syddharth

Developed brand identity and visual system, including logo, color schemes, and typographic systems. Design directed the design team in applying the systems to create multimedia content for product marketing on social media. Utilized Al-based technologies to establish a scalable visual system for the brand, generate dynamic NFTs, and create visual and textual content for product and marketing purposes. Led product design efforts by understanding user personas and behaviors, devising appropriate interfaces to encourage desired usage of the product. Designed and implemented features such as wallet analytics, data dashboards, community dashboards, real-time mint trackers, a questing platform, and user-retention streaks for a product optimised for desktop and mobile.

Led cross-functional creative process, from concept to execution, directing and mentoring teams in Brand Communications, Graphic Design, Photography, Motion Graphics, and Catalog. Enhanced department processes for improved productivity, creative output, and team efficiency. Developed Design Principles to align with the company's vision and design execution. Conducted qualitative market research to create brand strategies and new pitch offerings. Developed a new sub-brand with a focus on changing markets, evolving audience, and growing business aspirations, including designing its Identity System. Collaborated with in-house product and inventory teams, as well as external vendors, to design Gift and Package systems. Worked closely with Marketing, Fashion, and Category teams to ideate and execute digital campaigns, fashion stories, and new collection launches. Managed the Graphic Design team, creating designs for various merchandise following marketing campaigns, fashion stories, and new collections. Led Brand Communications & Motion Graphics teams to design creatives for digital marketing campaigns, new collections launches, special sales, website banners and elements, and social media content. Developed Brand Guidelines along with the team, for consistent brand visuals. Creative-directed photoshoots for website banners, catalog, special sale events, third-party marketplaces, digital marketing, and social media requirements.

Created a distinct brand identity for the existing business, including logo, type, and color guidelines, as well as packaging, tag, and label systems. Redesigned the website using user-centric, mobile-first, and data-driven approaches. Planned and executed photoshoots for social media, digital marketing, website banners, and catalog image requirements.

As part of the Brand Communications team, designed graphic elements for digital marketing requirements and brand identity elements. Assisted the brand manager in a major rebranding exercise, extrapolating identity guidelines into brand collaterals and experimenting with motion graphics. Collaborated with third-party creative agencies on innovative marketing campaigns.