A scalable visual identity system for Harappa — translating its Thrive Skills framework into a clear, flexible brand language across learning content, enterprise products, and a growing ecosystem of digital and print assets.
Logo placement rules using the bracket [H] mark as a clear-space guide, with correct and incorrect placement examples for consistent brand visibility.
Minimum and maximum logo sizing across key lockup scales, defining the usable range for the Harappa wordmark in digital and print layouts.
Logo background rules showing approved colour combinations and scale relationships for white, grey, and Haldi Yellow applications.
Brand colour ratio system defining Shell White, Charcoal Grey, and Haldi Yellow proportions, alongside supporting vertical colour references.
Business colour ratios for each learning vertical, translating student, entry, mid, and advance levels into distinct accent colour systems.
Colour schematic rules showing how brand and business colours should be separated, balanced, and used without competing for attention.
Typography and font-weight system for brand typography combinations, scale, and usage rules.
Background texture and supporting shape system for creating textured bases and branded composition fillers.
Grayscale imagery and meter guidance for tonal consistency, annotation arrows, and balanced image exposure.
Social media expression — an Instagram-led suite translating the Harappa identity into a poised, editorial rhythm of posts, grids, and campaign visuals crafted for a sharper digital presence.
Website experience — a digital brand application shaped for the Harappa website, carrying the visual system into structured pages, refined interaction moments, and a confident learning-led interface.
Merchandising system — tote, books, mug, coasters, bookmarks, cards, and stationery translating the Harappa identity into tactile brand touchpoints.
Printed book covers — the 75 Thrive Skills identity applied as a premium yellow book system with metallic detail and strong shelf presence.
Interior spread — a Think section opening using collage, greyscale imagery, and Haldi Yellow to connect learning content with the broader visual language.
Editorial spread — storytelling content balanced with bold yellow section pages, grayscale collage, and restrained body copy for a readable learning experience.
Book cover detail — embossed and metallic type treatment showing how the brand system scales into premium print finishes.
Endpaper detail — a minimal yellow-and-white spread using typographic emphasis to reinforce the growth-oriented brand promise.
Interior spread — a quieter Attention section using white space, small grayscale imagery, and subtle brand colour restraint.
Economic Times event environment — booth design, screen content, and merchandising brought together as one spatial brand moment, from the lounge installation and display video to the tactile collateral arranged within the experience.
Live booth design — the brand system expressed as an event environment with colour-coded speaker imagery, yellow seating, and a strong hospitality zone.
Brochure system — long-form program communication using vertical colour coding, dense information hierarchy, and structured executive-learning content.
Program brochure — Allyship Programs collateral combining bold yellow panels, learner pathway mapping, and grayscale portrait treatment for print communication.
Pitch deck in motion — the Storytelling CXO Program translated into a cinematic proposal narrative, carrying theatre, influence strategy, and executive learning into a polished moving deck.
Pitch deck system — a storyboard-style overview of the Storytelling CXO Program, combining hero positioning, methodology, program architecture, faculty moments, alumni network, and module-level learning design.
The system had to communicate rigour and warmth simultaneously — authoritative enough for enterprise, human enough for learners.
— Design brief, EdTech Visual Identity System, Harappa · upGrad Enterprise, 2021
Reviewing Harappa's existing visual outputs across learning content, enterprise assets, physical learner kits, and communications — identifying inconsistencies, understanding the Thrive Skills framework in depth, and establishing a clear conceptual direction for the identity system. Defining what the brand needed to feel like before designing what it needed to look like.
Building the core visual system — colour palette structured around the Thrive Skills taxonomy, typography hierarchy for digital and print contexts, and the grid and layout principles that would govern composition across formats. Designing each element to work independently and cohesively within the system as a whole.
Developing the image language — the rules governing how photography, illustration, texture, and mixed-media elements were combined to represent abstract skills with clarity. This visual metaphor framework became the conceptual foundation for the mixed-media collage asset library that would extend the system into scalable content production.
Documenting the full system for use by internal design and content teams across Harappa and upGrad Enterprise — usage guidelines, do/don't examples, component specifications, and application principles across every major format. Ensuring the identity could be applied consistently by teams who hadn't been part of its creation.
Leading a full visual identity end-to-end — from conceptual direction through colour, typography, image language, layout, and documented guidelines — is a different scope from individual campaign or asset work. This project demonstrates the ability to design a system that enables others, not just a deliverable that stands alone.
The Thrive Skills framework deals in ideas — critical thinking, communication, collaboration — that resist straightforward visual representation. Designing a brand language that makes these concepts feel concrete, recognisable, and differentiated is a genuinely complex creative problem, and one that recurs constantly in EdTech, consultancy, and professional services contexts.
At ~80–90 hours, this was a substantive engagement requiring the system to be designed for longevity — not just for the immediate output, but for the teams who would use it for years after handoff. Designing identity systems that hold up under real-world production pressure, across multiple teams and formats, is where brand design expertise becomes genuinely valuable.
Open to senior in-house roles, design consultancy partnerships,
and long-term freelance or retainer engagements
— particularly within Europe.