Plate 00 · Proof sheet
Design came first, and it never left.
Before engineering was the job, freelance design delivery was: Photoshop and Illustrator work for real clients on real deadlines. That craft was never replaced by the code. It moved into Figma, then into brand systems, then into generative pipelines, and it still decides how every interface I ship looks.
This page is the design work on its own terms. Marks, campaigns, generative pipelines, and 31 brand systems written directly in code.
- First discipline
- Freelance design delivery, before engineering was the job
- Hands-on in
- Photoshop · Illustrator · Figma
- Still running
- Brand systems, generative pipelines, product interfaces
Plate 01 · The chain
One craft, five materials.
The tools moved from Illustrator and Photoshop to Figma as the work moved from marks to products, and from Figma to generative models and code as the work moved again. The judgement did not change.
Marks
Illustrator · PhotoshopELO's own mark, Dairyland Bangladesh, East Bengal Closet. A logo gets one look, with no interaction to explain the idea and no second screen to recover on.
Proof: Logo & Identity DesignCampaign
Photoshop · Illustrator · FigmaTwo years as design lead for Zass Organic through COVID: the brand language, and the social, print and marketing content built on top of it.
Proof: Zass OrganicProduct
Figma · Design systemsThe monochrome discipline on EKAGRA's clinical dashboards, the Figma-first blueprinting on Anygum, the typographic restraint on this site.
Proof: EKAGRA HealthGenerative
Nanobanana · SeedreamA visual prototyping pipeline for Haiba that produced plate layouts as direct blueprints for the chef, before the kitchen was running.
Proof: Haiba BistronomyCode
React · CSS · SVGBrand systems authored directly as components and stylesheets, one per company, each with its own palette, type, motifs and section grammar.
Plate 02 · Marks
A mark gets one look.
Adobe Illustrator · Adobe Photoshop · Figma
Some of the marks in ELO's portfolio are mine, including ELO's own. Dairyland Bangladesh, a dairy brand whose promise is that nothing was done to the milk, and East Bengal Closet, a fashion label that needed to look established from day one, are the two I point at most.
A product interface gets to unfold. You can teach the user, stage the information, recover from a bad first impression. A logo has to carry the category, the price point and the promise at once, and survive being stamped on a signboard, a package and a phone screen.
That constraint is a good teacher. It is where you learn that restraint reads as confidence, and that a mark which needs explaining has already failed.
Plate 03 · Campaign
Two years as the design lead.
Design lead (via ELO) · ~2 years · COVID period
Dhaka, Bangladesh
Zass Organic sources and delivers vegetables on data, which is an unusual amount of rigour for a produce business and a genuinely hard thing to communicate to a customer during a pandemic.
Zass needed people to trust a delivery service with their food, which is a design and communication problem before it is an engineering one: pricing that reads as fair, campaigns that explain a payment method, collateral that makes a young brand look like it will still be there next month.
For two years that was the whole remit, produced directly rather than art-directed at a distance: the brand's visual language and every piece of marketing content built on top of it.
Plate 04 · Generative
The photography never happened.
Nanobanana · Seedream
Traditional restaurant launches burn thousands on kitchen R&D and commercial photographers. Haiba skipped both by running a visual prototyping pipeline on custom Nanobanana and Seedream models, generating plate layouts as direct blueprints for the chef.
The recipes were designed through AI-assisted research and culinary study, taught to the head chef in person, then refined with local Bangladeshi ingredients until the plates matched the prototypes.
The approach saved over $10,000 in commercial photography and videography, produced zero physical R&D food waste, and gave the brand a consistent visual presence before the kitchen was running.
Plate 05 · Brand systems in code
31 brands, 31 systems.
Every brand I build a page for gets it in that brand's own visual language: palette, type, motifs, and the section grammar they actually use. Not one template with the colours swapped. Six are below, each a live page you can open and read.
Scroll to pan
Most of the other 25 are on the applications index.
Plate 06 · The toolkit
What the hands actually run.
The list below is the same one the rest of this site reads from, so it moves when the practice moves rather than when a portfolio gets refreshed.
ELO design portfolio
PDF · the pre-code identity and print work, as it was delivered to clients
More plates in production
Further identity, campaign and print work is being prepared for this page. The plates above are the ones cleared to publish.
Plate 07 · Sign-off
Bring me the brief no one has drawn yet.
Brand from nothing, a campaign that has to run next week, an interface that needs to look considered rather than assembled, or a generative pipeline standing in for a photo shoot. I do the design and I ship the code that carries it.