Shruthi Athreya
Contents Event planning and design Branding design Books and corporate presentations Poster designs Illustrations 3D renders Literature
I am thrilled to share my portfolio with you. Every experience in this unabated journey of exploration has been crucial in shaping my ideas and aspirations. I am grateful for the path that was molded and paved to pursue art and event management with the help of dozens of hands and hearts. I am even more excited for the unknown and for what follows.
Event planning and management Event: Eco-sensitive wedding Year: 2021 Guest nos: 400 Event period: 3 days
Mood board for the project + testimonials
Scope of work: A. Choice of location - Keeping weather conditions, social distancing and the client’s wishes in mind. B. Planning accomodation - For 300 guests in luxury cottages C. Gastronometry - using locally grown ingredients and dishes that brings out the tradition of both the families. D. Decoration - Creatively repurposing antique and scrap materials into pieces of art. Floral decor using locally grown flowers and indeginous leaves enhancing the ambiance of the space with an unexpected yet captivating twist. E. Events - About 6 functions during the 3 days planned within a financial budget - with the props for religious ceremonies, stages set, decoration, lighting and music.
A glimpse from the successful event
Antique doors were repurposed to create a thematic background for an event, accentuating it with some flowers. The doors were returned back to the shop after the program.
Used paintbuckets were given a make-shift using jute bags to seat locally grown flowers and our favourite banana leaves.
Bamboo poles covered in leaves with jars filled with flowers dropping from the poles paved way to the guests along the main alley, setting the mood for the event.
All the event’s elements were thought about with ‘ecological sensitivity’ as a key factor, combined with ‘creative presentation’.
Event planning and management Event: Hands on building workshop Client: Rhea Year: 2021 No of Participants: 30 Event period: 3 days Location: Chennai, India
Scope of work: Organisation with stakeholders - Meetings with client, expert professionals and staff to allign everybody’s objectives and goals, ensuring everyone’s satisfaction.
Pamphlet for participants - Adobe photoshop (designed by me)
Financials - Financial plan for the workshop based on expenses to be incurred, payment to expert professionals and profit margins. Advertisement and marketing - Through social media posts and networking, reaching the target audience to invite participants for a successful event. Registration - Services for online registration and personal enquiry. Preparation of site - Preparing all the materials required for the workshop and ensuring safety and comfort standards for the participants.
A peek into the successful workshop
Hospitality - Arragement of accomodation and food for 3 days, transportation facility between the site and the accomodation areas.
Event planning and management Event: Hands on earth-oven building workshop Client: Circuleum, Stuttgart Company: Paari Design Studio and EZBET Project (NPO) Year: 2023 No of Participants: 12 Event period: 10 days Location: Stuttgart, Germany Scope of work: Stakeholders - Planning meetings with stakeholders and bringing all the actors together. Advertisement - Through ads in universities and networking, reaching the target audience. Financials - Applying for funds to organisations for a community driven activity. Preparation of site - Preparing all the materials required for the workshop and ensuring safety and comfort standards for the participants.
Material study with experts before the start of the workshop.
A picture of the oven construction during the workshop.
The Earth-Oven project A bottom-up hands-on placemaking workshop
Date: 18th, 19th and 20th August 2023 (Friday, saturday and sunday) Time: 09:00 - 17:00 Objective: A community-based place making project to build an earthen oven in a public space for the people to come together, organise events, cook and eat as a group and claim back public space.
