he branding journey of Urban Vault, a fictional retail warehouse brand offering premium gear, clothing, and outdoor products. The goal was to create a strong, modern identity that reflects the brand’s adventurous spirit while staying flexible across digital, print, and in-store channels.

As the lead designer, I was responsible for developing a comprehensive brand book that included logo design, typography, color palette, visual assets, tone of voice, and layout systems—ensuring Urban Vault had a consistent and scalable visual identity.

Urban Vault was entering a competitive retail market dominated by brands with well-established visual presence. Its existing design assets were generic, inconsistent, and lacked a unified brand story—making it hard to build recognition, attract customers, or differentiate from competitors.

The brand needed a refreshed identity that would:

Reflect its core values (trust, adventure, and quality)


Resonate with modern, style-conscious consumers


Scale easily across online platforms, physical packaging, signage, and marketing


Without a clear brand system, every touchpoint felt disconnected, weakening brand recall and trust.

Create a bold, modern logo system adaptable for digital and physical use 

Define a cohesive color palette, typography system, and grid structure 

Establish voice and tone guidelines to align with Urban Vault’s positioning 

Build a flexible asset library for social media, banners, ads, and merchandise 

Deliver a clear and usable brand book to maintain consistency across teams

I explored competitor brands like Patagonia, REI, Decathlon, and smaller DTC adventure startups. I analyzed their visual language, tone, use of color, and how they communicate with their audience.

Adventure brands succeed when they balance ruggedness with clarity


Overuse of dark tones can feel too aggressive; users preferred a sense of energy and trust


Consistency in iconography, type, and packaging plays a big role in buyer confidence


A strong voice—whether bold, cheeky, or straightforward—helps a brand stand out

I crafted a geometric monogram “UV” that could work standalone or with the brand name. The logomark was designed with versatility in mind-easy to scale, engrave, or emboss.

Moved away from overused sans-serifs and introduced a custom type pair with strong structure and soft edges, balancing authority and approachability.

Chose a bold, fresh base combined with a functional grayscale. Accent colors were selected for seasonal flexibility and accessibility.

🖼️ Brand Showcase – Final Identity Preview

This project reminded me that branding isn’t just about logos-it’s about building trust at every touchpoint. The most powerful design systems are the ones that empower teams across marketing, product, and packaging to stay on-brand effortlessly.

Creating the Urban Vault brand book sharpened my eye for visual alignment, tone consistency, and the art of flexible design systems.

Rebranded Urban Vault with a bold, modern identity and scalable design system—crafted to unify digital, print, and in-store brand experiences.

As the lead designer, I was responsible for developing a comprehensive brand book that included logo design, typography, color palette, visual assets, tone of voice, and layout systems—ensuring Urban Vault had a consistent and scalable visual identity.

Without a clear brand system, every touchpoint felt disconnected, weakening brand recall and trust.

I crafted a geometric monogram “UV” that could work standalone or with the brand name. The logomark was designed with versatility in mind-easy to scale, engrave, or emboss.

Urban Vault – Rebranding a Modern Retail Warehouse Experience

As a Senior UI/UX Designer at Blenheim Chalcot, I led a team of 5 designers across high-impact projects, increasing user engagement by 15%. I built a unified design system used across web, mobile, and internal assets, ensuring consistent branding. I also created pitch decks and reports that helped improve project approvals by 10% and client satisfaction by 5%. I played a key role in rebranding Agilisys sub-products like EHCP and Needs Assessment, refreshing visual identity and accessibility. Collaborating with developers and stakeholders, I ensured smooth handoffs, faster delivery, and fewer design iterations.

At Dronapay, I led the design and rollout of a company-wide design system that reduced bugs by 10% and improved user satisfaction by 15%. I redesigned the core platform UI, enhancing user flows and engagement by 20%, and boosting conversion by 12%. I designed two key portals-Organizer and Admin-with 6+ major features, including a new, user-friendly navigation bar. I conducted over 10 design audits and resolved 50+ usability issues through research and testing. I also mentored junior designers and managed projects from concept to launch, ensuring timely delivery and stakeholder alignment.

