Story is the product. Everything else is delivery.
Logicwind by day. A Life in Letters by night. A handful of private projects in between.
What I’m in the middle of.
As of June 2026- 01
Logicwind.Turning a design department into a design business. Pricing, pipeline, offers, taste.
Surat · Design Lead - 02
Cappital.On the core design team — a US agency. I lead the design phase, post-discovery.
Remote · US agency · In design - 03
A Life in Letters.Writing my own encyclopedia. One letter at a time.
Vol. I · 2026 · In progress - 04
July 2026.Becoming a father. The largest brief I’ll ever take.
Family · Inbound
Updated when it changes. Not before.
Or how an engineer ended up here.
More, in longer form, soon.
- 01 / 08
The early years.
Boarding school. Independence — before I knew what that meant.
- 02 / 08
My twenties.
I tried everything. I broke a few things. I don’t regret either.
- 03 / 08
2020.
The world stopped. So did I. The reset I didn’t ask for and badly needed.
- 04 / 08
Design.
I stumbled in. Stayed because it gave me a language for what I’d been thinking all along.
- 05 / 08
A business.
I tried. I failed. Learned that the art of selling is the real moat — the product is the easy part.
- 06 / 08
The stages.
Public speaking didn’t teach me taste. It taught me to trust it.
- 07 / 08
Logicwind.
Where the practice became a craft, then a team, then a department.
- 08 / 08
Now.
Design Lead. Father in July. Quietly building what comes next.
Three things I keep coming back to.
Story is the product.
Websites, decks, apps, videos — they’re delivery. The story is the only thing that survives.
Taste is the ceiling.
Mine runs ahead of my hands. Closing the gap is the whole job.
AI is the new colleague.
Not a replacement. A collaborator who keeps me honest, fast, and unbored.
Three things I keep coming back to.
- 01 / 03
Story is the product.
Websites, decks, apps, videos — they’re delivery. The story is the only thing that survives.
- 02 / 03
Taste is the ceiling.
Mine runs ahead of my hands. Closing the gap is the whole job.
- 03 / 03
AI is the new colleague.
Not a replacement. A collaborator who keeps me honest, fast, and unbored.
The kinds of work I take.
Apps.
Mobile and web.
Websites.
Scroll-driven sites that feel like cinema. This site is one.
Decks.
Pitch, investor, sales.
Align — manufacturing, made human.
The idea showed up in 2022, when AI could barely write a paragraph. We didn’t rush it.
Sunny is a friend first. Manufacturing background, between India and the U.S., kept landing on the same observation — capacity in Indian manufacturing isn’t the constraint. Visibility is.
Three years of conversations. Then a working agreement: I’d design the product end-to-end and get it to the point where it could stand in front of users, experts, the people who’d actually use it.
I trained as a mechanical engineer before turning designer. A short stint in manufacturing in 2018. Enough that this one isn’t abstract.
Today: a logo, a narrative, a product nearly there.
Whether it launches is its own question — Align is in validation, by design. A full case study lands when there’s a story worth telling end-to-end. Until then —
GAP — Dholera, as cinema.
GAP is developing in Dholera SIR — India’s first greenfield smart city. A long story to tell, to people most pitch decks can’t reach.
So the proposal became the site. Not slides about an immersive web build — an actual one. Sent in lieu of a deck.
What you’ll see is a working demo — not the final brand, not the final product. A signal of intent, in motion.
The work is best understood by walking through it.
In conversation with the client now. The full case lands when the story does. Until then —
A personal encyclopedia. One letter at a time.
Looking Stupid
The willingness to look stupid is a quiet superpower.
WorkAccessibility
Design that works for everyone.
WorkAlignment
The invisible force that creates order.
WorkAuto-Layout
Constraints that set you free.
WorkBalance
Visual stability through distributed weight.
WorkBrand Identity
The visual language of trust.
Work
Writing. Swimming. Reading the same three books on a loop. Tinkering with whatever Claude and I are obsessed with this week. Trying not to break the people around me while I figure it out.
I take a small number of projects each year.
Mostly retainer. Usually founders. Always work I'd be proud to put my name on.
If you want to make something that lands — send a note.
I take a small number of projects each year.
Mostly retainer. Usually founders. Always work I'd be proud to put my name on.
If you want to make something that lands — send a note.