Simrit Brar is currently consulting with various businesses, start ups, and agencies with their re-branding efforts and designing brands from the ground up. Her consultancy is based in Los Angles and goes by the playful moniker Flying Squirrel.

Till recently she led Phenomenon’s Design discipline, helping set up and create the Design practice in 2014, and building a vast body of work that spanned identities, branding programs, packaging systems, retail promotions, ecommerce websites, collateral, email campaigns, microsites and apps for a range of large companies. Clients included: DC Comics, Flywheel, Wilson, Warner Brothers, Sheraton, Neustar, Forward by Elyse Walker, Dogswell, CB2, Crate & Barrel, Magic Bullet, Nutri Bullet, Pinkberry and SLS Hotels.

Simrit was the Sr. Design Director, till end ‘09 at Havas Design’s: CO-OP, the New York based branding agency. She also spent three years at Smart Design, New York on a range of projects including packaging, interface design, in-house promotion and branding. She earned her Masters in Design and Technology at Parsons The New School for Design in New York where she was an adjunct faculty.

At JWT’s first Indian design studio Design Sutra, Mumbai, from ‘97 to ‘00 Simrit created work for a range of clients from Cadbury to Prudential. Simrit is also credited with bringing a new sensibility to key art in India, while creating the print promotional campaigns for nearly 50 Bollywood features that were seen by the world’s largest cinema audience. She began her career with Brand Union (R+K).

Her work has been featured in several periodicals, books, museums and is also part of the permanent collection of the Victoria & Albert Museum, London. In 2017 Simrit was featured on AdWeek’s Creative 100 List. Her work for identity systems as well as digital products, start ups and global companies continues to win Awards at the One Show, Communication Arts and Clios. She has helped judge various Design and Advertising Awards from Command X at the AIGA National Conference to the One Show. She has been serving on the AIGA Los Angeles chapter’s Advisory Board since 2017.