---
title: "Abinanth Potri - Director – Design & Creative Transformation in Bengaluru | Tal"
description: "Meet Abinanth Potri, Design & Creative Transformation Leader | AI-First Creative Systems | Global Brand Experience | Ex-Amazon, Glance | Building Scalable Creative Organisations based in Bengaluru. AI stack includes claude code, gemini, and grok."
image: "https://tal.club/meet/abinanth-potri/share-image"
---

# Abinanth Potri on Tal

## Headline

Design & Creative Transformation Leader \| AI\-First Creative Systems \| Global Brand Experience \| Ex\-Amazon, Glance \| Building Scalable Creative Organisations

## About

I build and transform how brands create, scale, and perform in a world driven by speed, data, and AI\. With over two decades of experience across global platforms and high\-growth ecosystems, I specialise in designing creative organisations that are not just visually strong—but operationally intelligent, culturally aware, and performance\-driven\. My work sits at the intersection of: Brand storytelling AI\-powered creative systems High\-velocity content operations Global design leadership I’ve led large\-scale creative transformations at companies like Amazon and Glance—building multi\-market teams, defining brand architectures, and integrating AI into end\-to\-end creative workflows\. What differentiates my approach is simple: I don’t just build brands—I build systems that allow brands to scale consistently, intelligently, and globally\. What I’ve driven at scale: Reduced creative production timelines by 60% through AI\-led workflows Built and led multi\-country creative teams across India, Japan, Indonesia, and North America Defined identity systems for 10\+ brands across product, marketing, and content ecosystems Delivered high\-impact 360° campaigns driving measurable growth across categories Created data\-integrated creative frameworks improving brand sentiment by 80%\+ I thrive in environments where: ambiguity needs structure scale demands systems and creativity must deliver business outcomes

## Location

Bengaluru

## AI stack

claude code

gemini

grok

midjourney

openai

perplexity

## Work experience

Director – Design & Creative Transformation at Glance, Jul 2021 \- Oct 2025 · 4 yrs 4 mos, Bengaluru, Glance is one of the world's largest lock screen content platforms, reaching 400M\+ users across South and Southeast Asia\. What I built and led: AI\-First Design Integration: Pioneered the adoption of AI into Glance's creative processes — one of the earliest and most comprehensive AI integrations in a design function in India\. This wasn't just tool adoption; I developed a proprietary AI\-first creative methodology that fundamentally changed how we ideated, produced, and optimised creative assets\. Result: 60% reduction in concept\-to\-execution time and dramatically scaled output without scaling headcount\. Google Partnership: Collaborated directly with Google to develop and implement AI\-driven design tools that enabled automated creative asset generation, real\-time content optimisation, and data\-driven decision\-making for large\-scale marketing campaigns\. Multi\-Brand Design System: Developed and implemented brand guidelines across 7 distinct brands — Glance, Roposo, Nostra, Hi\-Score, Thyme \(NFT\), Novo, and 1Weather — ensuring each brand had a distinct, consistent visual identity across products, marketing, and communications\. International Team Leadership: Led cross\-cultural creative teams spanning Indonesia, Japan, and North America — managing designers, video editors, and production teams across time zones, languages, and creative sensibilities\. Creative Excellence Standards: Established company\-wide creative standards that improved overall output quality by 70%, creating frameworks for consistency, craft, and speed\. Purpose\-Driven Brand Strategy: Launched brand initiatives that shifted audience perception at scale, resulting in an 85% increase in positive brand sentiment\. Talent Development: Mentored and developed the next generation of creative talent within the organisation, building a culture of curiosity, craft, and creative courage\.

