About Me
I am an enthusiastic designer based in Toronto, with a rich experience of over 20 years in UX/UI design, print and digital communications.
I design professional & beautiful digital products
Over the years, I have worked across multiple design disciplines—including app and web UI/UX, intranet interfaces, landing pages, email campaigns, print advertising, and, product design for web and mobile platforms. Many of the projects I’ve led, give me a strong foundation to provide strategic insights and practical recommendations that move projects from concept to successful launch.
Skills
My Experience
2013-2025
Children’s Aid Society of Toronto
Design Co-ordinator – Visual/UX/UI
As the lead designer for one of Canada’s largest child-welfare organizations, I planned and delivered end-to-end digital and visual experiences that connect staff, stakeholders, and the wider community.
Key Projects & Impact
Website & Intranet Redesign
Led a complete UX overhaul of the public website and internal intranet.
Conducted stakeholder interviews, user-journey mapping, and information-architecture workshops.
Designed responsive interfaces and a reusable design system in Figma, reducing content-update time by 40% and improving staff resource-search times by 40%.
Ensured full AODA/WCAG accessibility through PDF remediation, closed-captioning, and user testing.
Digital Branding & Visual Design
Established a cohesive digital brand language across web, email, and social platforms.
Produced high-impact annual reports, infographics, and motion graphics to humanize complex data and stories.
Directed photography, video, and podcast production to create immersive multimedia campaigns.
UX & UI Strategy
Partnered with HR and IT to design recruitment microsites and employee-engagement tools that highlight the agency’s culture and attract top talent.
Applied data analytics and A/B testing to refine layouts, improve conversion rates, and increase audience engagement.
Collaboration & Leadership
Work cross-functionally with Executive Leadership, Communications, HR, Service and IT teams; mentored junior designers, student interns and freelancers.
Presented design rationales to executives and stakeholders, ensuring alignment of business goals with user-centered design.
Core Skills & Tools
UX Research • Wireframing & Prototyping • Visual Design • Responsive Web • Accessibility (AODA/WCAG) • Figma • Adobe Creative Suite • WordPress/SharePoint • HTML/CSS • Google Analytics • Hootsuite
2010-2011
J Walter Thompson
Senior Art Director – Digital/UX
As Senior Art Director at JWT – one of the world’s leading creative agencies – I shaped award-winning digital experiences for global brands, blending visual design excellence with user-focused interaction design.
Key Projects & Achievements
Digital Campaign Ideation & UX
Led UX (digital product) and visual design for large-scale digital campaigns across web, mobile, and social platforms.
Conducted rapid prototyping, wireframing, and user-flow design to bring innovative ideas to life for brands in shipping, finance, tourism and consumer goods.
Major Clients & Highlights
Hindustan Unilever (Lipton & Ponds), Axis Bank, FedEx, Godrej, Seamless Mobile Banking and Life Insurance Corporation of India: Designed immersive brand storytelling sites and interactive promotions, balancing rich visuals with intuitive usability.
Crafted high-performing landing pages and dynamic campaign assets optimized for conversion and cross-device consistency.
Design System & Visual Language
Established consistent typography, color palettes, and component guidelines for multi-market digital assets, ensuring cohesive brand expression across campaigns.
Leadership & Collaboration
Managed a cross-disciplinary creative team, mentoring designers and developers to deliver pixel-perfect execution under tight deadlines.
Partnered closely with UX strategists, copywriters, and account managers to align business objectives with user-centered design.
Recognition & Business Growth
Contributed to multiple new-business pitch wins, expanding JWT’s digital portfolio.
Work received recognition for creative excellence and measurable client impact.
Core Skills & Tools
Brainstorming • Wireframing • Responsive Web & Mobile Design • Interaction Design • Adobe Creative Suite • HTML/CSS Collaboration • Cross-Functional Team Leadership
2007-2010
OgilvyOne Worldwide
Digital Designer
At OgilvyOne, I designed and directed award-winning digital experiences for international brands, blending strong visual design with user-centered strategy to deliver measurable business outcomes.
Key Projects & Achievements
Global Telecom – Vodafone India
Nationwide Brand Launch & Multi-Channel Campaigns
Role: Digital designer for Vodafone’s India launch and subsequent campaigns.
Process: Conducted rapid wireframing, prototyping, and usability checks to ensure a seamless customer journey across microsites, landing pages, and interactive promotions.
Impact: Helped drive one of the most successful telecom launches in India, with campaign engagement rates exceeding client targets and earning multiple industry awards.
Emirates Airlines
Destination-Based Web Banners & Booking Experience and Shopping Application
Role: Directed visual design and production for more than 30 destination-specific traffic driver banners, collaborating closely with UX strategists and developers.
Process: Built a modular design system to ensure brand consistency and faster rollout across regions; optimized layouts for multi-language, cross-device performance.
Impact: Improved booking conversions and elevated brand storytelling, strengthening Emirates’ digital presence across key markets.
