internship at clay
Visual Design + UX Research
May - July 2024
Context:
During the summer of 2024, I interned as a Visual Design Intern at Clay Design Strategy, a prominent branding agency in Mumbai. This two-month internship provided me with some great experience across various aspects of visual design. It allowed me to apply my skills to real-world projects, collaborate with seasoned professionals, and gain insights into the world of branding and visual design.
My responsibilities included:
Creating performance marketing ads and website banners for Supa, Dream 11's athleisure brand
Conducting UX research, brand audits, and competitor analysis for Flipkart
Contributing to a comprehensive pitch for StyleUp, an Aditya Birla clothing brand, proposing a complete visual + naming revamp
Assisting in the development of brand books for DVS and The School of Raya
Participating in a creative photoshoot for Kaatil, an innovative desi ketchup brand.
(PS - that's my hand on their landing page!)
These are the some of the website banners I worked on
Performance Marketing Ads for Phonepe
Performance Marketing Ads for Meta
Challenge?
StyleUp, an Aditya Birla-owned affordable apparel brand aimed at Gen Z (akin to Zudio within the Westside ecosystem), wanted a complete brand overhaul, starting with a new name.
My role?
I collaborated with the copywriting team at Clay & contributed to the brand naming process. My suggestion, "PLOTT," drawing inspiration from the Gen Z expression "do it for the plot," was shortlisted by the Aditya Birla team.
Concept & Visual Development!
To visually present the essence of "PLOTT" and what it meant to me, I developed a mood board, with the help of senior designers. We explored a visual language that resonated with the target demographic and I went for a playful, bold, and contemporary aesthetic, to capture the spirit of Gen Z's narrative-driven approach to life and fashion.
OUTCOME
I played around with color palettes, typography, and imagery that align with the Gen Z aesthetic. For mockups I tried to visualize how the brand would manifest across various touchpoints, including social media, in-store displays, and packaging. While the final decision still rests with Aditya Birla Group, the PLOTT concept and its accompanying visuals were well-received by my team. This was honestly a very fun project to work on and it highlighted my ability to contribute creatively to the brand development process, from ideation to visual execution.
I contributed to the photoshoot for Kaatil's products, a desi hot sauce brand, working alongside the team to bring the brand's personality to life. In addition to assisting with set design and lighting, I also took on the role of hand model for several shots, interacting with the food and products to showcase Kaatil's spicy appeal.
hand modelling!
