Ritu Sharma. Visual Designer & Brand Strategist, Dubai.

01 / Contents

What's in here.

A monograph in four parts. The practice, the work, the person, the way in.

A book of six brands,
two continents, and one
very busy studio.

This is a working document, not a static one. The portfolio reads top to bottom. It opens with a letter, settles into nine selected projects, and closes with the practical detail (process, services, contact) you'd usually have to email to ask for.

Volume

One. 2020 → today.

Sections

Fourteen, plus a colophon.

Set in

Instrument Serif, Geist, JetBrains Mono.

Author

Ritu Sharma. Solo.

PART 01The practice

01A letter from Ritup. 03 02The practice at a glancep. 06

PART 02The work

03Selected work, an indexp. 09 04 ★Premium campaigns, via LBB / Nykaap. 14 05 ★Silver Crown Group, six brands (incl. SPAI)p. 30 06CredAster, a healthcare productp. 58 07Nerdsey, the personal studiop. 62

PART 03The person

08Rhythm. Kathak as composition.p. 68 09About. Bio & portrait.p. 72

PART 04The way in

10Process, in five phasesp. 76 11Services, three engagementsp. 80 12Selected clientsp. 82 13Footnotesp. 84 14Colophon & contactp. 86

02 / A letter

Before we begin.

A short note about what I do, why this document exists, and what to look for as you read.

Marginalia

"Most brand work is just
writing, with pictures
kept honest."

Written

Dubai, May 2026.

Drafts

11^①

In the last two years my work has shipped for LG, JW Marriott, Don Julio, and Teachers. Most of what I do, though, doesn’t live on a brand like that. It lives inside a cluster of six smaller ones in Dubai.

The longer story is that I came to design through the customer-facing side of the desk. I spent the first half of my career closer to clients than to Illustrator, and that probably explains the part of the practice that cares most about what a brand actually says, not just how it looks.

The premium campaign work came through Little Black Book, a Nykaa company, in 2024. A four-month stretch handling end-to-end design for LG, JW Marriott, Don Julio, and Teachers taught me what design looks like in the company of a brand that has already done a century of work. The longer-running piece of the practice sits behind that, inside the Silver Crown Group in Dubai, where I currently lead identity across six subsidiaries: construction, engineering, accounting, AI, automotive, and fire safety. Six brands, one studio. That part is below.

If you read this top to bottom, you’ll notice the document is shaped a little like the kind of brand it would describe. Small, focused, executed in one hand, and treating its own positioning the same way I’d treat anyone else’s. The visible part is layout. The slower part is the paragraph at the top.

I take on two or three projects at a time. I work in three languages and, as it happens, three-beat rhythms (there’s a section on that further in, if you want the long version). I write back to everyone who writes to me.

Ritu.

Ritu Sharma. Visual Designer × Brand Strategist.
Dubai. ritu@nerdsey.com. May 2026.

Read this letter as

a. the long way of saying hello.
b. what to look for in this doc.
c. the practice in one screen.

Footnote ①

"Eleven drafts" isn't a
brag. It's how the practice
works. See p. 84.

03 / The practice

At a glance.

The numbers, because someone always wants them. Each one cites where in this document it's supported.

6

Distinct brand identities running in parallel. Construction, engineering, accounting, AI, automotive, and fire safety.

Current, Silver Crown Group.

§ 05

50+

Design assets shipping per month across the six brands. Social, campaign, print, video, microsite.

Production cadence.

§ 05.4

30%

Increase in user engagement on a single microsite. LG via LBB / Nykaa, 2024.

Measured against control.

§ 04.2

0

External agency hours used across the current group portfolio. Full in-house execution since Q1 2025.

Standing record.

§ 05.5

04 / The index

Selected work,
2020 to today.

Nine projects across two continents. Hover any row to peek at the cover. The two starred entries open in full case form below.

№ProjectClient / SectorDisciplineYear

01 ★

Premium campaigns via LBB / Nykaa

LG, JW Marriott, Don Julio, Teachers
Little Black Book, India

Microsite, campaign, social, cross-platform. +30% engagement.

2024

cover. LG microsite hero.01

02 ★

Silver Crown Group

Diversified holding, six subsidiaries
Dubai, UAE

Master-brand strategy, identity governance, monthly cadence.

