Digital Storytelling,
Superhero Style

​Design Challenge​:

• Digital presence was inconsistent, handled by non-designers, with a retro-doodle style that failed to connect with superhero fans.

• Diverse TG: Kids (toys, fashion), Teens (t-shirts, stationery), Adults (fashion, collectibles ₹100–50,000).

• Online D2C was secondary to retail, but digital needed to drive discovery, conversions, and store footfalls.

• Each franchise (Marvel, DC, Harry Potter, Cartoon Network, Disney, Star Wars) had its own colors and identity→ had to align them under Planet Superheroes brand colors while still retaining character energy.

• Fashion space was cluttered with direct-to-face designs; needed to add quirkiness and subtle storytelling to keep posts engaging and fresh.

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My Role & Approach:

• Built a cohesive design ideology centered on fandom energy: vibrant, exciting, action-driven visuals.

• Balanced brand consistency with IP individuality — ensuring every launch looked fresh yet unmistakably PSH.

• Shifted feeds from static to launch-driven, campaign-style storytelling, mixing bold illustrations with strong product imagery.

• Directed product & video shoots, ensuring alignment with merchandising & fan narratives.

• Mentored a cross-functional team: 3 designers, 2 copywriters, 2 fashion designers, 1 photographer.

• Partnered with sourcing, store expansion, and performance marketing teams to ensure design decisions supported business goals​

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Impact & Results:

• CTR improved 2x through systematic creative experimentation and A/B testing.

• Conversions increased, fueling both online D2C sales and offline store revenues.

• Follower growth accelerated, building a sticky fan community around PSH.

• Delivered design for 25+ themed stores, unifying retail + digital storytelling.

• Created a scalable visual system that balanced IP diversity with PSH’s brand identity.

•  Shifted design from “just creatives” to a measurable ROAS and engagement growth driver.

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