“Eating around an open flame is one of the fastest ways we are able to drop pretense and connect with others.” Description: We are introducing a new project, built on the successful workshop at the University of Stuttgart within the framework of urban future. Going beyond indoor spaces, this project takes place in an urban space - which is used for cultural, social and sport activities in the neighbourhood of vaihingen, Suttgart. The project aims to bring the community together by involving them in a hands-on project, building with us, their families and kids to create an earthen oven which will be open to use for everyone from the community and the visitors - to bake fresh bread or pizzas, and using the space for social interaction and creating possibilities for dialogue. The participants and the community will also learn the technique of cob construction while building with us. Some seating elements will also be built using rammed earth technique in the space to complete the design and make it usable for the community. Day 1 • • •
Introduction to cobbing technique with earth Preparation of material Start making the oven
Day 2 • • •
Contunue maknig the oven Start making the seating area with rammed earth Start plastering the oven
Day 3 • • •
Remove the oven mould Burn the oven and cook together Finish building the seating
Materials needed: 1. Sand, soil and straw to build the oven and seating 2. Mortar mixing containers and tools 3. Wood for making table 4. Wood for rammed earth moulds 5. Material for building a temporary roof 6. Plastic tarp to work
Opening day - invitation - Made using canva
“An oven attracts festivals and community events. People want to share food on special occasions... A nursery school wants to do its annual fundraiser... a street festival will culminate in a pizza-potluck, a city parks tour wants to have lunch at the oven.”
Fund application pamphlet - made in Adobe indesign
Fertig!
Branding design
Client: Jai Dinesh Company: Jai Yogalaya (Yoga studio) My design scope: Logo design, Visiting card design, Name board design, bill book design
Bill book design
Name board design
A clip of the website
Branding design
Client: Self Company: Paari Design Studio
Logo design
My design scope: Logo design, website aesthetic design, Visiting card design, Name board design, Bill book design
Book design and creation
Selection of location
Book: EIE documentation Timeline: May’19 - July’19 Client: EZBET project, Stuttgart Role: Presentation and illustration Tool: Adobe - Photoshop, illustrator, indesign
Permissions and challenges
University Library
K2 building
Green space
Exhibition space
Buildings on site
K1 building
Language centre
Institute for Navigation
EZBET Exhibition
EZBET tracks
Main Stakeholders
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Awareness and outreach
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Implementation of real projects on ground
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Research tracks divided
Building material workshop Officially funded
Student Competition Course
Street Intervention
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Start of Ezbet project at SI Uni Stuttgart
Oven project
Realization of projects with active community participation
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Ezbet project exhibition and continuation of work at Geziret El Dahab
Implementation of School renovation
“Centre of Ezbet Abu Qarn”
Mudbrick
Design
Physical Social urban development development
Wood
PNA course 2
Recycled bottles
Implement
Phase 1: Design project course/competition
Moving to assess the needs of the informal settlment of Geziret El Dahab
PNA course 1
Papercrete
Rammed Earth
Street Intervention Moving to Geziret El Dahab
Two main tracks for sustainable development identified
6 prototypes of building materials were developed and implemented
Funded as a German-Eyptian project
Oven project
Phase 2: Official Egyptian-German Academic Project
The first phase was part of university activities that ended with delivery of design ideas. Later, a cooperation with an NGO was developed through which participatory activities were carried out within the community. During the second phase, the
Workshops with residents
Phase 3: Participatory development / bottom-up approach
Phase 4: EZBET 3 year experience
EZBET project has developed itself around five major research and planning tracks with an aim to work with different stakeholders. They are as follows: Ezbet academic activities In 2011, a student project started at the Städtebau Institut (SI) entitled ‘centre for Ezbet Abu Qarn”. Dr. Manal El Shahat initiated the course with a group of German students. Soon after, a collaboration was formed with Ain Shams University, Cairo which directed the exchange of students from Germany to Egypt. Later, it institutionalised into a regular module called ‘ Participatory needs assessment’ which is currently completing its 4th session. Ezbet participator y activities Ezbet project understands informal settlements and their communities as partners who need to be engaged in the development process. One of the main targets was to engage
in a dialogue with the people, find their real needs and provide them with the ability to cater to them indepently with the knowledge acquired together with the EZBET team them. Ezbet international competitions The competitions were designed in two phases targeting the students. During the first phase, a call for participation was annonced with successful design submissions. Secondly, the designs were evaluated to develop a new design proposal to implement on site. The three competitions held so far include a ‘community center design’, ‘upgrading the school’ and ‘ferry station’. Ezbet implemented projects EZBET’s project’s aim was to involve the community in the activiites ezbet decided to conduct, serving the 3 pillars of development. In Ezbet Abu
Qarn, three projects were carried out going from a small scale to a medium to a large one. They were: ‘oven project’, ‘street intervention’ and ‘school play ground project’. Ezbet education and outreach Throughout the project, information flows in 2 levels: Internally, expertise is passed on among the team and participant; externally, efforts are made to publicize the findings and results. The internal education includes training in theory, methods of participation among the team, students and community participants. Externally, through participation in lectures, conferences, publications and competitions, Ezbet project strives to share its findings with academicians and general public for feedback and support.