2024 to today

cover. SCG architecture diagram.02

03

SPAI Smart Powered AI

AI customer-support technology
Silver Crown Group, UAE

Naming, identity, type, product UI, launch.

2025

cover. SPAI launch film.03

04

Demon Cars

Automotive modification & performance
Silver Crown Group, UAE

Identity, livery system, social.

2025

cover. Demon Cars hood detail.04

05

7 Lines Fire Protection

Safety & compliance services
Silver Crown Group, UAE

Identity, signage, technical documents.

2025

cover. 7 Lines field signage.05

06

Emarc Engineering

Engineering consultancy, MEP & structural
Silver Crown Group, UAE

Identity, technical type system, web.

2025

cover. Emarc blueprint.06

07

FGC Auditing & Accounting

Financial services, audit & advisory
Silver Crown Group, UAE

Identity, report system, client comms.

2024

cover. FGC annual report.07

08

CredAster Health

Healthcare technology platform
India

Product design lead, brand standards, cross-team direction.

2023

cover. CredAster product UI.08

09

Nerdsey Studios

Personal studio, content & voice
India, 2020 to 2023

Founder. Reels, Shorts, creator partnerships, organic growth.

2020

cover. Nerdsey social grid.09

04 / Featured case ★

Premium campaigns,
via Little Black Book (Nykaa).

A four-month stretch in 2024 running end-to-end campaign design at LBB, a Nykaa-owned lifestyle media and creative shop in India. The brief in plain English: dress up some of the loudest premium names in their categories, and don't make any of them look like the others.

★ Featured

Agency / employerLittle Black Book, a Nykaa company. India-based lifestyle media and creative platform that builds campaigns for premium consumer brands.

Scope I ledEnd-to-end campaign design. Microsite, social systems, print, cross-platform branding. Sole designer on the brief.

Year & roleApril to August 2024. Graphic Designer, partnered with content and dev teams.

Loud names,
quiet hands.

№ 01 / Premiumfolio 14 →

The brief

The clients on the table over those four months would normally each get their own dedicated team. LG. JW Marriott. Don Julio. Teachers. Each one with a global identity already in place, and each one wanting a campaign that would land in India without arguing with that identity.

I worked end-to-end on each. Microsite, social system, print, video stills, cross-platform kit. The thread across all of them was the same: do the loud thing quietly. Premium brands do not need to shout. They need to be seen choosing carefully.

Premium campaign work for LG, JW Marriott, Don Julio and Teachers via LBB

Hero. Mosaic of all four campaign hero frames.drop-in

04.1 · The clients

Four names. Four different
kinds of quiet.

Client 01. South Korean conglomerate. Founded 1947 in Seoul by Koo In-hwoi as Lucky Chemical. Renamed LG in 1995 and given the “Life’s Good” tagline in 2004.

LG.

A product microsite tied to a launch cycle. India market. 2024.

The product brief came in with a tight scope and a tighter timeline. I built the microsite as the sole designer on the brief and structured it around a single argument the product needed to make, not five.

It lived for one campaign cycle and outperformed its control on engagement by 30%. That number meant the team handed me the next brief, and the one after that.

Sector

Consumer electronics

Format

Microsite + social

Outcome

+30% engagement

Role

Sole designer

LG Genius Class campaign, designed by Ritu Sharma at LBB

LG microsite. Hero frame at full bleed.drop-in

JW Marriott Bengaluru staycation campaign

JW Marriott. Editorial spread for India campaign.drop-in

Client 02. Luxury hotel sub-brand of Marriott International, named for company founder J. Willard Marriott. Over a hundred properties globally.

JW Marriott.

Editorial print and social for an India property’s seasonal campaign. 2024.

Luxury hospitality wants design that behaves the way a good room does. Quiet rather than bright. The job here was to make a seasonal India campaign feel like another page of the brand the property had been writing for years, rather than something translated over the top of it.

I built the campaign as a small editorial system. One typographic voice, one photographic register, one rhythm of full-bleed image and white margin. Print and social pulled from the same set of rules.

