Translating silence into digital form
We were lucky enough to be tasked with creating Mohammed Qasim Ashfaq's first online presence.
For Qasim, the act of making is rooted in clarity, stillness, and a rigorous material discipline, graphite on paper, line by line. Our goal was not to grow a following, chase engagement, or create a digital persona. Instead, we approached the Instagram profile as an extension of his studio: precise, quiet, and deeply intentional.
Our approach
Essence First: Qasim's drawings exist within strict limitations, only graphite and paper, yet within those bounds lies a universe of depth. Our approach honored this limitation as a strength, using the platform to showcase the elemental power of black, white, and shadow.
Minimal Intervention: No branding, no hashtags, no distractions. The grid reads as a silent exhibition. The captions are spare, often just titles or materials. The focus remains on the work itself: texture, surface, and time.
Digital as Mirror: We treated the Instagram feed as a mirror of his studio walls, an archival space, not a billboard. The result is a profile that communicates patience, process, and presence rather than urgency.
The outcome
The final profile is a restrained and reverent reflection of Qasim's practice. It offers a glimpse into a world of sustained attention and material devotion, providing curators, collaborators, and viewers with a space to slow down and see.
This wasn't a growth campaign. It was about translation, how to carry the silence of pencil on paper into a digital frame. Success was measured not in numbers, but in how well the work breathes in a new space.
