_Website not available. Sign in: https://www.twine.net/signup_ Creative Lead with 4+ years of experience building emotionally intelligent, scalable brands across FMCG, D2C, lifestyle, and architecture. Known for translating brand soul into structured systems, combining storytelling, design, and creative direction. Experienced in managing cross-functional teams, directing brand films and campaigns, and leading rebrands from concept to execution. I bring calm, clarity, and character to every brand I touch.…

Joel Varghese Paul

_Website not available. Sign in: https://www.twine.net/signup_ Creative Lead with 4+ years of experience building emotionally intelligent, scalable brands across FMCG, D2C, lifestyle, and architecture. Known for translating brand soul into structured systems, combining storytelling, design, and creative direction. Experienced in managing cross-functional teams, directing brand films and campaigns, and leading rebrands from concept to execution. I bring calm, clarity, and character to every brand I touch.…

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Website not available. Sign in: https://www.twine.net/signup

Creative Lead with 4+ years of experience building emotionally intelligent, scalable brands across FMCG, D2C, lifestyle, and architecture. Known for translating brand soul into structured systems, combining storytelling, design, and creative direction. Experienced in managing cross-functional teams, directing brand films and campaigns, and leading rebrands from concept to execution. I bring calm, clarity, and character to every brand I touch.

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Creative Lead at The Bare Bar
September 23, 2024 - June 1, 2025
● Reimagined a fragmented brand into an emotionally resonant identity across all touchpoints. ● Led 360° refresh: packaging, social, website, retail, content. ● Boosted engagement by 40% on IG and performance channels in 3 months. ● Directed a team of six; delivered two brand films and more than ten campaigns. ● Built scalable design systems for brand consistency and growth.

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    paper The Bare Bar — Building a Soulful Skincare Brand

    thebarebar.in
    India’s sustainable, handcrafted skincare brand, rooted in mindfulness and small-batch values. As Creative Lead, I reimagined The Bare Bar’s fragmented identity into a cohesive, emotionally resonant brand with scalable systems. I led the visual and strategic overhaul across all touchpoints, shaping not just how the brand looks, but what it means.
    ● Spearheaded rebranding anchored in three brand pillars: Natural, Handcrafted, and Mindful, positioning skincare as a ritual of presence and self-connection.
    ● Defined and built the visual and verbal identity system: packaging, copy, campaigns, digital, and retail.
    ● Directed full creative execution across mediums, from model shoots and brand films to performance campaigns, A+ marketplace creatives, and 10+ campaign shoots.
    ● Shaped and unified the brand’s presence across web, social, marketplace, and experiential platforms.
    ● Planned and directed brand and founder films, distilling the brand’s ethos into powerful narrative assets.
    ●Led strategy and execution for collaborative events, including the Subko x The Bare Bar campaign, building alignment on shared values, storytelling, and design.
    ● Crafted systems and templates to scale creative output while maintaining brand clarity and emotional depth.
    ● Grew Instagram following organically from 14K to 21.5K, increased brand collaborations, and launched global shipping.
    ● Directed a cross-functional team of designers, copywriters, photographers, editors, marketers, and interns, aligning them under a clear, actionable creative vision.

    This role blended brand strategy, art direction, systems thinking, and leadership. I didn’t just elevate how the brand looked - I shaped how it connects, communicates, and grows.

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