Creative Director \- Central Marketing \| Amazon India at Amazon, Oct 2018 \- Jul 2021 · 2 yrs 10 mos, Amazon India is one of the country's most competitive and dynamic e\-commerce environments\. As Creative Director for Central Marketing, I was responsible for the creative vision behind some of India's most recognisable digital campaigns — across some of Amazon's biggest product lines\. What I built and led: Owned the Creative Voice of Amazon India: Led the Central Marketing creative department, responsible for all integrated brand communication across Amazon's core products and services — Prime, Amazon Pay, Amazon Pharmacy, Amazon Grocery, Alexa, Echo, Kindle, and Fire TV\. 360\-Degree Campaigns: Strategically planned and executed multiple pan\-India, 360\-degree campaigns spanning digital, OOH, social, and broadcast — building brand equity while driving measurable performance outcomes\. Sale Event Creative: Architected the creative strategy for Amazon's major sale events throughout the year \(Great Indian Festival, Prime Day, etc\.\), driving significant traffic growth through high\-impact, thumb\-stopping creative assets\. Brand Guidelines for New Category Launches: Crafted and owned brand identity guidelines for every new Amazon India category launch — ensuring a consistent, premium brand experience from day one of every new business vertical\.

Creative Director \- Amazon Fashion \| Amazon India at Amazon, Aug 2016 \- Oct 2018 · 2 yrs 3 mos, In addition to Central Marketing, I led the creative direction for Amazon Fashion — one of the most visually demanding and brand\-sensitive verticals in the Amazon India ecosystem\. What I built and led: India\-First Brand Guidelines for Amazon Fashion: Created a distinct, India\-specific brand identity for Amazon Fashion — balancing Amazon's global design principles with the tastes, aesthetics, and cultural nuances of Indian fashion consumers\. Shopping Experience Redesign \(A/B Testing\): Redesigned detailed product pages and shopping experience using rigorous A/B testing, resulting in a 40% increase in CTR — a significant performance win for one of Amazon's highest\-traffic verticals\. Private Label Brand Launches: Conceived and launched multiple private label fashion brands — Symbol, Myx and The Designer Boutique Store — each with a differentiated brand identity, tone, and visual world\. 50\+ Digital Stores: Created an engaging, visually rich platform experience across 50\+ branded digital storefronts — setting a new benchmark for fashion e\-commerce presentation in India\. Traffic Growth: Drove consistent traffic growth through refreshed creative content and price\-point store strategies designed for customer acquisition\.

Creative Director at Myntra, Sep 2014 \- Aug 2016 · 2 yrs, Bangalore, Myntra is India's leading fashion e\-commerce platform\. I joined during a critical growth phase, leading creative direction for one of India's most design\-forward digital brands\. What I built and led: Editorial Brand Identity: Designed and developed Myntra's branded editorial content — establishing a visual language that elevated the platform beyond transactional e\-commerce into aspirational fashion storytelling\. Studio from Scratch: Supervised the creation of Myntra's first in\-house editorial studio — a foundational investment that transformed the quality and speed of fashion content production\. Team Building & Mentorship: Trained and mentored 30\+ graphic designers and stylists, building one of India's first specialised in\-house fashion creative teams\. Print & Video Editorial Portfolio: Managed the full fashion editorial portfolio across print and video — ensuring a cohesive, premium visual identity across every touchpoint\.

Creative Director at Contract Advertising, Oct 2011 \- Sep 2014 · 3 yrs, Bengaluru, India, Contract Advertising is one of India's most storied advertising agencies \(part of the WPP Group\)\. As Creative Director, I led campaigns across major national brands, combining strategic thinking with high\-craft execution\. Ideated and created fashion\-forward campaigns for iconic Indian brands including Jockey, Acer, and Shell\. Designed best\-in\-class brand guidelines for new business pitches and launches\. Led integrated campaigns across print, digital, and broadcast\.

Founder \- Creative Head at Noise Advertising, Feb 2010 \- Oct 2011 · 1 yr 9 mos, India, Founded and directed Noise Advertising, an independent creative agency built from the ground up\. Led the South India creative team in winning 5 new clients within a single year — a testament to the quality of thinking and the power of independent creative positioning\. Built agency culture, creative processes, and client relationships from zero\.

## Education

British Higher National Diploma, Corporate Identity, Advertising Strategy, Brand Management, Packaging, Printmaking, Photography, Wigan & Leigh College of Art & Design

[View the original profile](https://tal.club/meet/abinanth-potri)

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