Desi Natural Brand Transformation
Elevating South Asian Brand Identity Through 360° Creative Direction.
Role
Creative Director – Full-service campaign leadership from brand strategy to digital experience.
Overview
As the lead creative for Desi Natural, I guided the brand’s transformation through a year-long 360° campaign — from winning the initial pitch to executing packaging launches, digital storytelling, and real-world brand moments.
Campaign Launch + Cultural Moments
Highlights
Produced multiple brand videos showcased during major cultural events, including a feature on the Times Square Diwali billboard
Directed campaign strategy for Desi Natural’s brand awareness push during their packaging relaunch
The hero brand video, distributed across paid media channels, exceeded market benchmarks in both video completion rates and click-through rates, reflecting strong engagement across platforms.
Social & Influencer Strategy
Highlights
Managed ongoing IG content production, including photo direction, reels, and culturally relevant content.
Led consulting and creative for influencer collaborations and community engagement.
Digital Experience
Digital Banners
As part of Desi Natural’s digital campaign, I designed a series of culturally rich banners that celebrate everyday moments within the South Asian community. To reflect the spirit and warmth of Desi life, I incorporated hand-drawn illustrations that echo traditional patterns and festive energy. The vibrant color palette and layered visual textures were intentionally chosen to evoke joy, pride, and authenticity, ensuring the campaign feels both celebratory and deeply personal.
Website Rebuild
I led the creative direction for Desi Natural’s full website redesign, intending to align their digital presence with the warmth, pride, and authenticity of the brand. Working closely with strategy and development teams, I created a design system that’s clean, mobile-responsive, and rooted in cultural storytelling. From product education to store-locator functionality, every touchpoint was built to strengthen consumer trust while honoring the everyday experiences of Desi families.
TVC & Production Strategy
Highlights
Provided creative guidance and asset alignment for product photoshoots (visual execution handled by client-side team).
Oversaw creative direction and visual prep for upcoming TVC production (currently in development).
Note: Some campaign assets are in active production. Final visuals coming soon.
