concept development & visual systems

qiasmus

creative direction
experiential & events
/ about the founder

Qiasmus is a creative practice founded
by Mahika Gupta.

With over a decade of experience across luxury, fintech, hospitality and cultural platforms, her work bridges strategic thinking and visual expression.

Her approach balances systems and storytelling — building brands that feel intentional, coherent and alive
across touchpoints.

/ experience

Selected Works

01/04 ⎯ Keepsake Curates

Cultural Platform & Creative Direction

Built a cultural commerce platform from concept
to an immersive brand world.

Role
Founder & Creative Director

Scope
Brand identity · concept systems · experiential platform

Outcome
7 designers showcased · multi-day cultural activation

02/04 ⎯ AIA x 160over90

Insurance/Education & Creative Direction

Translated strategic positioning into a cohesive
brand film narrative.

Role
Associate Creative Director

Scope
Concept development · Copy-writing · Creative direction

Impact
Directed a seven-film animation series for AIA’s Healthiest Schools initiative, translating the brand’s “Healthier, Longer, Better Lives” mission into compelling stories across regional schools.

03/04 ⎯ Bullish

Crypto/Fintech & Creative Direction

Developing an illustration-led visual system for a global digital asset platform.

Role
Brand Specialist

Scope
Brand identity · Illustrations · Visual systems

Impact

04/04 ⎯ Carezza

B2B Furniture Studio & Brand Systems

Developing seasonal brand narratives and high-touch collateral systems.

Role
Design Lead

Scope
Brand revamp · Identity system · Set design & production

Impact

/ expertise

Leading brand vision, narrative direction and cross-platform creative execution.

01. Creative Direction

02. Concept Development & Visual Systems

Developing scalable design frameworks, toolkits and visual languages.

Concept-to-execution creative leadership for cultural activations and brand experiences.

03. Experiential & Events

Creative Direction & Brand Systems
for Impact-Driven Organisations

/ philosophy

I partner with founders, brand teams, and cultural platforms to translate complexity into cohesive visual languages, strategic narratives, and immersive experiences.

/ Selected Clients & Collaborations
/ who I work with

For founders, brand teams, and cultural organisations who value clarity, cohesion,
and impact.

/ past collaborations

Bullish
Carbon Moves
Gusto Collective
Marc&Chantal
French May Festivals
Branches of Hope
Prokope Akademy
Carezza Design
Keepsake
Y2K
Surprise Surprise
& more

Marriott Bonvoy
St. Regis
Chow Tai Fook
Blacksheep Restaurants
AIA
HSBC
HKU Architecture
Pure Yoga

The goal is not just output — but coherence, longevity, and meaning across every touchpoint.

/ PROCESS

Understanding the business challenge, audience context and opportunity.

01. Clarity

02. Construct

Building narrative frameworks and scalable visual systems.

Guiding execution across digital platforms and physical experiences.

03. Activate