Sector

Luxury hospitality

Format

Editorial print + social

Tone

Composed

Role

Campaign designer

Client 03. Often called the world’s first luxury tequila. Distilled in the Jalisco highlands of Mexico since 1942 by Don Julio González. Owned by Diageo.

Don Julio.

An editorial film treatment and campaign visuals for an India launch moment. 2024.

Premium spirits live somewhere between fashion and food. The work has to read as both, comfortably. The art direction here borrowed more from food editorial than from drinks advertising, which is what gave it room to breathe.

I built the campaign as a short film. The mood and the palette came directly from the bottle and from the agave fields the brand is photographed against. The pacing was slow and stayed slow. The visual system carried into social cutdowns and event collateral without losing the film’s register.

Sector

Premium spirits

Format

Film + campaign + event

Palette

Agave / amber

Role

Campaign designer

Don Julio editorial campaign, Marieta Gurgaon

Don Julio. Editorial film still, opening frame.drop-in

Teachers. Limited-edition campaign visual.drop-in

Client 04. Blended Scotch whisky out of Glasgow. William Teacher started selling whisky in 1830 and the Highland Cream blend was registered in 1884. Now part of Suntory Global Spirits.

Teachers.

A limited-edition campaign run for the India market. 2024.

The brief asked for a nod to the brand’s age without falling back on the obvious Scottish visual cues. Tartans, glens, pipe smoke. The campaign hung on type and material instead. Edition numbers, stamps, ledger lines. The kind of vocabulary a 190-year-old brand has actually earned.

The system extended into limited-edition print pieces and a social grid that read closer to an archive than to an ad campaign.

Sector

Blended whisky

Format

Limited edition print

Anchor

Archive / ledger

Role

Campaign designer

04.2 · In the wild

Across four months,
five surfaces.

LG. Microsite hero, kinetic type loop.surface 01

LG × LBB

Microsite, 2024

JW Marriott. Print, full-bleed.surface 02

JW Marriott

Print + social

Don Julio. Film still 01.surface 03

Don Julio

Editorial film

Teachers. Limited edition.surface 04

Teachers

Limited edition

LBB Editorial. Feature splash.surface 05

LBB Editorial

Feature splash

Cross-platform kit. Brand system across touchpoints.surface 06

Platform kit

Multi-touchpoint

04.2 / Featured highlight

The microsite
that went
30% up.

A focused product microsite for an LG campaign. Minimal art direction, fast type, slow imagery, built end-to-end as sole designer on the brief. It lived for a single campaign cycle and outperformed its control on engagement by a margin wide enough to win the next brief.

30%

Increase in user
engagement post-launch.
(measured vs. control, 2024)

Microsite. Hero frame at full bleed.drop-in

A premium brand’s most
useful trait is that it can
afford to be quiet.

Note pinned to studio wall, LBB, April 2024

04.3 · Outcomes

What got shipped.

4

Premium brands
shipped in 4 months

30%

Engagement lift on the
LG microsite (vs. control)

5

Distinct campaign systems
(LG, JW, Don Julio, Teachers, LBB Editorial)

1

Designer on each brief.
End-to-end.

Closing note

The premium work taught me how to be quiet on behalf of a brand that already had a voice. The next case is the opposite problem: six brands without one yet, all needing their own.

Continue to § 05, Silver Crown Group^② ↓

05 / Featured case ★

Silver Crown Group.
Six brands, one studio.

A Dubai-based holding company with six subsidiaries across unrelated industries. Each needs its own face. None can contradict the others. I'm the entire creative department.

★ Featured

ClientSilver Crown Group. Dubai-based holding company operating six subsidiaries across unrelated industries.

My scopeMaster-brand architecture, six individual identity systems, monthly creative output (about 50 assets a month), in-house governance.

Role & tenureSenior Graphic Designer & Brand Manager. November 2024 to today.

Six
industries.
One studio.

№ 02 / Silver Crownfolio 30 →

The challenge

The brief, restated honestly: don't let it look like one person made all of these.

A construction firm bidding on government work cannot share visual DNA with a tuned-car shop. An AI startup cannot share visual DNA with a fire-safety contractor. Each needed real, defensible difference, built fast, built with one pair of hands.

05.1 · Architecture

The shape
of the group.

