Five people looking upwards, holding mobile phones.
Five people looking upwards, holding mobile phones.
Five people looking upwards, holding mobile phones.
An illustrated booklet, with the title "6 Design Principles of Data Sharing".
An illustrated booklet, with the title "6 Design Principles of Data Sharing".
An illustrated booklet, with the title "6 Design Principles of Data Sharing".
  • In a blue scene, a father holds his young son's hand, who points towards a billboard that says "Invest in Education today". In the backdrop is a bus stop, and buildings.
  • In an orange scene, a call center employee speaks into a headset microphone, while working at a computer. In the backdrop are more computers and a man.
  • In a blue scene, a bank employee explains a paper form to a man, who is listening attentively.
  • In an orange scene, a man holding a mobile phone is looking at a poster on a wall which says "Home Loans". In the backdrop are a tea shop, and a sleeping dog.
  • In a blue scene, two hands wearing gold bangles are using a mobile phone. In the backdrop is an infant playing with a toy.
  • In an orange scene, a safe, keys, a bank passbook, insurance papers, and a glass of tea are kept on a table.
In a dark blue scene, an old woman shopkeeper counts money behind a counter. Sanitizer, weighing scale, and a QR code standee are also present.
In a dark blue scene, an old woman shopkeeper counts money behind a counter. Sanitizer, weighing scale, and a QR code standee are also present.
In a dark blue scene, an old woman shopkeeper counts money behind a counter. Sanitizer, weighing scale, and a QR code standee are also present.

Illustration Identity for D91 Labs

Defining D91 Labs illustration identity

Defining D91 Labs illustration identity

D91 Labs is Setu’s research arm, that conducts secondary and primary research into Indian fintech, and publishes findings as blog posts and other forms of media. Their vision is for research to help entrepreneurs create better solutions by informing fintech decision making.

The goal of this project was to create D91 Labs' visual language, particularly their illustration language. As most of D91's research focuses on last mile users, human characters were crucial to the narrative and I dedicated great attention to developing a style for them. In addition, I concentrated on details such as characters' body language, attire, and the contexts or environments around them.

I wanted each illustration to evoke a sense of familiarity in readers, which would help them better connect with our blog posts. I wanted people to see them and think, "I've been here, or I've seen this kind of person somewhere."

D91 Labs, Setu’s research arm, conducts primary and secondary research on Indian fintech and shares insights through blogs and other media. Their vision is to help entrepreneurs build better solutions by informing fintech decision-making.

This project focused on developing D91 Labs’ visual identity, particularly its illustration style. Since much of their research centers on last-mile users, human characters were central to the narrative. I paid close attention to details like body language, attire, and surrounding environments to bring authenticity to these depictions.

The goal was for each illustration to evoke a feeling of familiarity in readers, prompting them to think, “I’ve been here” or “I know someone like this,” and thereby strengthen their connection to the stories being told.

D91 Labs, Setu’s research arm, conducts primary and secondary research on Indian fintech and shares insights through blogs and other media. Their vision is to help entrepreneurs build better solutions by informing fintech decision-making.

This project focused on developing D91 Labs’ visual identity, particularly its illustration style. Since much of their research centers on last-mile users, human characters were central to the narrative. I paid close attention to details like body language, attire, and surrounding environments to bring authenticity to these depictions.

The goal was for each illustration to evoke a feeling of familiarity in readers, prompting them to think, “I’ve been here” or “I know someone like this,” and thereby strengthen their connection to the stories being told.

Designing the website

I designed D91’s website, the main purpose of which was to help readers find all of D91’s work in one place, as it was scattered across multiple blogging platforms and Youtube.

One of the main challenges was figuring out a logical way to group and label all the blog posts and other media, before moving on to the design. This needed multiple working sessions with the D91 team.

As part of this project, I also reworked D91’s logo to be multilingual.

There was consensus on using a mix of illustrations and photographs on the website, and the image for the first fold was shot during a visit to Kunigal in rural Karnataka.

Alongside illustrations, I also designed D91’s website to consolidate their work, previously scattered across blogs and YouTube, into one home.

A major challenge was organising nearly a hundred articles and media pieces in a logical way, which required multiple working sessions with the D91 research team.

I also reworked D91’s logo to make it multilingual. The website used a mix of illustrations and photographs, with the hero image shot during a field visit to Kunigal in rural Karnataka.

Alongside illustrations, I also designed D91’s website to consolidate their work, previously scattered across blogs and YouTube, into one home.

A major challenge was organising nearly a hundred articles and media pieces in a logical way, which required multiple working sessions with the D91 research team.

I also reworked D91’s logo to make it multilingual. The website used a mix of illustrations and photographs, with the hero image shot during a field visit to Kunigal in rural Karnataka.

