I'M DHRUVIL (drew-il) SHAH, PRODUCT DESIGNER BASED IN NEW YORK, WITH A BACKGROUND IN BRANDING & FOCUS ON PEOPLE & AI.
B2C • Consumer Social • AI
Your digital diary with no feed, likes or creators, that puts your photos and videos on a 3D map of the world.
Giving social media a new dimension
A feed flattens everything into a queue, ordered by whatever an algorithm thinks will hold you.
Ubiq puts the same moments back where they happened, so what you're looking at is a world rather than a list, and you move through it the way you'd move through a city.
Ubiq puts the same moments back where they happened, so what you're looking at is a world rather than a list, and you move through it the way you'd move through a city.
One visual language across every moving part
I designed the product end to end and built the design system and the brand from scratch, working with the founder and the engineer on weekly releases.
A map of other people's moments carries a lot at once. Before you tap something you want to know who posted it, whether you've already seen it, how recent it is, where it was taken, and who can see your own posts in return. Adding a label for each would have buried the map under its own interface, so I crafted a whole system around it. Headgear for how you know someone, ring color for seen or unseen, size for how recent, a small emoji for the kind of place. Those same symbols return when you post, filter, tag someone or open a profile, so you learn the language once and it holds everywhere.
Eight surfaces now share one vocabulary, and the shared rules gave the engineer enough to keep shipping weekly without design holding a release.
B2B • Risk Management • SaaS • AI
A voice AI platform that reads crew wellbeing from routine check-ins and warns managers before fatigue or stress turns into an accident. Built for crews on ships, planes, mines and rigs.
Where the check-in stops and the monitoring starts
A crew member talks to the AI once a shift and the AI forms a read on their physical and psychological state from what they say.
The manager needs enough insight to pull someone off a rig before something unfortunate happens, and the crew needs not to feel watched. The product fails the moment either side stops trusting it.
Four products on one system
I led the brand refresh and designed the four products that make up the platform: the SaaS tool where crews are managed, the conversational AI they check in through, the readiness dashboard managers work from, and the website.
B2C • Food & Beverage
The flagship burger brand of Giga Foods. It launched mid-pandemic as a cloud kitchen and now runs 13 outlets across Sri Lanka. I worked with them twice: the brand it launched with, and the campaign that came after.
Everything the brand could be had to fit in a box
Local chains and international franchises were on every corner, and there were no walk-ins to win. A box at someone's door was the only touchpoint left, so the box had to do the work a storefront, a menu and a server would normally split between them.
Everyone else was selling the product or the discount. We at Landor sold the part people actually like about a burger. I designed the brand, the packaging and the story underneath it, and "A Delicious Mess" went on the box, where nobody else was willing to put it.
Sales hit 200% of forecast on opening night and repeat orders doubled by week two, with over 140K online impressions. This work received recognition at the Art Directors Club, D&AD, Dieline and Transform Awards.
Nobody wanted to eat a burger on camera
Working from home tripled, and lunchtime burger sales fell 11% worldwide. A burger is a two-hand, three-napkin meal, the last thing you order with your camera on.
Landor launched a pro bono campaign: scan the QR code on the box, record a minute of yourself looking attentive, set it as your Zoom background, camera off, and eat. Full'r got 3,700 scans, around 2,500 people tried it, orders went up 306%.
I worked across the product, growth strategy, art direction, packaging, and the narrative. Our work received recognition at One Asia and Kyoorius.
B2B2C • Fintech • Consumer Social
A Mastercard-backed financial-social platform that helps people set, track and hit money goals alongside the people, experts, banks and credit unions they trust.
Gen Z doesn't act on money advice
There is no shortage of money advice online. Advice from a stranger with a chart is free and worthless, advice from a friend is trusted and often wrong, and an advisor costs money most people at this stage don't have.
Designing financial personality
I led the brand refresh and the UI overhaul of the mobile app, and designed its flagship feature, Financial Personality. It analyzes how users actually handle their money, visualizes it and shifts what the app puts in front of them.
B2B • Electronics
An engineering and manufacturing company that builds battery systems for defense, marine, industrial and commercial platforms.
Four markets, four PDFs
Each business vertical had its own PDF and their own internal logic, and the hardware kept getting lost behind the story. The site had to carry all four without becoming four sites, and it had to put the product back in front.
No developer, no handoff
I translated the brand into web, collaborated on the IA, UX and UI, then built and shipped the site myself in Framer. I developed it as a component system rather than a stack of pages, so adding another business vertical is a content job rather than a rebuild.
Four market offerings that used to sit in separate PDFs now live in one place.
B2C • Automotive
The electric vehicle subsidiary of Tata Motors, India's second-largest carmaker. It leads the country's EV market.
The hesitation wasn't about the car
EVs were barely 2% of car sales in India. What held people back was range, charging, servicing, and a showroom experience that hadn't changed in decades.
Move with meaning, across print, digital and showroom
Landor was hired for everything from naming to customer journey, and developed the creative strategy, "Move with meaning." On a cross-functional team spanning brand and retail, I crafted the logo and expression based on "Move with meaning," a scalable circular identity centered on community, technology and sustainability.
Tata.ev crossed 100,000 EV sales and 70% market share within five months of launch. Recognized at the Kyoorius and VM&RD Retail Design Awards, and featured in Branding in Asia, Retail4Growth and The Hard Copy.
B2C • E-commerce
India’s first Super App, built by Tata, the country's oldest and largest conglomerate, to put the whole group behind one login and one loyalty currency.
15 brands, one front door
Tata’s ecosystem includes Starbucks coffee, Air India flights, Taj hotels, BigBasket groceries, Croma electronics, Tata CLiQ fashion, Tata 1mg pharmacy, and more.
At Landor, I worked on the brand identity and the architecture, from strategy through to guidelines. The biggest challenge was deciding how the parent brand and each Tata business would sit together: what stayed theirs, what became Neu’s, and how Neu could speak about any one of them and all of them at once. Tata built the product internally, so the system had to be written clearly enough to hold up in the hands of teams we’d never sit with.
Launched mid-IPL 15, in front of 350M viewers
The app passed 11M downloads by the end of the tournament, and the identity now runs across the group’s consumer ecosystem.