In-house design work for Fynd's supply chain platform, spanning transport management system (TMS), warehouse management system (WMS), and order management system (OMS) across a full year.
The project moves through four connected pieces: an experimental LinkedIn creative campaign — where a customer-led message and visual restraint clearly outperformed feature-heavy variants; a set of industry solution cards showing how one system adapts across six verticals, from grocery's expiry logic to pharma's compliance; concept visuals that make abstract capabilities like real-time inventory and warehouse monitoring tangible; and a storyboard for a milestone marking 1 lakh deliveries.
The throughline across all of it: taking a dense, technical, often unglamorous product and making it clear, modern, and worth paying attention to — while holding everything to one consistent visual system.
Supply chain software is complex, technical, and rarely designed with care. Here's how I made it clear, modern, and easy to engage with, across web and marketing.
Fynd TMS — LinkedIn Creative Testing Campaign
An experimental LinkedIn campaign for Fynd WMS, built to answer a practical question: what kind of creative actually works for a B2B supply chain product?
Rather than committing to a single look, I designed a set of creative variations and ran them as a test — letting performance, not preference, decide what led. The idea was to learn what made a logistics audience stop and pay attention, then double down on it.
The results separated quickly. The top-performing creatives pulled in roughly 70% more impressions than the rest of the set. A clear enough gap to treat as signal, not noise, and a direction worth building future creative around.
What separated the winners -
With all six creatives running against each other, the two that led shared a clear pattern the others didn't.
They led with the customer, not the product. "Tired of high delivery costs and delays?" and "Enable Quick Commerce — deliver locally within minutes" both speak to what the buyer wants or fears. The lower performers led with the product itself — "Automate Your Delivery Operations with Fynd TMS," "One TMS for First, Mid & Last Mile" — naming features before need.
They were also visually cleaner. The winners carried one headline, one supporting line, and a single strong focal point — a clear image or high-contrast type on black. The others packed in busier photography and more text, which competes for attention and loses legibility at feed size.
The takeaway:
On a B2B feed, a customer-led message with visual restraint outperformed a product-led message with more detail. Say one thing, make it about the buyer, and give it room to breathe.
The same campaign, with some tweaks, ran in the Middle East, with creatives translated and adapted into Arabic for a regional audience.
A two-part social media carousel post on solving last-mile delivery at the address level — from the messy reality of one pin code to smart, SLA-friendly routing.
A three-part creatives set for Fynd WMS. Carrying warehouse operations across the full cycle: one source of truth for inventory, simplified inbound and outbound, and flexible integrations with automated returns.
The platform also had to prove itself across industries. This set of solution cards shows how Fynd flexes across six verticals — fashion, grocery, electronics, furniture, pharma, and B2B distribution. Each speaking to the specific pains of its sector.
To make the platform's capabilities tangible, I designed a set of concept visuals that show the system in action. Turning features like real-time inventory and warehouse monitoring into something you can visually understand
A storyboard for a milestone campaign marking 1 lakh deliveries through Fynd TMS, visualising the concept as a count climbing from zero while boxes load into the truck, closing on the milestone number and the line "Driven by Trust."
Every piece here came back to the same idea: making a complex system feel clear, trusted, and worth paying attention to.
