PRIYA LIVING
Reimagining South Asian Senior Living
Creative Director · 2018–2026
United States + India
10 DEVELOPMENTS · 7 COMPLETED PROJECTS · TEAMS UP TO 30
What could senior living feel like if culture wasn't an amenity, but the starting point?
I built Priya Living’s brand and creative identity from the ground up, helping shape it from an emerging California residential concept into a contemporary South Asian hospitality and lifestyle brand spanning the U.S. and India.
Across the portfolio, I led the brand from identity to experience—shaping creative strategy, visual language, campaigns, photography, digital, interiors, FF&E, art, cultural programming, and launch. I remained hands-on throughout, designing and art directing while building and leading the creative teams needed to scale the work.
The goal was to create a contemporary expression of South Asian life: culturally specific without nostalgia, joyful without cliché, and distinctive enough to translate across places, generations, cultures, and mediums.
California · Michigan · Texas · Delhi · Hyderabad · Ahmedabad
THE BRAND NEEDED TO CHALLENGE CONVENTIONAL IDEAS OF AGING WHILE REMAINING CULTURALLY SPECIFIC.
I developed a visual and verbal system built around optimism, individuality, color, and contemporary South Asian identity—a flexible framework designed to move from brand and digital to architecture and physical experience.
Brand Positioning · Brand Personality + Voice · Creative Strategy · Brand Architecture
making culture
visible
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Creative-directed campaigns and content that brought Priya’s personality into the world through culturally specific ideas, unexpected casting, humor, fashion, and bold visual storytelling.
Campaign Concepts · Content Strategy · Art Direction · Digital + Social
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Directed Priya’s photographic language from concept through execution, creating an image world centered on personality, confidence, style, humor, and individuality.
Creative Direction · Casting · Styling · Shot Direction · Image Selection
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Developed art and cultural experiences as an extension of the brand—bringing artists, original work, and cultural storytelling into Priya’s environments to connect contemporary South Asian culture with place, community, and everyday life.
Public Art · Artist Direction + Collaboration · Art Curation · Cultural Programming
from brand to place
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Directed the translation of Priya’s brand into the built environment, collaborating across architecture, landscape, color, materials, signage, and arrival experience to create properties with a distinct sense of identity and place.
Creative Direction · Architectural Collaboration · Color + Materiality · Signage + Wayfinding
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Led the creative direction of Priya’s interiors, translating the brand into spaces through color, material, pattern, furniture, lighting, art, and cultural detail—creating environments that feel contemporary, social, residential, and distinctly Priya.
Interior Creative Direction · Spatial Narrative · Material + Color · Art Integration
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Led FF&E selection and procurement while directing the details that turn space into experience—from furniture, lighting, textiles, and objects to styling, wayfinding, and branded moments throughout each property.
FF&E · Procurement Direction · Styling · Wayfinding · Experience Design
built to scale
A distinctive, culturally resonant brand system designed to move across markets, mediums, and physical environments.
95%
5 STAR REVIEWS HYDERABAD
97%
5 STAR REVIEWS GURUGRAM, DELHI
silver
NATIONAL MATURE MEDIA AWARDS ART & DESIGN ‘23
One Brand · Two Countries · 10 Developments
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ABCD
HINDU SWING
