Prince
A Brand Designer who makes appealing visuals and strategies.
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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.
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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.
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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.
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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.
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Lifafa — Fan Poster Self-Initiated · Art Direction · Graphic Design
This was made for no one. No brief, no client, no deadline. Lifafa, the project of Suryakant Sawhney, makes music that sits at the intersection of retro Hindi film samples and modern surreal electronics. It is nostalgic and disorienting at the same time. This poster was an attempt to make something that felt the same way.
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Here it is:
Citadel Health — Met Gala Campaign Concept · Art Direction · Copywriting · Social Media Design
The Brief
Citadel Health wanted to show up around Met Gala season in a way that felt culturally relevant without being forced. The brief was open: make something that rides the cultural moment and connects it back to health insurance. No further direction. The concept, the characters, the names, all of it came from scratch.
The Idea
If the Met Gala had a dress code for your organs, what would they wear?
Three characters. Three organs. Each one a celebrity pun built on what that organ actually does. The Heart became Cardi B.P., fully covered for heartbreaks, high BP, and drama on the red carpet. The Liver became The Liver Kingpin, filtering toxins and serving looks. The Brain became the glitter-gowned clipboard carrier, filing faster than your adjuster.
The concept worked because it earned its joke. Every character name had a functional double meaning. Cardi B.P. isn't just a pun, it is a product message. High BP coverage, drama, heartbreaks. The copy delivered the insurance brief inside the laugh.
Why This Was the Right Creative Direction
Healthcare brands default to two modes on social media: earnest information or soft emotional storytelling. Both are safe. Neither cuts through on a day when every brand is trying to attach itself to the Met Gala conversation.
Absurdist humour with a tight strategic backbone is the third option most healthcare brands don't take because it feels risky. The risk here was managed by keeping the organ characters anatomically accurate in their 3D rendering and grounding every joke in a real product truth. The brain files claims. The liver filters toxins. The heart covers BP. The humour and the brief were the same thing.
The Craft
Each character was art directed as a genuine Met Gala attendee, not a costume. Glitter gown, double breasted suit, red cape. The red carpet staircase, the contour line background texture, the yellow serif typography all gave the campaign a visual signature that held across every post. The master poster established the world. The individual character cards deepened it.
The Lesson
The best newsjacking doesn't borrow cultural relevance, it earns it by saying something only your brand could say inside that cultural moment. Any brand could put their logo next to a Met Gala reference. Only a health insurance brand could make your organs the guests of honour. That specificity is what turns a trend into a campaign.
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Here it is:
Artist Profile Campaign — Void Gatherings Concept · Direction · Production · Creative Direction
The Brief
Void Gatherings wanted to push beyond event promotion. The Dharamshala underground music scene was real, growing, and completely undocumented. Three artists were doing serious work in relative obscurity. The brief was to change that.
The Campaign
Three short-form video profiles. Three artists. One question driving all of them: what does it actually mean to make electronic music in the mountains?
Dharze, Misswitch, and Sonic Peak Collective each got their own standalone film, under 60 seconds, built for social media. Not interviews in the traditional sense. Not talking heads in a studio. Each video was a portrait, a small window into how these artists think about music, their scene, and where it is going.
The Creative Approach
The through-line across all three was the same set of themes: the Dharamshala music scene, the future of electronic music in India, and what it feels like to be an emerging artist building something from scratch in a place most people only know as a tourist destination.
Keeping each video standalone was a deliberate structural choice. It gave every artist their own moment rather than folding them into a single narrative where one voice inevitably dominates. But the consistent thematic framing meant that together they read as a campaign, not three disconnected pieces.
The Role
Concept, direction, recording, creative direction. Every decision from how the artist was framed on camera to what questions unlocked the most honest answers was made in the room, on the day.
Why It Mattered
Scenes don't survive on events alone. They survive on documentation. On someone deciding that what is happening here is worth recording before it becomes too big to capture this way. This campaign was that decision made visible. It gave three artists a piece of content that represented them seriously, and it gave Void Gatherings a body of work that said something about who they are beyond the next poster.
The Lesson
The most valuable thing a brand can do for its community is act as its historian before anyone else thinks to. Void Gatherings didn't wait for the scene to get recognised. They started the record themselves.
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The Musical Marketplace 2.0 — TheMontPep Brand Identity · IP Design · Community Event Creative
The Brand
TheMontPep is an artist-led community pushing the boundaries of audio-visual DJ culture through live events and a musical journal documented across social media. It isn't just an event organiser. It is a living, breathing record of a scene; curated, captured, and shared with an audience that already had skin in the game by the time 2.0 arrived.
The Brief
The Musical Marketplace was returning for its second edition. The audience already knew what it was. The poster didn't need to explain the concept from scratch. It needed to raise the stakes, signal growth, and still feel like the same raw, community-rooted energy that made the first one worth coming back for.
The Idea
Boiler Room energy meets deliberate restraint.
The illustration at the centre of the poster does the heavy lifting. A crowd of characters, all different, all in it together, surrounding a DJ locked in. No spotlights, no glamour. Just the room and the music. That energy, chaotic and communal, is the brand. The illustration isn't decoration, it is documentation. It looks like something you'd find in a zine, not a flyer. That's the point.
Around it, the typography holds its ground cleanly. Big, blocky, unapologetically loud red wordmark for the event name. All caps. No softness. Then structured, minimal copy below it for the logistics. The contrast between the raw illustration and the clean type is where the personality lives. It says the community is wild but the curation is intentional.
The 2.0 Signal
Returning IPs carry a responsibility the first edition never had. The audience arrives with expectations. The creative had to honour what they remembered while quietly communicating that this version was bigger. The version number in the event name did that job efficiently. No need to over-announce it. The existing audience read it immediately.
