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.
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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.
Personas:
Instagram: Quirky
Facebook: Experienced
Twitter: Opinionated
Youtube: Hippie/Misfit
LinkedIn: Boring
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.
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.
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.
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)