You’ve worked in globally respected studios like Pentagram and Mojo Supermarket, and now operate independently from Mumbai. How did these transitions shape your understanding of creative value? Did your perspective on “what’s worth charging for” change as you moved between structured teams and solo practice?
Working at various studios and agencies shaped my understanding of creative value, especially when I went freelance. Their structured approach to billable hours, revisions, and deliverables provided a solid foundation for my independent work.
What changed most in solo practice is the level of ownership. You’re fully accountable for delivering work and standing by your design decisions, relying on your intuition without a creative director to consult. It’s just you, the brief, and your ability to progress it.
My perspective on what to charge for has evolved. Freelancing requires doing the work of an entire team with limited time and resources. It demands efficiency, intention, and confidence, leaving little room for second-guessing.
Clients aren’t just paying for visuals or execution anymore. They’re paying for your perspective and your judgment to make smart calls quickly, especially with ambiguous briefs.
One of the best aspects of working independently is choosing my collaborators. I prefer clients who trust my approach and value open dialogue, as this mutual respect makes the work more fulfilling.
How would you describe your current visual style, and how has it evolved since your agency days?
My work is bold, trippy and textured. There’s a certain energy I like to bring into both personal and client projects, whether through vibrant colour palettes or type that isn’t afraid to take up space.
When it comes to branding work, though, my style shifts based on what the brand needs. I’m not precious about applying my aesthetic to every project - but I do tend to lean toward brighter colours and bold typography during the early stages of exploration. That’s just where my instincts go.
Over time, my work has evolved quite a bit - from static layouts to motion to 3D. The tools have changed, and so has the process, but my approach to colour and texture has stayed pretty consistent. I still gravitate toward kinetic work, and a little offbeat - no matter what medium I’m working in.
What part of the design process do you enjoy most? How do your initial explorations typically look?
I enjoy the initial conceptual phase. It typically begins with a flurry of scribbled words, rough pencil sketches, and mind maps that often resemble doodles more than anything practical. I jot down ideas on whatever is available—my phone, iPad, or a notebook. This stage is all about expressing thoughts freely without judgment before refining them into something more purposeful.
The issue is exploring ‘how people price creativity.’ Do you remember the first time you quoted your rate as a freelancer? What was that moment like, and how did you determine a fair rate?
