BAPS

For over a decade, I have served as Creative Lead for BAPS Shri Swaminarayan Mandir, one of London's most visited cultural institutions, defining and evolving brand identity, product design, design systems, and creative direction across every touchpoint. Leading a multidisciplinary practice across brand identity, product design (UX/UI), marketing and campaign, editorial, and experiential, I collaborate with stakeholders to define strategic creative vision, then direct and oversee execution from concept through to delivery across digital products, environments, events, and publications. The work spans brand identity, UX/UI, campaign creative direction, illustration, editorial design, and experiential environments, building cohesive, scalable systems that communicate with clarity, cultural sensitivity, and visual rigour across screens, spaces, and audiences scaling across the UK and Europe.