5th edition
BLD Creative
“THE ART + SCIENCE OF DESIGN REPOSITIONING”
Pria Rajput
Repositioning + Creative Strategist
the interview
I’m equal parts designer, strategist, and translator. As a branding and design repositionist, I bridge the gap between aesthetics and economics. My team and I take underperforming corporate and public spaces—hotels, retail environments, offices—and reimagine them as high-value assets with layered revenue streams. It’s not just about making spaces beautiful (though that’s non-negotiable)—it’s about making them work harder.
PRIA:
Pria, how would you define what you do at Black Label Designs?
KIA:
We start with the why before the what. Most firms lead with mood boards; we lead with business audits. For example:
For a boutique hotel client, we didn’t just redesign the lobby—we identified that their rooftop (previously storage) could generate 30% more revenue as a private event space, then branded it as an exclusive "urban oasis."
For a co-working client, we transformed vacant ground-floor retail into a branded café that serves members and the public—turning a cost center into profit.
PRIA:
What makes your approach different from traditional design firms?
KIA:
“We’re part designers, part business partners.”
We’re working with a heritage property group to reposition a 1980s office tower. Instead of a generic refresh, we’re:
- Rebranding it as a "creative hub" (leveraging its arts district location)
- Designing modular event spaces (to attract short-term leases)
- Developing a signature visual identity (so it stands out in leasing materials)
PRIA:
Can you share a current project that embodies this?
KIA:
That it’s just a facelift. True repositioning requires:
- Deep market analysis (Who’s the real audience? What are they willing to pay for?)
- Brand storytelling (A space must feel intentional, not just look pretty)
- Future-proofing (How will this space evolve in 5 years?)
PRIA:
What’s the biggest misconception about repositioning?
KIA:
Visionary developers and property owners who understand that design is leverage. Recent clients include:
- A hotel group needing to differentiate in a crowded luxury market
- A mixed-use developer struggling with retail tenant retention
- A corporate campus aiming to attract Gen Z talent
PRIA:
Who benefits most from your services?
KIA:
We’re launching our Repositioning Lab Case Studies (real projects, real numbers) and expanding our BLD Brand Club—think intimate dinners with developers and designers dissecting what actually moves the needle.