The Lesson
When you're designing for a community IP rather than a one-off event, the poster isn't just communication, it is continuity. Every creative touchpoint either deepens the brand world or chips away at it. The Musical Marketplace 2.0 worked because it felt like a natural next chapter, not a rebrand.
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Sawanobori — Void Gatherings Brand Identity · Event Campaign · Multi-format Design
The Brief
Void Gatherings needed a visual identity for Sawanobori, a 3-day music event across three venues at progressively higher altitudes in the Kangra valley, Himachal Pradesh. The ask wasn't just a master poster. It was a system: one where each venue's sub-poster could stand alone while unmistakably belonging to the same brand world.
The Challenge
Two problems to solve simultaneously. First, translating Sawanobori, a Japanese ritual of ascending a river from mouth to source, into a visual language that would resonate with an Indian audience with zero prior reference. Second, building a design system flexible enough that three distinct posters felt like chapters of one story, not copies of a template.
The Idea
Make altitude the narrative arc. Just as sawanobori is a physical climb, the campaign would visually ascend across three creatives: river valley, forested waterfall, snow-capped peak. Each venue got its own topographic identity. The landscape carried the journey so the typography didn't have to.
A tight visual grammar held it together: a weathered, cracked slab-serif wordmark echoing rock and riverbed, terracotta red info blocks anchoring each poster's structure, solar yellow type, and the detail that became a talking point, the altitude in meters displayed on every sub-poster.
Venue 1 · Pahadi Resort, Rakkar · 1347m · 13th March Venue 2 · Bimil, McLeodganj · 1745m · 14th March Venue 3 · Monkey, Dharamkot · 1880m · 15th March
The Outcome
The visual cohesion landed. Audiences read all three posters as one connected world without needing it explained. The Sawanobori concept resonated, people understood the ascending pilgrimage even without knowing the Japanese reference. And the altitude callout turned a logistical detail into a genuine conversation starter, making the event feel like a physical journey rather than just a lineup announcement.
The Lesson
The strongest multi-venue identities don't fight their geography, they become it. Every sub-asset strengthened the master idea instead of diluting it. That's the difference between a poster and a brand system.
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Void Gatherings — Deep Water Event Identity · Art Direction · Single Format
The Brief
Void Gatherings was hosting an evening of deep electronic music at Bimil, McLeodganj. Two things defined this event upfront: the music would go deep, submerged, immersive. And there would be no alcohol on the dancefloor. The creative needed to hold both truths without letting one overshadow the other.
The Idea
A whirlpool.
Not as decoration, but as the central metaphor. Deep electronic music doesn't push you forward, it pulls you under. A whirlpool does exactly that. It becomes the visual language for the sonic experience the event was promising, something you don't resist, you surrender to.
The colour palette followed the concept. Deep teal, cold blue, bioluminescent green. Not the warm reds and ambers of a typical nightlife poster. This was underwater. Deliberate. Undistracted.
The No-Alcohol Decision
This could have been a liability in how the event was communicated. Instead it was treated as a brand signal. Placed quietly at the bottom of the poster as a disclaimer, not an apology. "No Alcohol on the Dancefloor Event." One line. No over-explanation. The visual language had already done the work of positioning this as a conscious, intentional gathering. The copy just confirmed it.
The Details
The crosshair markers, the clean geometric framing, the restrained serif wordmark for Void Gatherings all created a tension with the organic chaos of the whirlpool beneath. That contrast was intentional. Structure holding something wild. Exactly what a well-curated deep music event feels like.
The Lesson
When your event has an unconventional constraint, don't hide it and don't over-explain it. Build a visual world so coherent that the constraint feels like a natural extension of the identity. The no-alcohol detail didn't need defending. The poster had already attracted exactly the right audience before they even read it.
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City in the Clouds — Void Gatherings Art Direction · Concept · Event Creative
The Brief
A sky photograph. That was it. The client handed over one asset and said build something on this. No concept, no direction, no references. Full creative latitude.
The Idea
A fish DJing in the middle of the sky.
The brief was open enough to go anywhere. Which means the biggest risk was playing it safe, slapping a title over a pretty sky and calling it done. Instead the question became: what would make someone stop scrolling?
A fish floating mid-air with headphones on, dropping bass on a turntable, with "Drop the Bass" written next to it like a thought bubble. Absurd, immediate, impossible to ignore. The visual joke lands in under a second and it doesn't let go.
Why Absurdism Was the Right Strategic Call
Event posters in the underground music scene have a dominant visual language: dark backgrounds, atmospheric photography, moody typography. It is a crowded aesthetic. The only way to genuinely stand out is to refuse to participate in it entirely.
An absurdist illustration in broad daylight, on a bright blue sky, with a cartoon fish as the hero is the visual equivalent of walking into a room and saying something unexpected. It earns attention before it earns anything else. And attention is the only currency a poster actually trades in.
The Typography
The "City in the Clouds" wordmark plays its own game. Mixed sizing, serif and weight variation across the three words, soft yellow against the blue. It has the quality of a children's book title, which sits in perfect, deliberate tension with the underground music context. That contrast is where the personality lives.
The Lesson
When a client gives you a single asset and complete freedom, the worst thing you can do is be reasonable. The brief wasn't really about a sky photograph. It was an invitation to prove that concept is the asset. The sky was just the canvas.
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Versace Eyewear Campaign for Wasan Eye Wear
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The Mont Pep / Content Strategist / Creative Director
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Sky 63 x Nikki Sharma / Brand Video / Content Strategist
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Launch Project / Food Safari / Content Strategist
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