Sam and Mi
Children's Publishing House
Creative Direction, Editorial Development, Integrated Marketing, Publication, Design Research
Duration/Time: 2025 - Present
I work as a Creative Lead, driving the brand vision across content, design, and marketing while managing a cross-functional team of four. I lead the creative direction of each book from concept to execution- working closely with illustrators and editors to shape storyboards, layouts, and visual narratives, along with spearheading Instagram and YouTube strategy, collaborations, and PR to build cohesive, integrated brand campaigns.
In this full-circle role, I bridge creativity and strategy, using audience insights and research to inform book design, align teams around a shared vision, and ensure our stories reach the right audiences at the right time. By overseeing both creation and distribution, I build brand consistency, strengthen audience connection, and lead my team to deliver thoughtful, impactful work. Find Sam and Mi’s online presence below!
Two recent novelty book launches I worked on- 'Dear Baby, My Dreams Of' and 'The Great Writers Book,' were developed through a research-driven, end-to-end process, from manuscript to market launch.
Both projects began with manuscripts written by Priyanka Agarwal Mehta, which then guided storyboarding, content development, and design. First-hand research shaped every stage: focus group sessions with expectant mothers helped uncover purchase motivations, gifting behaviour, and price sensitivity, while experience-sharing with children aged 5-8 informed engagement and interaction design.
For both books, multiple materials, covers, and packaging formats were explored, supported by competition analysis, price benchmarking, and in-store studies to understand placement and visibility. These insights directly influenced the final design, durability, and market positioning.
Each launch was executed at scale- Dear Baby, My Dreams of in collaboration with a renowned maternity photographer, and The Great Writers Book with one of India’s leading toy retailers, followed by giveaways, partnerships, and collaborations to drive reach and discovery.
The final output reflects a balance of brand intent, user insight, and production quality, with the book set undergoing multiple rounds of refinement prior to printing to ensure consistency, clarity, and long-term value.