SURAJ RAJ
CONCEPT / DESIGN
Hello and thanks for stopping by!
I’m Suraj, a graphic designer and art director with a passion for turning ideas into
visuals that make an impact. From bold campaigns to intricate designs, every project feels like an exciting new adventure. I draw inspiration from collaboration, thriving on teamwork to bring fresh, innovative concepts to life. Exploring new tools, staying ahead of trends, and embracing continuous learning help me evolve and push creative boundaries.
Let’s connect and create something extraordinary together!
PRINT / DIGITAL ADS
BRAND IDENTITY DESIGNS
Redesign of Brand Identity for
Amrita Institutions – University and Hospitals.
Amrita is part of one of the largest NGOs in India, with a presence in over 40 countries, including the United States, Europe, Africa, and Asia. Their university is one of India’s top-ranked, multi-campus institutions, celebrated for its academic excellence and innovation. Amrita Hospitals, a trusted name in multi-specialty healthcare, has recently expanded with a second hospital in Delhi NCR, now recognized as India’s largest private hospital.
The task was to redesign their logos, which felt outdated and unsuitable for modern media platforms. While the original icon, integral to the parent brand M.A. Math, needed to be retained, I modernized it by simplifying the design to a single-color format and replacing the old seven-color gradient.
In addition, I replaced the outdated sci-fi font with a sleek, modern typeface to reflect the institution’s contemporary ethos. I also developed a fresh, cohesive color palette to complement the new design and enhance its versatility across various applications.
https://www.amrita.edu
https://www.amritahospitals.org
The redesigned identities for Amrita Vishwa Vidyapeetham and Amrita Hospitals aim to modernize and simplify the brand, ensuring elegance and clarity while retaining its core values and recognition.
Typography: The new typeface reflects sophistication and professionalism, making it more legible and impactful across various media.
Color Palette: The refined and vibrant colors convey trust, compassion, and excellence, aligning with the institution’s and hospital’s ethos.
Logo Simplification: The emblem has been streamlined for clarity and adaptability, ensuring it remains distinctive while being versatile for digital and print use.
Consistency: Unified and clean layouts establish a cohesive visual identity that reinforces brand trust and contemporary relevance.
Naming and Identity Creation for Amrita’s Online Degree Platform
When Amrita launched their online degree platform, they sought a name and identity that resonated with their mission and target audience. I proposed several options, and the selected name was Ahead – Amrita Ahead.
The concept behind the name was rooted in the idea that online education primarily caters to individuals who are unable to attend regular college due to various reasons—whether they are working professionals or have other commitments. By enrolling in Amrita’s online programs, these learners can continue their existing responsibilities while advancing in their personal and professional journeys. The name Ahead encapsulates this vision of progress and empowerment.
https://onlineamrita.com
The triangular shape of the "A" functions as an arrow, symbolizing forward momentum and aspiration—key attributes of the online degree platform. Arrow Connection: The upward-pointing arrow embedded within the "A" visually reinforces the concept of moving "ahead" in one’s journey, aligning with the platform's mission to help learners advance toward their goals.
Typography: The bold, modern typeface communicates confidence and clarity, ensuring optimal legibility across various digital platforms.
Color Palette: The maroon color, which is also a core element of the main Amrita brand, signifies excellence and passion. The addition of grey for "Online" brings a professional and approachable tone, emphasizing reliability and trust in education.
This cohesive design seamlessly connects the platform's innovative identity with Amrita’s established brand, while emphasizing its mission to empower students to achieve their aspirations.
Naming and Identity Creation for Gender affirmation clinic
I was approached by a group of plastic and reconstructive surgeons to create a name and logo for their new gender affirmation surgery clinic.
Aham: A Name Rooted in Identity and Authenticity
In Sanskrit, Aham translates to "I am." This simple yet profound word celebrates the essence of existence and individuality. It represents the deep, personal journey of self-discovery and affirmation that lies at the heart of every individual’s identity. At Aham, we honor the courage it takes to embrace and affirm who you are, creating a space that nurtures authenticity and self-expression.
The Butterfly: A Symbol of Transformation
The butterfly in our logo beautifully reflects the transformative journey of self-affirmation. From the cocoon to the moment it takes flight, the butterfly is a universal symbol of growth, resilience, and renewal—a perfect representation of the empowerment and freedom our clinic strives to provide.
Thumbprint Wings: Unique Identity, Universally Recognized
The butterfly’s wings are crafted from thumb impressions, an intentional design choice that highlights the individuality of every person who walks through our doors. Just as no two thumbprints are alike, each individual’s identity is unique and irreplaceable. The thumbprint is also a timeless symbol of personal authenticity, serving as a reminder that our identities are deeply our own and worthy of affirmation and celebration.
Aham: A Place of Affirmation and Empowerment
Through this name and design, Aham encapsulates our mission: to provide a space where individuals feel seen, valued, and supported on their journey. It’s a gentle reminder that "I am" is not just a declaration—it’s a celebration of everything that makes each person uniquely themselves.
Logo Design for Amrita Centre for Research and Development (ACRD)
For the newly established Amrita Centre for Research and Development (ACRD), I created a logo that embodies the spirit of exploration and innovation.
The design uses the initials "ACRD" as its foundation, with a maze concept integrated into the structure to represent the intricate and challenging journey of research.
This modern and visually impactful design reflects the precision, complexity, and forward-thinking nature of the research process, perfectly aligning with the mission of ACRD.
Naming & Logo Design for "Her Heart" – Women’s Specialty Heart Clinic
"Her Heart" was conceptualized as the name for a women-focused specialty heart clinic to create an immediate emotional connection with its audience.
The logo design complements this idea with a heart-shaped outline symbolizing care and compassion, while the hands at the base represent nurturing support and protection. The bold, flowing typography adds warmth and approachability, making the identity memorable and inviting.
The vibrant shades of pink emphasize the focus on women, symbolizing strength, empathy, and vitality. This cohesive design effectively communicates the clinic’s dedication to providing specialized care for women’s heart health.
Innspark Logo Design
Innspark specializes in safety and analytics software development. For their logo, I integrated the binary elements of "1" and "0" into the letter "P," symbolizing the digital and analytical nature of their work.
The clean and modern typography ensures clarity, while the incorporation of binary code subtly reflects the company's technological foundation and expertise. The bold blue color conveys trust, reliability, and innovation, aligning with Innspark’s mission in the tech industry.
OTHER LOGO DESIGNS
Integrating AI into Creative Processes
Utilizing AI tools, I have gained valuable experience in enhancing creativity and streamlining workflows. Platforms like MidJourney and Magnific AI have become indispensable resources, particularly when budget or time constraints make traditional photoshoots or stock image searches less practical.
For example, I use MidJourney to create custom images tailored to specific creative needs and Magnific AI to add intricate textures. With a bit of retouching, these AI-generated visuals not only save time and costs but also provide flexible solutions for various projects, excluding large-scale applications like hoardings.
The images used in these artworks were created using MidJourney.
Hover over to view the original images.
I was able to design this creative by generating the image in MidJourney.
Images created using MidJourney
Image created using MidJourney
Image created using MidJourney
Image created using MidJourney
HTML5 ANIMATIONS FOR GOOGLE DISPLAY ADS
As conventional print media has given way to digital, nearly all clients now demand designs optimized for digital platforms—incorporating elements like video content and interactive animations for Google 360-degree campaigns. To stay ahead, I mastered HTML5 animations to infuse artworks with dynamic motion.
As this site doesn't support HTML animations, all files are converted to MP4 for compatibility.
FLYERS / BROCHURES
