While most of the world has been scrambling to figure out how to take their work digital, Maria Qamar (AKA Hatecopy) has been riding that wave since she first began making art for public consumption in 2015. After splitting from a copywriting job, Maria created the Instagram account Hatecopy where she began embedding her identity as a Canadian woman of South-Asian descent on recognizable Pop art. Familiar and relatable to brown kids across the diaspora who find themselves straddling two distinct cultures, Hatecopy quickly turned from hobby and stress relieving side-hustle into a passion project, a very popular one. Five years later, the Toronto based artist has amassed a 200k Instagram following, written a book (a survival guide on dealing with overbearing family members), and been featured in publications like Vogue India, Elle Canada, Toronto Life Magazine, and the New York Times.

Hatecopy reached out to Tulika Studios to create a full brand refresh inclusive of fresh new brand assets and a total website re-design. In addition, Tulika Studios was commissioned to art direct, produce and edit the full ecommerce shoot for her new clothing line called Dosti Drop. 

Creative Direction
Art Direction
Website Design
Social Design & Templating
Retouching