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.

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.

view experience 
/ Selected collaborations include
/ 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

/ expertise

Brand worlds, visual languages,
and narrative coherence across touchpoints.

01 Creative Direction
02 Concept Development & Visual Systems

From ideas to structured style guides, toolkits, and scalable design systems.

Concept-to-execution for cultural events, exhibitions, and brand experiences.

03 Experiential & Events
/ experience

Selected Works

01. Keepsake Curates

Cultural Platform · Commerce × Community | 2025

Building a cultural commerce platform from concept to immersive brand world.

Creative direction · Concept development  · experiential
View full project

02. AIA x 160over90

Insurance x educational · Brand Positioning Film | 2023-24

Translating strategic positioning into a cohesive brand film narrative.

Creative direction · Concept development
View full project

03. Bullish

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

Crypto fintech · digital assets | 2022-2023
Creative direction · visual systems
View full project

04. Carezza

b2b design studio · Brand Revamp & Identity System | 2021

Developing seasonal brand narratives and high-touch collateral systems.

Creative direction · visual systems
View full project 
/ PROCESS

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

Every project begins with understanding the core tension — business objectives, audience context, constraints, and opportunity.

Clarity shapes everything that follows.

01 clarity
02 construct

I translate insight into narrative frameworks and visual systems — defining direction, building cohesion, and ensuring ideas are scalable across touchpoints.

From digital platforms to physical experiences, I guide execution to ensure the final output remains strategically aligned and emotionally resonant.

03 activate