itcA itiv se
Ed uca tion
and Outreach
Ezbet International Exhibition Cairo 2017
Exhibition design layout
Construction - Execution on site
EIE event
Graphic design submission Approved final booth design and layout Getting sponsors Sending email invitations
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Registration for exhibition and Workshop Import material to site Teaser campaigns on social media
December
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November
October
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Publications and media
Conference
Purchase of materials and furniture
All print outs ready
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Exhibition and design
EIE stuttgart journey begins
Conference Closing Grand opening ceremony
Constreuction of exhibition complete
Approval from BOD for graphic designs
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demic activities Aca
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ou tre ac
Brainstorm design ideas
Education and
Print out graphics, give aways, IDs, name tags etc
Online marketing campaign and google form for registration
Through out the exhibition period there were numorous participatory D u r i n g activities. There were activities for students the 3 years of of the university educating them about partici- Ezbet, there were patory planning techniques and tools, activities many academic comwith the neighbouring community with the support of petitions that were held to volunteers to build awareness on health and sustain- have a variety of design able energy forms. Apart from this, the exhibition by proposals for upgrading the qualiitself was interactive, creating a space for ty of life in the informal areas of There Cairo. This was later astudied and ideas exchange of ideas and expewere 2 acafrom the best designs were used for riences in the y activities demic workshops Int implementation on site. In order to campus. tor er ipa na that were conducted show the simulation of competitic tio ar during the exhibition. Firstly, tions held during the 3 years of Evaluation of three implemented experience at Ezbet project, projects - using logical matrix small competitions such as framework.’ Secondly, ‘Redeclimbing, bowling, drawing fine stakeholder’s role and etc were conducted during responsibility in participatory EIE Cairo with the children. process, bottom up approach One of the main focus of the using web of institutionalisaexhibition was to display the tion and stakeholders influence learnings from 3 years of mapping.’ The outputs of the Ezbet project’s experience. workshops were used as the The exhibition showcased inforbase for the future projects of mation about the whole journey EZBET in the process of right from the beginning going During developmental implethrough various steps in the process. the exhibition, mentation. There were also seating spaces adjastudent volunteers and cent to the exhibited area for the viewers team members from Ezbet were trained to particto discuss about the projects. Team ipate with the communities with regard to social members from the Ezbet project science, ethical conduct and participatory techniques. were always around the area Workshops on health and renewable energy sources to answer any questions were conducted to raise awareness about basic and eplain about the hygiene and energy consumption. For this process, project. There were the volunteers were involved along with trained also guided proffessionals to gain experience in such tours. practices. ts ec oj pr
Preperation of Online and offline graphics
whole journey from the beginning and there were guided tours. Education and Outreach: During the exhibition, student volunteers and team members from EZBET were trained to participate with the communities. Workshops on health and renewable energy sources were conducted to raise awareness about basic hygiene and energy consumption. Academic activities: Two academic workshops were held. Firstly, Evaluation of three implemented projects - using logical matrix framework.’ Secondly, ‘Redefine stakeholder’s role and responsibility in participatory process, bottom up approach. The outputs of the workshops were used as the base for the future projects of EZBET in the process of developmental implementation.
