Shaping brands at the intersection of fashion, culture, and innovation.
THE NORTH FACE
Adaptive Performance Sub‑Brand Strategy
Project Overview
EXO is an intelligent performance sub‑brand concept that uses smart textiles, biometric sensing, and a connected app to make The North Face apparel adapt in real time, supported by an end‑to‑end launch and financial strategy.
Academic Project
MY APPROACH
01 Discover
02 Define
03 Design
04 Deploy
Research & Insight
Positioning & Architecture
Identity & Storytelling
Go-to-Market
Audience research, cultural analysis, and competitive mapping.
Finding the one true thing a brand can own.
Making strategy visible through creative direction.
Getting the right message to the right person at the right moment.
From Fashion to Brand Strategy
I grew up in Surat, India, surrounded by craftsmanship, textiles, and creativity, where watching my grandmother create garments from repurposed fabrics shaped my early understanding of design as storytelling and expression. Over time, this passion evolved from fashion design into a broader interest in branding, emotion, and future-focused experiences.
After graduating as a Gold Medalist in Fashion Design, I pursued an M.A. in Luxury and Brand Management at SCAD, where I began combining creativity with consumer psychology, visual storytelling, and innovation. Today, my work sits at the intersection of fashion, strategy, and immersive design, creating concepts that are emotionally resonant, visually intentional, and future-driven.