy did its job in a single line each time: "Send, receive and manage your money in seconds." "Enjoy seamless transactions without stress." "Ditch the old. Swipe the future." Short, direct, written to be read mid-scroll not studied.
The Lesson
A strong enough visual system makes every post feel inevitable. When the circle motif, the purple gradient, the cutout photography, and the one-line copy all pull in the same direction, the brand doesn't need to announce itself. It just is.
0
87
Citadel Health — Social Media Redesign Brand Direction · Social Media Design · Content System
The Brief
Citadel Health needed their social media presence to work harder. The existing identity wasn't communicating trust, clarity, or warmth at the speed social media demands. The redesign brief was to build a content system that felt medically credible without feeling cold, and approachable without feeling generic.
The Challenge
Healthcare is one of the hardest categories to design social content for. The margin for error on tone is almost zero. Too clinical and you lose the human. Too warm and you lose the authority. Every post has to do both simultaneously, in under three seconds of scroll time.
The System
Three content pillars, one consistent visual grammar.
A soft gradient blue palette anchored every post, referencing trust, cleanliness, and calm without leaning into the sterile whites of traditional medical branding. Typography stayed clean and weighted, large enough to read instantly, structured enough to communicate competence.
The numbered step format used across the online consultation post solved a specific problem: complex healthcare processes feel intimidating. Breaking them into four clear steps with a paired phone mockup made the service feel accessible and immediate. The same logic carried into the home nursing post and the women's health checklist, information that could overwhelm, presented simply enough to act on.
The Design Decisions
Every graphic was made from scratch. The layout system, the icon style, the photography treatment, the CTA button design, all built to work as a cohesive feed rather than individual posts. The goal was that someone landing on Citadel Health's profile would immediately read it as a brand, not a collection of content.
The Lesson
Good social media design in healthcare isn't about making medical information pretty. It is about reducing the distance between a person and the care they need. Every layout decision, every type choice, every photograph selected should make that distance feel smaller. That is the brief underneath every brief in this category.
1
113
Summer Afro Set — TheMontPep Episode 2 Direction · Creative Direction · Script · Visual Art
The Brief
TheMontPep needed its second episode. The first had established the format. This one needed to deepen it, give it a sense of place, a mood, and a reason to exist beyond just documenting a DJ set.
The Concept
It opens with a friend talking directly to camera. Frustrated by the heat. Wishing out loud they could be near a water stream, listening to afro music, just having fun. Then that's exactly what happens.
The fourth wall break was scripted. It wasn't a candid moment stumbled upon on the day. It was a deliberate narrative device that did three things at once: it made the viewer feel like they were already part of the group, it set up the location reveal as a payoff, and it gave the episode a reason for existing that went beyond "here is a DJ playing music outside." The wish became the premise. The water fountain in Dharamshala became the answer.
Why Afro Music in the Himalayas
The contrast was the concept. Afro rhythms against a mountain water stream in Himachal Pradesh is not an obvious combination. That unexpectedness is precisely what made it worth watching and worth sharing. It positioned TheMontPep not as a local music documentation account but as a curatorial voice willing to put genres in conversation with landscapes in ways nobody had thought to try.
The Role
Direction, creative direction, script, visual art, and collaboration with the videographer on the final product. Every frame, the location choice, the opening device, the mood, the edit direction — all came from the same creative vision held across the whole production.
What It Did for the Brand
The episode performed across every platform it was released on. The afro music and Himalayan setting combination became a talking point. But more importantly it contributed something structural to TheMontPep's identity: the outdoor series voice. A format where music, place, and a loosely scripted human moment come together to make something that feels spontaneous but is actually completely considered.
The Lesson
The best music content doesn't just document a performance. It builds a world around it. The Summer Afro Set worked because the viewer was invited in before the music even started. By the time the set dropped, they were already there with you.
0
107
Musical Marketplace 1.0 — TheMontPep Co-Creative Direction · Vision · Art Direction
The Brief
TheMontPep was launching something new. Not just an event, a format. A space where live DJ sets, a flea market, art, design, handmade goods, and community could exist on the same floor at the same time. Dakini House, McLeodganj. Five artists. One Sunday afternoon. The poster needed to communicate all of that without feeling like a notice board.
The Role
This was a collaboration with designer Chandsi. The contribution here was vision, referencing, and shaping the final creative direction. Not every great project is solo work. Knowing how to bring a creative vision into a collaboration, communicate it clearly, and push it to its best version is its own skill.
The Creative
The visual language earned its chaos. Hand-drawn lettering for the wordmark, crayon scribbles as texture, ripped paper borders, mismatched type sizes, film photography of the mountain crew sitting behind the title like a band poster from a zine. It looks like it was made by the same people who were going to be in the room that day. That was the point.
The second poster, the artist callout, kept the same visual world intact while shifting its message entirely. Same system, different purpose. It was recruiting makers, crafters, designers and homegrown brands into the community. The fact that both posters felt like siblings proved the visual identity had enough bones to stretch.
What Made 1.0 Different from 2.0
This was the founding document of the IP. There was no existing audience, no version history, no expectations to manage. The identity had to be invented from scratch and it had to feel like it had always existed. The scrappy, handmade energy wasn't a budget constraint. It was a brand decision. It said: this community makes things with their hands and that is something to be proud of.
The Lesson
The best IP identities feel like they were made by their own community, not designed for it. Musical Marketplace 1.0 worked because it looked exactly like the people it was trying to gather. When your audience sees themselves in the poster before they even read it, the work is already done.
0
101