Sections of D91 Labs' website, with both desktop and mobile versions.
Sections of D91 Labs' website, with both desktop and mobile versions.
Sections of D91 Labs' website, with both desktop and mobile versions.

I designed the first set of illustrations for a project called Future of Data Sharing, which was a research foray into defining design ethics for potential digital product solutions that might be built on top of the Account Aggregator tech stack.

After working on some early explorations and a few rounds of discussion, we settled on a style that we felt looked attractive and captured the stories we wanted to tell. These illustrations were used across blog posts, a digital report, pitch decks, and a website.

I created the first set of illustrations for Future of Data Sharing, a research project exploring design ethics principles for potential digital products built on the Account Aggregator tech stack.

After several explorations and discussions, we arrived at a style that was both visually appealing and effective in conveying the stories we wanted to tell. These illustrations were later used across blog posts, a digital report, pitch decks, and the project website.

I created the first set of illustrations for Future of Data Sharing, a research project exploring design ethics principles for potential digital products built on the Account Aggregator tech stack.

After several explorations and discussions, we arrived at a style that was both visually appealing and effective in conveying the stories we wanted to tell. These illustrations were later used across blog posts, a digital report, pitch decks, and the project website.

D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".
D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".
D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".
In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".

We continued to use this style for a while and further refine it.

We continued using this style for a while and further refined it.

We continued using this style for a while and further refined it.

Set of colours - green, yellow, brown, light blue, dark blue, red, grey, purple, indigo, and pink.
Set of colours - green, yellow, brown, light blue, dark blue, red, grey, purple, indigo, and pink.
Set of colours - green, yellow, brown, light blue, dark blue, red, grey, purple, indigo, and pink.

Over time, I noticed that our colour palette was a bit dull and lacked enough colours to do justice to more complex illustrations, and there was consensus on this.

I worked with the design team to figure out how to expand our palette and we finalised on using a family of bold colours inspired by India’s diversity and tropical climate.

As the work evolved, I realised our colour palette felt too limited and muted to support more complex illustrations, and there was consensus on this.

To address this, I collaborated with the design team to expand the palette, ultimately drawing inspiration from India’s diversity and tropical climate to create a vibrant family of bold colors.

As the work evolved, I realised our colour palette felt too limited and muted to support more complex illustrations, and there was consensus on this.

To address this, I collaborated with the design team to expand the palette, ultimately drawing inspiration from India’s diversity and tropical climate to create a vibrant family of bold colors.

Vibrant colored illustration of an Indian auto rickshaw driver using his mobile phone.
Vibrant colored illustration of an Indian auto rickshaw driver using his mobile phone.
Vibrant colored illustration of an Indian auto rickshaw driver using his mobile phone.
Blue coloured illustration of an old man and young woman, sitting on chairs, looking at a mobile phone. In the backdrop is a house.
Blue coloured illustration of an old man and young woman, sitting on chairs, looking at a mobile phone. In the backdrop is a house.
Blue coloured illustration of an old man and young woman, sitting on chairs, looking at a mobile phone. In the backdrop is a house.
Vibrant illustration of two Indian women stacking "papads" for sale, and a pair of hands rolling out dough with a rolling pin. On the side, is depicted another scene of a pair of hands placing rolled up bank notes inside a steel jar of rice.
Vibrant illustration of two Indian women stacking "papads" for sale, and a pair of hands rolling out dough with a rolling pin. On the side, is depicted another scene of a pair of hands placing rolled up bank notes inside a steel jar of rice.
Vibrant illustration of two Indian women stacking "papads" for sale, and a pair of hands rolling out dough with a rolling pin. On the side, is depicted another scene of a pair of hands placing rolled up bank notes inside a steel jar of rice.
Brown coloured illustration of a man with a measuring tape hanging around his shoulders. There is a rack of clothes next to him.
Brown coloured illustration of a man with a measuring tape hanging around his shoulders. There is a rack of clothes next to him.
Brown coloured illustration of a man with a measuring tape hanging around his shoulders. There is a rack of clothes next to him.
Yellow coloured illustration of a woman in traditional Indian clothes and jewellery, standing at a bank counter. She is accepting a bank passbook from an outstretched arm.
Yellow coloured illustration of a woman in traditional Indian clothes and jewellery, standing at a bank counter. She is accepting a bank passbook from an outstretched arm.
Yellow coloured illustration of a woman in traditional Indian clothes and jewellery, standing at a bank counter. She is accepting a bank passbook from an outstretched arm.
Blue coloured illustration of a truck/lorry with driver inside, at a petrol pump. Also seen is a man holding a petrol gun.
Blue coloured illustration of a truck/lorry with driver inside, at a petrol pump. Also seen is a man holding a petrol gun.
Blue coloured illustration of a truck/lorry with driver inside, at a petrol pump. Also seen is a man holding a petrol gun.
Illustration of a man looking at a mobile phone and woman using a laptop. Both are smiling and happy, here indicating that they've purchased something they wanted.
Illustration of a man looking at a mobile phone and woman using a laptop. Both are smiling and happy, here indicating that they've purchased something they wanted.
Illustration of a man looking at a mobile phone and woman using a laptop. Both are smiling and happy, here indicating that they've purchased something they wanted.
Social security card, mobile phone and fingerprint scanner on a table. A hand is pressing a thumb to the scanner, and the the words "Identity Confirmed" are seen. Another hand is filling a form on the phone.
Social security card, mobile phone and fingerprint scanner on a table. A hand is pressing a thumb to the scanner, and the the words "Identity Confirmed" are seen. Another hand is filling a form on the phone.
Social security card, mobile phone and fingerprint scanner on a table. A hand is pressing a thumb to the scanner, and the the words "Identity Confirmed" are seen. Another hand is filling a form on the phone.
A man in a shop is pouring tea from a pump pot into a paper cup, while a smiling man is waiting with arms crossed. A QR code standee is seen, as are jars of biscuits and snacks. There are buildings in the backdrop.
A man in a shop is pouring tea from a pump pot into a paper cup, while a smiling man is waiting with arms crossed. A QR code standee is seen, as are jars of biscuits and snacks. There are buildings in the backdrop.
A man in a shop is pouring tea from a pump pot into a paper cup, while a smiling man is waiting with arms crossed. A QR code standee is seen, as are jars of biscuits and snacks. There are buildings in the backdrop.