● Master backbone

● Subsidiary surface

Diagram 05.1^③

The principle

The group is set up as a family rather than a chain. The parent brand carries the connective grammar: type discipline, document architecture, the way numbers are set, the way the company is named at the bottom of a page. The subsidiaries are free to differ on everything else. Color, mood, photographic direction, even the paper they print on.

05.2 · The six

What each
brand does.

Silver Crown Building Contracting cover.01

№ 01 / Construction

Silver Crown Building Contracting

Government-approved contractor working across UAE infrastructure. The mother brand. Restrained, technical, sets the architectural backbone the family inherits from.

Steel · ink · blueprintanchor

Emarc Engineering Consultants cover.02

№ 02 / Engineering

Emarc Engineering Consultants

MEP consulting and structural review for commercial projects. Drawings, dimensions, data-dense. The brand looks like a clean technical document, on purpose.

Off-white · graphitetechnical

FGC Auditing & Accounting cover.03

№ 03 / Financial

FGC Auditing & Accounting

Audit, tax, and advisory for SMEs across the GCC. Quietly authoritative. Everything set in tabular figures, so the numbers do most of the work on the page.

Cream · deep greenquiet

SPAI cover. Full sub-case below.04

№ 04 / AI & software

SPAI Smart Powered AI

AI customer-support agents for mid-market UAE businesses. The youngest, warmest face in the family. A deliberate contrast against the technical siblings.

Plum · rust · warmsub-case

Demon Cars cover.05

№ 05 / Automotive

Demon Cars

Performance tuning and custom modification. The loudest brand in the family. Permission to use a broken grid and a cinematic register that reads closer to a bike magazine than a corporate identity.

Carbon · hazard redloud

7 Lines Fire Protection cover.06

№ 06 / Safety & compliance

7 Lines Fire Protection

Civil-Defence-licensed fire safety services. Honest, high-visibility, built to be read from across a job-site at speed. The brand follows the same rule the work follows.

Hazard red · safety yellowsignage

05.3 · Governance

How they
stay apart.

The operating system

Running six brands solo only works if the inside is more boring than the outside. I built a shared production layer that the eye never sees: a master Figma library with one set of grid tokens, six color stacks, six type pairings, and a naming convention that stops files leaking across brands. Each subsidiary has its own folder, its own social cadence, its own export pipeline.

The result is that about 50 assets a month leave the studio across six identities, without an external agency in the loop. The brands look further apart than the production cost suggests they should.

Master Figma. Shared tokens overview.drop-in

Brand book. SCG governance pages.drop-in

05.4 · Monthly cadence

One month of
creative output.

October 2025. About 52 assets shipped across six brands.

Social Campaign Print Document Video

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

SCBC, constr.

Emarc, eng.

FGC, audit.

SPAI, AI.

Demon, auto.

7 Lines, safety.

05.5 · Featured sub-case

SPAI. A soft face
on hard automation.

Why SPAI is the one to look at

Of the six SCG brands, SPAI is the one I built from a blank document. The others arrived with at least some of their identity already in place, even if it needed sorting out. SPAI was a name, a one-paragraph product description, and a Q1 launch date. The rest is below.

SUB-CASE ★

ClientSPAI, Smart Powered AI Solutions. A Silver Crown Group venture launching AI customer-support tooling for mid-market UAE businesses.

My scopeNaming territory, full visual identity, type system, product UI direction, launch system, social cadence, sales collateral.

Year & role2025. Brand lead, design lead, single-handed execution from concept to ship in 12 weeks.

SPAI.

Sub-case 05.5 / SPAIfolio 44 →

The brief

SPAI was launching into the most overcrowded room in B2B software, the one for AI agents that handle customer support. Most competitors in the category look basically the same. Cool blues, hexagonal nodes, the vague suggestion of a brain.

My pitch back was the opposite. Soft, warm, patient. If a product is going to talk to your customers for you, it should feel less like a robot and more like the best employee you ever managed to hire.

Hero. SPAI cover film, wordmark on warm gradient.drop-in

05.5.1 · Positioning

The paragraph
at the top.

How positioning works in this practice

Every project I take on starts with a single paragraph. Not a deck, not a workshop. One paragraph that says, in language a customer would actually use, where the brand sits, what it stands against, and what it refuses to say.

