Multidisciplinary Designer
Big ideas. Little details.
Lots of personality.
I'm a multidisciplinary designer working across brand, digital, and experience design. I turn ideas into thoughtful, expressive work with a little personality along the way.
Designer Specialist at Macy's · 4+ years · shipped homepage & campaign work
Brand & Visual
Campaign and visual design for Macy's across fashion, gifting, and toys — making each campaign feel more relatable to a younger audience, without losing what makes it recognizably Macy's.
A brand identity system applied to a real-world experience — the same principles of modularity, hierarchy, and scalability used to design a 3-day, 6-event South Indian wedding in Hyderabad across 13+ touchpoints and 400+ guests.
Product & Systems
Digital homepage templates and a component system built to stay consistent for users, whether the campaign behind it is Black Friday or a quiet Tuesday.
Plans that actually make it out of the group chat. A product design project: a collaborative planning app that replaces the endless back-and-forth between Maps, Yelp, and the group chat.
Cutting through 20+ competing offers so shoppers can actually find what's relevant to them — not just scroll past it.
Sociable:
A Group-Planning App
Plans that actually make it out of the group chat.
A concept app that helps friend groups decide and commit to plans, designed solo in Figma.
Every friend group knows this moment:
"I'm down for whatever."
Which usually means one person ends up planning everything — figuring out what everyone is actually not down for.
What should take 10 minutes turns into hours of back-and-forth, jumping between Google Maps, Yelp, TikTok, and Instagram.
And somehow... you still don't have a plan.
Birthday
Priya
Dev's birthday is Saturday. Ideas?
Maya
dinner?
Sam
what kind of food tho
Dev
I'm down for whatever
Thursday
Priya
wait are we still doing Saturday?
sent 4 restaurant links
Delivered
Girls Hang
Nina
we need a girls night
Ava
yes!! when
Zoe
I'm free whenever
Ava
anything but last time lol
3 days later
Ava
so are we doing anything?
sent the 4th Yelp link
Delivered
Happy Hour
Leo
happy hour thursday?
Sam
down
Maya
where tho
Leo
somewhere near the office?
Thursday 5:48 PM
hello??
Read Thursday 5:48 PM
The approach
Observation
Group plans stall between "I'm down for whatever" and an actual decision. One person ends up researching across four apps while everyone else waits.
Solution
One shared space where the group decides together: a planning hub, voting, an interactive feed of spots, and calendar integration.
The final design
From "what should we do?" to "see you there"
Brought everything together into a more cohesive experience — making planning feel faster, lighter, and more collaborative.
Key features
Group planning hub
→ Everything lives in one shared space
Collaborative decisions
→ Vote, react, and move plans forward
Interactive feed
→ Discover spots your group will like
Calendar integration
→ Find a time that actually works
How I got here
Plans stall
Six frictions, three root causes
Too much choice
Too many choices
Choice fatigue
Nobody owns it
No one wants to take charge
Effort is uneven
Hard to agree
The "vibe check" is real
Group chat silence
Where existing tools stop
Google MapsNo shared context or decision-making
BeliNot built for real-time group planning
YelpOverwhelming, not collaborative
These tools help you find places — but not decide together.
Before and after
Today
One person carries it · 4+ apps
With Sociable
Everyone weighs in · no app download for friends
1Send link
2Choose selections
3Send it back
4Get recommendations
5Calendar
So I designed around four ideas
Make collaboration visible
Everyone should see what's happening — not just the planner.
Keep everything in one place
No switching between apps mid-plan.
Make participation easy
Tapping is faster than typing. Lower the barrier to reply.
Make planning feel fun
The process should feel just as enjoyable as the plan itself.
The design journey
Sketch
Loose, unstructured ideas
→ Needed to become usable
V1
Core screens took shape, but felt heavy
→ Needed structure and hierarchy
V2
Felt like itself, but like a form
→ Needed to feel flexible and social
Final
Cohesive, lighter, collaborative
Sketching ideas
Rough structure
Exploring how group planning could work. Ideas were loose, unstructured, and all over the place.
V1
Clearer structure
First pass at the core screens — figuring out where things should live and how people move through them. It started to take shape, but felt heavy and disconnected.
V2
A more flexible, social system
The app started to feel like itself — but the flow still felt more like a form than a conversation. The experience was rigid where it needed to be flexible.