These are a few of the many icons that were designed to help define section breaks in blog posts, for use in infographics, reports etc.

These are some of the many micro illustrations that were designed to define section breaks in blog posts, for use in infographics, reports etc.

These are some of the many micro illustrations that were designed to define section breaks in blog posts, for use in infographics, reports etc.

A collection of 12 icons: a house, pair of eyes, button phone, bank notes, factory building, and more.
A collection of 12 icons: a house, pair of eyes, button phone, bank notes, factory building, and more.
A collection of 12 icons: a house, pair of eyes, button phone, bank notes, factory building, and more.

Updated in Dec 2024

Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, and a man in a purple t-shirt waving.
Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, and a man in a purple t-shirt waving.

Updated in Dec 2024

Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, and a man in a purple t-shirt waving.
Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, and a man in a purple t-shirt waving.

Defining D91 Labs illustration identity

D91 Labs, Setu’s research arm, conducts primary and secondary research on Indian fintech and shares insights through blogs and other media. Their vision is to help entrepreneurs build better solutions by informing fintech decision-making.

This project focused on developing D91 Labs’ visual identity, particularly its illustration style. Since much of their research centers on last-mile users, human characters were central to the narrative. I paid close attention to details like body language, attire, and surrounding environments to bring authenticity to these depictions.

The goal was for each illustration to evoke a feeling of familiarity in readers, prompting them to think, “I’ve been here” or “I know someone like this,” and thereby strengthen their connection to the stories being told.

In a dark blue scene, an old woman shopkeeper counts money behind a counter. Sanitizer, weighing scale, and a QR code standee are also present.
In a dark blue scene, an old woman shopkeeper counts money behind a counter. Sanitizer, weighing scale, and a QR code standee are also present.

I created the first set of illustrations for Future of Data Sharing, a research project exploring design ethics principles for potential digital products built on the Account Aggregator tech stack.

After several explorations and discussions, we arrived at a style that was both visually appealing and effective in conveying the stories we wanted to tell. These illustrations were later used across blog posts, a digital report, pitch decks, and the project website.

  • In a blue scene, a father holds his young son's hand, who points towards a billboard that says "Invest in Education today". In the backdrop is a bus stop, and buildings.
  • In an orange scene, a call center employee speaks into a headset microphone, while working at a computer. In the backdrop are more computers and a man.
  • In a blue scene, a bank employee explains a paper form to a man, who is listening attentively.
  • In an orange scene, a man holding a mobile phone is looking at a poster on a wall which says "Home Loans". In the backdrop are a tea shop, and a sleeping dog.
  • In a blue scene, two hands wearing gold bangles are using a mobile phone. In the backdrop is an infant playing with a toy.
  • In an orange scene, a safe, keys, a bank passbook, insurance papers, and a glass of tea are kept on a table.
Five people looking upwards, holding mobile phones.
Five people looking upwards, holding mobile phones.
An illustrated booklet, with the title "6 Design Principles of Data Sharing".
An illustrated booklet, with the title "6 Design Principles of Data Sharing".

We continued using this style for a while and further refined it.

