Tata Consultancy Services
Digital Advertising, Apparel Design, Brand Identity, Video Storyboarding
Digital Advertising
TCS Articles
Crafted for LinkedIn, these banner ads serve as a showcase for a collection of articles on the TCS website. They were later enhanced by our video team, who brought the graphic elements to life on-screen, infusing an interactive dimension to further engage the audience.
Apparel design
MM+M Agency 100 2023
For the past few years, TCS has been selected to be featured in MM+M’s (Medical Marketing and Media) Agency 100 issue. Each year, agencies create a design to represent their company. In 2023, the prompt was to create a concert tee shirt.
I took an out-of-the-box approach by envisioning a fictional music festival: the "Building on Belief Tour: Transformation Takes the Stage." The design encapsulates the spirit and culture of TCS. I employed a vibrant and energetic color palette, drawing from the rich hues found in traditional Indian art to represent TCS. Each color choice is intentional, reflecting the diversity and vibrancy of our agency’s Indian heritage.
Drawing inspiration from the transformative power of our brand and celebrating our Indian heritage, the tee shirt design is a visual ode to growth, belief, and the journey of evolution. The incorporation of Indian imagery adds a rich layer of cultural significance to the overall narrative.
My design was also selected to be in the top 10. View the article here.
Brand identity
Kalpana
Studio CoLab
Eli Lilly and TCS partnered to create an internal marketing studio, and I was tasked with designing a logo that symbolizes collaboration while maintaining simplicity. The brief specified the integration of pre-existing elements from both brands. To achieve this, I used a sans serif font similar to the primary typeface in Lilly’s brand guidelines, and complemented it with a rounded font with a gradient effect that reflects TCS’s corporate branding.
Kalpana is a collaborative workshop hosted by Humana at TCS headquarters in India. This project involved designing a logo for event materials and presentations. 'Kalpana' translates to 'imagination' in Hindi, and the logo is intended to capture the spirit of imagination within TCS, while reflecting the company’s Indian heritage.
I created a custom typeface that is meant to embody the aesthetic of the Lodhi Art District in New Delhi, India. In addition to the font itself, I also incorporated elements of Indian culture within the logo by including a hand drawn henna design.
Video storyboarding
TCS GenAI
Created for a presentation to Humana, this video showcases how TCS harnesses the power of generative AI. Finding a balance between simplicity and visual appeal, the design adheres to TCS visual guidelines. Using a blend of crafted vector graphic elements and thoughtfully selected stock footage, this storyboard not only ensures a seamless visual flow but also effectively communicates the synergy between TCS's cutting-edge technology and Humana's objectives as health insurers. The fusion of design elements, from vector graphics to sourced stock video, creates a visually appealing narrative that aligns seamlessly with TCS's visual identity.
TCS Orion & Openreach Fibre
This video was crafted for a presentation to the client, British Telecom. This visual narrative introduces the collaboration between Openreach fiber optic technology and Tata Consultancy Services technological expertise, increasing the efficiency of surveyors' tasks. The spotlight of this cutting-edge technology lies in its integration with a new software, consolidating all customer data into a unified platform.
TCS ADD
This project was a collaborative effort with the design team, where I was tasked with developing the storyboard and designing the on-screen graphics. The TCS ADD video showcases how the software enhances Risk-Based Quality Management by improving data quality and compliance. Key benefits like faster decision-making and improved trial design enable organizations to streamline clinical trials, address challenges more effectively, and enhance overall research and patient experience.