I’m Yugi a creative strategist and service designer working at the intersection of art direction, advertising, public service innovation, and social impact. My background began in advertising, where I trained as an art director and creative lead, building integrated campaigns and brand platforms for global clients across the UK, US, and India.

Over time, my practice evolved beyond communications into service design and systems thinking, driven by a desire to understand not just how ideas look, but how they work in people’s lives. This blend of creative strategy and service design allows me to approach problems holistically: combining cultural insight, human behaviour, and operational reality to design user-centred, planet-conscious solutions.

My work spans advertising, public services, climate and social change, and has earned 18+ international awards including Cannes Lions, Red Dot, and One Show, with features in over 50 global publications. More importantly, it has helped organisations move from surface-level storytelling to meaningful, experience-led impact. I’m passionate about building thoughtful, human-centred systems, whether that’s a campaign, a service, or an organisation and collaborating with teams who care about clarity, craft, and real-world outcomes.