pangolin
(visual designer)
: conceptualisation & ideation
:publication design
:iconography / infographics / illustration
Pangolin was my first deep dive into the world of B2B branding—an entirely new landscape that required me to unlearn and relearn key design practices. As a startup agency working with SaaS, purpose-driven tech, and non-profit brands, their focus was on building sustainable, market-leading identities through high-performance branding, creative strategy, and marketing.
Working alongside two incredibly skilled designers at different stages, I curated two impactful publication designs. Both projects provided a deeper understanding of the B2B market—its audience, expectations, and design approach. By the end of my time at Pangolin, I had gained a refined perspective on crafting effective and strategic designs in the B2B space.
Role:
I had the opportunity to work on several exciting projects, with two of the most impactful being publication designs—one for Mitibase’s client and the other for Pangolin itself.
Process:
Having little to no experience in the B2B industry, I started by learning from my seniors, who provided wireframes, detailed design briefs, and client decks to set expectations. The first week before starting any project was spent crafting a comprehensive design reference deck, diving deep into design research before moving on to the actual execution.
Mitibase: definitive guide
They specialized in helping B2B companies boost qualified leads and drive revenue through relationship data, sales trigger events, and AI, Mitibase aimed to create a guide that showcased their expertise while generating future leads.
Role:
After an in-depth study of their brand, I designed the Relationship-Led Growth Definitive Guide, curating custom iconography, structuring the design hierarchy, infographics & illustrations to bring the guide’s content to life.
(flip through the guide book for Mitibase)
Pangolin: lead magnet
Designing for B2B companies can often feel rigid, with limited room for conceptual exploration. Amidst working on such projects, I got the chance to design a lead magnet—a free resource offered to potential customers in exchange for their contact information—for Pangolin.
Given complete creative freedom, I storyboarded how we could communicate our offerings in the most engaging and effective way possible.
Challenge:
The goal of this lead magnet was to showcase how Pangolin leverages social media as a powerful tool—one that can shape narratives, spark conversations, and create lasting impact through tactful language and compelling visuals. The challenge was to sell this idea in a way that felt engaging, memorable, and deeply purposeful.
Concept:
To transform the concept of social media into something dynamic and relatable, we personified it through a cast of powerful women, each with a distinctive personality and "magical abilities." These women, representing different generations and fields of expertise, symbolized the versatility and impact of social media when wielded with intent.
Each page breaker illustrated these women in action—whether crafting a concoction of ideas, harnessing their influence, or driving meaningful change. Set against an Indian cultural backdrop, their attire and design reflected regional aesthetics, making the narrative even more immersive.
Process:
I began by designing a meticulously structured deck, mapping out the storyline for each chapter and curating visually engaging page breakers. The content delved into the strategic role of social media, brought to life through a unique conceptual approach.
Personas:
Instagram: Quirky
Facebook: Experienced
Twitter: Opinionated
Youtube: Hippie/Misfit
LinkedIn: Boring
Role:
I led the conceptualization and ideation of the theme, crafting a visually compelling narrative while ensuring the seamless execution of the publication design. Collaboration played a key role, as I worked closely with my illustrator to bring these characters and their world to life.
This project was more than just a creative exercise—it was an exploration of how design, storytelling, and strategy intertwine to turn abstract ideas into something tangible and impactful.
Output:
The lead magnet generated seven high-quality leads, with an impressive conversion rate, successfully turning prospects into clients.
(flip through the lead magnet for Pangolin)