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Brand Name

Gruft - goth subculture

explored a darker, underground visual identity inspired by internet subcultures, gaming aesthetics, and experimental streetwear

  • transformed fashion from passive browsing to interactive experience
     

  • combined game design, ar, and behavioral triggers
     

  • increased user engagement through participation and progression
     

  • converted interaction into measurable sales and retention

game design

  • designed a shopping experience as a game, not a catalog
     

  • users interact through avatars and digital environments
     

  • implemented progression systems (unlockables, levels, rewards)
     

  • created feedback loops to keep users engaged longer
     

  • increased time spent before purchase, improving intent

neuromarketing

  • applied behavioral triggers to guide user decisions

  • structured flows based on attention and interaction patterns

  • used visual cues and pacing to control focus

  • experimented with eye tracking and heart-rate responses

  • optimized experiences based on emotional and cognitive feedback

Augmented Reality &
User-Generated Content

  • introduced ar try-ons and interactive filters

  • allowed users to experience products digitally before buying

  • encouraged user participation and sharing

  • turned users into content creators for the brand

  • scaled reach through ugc-driven distribution loops

creative direction & photography

  • developed a distinct visual language combining underground culture and streetwear aesthetics

  • used biker imagery and motion to convey energy, rebellion, and real-world context

  • explored red and black tones to establish a strong, recognizable identity

  • focused on portrait-led storytelling to define character and attitude

  • built a cohesive system connecting product, identity, and environment

execution

  • developed a digital-first streetwear aesthetic

  • used 3D garments and immersive environments

  • integrated internet culture and gaming cues

  • maintained a cohesive visual identity across experiences

  • positioned fashion as an interactive experience, not just a product

impact

  • generated ₹12L+ in sales through content and ads

  • increased engagement and session time via gameplay mechanics

  • improved purchase intent through AR interaction

  • built a community-driven content and distribution system

  • converted interaction into measurable revenue

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