Visual Communications Lead (AVP)
· Mumbai
· Reports to Head of Brand The mandate Our client is a large, listed Indian building materials company with a multi-decade brand, a national dealer and retail footprint, and manufacturing in Gujarat. The Company is rebuilding its visual identity from the ground up, at the same time as it adds a premium range, larger experience centres and a franchise retail format. This role will create that identity and then make it the only one in use, across catalogues, stores, packaging, digital and social. When it is done well, the brand looks considered and current at every touchpoint, and most of the visual output is produced in-house to a standard set by this role. What you will own Current visual identity
• Create a new visual identity system from first principles: typography, colour, grid, photography and image direction, material rendering, iconography and motion, in the first 6–9 months [confirm: timeline].
• Personally design it. This role develops the identity at the desk, with agencies or specialists brought in only where needed, under your direction.
• Write the guidelines, templates and asset libraries that let internal teams, agencies and franchisees produce on-brand work without routing every piece through you.
• Retire the old system across every touchpoint, in a planned order. Retail and experience centres
• Extend the identity into physical space: signage, display systems, material labelling, wayfinding and visual merchandising for the flagship store, the experience centres and the franchise stores.
• Write a store visual standards manual that a franchisee can follow, then audit stores against it. In-house content engine
• Build an in-house production capability for product photography, AI-assisted renders and imagery, short-form video and social content at volume, held to the new identity’s standard




• Brief and manage photographers, agencies and freelancers where outside work is still the better choice. What you bring Must have
• 10+ years in brand design, visual communication or graphic design, with at least 4 years leading a design team.
• Has personally created at least one complete brand identity system from scratch (not a refresh) and seen it through to roll-out. The portfolio must show the system and its applications.
• Has delivered retail environment graphics (signage, display, visual merchandising) for a multi-location retail or franchise network.
• Expert, current, hands-on command of Adobe Creative Suite and Figma.
• Has set up or run in-house content production (shoots, edits, social) at a consistent monthly volume. Strongly preferred
• Identity work in a premium or design-led category: building materials, interiors, furniture, lighting, fashion, hospitality.
• Typography and type-system depth, including working with or commissioning custom type.
• Working use of AI image and video tools in production.
• Catalogue and print production experience, including press checks and colour management. What we look for beyond the CV
• You make the work yourself. A portfolio full of “led” and “oversaw” with no work of your own will not move forward.
• You can present an identity to senior leadership, take sharp criticism, and come back with something better, not something safer.
• You are comfortable with a demanding principal who keeps creative direction and expects execution to be owned in full.
• You are willing to be on the shop floor: in stores, at shoots, at the press. Reporting and structure Reports to the Head of Brand. Leads the in-house design and content team. Works closely with retail and franchise operations, the product and collections team, digital/marketing, sales, and external agencies. Compensation
• Commensurate with experience.

📌 Visual Communications Lead (Mumbai)
🏢 Love Pangolin
📍 Mumbai