I am a freelancer Designer and an Art Director. I have been in this creative field for more than 30 years. Over these years I have been fortunate enough to gain lot of experience and worked on numerous creatives and versatile projects. I have worked / designed creatives for various clients from luxury products to travel industry, from machine manufacturing to agriculture and farming.

Some of the multi-national brands and corporates that I have worked with are Swarovski, Koppert Canada Limited, Investors Group, Government of Ontario, Alfa Laval, SKF Bearings, Robertson Screw Compressors, Kirloskar Group, Sanshi Collection, Suzzi Leather, Hotels, Restaurants and many more.

As a Designer, whenever I start any project, the most important discussion I have is what you or your client wants to achieve with the creative. The next important thing that I consider is the demographic to be reached and the budget allocated. These are a very important and critical as every age group has a different approach, a different vision, their own perspective, and their own media of advertising. After working with so many with different brands, what I have realized in branding is, most companies have their defined guideline and a vision for their brand. But there is always a room for creativity and originality to take the brand to the next level. As a leader, working together, we can envision the goal and the opportunity and use creativity within the parameters of the company’s guidelines. It is challenging but also fun to work in such an environment.

I believe art direction or creative direction is not just simply related to developing a great creative, whereas I consider it as a responsibility to direct and guide the audience through the visual and the information that is being presented to them.

My concept in design and development is very simple - “Develop an idea that captures audience interest, influence their emotional and inspires them to take action!”

I believe do every job with the same enthusiasm as if it is very first piece of work and give the same and equal amount of attention to the detail as if it the last! This concept keeps every project fresh and creative. Creative ideas, creative thinking, innovative concepts, eye-catching visuals, and consistency in layout is what is always needed! A strong knowledge of typography and image manipulation is required regardless the options of media to choose.

And finally, the most important criteria in design and development is, to find what you or your client really wants to achieve with the creative [and in $ value].