^{At Kulfi Collective, we are a diverse team of storytellers, technologists, and cultural enthusiasts who believe in the power of content to shape minds and inspire change. We are on a mission to create original and branded content that resonates with Gen Y and Gen Z audiences, merging authentic narratives with cutting-edge digital experiences.}

Associate Creative Director, Design

Reporting to   Executive Creative Director
Type   Full-Time
Location   Worli, Mumbai (Hybrid)

THE KIND OF WORK YOU'LL SHAPE

Some days it's a campaign key visual. Other days it's packaging or merch, a social series, an event experience, or something nobody's designed for yet. The medium keeps changing. The ask doesn't: take an idea and give it a shape people remember.
You'll work across brands at very different stages, some with tightly-guarded global systems already in place, some where the visual language is still being written. Both are part of the job.

ROLE

This role isn't about designing what you're told. It's about shaping what gets designed in the first place.
You'll bring sharp visual thinking to concepts as they're being built, get fluent fast in whatever brand you're on (guidelines already locked globally, or ones we're still defining), and figure out if a brief needs campaign thinking, social thinking, branding, or packaging and merch, sometimes all four.
This is a thinker-and-doer role. You'll come up with the idea and get hands-on to make it real.

WHAT YOU'LL DRIVE

• Turn ideas into visual concepts across campaign, social, branding and packaging/merch, whatever the brief calls for
• Get fluent in each brand's world fast: its guidelines, its references, its audience, whether that system is already locked globally or you're defining it here
• Direct  animated films/series or lead the design direction for shorter assets such as 10-second CTAs/ bumpers etc
• Bring a sharp point of view on trends, tools and visual culture, and use it to push the work further
• Brief/supervise freelancers or outside collaborators when a project genuinely needs more hands
• Fold emerging AI tools into your own process
• Present ideas clearly enough to build consensus, with clients and internally
• Work independently across multiple live projects at once, without close direction

WHAT MAKES THIS ROLE DIFFERENT

• You shape the idea, not just the execution
• You'll work across formats and mediums, not one lane
• You bring the thinking and the making. This role rewards both equally

WHO YOU ARE

• 4 to 6 years of experience (less if your portfolio makes the case)
• Comes from a brand and campaign design background, the traditional art direction world.
• Not a one-style designer within that world. You move between campaign, social, branding and packaging/merch thinking depending on what's needed
• A strong eye for different design styles and movements, brutalism, baroque, minimalism, mixed media, neo-pop, and a read on what's currently trending, and why
• A thinker and a doer. Equally comfortable coming up with the idea and getting hands-on to execute it yourself
• Strong in Photoshop and Illustrator
• Already curious about, and using, AI tools in your process
• Can present and defend ideas clearly enough to build consensus
• Can work autonomously across multiple projects, without hand-holding

BEFORE YOU APPLY
It's a good fit if:

• You can defend your ideas, not just show them
• Your background is in brand or campaign design, classic art direction.
• You've worked across more than one format or medium, and enjoyed the range
• You already use AI tools as part of how you work, not as an afterthought