Brand designer.
AI explorer.
Based in Toronto.
Hi, I'm Rupesh.
I'm a brand designer. I make things, visual systems, identities, campaigns, the occasional Custom GPT, sometimes a whole concept for an art installation. Mostly I'm here because I find AI interesting. Not in the "AI will change everything" way that you've already read fifty times, but in the smaller way, the way the tools surprise you, the way they don't quite do what you asked, the way they make you a worse designer if you're not careful and a much better one if you are.
Now I run a small studio of one. Most of the work lives somewhere between brand and AI, sometimes a service (Avell Labs, for founders), sometimes a built thing (O!1, Ghost Protocol, mAI), sometimes a concept that earned its way onto this site without quite earning its way into the world yet (Kris, AI. Art. Human Emotion.).
The question underneath all of it: what does design look like when the medium starts thinking back. I don't have a clean answer. The work is the answer in progress.
Anderson DDB·OMNICOM Health·Klick Health·Y&R·Proof·Environics
Twenty years across Toronto and Dubai. The clients were the kind you'd recognize, Netflix, Google, Ford, BMO, Gilead, Merck, Pfizer, Citibank, Boehringer. The work ranged from launch platforms for global pharma to multi-platform brand campaigns for consumer brands. Before that, briefly, I was a TV producer, which is how I ended up in more cities than I planned to and with friends in more time zones than I can keep up with.
The lesson, repeated across all of it: take a complex business, find the human inside it, build the system that lets that human travel.
Consumer Portfolio
A broader archive of design work across brand, consumer, and editorial.
OPEN ARCHIVEHealthcare & Pharma
Selected work from agency years across global pharma launches. Password: digital.
OPEN ARCHIVETwo communities I spend time in.
West Neighbourhood House
A multi-service non-profit (formerly St. Christopher House) running six locations across downtown west Toronto. Programs span children, youth, adults, and older adults, early learning, settlement services for newcomers, employment training, financial empowerment, and community development. Heart at work.
westnh.orgAI Safety Foundation
A registered Canadian charity advancing awareness and scientific understanding of AI's catastrophic risks through education and research. Hosts the annual Hinton Lectures with Nobel laureate Geoffrey Hinton, and partners with the Canadian Journalism Foundation on the CJF Hinton Award for AI Safety Reporting.
aisfoundation.aiTwo very different rooms. Both better than most.