About
Hi, I am Tathagata, a product designer building the systems behind work that has to scale.
I design the rendering systems behind adidas Europe’s campaign output at Brandtech: feed-driven and rule-based, built to hold art direction intact across 22 markets while teams work independently. Communication design on a computer science base, which is mostly why I end up building the system rather than only the layout.
Selected clients: adidas, HDFC Bank, Standard Chartered, Amazon Fashion, Amazon Fresh, Disney+ Hotstar, Tide, Polycab, Eureka Forbes / Aquaguard, Reliance Smart Bazaar.
22
EU markets served
300+
Creatives per campaign
1,000+
SKUs in the design feed
6 yrs
Design experience
Aug 2025 - Present
Senior Integrated Designer, Creative Systems
Brandtech+ / The Brandtech Group · adidas Europe · Mumbai
Feed-driven creative systems across 22 EU markets and 300+ assets a campaign.
Detail
- Designed feed-driven dynamic ad frameworks in Celtra CE integrating 1,000+ adidas product SKUs, mapping product attributes (colour, brand category) to dynamic background hex codes, copy variants and CTA logic.
- Partnered with Celtra developers to translate creative logic into rule-based rendering systems; tested edge cases on live feed data and refined fallback logic for consistent multi-market output.
- Built an AI-assisted asset normalisation workflow (background removal, Pencil Pro) to standardise product imagery pre-render, cutting manual prep time and lifting visual consistency.
- Contributed to Smartly.io template governance: conditional toggles and structured dynamic fields that balance localisation freedom with brand control.
- Own creative quality and campaign readiness against brand standards, platform specs and performance goals; support A/B testing and live optimisation, and mentor junior designers.
Sep 2024 - Jul 2025
Integrated Designer
Brandtech+ / The Brandtech Group · adidas Europe · Mumbai
Dynamic templates in Celtra CE and Smartly.io for feed-based deployment.
Detail
- Built and optimised dynamic templates in Celtra CE and Smartly.io for feed-based campaign deployment across EU markets.
- Delivered high-volume performance creative to tight cycles, contributing structured template logic and automation-ready frameworks; collaborated across time zones to streamline production workflows.
Jan 2023 - Aug 2024
Senior Visualizer
FCB Kinnect · Mumbai
Digital campaigns for Amazon, Tide, Disney+ Hotstar and Standard Chartered.
Detail
- Led digital campaign execution for Amazon Fashion, Amazon Fresh, Tide, Disney+ Hotstar and Standard Chartered as part of award-winning creative teams in a Cannes-recognised environment.
- Designed scalable visual systems adapted across digital touchpoints, and managed high-volume asset production under tight timelines.
- Held brand governance standards for regulated banking and finance clients, working daily with strategy, copy, account and media teams.
Jan 2020 - Dec 2022
Senior Graphic Designer
Pixilet Solutions · Kolkata
Identity and brand collateral for retainer clients across India.
Systems & rule design
Product & interaction
Visual craft
Ways of working
Product & systems
Celtra CE (templating, rule-based rendering) · Smartly.io (feed governance, conditional logic) · Feed-based rendering systems
Design
Figma (components, variables, libraries) · Photoshop · Illustrator · InDesign · After Effects
AI, where it holds
Pencil Pro · Background removal · Asset normalisation before render
Platforms
Meta · Google · Paid social & display · Web and CRM assets
Also
HTML/CSS literacy, enough to specify a build and judge what comes back, which is also how I know what a component handoff will cost.
Postgraduate
Advertising Design & Digital Communication · École Intuit Lab, Mumbai
Undergraduate
B.Tech, Computer Science Engineering · Techno India University, Kolkata
Profiles