Designing brands from the store floor to the scroll.
I shape how brands show up wherever people meet them: flagship stores, crowded shelves, campaign films and ecommerce feeds. I've done it for Apple, P&G, MAC, Ferrero and MARS, and I've built the teams and systems that let creative work ship at scale.
Selected work
See all workWhat I do
- Brands:
- Apple
- P&G
- Olay
- Pantene
- M·A·C
- MARS
- Ferrero Rocher
- Etiqa
- Reliance Trends
- Arvind Mills
- Gitanjali
- Amorepacific
- Nestlé
Southeast Asia Content Marketing, and E-commerce Agency of the Year. Both won by the ADA team I led.
Malaysia's first AI-generated Merdeka video.
For the BMW i5 launch (TH), Etiqa relaunch (SG) and Maggi Pedas Giler (MY).
Have a brief in mind?
Work
Five formats, one idea: a brand should feel like itself wherever someone meets it. That could be a store they walk into, a shelf they scan or a feed they scroll.
The Content House
I set up and led a consolidated content-at-scale studio, creating digital marketing and ecommerce content for 7 countries on a hub-and-spoke model.
Local ideas, central scale
Local creative studios in each market own the idea and the culture: the language, the shopper insight and the festive moment. A central content house turns those ideas into finished assets at volume, on one tech backbone (Asana, Rocketium, generative AI), with two quality gates before anything goes live. The result is content that feels local in every market, with the speed and cost of a single production line.
Case studies
School
Before brands, there was space. Exhibition design at NID and interior architecture at RISD gave me a grounding in material, structure and how people move through a room. I still bring that to every shelf and screen.
M.A. Interior Architecture
RISD was a transformative experience for me. The studios were thrilling, from parasitic architecture to adaptive reuse and even a halfway-house redesign project. It was also my first taste of living in a different cultural context. It opened up the world for me in ways I still feel today, in my design approach and my aesthetic sensibilities.
Graduate Diploma, Exhibition Design
At the National Institute of Design in Ahmedabad, I studied exhibition design. Really, it was a foundational education in design, and it shaped how I approach design and creativity to this day. Here are some snapshots from the courses, from exhibitions and scenography to graphic design and drawing.
Beyond the brief
Notes on the business of creativity: how design creates value, how creative teams scale, and what AI changes (and doesn't) about craft.
Beyond the Brief #01: Designing Value
Nobody teaches designers how businesses create value.
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You've got the craft. Now get the growth.
Frame&Flow is a brand and growth consultancy helping consumer brands grow in Southeast Asia.
Beauty, wellness, lifestyle, snacks and everything else you can actually hold in your hand. The tangible stuff. We've launched brands across 7 markets, managed the P&L, and made most of the mistakes already so you don't have to pay for them twice.
Visit Frame & Flow ↗SEA Market Entry
For consumer brands eyeing Southeast Asia (and slightly underestimating it)
Brand Building & Growth
For beauty, health, wellness and lifestyle brands
Content at Scale
For brands trying to be everywhere at once without falling apart
Business FOR Creativity
For design studios and creative agencies who'd like the business side to stop being a hassle and start working
Fractional CMO
Need senior brand and marketing leadership without a full-time hire?
About
I started my career as a retail designer in India, building boutique lifestyle stores, bespoke clothing spaces and fine jewellery environments.
That early grounding in materials, structure and how a brand takes up physical space has stayed with me ever since. Over 17 years across Southeast Asia, the US and India, I've worked on every part of brand building: packaging, retail design, digital storytelling and ecommerce content.
At ADA I led a 150+ person regional creative organisation across 7 markets and a US$6M P&L. I built AI-enabled content operations that deliver thousands of brand-safe assets a month for P&G, MARS, Amorepacific and M·A·C. Before that, at Grey, I led regional shopper marketing for P&G, Ferrero Rocher and M·A·C, and steered the shift from shelf to digital commerce.
Today I run Frame & Flow, an independent brand and growth consultancy. I'm also completing the Stanford GSB L.E.A.D. programme.
Career
Independent consultancy across content at scale, brand and experience design. Workshops on the Business of Creativity.
150+ designers, 7 countries, US$6M P&L. AI content operations, live commerce on TikTok Shop, and regional content hubs for P&G, MARS, Amorepacific and M·A·C.
Regional shopper marketing for P&G Haircare, Olay, Pringles, Ferrero Rocher and M·A·C. Travel retail at Changi and HKIA. Led the 2020 pivot to ecommerce.
Brand-retail concepts for Reliance Trends, Arvind Mills, Quest and Gitanjali Jewels. VM systems, signage and material palettes.
Global store layouts for 200 Apple Premium Reseller stores. Retail standards for rollouts across Europe and Asia.
- Stanford Graduate School of Business
L.E.A.D. Online Program · 2026 – 2027 - Rhode Island School of Design
M.A. Interior Architecture · 2008 – 2010 - National Institute of Design
Graduate Diploma, Exhibition Design · 2001 – 2006
- Creative operations & scalable systems
- AI-enabled content production
- Brand strategy & 360° campaigns
- Retail, experience & spatial design
- Social-first commerce (TikTok Shop, live commerce)
- Regional team & P&L leadership
Let's make something together.
Whether you’re a consumer brand sizing up Southeast Asia, a founder who’d like the brand to actually sell things, or a creative business quietly wondering where the money goes… let’s talk. First coffee is on me, and I’m not going to pitch to you!