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 led the creative vision for Priya Living as it evolved from a California residential concept into a contemporary South Asian hospitality and lifestyle brand spanning the U.S. and India.
Across the portfolio, I shaped the brand from identity to experience—leading creative strategy, campaigns, photography, digital, interiors, FF&E, art, cultural programming, and launch. 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, and mediums.
California · Michigan · Texas · Delhi · Hyderabad · Ahmedabad
The brand needed to challenge conventional ideas of aging without losing cultural specificity.
I developed a visual and verbal system built around optimism, individuality, color, and contemporary South Asian identity—creating a framework that could move fluidly from digital and marketing 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
creative with impact
A brand built to be distinctive, culturally resonant, and scalable—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
