LITTLE BROWN BOOK

My hand-painted showcase of south asian creativity

đź“Ť LONDON, UK

PROECT: INSTAGRAM BRAND

My friend Pav was creating a new platform to connect South Asian creatives in the advertising industry and wanted a brand to hold it all together. As a personal project, I really wanted to use this opportunity to bring together my favourite things, colour and paint.

CREATIVE DIRECTOR

Working closely with the founder, we crafted and curated a brand that celebrates the diversity of creativity and cultures within the South Asian diaspora. I took on this project with the freedom to be creative, building a visual world using my own hand spray-painted and scanned-in gradients.


My dream celebrating South Asian Creativity

We created a living, breathing Instagram page that blended the edginess of London through warped typography with the authenticity of someone who has lived and breathed colour, India, and growing up in Wembley. The result was a brand world people could feel proud to step into and use as a space to express themselves.

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Bringing authentic Indian inspired colour with London design chic

We aligned early on a creative direction that balanced modern London design with authentic, textured South Asian culture. Holi became a natural reference point, reimagining gradient design through a more cultural and human lens, contrasted with sharp typography and contemporary Instagram layouts to create a confident, expressive visual language.

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Hand-painted holi textures made by me

This part was fun but not easy. Alongside my digital work with gradients, I spent time spray painting by hand, choosing three colours to represent the diversity of the South Asian diaspora, testing different papers, and spending hours painting, experimenting, and refining textures until I captured a set that felt right.

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This resulted in some beautiful A4 pages that I could then scan into Figma and systemize into artboards that represented different parts of the brand.

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The most painful part

After the fun parts, the most painful stage was making the brand industry ready. This meant obsessing over craft, typography, and cohesion, questioning what felt right and what didn’t, until we found the sweet spot together. I shared this refinement process openly on Instagram and LinkedIn, and people connected with the honesty and authenticity behind the work.

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HIT ME UP FOR MORE 🤙🏽

This case study is written from my perspective focussing on design, its process, craft and outcomes. S1T2 has a full case study about the wider project from content to technology which you can read here. For Francisco’s design process stay right here.

@FRANCISCOLONDON

FREBELLO.DESIGN@GMAIL.COM