Portfolio — Chandigarh, India

shubit sagar

Design Leader — Brand Strategy, Identity & Creative Direction

"I don't just design brands — I write their ethos, find their voice, and build the system that carries both."

10+ years — Gartner, NSF, Hettich & independent practice NID Ahmedabad & RMIT Melbourne
Selected Work Download CV
Portrait of Shubit Sagar

I'm a design leader with 10+ years building brands end to end — the thinking and the making. That means I don't stop at logos and layouts: I write positioning, define voice, and set the philosophy a brand runs on, then build the visual system to carry it.

Currently Chief Design & Strategy Officer at NextKid, leading design and brand strategy for a children's smart-product ecosystem. Previously Art Director at Gartner, where I led designers and editors reshaping how research is visualised for enterprise leaders worldwide — and before that, Hettich, NSF International, Trident Group and FRDC. I serve on the Board of Advisors, School of Design, MRIIRS, and hold a Bachelor of Design from NID Ahmedabad with an exchange term at RMIT Melbourne.

Five brand systems, built solo — strategy, philosophy and craft, start to finish.

Each project below was mine end to end: positioning, ethos and voice, then the identity system that makes it real.

01 — Brand strategy & identity
Kesri
Foundation

A student-centric mental-health & career-counselling ecosystem for India.

PositioningLogo system 8 sub-brandsStationery
Kesri Foundation logo mark

Ethos & positioning

Kesri sits between two failing extremes in Indian education — expensive private therapy and under-resourced schools. I positioned the foundation as a Student-Centric Growth Ecosystem playing two roles at once: Caregiver, offering compassionate mental-health support, and Architect, turning chaotic futures into clear paths through data.

The line I wrote — Empower. Educate. Elevate. — became the spine for everything downstream, from the logo's three ascending dots to the language used across their partner institutions.

The identity system

The mark reads on several levels: a butterfly in flight for metamorphosis out of struggle, fluid strokes referencing Ik Onkar's "we are all one," and an organic bloom for a student's dormant potential — anchored by a hidden letterform, "K."

I built the full system around it: an 80/20 saffron-white-black colour law tuned for warmth without losing clinical credibility, an extended logo library covering eight sub-brands sharing one flourish, and a graphic language — a woven pattern, a macro-crop supergraphic, a curved photo mask — all derived from the same shape.

Kesri Foundation extended logo library across eight sub-brands
Fig. 01 — Extended logo library, eight sub-brands sharing one system
Kesri Foundation graphic system and supergraphic
Fig. 02 — Graphic system: pattern, macro-crop & photo curve
Kesri Foundation stationery application
Fig. 03 — Stationery application
Zero water · Zero binders · Zero compromise
02 — Brand philosophy & packaging
Tattva

A homemade, zero-compromise Ayurvedic powder brand.

Brand voiceWordmark PackagingPhotography direction
Tattva lowercase wordmark, the genesis of the mark

Ethos & positioning

Tattva means "truth" or "the essential element" in Sanskrit, and the brand had to prove that in every choice. I wrote the founding line — zero water, zero binders, zero compromise — and used it as a design test: if a decision didn't serve that reduction, it was cut.

That discipline shaped the lowercase wordmark, which strips away corporate polish for something grounded and natural, and a hard rule against gradients, effects or staged lifestyle photography anywhere in the system.

The identity system

The wordmark's central lowercase "a" carries a piece of semiotics I call the Axis of Duality — two nodes above and below the letter, one for the rooted self grounded in raw botanicals, one for the elevated self of holistic wellness.

Alongside it sits the Prana Bindu, a proprietary 12-dot hallmark I developed as a secondary sign-off — a literal powder granule at one reading, a map of the Ayurvedic Prana Ayatanas at another — deliberately never locked up with the wordmark, so it stays a quiet detail, not a second logo.

Tattva packaging and Prana Bindu hallmark application
Fig. 01 — Packaging & the Prana Bindu hallmark, deboss application
The Prana Bindu 12-dot symbol philosophy diagram
Fig. 02 — The Prana Bindu grid, symbol theory
Tattva raw botanical photography direction
Fig. 03 — Photography direction: textural honesty
03 — Brand strategy & identity
Amore Labs

A human-centered technology brand.

PositioningLogo & graphic system IconographyPhotography direction
Amore Labs logo mark — the dot and arrow forming a hidden A

Ethos & positioning

Amore Labs wanted technology that felt like it was designed by people who actually cared, not a lab chasing spec sheets. I wrote the mission around that tension directly — "tech that understands people" — and positioned the brand at the intersection of human-centered design and breakthrough innovation, built to reach and empower as many people as possible.