In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".
D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".
In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green scene, four women and a man are on a terrace, discussing financial matters. The man is looking at a social security card. A laptop, card swipe machine, and backpack are present. The background is full of houses.
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".
In a green GIF, a woman is working at a computer, creating a website. On the side, is depicted another scene where she is taking a cheque from a man, with a young girl. The table beside her has the sign "Pay fees here".
D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".
D91 Labs' green poster with a lock and closed shutters, saying "applications are closed".

We continued using this style for a while and further refined it.

As the work evolved, I realised our colour palette felt too limited and muted to support more complex illustrations, and there was consensus on this.

To address this, I collaborated with the design team to expand the palette, ultimately drawing inspiration from India’s diversity and tropical climate to create a vibrant family of bold colors.

Set of colours - green, yellow, brown, light blue, dark blue, red, grey, purple, indigo, and pink.
Vibrant colored illustration of an Indian auto rickshaw driver using his mobile phone.
Vibrant colored illustration of an Indian auto rickshaw driver using his mobile phone.
Blue coloured illustration of an old man and young woman, sitting on chairs, looking at a mobile phone. In the backdrop is a house.
Blue coloured illustration of an old man and young woman, sitting on chairs, looking at a mobile phone. In the backdrop is a house.
Vibrant illustration of two Indian women stacking "papads" for sale, and a pair of hands rolling out dough with a rolling pin. On the side, is depicted another scene of a pair of hands placing rolled up bank notes inside a steel jar of rice.
Vibrant illustration of two Indian women stacking "papads" for sale, and a pair of hands rolling out dough with a rolling pin. On the side, is depicted another scene of a pair of hands placing rolled up bank notes inside a steel jar of rice.
Brown coloured illustration of a man with a measuring tape hanging around his shoulders. There is a rack of clothes next to him.
Brown coloured illustration of a man with a measuring tape hanging around his shoulders. There is a rack of clothes next to him.
Yellow coloured illustration of a woman in traditional Indian clothes and jewellery, standing at a bank counter. She is accepting a bank passbook from an outstretched arm.
Yellow coloured illustration of a woman in traditional Indian clothes and jewellery, standing at a bank counter. She is accepting a bank passbook from an outstretched arm.
Blue coloured illustration of a truck/lorry with driver inside, at a petrol pump. Also seen is a man holding a petrol gun.
Blue coloured illustration of a truck/lorry with driver inside, at a petrol pump. Also seen is a man holding a petrol gun.
Illustration of a man looking at a mobile phone and woman using a laptop. Both are smiling and happy, here indicating that they've purchased something they wanted.
Illustration of a man looking at a mobile phone and woman using a laptop. Both are smiling and happy, here indicating that they've purchased something they wanted.
Social security card, mobile phone and fingerprint scanner on a table. A hand is pressing a thumb to the scanner, and the the words "Identity Confirmed" are seen. Another hand is filling a form on the phone.
Social security card, mobile phone and fingerprint scanner on a table. A hand is pressing a thumb to the scanner, and the the words "Identity Confirmed" are seen. Another hand is filling a form on the phone.
A man in a shop is pouring tea from a pump pot into a paper cup, while a smiling man is waiting with arms crossed. A QR code standee is seen, as are jars of biscuits and snacks. There are buildings in the backdrop.
A man in a shop is pouring tea from a pump pot into a paper cup, while a smiling man is waiting with arms crossed. A QR code standee is seen, as are jars of biscuits and snacks. There are buildings in the backdrop.

These are some of the many micro illustrations that were designed to define section breaks in blog posts, for use in infographics, reports etc.

These are some of the many micro illustrations that were designed to define section breaks in blog posts, for use in infographics, reports etc.

A collection of 12 icons: a house, pair of eyes, button phone, bank notes, factory building, and more.
A collection of 12 icons: a house, pair of eyes, button phone, bank notes, factory building, and more.

Designing the website

Alongside illustrations, I also designed D91’s website to consolidate their work, previously scattered across blogs and YouTube, into one home.
A major challenge was organising nearly a hundred articles and media pieces in a logical way, which required multiple working sessions with the D91 research team.

I also reworked D91’s logo to make it multilingual. The website used a mix of illustrations and photographs, with the hero image shot during a field visit to Kunigal in rural Karnataka.

Sections of D91 Labs' website, with both desktop and mobile versions.
Sections of D91 Labs' website, with both desktop and mobile versions.

Updated in Dec 2024

Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, a man in a purple t-shirt waving, a man taking a selfie, and a woman writing in a book.
Illustrations of people - a family of a man, woman and young girl, a young man in a yellow shirt looking at the sky, a man in a purple t-shirt waving, a man taking a selfie, and a woman writing in a book.

Updated in Dec 2024