I didn't start as a designer. I started in finance — JP Morgan, then an MBA at IIM Udaipur — and somewhere along the way I realized that the work I found most energizing was always about communication: how you make something complex feel clear, how you make something abstract feel real.

That pivot turned out to be useful. I think about design the way a strategist would — what is this actually trying to do, who is it for, and what does success look like? Then I make it beautiful.

For the past four years I've been the embedded brand designer at Instabase, an enterprise AI platform, building their brand from zero. Brand guidelines, campaign creative, research reports, executive presentations, motion, 40+ events, a 500+ component illustration system. The work contributed to 600% website traffic growth, 4× lead generation, and a LinkedIn audience that grew from 20K to 100K.

Alongside that, I run Appy Designs — my own consultancy — working with B2B tech founders on brand identity, web design, and campaign creative. Nine years of juggling clients, stakeholders, and briefs that arrive half-formed has made me pretty good at figuring out what people actually need.