Design & Leadership Highlights
Pioneered responsive design practices (early adoption for the agency), ensuring campaigns looked and performed well across emerging mobile platforms.
Partnered with strategists, copywriters, and developers to translate complex brand goals into intuitive digital experiences.
Presented design concepts to C-suite clients, building strong relationships and helping OgilvyOne win multiple high-profile pitches.
Mentored junior designers, fostering a collaborative environment that emphasized experimentation and quality.
Skills & Tools
Visual & Interaction Design • Responsive Web & Mobile • Adobe Creative Suite (Photoshop, Illustrator, Flash, Dreamweaver) • HTML/CSS Collaboration • Cross-Functional Team Leadership • Campaign Analytics
2004-2007
Pantaloons Retail India Ltd – Future Group
Graphic Designer / Visual Merchandiser
As a core member of the national creative team for one of India’s largest retail conglomerates, I developed integrated visual identities and in-store experiences that connected brand storytelling across print, retail environments, and emerging digital channels.
Key Projects & Achievements
Pantaloon Factory Outlet (33 Stores)
Brand Evolution & Store Identity – Directed the full rebrand of factory outlets, creating a cohesive visual language across signage, packaging, and promotional campaigns.
UX of Retail Environments – Designed intuitive wayfinding systems and merchandising layouts that improved traffic flow and enhanced the customer shopping experience.
Impact – Helped drive double-digit sales growth during seasonal campaigns through eye-catching, strategically placed in-store visuals.
Discount Station & Lootmart (10 Stores)
Concept to Launch – Conceived and executed brand identities for two new retail concepts from the ground up, including logos, color palettes, typography, and point-of-sale materials.
Digital & Print Integration – Delivered unified creative across print advertising, early e-commerce touchpoints, outdoor signage, and direct-marketing campaigns.
Design & Leadership Highlights
Cross-Functional Collaboration – Worked closely with marketing, operations, and store-planning teams to ensure creative solutions aligned with business goals and customer needs.
Team Management – Directed a team of eight regional designers and partnered with an external creative agency to maintain quality and consistency across multiple regions and store formats.
Process Innovation – Introduced streamlined design workflows and a centralized asset library, reducing production time for seasonal campaigns by 30%.
Skills & Tools
Brand Identity Development • Visual Merchandising & Environmental Graphics • Retail UX & Wayfinding • Print & Outdoor Advertising • Digital Campaign Design • Adobe Creative Suite (Photoshop, Illustrator, InDesign) • Team Leadership & Vendor Management
2003-2004
Kerala Publicity Bureau
Creative Team Lead – Advertising & Multimedia Design
Directed full-cycle creative for print, outdoor, and electronic media campaigns serving government and private-sector clients.
Key Highlights
Integrated Campaigns: Designed and executed brand identities and ad campaigns across print, radio, and television, ensuring consistency and impact.
Multimedia Direction: Planned, wrote script and directed professional photo shoots and studio recordings, overseeing editing for radio and TV spots to deliver compelling, high-quality content.
Team Leadership: Managed a multidisciplinary creative team, mentoring junior designers and coordinating with photographers, videographers, and media vendors to meet tight deadlines.
2002-2003
Institute of Professional Research and Studies
Content Creator / Public Relations Manager
Oversaw all in-house creative and external communications for an academic and research institute.
Key Highlights
Media Relations & Messaging: Wrote and distributed press releases, cultivated media contacts, and managed public events to raise institutional profile.
Web & Digital Design: Planned UX and UI for several websites for local businesses, ensuring clear information architecture and consistent branding.
Print Production: Designed and coordinated production of advertisements, brochures, and course catalogs.
Skills & Tools
Brand Identity • Print & Outdoor Advertising • Early Web UX/UI • Typography & Layout • Photography & Video Direction • Adobe Photoshop/Illustrator • QuarkXPress • HTML Basics
Awards & Accolades
Institute without Boundaries
Dublin//Toronto Charrette
(George Brown College)
2013
1st Runner-Up & Special Jury Mention
Best Public Service Design for Dublin City Council.
Selected as one of a small international team of designers and researchers to participate in the Dublin//Toronto Service Design Charrette, a three-day-long innovation challenge hosted by the Institute Without Boundaries.
Objective: Co-create visionary service and urban-design concepts to help Dublin City plan for future sustainability, mobility, and community growth.
Collaboration: Worked closely with a cross-functional group of urban planners, policy makers, architects, technologists, and fellow designers, integrating diverse expertise into a unified service strategy.
Contribution: Led visual strategy and user-journey mapping, transforming complex research into clear design artifacts and actionable service proposals.
Outcome: Team’s work was showcased in a public exhibition and presented to Dublin City Council, earning recognition for the Best Public Service Design and cross-disciplinary innovation.
AME Awards
2010
Gold
Best use of Digital Media – AME Awards – Most effective use of digital media (Vodafone Zoozoo campaign).
Recognized for outstanding marketing effectiveness and groundbreaking integration of outdoor activation with social media in Vodafone India’s Zoozoo Campaigns throughout the year.
