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The "House Beautiful x Hearst" project presented a unique challenge: to create a distinctive pattern identity for the iconic lifestyle brand that resonated with modern, joyful living (Hearst, 2025). Our collaborative team was tasked with translating abstract emotional pillars—calm, confidence, and joy—into a versatile pattern system that felt both contemporary and timeless across diverse digital and physical touchpoints . This required a deep dive into how visual patterns evoke emotion and connect with the modern homeowner.

The D&AD New Blood Awards challenged our collaborative team to reposition Extra Gum for Gen Z's evolving wellness culture, under the theme "Chew (You) Good." The core objective was to make gum culturally relevant and emotionally supportive, a significant shift from its traditional functional positioning (D&AD, 2025). This required a deep dive into the nuanced landscape of Gen Z's anxieties and coping mechanisms.

The D&AD New Blood Awards "Make Your Mark" brief provided a compelling opportunity to express my individual creative voice, blending purpose-driven storytelling with a strong visual strategy. My personal submission, "UNBOXD," aimed to disrupt the conventional digital portfolio by reintroducing a tactile, sensory experience into creative recruitment. This project was a testament to how in-depth research into industry pain points and human psychology can lead to truly innovative design solutions.

My internship with Another Box Story provided a unique opportunity to take full creative control of the "Fresh: Mailer Gifting Summer 2025" project. The objective was clear: to celebrate Fresh's iconic hydration heroes through an experiential unboxing designed to awaken the senses and elevate every moment of self-care (Virdi, 2025a, p. 12). This project was a masterclass in integrating brand heritage, consumer experience, and tactile design through a robust research process.