Beyond the app
A plan only works if people reply
Most tools assume everyone will download the app.
In reality, people just want to click a link and move on.
So I designed a lightweight browser-based flow for friends
to quickly weigh in — no friction, no commitment.
Ending "I'm down for whatever"
When the votes are in, the answer is obvious. No more chasing people up or re-reading a thread to figure out what everyone actually said.
How I'd test this next
The frames are built, but untested with real prototype interaction. Here's how I'd close that gap before calling this done.
→ Turn key frames into a clickable Figma prototype and hand it to 3-5 friend groups planning a real outing
→ Test whether the voting mechanic actually resolves group indecision, or just adds a new decision to make
Where this could go next
Real-time collaboration
Right now it's async — the next version should feel live, like everyone's in the room together.
Notifications help prevent plans from stalling
Plans die in silence. A well-timed nudge keeps things moving.
Macy's Star Deals Week:
Redesigning the Homepage for Scannability
When a homepage carries 20+ competing offers, how do you help someone find the one deal that's actually for them?
Owned the design files for the Star Deals Week homepage modules, from start to finish, working with the design team: a slideshow, a scrollable offer row and a deal calendar.
The problem
Too many deals, not enough clarity
Star Deals Week is one of Macy's most content-heavy campaigns — with multiple daily offers, changing promotions, and high visibility across the homepage.
The existing experience struggled to keep up. Content felt crowded, hard to scan, and difficult to navigate.
The goal was to create a system that could scale — without overwhelming the user.
The ask
In scope
Hero carousel, slideshow of top daily offers, and supporting offer cards — built to run across a discount period with rotating daily specials.
Out of scope
General merchandising carousels and monetization banners — existing, shared homepage components outside this project.
Usability testing existed on the research team's side, but results weren't shared with design — decisions here were shaped through direct stakeholder conversations and observed patterns from prior campaigns instead.
How other retailers do it
A quick look at how other high-SKU retailers handle high-volume sale periods — and what it confirmed or changed in this system.
Bloomingdale's
A pattern worth borrowing
A persistent, skinny ticker separates the always-on promo message from the hero — worth adopting to keep the hero focused on one dominant statement instead of competing with it.
Sephora
A pattern we'd already used
A horizontal carousel with a visible scroll arrow keeps density controlled — the same pattern Macy's already uses, confirming Change 2's slideshow approach is a proven pattern, not a one-off choice.
Target
What to avoid
Drops straight into a dense grid of small, competing tiles right below the hero — recreating the exact density problem this project was solving. Reinforced the decision to restrain content directly below the hero, not follow this approach.
What wasn't working
→ Too many promotions competing for attention
→ No clear hierarchy, so it was hard to scan and key buttons got lost
→ Long vertical stacks meant tiring scrolls
→ No way to tell when a deal was on
Too many priorities stacked above the fold
Promotional overload made every deal feel equally urgent
No clear hierarchy: nothing said what to shop first
What I did
I worked on the homepage campaign experience — figuring out how to make a page that changes daily, carries a huge amount of content, and needs to drive action actually feel manageable to shop.
I worked closely with content, marketing, and dev to make sure the patterns we landed on held up across the full campaign, not just a single moment.
How I approached it
— Cut the clutter: one clear thing at a time
— Show what matters most first
— Design for two seconds, not two minutes
— Work with one deal or twenty
— Stop burying what people need to click
The design
How the design changed
Change 1
Too many offers, one tidy row
Instead of presenting everything at once, content was restructured into a more digestible format — users could quickly scan and engage without feeling overwhelmed.
→ Shoppers were scrolling past deals they actually wanted. This fixed that.
Change 2
Less scrolling, more browsing
Vertical stacking was replaced with a slideshow-based approach, making it easier to browse multiple deals without excessive scrolling.
→ A more controlled, less fatiguing way to browse a lot of deals at once.
Change 3
A calendar showing what's on today
A calendar-based component helped users understand when deals were active — adding structure to an otherwise time-sensitive experience.
→ Star Deals runs for a week. People needed to know what was on today, not dig for it.
Change 4
Testing how much to show before the button (A/B test)
Collaborated on a dropdown CTA variation to replace cluttered multi-CTA rows, preserving category access while reducing visible noise on mobile.