The identity system

The mark is a small piece of logic: a dot for balance between technology and empathy, an upward arrow for progress — together forming a hidden "A." I built a triadic pear-green, white and black system around it, and developed a graphic language flexible enough to carry a line like "Pear green energy. Upward thinking" across everything from social templates to stationery, plus an icon law of strict square geometry with zero rounding — functional only, never decorative.

Amore Labs graphic system, arrow and dot sample adaptations
Fig. 01 — Graphic system: arrow, dot & sample adaptations
Amore Labs logo variations and lockups
Fig. 02 — Logo variations & lockups
Amore Labs stationery application
Fig. 03 — Stationery application
04 — Brand strategy & identity
NextKid

A holistic children's brand for screen-free smart toys.

Built as Chief Design & Strategy Officer
PositioningLogo & voice IconographyProduct application
NextKid logo mark, single continuous line

Ethos & positioning

NextKid needed to hold two ideas that usually pull apart — real technology and genuine childhood play — without reading as either an EdTech product or a toy. I positioned the brand around "curiosity meets technology," built to support a child's growth across every dimension: intellectual, emotional, social and creative.

I built the full brand voice and visual system from zero: naming direction, tone, and the identity that carries it across product, digital and print.

The identity system

The mark is a single unbroken line — the same spontaneous stroke a child draws in one go — starting at a launch-point dot and rising into a smiling face, so growth and warmth are built into the logo's construction, not layered on top of it.

I set Discovery Violet against white as the calm, curious base of the palette, reserved a violet-to-red gradient for high-energy moments, and built a hand-drawn icon and graphic system so every touchpoint felt drawn by the same hand.

NextKid apparel application, t-shirts and hoodie
Fig. 01 — Product & apparel application
NextKid logo variations and lockups
Fig. 02 — Logo system & lockup variations
NextKid closing brand lockup
Fig. 03 — Full lockup, curiosity meets technology
05 — Brand strategy & identity
Momentum
Wealth

Two concept directions for a private wealth advisory firm.

Brand ethosTwo logo concepts Luxury print systemTypography & colour law
Momentum Wealth wordmark

Ethos & positioning

The ethos is in the brief I wrote for it: generational wealth isn't built through erratic, short-term velocity — it's engineered through deliberate, ascendant momentum. I designed the identity to read with high-altitude perspective, unwavering stability and effortless foresight, built for a private advisory firm serving ultra-high-net-worth clients, not a retail bank.

Two concept territories

Rather than one direction, I developed two full concepts for the client to choose between. The Vanguard Block carves an ascending eagle out of a solid navy monogram — a self-contained icon engineered to work as a blind-debossed wax seal, a lapel pin or an app icon on its own. The Typographic Canopy takes the opposite approach: no separate icon at all, just a bespoke eagle woven directly into custom-cut lettering, so the wordmark alone feels like a private-foundry typeface cut for one firm.

"True wealth is quiet. It is the steady accumulation of right decisions over time."

Momentum Wealth Concept One, The Vanguard Block, signage design
Fig. 01 — Concept One, The Vanguard Block — signage
Momentum Wealth Concept Two, The Typographic Canopy, signage design
Fig. 02 — Concept Two, The Typographic Canopy — signage
Momentum Wealth brand folder application
Fig. 03 — Brand folder application

Additional work

Selected pieces from earlier in my career — retail, exhibition and campaign work across FRDC, Trident Group and Brewed Media.

Earlier design work Earlier design work Earlier design work Earlier design work Earlier design work Earlier design work Earlier design work

Experience

Nov 2025 — Present
Chief Design & Strategy Officer
NextKid
Chandigarh
May 2022 — Nov 2025
Art Director
Gartner — Research & Advisory
Gurugram
Jul 2021 — May 2022
Graphic Design Specialist
NSF International
Gurugram
Apr 2019 — Jun 2021
Senior Visual Designer
Hettich India
Delhi
Jun 2018 — Jan 2019
Lead Graphic & Retail Designer
Trident Group
Ludhiana
Feb 2018 — Jul 2018
Creative Head
Brewed Media
Bengaluru
Apr 2016 — Feb 2018
Senior Designer, Retail & Graphics
FRDC
Bengaluru

Board of Advisors, School of Design — MRIIRS

Advisory board alongside design leaders from Honda and Sonalika, shaping curriculum and strategy since 2024 — including coursework on generative AI in design practice.

Full CV

Every role, dated, with the detail the case studies above don't cover.

Shubit Sagar — Curriculum Vitae
PDF · 2 pages
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