Holding The Whole

Before thinking about how something looks, I’m thinking about how it works, who it’s for, and what it’s trying to do in the world. My process is grounded in a simple set of questions that guide every project: what, how, and why.

Purple heart-shaped object with a small yellow detail against a black background.

What needs to exist?

How should it feel and function?

And why does it matter?

I work with the full picture in mind.

balancing clarity with curiosity,

intention with experimentation,

and elegance with function.

Asking these questions helps connect the dots between strategy, structure, and expression.

The result is work that’s cohesive, adaptable, and built to resonate beyond the surface.

The words "SHAHTAJ" and "SHAHID" written in a stylized font with the former in white and the latter in olive green.

My background spans branding, UX design, creative strategy, illustration and fine art education. Across disciplines, I’m drawn to ideas that are thoughtful, human — the kind that invite people in, reward attention, and hold together as systems, inspiring solutions that are intentionally, a little off-center.