/Role: Sole in-house designer
/Timeline: 2020 - 2022
/Scope: Brand Identity Application | Social and Print Design | Photography Guidelines |
Marketing Campaigns | Website Design | Motion
Startup
Trove was launched in February, 2020 and I was hired soon after in June.
I came in as the first in-house designer to develop their brand, and implemented it across touchpoints - print assets, social media creatives, the website, photography guidelines, marketing campaigns, and the office space design. I created design systems and asset libraries for designers who came after me.
I worked directly with the founder, helping not only with design but also bringing in organizational systems - introduced Asana, set up regular team meetings - to make workflows, task management, and coordination more efficient.
when i joined - 2020
150
Instagram followers
N/A
Website
1
Cities - Pune
1
Countries - India
4
Experiences provided - Perfume making, Mixology, Coffee Brewing, Hand-block printing
0
Assets at launch
4
Employees
Marketing campaigns
Round 1
Once the rebrand was complete, the next task was creating assets for marketing and promotional campaigns:
Social media campaigns
Corporate campaigns
Each campaign needed:
Brand Imagery
Digital & Print assets
Motion Design assets
Experiences activity cards
Trove welcome card
Social Media Posts
Event backdrop
Event easel
Bags to carry stuff after the event
Corporate presentations
Bags to carry stuff after the event
Round 2
After implementing the rebrand across digital and print assets, the biggest gap was imagery.
Again, the campaigns needed:
Social media campaigns
Corporate campaigns
Each campaign needed:
Brand Imagery
Digital & Print assets
Motion Design assets
/Case study: Mixology Experience
Product Photography Direction
No good 'stock photos' existed for the events that Trove offered. For example, for the Mixology event, I wanted an image of someone interacting with the hamper (a Trove supply kit for the event). Photos provided by the folks who were onsite of these events were inconsistent and low in quality. The brand looked fragmented because of it.
I pushed for dedicated staged photo/video shoots where I set the guidelines of what was needed for each event, built the moodboards, directed the shoots, and hand-modelled several experiences myself.
The result: one consistent visual language across social and print mediums, and the engagement to show for it.
Staged shots of event in motion
Event Hamper shot
Shoot BTS
social media and motion design
Once I got the staged photos and videos, I created the easel, activity cards, and other supporting social media assets. For the next mixology event, we placed these physical assets at the event.
We then called for in-event videography to shoot based on the guidelines I'd set.
Using the raw footage from the Mixology event, I created more consistent and visually appealing social and motion promotional content.
This was repeated for all events - creating a strong brand presence, both onsite of the event as well as online.
The Website UX
Established
By the time I left in 2022, Trove had over 10k+ followers on Instagram with an established online and offline following. They had expanded to 4 cities providing over 30+ events.
The website was live and people were using that to browse and book events.
today - 2026
120k+
Instagram followers
Live
Website
7
Cities
2
Countries - India, UAE
55+
Experiences provided
6k+
Assets created by me
30+
Employees
