I spent years studying tragic heroes. Turns out brands have the same fatal flaw: they forget who they're trying to be halfway through the story.
Hi, I'm Shinjana. I studied literature, wandered into branding, and never really found a reason to leave. Eight years later, I'm still obsessed with making brands sound less like departments and more like people, the interesting kind. Strategy is where I start. Writing is usually how it escapes. Somewhere along the way I also began directing how those ideas looked, moved, and landed, because good thinking deserves better than getting lost in translation between teams.
Brand positioning and creative direction for a culture-first indie film ecosystem connecting India's undistributed indie films to audiences and distributors, working alongside director Bejoy Nambiar.
Damensch wasn't just selling essentials. It was trying to make people care about them.
Acting schools usually sell confidence. RSW wanted to build better actors.
7K → 48K followers in 10 months, organically. End-to-end social, events, and partnerships for a creative collective built around emerging talent.
Multi-client agency work — brand strategy across retail, lifestyle, and finance clients, bridging three creative teams and time zones.
Creative careers rarely move in straight lines. Film scores. Theatre. Advertising. Independent music. Live performance. The challenge wasn't creating a brand from scratch. It was bringing together years of work into a narrative that felt coherent, recognisable, and unmistakably his.
Agency life taught me two things: every client thinks they're different, and they're usually right.
Led the brand and communications strategy for Eco Futures UK, developing its messaging, website content, and foundational communication assets. Researched sustainable housing models worldwide to create a credible, compelling narrative that supports the organisation's long-term vision across digital platforms, partnerships, presentations, and social media.
“Most brand decks read like everyone else's. I'd rather build one that sounds like you, then stay in the room long enough to direct how it actually looks on screen. Strategy, content, and the camera, handled by the same person, so nothing gets lost in the handoff. If your brand has something worth saying, let's make sure it looks like it means it.”
Positioning, voice, and narrative — the thinking that makes a brand sound like a person, not a press release.
Content strategy, calendars, captions, and campaigns that turn a point of view into consistent, growing presence.
Taking the strategy off the page — directing concept, mood, and visual storytelling for shoots, campaigns, and music videos.
Eight years. Thirty-odd brands. Three million words. Somewhere between founder therapy, campaign planning, website rewrites, launch strategies, and the occasional existential "so...what are we actually saying?", I've realised my favourite projects all begin the same way: with better questions. I work with founders, agencies, artists, and people building things that deserve more than borrowed language.
For enquiries, collaboration requests or job opportunities, don't hesitate to reach out!