concept development & visual systems

qiasmus

creative direction
experiential & events
/ about the founder

Qiasmus is a creative practice founded by Mahika Gupta, a Creative Director shaping brand identities and experiences that feel intentional and alive across touchpoints.

With over a decade of experience across luxury, fintech, hospitality, and cultural platforms, her work bridges strategic thinking and visual storytelling — building brands that are coherent, human, and built to endure.

Regional brand film linking movement, health, and storytelling for AIA’s youth campaign.

/ experience

Selected Works

Cultural Platform & Creative Direction

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

Role
Co-Founder & Creative Director

Scope
Brand identity · Concept systems · Experiential strategy · Platform development

Outcome

  • Generated $33K+ in revenue across a 2‑day activation

  • Partnered with 13 vendors and attracted 500+ attendees

  • Featured in Vogue Hong Kong for it’s cultural retail and design approach.

  • Collaborated with design-driven brands such as Bodements, Turn Black, Sundae Garments, each recognized for their strong creative identities within India’s contemporary fashion scene.

  • Directed a campaign reaching 40K+ audience, 78K+ video views, and continued community growth

Impact
Positioned Keepsake Curates as a credible cultural retail platform that merges commerce and creative storytelling — demonstrating brand scalability, partnership negotiation, and cross‑disciplinary leadership.

Insurance / Education ·
Creative Direction & Narrative Strategy

Planned spatial layout and vendor curation for a 2‑day activation.

Directed the creative development for a regional brand campaign and film, shaping narrative, visual language, and messaging across multiple Asian markets to connect health education with cultural relevance.

Role
Associate Creative Director · Narrative Development

Scope
Concept development · Copywriting · Art direction · Brand film

Impact

  • Defined the regional narrative framework and visual identity for AIA’s youth‑oriented health campaign

  • Strengthened engagement among younger, digitally native audiences across Asia

  • Unified multi‑market messaging to position AIA as an approachable, human‑centered brand within the insurance and education sectors

Outcome
Delivered cohesive campaign storytelling that bridged wellness education and entertainment — driving participation and brand recall across markets.

Brand System & Creative Direction (Fintech)

Data‑driven design system reflecting the dimensional architecture of a global digital‑asset platform.

Led the development of a global brand system for a fintech platform, translating complex financial infrastructure into a clear, scalable, and visually distinct identity across digital environments.

Role
Creative Director · Brand System Lead

Scope
Visual identity · Design system · Digital platforms

Impact

  • Directed the creation of a unified digital design language that clarified a complex financial product suite

  • Elevated the platform’s market differentiation through a sophisticated brand system merging technology and aesthetics

  • Contributed to Webby Honoree recognition for Best Visual Design — Websites & Mobile Sites

Outcome
Built a consistent, future‑ready design framework positioning Bullish as an innovative and credible player in the evolving fintech landscape.

Brand Identity & Visual System

Developed a structured, Swiss‑inspired brand system repositioning Carezza as a premium, design‑led label within a competitive B2B landscape. The identity captured clarity and craftsmanship through precision layout, restrained typography, and tactile visual cues.

Role
Brand Identity & Art Direction

Scope
Brand revamp · Identity system · Set design & production

Impact

  • Elevated brand perception and secured partnerships with West Elm, Freedom, and Anthropologie

  • Created a modular identity system supporting scalable growth across product lines and retail environments

  • Helped position Carezza as a trusted design partner through cohesive visual storytelling

Outcome
Delivered a premium, enduring brand foundation that blended European modernism with approachable warmth — reinforcing Carezza’s relevance in international design markets.

/ 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