→ The dropdown variant won — fewer visible options on mobile meant people found the category they wanted faster, without losing access to the rest.
The final design
Clearer, more structured, easier to scan
Fewer competing signals, clearer priority — the homepage reads as one coherent system instead of a wall of offers.
What guided the design
→ Hierarchy over volume
→ Content in modular pieces
Impact
— A more structured, scannable homepage
— Clearer promotions and timing
— No formal metrics were tracked for this project, but anecdotal feedback from stakeholders was positive following launch
What I learned
— Marketing and design don't always agree on which deal matters most; a slideshow format let both be right without forcing a fight over hierarchy
— The calendar was the cheapest fix with the biggest effect. Clarity beat polish.
If I had fewer constraints
Personalized deal ranking
Not everyone cares about the same 20 offers. With more time, ranking could respond to browsing behavior instead of showing the same order to everyone.
Post-launch measurement built in
There was no lightweight way to see which modules actually drove engagement after a campaign shipped — just anecdote and the next campaign's brief.
Macy's Homepage Design System:
One System Across Five Campaigns
A component system built to stay consistent for users, whether the campaign behind it is Black Friday or a quiet Tuesday.
Owned the design files for a reusable template library used across five Macy's campaigns, working with the design team.
The problem
Starting from scratch every time
Promotional modules weren't built once — they were reused across multiple campaigns. From Black Friday to Valentine's to Clearance, each campaign introduced slight variations.
The challenge was building something flexible enough to flex, but structured enough to stay consistent.
The ask
In scope
A reusable template system for promotional and editorial homepage content — skinny promo banners, carousel/modular grids, and slideshow/hero modules — designed to support recurring seasonal campaigns without rebuilding from scratch each time.
Out of scope
Individual campaign creative direction and copywriting, backend/CMS implementation, and homepage areas outside the promotional template library — navigation, account, and footer.
No dedicated research team was assigned to this project — refinements were driven by real campaign performance and stakeholder feedback across repeated seasonal launches from 2023 to 2025, not upfront usability testing.
What stayed the same
Five campaigns, one system
Rather than a single brief, this was a recurring need across very different kinds of campaigns — high-urgency sales events like Black Friday, Easter, and Valentine's Day, as well as editorial, non-promotional content like Fall Fashion and Summer Favorites. Each had a different tone and purpose, but all needed the same underlying system: fast to launch, visually consistent, and buildable without starting from scratch.
Each row compares what was unique to that campaign against what stayed identical across all five — the surface changed, the underlying system didn't.
| Campaign | Type | What varied | What stayed constant |
|---|---|---|---|
| Black Friday | Promotional | High offer density, urgency-driven CTAs | Core template grid, CTA hierarchy |
| Easter Sale | Promotional | Softer visual tone, seasonal imagery | Same component library |
| Valentine's Day | Promotional | Lighter tone, fewer simultaneous offers | Same modular structure |
| Fall Fashion | Editorial | Lifestyle-led, no discount messaging | Same layout system, swapped content type |
| Summer Favorites | Editorial | Product-led storytelling, minimal urgency | Same responsive grid |
Where the system struggled
Templates changed every campaign
No consistency from one campaign to the next
Reusing a template meant manual fixes
Every reuse meant starting a conversation about what needed to change
Busy campaigns broke the layout
High-volume moments broke the visual structure we'd built
Hierarchy changed every week
What was prominent one week disappeared the next
What I did
I designed and refined the promotional templates — working within Macy's existing system, not around it. That meant every decision had to hold up across Black Friday, Valentine's Day, Easter, and everything in between.
Each campaign was essentially a live test of how well the templates were actually built.
How I approached it
The goal wasn't to make a beautiful one-off layout — it was to build something the team could hand off, reuse, and trust. That meant designing for the edge cases, not just the ideal version.
Every pattern needed to work whether the headline was three words or twelve.
The design
How the system changed
Change 1
One main message, everything else supports it
The homepage shifted from dense, competing promotional blocks to a cleaner hero-led structure — one primary message first, with supporting offers organized more intentionally below.
→ A single focus point made it easier for shoppers to know where to start.
Before — Multiple offers competed for attention at once, making it harder to identify the most important message quickly.
After — A single primary campaign message led the page, while secondary offers moved into a cleaner supporting structure for easier browsing.