For SPAI, the paragraph below was written in week two and pinned to every wall in the studio for the next ten. It's the test every line of copy, every typeface choice, every UI decision had to pass.

Adopted, v6

Document. Positioning paragraph.SPAI / 2025 / internal

Positioning, in one paragraph:

SPAI is customer support that doesn't feel automated. It's built for the moment a business is too small for a real support team and too big to keep answering at midnight. It writes like the best employee that company ever had, specific, calm, slightly amused, and it gets out of the way the second a customer wants a human. It is not a chatbot. It is the answer arriving before the customer thought to ask twice.

Drafted 02.2025Locked 03.2025, v6

05.5.2 · Naming territory

Three routes,
one chosen.

The three routes

Naming work in this category usually defaults to "-ly" suffixes, three-letter acronyms, and a nod toward the brain. The brief refused all three. The three routes below were presented in week four, with the chosen route (the calmest of the three) already wearing the wordmark it eventually shipped with.

Route A. The Human Job Title

Aric.

"A name with a person inside it. Reads as a colleague, not a product."

Tone

Warm

Risk

Too generic

Chosen

Route B. The Quiet Acronym

SPAI.

"Smart Powered AI. Says what it is, refuses to perform. Period at the end."

Tone

Confident

Risk

Owned

Route C. The Verb

Reply.

"What it does, said directly. Sharp. Owns the inbox category."

Tone

Sharp

Risk

Trademark

Wordmark. Full primary lockup.drop-in

Wordmark. Monogram and state variations.drop-in

05.5.3 · The system

The six pieces
of the brand.

01. Wordmark

SPAI

A modified humanist sans with a single italic terminal. The "i" carries the warmth. The dot drifts slightly above the cap line.

02. Type system

Aa Bb Display · Body · Mono

One display serif for warmth, one neutral sans for clarity, one mono for data and product UI. Three voices, never four.

03. Color

Warm neutrals with a single rust accent. No blue. The category goes blue; SPAI doesn't.

04. Iconography

◐◑◒◓

Half-disc system. Every state of an AI conversation as a different fraction of light. Twelve icons, one geometric idea.

05. Voice

"It's already replied to twelve customers since you opened this email."

Specific, low-key, slightly amused. The brand never raises its voice.

06. Motion

listening...

Slow fades, never bouncing. Type appears like it's being thought, not typed.

05.5.4 · Type specimen

How the letters
actually behave.

Specimen. SPAI display, body, mono. 3 cuts · 5 weights · roman + italic

Display XL140 / 0.92

SPAI replies.

Display L88 / 0.98

A soft face on hard automation.

Display M48 / 1.05

"It's already replied to twelve customers since you opened this email."

Body18 / 1.55

SPAI is customer support that doesn't feel automated. It writes like the best employee a small business ever had, specific and calm, and it gets out of the way the second the customer wants a human.

Mono. caption14 / 0.06em

№ 04. RESPONSE TIME 2.4s MEDIAN. 18.2K RESOLVED THIS MONTH. UAE / IN / UK.

Charset36 / 1.05

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z & 0 1 2 3 4 5 6 7 8 9 . , : ; ! ?

05.5.5 · In the wild

Where it lands.

Pitch deck spread. Opening slide of investor deck.drop-in

Product UI. Conversation thread.drop-in

Sales deck. Pricing page.drop-in

Social launch carousel.drop-in

Print. Onboarding leave-behind.drop-in

Field photography. Installed in a customer office.drop-in

It's the only AI brand
I've seen that doesn't try
to look like AI.

Investor feedback, SPAI seed round, Q1 2025

05.5.6 · Outcomes

Where it
got us.

1 / 1

Brand lead. Concept to ship,
solo execution.

12wks

From naming territory to
full system launch.

3×

Inbound demo requests vs.
internal launch target.

0

External agency hours
required across launch.

Six brands. One pair of hands.
And zero outside
agency hours.

Standing record, Silver Crown Group, since Q1 2025

05.6 · Cluster outcomes

Where the group
stands now.

6

Distinct brand identities,
shared backbone.

50+

Assets shipped monthly,
across all six.

0

External agency dependency
since Q1 transition.

