Brand #4
Brand + campaign design; design lead, industry report 2022 · Nov 2021 – Apr 2023 · the city, India
- Managed 2 designers
- 52-page report
- One voice, every channel
Gave a fintech one voice, from testimonials to the sales deck
EMI is a spreadsheet until someone talks like a person. Brand #4 needed one voice that could hold a testimonial, a travel meme, a contest and a sales deck.
Set the brand language used across social, contests and decks, and managed two designers to ship the 52-page industry report 2022.
All marketing design, sales enablement, presentations, branding — and design lead on the industry report 2022, a 52-page report I built with two designers I managed. The wall of testimonials is the proof language. The rest is how that voice behaves on a Tuesday: travel series, contests, product lists, art memes.
Same green, same voice — whether it’s Friends or a Dutch painting.
- industry report 2022
- Brand language
- Campaign social
- Contests
- Sales decks
01The industry report 2022 — The Era of EMIs
Brand #4 had a year of data on how India buys now and pays later. Left as a spreadsheet, it was a board slide. It needed to be something press, partners and merchants would actually read.
I led design on the 52-page report with two other designers I managed: set the look and the page system, split the chapters between us, and kept every spread on one voice. Chapters open on a full-bleed green line — Let’s take this offline, We know you(th) — and every number gets a picture, not a table.
02testimonials
Fintech social turns into screenshots of a 4.5 star rating. That is not a brand.
A named wall. Faces first. The product is in the caption, not the layout.
03Types of travelers
BNPL at the airport is a lecture unless it borrows a room people already love.
Friends as traveler types. Cover on the fountain couch, then the Perfectionist, the Unpredictable One, the Fashionista. Same grid, same doodle language.
04Campaigns that had to move money
Contests and lists die if they look like performance ads. They still have to feel like Brand #4.
Travel Tales, Super 10, phones under 30k, tax-season playlist, museum memes for Travel Fest. One system, different temperatures.
