Smriti Godika

Hi, I'm Smriti. I love turning ideas into visual worlds, working across art direction, brand identity and styling until every detail feels right. Have a look around, and if something here speaks to you, let's talk.

The Yellow Gypsy - Building a Fashion Brand from Zero

Founder, Brand Strategist & Creative Direction · 2017 – 2025

Founded and grew a hand block-printed fashion label from zero, with brand strategy and creative direction across identity, campaigns, packaging and every shoot in between.

The Yellow Gypsy — project title card The Yellow Gypsy — founder's note The Yellow Gypsy — brand positioning and pillars The Yellow Gypsy — customer personas, Malvika and Nikita The Yellow Gypsy — logo and brand identity The Yellow Gypsy — from block to garment, made in Jaipur The Yellow Gypsy — campaign imagery The Yellow Gypsy — packaging and product detail The Yellow Gypsy — Instagram presence

Gulabi

Concept Creation, Fashion & Print Design, Art Direction · The Yellow Gypsy

A womenswear collection shaped by Jaipur's sun-faded architecture and its living craft traditions. Hand block-printed cotton took on a new life in relaxed, contemporary silhouettes, with the project spanning everything from mood boards and print development to styling and photoshoot direction.

Gulabi — project title card Gulabi — overview and concept Gulabi — Jaipur mood board Gulabi — print development, from sketch to hand block Gulabi — flat sketches, full lineup Gulabi — campaign, pink block-print look Gulabi — campaign, yellow look with contrast collar Gulabi — campaign, striped tie-shoulder dress Gulabi — campaign, yellow floral dress Gulabi — brand presentation across web and social Gulabi — credits

Styling & Visual Direction

Styling & Visual Concept Development · The Yellow Gypsy

A styling and visual direction project drawing on the bold colour language and free-flowing spirit of the Maasai tribe, translated through a contemporary lens, with vibrant colour and fluid silhouettes set against restrained interiors and natural daylight, model direction kept relaxed and unforced.

Styling & Visual Direction — campaign look, blue floral top Styling & Visual Direction — concept note and seated portrait Styling & Visual Direction — dupatta detail and full-length look Styling & Visual Direction — blue dress, multi-angle crop Styling & Visual Direction — colour-block dress, editorial grid Styling & Visual Direction — co-ord sets, two models Styling & Visual Direction — orange co-ord set Styling & Visual Direction — white floral tunic and orange co-ord Styling & Visual Direction — mixed looks grid Styling & Visual Direction — behind the scenes and credits

Naomi Matcha

Brand Identity · Packaging & Environmental Design

A premium matcha brand rooted in calm ritual and quiet luxury, with visual identity, packaging and environmental touchpoints designed to translate the serenity of matcha culture into a refined, lifestyle-driven aesthetic.

Naomi Matcha — project title card Naomi Matcha — brand overview and product still Naomi Matcha — logo variations Naomi Matcha — colour palette Naomi Matcha — typography Naomi Matcha — environmental touchpoints, storefront and apparel Naomi Matcha — packaging, sachets and pouch Naomi Matcha — Instagram presence

Gemsoorja

Packaging Design · Creative Direction

Packaging design for Gemsoorja, a gemstone jewellery brand, bringing together structural boxes, velvet pouches, ribbon detailing, stickers and unboxing collateral into a cohesive gifting experience, from shelf to doorstep.

full packaging suite flatlay about the brand packaging boxes box and velvet pouch with bracelet shopping bag and box unboxing, thank-you and care cards gift wrapping detail
Hoi An, Vietnam — basket boats on the river at golden hour Menton, France — narrow alley between ochre buildings Menton, France — building corner with green shutters, bay and mountains Seashells collected in hand, turquoise shoreline Bougainvillea trailing over a wooden beam, courtyard detail Taiwan — temple roof, dragon and phoenix ridge ornaments Taiwan — street food cart, birds on the sidewalk Jaipur, India — stepped reservoir wall below a fort Rome, Italy — vintage orange Fiat 500 on a tree-lined street Paris, France — sidewalk café, rattan chairs Nice, French Riviera — cypress trees framing the bay Nice promenade — palm trees, beach and sea Beach at sunset — wooden posts, boat on the horizon Beach — thatched umbrella and loungers, blue sea Paris — Luxembourg Gardens, seated figures facing the lawn Jaipur, India — Nahargarh Fort wall along a green hillside Georgia — village guesthouse with carved wooden balconies Varenna, Lake Como, Italy — lakeside town and mountains Beach — thatched umbrellas and loungers facing the sea Beach town street — tree, umbrella and chalkboard signs Zanzibar-style beach at dusk — palm frond framing a pink sunset Villefranche-sur-Mer — autumn branch framing the bay Weathered teal doors with cascading bougainvillea Paris — street musician playing accordion by a love-lock railing Paris — tulip bed in a park, benches beyond French Riviera — narrow alley between terracotta buildings Rajasthan fort — arched window framing a green valley Dubai — skyline silhouette across the water at sunset

Smriti Godika

I’ve spent the better part of a decade learning how to turn an idea into something people can see, wear and feel, whether that’s a single photograph or an entire brand.

Most of that learning came from founding and running The Yellow Gypsy, a womenswear label built on hand block prints and breathable cottons. Over close to nine years, I had the chance to do a bit of everything - design the collections, work alongside artisans on every print, style and direct the shoots, and shape what the brand looked and felt like at every step. It wasn’t always easy, but it taught me more than any job title ever could, about craft, about patience, and about how much work actually goes into making something look effortless.

I’m now looking for my next chapter, with someone who cares about the same things - good storytelling, careful art direction and the kind of detail most people never notice but always feel. If that sounds like your team, I’d love to talk.

Let's work together

For collaborations, styling projects or creative direction work, reach out directly.

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