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My Portfolio
Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
Peepal People
Peepal People, an Atlanta-based hot sauce brand founded by a Pakistani couple, sought to bring the flavors of their heritage to an audience craving authentic tastes from home. Initially sold online and in over 60 specialty stores nationwide, the brand aimed to expand its presence in retail and needed a more compelling visual identity to connect with diverse consumers and stand out in a competitive market.
In collaboration with Co-Founder Alyzeh Rizvi, we conducted competitor research, curated image archives, developed color palettes, and established a cohesive typography and shape system for the labels. We also designed custom logos and crafted hundreds of illustrated assets to enhance the brand's identity.
Drawing inspiration from the streets of Pakistan, we developed the concept of Neo-Dhaabas and Lari Addas—local spaces where people, food, and stories come together. The visual elements were designed to echo the language of street signs and, to an extent, truck art. However, we were deliberate in avoiding clichés, instead focusing on creating a contemporary South Asian visual language that felt innovative and progressive.
This rebrand earned a grant at the SFA Summer Fancy Food Show 2024 and received recognition from leading CPG podcasts and publications.
In collaboration with Co-Founder Alyzeh Rizvi, we conducted competitor research, curated image archives, developed color palettes, and established a cohesive typography and shape system for the labels. We also designed custom logos and crafted hundreds of illustrated assets to enhance the brand's identity.
Drawing inspiration from the streets of Pakistan, we developed the concept of Neo-Dhaabas and Lari Addas—local spaces where people, food, and stories come together. The visual elements were designed to echo the language of street signs and, to an extent, truck art. However, we were deliberate in avoiding clichés, instead focusing on creating a contemporary South Asian visual language that felt innovative and progressive.
This rebrand earned a grant at the SFA Summer Fancy Food Show 2024 and received recognition from leading CPG podcasts and publications.
Baysakh
Baysakh is an emerging Pakistani luxury fashion brand specializing in bespoke traditional wear, carefully tailored to each client’s measurements. The brand’s signature “Walk-In-Wardrobe” concept ensures a personalized fit, offering a unique proposition in the high-end fashion market. Drawing inspiration from Persian miniature art, Baysakh’s visual identity evokes a sense of royal heritage and cultural storytelling.
The wordmark, crafted in the style of Nastaliq calligraphy, reinforces the brand's deep-rooted connection to artisanal craftsmanship and tradition. The logo features a stylized flower, symbolizing "Baysakh"—the season of harvest. With four distinct petals, each representing a different season, the logo reflects the brand’s commitment to offering diverse collections throughout the year. The color palette, thoughtfully developed from the study of Persian miniature painting pigments, creates an elevated, luxurious aesthetic, seamlessly blending cultural heritage with a refined, personalized experience.
The wordmark, crafted in the style of Nastaliq calligraphy, reinforces the brand's deep-rooted connection to artisanal craftsmanship and tradition. The logo features a stylized flower, symbolizing "Baysakh"—the season of harvest. With four distinct petals, each representing a different season, the logo reflects the brand’s commitment to offering diverse collections throughout the year. The color palette, thoughtfully developed from the study of Persian miniature painting pigments, creates an elevated, luxurious aesthetic, seamlessly blending cultural heritage with a refined, personalized experience.
Gagan
Gagan is an upcoming New York-based South Asian clothing brand that celebrates shared South Asian stories and a deep connection to nature. The name, meaning "sky" in Sindhi, acts as a guiding symbol for the brand’s identity. The color palette, inspired by the changing sky at dawn and dusk, balances green for the land with pink for the horizon. This relationship between earth and sky is reflected in the logomark—a rising sun framed by a layered cloud.
The identity draws from conversations with the founders, rooted in shared childhood memories. Moments like dipping biscuits into chai or the excitement of guests bringing “Eidi” shaped the brand’s nostalgic narrative. The wordmark, influenced by the lost art of handwritten books, features delicate calligraphic strokes that echo a time of care and craft.
Gagan’s visuals evoke warmth and a sense of belonging, bridging generations while reconnecting people with nature and community.
The identity draws from conversations with the founders, rooted in shared childhood memories. Moments like dipping biscuits into chai or the excitement of guests bringing “Eidi” shaped the brand’s nostalgic narrative. The wordmark, influenced by the lost art of handwritten books, features delicate calligraphic strokes that echo a time of care and craft.
Gagan’s visuals evoke warmth and a sense of belonging, bridging generations while reconnecting people with nature and community.
Astana
Astana is Pakistan’s pioneering multimedia platform for critical design discourse, launched in 2024. Its second print issue, designed under my direction as brand designer and creative director, introduces the concept of "Commuter Maximalism." This term captures the layered, visually rich character of Pakistani public spaces, serving as a foundation for the visual identity.
The issue features over a hundred pages of intricately crafted layouts, weaving together articles, stories, illustrations, and photography into a cohesive narrative. Our approach involved creating a dynamic visual system, including custom logos, thoughtfully selected font systems, and a vibrant color palette that echoes the complexity of the subject matter.
A standout element of this identity is our illustrated mascot, Snarkali, inspired by a figure from Mughal mythology. Known for captivating a king and his son, she was punished by being sealed behind a wall. With Snarkali, we aimed to give her a voice, crafting her own narratives that add depth and humor to the reader’s experience. The visual identity weaves together Snarkali’s story with the intricate details of the publication, inviting readers to engage with the layered complexities of design in contemporary Pakistan.
The issue features over a hundred pages of intricately crafted layouts, weaving together articles, stories, illustrations, and photography into a cohesive narrative. Our approach involved creating a dynamic visual system, including custom logos, thoughtfully selected font systems, and a vibrant color palette that echoes the complexity of the subject matter.