Objective: Turn Vodafone’s popular Zoozoo characters into a nationwide, interactive marketing event that would drive measurable business results and massive social buzz.
Contribution: Conceived the ideas for Facebook updates, real-time social posts, planned social media posts, developed creative content calendars, and supervised daily community management to maximize reach and participation.
Outcome: Fans across India followed the social media activities, shared user-generated photos, and sparked viral conversations that dramatically increased brand visibility, customer interaction, and measurable ROI. The campaign became a benchmark for effective, large-scale social-media marketing in Indian advertising history.
ADFEST Asia
2010
Bronze
Creative use of social media.
Recognized for pioneering integration of outdoor activation with social media in Vodafone India’s Zoozoo Hot Air Balloon Campaign.
Objective: Amplify the popularity of Vodafone’s Zoozoo characters by creating a real-world spectacle that would spark nationwide digital engagement.
Contribution: Conceived the idea of linking the travelling hot-air balloon tour to Facebook; developed social content strategies and supervised day-to-day community engagement to maximize reach.
Outcome: Audiences tracked the balloon’s journey online, shared photos, and generated unprecedented user content, driving a major increase in brand visibility and engagement.
Hero Award
2009
Gold – Best Employee of the Year
Honoured as Best Employee of the Year by Ogilvy & Mather for creative leadership and outstanding results on Vodafone India’s nationwide rollout campaign.
Objective: Launch Vodafone’s new brand identity across India with an interactive digital campaign that would captivate audiences and position the company as an innovative telecom leader.
Collaboration: Worked closely with a multi-disciplinary team of designers, developers, copywriters, media planners, and client stakeholders to craft an integrated strategy combining web, mobile, and social channels.
Contribution: Led the concept development, digital design, and visual direction for interactive microsites, dynamic banners, and early social-media touchpoints; ensured brand consistency and user-centric design across all platforms.
Outcome: The campaign achieved record engagement metrics and played a pivotal role in the successful nationwide Vodafone brand launch, earning industry acclaim.
Indian Effie
2008
Gold
Vodafone Alerts (Category: Services)
Recognized for marketing effectiveness and creative digital storytelling in the launch of Vodafone Alerts, a value-added service offering real-time updates across business, news, sports, travel, and more.
Objective: Introduce Vodafone’s new Alerts service to a diverse audience and drive rapid adoption through an engaging digital-first campaign.
Collaboration: Partnered with a cross-functional team of strategists, copywriters, developers, and media planners to craft a multi-channel rollout spanning microsites, animated Flash banners, and interactive content.
Contribution: Led concept development, planning, and visual design of the microsites; directed production of animated story-driven banners that highlighted different alert categories in a fun, easy-to-grasp narrative.
Outcome: The campaign generated exceptional click-through and subscription rates, significantly exceeding targets and establishing Vodafone as a leader in value-added digital services, earning the coveted Effie Gold for Services.
Indian Effie
2008
Silver
Vodafone Brand Transition (Category: Corporate)
Honoured for marketing effectiveness and strategic creativity during the Vodafone Brand Transition Campaign, which successfully reintroduced the brand to millions of Indian consumers.
Objective: Seamlessly transition the Hutch mobile brand to Vodafone while retaining customer loyalty and generating excitement around the new global identity.
Collaboration: Worked with a cross-functional team of brand strategists, copywriters, developers, and media planners to deliver a fully integrated digital launch across web, mobile, and social platforms.
Contribution: Led visual design for interactive microsites, dynamic Flash banners, and engaging digital storytelling elements that showcased the new Vodafone brand while highlighting continuity of service.
Outcome: The campaign achieved exceptional awareness and retention metrics, reassuring existing customers and attracting new subscribers, and was recognized with the Effie Silver Award for outstanding corporate brand transition.
Indian Effie
2008
Bronze
Vodafone Caller Tunes campaign (Category: Services)
Recognized for innovative digital engagement and marketing effectiveness in Vodafone’s interactive Caller Tunes Campaign, which invited users to co-create the world’s longest caller tune.
Objective: Promote Vodafone’s Caller Tunes service by encouraging customers to record and share personalized ringtones, driving both subscriptions and viral participation.
Collaboration: Partnered with a cross-functional team of strategists, developers, copywriters, and media planners to design an immersive digital experience featuring a dedicated microsite and interactive Flash banners.
Contribution: Directed concept development, design, and visual storytelling for the microsite; oversaw production of animated Flash banners that guided users to record and add their unique caller tunes.
Outcome: The campaign attracted massive user-generated content, achieved record subscription growth, and set a benchmark for interactive brand participation, earning the Effie Bronze Award for Services.
Vodafone Global Award – UK
2008
Brand’s International Award
Best Digital Promotion (Zoozoo campaign)
Vodafone Global Award – UK
2007
Brand’s International Award
Best Brand Introduction Promotion (Hutch to Vodafone campaign)