1

Person running it,
currently.

06 / CredAster

Product & brand for
a healthcare platform.

A six-month engagement leading product design and brand standards on a clinical-adjacent platform, where the wrong wording can cost a clinician’s time before it costs anything else.

CredAster.

A healthcare technology platform that needed to look authoritative, behave clinical, and feel kind. 2023, India.

I led product design strategy across the platform during a six-month sprint. The team hit 100% on-time delivery across overlapping print and digital tracks, and I wrote the brand standards that kept everyone in the building speaking the same language.

The harder half was unglamorous. A clinical-adjacent product means design decisions have a longer tail than usual. I'd take a layout decision into compliance review before I took it into a prototype.

Role

Product Design Manager

Year

Oct 2023 to Apr 2024

Track record

100% on-time delivery

Scope

Digital, print, system

CredAster. Product UI on tablet.drop-in

07 / Nerdsey

The studio that taught me
how the internet actually talks.

Three years running my own content-led practice. Reels, Shorts, creator partnerships, and the long, useful schooling in how a brand actually grows by being heard.

Nerdsey Studios.

A personal studio run from 2020 to 2023. Half playground, half school of voice.

Before I ran six brands at once, I ran one. Mine. Nerdsey was a content-led studio that produced Instagram Reels and YouTube Shorts, partnered with creators to extend reach, and grew followers and revenue organically through a strict data-driven creative loop.

The project taught me a lesson that’s been useful ever since. A brand’s voice gets tested every day, in the comments. Brand books get opened once a year, if you’re lucky. Every project since has been better for it. The studio is still open, currently a low-frequency archive of the work, which is also where the email address on the front of this document comes from.

Role

Founder, designer, editor

Years

2020 to 2023

Surfaces

Reels, Shorts, creator

Today

nerdsey.com. Archive.

Nerdsey. Social grid montage.drop-in

09 / About

The person behind
the premium work.

Born in India, working out of Dubai. Trained in dance before I was trained in design, and yes, you can feel both in the work.

I design for the world’s
premium brands. And six in-house ones,
in parallel.

The premium half is a four-month stretch at Little Black Book (a Nykaa company) in 2024, where I led end-to-end campaign design for LG, JW Marriott, Don Julio, and Teachers. Microsite, social, print, film. The LG microsite outperformed its control on engagement by 30%.

The other half (the louder one, in terms of weekly volume) is what I do today. I’m the in-house creative team for the Silver Crown Group in Dubai, with six subsidiaries spread across construction, engineering, accounting, AI, automotive, and fire safety. Each one gets its own identity system and its own monthly content cadence, and none of them are allowed to look like each other. About 50 assets a month leave the studio across the six brands, with no external agency in the loop.

Before all that I designed product and brand at CredAster, a healthcare platform, and ran Nerdsey, my own studio for content-led brand work. I came to design through customer-facing roles before I ever opened Illustrator, and the part of the practice that cares most about what a brand actually says probably comes from there.

I trained through programs in Delhi, completed certifications in graphics and web at Arena Animation, and I’m currently five-sevenths of the way through Google’s UX Design Professional Certificate. I’m also a trained Kathak dancer with a junior diploma from Prayag Sangeet Samiti. It sounds unrelated until you watch me sequence a launch and notice it has a rhythm.

I work with companies that take their position seriously. A tuned-car shop, a fire-safety contractor, a luxury spirits brand. The through-line isn’t the category, it’s the seriousness. I prefer projects that need both halves of the practice. The strategy paragraph at the top, and the wordmark, the type system, the print system, the launch motion, and the social cadence underneath.

If we work together, expect a lot of writing in the first two weeks and a lot of layout in the next ten. And a quarterly check-in after that, because brand books left alone tend to age badly.

Portrait. Ritu, waist-up, daylight.drop-in

Disciplines

Brand identity & strategyCORE
Naming & voiceCORE
Typography & type systemsCORE
Print & editorial designCORE
Social & campaign designCORE
Product / UI directionADJACENT
Motion & short-form videoADJACENT

Software shelf

IllustratorDAILY
PhotoshopDAILY
FigmaDAILY
AffinityWEEKLY
Premiere ProWEEKLY
ProcreateWHEN DRAWING

Education & certifications

BBA, Computer Aided ManagementGGSIPU, Delhi
Graphics, Web & DevelopmentArena Animation
Google UX Design ProfessionalCoursera, in progress (5/7)
Junior Diploma, KathakPrayag Sangeet Samiti

Languages

EnglishFLUENT
HindiNATIVE
PunjabiCONVERSATIONAL

10 / Process

How an engagement
actually runs.