Impl em en te d
Design of flyers
Participator y activities: During the exhibition there were activities planned for students, educating them about participatory planning techniques and tools, activities with the neighbouring community to build awareness on health and sustainable energy forms. International competitions: Many academic competitions were held by EZBET project to have a variety of design proposals for upgrading the quality of life in the informal areas of Cairo which was later used for implementation. A simulation of these were made during EIE Cairo with children through small competitions such as climbing, bowling and drawing. Implemented projects: One of the main focus of the exhibition was to display the learnings from 3 years of Ezbet project’s experience. The exhibition showcased information about the
itions pet om lc na
Under the track of EZBET education and outreach two large exhibitions were carried out in Cairo and Stuttgart consecutively. Ezbet International Exhibition Cairo was EZBET’s first interactive exhibition to be held from the 2nd to 7th of December 2017 at the Faculty of Engineering, Ain Shams University in Cairo, Egypt. The EIE showcased Ezbet project’s experiences in community development through participatory approaches that enabled the communities to be part of the process of upgrading their informal settlement without changing its logic, culture and identity. The exhibition focused on four parts: The exhibition and EIE symposium on the Ain Shams campus; workshop focusing on Health and Education on Geziret El Dhahab’s community; and academic workshops with students at the Ain Shams university. Since the exhibtion was held in the campus, the target group was limited to students and the invited parties. The exhibition was held outdoors, attracting higher numbers and gave the opportunity to add to an existing structure and make changes in the open space, redesigning it to be used in a different way.
Jan
Mar Apr May
Initial preparation phase, design of publication panels for display for EIE 2018 to be held in November
EIE module with the students of univeristy of stuttgart Preparation of publication material Design and printing Conference
Jun Design development and purchase of materials
Jul
Aug
Sep
Construction phase
Deconstruction phase
EIE 2018 event
Oct
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Nov 11 12
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2019
Egyptians leave Stuttgart
Egytian engineers travel to Stuttgart
Feb
PNA and modeling workshops held
Egytian students travel to Stuttgart with construction material
Data collection
EIE activites Grand opening
Dec Jan
EIE 18 tour
Construction begins on site
Publications and media
Conference
EIE Exhibition
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2. Introduction: The story of EZBET project begins here, giving an outline of the whole process of it’s creation. The goals, pillars and values of EZBET project were explained here.
4. Street:To the right is a typical street of Ezbet Abu Qarn, similar in dimensions to the actual site. This part of the exhibition tries to capture the atmosphere of an informal settlement in Cairo.
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7. School: The space imitates a typical school courtyard in Egypt with the Flag in the centre, since most of the interventions were made in the school’s open space.
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9. Cafe and theatre: The cafe offered traditional Egyptian drinks to bring the atmosphere in the space. The seating allows the people to relax and discuss about the project.
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3. Community center: This was the first project in Ezbet Abu Qarn, by the corner of a street. The display mimics the project by locating it in a niche and using proportional dimensions.
5. Oven: At the end of the corridor is an installation that imitates the oven project which was implemented by the side of a street in Ezbet Abu Qarn.
The spatial planning of the exhibition was a story in itself. It demonstrated the journey of EZBET project through the design both spacially and contextually.
The increase in scale of projects also correlates with the space allocated towards each project showing the progress of EZBET project evidently.
6. Street intervention: The display area was of the same proportions to that of the actual project. The cafeteria was connected to mimic the shop that provided snacks during the construction.
8. Gaziret El Dahab: A stair leads to the on going project of EZBET. This is an island in the centre of Cairo. The space was designed around the stones to feel like a group of islands.
10. Sale area: This was towards the end of the exhbition area to encourage people to buy soveniers or provide donations for the project. There was also free henna for people at this corner.
Design concepts
Feb
Exhibition and design
Foyer
EZBET office
K1 building, University of Stuttgart - Spaces used by EZBET project during the span of Ezbet International Exhibition 2018 in Stutt
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2018
Logistics decided
Wood workshop
Planning program of EIE
1. Entrance: There was a clear entry point directly visible from the main stairway to the University, inviting people into the exhibition with information about the project.
