The Challenge

How do you design culturally sensitive, visually arresting brand identities that honor rich traditions while speaking to modern audiences?

With Baithakji, a spiritual storytelling app rooted in Pushtimarg philosophy, and Kohinoor, an immersive historical narrative exploring the colonial legacy of the world’s most famous diamond, I was tasked with defining the visual voice from the ground up.

Each project required creating a full brand identity system that would translate across platforms—digital apps, websites, social media, and physical assets—while remaining respectful to heritage and engaging to a global audience.

Goals

• Build distinct, adaptable brand identities with strong cultural and historical roots

• Design with accessibility and emotional resonance in mind

• Apply cohesive visuals across UX interfaces, editorial illustrations, and social campaigns

• Guide cross-functional teams with clear visual systems and art direction

Strategy

I began with deep cultural research, analyzing art forms like miniature painting, temple architecture, and Mughal motifs. Then I translated those insights into modern design systems using:

• Color palettes based on traditional dyes, pigments, and textile symbolism

• Custom illustration styles that reference historical artwork while feeling fresh and digital-native

• Typography and iconography systems designed for both elegance and clarity

• Visual guides to ensure consistency across content types—from long-form articles to mobile interfaces

• Moodboards and color studies rooted in traditional motifs and historical palettes

Baithakji: Shri Vallabhacharya's journey through India

• Created a clean and calming interface inspired by temple architecture and miniature painting

• Illustrated all icons, deities, and scenes by hand using Procreate and Illustrator

• Designed the layout in Figma and developed the site with HTML/CSS/JS

• Used scroll-based interactions and storytelling UX patterns for immersive engagement

• Ensured accessibility for all age groups with legible type, large tap targets, and clear navigation

TAMING THE MOUNTAIN OF LIGHT The Incredible Journey of the Kohinoor Diamond

• Designed a brand identity reflecting the complex colonial history and opulence of the diamond

• Created an editorial-style reading experience with custom illustrations, maps, and timelines

• Balanced delicate typography and jewel-toned colors with clear UX and narrative pacing

• Illustrated key historical moments to support immersive visual storytelling

Results & Reflection

These solo projects were personal and professional passion pieces. They show my ability to lead from vision to execution, wearing every hat—from UX researcher and brand strategist to illustrator and front-end developer.

They helped me refine how to:

• Design interfaces that are both functional and emotionally resonant

• Build scalable, respectful visual systems

• Lead projects holistically and translate heritage into interactive design