Pradeep Mahadeshwar

pradeepmahadeshwar1@gmail.com | www.pradeepmahadeshwar.com

www.linkedin.com/in/pradeepmahadeshwar

Profile

Senior Brand Designer with 10+ years of experience in visual arts and design, specializing in building cohesive brand identities and intuitive user experiences. Skilled in tools such as Adobe Creative Suite, Figma, and Miro. Renowned for pushing the boundaries of digital illustration, consistently exceeding expectations and delivering trend-setting content. Passionate about integrating storytelling and design strategy to address complex user challenges while aligning with business objectives.

Employment History 

Senior Art Director, Groupon,  January 2015 – December 2023

Brand Identity & Communication

• Led the evolution of Groupon’s brand identity, logo, typography, and colour systems (ADA-compliant).

• Authored tone and messaging guidelines for customers, merchants, and employees.

• Developed visual storytelling style and unified brand expression across global markets.

• Defined and articulated Groupon’s DEI brand philosophy.

Global Merchandising & UI Standards

• Created global merchandising and UI guidelines for multilingual marketing production.

• Standardised CTAs, urgency messaging, typography, and value propositions for localisation across 7 languages.

• Defined and maintained ADA-compliant colour/gradient systems for all business verticals (e.g., Travel, Goods).

Design Systems & Training

• Built year-long merchandising templates and trained design teams in Warsaw, Australia, and Japan.

• Provided daily design QA to ensure global brand consistency.

Seasonal Campaigns & Strategy

• Led design and strategy for major seasonal campaigns (e.g., Christmas, Valentine’s Day, etc.) in North America and EMEA markets.

• Drove campaign research, creative direction, localisation, and A/B testing across platforms.

Ensured brand consistency and UX optimisation across all digital touchpoints.

Freelance Designer and Illustrator, 2021 – Till date

As the Art Director spearheading Sexual Health Campaigns for MPower, HSE (Health Service Executive), and HIV Ireland, I have been at the forefront of creating visually compelling, informative, and impactful campaigns that aim to destigmatize, educate, and raise awareness on crucial sexual health issues. My role encompasses a harmonious blend of illustration, powerful storytelling, and strategic communication across both traditional print media and dynamic online campaigns.

Key Responsibilities and Achievements:

Illustration Integration:

• Championed the use of illustrations as a powerful tool to convey sensitive information, fostering engagement and enhancing the accessibility of sexual health messages.

• Collaborated with skilled illustrators to create visually striking and inclusive representations that resonate with diverse demographics.

Powerful Storytelling:

• Led the development of campaigns with a strong emphasis on powerful storytelling, incorporating narratives that humanize and destigmatize sexual health topics.

• Worked closely with copywriters and content creators to craft compelling narratives that resonated with the target audience, fostering empathy and understanding.

Print Media Design:

• Conceptualized, designed, and executed impactful print media materials, including booklets, posters, and leaflets, ensuring the integration of illustrations and compelling storytelling.

• Strived to make information easily digestible, visually appealing, and memorable to facilitate increased awareness and understanding.

Online Campaigns:

• Orchestrated online campaigns with a focus on digital storytelling, leveraging various platforms to disseminate information and engage diverse online communities.

• Collaborated with digital marketing teams to develop visually striking social media content, web banners, and interactive materials to maximize online impact.

Collaboration with Stakeholders:

• Worked closely with healthcare professionals, community organizations, and individuals with lived experiences to ensure authenticity and relevance in campaign messaging.

• Engaged in collaborative brainstorming sessions to gather diverse perspectives and insights, enriching the overall creative process.

Educational Material Development:

• Contributed to the creation of educational materials that were both visually appealing and educational, using illustrations and storytelling to simplify complex topics.

• Ensured alignment with evidence-based information and best practices in sexual health education.

Brand Consistency and Compliance:

• Maintained a consistent visual brand identity across all campaigns, adhering to established guidelines set by MPower, HSE, and HIV Ireland.

• Ensured that all materials complied with ethical standards, respecting the sensitivities of the subject matter.

Impact Measurement:

• Collaborated with evaluation teams to measure the impact of visual campaigns, utilizing feedback and data insights to refine and optimize future initiatives.

• Monitored the effectiveness of illustrations and storytelling elements in conveying key messages and achieving campaign objectives.

My tenure as Art Director for Sexual Health Campaigns has been characterized by a commitment to creativity, empathy, and social impact. By seamlessly integrating illustration and storytelling across print and online platforms, I have strived to make a positive contribution to sexual health awareness and education MPower, HSE, and HIV Ireland.

Visual Arts, Experimental Filmmaking, 2020 – Till date

Lead experimental films with Arts Council funding, showcasing LGBTQIA+ immigrant stories.

• Collaborate with artists to produce multidisciplinary films on migration and identity.

• Curate Ireland's first QPoC film festival, amplifying underrepresented queer voices.

• Exhibit films at top art festivals, enhancing discussions on intersectionality.

• Drive cultural visibility through international gallery showcases.

Education

• Professional Diploma in UX Design, UX Design Institute, 2024 -2025

• Master of Arts in Printmaking , Buckinghamshire New University, High Wycombe, UK. 

2011-2012.

• Printing Technologist, Diploma, Government Institute of Printing Technology, 

Mumbai, India. 1991-1994.

Software Expertise

• Adobe Creative Suite  (Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe After Effects)

• HTML, CSS professional level.

References

Available on request.