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Art Director/Creative Head

Rita Ashra

Mumbai, India
swagatamtoursmumbai.com
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  • About
  • About

    To make visually appealing screens so as to entice the user to try out different functions is an ordeal in itself, and to keep the user involved for a couple of hours on the same screen is an art again. It takes a powerful combination of visual hierarchy and intelligence to lead the user through the information or content that is available to him and presented in such a way that it is easily absorbed and remembered when required to navigate through the rest of the screens.

    For me designing is a passion, whether interaction design or just visual impact. The main idea is to keep the screens simple, allowing the user to get to the product, in minimal clicks and exit with a satisfaction.

  • Education
    • G.D. Art.
      Mumbai University
    • Drawing Skills, Typography, Photography, Printing Technology
      Course Content
    • Diploma Graphic Design in Applied Art
      L.S. Raheja School of Art and Architecture
      1985 - 1990
    • Year 1984 to
      Course Duration
      1989
  • Experience
    • Creative Head
      E-merging Medias
      Mumbai, India
      Dec 2012 - Present (10 years 1 month)
      • Lead, manage and mentor the UI design team to support new and iterative features from concept through to successful execution and revision in a live product
      • Rapidly develop high level and/or detailed, mock-ups, wireframes, flow charts and prototypes to effectively communicate interaction and design ideas
      • Lead, Mentor, Manage and guide a team of 15-20 core designers.
      • Manage multiple deliverables with minimum guidance and without compromising quality.
      • Document design for implementation by artists and/or engineers
      • Create final art UI elements based on existing style guide to the expected quality bar
      • Provide creative feedback and art directions to designers.
    • General Manager (Design)
      Zapak.com
      Mumbai, India
      May 2006 - Jul 2012 (6 years 2 months)
      Worked closely with a team of designers and developers.
      Reported project developments to upper management and posted them before staff members with delivery
      Always worked closely with clients from a project's conception to its completion.
      1) (A Anil Dhirubai Ambani Group ) General Manager (Design)
      Job Profile: Looking after all creative's for all departments, Creative Direction, Conceptualization, Team Mentoring, Project Reviewing, Client co-ordination. My workplace, Zapak.com is an energetic place to be, youthful and vibrant and its good fun to be in its creative space, because all youth brands want to be linked to it, meaning design wise, we have to be extra innovative to reach out to hyper active gamers. Graphically challenging and creatively satisfying, that sort of sums up my appetite for the day. www.zapak.com Year 2009-2011 Creative inputs for Pepsi-Change the game website, Wap site, and FB site. Creative direction for all of major properties like WGD website and creatives, India Gaming Championship Creatives,
      Paddlepop website, PPGL (2010), Mountain Dew, Anupama Chopra website, Garnier kids, ICICI website, BKB website, Axe innovations and website.
      www.pepsichangethegame.com
      www.vinodchopra.com
      www.paddlepop.in

      Year 2006-2008 Creative inputs and structuring for the website Zapak.com, formed the entire design team, and supported all departments from activation, sales, marketing, gameplexes.
    • Media Manager
      Learnet India (An IL&FS Group of companies):
      Mumbai, India
      Jan 2005 - May 2006 (1 year 4 months)
      Designation: Media Manager

      Job Profile: Project Management, Creative Direction, Conceptualization, Team Mentoring, Project Reviewing

      Project 1 : Department of Personal and Training (Indian Government)

      Objectives : To create a CBT based CD Rom E-Learning Courseware for the new employees of Government of India, based on 10 different Topics like Personal Development, Protection and promotion of Human rights, Office Procedures and so on.
      Handled the entire production (interfacing with Instructional designers, UI design, illustrations and assets and integration), CD surface and cover design till the finished product including documentation of the project plan with dates. We got a very good feedback from them.

      Project 2 : www.learnetindia.com

      Objectives : To create a website for Learnet India, updating it with the latest changes within company and projecting them as one of the prominent E-learning companies with higher end skills and capabilities in Mumbai. Highlighting their esteemed clients, showcasing their e-learning projects from K-10 to higher education and corporate training. Conceptualized and executed the whole website.
    • Art Director/Creative Head
      Webresource India
      Mumbai, India
      Aug 1998 - Oct 2004 (6 years 2 months)
      Designation: Manager: Design & Production

      Job Profile: Project Management, Creative Direction, Conceptualization, Team Mentoring, Project Reviewing

      Project 1 : www.setindia.com

      Objectives : To create a e-community website for Sony Entertainment Television company-India, specially for their viewers, where they can chat, download wallpapers, screensavers,vote and check their favourite serials timings, ratings, actors and send sms greetings. I have been designing their website for the last 4 years.

      Project 2 : www.xscad.com

      Objectives : To develop a website for XSCAD limited, UK. They provide specialist computer aided design (CAD) services to the building services, architectural, construction and engineering sectors across the UK.
      As well as CAD draughting and 3D CAD modelling we also provide a range of other CAD services to support the building sector including CAD software sales, web-based technical support and CAD training.
  • Awards

    • Silver and Gold Advertising Club Awards for best website and best integrated campaign ARG (3 idiots)-2009

    • Silver and Bronze : FICCI BAF for best corporate Branding Zapak-2009

    • Silver and Bronze: IDMA for Paddle Pop website and Axe innovative solutions-2010

    • Gold, Silver and Bronze- Campaign India DMA for best website BKB, integrated campaign Pepsi and Mahindra game-2011

  • Affiliations

    IXDA member

  • Skills
    • Art Direction
    • Interaction Design
    • Web Design
  • Elsewhere on the Web
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  • On Coroflot
    @reetaamin, member since 2010
    • Following 1
    • Followers 6
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