PhonePe · Quick commerce

Leading Pincode through the pivot

How I rebuilt the visual system for PhonePe's hyperlocal shopping app — across millions of users, thousands of SKUs, and a multidisciplinary team spanning visual, motion, content, and AI.

Role: Head of Brand and Visual Design
Scope: Growth · Discovery · Brand system
Team: Visual · Motion · Content · AI
Timeline: 2.5 years — ongoing

The brand, in market

Leafy & Legit — brand, packaging and storefront

Pincode quality and freshness content cards — The gold standard in fruits & vegetables — quality content system

Designing where growth happens

The homepage and category pages carry the discovery load. The system had to hold up across promotional events, seasonal pushes, and everyday browsing — without ever feeling like three different apps.

Grid of Pincode app screens across categories and campaigns — One system, many surfaces — category and campaign screens

Pincode theme style system — Theme style — the reusable visual kit behind every push

Where the system met the model

Once the house style was set, we taught it to AI. Custom-trained models extended the system to any product, any moment, any campaign — held to the same craft bar as hand-made work.

Scale the volume, not the noise

We brought AI into the production pipeline early — splash screens, category art, event creatives. The principle stayed the same: AI handles volume, designers hold the bar.

We define the style, AI multiplies it — We define the style — AI multiplies it

Product photography using AI grids — 400+ meat and fish images, 300+ fruits and vegetables — Product photography using AI grids — 400+ meat & fish, 300+ fruits & vegetables

In motion

9 FILMS

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