At TCS, I designed innovative UI/UX solutions for web and mobile apps, dashboards, and landing pages across enterprise projects. I collaborated with cross-functional teams to align designs with both user needs and business goals. I also produced and edited video content using TechSmith Camtasia and built interactive dashboards in Power BI to support data-driven decision-making. I conducted usability testing, gathered feedback, and refined designs for better outcomes. All deliverables were built with responsiveness and accessibility in mind, ensuring seamless experiences across devices and platforms.

I designed intuitive and responsive UI/UX for web and mobile applications, landing pages, and email templates. I created user flows and wireframes to guide the design process and collaborated closely with developers to ensure smooth implementation. I conducted usability testing to validate design decisions and iterated based on real user feedback. All designs were optimized for various devices and strictly aligned with brand guidelines to maintain visual consistency across platforms.

I developed responsive websites, landing pages, and email templates, ensuring seamless performance across browsers and devices. I worked closely with designers to implement creative, user-friendly web elements that aligned with brand goals. I optimized HTML and CSS code for speed, accessibility, and maintainability-ensuring a smooth and inclusive user experience across platforms.

the design and development of Design Director, a centralised platform built to help design leaders manage creative projects, oversee teams, and maintain consistency across multiple design streams. The goal was to reduce chaos, misalignment, and inefficiencies in design operations by providing visibility, clarity, and control to Design Directors and leads.

Design directors often face challenges in:

To efficiently manage a global team of designers, track skills, and streamline project assignments while reducing cognitive load.

I conducted interviews with 7 design leaders and leads across agencies and product teams. We mapped their pain points, workflows, and the tools they relied on (Figma, Notion, Slack, etc.)

We studied tools like Asana, Abstract, Zeroheight, and Notion. While powerful, none were tailored for design-specific needs like file versioning, real-time feedback in Figma, or visual QA.

I chose the user flow method to clearly outline the path users follow within the system, reducing friction and improving efficiency. By anticipating user actions and guiding them intuitively, the flow ensures a seamless experience and helps users achieve their goals quickly and effectively.

I created wireframe to visualise concepts, gather user feedback, iterate on design improvements, and validate user needs early in the development.

🎨 From Ideas to Interface – The Design Director Experience

This project helped me understand the leadership layer of design more deeply. I learned how important it is to reduce friction, encourage visibility, and make feedback workflows seamless. Designing for designers is both exciting and demanding-you need to respect their process while making it better.

Design Director proved that when you empower creative leads with the right tools, the whole team benefits.

A centralised management system streamlines designer profiles, skill tracking, and project assignments, keeping the design director informed and responsive.

Design Director Solution – Smarter Oversight for Design Team Success

QuickLoan is a mobile application designed to provide a fast, easy, and transparent personal loan experience. We aim to disrupt the traditional lending process by offering a streamlined application, clear loan terms, and quick fund disbursement-all within a user-friendly and modern interface. The app caters to individuals needing quick access to funds for unexpected expenses or short-term financial needs.

Traditional lending platforms are often complex, slow, and intimidating for first-time borrowers. Users struggle with long forms, unclear processes, and lack of transparency in repayment options.
There’s a growing demand for fast, mobile-first lending solutions that are both trustworthy and easy to use-especially among young professionals and gig economy workers seeking small-to-mid range personal loans.

Addressing this problem meant designing a frictionless borrowing experience, while balancing simplicity, trust, and regulatory compliance.

We conducted user interviews and surveys to understand how people currently approach personal lending. The target audience included working professionals aged 22–35, many of whom were seeking quick loans for emergencies, education, or lifestyle upgrades.

We analyzed apps like Navi, PaySense, and KreditBee to identify UX gaps and user frustrations. Many of these apps lacked visual clarity, upfront communication, or user education around eligibility.

Brainstorming sessions helped us define the core user flows — Loan Discovery → Application → KYC → Approval → Repayment Dashboard.

Regular feedback loops helped refine flows based on user feedback.

A key challenge was educating first-time users about financial terms without overwhelming them. We solved this by including progressive disclosures—details that only appear when needed—and tooltips to explain loan jargon.

We also addressed concerns around document uploads on mobile by offering a camera-capture option with crop/retake functionality.

This project reinforced the value of balancing simplicity with clarity, especially in fintech. I learned that micro-interactions, visual language, and transparency can directly influence user trust. The iterative feedback loop was key to building something users felt confident using.

QuickLoan is more than just a finance app - it’s a step toward making personal lending easier, friendlier, and more human.

