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

Cultural Platform & Creative Direction

Built and led a cultural commerce platform from concept to launch, creating a scalable brand and experiential ecosystem that bridges design, storytelling, and community.

Role
Founder & Creative Director

Scope
Brand identity · concept systems · experiential platform

Outcome
Generated $33K+ in revenue across a 2-day activation, partnering with 13 vendors and attracting 500+ attendees. Delivered a tiered commercial model driving $24K in vendor fees and $8K in commissions, alongside a campaign reaching 40K+ people, 78K+ video views, and sustained audience growth.

Insurance/Education & Creative Direction

Directed creative for a regional brand campaign and film, shaping narrative, visual language, and execution across multiple markets.

Role
Associate Creative Director & Narrative Development

Scope
Concept development · Copy-writing · Art direction · Brand Film

Impact
Directed the creative development of a regional brand campaign and film, defining narrative and visual language across markets. The campaign strengthened audience engagement and expanded AIA’s connection with a younger, digitally native demographic across Asia.

Brand System & Creative Direction (Fintech)

Led the development of a cohesive brand system for a global fintech platform, translating complex financial infrastructure into clear, scalable visual language.

Role
Creative Direction & Brand System

Scope
Visual identity · design system · digital applications

Impact
Developed a cohesive brand and digital visual system for Bullish, contributing to the platform receiving Webby Honoree recognition for Best Visual Design (Websites and Mobile Sites).

Brand Identity & Visual System

Developed a structured, Swiss-inspired visual system to reposition Carezza as a premium, design-led brand within a competitive B2B lanscape.

Role
Brand Identity & Art Direction

Scope
Brand revamp · Identity system · Set design & production

Impact
Elevated brand perception and contributed to sercuring high-profile clients, including West Elm, Freedom and Anthropologie, while creating a scalable identity system for continued growth.

/ 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