Change 2
Less on the page, more from the page
The homepage evolved from crowded, box-heavy compositions into a cleaner modular system — larger imagery, fewer competing elements, and more intentional spacing.
→ Improved readability and reduced cognitive load in high-density layouts.
Before — Fragmented Offer Grid
Multiple boxed offers and competing messages created visual clutter, making the page feel dense and harder to scan quickly.
After — Cleaner Modular Storytelling
Larger content blocks, simplified layouts, and stronger spacing created a more premium browsing experience with clearer paths to shop.
Change 3
One system, three reusable formats.
Instead of one template stretched to cover every need, the system was built as a set of purpose-built, reusable formats — a compact banner for timely offers, a modular grid for browsing, and a slideshow for richer storytelling. Each campaign pulled from the same library instead of starting from scratch.
→ Three formats, one system — built to cover promotional, editorial, and browse-driven needs.
Skinny Promo Banner
A compact, reusable module designed to surface timely offers, campaign messages, or navigational links without interrupting the overall page flow.
Carousel / Modular Grid
A reusable browse-focused component that organized products, trends, or categories into a clean, scannable format that encouraged deeper engagement.
Slideshow / Hero Module
A flexible storytelling template that balanced promotional urgency with richer visual moments, allowing campaigns to scale from sales events to editorial launches.
Change 4
Better after every campaign
Rather than treating templates as fixed outputs, repeated seasonal launches created opportunities to refine hierarchy, simplify layouts, and elevate the experience over time.
→ By 2025, hierarchy and spacing decisions were shaped by three years of real campaign evidence, not a single redesign moment.
Early Version (2023)
The initial framework prioritized promotional volume and category access, creating a functional but denser browsing experience.
Transitional Version (2024)
Layouts began shifting toward stronger imagery, cleaner spacing, and more intentional content groupings while maintaining promotional flexibility.
Current Version (2025)
The evolved system used clearer hierarchy, hero-led moments, and simplified supporting modules to create a more premium, scannable experience.
What I learned
A system is judged by how it holds up over time
01
The struggles didn't show up in planning — they showed up mid-campaign, from One Day Sale to Winter Clearance, once real content hit the templates
02
Editorial content like Fall Fashion tested the system harder than promotional campaigns did — proving flexibility mattered as much as consistency
The final design
The same page every campaign, a bit smarter each time
Same components → less effort to build
Less effort to build → more time to refine
More predictable for users → more trust in the experience
Impact
— Consistent, scalable experience across campaigns
— Reduced time spent rebuilding common patterns
What I'd keep in mind
— The lasting work was the logic behind the layout
— Real-world reuse exposed things planning never would
If I had fewer constraints
Dynamic templates by campaign type
Black Friday shouldn't behave like a normal week — the template should know the difference.
Smarter content prioritization
Surface what actually drives engagement instead of what's just newest.
Wedding Identity & Experience Design
A Design System
Applied to Real Life
I designed my own wedding identity — a 3-day, 6-event, 400+ guest celebration in Hyderabad, India — built the same way I approach product design: hierarchy, modularity, and reusable components, applied to print and physical space.
A full identity system across 13+ touchpoints for a 3-day, 6-event wedding with 400+ guests.
The starting point
Why a traditional invitation didn't fit
Growing up, I knew elaborate, booklet-style Indian wedding invitations. Online, I kept seeing long animated video invitations that took 45 seconds to get through. Neither felt like us. I wanted something in between: modern, easy to experience, and rich with tradition.
The challenge
A wedding is a product with one launch day
6 events, 3 days, 400+ guests flying in from around the world, many at their first Indian wedding. The problem was informational as much as visual. And there was no second launch.
The design question
How do you build a system that works across 13+ touchpoints, scales from a 3-inch tag to a 4-foot board, holds across 6 event contexts, and still feels personal?
Multiple events, one identity
Each with its own tone, all part of one world
Cross-cultural audience
Guests from many countries, with varying familiarity with South Indian tradition
No room for iteration
One shot: the day is fixed and the signage goes up
Scale without repetition
Everything must cohere without feeling templated
The component system
How I built the component library
I wanted the typography, illustrations and design language to become so recognizable that guests would immediately think of our wedding. A visual system with enough internal logic to scale across dozens of touchpoints and still feel intentional.
