Creating something that feels almost tangible in today's digital world is at the heart of my work. I began my journey in product design to leverage technology and make a meaningful impact on people's lives, ultimately leaving a positive mark on society. My family's influence, through exposure to diverse ideologies, cultures, and travels, especially around Europe and Asia, nurtured my creative and analytical sides.
One of my most memorable projects is Clarium, a milestone where I was responsible for its design business value. This project involved shipping AI-driven products, generative AI products, big data solutions, and crafting a brand identity that significantly impacted people's lives.
My design process is immersive and explorative. I start by gathering extensive information, much like absorbing everything like a sponge. I then splash this information onto a board, akin to splashing colors on a canvas, to identify patterns, insights, and define core industry challenges, audiences, and problems. This approach allows me to innovate with a detached observer’s perspective, which is crucial for fresh and unique solutions.
Designing a product, to me, is akin to building a parallel world where human and machine lives intertwine. I bring my personality into this world through the craft I’ve honed during my career and my MA in Design for Art Direction. This involves focusing on details, understanding people’s emotional states during experiences, and finding joy in the creative process, especially in the unknown and flow state.
A project I’m particularly proud of is my work with Palantir. I unified the core engine of Palantir's main products, Foundry and Gotham, creating a digital twin of a company. This work significantly impacted Foundry, leveraging Palantir's true power of introspection and extrospection to help protect democracies and provide military advantages.
My approach to branding is deeply rooted in understanding and analysing audience archetypes using Carl Gustav Jung’s models. These universal, inborn models of distinct aspects of identity and personality influence human behaviour and help me understand a brand's existential essence and reason for existence. This essence is crucial for creating a strong brand identity that speaks directly to the heart and builds empathy with the audience.
One notable project was designing the end-to-end brand identity for Figaro. I began with quantitative research to understand urban men's awareness and acceptance of having barbering services at home. This confirmed the market fit and addressed the needs of modern urban males—busy professionals often working remotely and seeking convenience. The brand name, Figaro, inspired by Rossini's versatile barber of Seville, captured the modern barber’s multifaceted role. I visualised this storytelling using urban elements like graffiti and colour splashes to resonate with city life. The process extended to crafting the logo, visual communication, branding manual, and branded interactions for Figaro's apps.
Consistency is key in branding, as it helps people learn and recognise the brand. However, creativity comes first. Once a creative concept is defined, I ensure it is maintained with consistency to build familiarity.
Storytelling plays a crucial role in branding, but it is not essential. The core of a brand identity lies in its reason for existence. Storytelling explains why the story is being told and is integrated using Jungian archetypes for brands that aim to leave a significant mark on society. Classic brands might not need a story but instead communicate specific values or represent the company to the world.
Brands like Instacart by Wolff Olins, Virgin Media’s 'Mojo,' Apple’s iconic 'Think Different,' Substance US Digital Vinyl Manufacturer, and Studio Oker’s JIDU branding are exemplary. These projects stand out for their execution and innovative thinking.