A standout element of this identity is our illustrated mascot, Snarkali, inspired by a figure from Mughal mythology. Known for captivating a king and his son, she was punished by being sealed behind a wall. With Snarkali, we aimed to give her a voice, crafting her own narratives that add depth and humor to the reader’s experience. The visual identity weaves together Snarkali’s story with the intricate details of the publication, inviting readers to engage with the layered complexities of design in contemporary Pakistan.
Flamechek
Founded in Texas, this emerging fire extinguisher certification company is built on the pillars of safety and reliability. The visual identity was designed to evoke a sense of urgency and strength, essential qualities for a brand focused on protecting lives.
At the heart of the identity lies a custom logotype and a distinctive mascot, both crafted to convey authority and trust. The design features a high-contrast color palette, creating an impactful visual statement that captures attention in any context. The organic, metal-cast aesthetic of the visuals reinforces the company’s commitment to safety, making it clear that their mission is serious yet approachable.
This identity evolves into a cohesive narrative that can adapt across various applications, whether on printed materials or digital platforms. Each element works together to create a compelling story of reliability and vigilance, ensuring the brand resonates with its audience and stands out in a competitive landscape.
At the heart of the identity lies a custom logotype and a distinctive mascot, both crafted to convey authority and trust. The design features a high-contrast color palette, creating an impactful visual statement that captures attention in any context. The organic, metal-cast aesthetic of the visuals reinforces the company’s commitment to safety, making it clear that their mission is serious yet approachable.
This identity evolves into a cohesive narrative that can adapt across various applications, whether on printed materials or digital platforms. Each element works together to create a compelling story of reliability and vigilance, ensuring the brand resonates with its audience and stands out in a competitive landscape.
USA Computer Surplus
Texas-based electronics retailer, renowned for offering high-quality, renewed electronics at affordable prices, approached me to develop a type-based badge that would elevate their brand identity. Committed to exceptional customer service and a diverse product lineup, the retailer sought a visual representation that captures the essence of their mission.
I crafted a bold system of typography and color choices that reflect their blazing-fast service and extensive selection. This cohesive identity not only showcases their dedication to quality but also positions them as a trusted destination for consumers seeking value in their electronics purchases.
I crafted a bold system of typography and color choices that reflect their blazing-fast service and extensive selection. This cohesive identity not only showcases their dedication to quality but also positions them as a trusted destination for consumers seeking value in their electronics purchases.
FT.WA
FT.WA, or Forward Thinking. Woven Attitude, is a visual content and design-focused studio operating between London and Karachi. Positioned at the intersection of identity and creative freedom, FT.WA champions fresh, youth-centric dialogues that challenge conventions. Through its work exploring subversive and counter street culture as well as sustainable streetwear, the studio seeks to highlight both nuanced and bold narratives.
Our approach to developing FT.WA’s visual identity was rooted in a commitment to authenticity and dynamism. Through a series of intensive discussions and workshops, we crafted a design system that embodies the raw energy and unapologetic ethos of the brand. The identity includes bold and versatile color palettes aimed at capturing the vibrant and disruptive nature of the brand’s core message; custom bilingual logos designed to reflect the studio’s global presence and dual cultural influences; illustrated assets tailored to add layers of storytelling and visual depth; and a comprehensive typeface library built to offer flexibility and coherence across applications, including the studio’s merchandise collections.
FT.WA has since established itself as a powerful voice within the underground and street culture scenes, collaborating with global giants such as Red Bull, Google, YouTube, and Vice Asia. Additionally, its work with some of Pakistan’s most innovative musicians further underscores its role as a trailblazer, seamlessly merging design with cultural advocacy.
Our approach to developing FT.WA’s visual identity was rooted in a commitment to authenticity and dynamism. Through a series of intensive discussions and workshops, we crafted a design system that embodies the raw energy and unapologetic ethos of the brand. The identity includes bold and versatile color palettes aimed at capturing the vibrant and disruptive nature of the brand’s core message; custom bilingual logos designed to reflect the studio’s global presence and dual cultural influences; illustrated assets tailored to add layers of storytelling and visual depth; and a comprehensive typeface library built to offer flexibility and coherence across applications, including the studio’s merchandise collections.
FT.WA has since established itself as a powerful voice within the underground and street culture scenes, collaborating with global giants such as Red Bull, Google, YouTube, and Vice Asia. Additionally, its work with some of Pakistan’s most innovative musicians further underscores its role as a trailblazer, seamlessly merging design with cultural advocacy.
Project Tanzania
In 2022, Branches Community Projects began a dialogue with Umoja Tanzania, recognizing the organization's strong impact and clear vision for uplifting young Tanzanians. Umoja's holistic approach encompasses education, well-being, life skills, and community connections. Motivated by these efforts, Branches decided to support the development of new facilities alongside Umoja.
In 2023, Branches reached out to me to create three illustrations for a charity event to raise funds for "Project Tanzania." The illustrations depicted the envisioned future spaces, giving attendees a glimpse of the project's long-term goals. These visualizations were presented alongside photos of the ongoing construction, helping to communicate the project’s transformative potential. As of now, Project Tanzania has raised over $60,000.
In 2023, Branches reached out to me to create three illustrations for a charity event to raise funds for "Project Tanzania." The illustrations depicted the envisioned future spaces, giving attendees a glimpse of the project's long-term goals. These visualizations were presented alongside photos of the ongoing construction, helping to communicate the project’s transformative potential. As of now, Project Tanzania has raised over $60,000.
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