QuickLoan simplifies personal lending with a modern, user-friendly interface-offering secure loans, easy repayment, and transparent communication.

Regular feedback loops helped refine flows based on user feedback.

Money Lending Made Easy: Designing a Seamless Borrower Experience

EcoTrack is a B2B SaaS platform designed to empower organisations with the tools needed to monitor, manage, and reduce their carbon footprint. This dashboard allows sustainability teams to track emissions data, evaluate project impact, and make data-driven decisions—efficiently and at scale.

As the lead designer, I was responsible for translating complex environmental reporting requirements into a clean, interactive interface that simplifies workflows, drives stakeholder collaboration, and encourages action toward sustainability goals.

Many businesses today lack the tools to accurately track and report their carbon emissions across departments. Disconnected data sources, manual spreadsheets, and inconsistent reporting formats make it difficult to benchmark sustainability progress or develop impactful reduction strategies.

I conducted in-depth interviews with ESG managers and sustainability analysts. Insights revealed a strong need for:

Based on interviews and secondary research, I created a detailed persona to guide the design process:

I reviewed tools like Watershed, SpheraCloud, and Net Zero Cloud. Most competitors had robust data engines but lacked UX clarity for non-technical users. This opened an opportunity for a more intuitive, humanised design that balances analytics with ease of use.

Our approach was shaped around three pillars:

I applied an earthy, professional theme: muted greens for trust, neutral greys for data balance, and active status badges in orange/red/green. Typography and iconography were chosen for scannability and contrast compliance.

Where Strategy Meets Design – Explore the EcoTrack Dashboard

Designing for sustainability taught me how to visualise impact, not just information. The best dashboards don’t just display data - they guide users toward better decisions. EcoTrack gave me the opportunity to blend environmental responsibility with empathetic, evidence-based design.

Transform environmental impact with our Carbon Footprint Reduction Dashboard, empowering organisations for smarter, sustainable operations.

EcoTrack – Driving Smarter, Greener Business Decisions

Redesigned the homepage to honour Jawa's special edition motorcycles with a bold, emotion-driven layout, interactive spec highlights, and clear CTAs. The new design improves user engagement and storytelling while reflecting the brand's vintage-modern identity.

Emotion-Driven Storytelling: Integrated bold typography with a tribute-focused message ("The Brave and The Bold") to emotionally engage users at first glance.

Visual Hierarchy &amp; Focus:
Used strong contrast and structured layout to highlight key CTAs ("Book Online", "Download Brochure") without clutter.

Interactive Hotspots on Product:
Added tooltip-based markers to highlight specs (e.g., 293CC capacity) directly on the bike—creating a more engaging, touch-friendly experience.

Micro-Interactions:
Subtle hover effects and clickable elements guide users intuitively through the page.

Modern Visual Aesthetic:
Applied a monochromatic, high-contrast colour scheme to reflect Jawa’s vintage-modern appeal and differentiate from typical auto sites.

Improved clarity, emotional connection, and interactivity, enhancing the fan experience while keeping the design respectful of Jawa’s heritage.

Designing a visually compelling homepage for Jawa Motorcycles’ special edition—celebrating its legacy and forging a strong emotional bond with enthusiasts.

 Integrated bold typography with a tribute-focused message ("The Brave and The Bold") to emotionally engage users at first glance.


Used strong contrast and structured layout to highlight key CTAs ("Book Online", "Download Brochure") without clutter.


Added tooltip-based markers to highlight specs (e.g., 293CC capacity) directly on the bike—creating a more engaging, touch-friendly experience.


Subtle hover effects and clickable elements guide users intuitively through the page.


Applied a monochromatic, high-contrast colour scheme to reflect Jawa’s vintage-modern appeal and differentiate from typical auto sites.

Jawa Motorcycle – UX-Focused Homepage Redesign

Brilliant work, Akshay - spot on and great job! Thank you. I’m really impressed with your design work and looking forward to working together to help shape the Agilisys brand.

Plum Turner

Akshay Vartak – Thank you for your creativity and skill in designing and developing a website that is both visually appealing and user-friendly. Your attention to detail and commitment to quality were evident in every aspect of your work. Keep up the great work!

Varun Bari

You know what they say.. if you don't want to work, don't do it well. This to say that I have been extremely happy with the results of the guidelines you have build for the brand websites and I
am reaching out for your services again.