Five phases. Most engagements take 10 to 12 weeks. Strategy locks before any design happens. Design ships inside real applications, never floating on white.

01.

ListeningWeek 1 to 2

Two weeks of conversations. With founders, with customers, and with people who left. I read everything that already exists: pitch decks, websites, old logos, internal docs.

Output. Written audit, interview notes, an honest description of the present brand.

InterviewsAuditNotionNo design yet

02.

PositioningWeek 3

One document, one paragraph at the top. Where the brand sits, what it stands against, what it promises, what it refuses to say. Strategy is locked here before any wordmark gets sketched.

Output. Positioning paragraph, naming territory, voice principles.

PositioningNamingVoiceLocked here

03.

IdentityWeek 4 to 7

Two distinct routes, both presented inside real applications: a business card, a homepage, an Instagram grid, a launch poster. Never floating on white. Refine the chosen one over two rounds.

Output. Wordmark, type system, color, photographic direction.

IllustratorFigmaAffinityProcreate

04.

The systemWeek 8 to 10

Build the pieces the team will use forever. Grid, components, templates, do's and don'ts. Master Figma library with shared tokens. Brand book PDF. Asset archive in a folder structure your team can find things in two months later.

Output. Figma library, brand book, asset archive.

Figma librariesInDesignBrand book

05.

Launch & aftercareWeek 11 to 12, then quarterly

Launch design support. Social cadence, microsite, print. Then a quarterly check-in for the next year to keep the system honest as the brand grows. Most of my Silver Crown work lives in this phase. Ongoing stewardship across six identities.

Output. Launch kit, quarterly review notes, retainer if it makes sense.

PremiereProcreateQuarterly review

11 / Services

Three ways
to work together.

I take two or three projects at a time. The menu's below. If your project doesn't fit, write me anyway. I write back to everyone.

01 / The Sprint

Naming & positioning

A two-week intensive to find the strategic paragraph the brand has been missing.

Founder and customer conversations
Brand audit, present-state honest
Positioning paragraph and principles
Naming territory, three routes
One final name, one voice document

From $8k

2 weeks

02 / The Full Identity

Brand & system

End-to-end visual identity, built from strategy down to the last template.

Includes the Sprint
Two identity routes, in real applications
Wordmark, type system, color, imagery
Brand book and Figma library
Launch design support: print, social, web

From $28k

10 to 12 weeks

03 / The Retainer

Ongoing stewardship

For brands that have launched and need the system kept honest as they grow.

About 50 assets/month, multiple brands
Quarterly creative direction reviews
Voice and system maintenance
Campaign and launch design
The current Silver Crown engagement

From $4k/mo

Quarterly cycle

12 / Selected clients

Some of the companies
who've trusted the work.

Across two continents. Dubai studios, Indian campaign rooms, and one healthcare platform along the way. Listed in no particular order.

Silver Crown.

SPAI

DEMON CARS

Emarc

FGC.

7 LINES

LG

JW Marriott

Don Julio

Teachers

LBB.

CredAster

13 / Footnotes

The fine print.

Numbered notes referenced throughout this document, in the order they appear.

① /

"Eleven drafts" isn't a brag. It's how the practice works. Most projects ship somewhere between v5 and v9 of any given paragraph. SPAI's positioning was locked at v6. The brand book itself went through eleven internal revisions before launch. The rough rule: if the wording isn't worth rewriting eleven times, the wording isn't worth shipping.

§ 02. Letter

② /

Silver Crown Group is structured as a master brand with six operational subsidiaries: Silver Crown Building Contracting, Emarc Engineering Consultants, FGC Auditing & Accounting, SPAI, Demon Cars, and 7 Lines Fire Protection. Each operates in a different industry. All six are stewarded from a single in-house creative function. That's me.

