About
I design the system,
and the final artwork.
I’m Krushna Palwe, a senior visual designer in Pune, India. I lead brand and web at Datamotive, a B2B SaaS company in cloud migration and disaster recovery, and take on select freelance brand, website and design-system work, available for remote collaboration.
I studied English literature and taught myself design. I learned the craft in production: ten thousand curriculum graphics, client collateral across many different brand styles, thirty-three packs, a motion library behind ten campaign videos. Deadlines like that teach one lesson fast — the only way to scale quality is to design the system that produces it.
That instinct now runs from brand strategy to the code that ships it. I care about the parts people skip: contrast ratios, the words on a button, what a diagram’s line weight says about a company, and whether the thing still holds at 320 pixels.
Experience
Since 2019.
- 2025 —DatamotiveSenior Visual Designer / Creative StrategyPune
- 2023 — 25CITTA · Lexicon LifestyleSenior Graphic DesignerPune
- 2023AffinityXGraphic Designer · client work confidentialPune
- 2021 — 22DevsnestMedia Manager · MotionBangalore
- 2019 — 21iSequalTo Learning SystemsGraphic DesignerMumbai
Freelance
- BLANKSYBrand identity & Shopify storefront · 2026
- Collect PresentAmazon listing system · 2026
- Eatovito (bwp)Packaging & Amazon listing · 2024 — 25
- Greenleaf StudioBrand identity · 2022
- TreeCoin, Sweetone, Thinko TechIdentity, social and print · 2025
Education
BA English Literature (Hons), D.G. Ruparel College, University of Mumbai · 2017
Languages
English, Hindi, Marathi
Capabilities
One practice, brand to build.
- 01Brand systems
- Positioning, verbal identity, marks, product identities and the rules that keep them intact.
- 02Websites & interface
- SaaS websites, storefronts and interactive tools: IA, hierarchy, flows.
- 03Design systems
- Tokens, foundations and component rules that designers and developers share.
- 04Information design
- Diagram standards, infographics and product data people can read at a glance.
- 05Packaging & print
- Cartons, labels, dielines, gift boxes, collateral, retail displays and print-ready production.
- 06Campaign & marketplace
- Launch and offer creative, A+ content, social and video thumbnails in one brand voice.
- 07Motion
- Motion identities and reusable libraries built for many videos, not one.
- 08Frontend
- HTML, CSS and component builds in React, Astro and Shopify Liquid.
See how this becomes a project: services for B2B SaaS and technology teams
How I work
Four rules.
- 01
Brief before pixels.
A written brief — goal, audience, constraints, definition of done — so there is something to argue with. If the brief names the wrong problem, reframe before the first visual.
- 02
If a value appears twice, it’s a token.
Decisions become named values, defined once. The system answers “what shadow does this card get?” so no one has to answer it twenty times.
- 03
Design the template, not the asset.
When the output is volume — ads, diagrams, listings, posts — the thing worth designing is the thing that makes them.
- 04
Done means live.
Shipped, tested on real widths, checked for accessibility, with a way back. Not merged; observable.
On AI
AI compresses research, exploration and scaffolding. It doesn’t decide hierarchy, typography, language or what ships. I use it the way I use a template: to spend more time on the parts that need judgment.
- Design
- Figma, Illustrator, Photoshop, InDesign
- Motion
- After Effects, Premiere Pro, Audition
- Build
- HTML, CSS, React, Astro, Tailwind, Shopify Liquid, Sanity, Vercel, Git
- AI in the workflow
- Claude, Claude Code, Codex — for research, scaffolding and review
Colophon
Set in Mona Sans, one variable family used at three settings: wide and light for names, condensed and heavy for figures, regular for reading. Built on a twelve-column grid (press G to see it) with Astro, and hosted on Vercel. Notes are written in Sanity. No trackers.