Events designed
6
Pellikuthuru to After-Party
Custom illustrations
20+
hand-crafted icons & motifs
Touchpoints
13+
print, digital, interactive
Vendors curated
14
shipping to US & internationally
The components
Type system — three voices
Editorial serif for event titles, script for subordinate labels, all-caps sans for functional information.
Color system — base tokens + event extensions
Botanical green, marigold and parchment as the root palette. Each event inherits from the same anchors with its own dominant tone.
Logo — one integrated mark
Palm trunk through the A&N ampersand. Scales from a 4-foot backdrop to a 5mm wax seal without modification.
Arch — the layout grid
Frames every output, from invitation spreads to the hamper tag. One component, every scale.
The asset library
Custom assets, made to be reused
The invitation suite is a 6-event booklet. Each spread is its own world, held together by one device: a scalloped Nizami arch that frames every event. The arch is the constant. Background color, illustration set and palette change event by event.
The arch went beyond a graphic motif. The hamper tag given to every guest was die-cut into the arch silhouette, so the shape of the design system became the shape of a physical object.
The palette is a record of the place
Botanical green from banana leaves, marigold from the garlands, parchment from brass lamps and jasmine, the palm motif from the resort itself.
Build once, deploy everywhere
Each illustration appears on the invitation, welcome board, itinerary and wardrobe guide, resized and never redrawn.
The wardrobe guide
Helping guests dress for each event
Many guests had never attended an Indian wedding, let alone a South Indian one. They didn't know a lehenga from a sharara, what "jewel tones" meant here, or where to shop from the US. The wardrobe guide became the most impactful deliverable of the project, and the one with the most direct feedback.
Each of the six events got an illustrated spread: timing, dress code, palette and exact garment terms for men and women. The last page listed 14 stores that ship internationally, with tips on ready-made vs custom stitching and pre-draped saris. It read less like a dress code and more like a guide written by someone who wanted guests to feel prepared.
“I could actually search for things online from the US and know exactly what I was looking for. I had no idea where to even start before this.”
Friends at their first Indian wedding, and experienced guests, called it one of the most detailed guides they'd received.
Guest navigation
Digital design principles, applied to print
Three days, 20+ moments across multiple venues. Guests needed to know where to be and when without asking anyone. Each itinerary was a standalone daily schedule: date in a terracotta display serif, times in italic, event names upright, locations in parentheses. Day 3 is a single page: breakfast, checkout, goodbyes. That restraint is a design decision too. The illustration shifts by day: umbrellas, brass deepams, a single palm.
Built to scan, not read
A guest could find their next event in under two seconds.
20+ moments across 3 days
Every moment from 7:30AM breakfast on Day 1 to 10AM goodbyes on Day 3, on three pages guests could fold and carry.
Why it works
One look, never repeated
The arch is the system, in 2D and 3D
One structural device frames every invitation, welcome board and itinerary, holding six different worlds together.
Illustrations that speak without words
Marigold garlands read as tradition, disco balls as nightlife, brass deepams as ceremony, legible across cultures without explanation.
The writing is part of the design
Every welcome board carries original copy written for its ceremony's mood. Words and visuals were designed together.
Designing the venue
Bringing the identity into the space
Every event had its own welcome board in the same arch-and-illustration language, printed at full scale on gold easels with original copy. The design was waiting for guests when they arrived.
Mehendi installation
Designed to get people talking
A freestanding board with 25+ pink envelope pockets sealed with gold wax: "How well do you know them?" Every card was assigned to a specific guest ("Niharika's Dad", "New York Friend"), so everyone had to find their envelope and could only answer the question inside it. Guests who had never met ended up comparing notes.
Sangeet bar menu
Bar menus
The signature menu gave the couple a voice at the bar: the Bride's Pick ("Tequila. Lime and a little bit of a kick. A bold choice.") and the Groom's Pick ("Just drink it.").
Menus, motion and social
The identity on every surface
Motion extended the identity into digital: a save-the-date reel, invitation motion graphics, Instagram posts and typography animations in the same visual language.
Save the date reel
Wardrobe guide motion
Illustration system
Result
What the work produced
Identity held at every scale
From a 5-inch booklet spread to a 4-foot venue welcome board — the arch, illustrations, and palette held without modification. No redesign for print scale.