§ 04 closer

③ /

The architecture diagram in § 05.1 is simplified for legibility. The actual master-brand backbone has eleven shared tokens (grid, color rules, type ladder, motion timing, voice rules, name lock-up, document furniture, footplate, watermark spec, accessibility floor, and the Figma file structure itself). Only a handful of them are visible above the line.

§ 05.1. Architecture

④ /

For non-dancers, a tihai is a three-fold rhythmic phrase used in Kathak and in Indian classical music more broadly. It resolves on the sam, the first beat of the next cycle. The phrase is exactly the same three times. What changes is the negative space around it. The composition's tension lives in the silence, not the syllables.

§ 08. Rhythm

⑤ /

All client work shown across § 04 to § 07 was executed either solo or as lead designer on the engagement. Where collaborators existed (LBB editorial team, CredAster product team, Silver Crown leadership), they were sources of brief, review, or domain expertise. Not design execution. No assets shown in this document were produced by an external agency.

Throughout

⑥ /

Placeholder blocks in this document (the cream rectangles with hatching) mark where real project imagery will drop in. They're labelled with what should go there. If you're reading this before the imagery is in, that's intentional. The document is structured to stand up without it.

Throughout

A monograph of practice

Compiled in

Edition

RituSharma✦

Premium work for

Currently

Disciplines

Status

What's in here.

A book of six brands,two continents, and onevery busy studio.

Before we begin.

At a glance.

Selected work,2020 to today.

Premium campaigns,via Little Black Book (Nykaa).

Loud names,quiet hands.

Four names. Four differentkinds of quiet.

LG.

JW Marriott.

Don Julio.

Teachers.

Across four months,five surfaces.

The micrositethat went30% up.

What got shipped.

Silver Crown Group.Six brands, one studio.

Sixindustries.One studio.

The shapeof the group.

What eachbrand does.

Silver Crown Building Contracting

Emarc Engineering Consultants

FGC Auditing & Accounting

SPAI Smart Powered AI

Demon Cars

7 Lines Fire Protection

How theystay apart.

One month ofcreative output.

October 2025. About 52 assets shipped across six brands.

SPAI. A soft faceon hard automation.

SPAI.

The paragraphat the top.

Positioning, in one paragraph:

Three routes,one chosen.

The six piecesof the brand.

"It's already replied to twelve customers since you opened this email."

How the lettersactually behave.

Where it lands.

Where itgot us.

Where the groupstands now.

Product & brand fora healthcare platform.

CredAster.

The studio that taught mehow the internet actually talks.

Nerdsey Studios.

Rhythm. Kathakas composition.

The person behindthe premium work.

I design for the world’spremium brands. And six in-house ones,in parallel.

How an engagementactually runs.

ListeningWeek 1 to 2

PositioningWeek 3

IdentityWeek 4 to 7

The systemWeek 8 to 10

Launch & aftercareWeek 11 to 12, then quarterly

Three waysto work together.

Naming & positioning

Brand & system

Ongoing stewardship

Some of the companieswho've trusted the work.

The fine print.

Let's✦makesomethinghonest.

Email. Best.

Phone & WhatsApp

LinkedIn

Studio location

Ritu
Sharma✦

A book of six brands,
two continents, and one
very busy studio.

Selected work,
2020 to today.

Premium campaigns,
via Little Black Book (Nykaa).

Loud names,
quiet hands.

Four names. Four different
kinds of quiet.

Across four months,
five surfaces.

The microsite
that went
30% up.

Silver Crown Group.
Six brands, one studio.

Six
industries.
One studio.

The shape
of the group.

What each
brand does.

How they
stay apart.

One month of
creative output.

SPAI. A soft face
on hard automation.

The paragraph
at the top.

Three routes,
one chosen.

The six pieces
of the brand.

How the letters
actually behave.

Where it
got us.

Where the group
stands now.

Product & brand for
a healthcare platform.

The studio that taught me
how the internet actually talks.

Rhythm. Kathak
as composition.

The person behind
the premium work.

I design for the world’s
premium brands. And six in-house ones,
in parallel.

How an engagement
actually runs.

Three ways
to work together.

Some of the companies
who've trusted the work.

Let's✦
make
something
honest.