EIE Timeline
Invitation to hold EIE 2018
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A edac cim
P ra cit
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Library EZBET lectures held here
Constructing the exhibition space
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research project got established in collaboration between the 2 universities from Egypt and Germany with a strong focus on community outreach and cooperation. In the third phase, it gained recognition as a well-established participatory research project, fully funded by DAAD. The team was now able to practice an effective participatory process with the community. During the fourth phase, Ezbet project published two books: ‘5 years of experience’ and ‘street as a public space’ launching an exhibition within the framework of a symposium in Germany. Meanwhile, it seeks institutionalization through the city real lab “Kairos” at Ain Shams University.
PNA workshop
Permissions had to be received for both the Exhibition area and the foyer. The applications for receiving them were sent out in May 2018, which were approved by the beginning of October. For the exhibition space, EZBET got permission to use it for the whole period from the start of construction until the end of deconstruction and cleaning.
In total 4 spaces had to be booked for the event: 1. Space between k1 and
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The Ezbet project is devoted to the revaluation process of informal settlements’ development through a bottom-up approach, which went through 4 phases: Phase 1: Ezbet as a desin project course/ competition; Phase 2: Ezbet as an of ficially Egyptian-German academic project; Phase 3: Ezbet as a participator y development leader for sustainable development; Phase 4: Institutionalization of the Ezbet project
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Other entities including the governnment and the local NGOs as well as civil society organizations
Since the site was part of the urban fabric, many actors shared the right to the space. Through this process, sprouted an idea to show how the urban space could be changed and used differently. The exhibition intended to display how an informal settlement looked and also to bring life to the space.
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Multi-disciplinary students, professors, researchers and academic staff The Ezbet residents
The initial plan was to exhibit in the foyer of K1 building, where most of the work of faculty of architecture was displayed. However, the space was completely booked for the period of NAERUS conference. Since the exhibition was planned to be opened during the same time, it was decided to exhibit between the K1 and K2 buildings, which acts as the main entrance to the university and the architecture blocks making it an ideal space to catch the attention of the people. Since the exhibition was planned to be held outside, it put more pressure on careful designing of the space, needing solutions for wind, rain, snow, traffic, etc. However, on the brighter side, the exhibition became part of the urban space and open to public.
k2 buildings – Exhibition (under the administration of 3 bodies as mentioned above) 2. K1 building Library – To hold lectures (administration of the University) 3. K1 building Wood workshop (administration of the University) 4. K1 building Foyer – Opening night celebration planned for 80 members (administration of the University)
Exhibition
Opening ceremony
EZBET phases
The International Urbanism institute was not aware of the means to get permissions for the selected site. The IKTE institute later guided the EZBET team. There were 3 organisations involved in the process, namely: 1. The university of Stuttgart 2. Baurechtsamt (construction law office from the city of Stuttgart) 3. Ordnungsamt (Regulatory office from the City of Stuttgart)
Closing ceremony
Mar Apr
EIE 2018 book publication
The idea of hosting EIE 2018 came up in January 2018 right after EIE Cairo. The process of working on the Exhibition started in the beginning of 2018, concluding in November with the event. This timeline gives an overview of the whole period. The legends are divided into 3 parts, namely: a. Publications and media, b. Design and c. Conference. These 3 parts were achieved together and in some cases also overlapped. The most intense period was in November, during the exhibition which lasted for more than a week with events lined up everyday. The deconstruction of the exhibition took 2-3 days after which it was only data collection and book publication.
The Egyptian team had started with the design concepts before arriving in Germany. However, they worked on their ideas based on the inputs received during on-line meetings and the site dimensions sent to them. They hadn’t seen the site in person. Thus, they merely calculated the amount of materials that were needed from Egypt for installation. The detailed designs were developed in September after the team landed in Stuttgart. Two conceptual designs were produced based on various aspects such as wind, rain, snow, theft of materials, ease of construction, deconstruction and so on. Later, a physical model for both the designs was presented to a board of members who voted for them and the best was chosen to be built. This decision was taken by the end of September.