System adopted across 6 events
The same visual language ran through every touchpoint — invitations, wardrobe guides, welcome boards, menus, programs, motion assets, and social content.
The wardrobe guide made dressing easier
Guests called it one of the most useful and detailed they'd received, useful enough to shop from before traveling to India.
Print showed what screens couldn't
Once something is printed at 4 feet and installed outdoors, you can't iterate. That constraint sharpened every decision — hierarchy, contrast, copy length — in ways a Figma review never could.
What I learned
The most meaningful project I've ever designed — and the one that taught me the most about how I actually think.
Design systems aren't limited to digital
The same principles that create consistency in product design — hierarchy, scalability, modularity, reusable patterns — create richer, more cohesive experiences across physical and digital environments.
Complexity feels simple with good information design
The wardrobe guide and itineraries proved that UX thinking belongs in print — scannable hierarchy, progressive disclosure, and clear wayfinding matter just as much off-screen.
Watching those hand-drawn illustrations leave my screen and become welcome boards, itineraries, and objects I could actually hold and see around me for three days — that's the most rewarding creative experience I've had.
Creative Campaigns — Macy's Inc.
Macy's Campaign Design:
One Brand, Many Worlds
Macy's has a loyal, well-established customer base — and a real challenge alongside it: evolving each campaign to feel more relatable and engaging to a newer, younger audience, without losing what makes it unmistakably Macy's.
Led campaign design across four Macy's campaigns, from Flower Show to Top Toy List, with the design team.
The problem
Making Macy's feel more relatable, campaign by campaign
Macy's has a well-established, older-skewing core customer. Across every campaign — florals, spring/summer, back-to-school, toys — the creative challenge was the same: find a more contemporary, engaging visual language that could bring in a younger audience, without losing the customer who's already there.
The design question
How do you make a legacy retailer's campaigns feel more current and relatable to a younger customer, without losing the one it already has?
Flower Show
Where the system started
Macy's 2026 Flower Show came with its own licensed illustration library — florals sourced from the show's own merchandise. I led the design system built around that library, working with the design team — color washes, modular lockups, and application logic — which carried through a month of daily "Bouquet of Deals" executions spanning fragrance and jewelry.
The system
Color washes and modular lockups, built around the show's licensed illustration set — a system designed to be reused across executions, not redrawn each time.
Explorations
Three different creative directions for the same daily-deal format, each testing a different way the illustration system could carry the moment — built for mobile and desktop from the start, not adapted after the fact.
V1 — Layered florals, framing the deal
Playing with the creative concept of layering the illustrated flowers, using framing to keep the deal in focus.
V2 — Single deal vs. double deal
Playing with the idea of showing the customer two deals on the same plain banner (desktop only) versus two separate banners as part of a slideshow.
V3 — Brand shapes as framing device
Playing with the creative concept of the shapes used in the brand guidelines as a framing device for the deals themselves, using flowers as a guiding design.
Shipped, in context
The full category page, live — a new deal every day from April through mid-May, carrying the illustration system across a full month of merchandising.
Spring/Summer
From cut-out grids to editorial layouts
I led a flexible campaign system for warm-weather dressing, working with the design team to balance editorial photography, product storytelling, and commerce — built for mobile and desktop from the start.
Explorations
V1 — Product-forward, cut-out grids
Focusing on the product and playing with grids and collages to show the different styles as cut-outs rather than in an editorial image.
V2 — Balanced editorial template
Playing with a more balanced template where products are shown on both sides to balance out the composition, with copy in the middle.
Shipped, in context
The chosen direction, live on the Summer Style Guide homepage.
Back to School
One assignment, three directions
I led one photoshoot's rollout across the homepage, working with the design team on three different compositional strategies — built for mobile and desktop from the start.
Explorations
V1 — Push & pull collage
Playing with a push & pull design treatment with collage-style image cut-outs to make some fun compositions for back to school. Color blocking focuses attention on the copy and adds a fun, colorful element to the mobile comps.
V2 — Grid system, product detail
Using a grid system to focus on product details, while also giving desktop a focus image placed right next to the copy.
V3 — Single group shot, motion
Using just a single image with multiple product features as a group shot, while also playing with the idea of adding motion to the mix.
