Product design leader · 14+ years
I lead product design.I still build it myself.
In short काम
01૦૧ Outline → Ink → Product
રેખા
Every screen starts as a line drawing.
Structure first. Colour only once the structure holds.
- 01 Outline
- 02 Ink
- 03 Product
Ravity · fleet dashboard · 2022
02०२ Work
काम
Fourteen years of work. A few pieces of it.
Products, brand work and the odd mascot, from fourteen years of making things.
03೦೩ Motifs
ರಂಗೋಲಿ
Organised chaos. A grid, then everything else.
Kolam and buta from India, a hand that talks from Italy, and a few shapes of my own. Every tile keeps to the grid. What's inside doesn't have to.
04૦૪ Type system
અક્ષર
One loud voice, used rarely. Everything else stays calm.
Unbounded carries the name, the big statements and the numbers, with Martian Mono as its second voice. Section headings use the same pair, one step quieter. Body and labels are Anek, an Indian-made family. The scripts are marks, not text.
Display
Unbounded · 800
Hero, statements, case-study titles, big numbers. A few times per page at most.
Accent
Martian Mono · 700 · wide
One or two words that should sound like a person.
Design it, then build it.
Heading
Unbounded · 600 + Martian Mono
Every section title: a statement, then the answer in mono on its own line.
A statement in Unbounded. The answer, in mono.
Body
Anek Latin · 400
Reading text, captions, case-study prose.
I started in finance, left to build products of my own, and have spent the years since leading design teams. Plain sentences. Real numbers. No adjectives doing the work.
Label
Anek Latin · 600 · wdth 80 · caps
Kickers, metadata, captions on prints.
Zluri / 12-person team / churn −60%
Note
Kalam
Handwritten asides in red. English, Hindi, or a little Italian.
buongiorno · नमस्ते · a note in the margin
Script
Anek Gujarati · Devanagari · Kannada
The ધ / ध / ಧ mark, section numerals, one-word echoes. Never sentences.
ધનુષ પારેખ
૦૧ ૦૨ ૦૩ ૦૪
धनुष पारेख
०१ ०२ ०३ ०४
ಧನುಷ್ ಪಾರೇಖ್
೦೧ ೦೨ ೦೩ ೦೪
Seal · section numerals · edge echoes · ಅಕ್ಷರ
05०५ Headlines
शीर्षक
Six ways to set a headline. Used sparingly.
A Cut and paste
I lead product design.
I still BUILD the product myself.
B Circled in review
Churn down 60% at Zluri.
12-person teamC Edited on the proof
Designer.
Design leader who still builds.
D Two plates, three names
E Pull quote
“Confidence comes from real numbers, never from adjectives.”
From the voice rules for this site
F One number, taped down
$5M
Lead generation in one quarter · Zluri
06೦೬ Motion
ಮುದ್ರಣ
Nothing fades in. Everything prints.
One easing curve, two durations. Hover changes ink, never position. Reduced motion turns all of it off.
Led design at Zluri, then Atomicwork.
A Highlighter link
The second ink floods the word you're about to follow.
B Stamp and seal
The stamp marks a fact as done. The seal signs the page, cycling through ધ, ध and ಧ.
C Double Diamond
The brand mark draws itself, then overprints its two inks.
D Page turn
Moving between case studies slides a new sheet over the old one.
E Copy for LLM
Every case study copies as clean Markdown. Confirms with a stamp.
Ask me about the 31 decisions behind Giraffe.
F Tape
Holds a photo, a note or a card to the sheet. Translucent, torn.
G The hand, four ways
Print, outline, solid and halftone. One gesture, used in different places across the site.
I started in finance, left to build products of my own, and have spent the years since leading design teams. The ink follows your eye down the page.
Case study, Zluri, SaaS management, Design leadership
● Case study 01
Zluri.A twelve-person design team.
- Churn reduction
- 60%
- Lead gen in one quarter
- $5M
- People on the design team
- 12