Multifaceted writer and creative strategist with cross-industry experience across agencies, brands and entrepreneurship.
Case Studies
91Springboard
Brand Identity
Brand Strategy
Content Strategy
Digital
Events
Launches
UI/UX Copy
Website
A Little Introduction
In five years, I didn’t just “do creatives” for one of India’s largest coworking companies - 91Springboard. I helped them scale from 3 to 30 hubs by shaping the brand narrative, customer journey, building brand identity, website, campaigns, and content that kept everything consistent nationwide.
To add to it, I built & worked closely with a community that grew to 15,000+ entrepreneurs, listening to them, building for them, and translating their needs into brand experiences.
During my time there we:
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Grew ARR from ₹48 crore to ₹201 crore in the first three years
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Scaled the team from 30 to 300+
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Expanded from 3 to 30 hubs
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Grew the footprint from 3 to 9 cities
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Supported the business through 3 funding rounds
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Helped grow the community to 15,000+ entrepreneurs
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Built the enterprise offering from the ground up
Brand Identity
Built from strategy, not aesthetics.
We started by running consumer research and workshops to pin down whom we were really speaking to, what the brand stood for, where we wanted to land, and then turned those foundations into the brand identity. This was in collaboration with the lovely folks at Ipsos.
Old
The Original Logo
New
Evolved, simplified version done by out-sourced branding partner
Business cards
Clean but punchy, built around the 91S icon, with just enough flexibility for people to choose colours that felt like them, without the brand ever looking messy or inconsistent.
Social Media
Created the social media strategy and content buckets then converted them into scalable templates and formats, keeping the brand consistent while building trust and growing 91Springboard’s customer base.
Website
Sometimes, too many cooks can make a good soup.
The website was a complex project with multiple internal and external stakeholders. The homepage was the make-or-break moment: ground zero for impact. I shaped everything from consumer research to customer journey design.
The Result
A sharp, intuitive UI/UX that improved the overall experience. We continuously refined it using core analytics, heatmaps and real user behavior insights from the site.
91S Member App
A little app with a lot going on.
We built an app that put everything members needed in one place. From booking meeting rooms and RSVPing to in-hub events, to claiming boosters and participating in referral programs. In other words, life at 91Springboard, in the palm of your hands.
Metrics
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Scaled the Member Community app to 25k downloads and 2k daily active users
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Reached 75% member penetration (10k+ downloads) within the first 3 months
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Built a hiring channel connecting members to a pan-India network of freelancers and agencies, driving 500 RFPs weekly
Ekyanave Parinde
The brand story. Not the floor plan.
We needed a launch film for 91springboard’s new Mumbai hub, but didn’t want it to feel like a standard “new office” announcement. So we made an art installation called ‘Ekyanave Parinde’ (designed by Moshimbo Design) the hero and let it carry the story capturing the culture of 91Springboard without showcasing generic office shots.
Films
We cut the jargon. But kept the story.
I conceptualised and executed multiple films with both internal and external teams to tell the brand story creatively without falling into corporate jargon.
Referral
A bigger thought, so the ask didn’t feel small.
Led by the line “Good things are better shared”, the campaign struck a chord within the community and gave referrals a more natural, people-first framing. Supported by a mix of bold creative ideas and lighter, copy-led assets, it kept the programme fresh, engaging, and helped drive a clear surge in referrals.
Campaigns
The Result
4x
leads.
40
%
conversion increase in the first 6 months.
Hiring
If your hiring campaign can’t be bothered, why should they?
How do you make hiring posts interesting? Simple. You build the visuals by hand, cut and layer paper into letterforms, photograph them, and use those images across your campaign.
UNLEASH became one cohesive hiring idea: a manifesto-led series aimed at the kind of people 91springboard wanted; curious, sharp, opinionated doers. Rolled out across the physical copy of Brand Equity magazine and multiple digital channels, the campaign carried one clear idea across formats. Which included a booklet that was given to candidates in-person, just before their interview.
Events
Google for Startups: Superwomen
Under 91Springboard’s pan-India partnership with Google for Startups, we created Superwomen, a multi-city event series designed to support and engage communities of women entrepreneurs. Built around learning and upskilling, the series turned a broad ecosystem mandate into a meaningful platform for connection and growth.
Google for Startups: Big Data Summit
I also helped put together the ‘Big Data Summit’ at a time when big data was gaining traction but still poorly understood. The event was designed to cut through the noise and create a more informed conversation around what it really meant for startups and businesses. It turned an emerging trend into a timely, insight-led platform for learning and discussion.
Pecha Kucha
We put together Mumbai’s first PechaKucha at 91Springboard, BKC, taking it from speaker outreach to a full house on event day. This included curating and briefing speakers, driving marketing through design and PR, and ensuring the event was captured through video and speaker interviews. With the hub filled to capacity, it became a standout community-led event for the space.
Internal Login Screen
Turning a utility into a promotional space
I noticed there was one screen members saw every single day: The internal login page. So we turned it into something more useful: a simple space for timely updates and relevant product plugins. It also became a way to spotlight our Boosters (value-added services) that helped members in their professional and personal lives.
Community Comms.
Newsletter
They say nobody reads a newsletter, we said otherwise.
I created a monthly newsletter template that kept the structure familiar every time, but let the content change naturally for different centres and communities across geographies.
Metrics
50k+
subscriber base
37
%
average open rate
6
%
average click rate
Topical Comms.
Not fireworks. But frameworks.
I tapped into the Diwali festivities with a simple card that helped drive awareness but it ended up doing a lot more than that. It became the starting point for setting up employee and member POSH committees, followed by POSH workshops across 30 hubs in 9 cities.
Emailers to members
The polite art of getting things done.
I handled the “boring but important” emails: plans, invoices, reset links, onboarding, offers, and offboarding. So every message felt friendly and warm, not transactional and cold.
Brand Assets
One set of rules. A thousand ways to play.
We built a system to do two things at once: stay unmistakably 91Springboard, and stay flexible enough to keep evolving. From business cards anchored by the 91S icon to social templates built around clear content buckets, the assets kept the brand consistent without ever making it feel repetitive.
Business cards
Clean but punchy, they were built around the 91S icon, with just enough flexibility for people to choose colours that felt like them, without the brand ever looking messy or inconsistent.
Social Media
I created the social media strategy and content buckets then converted them into scalable templates and formats, keeping the brand consistent while building trust and growing 91Springboard’s customer base.