Shipped, in context
How the chosen direction carried through to the homepage and product listing page — the final hero moment shipped as motion, not a static banner.
Top Toy List
From collage to AI-assisted scenes
A deliberately different brand register — high-energy, multi-license, built for an entirely different audience. This is also the campaign where the production process itself evolved most: from manually composited product cut-outs to AI-assisted lifestyle scenes, using Adobe Firefly for image refinement and Google Gemini for ideation.
Collage version
Licensed product photography, manually composited into a single banner — this was the standard approach, and the direction I originated for this campaign.
AI-assisted version
Same licensed characters, now placed into fully generated lifestyle scenes — a bedroom, a playroom, an illustrated world — built faster than a traditional photoshoot or manual composite would allow.
New tools, same goal: make people stop scrolling
The process
How the work came together
This case study includes both live, shipped executions and the exploration boards that shaped them — real artifacts from the actual process, not a polished highlight reel. These campaigns moved through informal stakeholder review rather than dedicated usability research, so I can't point to A/B data proving one direction outperformed another. What I can speak to is the real process: how each direction was explored, and how stakeholders weighed in on what best fit the campaign's overall look and feel.
I design systems, environments, and experiences that help people feel oriented, connected, and engaged
I'm Niharika — a systems-minded creative working at the intersection of brand, product, and experience design. I blend visual storytelling with real-world usability, balancing aesthetics with structure and creativity with scalability.
At Macy's I learned to think at scale — evolving legacy systems under business and technical constraints, building reusable modules that hold up across high-traffic surfaces, and iterating quickly while maintaining consistency. My personal work reveals another side: emotionally driven storytelling, hand-crafted visual identities, and experiences rooted in culture and human connection.
I think in worlds, not isolated assets. Whether it's a homepage system, a social planning app, or a party game, my instinct is to create cohesive experiences where every detail is intentional and everything scales.
Beyond the brief
Outside of work, I design personalized experiences for people — celebrations, storytelling, social interaction. My biggest personal project was designing the full visual identity for my own South Indian wedding: a cohesive multi-event suite blending traditional cultural motifs with modern editorial design. Every element was custom illustrated — invitations, logos, wardrobe guides, signage, and iconography — built around botanical greens, marigold tones, parchment neutrals, and culturally intentional details. The goal was building an immersive visual world, not just pretty stationery.
I also design highly customized social games and experiences for parties and group events — rooted in behavioral thinking and how to get people genuinely connected rather than just consuming passively.
Elevated but approachable. Clean without feeling cold. Modern with warmth. Editorial yet functional.
Skills
- Product Design
- UX / UI Design
- Interaction Design
- Design Systems
- Prototyping
- Brand & Visual Identity
- Art Direction
- Illustration
- Motion Design
Tools & Technology
- Figma / Figma AI
- Adobe Creative Suite
- After Effects
- Adobe Firefly
- Google Gemini
- AEM (Adobe Experience Manager)
- Framer
Experience
Macy's Inc.
Designer Specialist
Evolved the homepage from promotion-heavy layouts into scalable, storytelling-driven systems using AEM templates — in a redesign the company reported contributed to +2% go-forward comparable sales growth. Built and iterated on modular homepage systems in Figma, solving for scalability, content density, and usability across high-volume campaign environments. Developed motion and AI-assisted visual assets using After Effects, Adobe Firefly for image refinement, and Google Gemini for ideation.
Aug 2022 – Present
Clinique
Freelance Graphic / Web Designer
Created motion and visual assets for homepage and campaigns, scaling content across web and marketing platforms. Designed video creatives using Adobe After Effects & Premiere Pro. Developed digital ads for third-party platforms while maintaining brand consistency.
Apr – Jun 2022
Sociable — Personal Project
UI Designer (solo concept)
Designed a community-driven planning platform to reduce decision fatigue by consolidating group preferences, trusted inputs, and AI-driven recommendations. Led end-to-end design from concept to high-fidelity screens in Figma, including user flows and interaction patterns.
2023
Education
Parsons School of Design (The New School)
Bachelor of Fine Arts — Communication Design
2017 – 2021
Cornell University (E-Cornell)
User Experience Design Certification
2023
Let's make something worth noticing
Open to new opportunities, collaborations, and conversations. If you're working on something interesting, reach out.