Great design isn’t just about making things look good —it’s about crafting meaningful, immersive brand experiences that resonate. Every project starts with understanding the why—the purpose, the story, the emotion behind it. From there, we bring creativity and consistency together to build experiences that connect with audiences across all touch-points. Whether it’s a bold campaign or a subtle brand moment, our goal is to create work that doesn’t just catch eyes—it leaves a lasting impact.
collaboration
Collaboration is the secret sauce of great creative work! As an Art Director, working closely with teams across departments, within my own team, and on projects isn’t just important—it’s essential. Strong relationships make the process smoother, the ideas sharper, and the wins even sweeter. The best creativity happens when we build together, push boundaries, and go further as a we instead of a me!
creation
LATEST PROJECTS
my process
Setting the Foundation
The deep-dive phase — where we uncover the brand’s vision, mission, and why. This means researching, analyzing competitors, and aligning creative strategy with business goals.
It’s also about syncing with cross-functional teams and external partners to ensure a cohesive direction. Mood boards are created, ideas are explored, and, of course, smoothies are consumed.
01
discovery
02
Conceptualization
Bringing Ideas to Life
Here’s where creativity meets strategy.
I lead the team in developing campaign narratives, defining visual direction, and planning photoshoots. Collaboration with marketing, product, and strategy teams ensures alignment across all touch-points. We map out multi-platform executions, sketch ideas, and refine concepts— because the best ideas don’t happen in isolation.
Making It Happen
With the vision set, it’s time to execute. I oversee the design process, art direct content, and collaborate with photographers and content creators to bring campaigns to life. Assets are fine-tuned and optimized for digital, social, and retail, ensuring every visual element aligns with the brand story, maintaining consistency while streamlining workflow.
This is where the magic (and meticulous pixel pushing) happens.
03
04
maintenance
Bringing Ideas to Life
A campaign’s job isn’t done after launch. I oversee updates, analyze engagement metrics, and optimize visuals based on performance. A/B testing helps refine creative for maximum impact, and brand consistency is maintained across platforms.
Whether it’s tweaking for performance or evolving the creative, the work is never really done—and that’s what keeps it exciting.
typography of trust
Her hands-on creative talent and art direction evolved DevaCurl into a smart and visually elevated digital brand. She has a clear understanding of how to differentiate with ownable graphics, photography and motion and she is meticulous in her drive for visual consistency. Her organizational skills helped us optimize the team for future growth and her coaching and leadership allowed her team to reach their full potential and drive the organization forward. Niti constantly challenged convention and consistently delivered above target solutions with a contagious positive attitude.
ROBERT EFURD
Creative Leader, Efurd & Associates
Niti is a rare combination of creative vision, analytical organization and inspirational leadership.
typography of trust
Her hands-on creative talent and art direction evolved DevaCurl into a smart and visually elevated digital brand. She has a clear understanding of how to differentiate with ownable graphics, photography and motion and she is meticulous in her drive for visual consistency. Her organizational skills helped us optimize the team for future growth and her coaching and leadership allowed her team to reach their full potential and drive the organization forward. Niti constantly challenged convention and consistently delivered above target solutions with a contagious positive attitude.
ROBERT EFURD
Creative Leader,Efurd & Associates
Niti is a rare combination of creative vision, analytical organization and inspirational leadership.
typography of trust
Niti was a great add to the ParkerNY team at Kellwood. With her creative talent, she immediately added value and improved front-end experience by partnering with me on the UX/UI of the website. Her creative and technical background allowed consistency across the brand through all channels, as she handled coding and deployment of all emails. Niti was a pleasure to work with and I would welcome the opportunity to work with her again!
JACQUELINE CONTI
Director of Digital Content
She immediately added value and improved front-end experience by partnering with me on the UX/UI of the website
CREATIVE SERVICES
VIDEO PRODUCTION
PHOTOGRAPHY
SOCIAL MEDIA STRATEGY
ART DIRECTION