Design concept: 1 The main idea of this design was to recreate the experience of being in an informal settlement while going through the exhibition
Design concept: 2 The idea of this proposal was to... separated spaces - more open
connected - one lead to another - one space to next
Few pages showcased here
Corporate presentations
THE EXPANSION PROGRAMME
Presentation: For funding series Timeline: Mar’23 Client: Levista coffee, India Role: Presentation and illustration Tool: Microsoft Power point, Photoshop
The Company’s expansion programme
Worked on various corporate presentations for investor funding, reports and design pitching for clients.
ABOUT US
The Company has at present an installed capacity of 7000 MT per annum of instant coffee and is nearing capacity utilization. This year the Company has targetted 8500 MT which is achievable as a result of engaging industry experts and implementing their recommendations in the process, with minimum CAPEX investment, scoring higher yield.
The company employs about 2000 people.
Since the company is on the verge of achieving capacity utilization, it proposes to expand its horizon by augmenting its production lines with sophisticated, state-of-the-art machinery.
The company now sells two variants of coffee powder as filter coffee and Instant under the brand name Levista. It also sells coffee as a beverage through their kiosks in Metro railway stations, kiosks in high traffic areas. The company has also established coffee bars and making an impact among youth in TN, Karnataka. Futher, plans are underway for expanding into the states of Andra Pradesh, Telengana, the 2 coffee loving states in India.
To support this, the Company proposes to import machinery from overseas and re-train the existing employees and further supplementing the work-force.
New cafes
THE OUTLOOK The raw materials will be processed for domestic consumption (at a lower cost of production) and any surplus may be exported at a higher value during the last quarter of the Calendar year, thus ensuring better profit margins.
Over the years, study reveals the price of the beans (raw material) is at its lowest in the first quarter of the Calendar year. The Company proposes to procure the raw materials during this period and stock in its warehouse (adequate space available already).
The Foreign investment policy of the Government of India allows automatic route, thus eliminating all the hassles of bringing the funds into the country.
With the funding, the Company proposes to close its Bank loan and thus improve the profit.
The Company has signed long term agreements with Power Producing Companies for SOLAR power at a lower cost than the power supplied by the Government at present.
STRENGTH AND OPPORTUNITIES
THE PRODUCT The company ventured into retail segment with the brand ‘Levista Filter Coffee’
The launch of instant coffee
2017
1997
Freeze dried factory
Expertise of promoters in the coffee business
Continuous Research and Development in Product development and expansion of the product lines.
Major supplier to Global Brands
2019
2008 The SLN group started its operations - green coffee/ export
The company ventured into retail segment with the brand ‘Levista Instant Coffee’. Currently, they have 9% share in TN and Karnataka
Huge potential in domestic market - Market is likely to grow at 10% per annum
Expansion of Levista to emerging global coffee markets.
Visionary leadership
Few pages showcased here
Poster design
Created using Microsoft power point
Created using Adobe photoshop
Creation of advertisement posters using various software, and hand sketch in a swift and appealing fashion. Created using Sketchbook
Illustrations
Paper: Facile solid-state synthesis of a layered Co-free, Ni-rich cathode material for all-solid-state batteries Timeline: Sep’23 Role: Illustration Tool: Sketchbook Illustration conceptualisation for a mural art piece around a seed bank - to completion of project.
Paper: Stable Cycling of Room‐Temperature Sodium‐Sulfur Batteries Based on an In Situ Crosslinked Gel Polymer Electrolyte Timeline: Mar’22 Role: Illustration Tool: Rhino 3D, Adobe illustrator
Illustration for a thesis study on gender inequality
3D model making Model made using: Sketch up Rendered using: Enscape 3D models used to conceptualise design ideas for exterior and interior spaces. They have also been used to visualise stages for events and temporary design of spaces.
Literature
FRAMING THE SKY WITH MUGHAL ARCHITECTURE Fatehpur Sikri Awed am I, by her monumentality, In her, I see a combination of simplicity and intricacy governed by arches and domes that welcomes thou, spaces conversing with each other elements subtle yet striking massive by structure, humble by texture thrilled am I, by her she adorns white and red, a contrast that completes the whole the land rejoices her with green and blue, while the sky craves for her boon proud she stands, for beauty is her embodiment! (A poem written during a historical trip to Agra)